Yanzi Valley of Jingcheng

Chapter 43 Important Conditions

Guan Sha originally priced her own brand lipstick at 128 yuan. Whether she sells it herself through traditional advertising channels or through the live broadcast of the twin sisters, the price is 128 yuan.

All the additional costs that Guan Sha calculated for working with Ni Die's team were based on the price of 128 yuan.

But on the phone, the business manager of Ni Die’s team told Guan Sha that if the lipsticks are changed according to Ni Die’s requirements, if they want to broadcast in Ni Die’s live broadcast room, they need to give customers a lot of discounts. These discounts are not limited to various gifts. It is the lowest price on the whole network, and it has to be the lowest price in the next three years.

Naturally, Guan Sha couldn't give the gift, because her "Shahuang" brand currently has no other products.

As for the lowest price on the whole network, the quotation given by Ni Die's team is: 48 yuan.

"You are a new product, a new brand, and a new company. It will take a long time for consumers to accept it. If your price is not low enough, it will be difficult to sell at the beginning." The business manager said to Guan Sha.

Hearing this, Guan Sha finally knew how Yun Xiabai's original 299 yuan skin care set was sold for 169 yuan in Yun Xiabai's live broadcast room, and it also came with a bunch of shower gel, shampoo, sunscreen, and how it came about.

"Okay, in fact, if we didn't help you look at the product, it would be hard to sell your lipstick for 30 yuan." The business manager said.

After hearing this, Guan Sha almost smashed the porcelain bowl on the table!
A lipstick priced at 128 yuan was cut down to 48 yuan for no reason just because I found Ni Die. What kind of sales model is this?What is the difference between this sales model and a butcher shop?
The most important thing is that Guan Sha thinks that for a product that she has carefully polished, if she casually cuts the price by more than 50%, she is just selling goods, not building a brand at all!
So is it necessary for her to cooperate with Ni Die's team?

Naturally gone!

Xiao Jie, Jiang Yifan and Du Jing all heard the whole process of Guan Sha's phone conversation.

"Crazy! Why are we looking for her to sell 48 yuan? Can't we sell it ourselves? Give her 60 pit fees just to sell 48 yuan?" Du Jing was filled with righteous indignation and defended Guan Sha.

"Well, that's why we don't cooperate anymore." Guan Sha said.

At this moment, the waiter brought the grilled meat platter to the table, and Jiang Yifan hurriedly asked Guan Sha, "How about some barbecued pork? You used to love it."

"Hey..." Guan Sha sighed and took a piece, thinking that the attitude of Ni Die's team is not forcing herself to become an anchor to brag about herself?With such a high pit fee and commission, if the price is not set at a high point, it is impossible to make money at all.

Xiao Jie ate snacks and drank tea very quietly. He knew that Guan Sha needed a brief moment of silence at this time.

In Xiao Jie's view, Guan Sha is a rich second generation who is eager to prove her ability through one thing. Such rich second generations are often fearless, have ideals and passions, and can start again at any time after failure Capital, so he is not worried about Guan Sha.

On the contrary, Xiao Jie felt that it was very rare for a beautiful girl like Guan Sha not to waste herself in nightclubs, not to look for a job after graduation and to spend money traveling around.

At least the thought of the girl in front of her is positive, and her original intention of starting a business is pure and beautiful. She wants to make a good product, and she wants to build a good company that can operate and maintain word-of-mouth and brand. What she thinks should not only be make money.

"Mr. Xiao, what did you want to say just now?" Guan Sha asked suddenly, as if she had pulled away from the blow just now.

"You forgot..." Xiao Jie reminded with a smile.

"Ah?" Guan Sha was a little taken aback, "What did I forget?"

"Just forget to call me Xiao Jie." Xiao Jie said.

"Oh hehe, I'm sorry Mr. Xiao... Oh no, Xiao Jie... Oh, I always feel that you are a big leader, and it's not good for me to call him by his first name."

"Since when did you post-90s become so bureaucratic?" Xiao Jie put down his teacup with a smile.

Guan Sha hurriedly explained, "No, no, I see Brother Yifan also calls you Mr. Xiao!"

"It's different, Mr. Xiao is really my leader." Jiang Yifan said.

"Then we're not in your company now! And it's not working hours yet!" Guan Sha retorted.

When Xiao Jie heard the words, he immediately spoke earnestly to Jiang Yifan, "You gave your junior a bad head, you have to change it."

"I'm different. I'm a post-80s generation." Jiang Yifan said with a smile.

After hearing this, Xiao Jie turned away helplessly, and stopped looking at Jiang Yifan, but brought the topic back on track.

"You asked me before, is it because you can't surpass Ni Die and Yun Xiabai, but the start time is wrong, what did I say?" Xiao Jie asked Guan Sha.

"You said it's not just that." Guan Sha hurriedly answered.

"Well." Xiao Jie nodded slightly, "The reason why I say this is because you and Du Jing have not discovered a fact, the fact is that the reason why those anchors who bring goods can become top-tier, apart from timing, platform and sales There is another indispensable condition for skill, and this condition has nothing to do with personal ability."

