Does Hendy really write cars faster?

Really, the number of fans in Hendi's poetry live room

From 0 to 4,665,438+600,000

The central figure in this live broadcast team

It's a father and daughter

Tong Jiangyan, Chairman of Henderson

And his daughter Tong Jiaxin.

Follow Chun Chaojun today.

Let's meet.

From Returnee Designer to E-commerce Leader

Save 4 million fans from 0

Around 20 18 years ago, live broadcast gradually rose in the market, and many brands began to test the water one after another, and the market situation changed. It was also in this year that Hendi's poems began the road of online transformation, from focusing on the wholesale and retail of offline stores for 30 years to focusing on live broadcast on the platform of A Auto Fast.

At that time, Tong Jiaxin and his father made a bold decision and chose a faster platform with more Aauto groups in the North to start the live broadcast.

To broadcast live, the first problem to be solved is who will broadcast live. The salespeople in offline stores are obviously the most suitable candidates, because they know fur.

At first, the salesman just briefly introduced the products in the live broadcast room, and the live broadcast lasted about 3 hours. Basically, one person hangs clothes and one person explains. No one paid attention at first.

However, starting from "zero fans" to do live broadcast, there is more than one problem. In addition to attracting fans' attention, every link such as backstage link and delivery is very important. All this is completely strange to returnee designer Tong Jiaxin.

How to transform from a professional designer to a qualified person in charge of e-commerce, Tong Jiaxin's secret is to explore the experience a little.

◆ In the choice of anchor, Tong Jiaxin and Tong Jiangyan "went into battle in person". In the live broadcast room, the father and the daughter became the core force of the live broadcast with their deep understanding of fur. At the same time, Henderson also recruited several professional anchors who have an understanding of fur and strong expressive ability;

◆ In terms of live broadcast time, Shi chooses to start live broadcast from 6: 00 am to 10 every night, and the live broadcast effect is remarkable in different time periods;

◆ On the live broadcast team, Shi set up a live broadcast team to rationally allocate strength in various aspects such as anchor, customer service and distribution. ......

With thousands of days and nights of persistence, Shi has become the fur head IP of the live broadcast platform.

From production research and development to sales.

The average daily sales volume of fast-selling styles exceeds 10 thousand pieces.

It is understood that Henderson has large production plants in Haining and Liaoyang Tongerbao, and its products have already passed the quality world standard certification and china leather mark certification. It has been the king of fur clothing in China for three consecutive years, lasting 15 years, and has also won dozens of honors such as fur industry design award, innovative enterprise award and best governing unit.

After 30 years of accumulation, Shi has guaranteed the quality and fineness of fur clothing from the source and has a strong supply chain capability.

After choosing the live broadcast, Tong Jiaxin thinks that the design style of fur needs to be more in line with the aesthetics of modern young people and more fashionable. In her words, it is to be a fast fashion brand in the fur industry, constantly changing and satisfying everyone's pursuit of clothing style.

At this moment

The live broadcast of Hendi's poems has been completed.

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Hengdishi has its own design department, which will design according to the fashion trend of the new season. Tong Jiaxin chooses products that he thinks are beneficial to production and sales every day. This is why the live broadcast room of Hendi's poems has a new style every day, and there are frequent explosions. Today, there are more than 10000 products of Hendi's poems, which can be broadcast live for one week without repeating samples.

In addition, in the live broadcast room of Hendi's poems, the anchors will also recommend different styles. Once there is an explosion trend, the live broadcast team will choose key recommendations and sell them through discounts. Now there are basically about three explosions every day, and these novel styles have become the biggest force of Hendi's strong live broadcast.

From single-handedness to matrix accounting

The most important thing in live broadcast is sincerity and conscience.

After three years of development, Hendy's poems have become the mainstay of Aauto Quicker live broadcast. This year, Hengdishi was selected by Aauto Quicker as an e-commerce brand merchant and the only fur shop. This brand effect, the scale of "fan economy" is hard to come by. In this fast-paced era, Tong Jiaxin has his own ideas on how to continue live broadcast, establish a leading position in the market and build a "fur live broadcast empire".