She is a woman chosen by the times, and she never denied it.
“Hear Her/Hear Her” is a weekend section about female career stories. We interviewed 12 women from different industries and listened to them about the workplace and life – how they choose in those decisive career moments, How to break through and how to know yourself.
The eighth issue sharer invited “Taobao first anchor” Weiya. In the public impression, what constitutes “Wiya” is a series of jaw-dropping figures – once in a single game for 2 hours, the highest sales volume was 267 million, and the total annual sales volume of 2018 was 2.7 billion. And these numbers will continue to be refreshed.
Spoken | Via
Interview | Zhang Zhuo
Edit | Wake up
Planning | Kr Lab
Design | Volcano Sauce
Sour and spicy powder, duck neck, coffee… The taste of various foods is mixed together. There are hundreds of pairs of shoes in the corner of the room and at least 20 unopened shopping bags in the other corner. Convenient hot pot, milk, cake, lion powder… quietly arranged behind the anchor station that will not be exposed in the lens, waiting for the opportunity.
This is the “snack festival” of the Via live broadcast. “Come on, one by one.” When Weiya issued a command, the well-trained staff shouted “good” and the goods were quickly delivered to the live station in the order in which they were arranged.
In this 50-square-meter room, Via’s live broadcast station is like a beautiful island suspended in the air, and the seven-dimensionally designed angled spotlights are brushed in this place. On the island, a beautiful passion is rendered.
Weiya is the commander sitting in the center of the island and has a charming smile.
On October 20th, Taobao’s “Double Eleven” pre-sale first day, the total value of pre-sale products in Weiya’s live broadcast is estimated at 1 billion, surpassing the total sales of the “Double Eleven” last night, equivalent to some entities. The annual income of the mall.
Someone said that Wei Ya alone led the Taobao live broadcast of 50% of the daily flow. There are also rumors that her live delivery capacity can save factories that are on the verge of bankruptcy. From the initial sale of only their own clothes to the expansion of all kinds of goods, from a few hundred fans to nearly 10 million fans, Wei Ya took three years to slowly climb to the position of “Taobao first anchor”, no one shakes But only so.
In 2019, a competitor named Li Jiaqi appeared. He and Wei Ya began a fierce competition in the Taobao anchor qualifying. Li Jiaqi from last year”Double Eleven” is less than 1 million Taobao fans, soaring to 10.763 million today, surpassing Weiya’s 967.39 million. This is a digital game between the media that is loved by the media, like Cristiano Ronaldo and Messi in the football field.
Li Jiaqi’s sudden red burst also caused Vija to jump out of the barriers of the Tao Department and enter the public eye. She was invited to “every day” and attended various public events. Before and after the double 11 this year, her heat went straight to the first-line star. The latest connection between the live broadcasts was the well-known net red gold Kardashian in the United States.
Defined by the US media as “anything of them can be turned into money.” The Kardashian family symbolizes the culmination of turning fame into economic interests. But in China, the anchor behind Via is totally different: its madness is to solve everything in a simpler and more rude way – what channel conversion rate? Precision flow? Now, as long as you are a “global good thing”, Via can help you sell all of it.
On the other hand, people watched Via live and planted grass orders. Conversely, when you need something, just shout a slap in the live broadcast of Weiya, who will help you choose and provide the most cost-effective products on the whole network.
It’s hard to estimate what the monthly income of Weiya is. After this story, the entire Chinese Internet is still jumping in an incredible way in 2019. Technology and platform facilitate the convenience of linking, data sharing and trading. Vya is just an important terminal for this huge, booming consumer machine. She is a woman chosen by the times, and she never denied it.
The interview was conducted after her live broadcast on the same day, from two in the morning to six in the morning, for four hours. Via has always had the same spirit of excitement as before the live footage (yes, the reporter has lost his will in the end). After four hours of interviews, the lipstick on her mouth did not fade, and the makeup on her face was as delicate as she was in front of the live camera.
The first anchor of Taobao, Via
In addition to the identity of the anchor, Via, she wants people to know the story of a girl named Huang Wei before she became famous: how she escaped from the entertainment industry, how to sell the house in the worst pains, how to make several key decisions I rely on intuition and persistence to come to today.
