Behind the basement of the trade center in the south of Guangzhou City, China - is a very important "factory".It does not produce clothes or footwear or any kind of goods you can think of, but where dozens of live-stream network stars for countless viewers.
In just a few short years, Hifan Multimedia Media Company has been on the list of "Top 5 of Guangzhou media companies".With only 40 employees, Hifan has created a launch pad for more than 100 online stars - individuals with spreading and influencing on the Internet (also known as KOL).
Hifan is the place where the new generation of new network stars for China, and is also a source of life for sales-stream services.In China, it is called "Enterainmerce" - grafted fromEntertainment(Entertainment) ande-commerce(E -commerce).
According to statistical toolsIresearch, revenue from the live-stream industry in China soared up to 180% in 2016, valued at 21 billion yuan (about 68,000 billion VND).Meanwhile, the content they created is very simple: the network stars dancing, singing, interacting with life stories with followers.
When the coverage is large, the live-stream starts to appear online.It can be said that this is the optimal way of sales in the digital era - fast, convenient and hit the thought of "see live -stream, see goods and like to buy" customers.Not only easy to access from all over, the user interface is simple and intuitive also makes the success of sales via live-stream.
Hifan CEO, Tiger Ai, said that the total domestic revenue of this business in 2017 has reached 30 million yuan (about 97.5 billion dong).Their activities are not complicated: using network stars to sell clothes, shoes and makeup.
However, only the insiders understand the dense working schedule at Hifan: CEO of working offer from 12-14 hours/day, and the network stars do shifts 8 hours, from 4 pm or 9pmuntil late late.At that time, the new customer had time to sit in the computer and groped on the internet.
In Hifan, there are 12 areas, each room Live-stream is on its own theme.
One of Hifan's 12 live-stream areas, namely the singing place of network stars
Due to the different themes, the decoration of each room is also different: there is a decoration such as a "sweet candy" living room;Other places are like a bar selling wine ...
"The appearance is so flashy, this is an extremely fierce business and can be exhausted of anyone.The network is mostly early 20 years old.Hifan CEO, Mr. Tiger Ai said.
Indeed, in a short "Internet star" career, the individuals here must do their best to increase their own dignity to be considered successful and can be transferred to other professions.
Customers in China are increasingly demanding transparency and authenticity in their shopping experience.In particular, the factor "admiring idols" will give them more confidence in the product, promote common sales.
With an increasingly faint boundary between electromagnetic commerce, social media and entertainment - AI executives believe that China will become the non -traditional retail empire of the future.
Hifan warehouse staff package products to deliver to customers after each live-stream
"The success of a network star depends on the personality, the way they entice and create a loyalty. This means that the network needs to create a unique connection between yourself andFollowers ",Who continued.
There are two main forms of live-stream networks: A group focuses on sales, the second group focuses on entertainment.
Those who sell goods will enjoy commissions, from 20-30% of the value of each product.And the group focused on entertainment will receive remuneration through "virtual gifts" (can be converted into real money) that fans give,
Most of Hifan's network stars have remuneration from 20,000 to 40,000 yuan/month (65 - 130 million).They can work flexibly at the company office, at home and even outdoors.
"Cici Ha", 22 years old, is not a network star but has organized an online fashion wholesale market for young people, every month also enjoys commissions from 90,000 - 100,000 yuan/month (292 -VND 325 million).
Equally as "Suca Lam", a 20 -year -old dancer has 130,000 followers on Weibo social network - can earn up to 60,000 yuan/month (195 million) from selling cosmetics to young people.Suca Lam also cooperates with Hifan to live-stream to teach dance, vocal training, exercise.
Any activity that attracts many followers can make money
"Yoyo Giang", 27 years old, quit the teacher's job to switch to selling online fashion.To build his own reputation, Yoyo Giang has turned himself into a star with activities such as singing, dancing, chatting with fans.
Tiger Ai said that individuals who do not have enough skills to become a singer or professional actor are aiming to polish their names with live-stream.
"They look so happy, but chatting or singing continuously to attract viewers is busy and competitive work",Who said.
Besides running Hifan, whoever considers himself to give the way to the network stars.He taught them how to speak, behave and how to keep fans.
Kol's personality, lifestyle, style along with the way they interact with fans will be the source of life of a new sales concept;Because each person has a calculation, the content of the hifan creates will have the potential to change constantly, immutable with each KOL.
In short, sales-stream sales or "Entertainmerce" has been and will create a huge resource for companies in the nation of billion people.
Refer to SCMP