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　　Yuanyang Entertainment Official Register: "The mushroom Street, the director of Q? 79208258 red network live like some kind of return you"
　　
　　after Entrepreneur ask this question to Chen Qi, founder of mushroom Street, he paused slightly, saying : "can not say return, in fact we have been doing it, just live red network gives us a very big opportunity for us to show we want to do it with a better form." and his mouth that piece "want to do", it refers to the interaction between people formed on the mushroom Street this "street." It is also seen as advantages Chen Qi mushroom Street expand the live business.
　　
　　In 2019, he began to mushroom Street all the chips into the live broadcast. Chen Qi revealed to the media, direct sales may be close to 80% of mushroom Street GMV. "We are increasingly focused supply chain, will do about the content live." Chen Qi said.
　　
　　This implies that after the 2018 listing, the stock mushroom Street since the end of June this year has been hovering at more than two US dollars, compared with the peak period of 25.69 US dollars / share has fallen nearly ninety percent, the market value has shrunk dramatically. Visible, mushrooms street trying to live by their own pull out the dilemma.
　　
　　By this time, on Taobao and vibrato, red network also frequently broke amazing results: "Taobao first female anchor," Silvia, a single game (2 hours) up to guide the sales of over 267 million yuan, the highest single item boot sales of over 27 million yuan in 2018 to guide the total turnover of about 2.7 billion yuan; in 2018 "double October" on this day, a lipstick brother Li Jiaqi by live five minutes sold 15,000 lipstick.
　　
　　Red network broadcast to more powerful vitality has been the concern business platform and the upstream side of the brand. In addition to Taobao, mushrooms street, vibrato, deft, YY, Jingdong, ocean pier, the only product will also have overweight live.
　　
　　Wen Chung, senior director of content ecological Taobao has said that the next three years, Taobao live will bring 500 billion yuan deal size. And Chen Qi predicted that about three years probably, more than half of online merchandise will be sold through the anchor. This is the view of some, a new round of reshuffle electronic business platform opportunity.
　　
　　Red core network is live, live into electricity with trademark
　　
　　At present, the main broadcast network red two types of platforms, one is electronic business platform, one is content platform. Electricity supplier supply chain platform behind the foundation, and through long-term accumulation content platform has a large number of KOL, various advantages each speaker.
　　
　　2016, net red mushroom Street began to try to live. Taobao in the same year started the live broadcast and the live channel independent last year out, the next will be the establishment of an independent business unit. 2018 Taobao live platform with a cargo of more than 100 billion yuan, year on year growth of nearly 400%, 81 anchor of the more than 100 million yuan.
　　
　　"Red Network" This concept is not new, the era of microblogging network was born a lot of red, Zhang Dayi is one of them. She started from the era of microblogging, completed the primitive accumulation of popularity, gradually accumulated tens of millions of fans on Taobao. With the sudden emergence of Silvia, Li Jiaqi, a new generation of anchors, Zhang Dayi and other original Red network also constantly self iteration.
　　
　　Therefore, "Network Red" With the platform and has been engaged in an iterative changes in technology. Platform changes directly affect the sale of the way the front desk, and even the whole Forced back-end supply chain, also raised red net higher requirements. "You're a great network microblogging red, but the vibrato is to start from scratch. First, we must establish their own start all over again the courage and vision, second floor very quickly." Zhang Dayi, said on state business.
　　
　　Zhang Dayi
　　
　　Taobao live person in charge of Zhao Yuanyuan told the media that there are over 1000 live-agency cooperation with Taobao, anchor sign up to people in the following institutions of a total of 10,000 people.
　　
　　So, how to train and retain good anchor, has become the platform for these issues to face. In particular, the face of overwhelming live Taobao's competitiveness, how other platforms self-consistent? Chen Qi entrepreneurial Bontang words, in this regard, they also eat a lot of losses. In the past, many mushroom Street "Red Network" will flow Taobao after accumulated some fans, because of the greater Taobao's transaction volume.
