5 Live Broadcast Over 17 Billion 800 Million Yuan Sales Dong Mingzhu "Live With Goods" Logic Is What?

Dong Mingzhu's fifth live broadcast made a miracle again. In the early morning of June 19th, GREE announced that GREE's "Zhihui 618 healthy life home" theme live event set a record of 10 billion 270 million yuan. This not only refreshed the sales volume of 6 billion 540 million in June 1st, but also "Pride peers".

Within a short period of two months, Dong Mingzhu has been running all over the live platform such as jitter, fast hand, Jingdong, Taobao, Gome and so on. From the beginning of 230 thousand to 10 billion, the total sales of five live broadcast has exceeded 17 billion 800 million yuan. Under the bright trading data, there are also many doubts about dealers' scalping.

When asked how to view the "ten million" latest live broadcast "performance", Dong Mingzhu told the media that he wanted to broadcast 3 000 stores into the field of live broadcasting. The more important purpose was to change channels instead of selling electric appliances.

But how to change is a thorny problem, especially for GREE electric appliances which have deep bundles with dealers.

GREE reported that the company achieved a revenue of 20 billion 395 million yuan in the first quarter of this year. Gan Jun photo

From 230 thousand to 10 billion 270 million

In the first half of this year, retail sales were affected by the arrival of the new crown pneumonia epidemic. According to Dong Mingzhu's earlier announcement, GREE's revenue in the first quarter was reduced by 30 billion due to the lack of installation and closing of stores.

GREE reported that in the first quarter of this year, the company achieved a revenue of 20 billion 395 million yuan, a decrease of 49.70% compared to the same period last year, and a net profit of 1 billion 558 million yuan attributable to shareholders of listed companies, a decrease of 72.53% compared to the same period last year. Over the same period, the US, Haier and other appliance groups also showed varying degrees of performance decline.

During this period, online shopping became the main way of consumption, and the new marketing mode, such as live broadcasting and carrying goods, was once again on the draught. Whether it was Li Jiaqi, Wei Ya's "second light" myth, or Luo Yonghao's "transformation" marketing, all of them had let the news of TV live with a limelight for two times. "Net red" Dong Mingzhu certainly did not want to be outdone.

On the evening of April 24th, Dong Mingzhu opened the first live broadcast in the trembling sound, and introduced the GREE exhibition hall and new products together with the host. However, due to technical problems, many times during the live broadcast of carton, "rollover" frequently, resulting in the number of viewers dropped to 50 thousand. The whole live broadcast came down to 230 thousand yuan.

But this did not knock down the iron lady. In May 10th, Dong Mingzhu opened second live broadcasts. Absorbed the previous lesson, solved the technical problem, Dong Mingzhu also introduced the product together with the famous anchor "two donkey couples". Three hours of live broadcast, the final turnover of 310 million yuan.

Just five days later, Dong Mingzhu conducted third live broadcast in Jingdong. By giving him a 10th anniversary laugh in the Jingdong, GREE gave a very favourable discount that night, attracted 7 million 330 thousand people to watch it, and the turnover exceeded 703 million yuan, setting the highest record for the Chinese household appliance industry.

In June 1st, Dong Mingzhu, who became more and more familiar with the work, moved the main battlefield of the live broadcast to GREE GREE store, and played together with 3 dealers. The 4 hours of live broadcast eventually created a record of 6 billion 540 million yuan in the whole network sale transaction, and once again laid the ground of "live Queen".

Wen Jianping, chairman of the company, said in an interview with the media that the growth rate of the home appliance market this year is obviously faster than that of the line. At present, the sales volume of the online market has surpassed that of the line. This is the first time such a trend has appeared in the appliance market.

Wu Haiquan, China regional president of the US group, also told reporters on twenty-first Century economic report that about 30% of the US electricity supplier sales last year, but in the 1-5 month of this year, the proportion of the US electricity supplier has soared to nearly 50%.

Live broadcast logic

From 230 thousand, 310 million, 703 million, 6 billion 540 million, to 10 billion 270 million in June 18th; from the jitter, fast hand, Jingdong, and Guo Mei's small test knife to GREE GREE store WeChat program, every live broadcast of Dong Mingzhu has a clear purpose.

For example, the first live broadcast of the trembling sound is a test of water. At that time, GREE insiders told the twenty-first Century economic news reporter that the live broadcast was mainly aimed at publicizing the company's culture and products and taking goods instead of the main purpose. It is easy to see that Dong Mingzhu introduced more than 10000 yuan of high-end products and the latest research and development technology.

Second times with the fast hand cooperation, Dong Mingzhu not only changed the host, but also made a substantial adjustment in the selected products, taking the low end price products as the main recommendation. Following the cooperation with Jingdong, we further expand the category of goods, covering high school and low market, but still rely mainly on air conditioning products.

Until June 1st, in the live broadcast of "GREE Dong Mingzhu store", Dong Mingzhu, who had completed the rounds of several live platforms, began to "solo" and took part in the participation of distributors. In fact, Dong Mingzhu has repeatedly mentioned that his live broadcast is the leading role, hoping to promote GREE dealers actively embrace new retail.

In twenty-first Century, the economic news reporter noted that in order to play an exemplary role, GREE's live broadcast in June 1st not only extended the live broadcast time, but also divided it into the first half and the second half, and sold the sales statistics to the whole day. Under this logic, it can be envisaged that the fifth live broadcast will only invest more.

