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    "Double 11" Of Household Appliances Under The Epidemic Situation: Opening Up A New Battlefield Of Live Broadcasting And Decisive Battle Of Product Supply Chain

    2020/11/12 10:23:00 0

    Epidemic SituationHome AppliancesLive BroadcastBattlefieldDecisive BattleProductSupply Chain

    On the eve of "double 11", red and yellow balloons were hung in the Galanz office building. Employees of the e-commerce Department wore uniform custom-made "war clothes" to make the final preparations for the "double 11" war.

    At the same time, the number of people who are busy with the sales of household appliances on November 11 is also soaring. The time has finally come to test the results of these two months' preparations.

    Affected by the epidemic, household appliances consumption has accelerated to move online this year; at the same time, social e-commerce, live delivery and other fields are becoming a new battlefield for home appliance manufacturers.

    New battlefield

    In addition to the regular parties held by major e-commerce platforms, the war of "double 11" this year is still burning in the live broadcasting room. On the evening of October 10, in Skyworth TV studio, President Wang Zhiguo and five guests from different industries talked with each other. They did not forget to explain the functions of Skyworth products to fans and bring goods on site.

    The live broadcast of this theme won the first place in Suning's live broadcast list in the same period with 1245000 views and 468000 likes. In the same period of time, Galanz, Midea, Wanhe, Haier, Gree, Hisense and other home appliance enterprises have been playing gongs and drums for this year's main products in their live broadcasting rooms.

    Yu Jianping, head of China's regional e-commerce channel operation of Midea Group, told the 21st century economic report that this year's "double 11" Midea has further strengthened the layout of social e-commerce channels such as shuoyin, Kuaishou and xiaohongshu, and created a global shopping Carnival through online and offline linkage. In addition, Tong Liya was invited to visit the studio in person, hoping to drive the overall marketing volume with the mother and baby crowd as the breakthrough point.

    "With the development of social e-commerce and live e-commerce, the layered behavior characteristics of users will be more obvious, and the decentralization of traffic will become the mainstream in the future." From Jianping's point of view, traditional e-commerce is more likely to become a sales channel, and the core customers are distributed in various websites, apps and forums where users are.

    According to its disclosure, in view of these new trends and changes, Midea is focusing on the layout of its own live broadcast team and content team, and specially set up corresponding stores in content e-commerce and social e-commerce to undertake sales transformation.

    Since this year, the emergence of live e-commerce means a new consumption scene and opportunity for the home appliance industry. "The advantage of live e-commerce is that it is convenient and intuitive. This year, we can see that the market space of each brand has a great potential." The relevant person in charge of Haier Zhijia e-commerce told the 21st century economic report that Haier is making a long-term layout by experiencing cloud broadcast.

    The latest data shows that on the day of the "double 11" this year, Haier Zhijia achieved a total sales volume of more than 500 million yuan in one minute and more than 2 billion yuan in one hour. As of 0:08 on November 11, Midea's total network sales exceeded 1 billion yuan. And Hisense opened one minute on the same day, and the order volume of the whole network exceeded 100000 yuan.

    "In this special period, live with goods, short video marketing has become a new consumption scene, but also the development of all brands of the new track." Hu Wenguang, general manager of Guangdong Wanhe new electric e-commerce marketing center, believes that the mode of carrying goods based on social e-commerce and private domain traffic will be the normal retail mode in the post epidemic era.

    Last year, Wanhe invested in the construction of more than 1000 square meters of live broadcasting base, in order to open the layout of live delivery field. At present, the company has opened shuoyin express and other social e-commerce stores, and participated in Luo Yonghao, CCTV live broadcast and other live delivery activities. In addition, Wanhe also established a new retail "Wanhe official mall", as a platform for carrying goods based on social e-commerce and private traffic.

    Wanhe disclosed that the sales volume of the company has exceeded the total amount of the same period last year for 42 minutes on the day of "double 11".

    In addition, according to Skyworth, as of November 10, the total transaction volume of the special live broadcast session of "double 11" President interview has accumulated 120 million, the number of live broadcast viewing has accumulated to 4.491 million, and the number of interactive likes has accumulated to 5.448 million.

    "Fully armed" to meet the peak

    With the 12th year of "double 11", the promotion period of major e-commerce platforms has been lengthening, and the playing methods are becoming more and more complicated. However, for the home appliance industry, the promotion period of this year's "double 11" is generally calculated from November 1 to 11.

    "After the double 11 game becomes more complicated, consumers will turn to online customer service, which leads to a sharp increase in consultation during the whole double 11 period." In response to this problem, Hu Wenguang told reporters that Wanhe started in-depth cooperation with a number of colleges and universities in August to create special e-commerce classes and start training, so as to implant practical combat into students' courses.

