The trend of live streaming sales is changing again, how can home appliance companies play a good role in "store broadcasting"?

Live streaming sales have developed to this day, and both consumers, platforms, and enterprises are very familiar with it. For enterprises, live streaming sales are ultimately just a tool, serving the development and profits of enterprises. But we also see that in the live streaming sales world, there are always endless hotspots and stories, some companies take advantage of it, while others suffer significant losses due to negative impacts. After this year's Double Eleven, multiple platforms have expressed that store broadcasting is becoming a new growth engine for live streaming sales. Specifically, in the home appliance industry, how to balance store broadcasting and delivery broadcasting, and how to balance sales and profits?

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Controversy among influencers and a decline in celebrity sales, ushering in the first year of explosive growth in store broadcasting?

An industry insider said, "Store broadcasting has ushered in its first year of explosive growth."

The so-called store anchors are different from influencer anchors and celebrity anchors. Store anchors are the brand's own battlefield. According to Tmall data, on this year's Double Eleven, store broadcasting has become a new growth engine, with impressive growth rates in multiple industries such as consumer electronics, jewelry, sports and outdoor, home decoration and home furnishings, clothing, and food. As of 0:00 on November 11th, seven brand stores, including Home Appliance Enterprise Chase, have sold over 100 million yuan for the first time this year.

This year, JD's sales live streaming rooms have also become popular, with "no pit fees, no expert commissions", which also stimulates the brand's sensitive nerves. Data shows that JD's November 11th transaction volume, order volume, and user numbers have reached new highs, and the total number of viewers of JD's sales live streaming has exceeded 380 million. Among them, over 400 live broadcasts of JD Home Appliances and Home Furnishings have taken turns to participate, becoming the "anchor" of sales, bringing true 50% discount benefits to consumers. Multiple popular products were sold out within seconds of being listed. During the November 11th period on JD.com, the four item sets of air conditioning, heaters, household floor scrubbers, foot baths, vacuum cleaners, smart locks, smart toilets, sofas, duvets, and bedding were the most commonly purchased items by consumers in the live streaming room of JD Home Appliances.

According to data from Xiaohongshu, the monthly number of store broadcasts increased by 290% year-on-year from January to April this year. Xiaohongshu also listed store broadcasts as a key focus of e-commerce live streaming in the second half of 2023. According to the Crawley report, in 2022, the average duration of merchants' self broadcast on Tiktok and Kwai platforms will be 7.19h and 9.18h higher than that of the broadcast.

Zhang Yi, CEO and Chief Analyst of iMedia Consulting, stated that, "From our monitoring data, it can be seen that this year's Double Eleven brand store anchors have achieved good results. Brand owners still have many concerns about influencer anchors' approach. On the one hand, influencer anchors may cut prices very low. To be honest, manufacturers may lose one item at a time and even have to pay expensive pit fees. Influencer anchors cannot form long-term behavior, and in this case, store anchors become their most important choice."

As a representative enterprise in the intelligent clean electrical appliance industry, Chasing has also explored a successful path in store broadcasting. Now, Chasing has built its own live broadcasting rooms in Tmall, JD, Tiktok, etc., talking about the relationship between Dabao and brand self broadcastingWhen it comes to the advantages and disadvantages between Dabao and brand self broadcasting, the person in charge of Chasing Technology said, "Overall, the cost of brand self broadcasting is more controllable and the rate is lower. Of course, there are also difficulties with longer conversion cycles."

When discussing the advantages and disadvantages of store broadcasting and Dabao, the relevant person in charge of the Beimishi brand, which focuses on beauty equipment products, said, Dabao is easy to arouse users' instantaneous consumption impulse, and top anchors are more able to leverage sales pulse growth. However, user decision-making is more about the anchors themselves, rather than products and brands. The advantage of store anchors is that they can better precipitate brand value, directly and fully introduce brand display products to customers, which will affect users' first impression of the brand, connect users with the brand, better accumulate loyal users, and achieve precise traffic conversion "Transforming."

On one hand, there is the rise of store anchors, and on the other hand, there are frequent controversies between influencer anchors and celebrity anchors. Before Double 11, Li Jiaqi became the target of public criticism due to the eyebrow pencil incident, and by Double 11, there were many controversies over the bottom price agreement; "The yellow traffic lights" of Xiao Yang's disciple have been listed as vulgar sales cases, and recently, the topic of "celebrity live streaming sales decline" has also made headlines.

The essence of business is to pursue profits through market exchange. The same goes for home appliance brands. In the early stages of live streaming sales, various brands of home appliances were booming. With the buzzwords "popular products, low prices", certain categories of home appliances did indeed achieve rapid sales growth through the use of Dabao. However, it also highlighted a series of problems such as "not making money but making noise". After live streaming sales gradually return to the essence of channels, enterprises will inevitably seek models that are more conducive to brand development and profit growth in order to make long-term profits in this field.

This is also the reason why JD's sales live streaming room became popular this year. The hosts in it are neither experts nor celebrities, but they are very familiar with the functions and prices of home appliances, which can provide consumers with more professional explanations and higher cost-effectiveness after excluding slot fees and commissions. When discussing the changes in the consumption trend of live streaming sales, the person in charge of JD Home Appliances told China Home Appliance Network, "It can be seen that users' consumption in live streaming rooms is more rational, and professional content and real prices are the more important factors for live streaming sales. JD Home Appliances' professional shopping guides and recommendations, providing users with real low prices, even without curiosity or vulgar content, can still be loved by users."

The performance of home appliance enterprises in store broadcasting is gradually showing, and the ecological health of live broadcasting still needs the joint efforts of platform enterprises

The vast majority of home appliance brands have already opened official live streaming rooms, and after several years of effort and layout, many companies have shifted their focus on live streaming sales to store broadcasts, "Our shop broadcast layout of Tmall is very early. We started to do shop broadcast in August 2020, and today we have become the key brand and leader in promoting the 1+N live broadcast in the whole industry. The shop broadcast layout of Tiktok floor sweeper will be complementary by the end of 2021 through DP shop broadcast+self broadcast. At present, Tiktok floor sweeper has an independent live broadcast room in the price range product series. At present, there are four live broadcast rooms for the floor sweeper, and the fifth one will be opened soon." The person in charge of Chasing Technology said.