The following is the dictation of Weiya:
In May 2016, I received a call from Amoy Xiaoji, let me start the live broadcast, and I thought it was a liar (laugh). I was a Tmall women at that time and felt that the traffic was very precious. Since it is free traffic, try it. When you play it, there is no loss.
Before, I have never seen the live broadcast, and I didn’t think that the live broadcast would develop into something. At that time, everyone’s definition of the anchor was still the kind of entertaining singer, and it was watched by others. I still thought that I must not let my husband watch the live broadcast (laugh).
The first live broadcast was broadcast live on mobile phones on May 19, 2016, and later found to be really rough and very virtual. Later, someone who was doing a video camera found me and said, Wei Ya, you can optimize the live broadcast, do you want to try it? I said, ok. So I started to broadcast live with the camera.
Three years ago, Taobao live traffic was really very small. The entire Taobao live broadcast of more than 500 online is the big anchor. At that time, many anchors were much more than my fans. Also really not being optimistic, I heard a lot of controversy, saying that Taobao live broadcast is very low. We say that there is a scorn chain in the circle, and the anchor is also there. I used to participate in activities, went to the room, others introduced me to say that Taobao anchor, people look at your eyes that look… really.
There are two anchors for live broadcast in 2016. The first is a vertical anchor, the beauty is selling beauty, the second is to open a store, live sales, I belong to the latter. At that time, there was no anchor and sold this and sold it. I haven’t thought about the future planning. What can I do? I only feel that it is a good idea to be a seller of goods.
The first time I participated in an official event, the anchor was broadcast for ten hours, and ten anchors were invited. One anchor recommended one hour of product. As a result, I sold more than 20,000 orders an hour. Taobao suddenly came to add me to WeChat. I thought it was to praise me. As a result, the other person came up and asked, “What are you doing? Are you doing anything?”
My husband later said that they may feel that your data is not true. I really didn’t (brush data). At that time, other anchors only recommended single items. I recommended them from head to toe. I recommended them for the phone case.
I participated actively in the official event, just to get some traffic. At first, I didn’t think that Taobao was not optimistic about the live broadcast. Will it be dumped? Is there any point in doing this? No, anyway, my husband and I are more of a kind of gluten, just want more traffic. Because we are too hard to do Tmall, we cherish the free flow of Taobao live, and want to absorb more powder, a little more exposure.
I have sold all kinds of strange things. Everything that really enters the house from home may be sold in my live room. Chairs are sold, cups are sold, patch panels are sold, projectors are sold, and I sell them… … the first time I sold snacks, I once had a cake on the live stream, someoneQ, “Where is the cake bought?” I told him about the brand. He said that you can hang a link in the live broadcast. I went to talk to the cake owner, the cheap five can’t work, the other party agreed. The result was that it sold 1,500 orders for a few seconds.
At the beginning, it was particularly difficult to attract investment. Please ask everyone to come and broadcast it. Brands are hard to hear, we operate to bargain, they say, why? Who are you? Why are you giving me cheaper? There is no traffic, it is very difficult. I feel scared when I think about it now.
We were the first to make a snack festival on Taobao Live, the first to do a beauty festival. But let everyone know that in 2017, I was new in winter and sold 70 million in one night. To be honest, I was amazed at the process, but after I sold it, I didn’t feel like it. Just like people are getting fat, it’s not a ten pounds today. I have experienced sales from 10 million to 20 million to 30 million.
Weiya live in New Zealand
In the past three years, some people said that I am the most diligent anchor of Taobao, almost no rest, live every day. In fact, until now, I was still very flustered before the live broadcast every day. I was still late for the broadcast, and I was flustered and started broadcasting. I had a lot of things inexplicably (laughs).
I know, people who come to see me live are coming over for shopping. I am on the goods, 5-4-3-2-1, on the link, I enter the crowd, “lottery-咔-咔”, draw or It’s especially strange to come to the star and drop the powder. Many people shouted in the live room, “Let’s talk less, hurry up the goods.”
