[BUSINESS]How Top Streamer Select Products
顶流如何选品
In a typical night live streaming show by Viya, the sales queen of online shopping, the statics look like this.
She starts the show at 19:30, spending 4 hours 41 minutes introducing 44 products, accumulated 23 million viewers that night watched the show and more than 600,000 orders were placed, leading to total sales revenue of RMB 137million.
一个典型的薇娅，直播带货顶流，直播夜的数据大概是这样的。
她19:30开始直播，花费4小时41分钟介绍44种商品，当晚的累计观众人次超过2300万，总计下了60万单，总销售额1.37亿元。
This is just everyday average business result. Amazing isn’t it?
这只是一个发挥普通的直播。很不可思议不是吗？
Two days later, she was invited by the government authorities to go to Wuhan, the city hit hard by the COVID-19 earlier last year, to support business recovery. During 4-hour show, she made sales of over RMB200 million. In 2019 “11.11” shopping festival, the number was astonishing RMB 3000 million for one day, with viewer of more than 40 million.
那之后的2天后， 她接受政府工作人员邀请前往武汉，那座在去年疫情初期被重创的城市，支持当地复产复工。在4个小时的直播中，她累计卖货超过2亿元。在2019年“双十一”，她的销售金额是令人咋舌的30亿元。
Of course no one along can make this by oneself. Viya and her company had over 500 employees in Hangzhou, Beijing and Guangzhou. The showroom along has about 20 assistants, the product selection process take more than 100 experts. In short, there are about 200 personals working on the show from product selection to after sales service.
当然没有人能独立完成这样的壮举。薇娅和她的公司雇佣超过500名员工，在杭州，北京和广州都有办公室。仅直播间内助理就有20名，选品团队有超过100名专家。简言之，仅直播业务就有超过200人的团队为之服务。
According to Viya’s agent, everyday, there are over 1000 products applying the product selection process, but only under 1% can make to the show.
根据薇娅的经纪人介绍，每天，就有超过1000种产品申请进入选品流程，但是仅有不到1%的商品能进入直播间销售。
Since 2016, Viya and her team was like this, with high efficiency, high pressure, and high standard, repeating day after day of this show, almost non-stop.
自2016年来，薇娅和她的团队每天如此，高效，高强度，高标准的为直播工作，几乎全年无休。
Till now, Viya still saw her PRODUCT SELECTION to be the CORE COMPETITIVE ADVAMTAGE of her business.
至今，薇娅任然强调选品才是她生意经营的核心竞争力。
The process goes like this.
选品流程如下：
1, ONLINE APPLICATION 网上申请
First, sellers start with applying online at least a week ago with their product, brand and company identity.
首先，卖家即品牌方需要走网上申请流程至少一周之前，录入他们的产品，品牌，公司执照信息等
2,BACKGROUND CHECK背景调查
the team will first do a background check. 选品团队会进行背景调查。
l Normally the background check requirements are, the seller should be either official flagship shop, or official authorized dealer, or brand owner.
一般背景调查的要求是，卖家必须是官方旗舰店，或者品牌商，官方直营
l Second, the product DSR rating should be above 4.8/5. Namely any product with an under 4.8/5 rating will be eliminated, and there is zero tolerance of any product with a quality complain by consumers.
商品的动态评分要求不得低于4.8/5。也就是说任何在各个网上平台销售的商品评分低于4.8/5的都会被淘汰，且不容忍任何关于质量问题的客户投诉。
3, MARKET RESEARCH 竞品市场调研
Then , after passing the preliminary selection, the product will be under a throughout market research with competitor performance online. Usually the result must show that this product is at least a market leader by the third place.
随后，在通过初步筛查之后，产品将会被全网比较其他竞争商品。至少是行业前三才有机会。
4, SAMPLE TEST & SCORE 样品试吃试用
For example for a snack, the team would assess its flavor, package and ingredients. First to ensure that from food safety perspective, it is eligibility. Then the rating goes to tasty, exquisite package, fresh produced. After the rating, there will be actual tasting test to evaluate the possibility of its success on the show. In the end, those with highest scores products will be presented to Viya in person for final decision.
