“I marked the color and style of this carpet for you, and we will deliver it as soon as possible after it is broadcast!” In a carpet company in Wangduzhuang Village, Cuihuangkou Town, Wuqing District, Tianjin, a young lady is talking to customers through a live broadcast comminicate. This morning’s session was only halfway through, and more than a dozen bundles of carpets marked with buyer information had been piled up in a corner of the live broadcast room.
Live streaming of carpets like this is now performed every day in the workshops of many carpet companies in Wangduzhuang Village. This small village located in Cuihuangkou Town, the “hometown of carpets”, not only has an excellent tradition of carpet production, but also actively “shocks”, taking advantage of the power of e-commerce, and the online and offline sales have been evenly divided in a few years.
In the words of the villagers, it is precisely because of firmly grasping the many opportunities in the carpet industry over the past decades that this village has been able to become a leader in the industry chain. Sailing the sails with the wind and bravely standing at the forefront of the tide have become the magic weapon for Wangduzhuang Village to revitalize commerce and industry and become rich.
A live broadcast room was set up in the carpet factory
If you step into Wangduzhuang Village and learn a little about the development of the carpet industry here, you may be surprised that this village with a registered population of just over 400 has as many as 47 carpet companies. The economic scale of the carpet industry in the village will be 2021. It has reached 300 million yuan a year, and it is a veritable “carpet industry village” and “100 million yuan e-commerce village”.
Driving into the village, you can see many trucks transporting raw materials and collecting finished carpets parked on several main roads, which shows the scale of the carpet industry here. The scene at the beginning of this article took place in the workshop of Tianjin Yuanfengsheng Carpet Co., Ltd. (hereinafter referred to as “Yuanfengsheng”) in Wangduzhuang Village.
A live broadcast is going on in Yuanfengsheng’s workshop
Yuanfengsheng is a representative enterprise in the carpet industry in Wangduzhuang Village. Its business covers multiple links from production to sales. Currently, it can produce about 250,000 square meters of carpets of various colors every month. Du Dezhong, the legal representative of Yuanfengsheng, started his own factory to manage carpet production in the late 1990s. When talking about the changes in the industrial form in the past few years, he was very moved.
“Only two or three years ago, the vast majority of carpet practitioners in the village didn’t know what ‘live delivery of goods’ meant, and online sales were far less than offline sales. But as soon as there are new things and new tricks , everyone actively tried it, and the village became one of the first places to try live broadcasting and delivery of goods in villages near and far. After a trial, everyone found that the effect was very good, and live broadcasting became an unshakable business content every day.” Du Dezhong recalled , their own live broadcast room is very lively, customers often place orders and pay directly during the live broadcast, and sometimes propose to customize a certain carpet with the pattern provided by themselves, and sometimes interact enthusiastically with the host. New formats never thought of years ago.
Today, Du Dezhong’s daughter, son and several other staff members are live broadcasting on the second floor of Yuanfengsheng’s factory building every day. Du Kunze, Du Dezhong’s son, is 23 years old this year. He is still in college and often helps live broadcast in his factory. He has a lot of experience when talking about this work.
“Although everyone welcomes new things, no one is sure how to do this live broadcast at the beginning. Since last year, my sister Du Chunxiao decided to seize the live broadcast business in the factory and began to use Douyin and Xiaohongshu in large numbers. Wait for the live broadcast platform to watch and learn, and cross the river by feeling the stones.” Du Kunze introduced.
This trick of “photographing a cat and drawing a tiger” sounds simple, but organizing a live broadcast is far from as easy as ordinary viewers see. There are a lot of things that are invisible to the audience outside the camera. However, everything is done first. Soon, Yuanfengsheng organized a live broadcast team of 6 people. There was a clear division of labor between who was in charge of filming, who was in charge of appearances, and who was in charge of operations and customer service. A small carpet live broadcast room was running like this.
In order to make the live broadcast, these young people took a lot of thought
It is easy to live broadcast, but how to “do it well” is not easy. Nowadays, there are so many e-commerce live broadcasts, and it takes two to three hours for merchants to do a live broadcast, but users may only spend a few seconds on their mobile phones before deciding whether to stay or not. How to keep the attention of the viewers who enter the live broadcast room and stop their fingers from continuing to swipe? For this reason, the construction of the live broadcast venue, the selection of products, the direction of the camera, the language and rhythm of the interaction all need to be carefully crafted.
