In 2022, live streaming has been extremely active amid the epidemic, and live streaming rooms such as Oriental Selection have become popular again. The commercial value of online live broadcasting continues to be highlighted. Live streaming needs to rely on strong IP to attract t

In 2022, live broadcast sales have been extremely active amid the epidemic. Live broadcast rooms such as Oriental Selection have become popular again, and the commercial value of online live broadcasts continues to be highlighted.

’s live broadcast of goods needs to rely on strong IP to attract traffic, and creating program IP is becoming the focus of retailers. Through its entertainment strategy, Gome has anchored the new generation of consumer groups, and created dual engines of "fun" and "shopping" with its online main platform True Happiness APP for full product display, continuing to bring consumers a combination of entertainment and shopping. Happy experience. On June 23, the True Happiness APP was launched on Channel F. By creating interesting and informative scene-based, entertaining and professional programs, it is committed to becoming consumers' "companion for a better home life and a stage for a happy home life".

It is reported that F is the abbreviation of Family, which represents Gome’s original intention to focus on the “Home·Life” strategy and help hundreds of millions of families live a better life.

Forward-thinking

The survey shows that in the next few years, live streaming e-commerce will continue to develop rapidly, and industry competition will become more intense. According to relevant reports from China Research Institute Puhua, the scale of China’s live streaming e-commerce will exceed 4.9 trillion yuan in 2023. Not only the traditional retail industry has been deploying, short video platforms such as Kuaishou, Douyin are also using live broadcast as an entry point to enter the retail battlefield. The development of

live streaming to this day has been widely recognized by consumers. It not only relies on strong IP traffic, but also needs the support of a complete supply chain and high-quality products. Gome has a strong supply chain foundation, and at the same time, it has created a "Really Selected Products" and "Strictly Selected Merchants" system on the Zhenhappy APP to ensure product quality. The recently launched Channel F is an exploration of True Happy APP to create its own IP. After its launch, it will produce 400+ minutes of original IP content and 6+ short video contents every day. Research shows that video is becoming the trend of expression and creation in the whole society, and video has also become one of the main channels for consumers to learn about new products and new information in a timely manner. The launch of the

Channel F channel is another innovative move by Gome to upgrade the "pleasure" and "purchase" consumer experience. "Entertainment" and "purchase" are the two driving forces of Gome's entertainment marketing. Channel F is rooted in the "Entertainment" sector, focusing on the "Home·Life" field, focusing on creating exclusive live broadcast channels, covering slow live broadcasts, micro variety shows, live broadcasts, life shows and other program forms. Relying on Gome's digital intelligence capabilities and supply chain advantages, Channel F will launch new explorations in many fields such as live broadcast scenarios, content, specialization, and entertainment.

New marketing ideas

Live e-commerce has become popular in recent years. On the one hand, it meets the uncertain needs of users for shopping, and on the other hand, it makes up for the lack of experience. When users are not sure what they need to buy, or which product of the same type they need to choose, they can complete planting and conversion by watching short videos or live broadcasts and learning from the anchor’s on-site experience and recommendations.

In recent years, Gome has launched an "entertainment" strategy to provide users with three major entertainment scenes: competition venues, shows and entertainment venues. Through the output of high-quality content such as live broadcasts, short videos, and events, it attracts traffic to the site and improves conversion effects. Realize the upgrade from traditional consumption to new consumption. The launch of Channel F is another innovation and breakthrough for Gome in promoting its "entertainment-oriented" marketing strategy. After

Channel F is launched, from June 23 to July 7, it will focus on launching 13 original IP columns, including the slow live broadcast "Pet F Diary", the micro variety program "Chat on an Undefined Day", and the live broadcast "Pet F Diary" "Bring True Happiness Home" and the lifestyle show "Make Up!" A series of interesting programs such as "Really Happy", backed by Gome's powerful full-category supply chain, share low-priced, high-quality life goods with consumers in specially built specific scenes.

With the help of Channel F, True Happiness APP is based on scene-based live broadcasts, taking "life proposals" as the entry point to bring interesting content to users. At the same time, it helps major brands and merchants grasp new consumption trends, bringing double benefits to users and manufacturers. value. The "proposal marketing" advocated by Gome will find a new starting point here.

research shows that under the impact of new technologies, new models, and new business formats, the traditional retail industry is developing from an era where products are king and traffic is king to an era where users are king. Individuals’ right to speak and choose are increasingly becoming operational The dominant force, personal experience is elevated to unprecedented heights. Entertainment marketing is opening up the chain from user growth, operations to commercial monetization, and live broadcasting has become an effective way to break the marketing gap in the retail industry. The launch of True Happy Channel F is an in-depth exploration of scenario-based marketing based on Gome's forward-looking business insights and strong supply chain, and will also be a new model for the industry to create entertainment marketing.