　　
　　Today, live but to a greater mushroom Street confidence and emboldened, in part due to the characteristics of this "live" itself. Chen Qi said that in the era of graphic, mushroom Street to do a lot of things-enabled web store Red, but after training them big, they have turned to Taobao or other platforms, because graphics can be easily copied. But different live, these fans are produced on the platform, we need to anchor continuously maintained via live, and anchor the energy is limited, often unable to operate multiple platforms at the same time, have a certain "exclusive."
　　
　　Another part of the support network from mushroom Street red round. "I think the only mushroom Street Taobao and live link intact, although we scale and Taobao is far worse." Chen Qi said. And he says the scale, including the anchor recruit, train, support, and tube, as well as the development, together with all relevant trading system, service system and traffic systems supply chain. For example, to get help anchor the supply chain, the individual can not afford to butt butt anchor brand endorsement for the anchor to do, to provide software and data products, even after their team to help expand their hiring, training team, long-term development plan.
　　
　　"All the things that he (anchor) will be long-term, sustained in our business here." Chen Qi said.
　　
　　More categories migration to online
　　
　　In fact, the fact that two or three years, has demonstrated a conclusion: In addition to Li Jiaqi, a lot of big V, the V, V are little ability to bring goods. "There's a time course, may be just the touch of people broke out, this is the chance. Of course there are necessity or inevitability itself with people, institutions or related to the product." Fashion Capital Partners Lin Weidong said.
　　
　　2018, Taobao live sales of over 100 billion yuan to 36 billion yuan deft, some of the not well-known platforms such as Macro Church has reached 25 billion yuan. Personalized anchor plus the selected product and sales capabilities, coupled with the limit of low-cost stimulus, consumers tend to obediently pay. The network also allows some of the original red on Internet sales is not ideal category gradually. IDG Capital Managing Director, said army building, end of last year, when there is a data so that he shines, and that is to sell jade Taobao live this category than women. In the graphic era, Jade sold on the network effect is not ideal, because different Jade display surface, but live to meet the unique needs of sales, such as the need in the back lighting with a flashlight to see transmittance, Therefore, sales began to surge.
　　
　　"Basically now, live red net sales of goods, there are two categories: one is the type of experience, that is, including beauty, clothing, food; a class of non-standard, such as antique appliances, second-hand luxury package and so on. "Director Zhang, general manager of the sub-fund it real Tao concluded.
　　
　　In addition, they live also included growing sales system, continuously expand the product and geographic boundaries of the commodity conversion to a higher level. September 22, Ali "Malaysia Week" ended. Meanwhile, Silvia, Sydney, and other eight strong child baby Taobao sales to the users anchor bird's nest from Malaysia, durian, white coffee, a record three seconds one million yuan in sales, 10 minutes 5 million yuan in sales, 5 minutes 80000 bottle of bird's nest and so on record. Meanwhile, Ali also began the live mode output to Malaysia.
　　
　　In addition, more and more agricultural products are beginning to use live approach to sales, conversion rate has been greatly improved. Qiming Venture Partners, said Zhou Ling Fei, a former TV shopping is the case of many, feedback is very poor, because it does not know how many people could sit before the television, how many people want to buy, but live has a direct feedback, you can direct point of praise to ask questions directly, wherever he goes cold when things are hard to sell, when the conversion of heat wherever he goes will be doubled.
　　
　　"After all the work the electricity supplier (business platform) must do to live in, then do into the category, price, traffic will have a supplement." Floor, the military said.
　　
　　Chen Qi, founder of mushroom Street
　　
　　Live on-line at the beginning of the beginning of 2016, Chen Qi did not expect this business to continue to develop, and even make the whole business structure to be remodeling. This remodeling in several ways:
　　
　　First, although the mushroom Street has been people-centered, but the identity of these people, or that his own work, his contacts and consumers have changed the way;
　　
　　second, way contact with consumers from "human-computer interaction" to "everyone interaction", which gives the interior mushroom Street brought a series of effects;
　　
　　third, changes in the structure of income. From the perspective of revenue model, the past mainly rely on PPC, but into a "human interaction", it is difficult to use this way too much to get their income, therefore, some platforms have a reward as well as other sources of income .