例如一款零食，选品团队会测试它的口味，包装和配方。首先，必须保证食品安全。其次，才会考虑其口味，包装精致，以及生产日期。随后会进行相关测试和打分。只有那些分数最高的产品才有可能呈现到薇娅面前进行最后的定夺。
5, VIYA ASSESSMENT薇娅定夺
Viya has the Veto right, she will personally try everything she is about to present in the show and denial anything that is not to her personal preference.
薇娅有一票否决权，她会亲自尝试所有她会在直播间展示的东西，并否认所有不符合她个人偏好的产品。
This process is not without dispute within the team. For example, there was this sweet that all product selection members gave high rating and only Viya vetoed. Her words were, “I don’t eat sweet myself, how can it be convincing to promote something that i myself won’t buy?”
这个流程不是没有争议的。比如有一款甜食，团队所有选品成员都给了高分，但是薇娅没有尝试就直接否认了，她的原话是，“我自己都不吃甜食的，卖甜食一点说服力都没有，怎么去推我自己都不买的东西？”
Product selection seems to be the most difficult part of her business. She once said, “ For a regular Taobao store, 1% of rejected product rate is not bad, but for someone like her who sell more then 1000 type of products on such volume, 1% reject rate is catastrophic.
选品似乎任然是最困难的部分。她有一次说到“如果是一家淘宝店，1%的不合格率已算不错，但对于我这样一个月要卖上千种单品的人来说，要是有1%你就完蛋了。”
When negotiating with sellers, Viya holds most of the bargaining power. Usually she gets the price of 40%-60% off the what is on the price tag, and all sellers were requested to set up special customer service for after the sale, and certain amount of deposit. If the clients has righteous complain, the deposit will be used as compensation.
当与商家洽谈时，薇娅具有很强的议价权。基本上能拿到一般售价5-6折的优惠。且商家会被要求开通专属客服，缴纳一定保证金，在客户有正当投诉时可以启用优先赔付。
Viya’s product selection team is consist of supply chain gurus, who had decades of experience in various kind of products. It is safe to tell that they know exactly how the cost of package, production, or purchasing. They known precisely about the seller’s break-even point and use that to make sure that there will be certain profit for this business deal, but no way of earning a fortune out of it.
薇娅的选品团队是由一票供应链大佬们构成的，其中不乏有在各种类型商品市场摸爬滚打十余年的人。可以说他们熟悉掌握所有的采购，包装成本。他们很清楚卖家的盈亏平衡点，且利用之来议价，基本上保证会保留一定利润空间，但是绝不会让卖家挣到大钱。
Nowadays, as a life streaming blogger, Viya is among the very few who actually make good money by selling things out of her show. There are of course at least hundred of thousands of life streaming bloggers, but most of them still make most of their income from fans tipping and advertisement. There are many cases where the life streaming show was viewed by millions but the product only sold a dozens.
如今，作为一个顶流带货博主，薇娅是少数真正在直播带货中赚到大钱的人。市场上当然还有成百上千的直播网红，主要的收入来源还是粉丝打赏和广告。也有发生或带货的直播有千万人次观看，但是实际上只卖出了几十单。
That is why Viya and her core team have been working on lately, building a mega supply chain base, to solve the asymmetric information issue that had been hurdling the sellers and the consumers for so long.
这也是为何薇娅和她的核心团队成员近期在努力打造的，建立一个超级供应链，来解决长期困扰卖家和买家之间信息不对称的问题。
Maybe for a new comer to the market, it seems beyond to think about working with someone like Viya, who has such high standard and charge so much. Yet to understand how the new market work can definitively help you get a new perspective of how to sell in China.
也许作为新入市场的商家，探讨和高要求高抽成的类似薇娅的顶流合作有些不切实际。但是理解新市场模式势必能增加你对如何在中国市场销售的见解。
It is obvious that asymmetric information not only exit between consumers and brand, but also distributors and new brand. WKI is here to solve this problem.
显而易见的是，信息不对称不仅存在消费者和品牌方，也存在于渠道商和新品牌。WKI在此就是为了解决这个问题。
Adapted from Sanlian Life Weekly wechat post 8th May, 2020, author HUANG Ziyi,
Translation&adapting: Anna
顶流如何选品
In a typical night live streaming show by Viya, the sales queen of online shopping, the statics look like this.
