Why Did The Seller Without Skin Have No Skin To Do Live Broadcast?

Zhang Jin Wei, the heavyweight anchor of 155 kilograms, stood in the bright light and stood in front of the four mobile phones, trying to find the most suitable location.

Ten minutes ago, she hurried from her office to the studio, quickly dressed herself, rubbed the foundation, put on lipstick, and put on a new one.

I tried to cover up my tired face due to fatigue and continuous insomnia.

At 8 o'clock in the evening, several operating colleagues hurriedly reminded her that the live broadcast began.

When the screen was switched, Zhang Jingwei seemed to be shot in the arm with a strong heart. He smiled instantly and greeted Beijing with an accent of Chao Shan accent.

This is the result of many years after she moved the business field from Beijing to Guangzhou.

In the daytime, Zhang Jingwei is a big yard.

The founder of MsShe.

Founded in 2010, it rose to the first category in 2011.

Asked why she was reelected so far, she joked, "maybe it is because the founders, the staff and the models are all fat people, who are very aware of what they need."

Recently, MsShe also caught up with the direct air diffuser.

In mid May, after the idea of doing live broadcast, the brand promotion department took the lead in temporarily forming 10 teams, opened the live broadcast scene in the existing studio, and formally launched on June 3rd.

But without the live broadcast of the net red and the stars, will the users see it? Zhang Jingwei, while fixing the clothes to be put on the live broadcast, replied, "maybe not."

Then why is the seller who doesn't have no shape to do live broadcast?

Live broadcast is a more direct way to show.

Since its establishment, MsShe has attracted nearly one million "heavyweight" fans, who weigh 135-220 pounds per person, some big breasts, and some extra fat on the waist. In a word, they are fat and wear clothes with normal code XL or more.

Even so, fabrics and designs are mostly unsuitable.

They often worry, where are the clothes I wear? So many good clothes on the shop, do I look good in my body?

Therefore, it is particularly important to optimize the channel of information dissemination.

In Zhang Jingwei's view, unlike the net red shopkeepers who shoot the world, the big code models are often dominated by white background shots, which are unavoidable in the rendering of the pages.

Direct seeding is a more direct way to show the clothing style and design concept to users in a three-dimensional way, and can meet the needs of the live broadcast in a timely manner.

In the past 618 years, MsShe has prepared more than 80 new models.

In order to have better sales, the live team had been broadcast live at 8 p.m. every night, 1-2 hours at a time, and 2-4 models replacing more than 20 costumes.

On the day of June 17th, Zhang Jing Wei broadcast 2.5 hours in one breath and introduced 45 clothes. After that, she would maintain two times a week and keep pace with the shops.

But at the same time, she also believes that the size of women's clothing is limited, so most of the videos are old customers, and drainage relies on other channels. She said: "from thin models to later fat models, reality shows, videos, and live broadcasting, in essence, it is only a targeted advertisement for old customers, similar to drilling and Exhibition cars, and the core is to increase customer viscosity and improve pformation."

At present, MsShe is mainly through word-of-mouth and a small number of channel advertising to pull new.

However, the search cost of large size women's clothing is higher, and the community effect is obvious, which leads to the loyalty of fat Meimei is very high, so the repeat purchase rate is maintained at over 50%.

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Of course, it's still selling!

The four mobile phones correspond to the live broadcast platform of Ying Ke, Taobao, pepper and micro-blog respectively.

Although Zhang stressed that the professional live broadcast platform's image processing effect is better, it is not sure whether the live broadcast can bring the myth of high conversion rate, but she still puts Taobao in the middle of the most favorable position to interact with the users.

She believes that compared with the former, it is mainly based on the lively social attributes. Taobao users are relatively precise. Customers can watch products and search for relevant products directly in the shopping cart that has been set up to decide whether to buy them.

At present, only with the support of shop flow, the number of users can be maintained at around 2000 people per day, reaching 4000 at most. However, there is still a far cry from the flow of tens of thousands of live networks.

MsShe is on shift duty. The day before the live broadcast, the operator on duty needs to arrange the fitting model schedule in advance, make a good announcement at micro-blog, micro Tao and WeChat, and answer questions at any time during the live broadcast. In addition, the duty customer service on that night needs to familiarise itself with the product ahead of time, so as to prepare for the reply; the plane photographer should also adjust the light and shoot the live broadcast at any time.

Of course, the most important thing is to prepare clothes and label them, corresponding to the corresponding models, in order to take into account the different shapes and sizes of fat eyebrows.

