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?

http://upload.cheaa.com/2023/1201/1701391271210

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, said, "Based on our monitoring data, the brand's store broadcasting type has achieved good results this year's Double Eleven shopping festival. Brand owners still have many concerns about influencer broadcasters. On the one hand, influencer broadcasters 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 broadcasters cannot form long-term behavior, and in this situation, store broadcasting becomes their most important choice."

As a representative enterprise in the smart clean electrical appliance industry, Pursuit has also explored a successful path in store broadcasting. Now, Pursuit has built its own live broadcasting rooms in Tmall, JD, Tiktok, etc., talking about Dabao and brand self broadcasting