She starts the show at 19:30, spending 4 hours 41 minutes introducing 44 products, accumulated 23 million viewers that night watched the show and more than 600,000 orders were placed, leading to total sales revenue of RMB 137million.
一个典型的薇娅，直播带货顶流，直播夜的数据大概是这样的。
她19:30开始直播，花费4小时41分钟介绍44种商品，当晚的累计观众人次超过2300万，总计下了60万单，总销售额1.37亿元。
This is just everyday average business result. Amazing isn’t it?
这只是一个发挥普通的直播。很不可思议不是吗？
Two days later, she was invited by the government authorities to go to Wuhan, the city hit hard by the COVID-19 earlier last year, to support business recovery. During 4-hour show, she made sales of over RMB200 million. In 2019 “11.11” shopping festival, the number was astonishing RMB 3000 million for one day, with viewer of more than 40 million.
那之后的2天后， 她接受政府工作人员邀请前往武汉，那座在去年疫情初期被重创的城市，支持当地复产复工。在4个小时的直播中，她累计卖货超过2亿元。在2019年“双十一”，她的销售金额是令人咋舌的30亿元。
Of course no one along can make this by oneself. Viya and her company had over 500 employees in Hangzhou, Beijing and Guangzhou. The showroom along has about 20 assistants, the product selection process take more than 100 experts. In short, there are about 200 personals working on the show from product selection to after sales service.
当然没有人能独立完成这样的壮举。薇娅和她的公司雇佣超过500名员工，在杭州，北京和广州都有办公室。仅直播间内助理就有20名，选品团队有超过100名专家。简言之，仅直播业务就有超过200人的团队为之服务。
According to Viya’s agent, everyday, there are over 1000 products applying the product selection process, but only under 1% can make to the show.
根据薇娅的经纪人介绍，每天，就有超过1000种产品申请进入选品流程，但是仅有不到1%的商品能进入直播间销售。
Since 2016, Viya and her team was like this, with high efficiency, high pressure, and high standard, repeating day after day of this show, almost non-stop.
自2016年来，薇娅和她的团队每天如此，高效，高强度，高标准的为直播工作，几乎全年无休。
Till now, Viya still saw her PRODUCT SELECTION to be the CORE COMPETITIVE ADVAMTAGE of her business.
至今，薇娅任然强调选品才是她生意经营的核心竞争力。
The process goes like this.
选品流程如下：
1, ONLINE APPLICATION 网上申请
First, sellers start with applying online at least a week ago with their product, brand and company identity.
首先，卖家即品牌方需要走网上申请流程至少一周之前，录入他们的产品，品牌，公司执照信息等
2,BACKGROUND CHECK背景调查
the team will first do a background check. 选品团队会进行背景调查。
l Normally the background check requirements are, the seller should be either official flagship shop, or official authorized dealer, or brand owner.
一般背景调查的要求是，卖家必须是官方旗舰店，或者品牌商，官方直营
l Second, the product DSR rating should be above 4.8/5. Namely any product with an under 4.8/5 rating will be eliminated, and there is zero tolerance of any product with a quality complain by consumers.
商品的动态评分要求不得低于4.8/5。也就是说任何在各个网上平台销售的商品评分低于4.8/5的都会被淘汰，且不容忍任何关于质量问题的客户投诉。
3, MARKET RESEARCH 竞品市场调研
Then , after passing the preliminary selection, the product will be under a throughout market research with competitor performance online. Usually the result must show that this product is at least a market leader by the third place.
随后，在通过初步筛查之后，产品将会被全网比较其他竞争商品。至少是行业前三才有机会。
4, SAMPLE TEST & SCORE 样品试吃试用
For example for a snack, the team would assess its flavor, package and ingredients. First to ensure that from food safety perspective, it is eligibility. Then the rating goes to tasty, exquisite package, fresh produced. After the rating, there will be actual tasting test to evaluate the possibility of its success on the show. In the end, those with highest scores products will be presented to Viya in person for final decision.