    As of October this year, a total of 100 students from the two classes have completed the training and officially took up their posts. In addition, the AI is further optimized for the intelligent service of the user by setting up the AI in the user service environment and answering the questions of the user.

    In Jianping's opinion, the complicated playing method of "double 11" will not only affect the user experience and make it difficult for users to choose, but also increase the proportion of subsequent returns and exchanges and increase the operating cost, which brings certain difficulties to the brand market management. "Of course, the platform side also realizes this and gradually simplifies various playing methods."

    Ma AngYu, CEO of cloud goods optimization, told reporters that this year's "double 11" platform abandoned the complicated and redundant marketing methods in the industry, and chose the most direct discount mode, which was throughout the whole activity process. Since the official launch of the "double 11" activity on October 26, cloud goods has combined with thousands of domestic first and second tier brands to carry out full discount based on the original price, which has brought a lot of word-of-mouth effect for the follow-up activities of the platform. According to the company's estimate, during this year's "double 11" activities, the turnover of cloud goods optimization is expected to exceed 1 billion yuan.

    According to the relevant person in charge of Haier Zhijia e-commerce, the current "double 11" game is mainly based on discount and discount. But in fact, the price sensitivity of users is getting lower and lower. Instead, they pay more attention to quality, high-end, technology and experience. "The first thing to consider is to ensure the high quality of the user experience, not the user's demand, but the good reputation of the user."

    In his opinion, the huge volume of double 11 not only tests the manufacturers' manufacturing ability, but also tests the manufacturers' ability to control the quality of products. In addition, the sharp increase of sales volume on the double 11 has put forward higher requirements for the supply chain forecast sales and production planning of home appliance manufacturers.

    It is understood that Midea has been preparing for the selection, production and preparation of double 11 products since August, and has made preparations for customer service reception and after-sales installation. "We also responded to the installation of double peak and social services." Yu Jianping told reporters that this year's double 11 US sales target is more than 15 billion, with a target growth of more than 40%.

    Household appliances consumption changes after epidemic

    Compared with previous years, this year, the whole household appliance market has kept a low profile. Not only did there not appear the price war on the eve of the "double 11" in previous years, but even the lively scene that manufacturers could not wait to release sales data on that day was gone.

    "Everyone is waiting. I hope the statistics will look better later." In the view of a person in the home appliance industry, the attitude of major manufacturers towards the "double 11" once again reflects the difficulties in the home appliance market this year.

    According to the report on China's home appliance market in the third quarter of 2020 issued by the China Institute of electronic information industry development, the overall retail sales of China's home appliance market in the first three quarters were 579.2 billion yuan, a year-on-year decrease of 8.6%, and the retail sales in the first three quarters were 120.4 billion yuan, 248.6 billion yuan and 210.2 billion yuan respectively.

    Affected by the epidemic, in the first quarter of this year, the retail sales of online appliance market exceeded offline for the first time. However, with the control of the epidemic situation, the offline market has recovered significantly, and the situation that the online and offline markets are evenly distributed in the world is formed. According to the report, offline retail sales of home appliances market in the third quarter were 105.2 billion yuan and 105.0 billion yuan respectively. However, the scale of offline market still showed a downward trend, with a year-on-year decrease of 17.8%.

    After the baptism of the epidemic, the integration of home appliance channels has been accelerated, and a new consumption mode and industrial ecology of online and offline integration are forming. At the same time, the rise of social e-commerce represented by pinduoduo, micro selection and gathering brings new possibilities and challenges to the home appliance industry.

    According to the e-commerce database of "e-commerce" of ECOSOC, the transaction scale of China's social e-commerce in 2019 is 2060.55 billion yuan, which is 71.71% higher than that in 2018 of 120 billion yuan. In 2019, the number of users of social e-commerce in China will be 713 million, 17.26% higher than that of 608 million in 2018.

    According to the relevant person in charge of Haier Zhijia e-commerce, the health awareness of consumers has been significantly enhanced this year, and the health demand for home appliances has increased significantly. In addition, the long life at home in the first half of the year also promoted the improvement of consumers' demand for product quality, experience and wisdom. According to the background transaction data of cloud goods optimization, small household appliances and maternal and infant products are the two categories with the fastest growth during this year's double 11.

    In addition, consumers have higher demand for quality of life products and medium and high-end products this year, so the sales growth rate of such products is higher.

    Hu Wenguang told reporters that this year, due to the impact of the epidemic, as well as the further popularization of online shopping for middle-aged and elderly people, the purchasing population presents an M-type trend. In his view, consumers' demand for health, energy-saving and sterilization products has increased significantly, and they are more rational in choosing products.

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