When Dong Mingzhu meets the old iron of Kuaishou, what kind of effect will occur?
1
Following the last time she encountered Waterloo on the douyin live show, Dong Mingzhu once again opened her second live broadcast on Mother's Day on May 10, which was also her first live broadcast in Kuaishou.
If her first live broadcast is described as dismal, the second live broadcast is her highlight moment.
In the first live broadcast, her sales were 230,000, and the highest-selling product in the whole scene was a charging treasure of 139 yuan.
And this time, Dong Mingzhu only took 30 minutes, and the sales of 3 products broke through 100 million yuan! In 60 minutes, the sales of single products exceeded 100 million! The whole scene lasted 3 hours, and the sales reached 310 million!
The comparison of the two live broadcast data is simply one in the sky and one in the ground, which is a world of difference.
It can be said that what Dong Mingzhu lost in Douyin was found in Kuaishou. What she found was not only face, but also confidence.
Due to the impact of the epidemic, Gree Electric Appliances has lost 30 billion yuan in the first quarter.
In 2019, the sales performance of the entire online channel of Gree Electric Appliances was only 350 million, and Dong Mingzhu's live broadcast helped Gree Electric Appliances sell 310 million.
Although the increase in revenue of 310 million yuan is still a drop in the bucket compared to the loss of 30 billion, at least Dong Mingzhu has seen the huge energy of e-commerce live broadcasting, and has also greatly enhanced the confidence of Gree Electric Appliances in channel reform.
Otherwise, how could Dong Mingzhu say:
"I hope today's live broadcast is not the end, but forever!"
2
In fact, Dong Mingzhu came to quickly live stream the goods, which was for a purpose.
What is Dong Mingzhu's purpose? Let me give you an analysis:
Since last year, home appliance giants such as Gree and Midea have launched overseas business, trying to expand their market scale by opening up overseas markets. From this point, it can be seen that the entire Chinese home appliance industry has faced a bottleneck in development, and growth is becoming more and more difficult.
The first is to further understand the needs of online consumers, and the second is to open the sinking market through the platform of Kuaishou and link more users outside the second and third lines.
After all, those users outside the second- and third-tier cities still have many living needs and consumption needs that have not been met.
This time, Dong Mingzhu brought 310 million sales data in Kuaishou, which is a good proof.
As we all know, on Kuaishou, the products sold by anchors have always been based on low unit prices and high cost performance, and the unit price of the products brought by Dong Mingzhu this time is not low. One of the best-selling air conditioners sold for 1949 yuan, with a total sales of 67181 units.
You see, this is the consumption power of the old irons of Kuaishou.
In recent years, with the progress and development of society, the living conditions of cities outside the second and third tiers, as well as small towns, have been greatly improved, so their consumption level will become higher and higher, which is what we often call consumption upgrading.
I think that Dong Mingzhu must have also observed this change, otherwise how could she have had such a big effect with the Kuaishou old irons just by live broadcasting it?
It seems that compared with the "small fresh" culture of Douyin, the "old iron culture" of Kuaishou is more suitable for Dong Mingzhu!
Next time, "Miss Dong" and Kuaishou "Old Iron", how much chemical reaction will occur? Can you still break the sales record of 310 million?
Everything is still unknown, but it is worth our expectations!
3
Dong Mingzhu ran to the purpose of the fast hand live broadcast, everyone already knows.
So what are the factors for the success of Dong Mingzhu's live broadcast?
Next, I will give you an analysis from 3 aspects:
01. Venue selection.
In live broadcasting, the choice of venue is very important.
At the time of the douyin live debut, Dong Mingzhu overturned the car, and the sales performance was very embarrassing.
After the rollover, many people said that the network was not good, which affected the user's viewing and shopping experience.
But in addition to the network card, there is actually another reason that everyone has not noticed, that is, the choice of venue.
At the debut of Douyin Live, Dong Mingzhu was broadcast live in Gree Building, and it was live broadcast while walking, which is equivalent to a visit-style live broadcast.
This live broadcast method will always shake, affecting the user's viewing experience, and can not display the goods, the anchor can not get the information sent by fans on the screen in time, the whole process lacks interactivity, very boring, so the first live broadcast sales performance is inevitable.
However, looking at the second live broadcast on Kuaishou, it is obvious that the venue choice is very good.
Dong Mingzhu and Kuaishou anchor Er Donkey, Donkey Sister-in-law Pingrong, Li Xin and other on the same stage to sell goods, the front is a display table, the back is the real sample of the decoration scene.
It's comfortable at first glance, and it feels like a family is recommending good products they're using in the kitchen, which is very immersive.
Therefore, the success or failure of a live broadcast is closely related to the choice and layout of the venue.
02, the blessing of the fast head anchor.
If you say that this time in the Kuaishou live broadcast, Dong Mingzhu alone with goods, you say the effect is not good?
This is not easy to say, it may be much better than the first time on Douyin, but it is impossible to achieve 310 million sales.
Why? Because in the entire ecology of Kuaishou, the old iron culture prevails, they are more familiar with their favorite anchors, and they will be more willing to believe in the products they sell, which is recommended by acquaintances, and the effect will be better than the recommendation of strangers.
Although Dong Mingzhu is a person they all know, after all, it is too far away from their lives and not grounded enough. In this case, Dong Mingzhu can invite the second donkey, donkey sister-in-law Pingrong, Li Xin and other anchors to help, in fact, to eliminate the concerns of the fast hands of the old iron, after all, with their familiar anchors as a trust endorsement, they will be more willing to pay.
03. Product price.
Whether a product can sell well depends on traffic and purchasing power.
When Dong Mingzhu first broadcast on Douyin, the number of viewers of the entire live broadcast was 431.78w.
It is reasonable to say that the traffic has been obtained, and the purchasing power of the first- and second-line users of Douyin has also been there, and the sales performance should be good.
But why is the performance so dismal? In fact, it is related to the price of the product.
When Dong Mingzhu broadcast live for the first time, in order not to harm the interests of offline dealers, the basic price of the products she chose was more than 10,000, but when the second live broadcast, the product price was very grounded, most of them were more than a hundred to a thousand, and the price was really much more common than the first time.
4
This epidemic has made the home appliance industry that has touched the ceiling fall into a "trough" again, and has also caused Gree Electric Appliances to lose 30 billion yuan in the beginning of the year.
For people with bad mentalities, lack of confidence and courage, it can be a disaster.
However, in Dong Mingzhu's view:
Enterprises face losses, sales decreased, this does not mean that the enterprise is not good, the development of the enterprise itself is also a downward process, to face bravely.
Yes, whether it is a company or an individual, there will always be a time for a low.
The trough of life is not terrible, the terrible thing is that you do not have the courage to get out of the trough!
Therefore, when you feel that your life has fallen to the bottom, you must not give up hope, as long as you actively change, you will be able to wait until the moment of bottoming out!