Live selling seafood? Jinan also has it! The Road to Transformation for a Seafood Seller

Reporter Li PeileIn the era of live streaming sales, have you ever purchased seafood on a live streaming platform? Do you know about the seafood e-commerce in Jinan? It is understood that there is a seafood e-commerce enterprise in Jinan that used to sell 5000 to 6000 kilograms of crayfish in a day, with a peak order volume of 1000 to 2000 orders per day. But the reporter learned that the path of live streaming e-commerce is not easy to follow, and not all merchants are suitable for engaging in e-commerce

Reporter Li Peile

In the era of live streaming sales, have you ever purchased seafood on a live streaming platform? Do you know about the seafood e-commerce in Jinan? It is understood that there is a seafood e-commerce enterprise in Jinan that used to sell 5000 to 6000 kilograms of crayfish in a day, with a peak order volume of 1000 to 2000 orders per day. But the reporter learned that the path of live streaming e-commerce is not easy to follow, and not all merchants are suitable for engaging in e-commerce.

Jinan Seafood Market Has Established an E-commerce Base

Have you ever browsed live streams of seafood on the live streaming platform? I believe many people have browsed it, and some even started live streaming directly on the dock. Looking at the fresh seafood, many people couldn't help but place an order. The reporter saw on the Tiktok platform that some accounts selling seafood have more than 5 million fans. Whether it's scallops, crabs, prawns, etc., they are all on sale. However, due to the current lockdown period, reporters have seen many large accounts selling goods suitable for long-term storage such as dried scallops and frozen lobster tails.

When it comes to the seafood market in Jinan, the first thing that comes to mind is the Jinan Seafood Market on Jianshe Road. This can be said to be the distribution center for Jinan seafood, whether it is wholesale or retail, it is the perfect choice for eating seafood.

The reporter learned that in the era of e-commerce, while continuing to operate on traditional paths, some seafood businesses have also embarked on the path of e-commerce. Xie Jun, Deputy General Manager of Jinan Seafood Market, stated that the Jinan Seafood Market Prefabricated Fresh Vegetable E-commerce Industrial Park was also established in March this year, located on the third and fourth floors of Jinan Seafood Market. It is a modern industrial park that integrates e-commerce live streaming, business office, and commercial display, The anchor headquarters has now attracted five or six companies, with the largest and strongest being Luhai. The overall e-commerce sales in the market are about 20 million yuan per year

Xie Jun introduced that in addition to Luhai, there are also several merchants that are developing well in e-commerce. "Some merchants do not invest specifically in live streaming, but only sell goods with live streaming

Starting from a bicycle

Speaking of Lu Hai, I knew nothing before this interview. It is understood that the current Shandong Luhai Agricultural Group started with a bicycle, and their founder, Yu Zuo Province, was still forced to embark on the path of business.

According to reports, in the 1980s, when families were not wealthy and their children fell ill, Yu Zuoshan, who urgently needed money, turned to Haiyang Village and started selling seafood after encountering difficulties in borrowing money. At that time, there was no money, so I discussed with them. I sold the goods first, and then gave them money. So, he made his first seafood business.

Later, he mainly sold shrimp. "It took more than three hours from Yangjun to Laiyang County. We had to get up at three o'clock in the morning and arrive before seven o'clock in the morning. The restaurant bought goods early, and it was not easy to sell after that."

Wu Fuyuan, the head of Luhai E-commerce, introduced that after purchasing a motorcycle, Yuzuo Province began bringing seafood to Jinan for sale. "Our chairman has identified the market prospects of Jinan and has been rooted in Jinan since selling seafood in Jinan." It is understood that later on, Luhai had a fixed store, and now there are three wholesale stores in the Jianshe Road Seafood Market. In addition to shops, there are also hotels and supermarkets, with an annual sales volume of 50000 tons of seafood.

Three Months of Struggle in Water Testing E-commerce

At a time when business is getting better and better, the epidemic has come, which is also a huge challenge for Luhai, which sells seafood. At that time, offline sales plummeted sharply, and in severe cases, they were directly shut down, "said Wu Fuyuan. In this situation, he came to Luhai to take on the responsibility of developing e-commerce. Chairman's approval, we are not a trendy enterprise. E-commerce is considered an attempt at traditional offline sales, and we did not initially have a sense of profit or loss

In this way, with 5 people and a few mobile phones, the e-commerce department officially launched its journey. The anchors were all transferred by internal personnel, and my criteria for selecting people at that time were smart, down-to-earth, and driven. When they first opened, their live broadcast rooms were often just one person, two people, or even no one. However, regardless of whether there is anyone in the live broadcast room, the live broadcast continues as usual. Even if there are no orders for a month, the live broadcast starts almost uninterrupted from 8am.

