This Adds Live Code and Other Emerging Channels to The Household Appliance Companies of 11 Companies

Can you go to the living room to buy electric appliances? This is a one-to-one 11. Some brands of home appliance platforms broadcast live between "Business".

"With real-time access to the retail platform, consumers can be as far away as buying 3C electronic products and small domestic appliances. Suning is easy to buy the same responsible person. In the United States, hunger leads to real-time home in the east of Beijing We can see the real retail platform, as well as personal businesses such as Xiaomi, Suning, America, Konka and other platforms and brands. According to the American Delivery Group, this year Participated in 11 3C dual digital stores, a two-fold increase over last year. From October 30 to November 1, the delivery orders of 3C Digital Group in the United States increased 13 times over the same period last year. Annual sales including 13 times of mobile phone sales and 73 times of computer sales.

Live broadcast and other new channels

The emerging channel of live broadcast has become the main channel marketing action of the Double 11 household appliance enterprises this year. On the Double 11 this year, Tiktok, Kwai and other platforms added e-commerce segments, and content platform e-commerce rose rapidly, becoming a new position for household appliance enterprises to conduct brand operation and promotion. According to the reporter, this year, many home appliance enterprises have joined the live broadcast of the Double 11. At present, Haier, Hisense, Gree, Midea, Konka, TCL, Hualing and other brands have set up official broadcast rooms on platforms such as Tiktok and Pinduoduo, and regard them as key channels for the Double 11. Insiders of Gree Electric (000651) said that this year's Double 11 has deepened cooperation with multiple e-commerce platforms, such as Pinduoduo, Vipshop, Tiktok, and other channels, such as live broadcast, and partially developed joint stores.

As major platforms have extended the Double 11 battle line, home appliance enterprises have had to advance the time of stock up by 1 to 2 months, and the time of selecting new products has also been advanced repeatedly, so as to implant products into the minds of users before the Double 11 launch. At the same time, in the face of the changing diversified e-commerce retail pattern, enterprises can no longer rely on traditional e-commerce platforms such as JD, Tmall, Pinduoduo when making product planning, such as new e-commerce models such as Tiktok, Kwai, Little Red Book, Yunji, Jingxi, Station B, Tencent private domain, Suning shopping, as well as new marketing methods such as live streaming with goods, but also need to make targeted exploration and layout.

"The change of channels is a major feature of this year's Double 11 appliance industry. The incremental dividend of the Internet is dissipating, and the once high growth trend may be difficult to replicate and continue in the current industrial environment. The trend from traditional offline stores to online channels is tilted, and Tiktok and Pinduoduo live broadcast have become new traffic portals. The phenomenon of enterprises putting resources into these emerging channels is becoming more and more obvious. This year, household appliance enterprises have a large inventory pressure, and Double 11 is also an enterprise An important node for clearing inventory. " Li Chengdong, e-commerce strategic analyst and founder of Dolphin Think Tank, told the media.

Is it to earn traffic or win users?

What role can Double 11 live broadcast play for household appliance enterprises, and what role will live broadcast play in the business landscape of household appliance enterprises in the future?

"It is difficult for any industry or enterprise to maintain one or two major e-commerce channels and get 70%~80% of the traffic of the entire e-commerce market, as it was two or three years ago." A person in charge of an enterprise providing e-commerce operation and full link integrated marketing for household appliance brands said that at present, the traffic position and transaction position of e-commerce have formed differentiation. For household appliance enterprises, It is necessary to consider a full link closed-loop marketing layout. We should not only make good use of emerging e-commerce and interested e-commerce to do a good job in product planting, traffic introduction and brand building, but also implement traditional e-commerce and live broadcast with goods for sales transformation.

However, live broadcasting may not be suitable for all products. Some people in the household appliance industry said that small domestic appliances that do not need to be installed and debugged can be better sold through live broadcast, but the traditional refrigerators, washing machines, televisions, air conditioners and other household appliances need to be installed, debugged and a series of services in the later stage, which is not suitable for live broadcast sales. "For large household appliance manufacturers, live broadcast plays a more important role in brand promotion."

The data analysis of Ovi Compass also proves this point: most consumers prefer to go to physical stores to make purchase decisions through their own scene experience and quality needs for high-end household appliances, especially large household appliances with a price of more than 10000 yuan.

In the trend of traffic decentralization, many home appliance enterprises also said that not all self built live broadcast teams and traffic IP operations can be transformed. "For some small brands, many are still in the stage of burning money but not necessarily having sales", the person in charge of an enterprise providing e-commerce operation services for small domestic appliance enterprises told reporters. However, in order to enjoy the traffic dividend brought by new channels and models, enterprises still need to invest, focusing on different features of each platform.