I have never designed any live rhythm, expression, no, what should I do. There have been many new anchors who have asked me before. Do you want to have someone set up? I said that no one should set it up. The live broadcast is your live broadcast every day. You can’t install it. What should you do? Others look comfortable, just like what I recommend is what I really feel is good. Have bought it before.
So I don’t like people calling me a net red, I am a friend around you, I know my position. I took a break a few days ago, went to the movies at night, just entered the elevator, and one person said, hey, you didn’t broadcast live today? My fans and I are such a relationship, I like it very much.
No matter 1 million fans or 10 million fans, the meaning of my existence is to help you choose good goods, to be fair and just, to provide services to everyone, to hold a service provider’s mentality, to tell you this is easy to use. Can try it. Today, there is a thing called Switch that has been on the screen. “Is there a Switch?” I was thinking, this isWhat is the bottom? Later I learned that it was a game console, so let the team people buy it and let me try it.
What fans want to buy now, the first time will be said in the live broadcast, you have this? They hope that someone will help them choose, and everyone is too lazy to choose. Now my team has more than 10 people and only serves me one. There are special people responsible for the selection of products, we are divided into four categories of beauty, life, home appliances and snacks. First, the sea election, in the end, what can be passed through the live broadcast room, after the live broadcast every day, I use at least five hours to pick the next day’s goods.
I also looked away. I sold a grape before and contacted the local farmer, and the son was very delicious. After I got it, I was very excited. I said that wow is so delicious, and the price is high, it can also help the poor. As a result, after everyone received it, the feedback was not the same as what I sold. It was small and rotten. do you know? When I saw the customer complaint, I was shocked in the middle of the night. I said to the dealer in the group, “You are so untrustworthy, although I am helping the poor, but I can’t consume our fans like this.” Later I did not sell it and returned the money to everyone.
Sometimes there are merchants who take cash to see me, a handbag, 200,000 in cash, saying that just give him a link in the live broadcast. I have also encountered someone tracking me. I once broadcast live in Guangzhou, started broadcasting at 8:00, and it was already darker at 7:00. I was stopped by a man at the door of the company. Tell me that he is a sock and went bankrupt. Divorced, there are children, the company is going to close down, let me help him broadcast, his hope is here. Write such a thick stuff to me and write about his personal experience. He said that he has been waiting for me here for 15 days. He is even where my family is. When I arrive at the company, I know every day. I finally waited for me today. At that time, I was alone, my scalp was a little numb, and I was really scared. Later, I said, you handed the normal process of the product to my team, and the team approved it, and I agreed.
Someone said that you are really red now, all Chinese businesses are waiting in line for you, I hope to broadcast your live (laugh). I don’t think it’s red, I don’t really think. When it comes to live broadcast, more people may know Li Jiaqi. No one knows about Wei Ya.
From 2016 to early 2019, my fan growth was not that big, but it has risen very fast recently. In fact, I would like to thank Jia Qi (and my competition), he really brought a lot of traffic to Taobao live, I also rose a million or two fans in the past few months. He also inspired me to use external traffic.
Afraid not to be overtaken by Jiaqi? It’s impossible to say that it’s impossible, then it’s fake. There must be, there will be a little bit, but Li Jiaqi’s out circle is really good for me.
I usually go to the company at 5 o’clock in the afternoon, which is equivalent to going to work, live broadcast for 6 hours, live broadcast in the early morning, and then live with the team on the next day, at 8 o’clock in the morning, go home about 10 o’clock. I got up at 4 o’clock in the afternoon and ate. Today I am eating the winter melon soup that my dad gave me. I will not eat seriously until I go to the live broadcast.
Cosmology is generally on the way to the company, the cosmetic bag is mentioned, the car starts to change, and it takes 15 minutes to get it. There are many processes, but I belong to a person who works very fast and is very profitable. I spoke very quickly, live broadcast, and privately. I have a lot of private words, and I talked to my husband. He said, “You talked so long, can you tell me so much when you go home?”