If you give up long ago with a heavy sense of gain and loss, it's just a superficial and persistent process, and you constantly adjust during the process, such as the live broadcast background, script, live broadcast time, product portfolio, etc. However, many times it's ineffective adjustments. "Wu Fuyuan said," The early stage of live streaming is the process of feeling the stones and crossing the river, everything is unknown, At that time, I lived in the market, without the concept of day and night, let alone commuting to and from work. I ate when hungry, slept when sleepy, and played when I woke up. In the first three months, there were almost no orders, and many times when I saw single digit live streaming viewers, I doubted the value of such orders more than once, but after each doubt, I continued to persist.

It's actually very painful every day when orders are exploding

In this way, despite repeated defeats and defeats, in June 2021, we started taking several orders in one day, followed by dozens of orders the next day, and quickly reached 100 orders. "At the beginning, we were actually starting with a minimum quantity rather than a burst of orders." Seeing everyone placing orders, the team began to feel a sense of achievement. At that time, they mainly sold shrimp, usually for three catties, with customers mainly being local people in Jinan.

As the number of orders increased, the team was calm and not too happy, and with it came problems. After the number of orders increased, they immediately had to face many new problems, such as delivery time, customer service, packaging, supply, and so on. There was simply no time to be happy. "Wu Fuyuan said, during that time, he faced problems directly every day because he knew that once the customer was dissatisfied, he might lose the customer forever, So they can only go all out.

In the process of adjustment, it arrived in August 2021, when there was a real explosion of orders. "You can receive one or two thousand orders a day, shrimp, crabs, crayfish, and other hot selling products, and sometimes crayfish can sell five or six thousand kilograms in a day." Faced with a large number of orders, Wu Fuyuan said that he was very painful during that time, constantly solving new problems, but fortunately, there is a strong group behind it, If it's a couple's store or something, if the order explodes, we will definitely not be able to accept it. Through the allocation of personnel between the group, we have taken the order and also saved the customer. "Wu Fuyuan sighed, saying that at that time, if the order cannot be accepted, the live streaming account will be directly invalidated.

However, there is a clear peak season for seafood consumption, and now seafood sales are in the off-season. The daily order volume for live streaming sales in Luhai is around 300 orders.

12 anchor account matrix live streaming

By solving the problems encountered, everything has entered a normal state. On the second, third, and fourth floors of the seafood market, there are live streaming rooms for Lu Hai.

The reporter saw in the live broadcast room of sea cucumbers on the third floor that the anchor was fluent in introducing the characteristics of their sea cucumbers. Fresh sea cucumbers were placed in the live broadcast room, with staff ready to ship and package them at any time. We currently have 12 anchors who do not broadcast from 3 to 5 am every day, and there are people broadcasting during other time periods. "Now, Luhai has also had a live streaming matrix and tested multiple platforms, and the e-commerce department is very mature." In the seafood market in Jinan, our e-commerce live streaming sales volume is second to none

Their seafood products mainly focus on fresh seafood. "Within two hours of delivery on the roundabout highway, it is necessary to ensure the freshness of the seafood." He said that although there are advantages in the source of live sales from the origin, there are also distance restrictions, and fresh seafood can only be sold within a certain range. Their current delivery speed is often faster than citizens buying it themselves.

When it comes to live streaming sales experience, Wu Fuyuan said, "I think the most core thing is to sell products well and have a positive attitude. Nowadays, there are fewer and fewer techniques, and any tricks will be discovered one day. Only sincerity is permanent." He said, for live streaming sales, when you start exploring the rules, once you master the rules, you will face many temptations, We need to resist the temptation now, maintain our original intention, and try other platforms to be prepared to cross the cycle

Wu Fuyuan said that in order to engage in seafood live streaming sales, it is necessary to have a team, sufficient supply of goods, backup shipping teams, and so on. It is difficult to succeed in carrying live streaming sales by the way. "A live streaming with a mix and match is definitely not feasible, and even worse, if there are orders that cannot be shipped," he said. Therefore, not all merchants are suitable for engaging in e-commerce.

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