Zhang Jingwei, a strong woman, usually wears casual clothes, concealed her waist with loose style, and wears a black jeans to show the thinnest thigh. MsShe brand leader and model Zhang Jin is an enlarged version of big s, suitable for elegant lady style, and the lady's dress is the most suitable. Besides, the other two young fitting models Nana and Zi chess take a lovely and young route, so they are more daring in collocation and collocation.

According to Zhang Jingwei, the overwhelming majority of users see the purpose of live broadcast is simply washing clothes, "more words will be urged."

Therefore, only when the gap between models is changed will the conversation topics be added to clothes.

Similar to most live broadcast, MsShe also recommends new products and introduces potential explosions, highlighting the fabric, details, styles and so on, and changing the styling and model fitting according to user needs in real time.

Each time he introduced a piece of clothing, Zhang Jingwei would deliver the number, unit price and inventory to the user, and throw the clothes link and coupons, so that users could join the shopping cart at any time.

In order to form more interaction, MsShe also randomly drew lottery tickets through live screening and micro screening.

Another attraction of live broadcasting is that it does not always follow the script of the process.

Seeing the needs of several users who could express "who can wear them", Zhang Jingwei had to improvised the drama temporarily, comforting the users and replanning the fitting rhythm.

It is precisely because of this, although allowed to make mistakes, but the live response to people's ability is extremely demanding, usually within one or two seconds to answer and judge.

MsShe did not specifically set up the characters. Zhang Jingwei's way of dealing with it was "to be herself". She was both the parent of the fat eyebrows and the big manager behind the brand.

The leading role is too heavy, and Zhang Jingwei is also actively cultivating successors in the daytime.

Although there is no direct disclosure of the actual purchase conversion rate, but Zhang Jingwei frankly said: "the same day sales volume and explosion sales growth is not bad.

In particular, the new styles I wear tend to be sold out in a day.

According to the latest data, MsShe has over fulfilled 15% of the sales task in the whole 618 years' promotion activities. Many of the comments received today are determined to purchase because of the 360 degrees of live models.

Feed back products

During the live broadcast, users can directly type and express their needs in the video, such as asking if the clothes are black, and the sleeves are too long.

For fans' demands, Zhang Jingwei said he would dialectically think about their plans and suggestions before giving them back to designers.

For some demanding and unreasonable requests, she will be straightforward: "you can see for yourselves.

Isn't the model already on?

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Compared with the general brand clothes, MsShe has no difference at the production end. It works with dozens of foundries. The design production cycle is 2-3 months. At the beginning, each product is stocked with more than 200 pieces. After returning the order, the most cost is the fabric cost of more than two 20%-30%.

The biggest difference lies in front end design and back-end product quality assurance, which is determined by the user's "fat" characteristics.

The difference is that MsShe users are mostly 30-40 year old women. They are not fashion leaders, but followers and passive recipients. So they usually do not know what to wear or where to buy, but they want to be beautiful.

Body size, style and color affect visual effects. Being thin is the most important thing.

What MsShe wants to do is pform fashion content into operable elements.

In addition, this group of people is relatively mature and rational on the one hand, slightly sensitive to price, more inclined to pursue cost-effective, on the other hand, sensitive skin, thighs, elbow and other parts of the greater friction, to find a more suitable fabric.

Therefore, the design is particularly important.

She said: "designers should take into account the fabric and shape. Normal women dress more on style, but we also need to ensure that fabrics are mainly comfortable, and some physical characteristics are more stringent."

For this reason, she has invited many designers with many years of experience from the high-end women's clothing brands in China. They have experienced more or less the experience of making fat people, and understand the pain points of women in this age group. For example, clothes must be thin and can not expose too much body defects. Besides, tear strength, anti pilling and comfort must have more advantages than normal women's clothing.

At present, MsShe basically keeps dozens of weekly output, 70% passing rate, 8 new monthly rates, 160 yuan per piece, and 300 yuan per unit price, although it is high in the category of big code women's clothing, but it is the most profitable price, and last year sales exceeded 100 million.

In Zhang Jingwei's view, the competition in the big size women's clothing market has been fierce, and doing the right thing at the right time, putting oneself in the right place from the angle of fat people, doing well in products is always the same fighting force.

"Because the live broadcast was too tired, so I had to eat supper every night, and then I couldn't sleep any more.

I seem to be gaining weight recently. "

At the end of the session, Zhang joked with her live team.