A lot of friends told me that it feels like talking to you like a speed of 1.5. is it? Is there (laugh)? My character is a kind of person who is more anxious. I am also anxious to do things. I want to save time and want to put two sentences into one sentence. I can’t sleep every day, it belongs to you now let me rest, I will get this at home. My dad always said, can you stop for a while? I think it may be that I was very busy when I was doing business with my parents. I never took a break, so that I just have to rest now, I am very nervous, I feel that I am wasting my feelings today.
Because of the double eleven, my sleep time is not enough, I sleep on average four hours a day. In fact, my sleep is very rare, really few, I can’t fall asleep immediately in bed. Every time I go home, I have to hold my mobile phone and watch my mobile phone see my face before I can sleep.
The most tiring impression was that I slept for two hours in three days, which was the limit of my life. Go to the hotel room, lie down on the bed, count 12345, count to 5, get up, just be confused and get up. There is no way, because the work is already full, and I go to three places to broadcast live one day. At the end of the conversation, I have already started to tie up. I don’t know what I’m talking about. The brain is already down, I’m talking to you one second before, the next second is completely Forgot to say something.
My mom said to me now, saying that you are not sleeping or eating. You are going to be a god every day. What are you doing? How much do you earn by making money like this? Everyone around me will think that I am so hard because I make money. I want to say that it is not because of making money. That person thinks that you are too advertised yourself, too big.
But really not just to make money. People are affected by the surrounding environment. You see my team is working so hard now, what reason do I have to say that I am shrinking? Do you want to rest? I also want to rest at a certain moment, envy others to go out to play. But I don’t allowXu, the team has plans every day, there are so many links to goods, I have to broadcast it, my live products are so many, it is the whole category, I have to learn, understand the product.
If I don’t care, how can other people care? I have so many factories on the back end, so many people, what do they do? Before I saw an article saying that you said that there are so many factories behind you, you have stopped broadcasting, the factory is not working, and who is not turning the world away? Yes, but the actual pressure is like this. If I don’t broadcast live today, there will be a lot of people’s lives completely changed tomorrow.
Weiya personally went to the site to select products
I originally started to open a clothing store offline. In 2013, I opened the first clothing store in the Beijing Zoo Wholesale Market. The business is not bad. My business is the best around several stalls.
The logistics of the 2008 Beijing Olympic Games was not smooth. The cousin just told me that the market in Xi’an is good. If you want to go together, I will go to Xi’an. The first store in Xi’an Rehabilitation Road Jiaoguang, dozens of flat, a shop is very good. Before I opened the online store, all the physical store business was very smooth, and seven physical stores were opened in Xi’an, all of which were profitable. At that time, I was responsible for purchasing goods, displaying and matching, and going to the store every day.
In 2012, my husband and I decided to move from offline to online and moved from Xi’an to Guangzhou. I really hesitated. After all, I have to make such a big choice. The friends around me have objections. Everyone thinks that your business is so good. Why not do e-commerce?
I just became pregnant again. When my daughter was born, I told my husband, if you want to wait until you are online, you just have to give birth to your child, and you don’t want to leave your child. My husband said that you always have to leave her one day. Now you have two choices. The first one is to be a treasure mother at home, but with my understanding of you, you are not such a person. Second, we have to come out and re-plan the things behind us. I thought about it for a while, and I was weaned out of work when my daughter was four months old.
I believe that e-commerce must be done, but the point of hesitation is whether to shut down seven stores in Xi’an. My husband feels that he can’t leave a path for himself. Once he leaves the road, he wants to retire. Also, I originally wanted to be a Taobao shop, I didn’t want to be a Tmall, my husband said no, I wanted to be a brand. There are many rules for the Tmall platform.You can do it well and do it well.
When I started to do Tmall, I didn’t understand anything. I built a team of 30 people, including the operation and customer service. After the construction was completed, I dared to open the store. As a result, I have been losing money for the past two years, and I have been changing my business. I have been paying a lot of tuition fees.
It’s a loss to me to tell you, very funny, we sell a shirt, the price is 100 yuan, the advertising fee is spent more than 100,000, the clothes only sell a thousand pieces… At that time, I went back every night. The family quarreled with my husband and questioned whether we should persist. In fact, as a girl, I have to retreat. My husband gave me a lot of encouragement. He said that since we decided to do this now, we have to try it.