On the evening of June 17th, Dong Mingzhu began to take part in the "618" warm-up campaign. On the day of "618" live broadcast, the smart home scenes made by GREE's whole category of health appliances are displayed in the live room. Dong Mingzhu's incarnate family hostess, interacting with hosts and guests in different scenes such as living room, children's room, kitchen, bedroom, balcony, etc., introduces GREE's various health appliances.

That night, GREE air conditioning is no longer the main character, instead of other categories. For example, in the smart living room, Dong Mingzhu focused on fans, wine cabinets, air purifiers and other products. The bedroom showed children's air conditioners and formaldehyde purifiers. The kitchen is a highlight of the scene, and the products of GREE, such as universal pot, rice cooker, steaming machine, dishwasher, water purifier, portable juicer, fridge, disinfector, etc., have been displayed in recent years.

"When we mention GREE, we naturally think of air conditioners. GREE's air conditioning has been the world leader, rice cookers and other living appliances can also be. I have a small goal now, and I hope that GREE's life appliances will be the best. Dong Mingzhu said so.

Affected by the epidemic, this year's "618" period household appliances consumption of health appliances increased significantly. According to AVC data, in 2020 1-5, retail sales of disinfectant appliances, such as disinfectant cabinets, increased by 7.8% over the same period, of which online retail sales grew by 43.4% compared to the same period last year, and retail sales grew by 25.4% over the same period last year. Other health items such as dishwashers and vacuum cleaners grew by two figures.

In the past, GREE has been known for its air conditioning, and this epidemic has undoubtedly deepened its sense of crisis in its single main sector. In the industry veteran Liu Buchen view, GREE Electric's two major problems, in addition to the traditional sales mode no longer adapt to the market reality, and the other is delayed the development of second GREE air conditioning industry sector, lack of market control valve.

In fact, in recent years, GREE has started to force other categories, and has entered many fields such as ice washing, small household appliances, kitchen electricity and so on, but so far it has not left a deep impression on consumers' minds. According to Dong Mingzhu at the scene revealed that in order to open up users, has now invested 100 million R & D of zero 5 degrees non freezing technology "move downward", applied to 4000-5000 yuan refrigerator products, so that more people can experience the advantages of Jinghong refrigerator.

Brush up doubts

As a matter of fact, after the third live broadcast, the news of "GREE let the agent brush the bill" began to appear on the Internet. "Please, don't broadcast it anymore. Once you broadcast live, our agent was asked to clean up the bill. You sold hundreds of millions of boasts, and the air conditioners were all in our hands. In May 16th, an anonymous friend circle screenshot was widely transmitted by netizens.

Although Dong Mingzhu himself later denied himself, he said, "there are too many stories now, and there is no such thing at all." But there is no way to eliminate the doubts in the industry.

In a circular, GREE pointed out that the core of "new retail" is to create new scenes of shopping experience for users, attracting users to feel the bright spot of products in the scene and stimulate users' desire to buy. At the same time, the new Internet technology will be used to break the gap between enterprises and users, facilitate direct communication between users and enterprises, and establish a full scale retail system from consumption to service.

"Live online and offline live broadcast led to the participation of GREE's vast dealer team, breaking the original gap between the two channels, and the complementary advantages of the two have also succeeded in making GREE's direct sales of new appliances higher." GREE said.

It is reported that whether it is 6 billion 500 million or 10 billion 200 million yuan, it is the sales figures recorded by GREE Dong Ming Zhu shop. GREE let 3 stores in the line find the consumers who want to buy the air conditioner in advance and issue the two-dimensional code. After the live broadcast, the GREE headquarters will trace back through the two-dimensional code, and how much traffic each dealer brings, and how many sales will be clear at a glance.

"Live online drainage, dealers push online, direct users to place orders in live broadcast. The platform can distinguish user sources according to the order address, and the headquarters rewards distributors according to sales results. GREE electrical responsible person is to explain to the twenty-first Century economic report reporter.

Liu Run, the founder of embellish consulting, analyzed in an article that Dong Mingzhu's live broadcast of goods is essentially the logic of live distribution. "Because selling online is not always possible to collect so much traffic. Although the price difference of each piece is small, but because of the large quantity, small profits but quick turnover, the profit will be more. So most dealers are willing to do this.

A home appliance store official told reporters that through the live broadcast of the dealer's brush to sell the sales volume is actually "very stupid", "might as well open a dealer conference to press goods directly", he believes that GREE's live broadcast is still hoping to sell goods to consumers, the reason why there are many doubts, because Dong Mingzhu's live touch some dealers. Interests.

Take the "618" live broadcast as an example, a 1.5 GREE three level energy efficiency air conditioner only needs 1900 yuan, which is not only lower than the official guidance price, but also slightly lower than the lowest price in the market, which is lower than that of many low ranking merchants. So there is a situation: small businesses no longer receive goods through their upper dealers, but rather directly place their orders in the live room.

According to media reports, some merchants or even 200 thousand or 300 thousand underground single. The goods of the upper level dealers were not answered, so they returned to GREE branch. A GREE sales system insiders say dealers are generally good at the word, so it is impossible for them to brush the bill to GREE's performance.

The head of the household appliance store believes that the current situation may be due to the formal implementation of the new energy efficiency standard for air conditioning in July 1st, when some low-energy models of the old energy efficiency can not be reproduced, and gradually become "scarce products". In his view, the brushing order is only a shallow problem. The deeper problem is that under the new retail mode, the original distribution system of GREE has been affected. "Change has brought pains, and it is not easy to continue to embrace them online."

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