例如一款零食，选品团队会测试它的口味，包装和配方。首先，必须保证食品安全。其次，才会考虑其口味，包装精致，以及生产日期。随后会进行相关测试和打分。只有那些分数最高的产品才有可能呈现到薇娅面前进行最后的定夺。
5, VIYA ASSESSMENT薇娅定夺
Viya has the Veto right, she will personally try everything she is about to present in the show and denial anything that is not to her personal preference.
薇娅有一票否决权，她会亲自尝试所有她会在直播间展示的东西，并否认所有不符合她个人偏好的产品。
This process is not without dispute within the team. For example, there was this sweet that all product selection members gave high rating and only Viya vetoed. Her words were, “I don’t eat sweet myself, how can it be convincing to promote something that i myself won’t buy?”
这个流程不是没有争议的。比如有一款甜食，团队所有选品成员都给了高分，但是薇娅没有尝试就直接否认了，她的原话是，“我自己都不吃甜食的，卖甜食一点说服力都没有，怎么去推我自己都不买的东西？”
Product selection seems to be the most difficult part of her business. She once said, “ For a regular Taobao store, 1% of rejected product rate is not bad, but for someone like her who sell more then 1000 type of products on such volume, 1% reject rate is catastrophic.
选品似乎任然是最困难的部分。她有一次说到“如果是一家淘宝店，1%的不合格率已算不错，但对于我这样一个月要卖上千种单品的人来说，要是有1%你就完蛋了。”
When negotiating with sellers, Viya holds most of the bargaining power. Usually she gets the price of 40%-60% off the what is on the price tag, and all sellers were requested to set up special customer service for after the sale, and certain amount of deposit. If the clients has righteous complain, the deposit will be used as compensation.
当与商家洽谈时，薇娅具有很强的议价权。基本上能拿到一般售价5-6折的优惠。且商家会被要求开通专属客服，缴纳一定保证金，在客户有正当投诉时可以启用优先赔付。
Viya’s product selection team is consist of supply chain gurus, who had decades of experience in various kind of products. It is safe to tell that they know exactly how the cost of package, production, or purchasing. They known precisely about the seller’s break-even point and use that to make sure that there will be certain profit for this business deal, but no way of earning a fortune out of it.
薇娅的选品团队是由一票供应链大佬们构成的，其中不乏有在各种类型商品市场摸爬滚打十余年的人。可以说他们熟悉掌握所有的采购，包装成本。他们很清楚卖家的盈亏平衡点，且利用之来议价，基本上保证会保留一定利润空间，但是绝不会让卖家挣到大钱。
Nowadays, as a life streaming blogger, Viya is among the very few who actually make good money by selling things out of her show. There are of course at least hundred of thousands of life streaming bloggers, but most of them still make most of their income from fans tipping and advertisement. There are many cases where the life streaming show was viewed by millions but the product only sold a dozens.
如今，作为一个顶流带货博主，薇娅是少数真正在直播带货中赚到大钱的人。市场上当然还有成百上千的直播网红，主要的收入来源还是粉丝打赏和广告。也有发生或带货的直播有千万人次观看，但是实际上只卖出了几十单。
That is why Viya and her core team have been working on lately, building a mega supply chain base, to solve the asymmetric information issue that had been hurdling the sellers and the consumers for so long.
这也是为何薇娅和她的核心团队成员近期在努力打造的，建立一个超级供应链，来解决长期困扰卖家和买家之间信息不对称的问题。
Maybe for a new comer to the market, it seems beyond to think about working with someone like Viya, who has such high standard and charge so much. Yet to understand how the new market work can definitively help you get a new perspective of how to sell in China.
也许作为新入市场的商家，探讨和高要求高抽成的类似薇娅的顶流合作有些不切实际。但是理解新市场模式势必能增加你对如何在中国市场销售的见解。
It is obvious that asymmetric information not only exit between consumers and brand, but also distributors and new brand. WKI is here to solve this problem.
显而易见的是，信息不对称不仅存在消费者和品牌方，也存在于渠道商和新品牌。WKI在此就是为了解决这个问题。
Adapted from Sanlian Life Weekly wechat post 8th May, 2020, author HUANG Ziyi,
Translation&adapting: Anna