There is a small detail. At the time we had a partner and we were a factory. Initially working with us to do e-commerce, he felt that we must be able to do it, and they invested a sum of money. But in the first year, he regretted it and began to interfere with a lot of things. Later, he made it very unsatisfactory. How can we do it wrong? At that time, my husband made a decision, but that decision was a bit unhappy. My husband said to the partner, “If you quit, the money you lost is my.”
In 2014, it was a little better. As a result, “Double Eleven” sold 10 million in that year and lost 6 million. In fact, there should be more than 6 million, no calculation. That year, “Double Eleven” our store’s sales pictures have a particularly high click-through rate. We directly pulled us into the “Double Eleven” main venue. I have never been to the main venue. After such a large flow, I can’t take it. My factory at that time could only sell 10,000 pieces a day, but the “Double Eleven” sold 30,000 pieces. If you can’t take it, you can find an external factory. If you catch the goods, the quality control will be a problem, and the sales will be big. A winter clothing, a return, I did not calculate the return rate, there is no experience.
In the end, I had to sell two houses in Guangzhou to make up the loss, and then rented out the set to rent from, which was a very big blow to me.
From 2012 to 2014, those two years are two years that I have never forgotten in my life. In fact, my current ability to withstand so strong, but also through the two years of exercise, people who have not experienced completely do not understand. My previous life has always been very smooth, but in the two years before the e-commerce business, the low life of life, friends around you in front of you said that you believe that your choice is right, and will laugh at you behind the scenes. There is another friend who asks me every time I ask, is it still not lost? It will make you feel very lost, it is very difficult, it is really difficult.
In those years, my hair was completely lost. It’s really alopecia areata. Do you know what to do? Cry, always cry, and husband always quarrel, has been using the past savings, but also part-time to do the Tao girl, to help friends take pictures, I feel that any more work can do one more.
It’s not that I’m afraid of losing money, but I’m not confident. I am actually a person who is not afraid of hard work, but I have not been confident every day for a few years, and I feel that life is gray.
I told my husband, I said no, I can’t hold on, I want to go back.Open the line to the store. He told me now that he did not have confidence at the time, but in front of me, he said that he could. And he is also very drilled, and he does not believe it is not good. I asked him not long ago, what did you think at the time? He said that even if it is not good, it will not regret it.
In the end, my husband and I have a fairly uniform value, and they are quite axious. We both have a different personality and must not be like this. At that time, the consensus we reached was that we were all lost. We will come back again, insist on persistence, and persist until we can’t persist. We also managed to borrow a lot of money from our parents.
I think of it now, I have not regretted it for a few years, I can only say that it is more memorable. If there is no such experience, I will not be so stable now. Through the past few years, I know that we must lay the foundation and be solid. The deeper the foundation, the higher your building will be. Some people say that Via is relying on luck to catch up with Taobao live. There is luck, but not all luck, no one knows my past experiences.
I am really an ordinary citizen, catching up with the opportunity. I cherish my current position, I am helping you choose good goods. I am now recording a variety show, on “every day,” and attending various events, also for Taobao live broadcast. I have never thought of being an artist, impossible.
Because I have had the experience of being an artist before. When I was 18, I knew that Anhui Satellite TV was called Liu Gang, who was fat. He said that we have a game and you can’t come. So I joined another girl group and won the championship. I signed Universal Music. Zhang Jie and Xu Huixin were awarded to us.
Into the entertainment circle, there is no goal, just like it. Young, ignorant. I really thought about red at the time, I felt bright and beautiful, and I liked the aura on the stage. Later found that it was not the case. When you step into that circle and see too much, you will be afraid of it.
After signing the contract, I went to Universal Music for a period of time. I compiled the artist’s information every day, sent an email to the website, and there were artists to follow the announcement. For example, Zhou Chuanxiong came, I followed. Later, I transferred to another company opened by an acquaintance and formed a Korean women’s group.