　　
　　In addition to sellers themselves, Chen Qi mushroom Street also hope there are more "fun" "Good shopping" content, for example, by adding live in "a reward" feature, so that the content naturally emerge. A portion of the anchor spontaneously organized a so-called "pet pink Festival", and fans together homely chatter, sweepstakes, watching TV. Many fans on the platform talking about these anchors to clearly and logically.
　　
　　Based on these, the internal organizational structure of mushroom Street also been adjusted. "We live now VP tube with most of the business. He used to be just a part of the tube, and now he was in possession of most of the specific operations." Chen Qi said.
　　
　　Forced to live Supply Chain
　　
　　industry chain is undergoing tremendous changes, and these red network has gradually formed its own supply chain system. "Changes in technology actually gives more people the right to a brand." Lin Weidong said.
　　
　　Net position as a major red live in the past apparel brand of conventional mode of operation is a year ahead of forecast, while fast fashion brand ZARA this can be done six months in advance. Net red shop can do the same six months ahead of forecasts, but the anchor, the interaction between the user and because the stronger, and therefore can be used to sell clothes is not the kind of clothing before mass production, if the user's favorite high degree, the number of pre-orders and more on mass production, if the feedback is not ideal to do a few less, or even simply a refund or compensation for some of the coupons to the user to reduce unnecessary losses.
　　
　　This is a bonus anchor structural changes brought about by generated, is so concerned for each platform. But let live network red clothing styles iterations faster. Hangzhou First, said a general manager of e-commerce Co., Ltd. Zhao Xu said that at present, a live broadcast takes about 50 styles, many games live every day, the demand for great clothing styles, this plant has put forward higher requirements.
　　
　　Red network broadcast, there are also more uncontrollable factors, such as sales of products not on track after production, shipments, resulting in a large number of back orders, and therefore requires a high degree with the plant. In addition, lower commodity prices also makes live, because the anchor supplier and will direct consultations, hoping to get the lowest price to sell to their fans.
　　
　　Zhao Xu from a Taobao shop started, and now he has set up base in the supply chain operates its own clothing brand, and have their own factories. Last year, he felt the great changes of red network live, began to build its own network red team, not only the introduction of extranets red, also signed its own network from scratch red team training.
　　
　　But more and more people began to flood, to make this difficult to do business has gradually up. 2018, Taobao began promoting live base and base construction industry. Industrial base refers to some urban industrial zone set point, so that anchor the past broadcast, such as Haining Leather City, Changshu City clothing. The base is to live so that we get a piece of land to public investment, to integrate the supply chain come in, so that anchor to "take the broadcast." Taobao currently has 96 base clothing categories, there are nine categories of jewelry, this year's plan is to increase to 200 bases.
　　
　　Platform who want to control the supply chain. Therefore, in this competition and Taobao, Chen Qi hoping to do a good job dislocation competition. This one has a key point is to provide 200 dollars or less as good quality goods, the best possible design, style, and respond quickly to market as much as possible.
　　
　　"The logic is very simple: if all my goods can be found on other platforms, then the long term, our competitiveness is still a big gap," said Chen Qi.
　　
　　Chen Qi also hopes to solve the "standard" problem, the simplest of which is the standard size. He hoped that future users both in mushrooms which anchor the street to buy clothes, size can be consistent. In addition there are many standards, such as jeans washing standards, environmental standards and animal protection standards, and so on. "This thing is like a similar Taobao this platform is not so much a solution, at least it takes a long time to resolve." Chen Qi said.
　　
　　Even Chen Qi also want to after sales customer service all the responsibility of the mushroom Street, thus ensuring a consistent user experience, allowing users to buy anything sold on a platform anchor, and anchor to interact.
　　
　　Behind this is a red mesh quality and quality of the goods they are selling jagged concern because regardless of changes in the form of sales, will not change the nature of retail, that is, goods, supply chains and economies of scale. This is also the problem of red network broadcast to leave the industry. With the increasingly fierce competition, "Matthew Effect" is emerging.