Rebirth: War on the Honest

After Double Eleven, it is the time for major companies to take stock of their harvest.

The two giants in the original e-commerce field found that Pinyuan, which lost WeChat, not only did not recover, but also gained a bit of modern vigor.

Everyone is not a fool. What is the reason behind this can be easily discovered from the skyrocketing data that day.

If the essence of retail is defined as the precise matching of people and goods.

Judging from this logic, the retail industry is about to usher in epoch-making changes.

The person leading this change is neither traditional retail companies, nor the older generation of e-commerce giants such as JD.com and Taobao, nor rising stars such as Vipshop and Pinyuan. It is a new force that is easily ignored - DouLe Electronics.

business.

Or it can be said that everyone knew that DouLe e-commerce might develop well, but they did not expect it to be so powerful.

Let’s use a set of data to illustrate: Doule started testing its e-commerce business in 2013. Before it’s finished this year, Doule’s e-commerce GMV has already increased 7.9 times year-on-year.

What is this concept?

CITIC Securities, which has professional analysts, predicts that Doule e-commerce GMV will reach one trillion yuan around 2016-2017.

It took Taobao, Tmall, and JD.com 10, 7, and 13 years respectively to reach trillions of GMV.

In other words, if DouLe e-commerce continues in the current direction, it will take three or four years to complete Taobao's ten-year journey.

Why is Doule e-commerce an epoch-making retail form?

This is because the retailers before it, whether they were traditional retail companies or Internet e-commerce, were that consumers first had the idea of ​​​​shopping, and then went to physical stores to search for goods, and then searched for goods online.

This is called purposeful consumption.

It is different in the DouLe era. The original intention of consumers is to pass the time by watching videos, but the system recommends a product to you based on the algorithm, which makes you suddenly have the idea of ​​​​shopping.

And this is random consumption.

It is true that traditional retail companies will verify their product strategies based on the PDCA cycle, commonly known as the Deming Circle, and there are also category management tools to assist companies in product selection.

When it comes to B2C e-commerce companies, their tactics have become much more advanced. In this era, the system will recommend related products to each person's main interface based on the consumer's browsing history, which is the so-called "thousands of people, thousands of faces."

But when it comes to Doule e-commerce, the underlying logic of the algorithm is completely different.

In the era before Doule e-commerce, it was called "people looking for goods". After the emergence of Doule e-commerce, "goods find people" has truly been realized.

A researcher believes that DouLe stimulates shopping demand by regulating the reward mechanism of human happiness, that is, the secretion of dopamine.

Each video of more than ten seconds gives you a hint that the next video may be more exciting, and this expectation of unknown beauty stimulates the body's dopamine secretion.

While you were playing DouLe, several hours passed without you realizing it.

“While the operators of physical stores are still racking their brains to make their shopping malls more beautiful and their products more cost-effective, Doule has used the human body’s dopamine reward mechanism as the starting point for marketing products. This is a typical drop in price.

dimension strike.”

The result of the dimensionality reduction attack is that the hard-working crab eaters in this line have begun to taste the first wave of sweetness and begin to make a fortune quietly.

Among them, of course, are two novice anchors-Kong Yixuan and Gu Ying.

After the Double Eleven Shopping Festival, the exhausted two people fell asleep in the house in the second phase of Apton.

On the day of the festival, Kong Yixuan and Gu Ying took turns and broadcast live for ten hours.

At 1:30 a.m. on November 12, Gu Ying posted a special post on Moments: "Live broadcast for 10 hours...a day of time management and a smokey throat."

On weekdays, they half play and half broadcast, and basically spend no more than 2-3 hours on live broadcast every day. On Double Eleven, the two of them unknowingly reached an astonishing length in the carnival atmosphere.

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There is no gain without effort, and the temporary hardships of Kong Yixuan and Gu Ying are also the norm for countless e-commerce anchors.

However, the efforts of the anchors in the live broadcast room did drive sales. Sales increased during the promotion period, and their share of income as anchors also increased.

And now, it's time to harvest.

"Get up, Yingying, hurry up, hurry up~ The merchant is paying us."

Kong Yixuan's schedule was more regular than Gu Ying's. She ran to another bedroom, gently opened Gu Ying's door, and pinched the tip of the girl's nose.

