Reporter Zhang Baofan Zhang Shunzhi.
A post-90s entrepreneur, a father of three children, and 13 years in the children's clothing industry, this is the "label" on Yan Xingzheng, the anchor of Kuaishou children's clothing. In 2009, he and his wife Zhang Fang entered the children's clothing industry, experienced a difficult entrepreneurial period, and ushered in the "bonus period" of live streaming in 2018. Today, his Kuaishou account "Big Big Wolf Children's Clothing Store" has reached 3.16 million fans, with a maximum sales of 100,000 orders in a single day.
Because of distress, his wife's voice is hoarse.
Accidentally became a children's clothing anchor.
Brother Wolf "Yan Xingzheng is a standard Shandong man, with a height of nearly one meter nine and a weight of nearly 200 pounds. "I am an ordinary rural child in Linyi, and I have three older brothers at home, how difficult the family was at that time, you can imagine. Yan Xingzheng sighed that other people's post-90s generations are afraid of falling in their hands, and he has known since he was a child that he has to rely on himself to fight for everything.
In 2008, Yan Xingzheng met his wife Zhang Fang, Zhang Fang is also from a rural family, and the two cherish each other and support each other, starting the road of entrepreneurship. "We started selling children's clothes on the ground, borrowed 10,000 yuan and started a business, earning only 50 yuan a day. Zhang Fang recalled with a wry smile that in 2010, the couple opened a children's clothing store in the town, and later with a tenacity of hard work, the store opened to more than 1,000 square meters.
In 2018, the couple began to enter the field of live broadcasting, stepping into the Kuaishou live broadcast room for the first time and transforming into children's clothing anchors. Because the name of the Kuaishou account is "Big Big Wolf Children's Clothing Store", fans also affectionately call the couple "Brother Wolf" and "Sister-in-law Wolf".
At first, the outbound anchor in the store was Zhang Fang, but Zhang Fang had just been live for two days, and his voice was hoarse and speechless. "I'm a person who loves my wife very much, and I feel sorry for her, so I started a live broadcast for her. In this way, "Brother Wolf" became a children's clothing anchor.
In 2020, the couple closed their physical store and focused on online stores. Every morning, "Brother Wolf" will appear in front of the anchor desk on time, a mobile phone, a few fill lights, and dense children's clothes are all in front of the live camera.
From 0 fans to more than 3 million fans, "Brother Wolf" bluntly said "It's really difficult". "I crossed the river by feeling the stones, and I didn't know how to go live at first, so I looked for cheap goods to sell, but I went astray. I don't know how to say the terminology of bringing goods, I will say 'place an order'. "Brother Wolf" sighed, and later slowly transferred his ten years of store opening experience to online, and recommended good products to fans, which slowly won the recognition of customers.
I thought about giving up.
Sister-in-law "is so busy that she has no time to give birth."
When I had 10,000 fans, I thought about giving up, I was really tired, at that time, our physical store had a certain scale, there were three physical stores, one of which was more than 1,000 square meters, and the income was also very good. "Brother Wolf" felt sorry for his wife, it was the "bonus period" of Kuaishou live broadcast at that time, and the couple had to work until more than 2 o'clock in the morning every day, packing themselves in the small warehouse, which made Zhang Fang, who was pregnant at the time, suffer a lot of crimes.
Supposedly, a woman who has already given birth to two children should be very experienced, but I didn't know that I was three months pregnant, and I did it until I gave birth. When the due date came, the doctor urged him to go to the hospital, but he was so busy that he discussed with the doctor and postponed the hospitalization for 7 days. Zhang Fang said that every day is very busy, and it is precisely because of their love for the children's clothing industry that they have persevered.
With the launch of the Kuaishou small yellow car function, it means that the purchase process is more convenient for the couple, and the inventory pressure is greatly reduced. "You don't have to transfer all kinds of software to communicate and sell goods, you can also do pre-sales, you only need to take the sample clothes back when the little yellow car takes the order, and if it sells well, you will make up a little more, and you won't lose a lot if it doesn't sell well." The perfect and stable functions of the platform have also made the couple more confident.
Your own child is a model.
Let more children wear our children's clothing".
Starting their own children's clothing factory has always been a dream for the couple. In 2021, they started their own garment factory and their own registered brand "Tong Lai Tong Tong".
There are no professional children's clothing models in the store. "Our children are models, and the quality must be passed, so that Lao Tie can see what our own children are wearing, and the effect of our children's upper body is the effect of Lao Tie's children's upper body. "Brother Wolf" said that Kuaishou's fans are different from fans on other platforms, and they are extremely sticky, as long as you don't lie to him and treat him well, fans will always trust you. "We start with the production of children's clothing, and the fabrics and printing and dyeing can be strictly controlled, so that fans can save money to buy good things. ”
The longer an industry is done, the more thoroughly it is understood. "Now children's clothing is very 'involution', but we didn't simply lower the **, but thought about how to improve the quality higher, and we still have a slogan in the live broadcast room: 'It's not that the brand can't afford it, but the gray wolf's clothes are more cost-effective'. "Brother Wolf" said that children wearing his clothes can be seen on the roads in Linyi recently. "At this time, I have a special sense of accomplishment, and that feeling is indescribable, and I can't get it in exchange for earning 1 million.
When it comes to the future, the couple have the same goals. "We want to do a good job of quality children's clothing, so that more fans recognize us, and more children can wear our own clothes. "Adhere to the supremacy of quality, but also pay attention to the style of clothes," this is our original intention, hoping to bring more high-quality and low-cost goods to the old iron through our meager efforts. ”
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