KOL and warehouse's Double 11 Campaign

During the Double11 Shopping Festival, KOL did Live Streaming all day and night. Ning (宁儿狂买狂卖) is a well-known KOL with 436 thousand fans. She started Live Streaming from 00:00 on Nov 11 with 6 spotlights on her and 7 staff members to cooperate on the scene. Their target was to achieve 1 million RMB sales amount a day.

The trend of selling through KOL & Live Streaming has changed the operation of the warehouse. Warehouses served various suppliers would wait for the KOL to do the Live Streaming first and see how many pieces he/she sold, then the factory would ship in the respective amount of goods. The warehouse would also delay at least half a day to deliver the goods to avoid multiple packages, as a customer may place an order again during the ongoing live streaming. The delay also provides a buffer time for consumers who regret their impulsive decisions and cancel the order. According to industry insiders, the general return rate of Tao Bao Live Streaming women's clothing is about 30%.