“Now we have two regular live broadcasts every day, one from 9:00 am to 12:00 am, and one from 9:00 pm to 1:00 am the next day. A total of 10,000 people can enter the live broadcast room for a live broadcast, and the instantaneous audience is also With nearly 100 people, the daily live broadcast sales are about 70,000 to 80,000 yuan. It can be seen from the data that it is very important to retain viewers and let them watch for a while, so as to increase potential consumption opportunities.” Du Kunze introduced.
Du Kunze recalled that after the live broadcast every day, he, his sister and other colleagues would study the ordering situation of the audience that day. Which products are selling well, whether the selection of the next game needs to be adjusted, and whether there is any problem with the interaction with the audience, all these must be reviewed. The broadcasting time of the evening live broadcast is already late. After all the post-rehabilitation work is completed, you may not be able to sleep for a few hours, and you have to start preparing for the live broadcast the next morning.
After the live broadcast work became more and more familiar, Yuanfengsheng’s live broadcast team began to consciously summarize the customer base, so as to make more accurate marketing. “The audience’s age, gender, location, and even the season and temperature when purchasing the carpet will lead to different purchase needs. Although the carpet is not a complicated product, it will be discovered after a long time with customers. Good customer and product analysis can really improve the efficiency of live broadcast.” Du Kunze introduced with a smile.
I have been doing live streaming for a long time, and Yuanfengsheng’s live streaming has also encountered some difficulties. “For example, during the Omicron local epidemic at the beginning of this year, the logistics were affected. Although the live broadcast could be broadcast as usual, it could not be delivered in time. According to the regulations of the live broadcast platform, the customer must deliver the goods within a certain period of time after placing an order, otherwise the We have to deduct money. From our point of view, on-time delivery is also a way to win the trust of customers, so everyone is very anxious. While reporting to the platform, explaining to customers, we finally got over the difficulty.” Du Kunze recalled road.
Today, 50% of Yuanfengsheng’s sales come from online, a large part of which comes from live streaming, and the other part comes from online stores opened on various Internet e-commerce platforms. Speaking of such a huge change, the older generation expressed both surprise and approval.
“Before the advent of the ‘e-commerce era’, our older generation of carpet practitioners were running orders and discussing cooperation all over the country. This live broadcast delivery of goods is really a new thing for our generation. I didn’t even think of it. It will reach the scale it is today.” Du Dezhong’s wife, Yu Baorong, told reporters, “But when new things come out, you have to force yourself to learn and change. Don’t look at the large-scale and gratifying benefits of the carpet industry in the village today, but Once one step fails to catch up, it is easy to lose the original advantages. Therefore, for new things, we can only try to understand and try as much as possible. It is not easy for us practitioners of the older generation to understand, so let the children, let us Young people let go to explore, which is also a kind of innovation and progress in inheritance.”
Chasing the wave in the innovation of the carpet industry:
The village party secretary bluntly said that “it has always been like this”
The phrase “innovation and progress in inheritance” may be recognized by many villagers in Wangduzhuang Village.
In the view of Du Defu, Secretary of the Party Branch of Wangduzhuang Village and Director of the Village Committee, Yuanfengsheng is the epitome of many carpet enterprises in Wangduzhuang Village.
Du Defu introduced that the history of carpet production in Wangduzhuang Village can even be traced back more than a hundred years ago. Long before the founding of New China, the auxiliary materials needed for carpet production, such as cloth, yarn, dyeing agent, glue, etc., were assembled in many villages in Cuihuangkou Town by traveling merchants from south to north. They either continue to be transshipped or produced locally, and the technology accumulation required for carpet making is gradually passed down from word of mouth to villagers in each village.
After the reform and opening up, the entire Cuihuangkou Town took advantage of the talent advantages accumulated in the past, as well as the advantages of being located at the intersection of Beijing, Tianjin and Hebei, and the advantages of convenient logistics and raw material collection. A large number of carpet township enterprises were quickly born, “Cuihuangkou Carpet ” Gradually hit fame.
In Du Defu’s view, in the past forty years, there have been many innovations in the production of “Cuihuangkou Carpet”.
“When I was young, I was an apprentice in carpet making. In my eyes, Cui Huangkou’s carpet making has experienced at least four generations of changes—the earliest ones were hand-cut carpets from before the founding of New China to the early reform and opening up. , Hand weaving, a skilled worker may only be able to make about two feet of carpet a day. After the 1990s, it gradually transformed into semi-manual and semi-mechanical, such as using manual guns, introducing sewing machines, relatively automated hanging glue, etc., a skilled worker can produce a day It also reached about eleven or twelve feet. Around 2005, the degree of automation was higher, and important processes such as gun stabbing and gluing were highly automated. After that, the workload was no longer calculated by “how many feet per day per unit of labor” , a carpet factory with about 60 people can produce about 100,000 square meters of carpets a month.” Du Defu recalled.
