Will you go to the live broadcast room to buy home appliances? "Double 11" started, and some home appliance brands began to "create" in the live broadcast room. Industry insiders analyzed that many home appliance brands have a high inventory pressure this year, and using "Double 11" live broadcast to sell goods does have certain effects, but not all home appliance categories are suitable for live broadcast methods, and the live broadcast fan group is low, which may be difficult to bring loyal users to home appliance companies.
Home appliance products also launched offline promotions during the "Double 11" period.
Home appliance brand "Double 11" live broadcast "created"
"LeTV Super TV G55ES is coming! The 'Three Good Students' is back, with the same configuration and lower price."
html On the evening of November 2, consumer Wang Qing (pseudonym) stayed in the live broadcast room of LeTV . She is a loyal fan of LeTV. She has purchased LeTV mobile phones before, and this time she wants to buy another LeTV TV while on "Double 11".
In Wang Qing's opinion, buying TVs on "Double 11" is more cost-effective, and you may get more "wool" through live broadcasts. She has been following the live broadcast room these days, and even "started" until late at night on the evening of November 2.
According to LeTV, LeTV Super TV G55ES has currently launched pre-sales in LeTV Mall and LeTV official Douyin live broadcast rooms, with the pre-sale price directly reduced by 100 yuan to 1,699 yuan. In addition, LeTV has also launched a number of new products to pre-sale, and consumers can buy smart large screens of different sizes for around 2,000 yuan.
"LeTV live broadcast, happy start". In fact, LeTV has broadcasted many live shows and has made live streaming the key development direction this year. It is understood that LeTV's official Douyin account has started live broadcasts in mid-September, and the additional broadcasts will not stop during the "Double 11" period.
In addition to LeTV, many home appliance brands have joined the "Double 11" live broadcast war. A reporter from China Business Daily found on the Douyin platform that brands such as Sony , Haier , Hisense , Changhong and other brands have all launched pre-sales in their respective official live broadcast rooms and "created".
Sony told China Business Daily reporters that Sony's official account is on the Douyin platform, based on the characteristics of the business product line, and will split several sub-accounts to start broadcasting for different target groups.
Changhong also revealed to China Business Daily reporters that in addition to regular PNG live broadcasts this year, the company will also participate in the Tmall All-Star project, and fans will customize reverse live content. "In other words, how to play live broadcasts, what content and benefits are set up is up to consumers."
"Home appliance companies attach great importance to 'Double 11' live broadcast this year." Liang Zhenpeng, a senior industrial economy observer, told China Business Daily reporters that "Double 11" has always been used as an important node for clearing inventory by home appliance companies, and live broadcast sales focus on cost-effectiveness. This year, many home appliance manufacturers have a high inventory pressure, so they naturally attach great importance to "Double 11" live sales.
At present, a diversified pattern of home appliance sales channels has been formed. However, the live broadcast format is not suitable for sales in all categories, and home appliance companies should choose appropriate sales channels based on different categories.
Is it profitable or win users?
What role can "Double 11" live broadcast play for home appliance companies, and what role will live broadcast play in the business map of home appliance companies in the future?
China Business Daily reporter observed that in the circle of friends, the live broadcast entrance for friends sharing has become a "weapon" for attracting traffic in the live broadcast room. China Home Appliances Business Association Secretary-General and Spokesperson Zhang Jianfeng believes that the live broadcast method can easily arouse the enthusiasm of friends to forward their friends circles, achieve accurate dissemination of users, and attract traffic. However, most of the customers it attracts are passers-by, with low stickiness and is not real users of home appliance companies.
A channel businessman in the home appliance industry, Liu Ye (pseudonym), told a reporter from China Business Daily that during the "Double 11" period, there will be many activities in offline channels, and it will start around October 25. Especially when consumers who buy home appliances go to the live broadcast room, they only want to watch the excitement. The actual purchase does not necessarily choose the live broadcast method.
Liu Ye said that many brands of TV sets are not expensive this year, and the new products launched offline are very low, with the purpose of attracting users' attention, and some brands implement unified online and offline pricing.
In addition, the live broadcast method may not be suitable for all products. Zhang Jianfeng analyzed that small household appliances that do not require installation and debugging can be sold through live broadcast, but traditional home appliances such as refrigerators, washing machines, TVs, air conditioners, etc. require installation, debugging and a series of later services, which are not suitable for live broadcast sales. "For the big appliance manufacturers, live broadcasts play more a role in brand promotion."
And compared with cosmetics, jewelry and other products, the discount for home appliance live broadcasts will not be very high. Liang Zhenpeng said that unlike high-gross profit products such as cosmetics, the gross profit margin of home appliances is around 20%, and the excessive price reduction means that the manufacturer has no money to make. Therefore, the discounts given by ordinary home appliance companies, especially large appliance companies, in the "Double 11" live broadcast room are not large.
Despite this, many home appliance brands still regard live streaming as an important channel for future development. According to LeTV, in the future, the company will conduct live broadcasts on the two accounts of LeTV and LeTV Marketing Department, so that the live broadcast business can form a matrix development pattern and ultimately achieve a full-category sales focus on cost-effectiveness.
Liang Zhenpeng believes that in recent years, e-commerce live streaming has accounted for a higher and higher share in all channels, which means it will play an increasingly important role. At present, a diversified pattern of home appliance sales channels has been formed, and different home appliance companies should choose appropriate sales channels according to different categories. (Reporter Zhou Ziqiu Text/Photo)
(Original title: "Double 11" live broadcast mirror丨Home appliance brands "made" to earn traffic or win users)
Source: China Business Daily