Guan Sha and Du Jing had big question marks in their minds when they heard the words.

What else is needed?And this condition has nothing to do with personal ability...

Guan Sha and Du Jing didn't know something. Ren Tianxing had already summed up the answer to this question in his farmer's room without a wardrobe and full of cockroaches.

Ren Tianxing excitedly said to Mo Ru, "Didn't I tell you that the live streaming anchor is different from other content-based KOLs?"

"Yeah." Mo Ru was standing on the bed at this moment, hanging the freshly dried clothes on the iron rod one by one.

"Now I've noticed something different!" Ren Tianxing sat up straight with his legs crossed, "Look, those game UP masters I followed before, whether they are good at playing games or have a good mouth, can explain, relying on one person The ability can become popular, and those cooks, painters, video editors, and jokes, in the final analysis, become KOLs by making content, and the battlefield is a battlefield for one person.”

Mo Ru still hung up his clothes and didn't go to see Ren Tianxing, nor did he agree.

"But live streaming is different, very different." Ren Tianxing continued, "Live streaming has little to do with personal ability. In other words, I think the core of the competitiveness of live streaming is not the individual anchor, but the It lies in a team, in the team's ability to combine the products they recommend, who is better at selecting goods, who provides more comprehensive products, and who can better meet the needs of consumers, and who can retain fans."

At the same time, Xiao Jie in the teahouse accepted Ren Tianxing's words with a serious face.

"So, Guan Sha, if you become an anchor yourself, you will probably have to spend a lot of energy every day looking for goods. A newcomer, without a team of [-] people like Ni Die, and without a complete supply chain behind Yun Xiabai, how can you surpass that? What about others?"

Seeing that Guan Sha was silent and did not speak, Xiao Jie slowed down his tone, "Even if you have built your own team, you are still a newcomer, and it will be very difficult to climb up step by step. In addition to your own hard work, the platform has to be given to you." Resources will do.

Look at Yun Xiabai, the platform used to give him tens of millions of subsidies to conduct 618 live broadcasts.

These platforms actually have their own ideas. They don’t want to rely on a single super anchor, so they need other people to attract traffic and add new users. That’s why Douyin found Teacher Luo, and Taobao found hundreds of celebrities to participate in the interaction. Celebrities all bring their own traffic, but there is no place to realize the traffic. You say that you Guan Sha is not a celebrity, and secondly, you don’t bring your own traffic. When the resources of other platforms are limited, should they support you or those I just mentioned? What about people? "

After hearing this, Guan Sha unconsciously clenched her teacup tightly.

Xiao Jie's words stabbed her body like sharp knives, just like the business manager of Ni Die's team on the phone... If the business manager just made Guan Sha bleed, Xiao Jie's series of blows, Guan Sha felt that she was seriously injured.

But Xiao Jie didn't seem to intend to rescue this soldier who was about to bleed to death.

"Do you know why Ni Die asked you to go back to change the product and re-produce it, and the last 128 yuan lipstick was only sold for 48 yuan?" Xiao Jie continued, "Because she not only wants your product to be good, but also wants your price to be low, to put it bluntly. "Low price and good product" is the core competitiveness of her live broadcast room.

I am not surprised that Ni Die asked you for the lowest price on the entire network, or even the lowest price in the next three years, because if she did not have such bargaining capital, her fans would not be able to keep them and would go to other prices. The live broadcast room of the lower anchor.

If you don’t want to give it, naturally there are other merchants who just want to sell goods, don’t want to be a brand, or just want to advertise to make money, so Ni Die’s fans can always buy the cheapest products of the same quality in Ni Die’s live broadcast room For commodities, Ni Die earns, fans earn, merchants earn less profit, but they also earn popularity and market share, which is always a positive cycle. "

"So I must have no chance?" Guan Sha said in despair.

"It's not completely absent, but as I said, it's a small probability event." Xiao Jie said seriously, "The Matthew effect in this industry has already formed. The strong get stronger and the weak get weaker. Whether it's Ni Die's professionalism or Her mature team, the trust of fans in her, the pursuit of her by merchants, or the resources given to her by the platform are all enough to make her moat thick enough and high enough.”

"Brother Xiao, what do you think will happen to these small and medium anchors?" Du Jing interrupted suddenly.

Xiao Jie looked at Du Jing with gentle eyes, "Once the Matthew Effect is formed, it will become more and more difficult for small and medium anchors to make money, that is to say, more and more people will be washed out, and Ni Die and Yun who have a moat Xia Bai, they can still continue to make money, but you..."

Xiao Jie turned to look at Guan Sha, "You can rethink, besides being an anchor, besides selling lipstick, what other things are you really good at, and what other industries are less competitive and have a chance to stand out."

What everyone doesn't know is that Xiao Jie and Jiang Yifan appeared in the tea house this time. Apart from meeting Du Jing and consolidating the strong old customer of Aunt Du's Hot Pot Restaurant, there is actually another important task to be completed, and this task, It happens to be related to Guansha.

(End of this chapter)