"Well, what are you doing? I'll sleep a little longer~"

Gu Ying was still immersed in sleep, moaning and not wanting to get up.

Today is originally the weekend. I don’t have to go to class early in the morning, nor do I need to put on makeup and wash up before going to work. Why not get some more sleep?

Kong Yixuan called Gu Ying several times but got no response. She had no choice but to think about it, put Gu Ying's mobile phone to her ear, and then opened her Alipay.

Soon, a clear and familiar female voice sounded in the girl's ears.

The noisy sound is surprisingly pleasant.

"Ding dong! Alipay has arrived."

As if she had been cast with a wake-up magic, Gu Ying lost all sleep. She kicked her legs and sat up under the quilt in an instant.

Although his eyes were still squinted, he could vaguely see Kong Yixuan in front of him.

"Holy shit, shit, shit! I haven't woken up yet!"

Although Gu Ying's eyes flickered and she saw the flashing mobile phone screen under her butt, she still couldn't believe her ears and eyes.

Did you hear that wrong?

How come you have so much money?

The two have a clear division of labor. In the past, Kong Yixuan, who was relatively attentive, would transfer money to Gu Ying on every pay day, but never like November's income, which was almost reaching the six-digit threshold.

You don't rely on anyone, you just rely on your own skills, and you make nearly 100,000 yuan a month?

Gu Ying's head suddenly felt dizzy.

I recall that when I first entered college, my brother had just achieved financial freedom at that stage, and he was always willing to accept any small request of his.

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At that time, Gu Ying had lost the concept of money.

It wasn't until she entered the self-media industry out of interest that she realized how difficult it was to make money.

Staying up late to select materials, editing videos, perfecting the words and camera placement, every detail is related to the playback volume and popularity of the short video.

And these are directly linked to income.

In the past, as a short video blogger, she had a moderate number of fans and was well-known among universities in the Nanhu area. However, the advertising and income she actually received were not that exaggerated.

Sometimes I can earn several thousand yuan, and sometimes I am lucky and the merchant offers a generous price, and I can barely reach the big threshold of 10,000 yuan.

This is an unexpectedly high income for two college students.

You must know that even top students who graduated from Jiangcheng University of Finance and Economics, who have just graduated and are engaged in high-paying financial industries, are rarely able to get a monthly salary of over 10,000 yuan when they just stepped out of school in 2013.

But since the emergence of live streaming e-commerce, Kong Yixuan and Gu Ying’s understanding of income and salary has completely changed.

Sales on Double Eleven exceeded one million. Such a live broadcast room is not a dazzling number on the Dou Le platform. There may be hundreds or even thousands of live broadcast rooms that can achieve this level.

But there are many doorways in between.

Merchants, anchors, platforms, customers, in a complete live broadcast chain, the anchor is the core.

Faced with the same goods, a small gap in speaking skills can make a huge difference in sales results. This is why Kong Yixuan and Gu Ying continue to improve themselves.

Different from the income in the short video period, they soon discovered that even if they can't reach the head, waist or even small anchors of Doule e-commerce, they can still make money in live broadcast.

Because not all businesses are willing to pay high prices to hire top anchors, small anchors also have good ability to bring goods.

Top star-level anchors are expensive. In addition to receiving sales commissions, they also charge pit fees.

Just talking about the pit fee, no matter whether it is sold or not, or how much it is sold, you have to pay hundreds of thousands first for one game, and then collect 40% commission.

The short video platform has given you the ability to monetize your popularity for the first time.

Many celebrities, and even big Vs on other platforms, have truly realized through this Double Eleven that traffic is nothing but money, and fame is the gold of this era.

Small anchors don't need to pay for their positions, they only need to get a commission corresponding to the sales volume, which is enough for them to be pleasantly surprised for a while.

Kong Yixuan and Gu Ying's live broadcast room sales exceeded one million, and the merchant gave them a high 20% rebate. When the income was settled in November, taxes were deducted, and the two paid another 50 cents.

Each person received close to 100,000 yuan.

Not only Gu Ying was stunned by this income, but Kong Yixuan was also stunned.

As a person who connects merchants and controls finances, she was mentally prepared to a certain extent, but she didn't expect there would be so many.

She was busy with the live broadcast on Double Eleven that day, so she didn't pay attention to the background data or estimate the sales in advance. She only knew that she sold a lot, and her mouth was dry. Comments popped up one by one, and she couldn't read them all.