Working hard every day, singing, and suddenly said that because of contract problems, many things can’t be done. VeryPassive, I don’t know what will happen tomorrow. I feel that someone has always dominated you to do things, and I feel very insecure. At that time, many people I contacted were really full of trains, which was very unreliable. Tell me how it works, and the result is completely different from what I said. So much so that I must do things right now, I can’t let others think that I am not reliable.
Before I thought that the entertainment industry would be successful if it worked hard, and later it was not. Interpersonal relationships are also very important, emotional intelligence is high, and for me, tired. There is a feeling of being between people. I met too many face-to-face things. Maybe the boss told you that I would see a director tonight. You should never leave a phone call for him. He is special. When the matter is finished, the director will call me. I ask him, how do you know the phone? He said, your boss gave it to me.
I really feel confused, I don’t know what will happen tomorrow, no leadership. I don’t like the values of the circle, the comparison, the various comparisons, and the comparison. It’s hard for me to live like this every day. I don’t want to pay for my music dreams, so I turned back to open a clothing store.
I was a stocking since I was a child, and my parents rarely intervene in my decision. I didn’t even have photos when I was young, because no one paid attention to me. Including some people now say, how good is Via, how good, I will feel embarrassed, I feel that these are not long. Maybe I am really a person with no sense of security and no sense of superiority.
My husband and I are now working partners, and they belong to people who have no passion for life. If we let the two of us travel, it is totally untenable, and we may be sleeping. A few days ago, he remembered the wedding anniversary. He bought a ring and got the ring. I said, I was so wasted, can I withdraw? I joked that we have been married for more than ten years and now we are brothers sleeping in the upper bunk.
A recent quarrel with him. Just moved to the new office, I said that I want a separate bathroom, a slightly larger live room, I am not allowed to go out to the toilet. He turned his face at the time and said what? I am half joking that I am your company’s first major anchor. He said, yes, you are still my wife. He is very shunned because the company has many anchors.
I was angry at once, I said, “I am so tired, I don’t even dare to go to the toilet. Don’t you feel bad about me?” He said, “You can go upstairs and rent it yourself.” Do you know? ? I really paid for myself to rent a floor upstairs. I rented it myself and re-made a live room with a toilet. I don’t want a penny from the company. I was so angry that day and said that I would go back to Guangzhou to see my daughter. I am very sad. Later he called and said that I wanted to understand him and apologized to me.
Now I am with my husband in Hangzhou, my mother took my daughter to school in Guangzhou, I go back to Guangzhou every month to accompany my daughter. I sometimes call my daughter, “Nini, video with mom.” She will say, “Mom, I am very busy now, I have a lot of things to do.” Send her a message, show that she has read, all have been read, but not back to me.I later wanted to understand that she was probably expressing a dissatisfaction with me, she was imitating the “mother is very busy” thing.
There must be a owe to my daughter, but now there is really no way to balance. Time is cruel, I can’t get balance. In this way, I have to seize the time, I have no time to accompany my family.
I often joked that I lived out what I didn’t want to see (laughs), and life is constantly screaming. I didn’t like gray cars very much when I was a child. Now I like gray. I used to plan with my husband, don’t focus on my work, make life more complete, and later discover that we don’t have time to do anything else, but go deeper and deeper.
Life is actually impossible to plan. Now I am going back to see many decisions in the past. I don’t have any prophets. I have always done things with my obsession and feelings. What can I do in the future? I don’t know, people can’t keep up with the changes of the times. I just think that since I have done it, I have done a lot of things to do the whole thing.
I also chatted with others yesterday, my friend asked, time, money, entertainment, what do you think? The answer I gave him was that there are three stages in life. When you are in your twenties, you want to have a chance behind you. You don’t value it very much, you have to make money, but you are mainly playing. I remember the first bucket of gold I made with my husband. I bought a car and didn’t buy a house. I felt that I wanted to enjoy it. When people are 25 to 35 years old, there will be a pressure. The pressure lies in grasping the opportunity. Especially when you have experienced the low point of life, you will cherish the current state. If you want to catch it, you will fight hard and get things done. Do it well. Maybe when people are 50 years old, they hope that life will be a little bit safe. Children will be with them, and they should not be so nervous.
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