Du Defu said that since six or seven years ago, carpet production has gradually entered the “fourth generation”, that is, the era after the popularization of digital printing technology. “The most notable features after this are, first, less labor and higher output, which can usually be handled by seven or eight workers in a production line; second, customized production has become easier, as Yuanfengsheng mentioned, Some customers directly send patterns with higher pixels, and manufacturers can directly customize production, and the production efficiency is very fast, which has greatly changed the production and sales of carpets.”
Yuanfeng carpet production line
During the conversation, Du Defu’s recollection of each change in the characteristics of the industry seemed to be understated, but he also emphasized that each innovation actually contained the efforts of generations of practitioners to catch up with the trend and avoid being eliminated by the general environment.
“The scale of agglomeration industries with outstanding advantages has attracted many villagers from far and near to join them, and has also created many employment opportunities. But on the other hand, the huge industrial scale and mature operation methods have also brought some development bottlenecks.” Du Defu said, “In terms of production, whenever a new technology emerges, it will form an impact on traditional production technology; in terms of sales, after the vigorous rise of e-commerce, it is almost equal to the traditional offline market, which has almost reshaped the sales pattern. It’s easy to make a U-turn, whether to transform in time in the waves and keep up with the trend has always been a topic that many senior practitioners in the village and even the town have been thinking about.”
Technological innovation often puts forward new requirements for training workers, requiring production personnel to adapt quickly; how to saturate production as much as possible after each increase in production capacity, without forming product accumulation and increasing inventory pressure; after the emergence of customized services, how to standardize patterns Copyright issues; how to find a suitable position in carpet pricing and market selection in the Internet age… 50-year-old Du Defu listed his personal experience of the carpet industry. He bluntly said that behind every problem that needs to be solved, there is the ingenuity of practitioners, and the innovation and progress of people passed down from generation to generation.
“Under the subjective initiative of the villagers, it is not surprising that Wangduzhuang Village is now able to do well in the field of carpet live streaming. Seeing that so many villagers, especially young people, are willing to delve into the carpet industry I feel sincere admiration for the latest trends, and I am more optimistic about the future development of the carpet industry in the village.” Du Defu said.
“Hometown of carpets”, development is always in progress
The prosperity of the carpet industry in Wangduzhuang Village is a profile of the prosperity of the carpet industry in Cuihuangkou Town. As the pillar industry of the whole town, there are more than 1,200 carpet enterprises in Cuihuangkou Town, including 23 enterprises above designated size, with total assets of 1.95 billion yuan. Of the 52,000 permanent residents in the town, 25,000 are engaged in carpet production, and the export volume of carpet products once accounted for 40% of the country and 80% of the city.
Relevant staff of Cuihuangkou Town said that in order to promote the development of the carpet industry, which is an advantageous industry, and make employees more adaptable to the new changes in the Internet era, the town has cooperated with experts from the E-Commerce Department of the Tianjin Municipal Bureau of Commerce many times to work in the whole town. Carry out training on the construction of e-commerce platform.
For the carpet small and micro enterprises that are actively embracing the new e-commerce business, Cuihuangkou Town also coordinates with the financial sector to provide loans to small and micro carpet enterprises that are “electrically shocked”, and open green channels and convenient services to solve the problems of these enterprises. Difficulty raising start-up capital. Up to now, more than 4 million yuan of loans have been issued, which has financially supported a large number of carpet enterprises from scratch, from small to large.
In addition, the town government also introduced the Everbright Fixed Investment Project to solve the current high cost of harmless disposal of carpet scraps, turn waste into treasure on the spot, reduce disposal costs, and improve environmental benefits. After the leftovers are converted into new energy on site, they can better serve the lives of enterprises and local residents.
Today, under the reputation of “the hometown of carpets”, Cuihuangkou Town also gave its own preliminary answer on how to further promote the development of the carpet industry in the future, “We must continue to expand and strengthen the brand effect, establish a branding strategy, and start from the The price war has entered into a brand war and a quality war. To this end, we must not only strengthen publicity, but also fully understand that “hard work requires our own hard work”, integrate existing resources, and further increase production capacity and profits.”