When checking out, she stared at the 190,000 monthly income that was credited to her bank card and was stunned for a while.

"Yixuan, what do you want to do most now?"

Gu Ying happily held her sister's arm and smiled like a flower.

From the perspective of psychological satisfaction, the money you earn and the money your brother gives you are completely different.

"I want to buy a small car to drive. It will be convenient to go back to school in the future. It takes us more than ten minutes to walk from the Ampton community to school every day. It is sunny in summer and cold in winter."

Kong Yixuan smiled brightly, and the two small dimples at the corners of her mouth were clearly visible.

The happiest moment for human beings is probably the harvest season.

On the weekend, at the crowded Audi 4S store, there were two more young female customers holding hands.

One of them has beautiful twin tails, with waterfall-like hair that illustrates the girl's youthful vitality, and a pair of delicate and bright eyes that make people unable to take their eyes off her.

"Yingying, I only have more than 100,000 yuan, how can I afford this?"

Stepping into the 4S store, Kong Yixuan leaned into Gu Ying's ear and said before the sales consultant came to explain the car model.

After discussing it with my sister, they both agreed that buying a car was an important matter.

Compared to the little princess Gu Ying who has no plans and loves to be lazy, Kong Yixuan got her own driver's license when she just turned eighteen.

So the main character who went to the Auto City to spend money today was Kong Yixuan. Gu Ying didn't have a driver's license and couldn't get on the road, so she had to take a car.

With the previous income saved together, and a huge amount of money newly added to the card in November, Kong Yixuan saved the first six figures in her life, and finally reached the threshold to buy a car.

"Oh, let's take a look first. Let's take a look."

Gu Ying, like most girls, basically doesn’t know much about cars, but she is used to riding in Gu Yun and Wen Ju’s luxury cars, the multi-million Mercedes-Benz G, and the Tesla with a strong back-up start, which is extremely eye-catching.

Maserati CEO

Not to mention the various commercial vehicles from Gu Yun's companies, from interiors to seats to details, just like the several ordinary brand 4S stores that Kong Yixuan and I just visited.

With a budget of just over 11,120,000 yuan, what car can I buy in 2013?

They are nothing more than family A-class cars like Corolla or small Polo. Apart from being durable, easy to drive and fuel-efficient, they basically have no special features.

Gu Ying, who was picky, took Kong Yixuan to shop one after another, but there was no model that she liked at first sight.

Although Gu Ying did not pay for the car herself, after all, even if she started learning to get a driver's license from now on, it would still take a while to queue up for the test and then get the license.

Not to mention that it’s almost December, and I have to go home for the winter vacation to celebrate the New Year.

The days of sitting obediently in the passenger seat can be expected to last for a long time.

It wasn't until they entered the Audi 4S store that Kong Yixuan and Gu Ying saw real cars one after another that they truly felt the difference between luxury brands and ordinary brands.

The sales consultants in the lobby had long noticed the two young girls. Judging from their outfits and temperaments, they were obviously two female college students who had not yet graduated, so they seemed to have a good match when they received them.

Two or three minutes later, a male salesman walked up slowly.

"Hello beauty, what car do you want to see?"

"Let's just take a look, we haven't decided yet."

Kong Yixuan pursed her lips and smiled, then turned her head and looked around at the existing cars in the exhibition hall.

A mature salesperson has heard too many answers from customers like this. If they say they are just looking at it, they will most likely not buy it. They might just pass by by chance and come in to experience it.

"Then let me introduce to you our new Audi A3. This small and exquisite car is more suitable for girls to drive, and its appearance is also very good-looking."

The salesperson followed the instructions and procedures and took Kong Yixuan and Gu Ying to the depths of the exhibition hall, close to the after-sales service area, and introduced the Audi A3 parked at this location.

"Hey, Yingying? Are you here to look at the car?"

The two girls circled the car several times. When the salesperson was talking excitedly, a hand suddenly patted Gu Ying's shoulder.

"Sister Yuanyuan!"

Gu Ying turned her head, and behind her was the familiar short-haired beauty sister Hua Shiyuan. She had just gotten off a white Audi Q5 and was obviously here to do some periodic maintenance on the car.

"Yeah, my roommate wants to buy a car. I'll come with her to take a look."

Modify it immediately ~ half an hour