Zou Nengji (right), vice president of Galanz, appeared in the live broadcast room of "Duoduo New National Tide". Photo by Chen Donghui
Air fry microwave oven. Photo by Huang Pei
Chen Zebin (left), president of Libai Group, was a guest of Xinguochao Live. Photo by Li Geng
Chen Yun (left), general manager of The E-commerce Department of Mark Huafei, is in the live broadcast room of Pinduoduo. Photo by Huang Xianbin
"This thousand-yuan air frying microwave oven is a new product we developed last year, adding the function of air fryer, which is welcomed by young people in first- and second-tier cities." It also accompanied the 'Tianzhou-2' into the Chinese space station, and successively cooked three meals a day for the Shenzhou 12 and 13 astronauts. On February 28, Nandu reporters saw in the modern intelligent manufacturing base of Galanz in Shunde, Guangdong Province, that Zou Nengji, vice president of Galanz, appeared in the live broadcast room of "Duoduo New National Tide", focusing on sharing the product concept and research and development process of Galanz's "Space Kitchen" series for netizens, and also made many netizens marvel at the hard core strength of China's manufacturing industry.
This is another executive who has entered the live broadcast after domestic brands such as Libai, Seagull, Junlebao, And Tan Carpenter. It is understood that in January this year, Pinduoduo announced the official launch of the "2022 Duoduo New National Tide" action. At present, the "Duoduo New National Tide" action has joined hands with domestic brands such as Libai, Junlebao, Alai, Polariya, Mark Huafei, Seagull Watches, etc., and has successively entered many manufacturing fields such as clothing, beauty, daily chemicals, home appliances, milk powder, etc., to explore a new model of digital integration.
Live streaming drives sales to attract young people to buy and buy
As one of the leading domestic home appliance brands, Galanz tried to settle in Pinduoduo as early as 2017 and opened an official flagship store. The data shows that after settling in, the annual sales of the Galanz brand have increased year by year, and the highest growth rate has exceeded 300%. At present, the monthly sales of Galanz's official flagship store have exceeded 10 million yuan.
Specific to the single product, Wang Xiuyang, manager of the official flagship store of Galanz Pinduoduo, told Nandu reporter that small household appliances such as microwave ovens, ovens, and small rice cookers account for a relatively high proportion, and the price range ranges from 100 yuan to 1,000 yuan. It is understood that in the past year, many galanz products have become platform hits, and the sales of N9 microwave ovens alone have exceeded 170,000 units.
Live streaming is one of the important tools to drive sales growth. "On the Pinduoduo platform, the sales of live broadcast rooms in our stores accounted for 30%, higher than the 8%-12% of other platforms." Wang Xiuyang said in an interview with Nandu reporter that before relying on product detail pages to attract consumers, now it is the recommended traffic in the live broadcast room. "The recommendation traffic between live broadcasts is equivalent to 'tap water', such as consumers seeing our live broadcast room when browsing on the platform, or consumers recommending each other. This is the platform traffic tilt, merchants buy resources outside the traffic, quite considerable. ”
It is worth noting that the live broadcast of the store brings a certain amount of traffic at the same time as changing the existing user structure, and the proportion of young users has increased, and the influx of live broadcast rooms to buy and buy. Wang Xiuyang mentioned that the data shows that the user structure of Galanz Pinduoduo stores has undergone great changes. In June last year, more than 50% of people over the age of 45 were over the age of 45, and the composition of users was relatively single. This year, live room data shows that the number of people over 45 years old has declined, accounting for 20%, and young people between 20 and 30 years old not only poured into the live broadcast room, accounting for 20%. "This also shows that with the continuous development of the platform, it has been recognized by more and more young users."
Cost-effective attracts netizens to watch the rejuvenation of daily chemical giants
Young consumers are the main force of new domestic consumers, and they are also the main young Libai who wants to seize the crowd in recent years. "As a representative brand of new domestic products, Libai must take into account practicality and life aesthetics from the product point of view, and also need to meet the needs of modern young consumers." On February 23, at the Libai Center in Guangzhou's Liwan District, Libai President Chen Zebin appeared for the first time in the live broadcast room of Pinduoduo to share Libai's new domestic product concept.
"From the upgrading of Libai laundry detergent to concentrated laundry detergent and laundry gel beads, from ordinary dishwashing liquid to the upgrading of dishwasher-specific dishwashing blocks, Libai not only continues to increase washing technology and washing technology, but also cooperates with a number of brands to try cross-border cultural creation." Chen Zebin said that as early as 2018, Libai Group fully entered the era of digital intelligence, and online sales is one of the important strategies for digital transformation.
After the comprehensive transformation of digitalization, Libai has also become one of the earliest daily chemical brands to enter Pinduoduo, and has moved all its products to the Pinduoduo platform. According to Zheng Yinning, general manager of e-commerce of Libai Group, in addition to the traditional explosive meal washing and clothing washing products, libai's laundry gel beads and other new trend categories have also gained a large number of consumer favorites in Pinduoduo, and quickly became a hit with sales of 100,000+. Up to now, Libai has gained more than 10 million brand users in Pinduoduo, and the user base is still expanding rapidly.
"As a domestic brand, Libai has been paying attention to young trends while providing consumers with high-quality products, which coincides with the concept of 'New National Tide Consumption Season' in the first quarter of Pinduoduo." Chen Zebin said that the activities such as the 10,000-person group and the new national tide consumption season jointly carried out by Pinduoduo will further promote Libai's continuous exploration in the field of digitalization.
Post-95 accounted for more than 48% of the new national fashion live broadcast room sold explosive
Another participant in the "2022 Duoduo New National Wave" action, Mark Huafei, one of the representative brands of new national fashion, has captured many young people in recent years through continuous product and design innovation. According to Pinduoduo's data, among the people who buy Mark Huafei, the post-95 generation accounts for more than 48%, and it is mainly concentrated in first- and second-tier cities. Since entering Pinduoduo, Mark Huafei has also entered the fast lane of growth, and the monthly sales of the official flagship store have reached a maximum of more than 15 million yuan.
In the live broadcast on February 22, Chen Yun, general manager of Mark Huafei's e-commerce department, also entered the live broadcast room to introduce the sweatshirts jointly signed by Mark Huafei and "National Treasure". In addition to the national treasure series, Mark Huafei also concentrated on showing netizens the joint costumes with the main elements of the myth of the Shan Hai Jing, the Chinese Beast Yang Zun, and the "Timely Rain" Song Jiang in the live broadcast.
It is understood that as of 18:00 on the same day, a total of one million netizens entered the live broadcast room to watch the live broadcast of national tide goods, and the joint clothing was also popular, and the single-day sales of the store increased by more than 320% year-on-year, and drove the search terms such as "new national tide" and "new national tide clothing" on the platform to increase by more than 270%.
In the live broadcast, Chen Yun, general manager of e-commerce of Mark Huafei Company, said that the "2022 Duoduo New National Tide Action" has increased the opportunity for the new national tide brand to be seen more, and hopes that the live broadcast will convey the design concept of The New National Wave clothing to netizens, so that consumers can see the distinctive side of Mark Huafei, and also hope that through the "Duoduo New National Tide", more new national tide products and brands will be known and loved.
Set up a special team to cultivate 100 billion national tide brands
"With the post-95s and post-00s becoming the main force of new consumption, the new national tide has shown great market potential." The person in charge of the "Duoduo New National Tide" project said that in order to help the new national tide directly connect to the new consumption, Pinduoduo specially launched the "2022 Duoduo New National Tide" action and launched the first season of the new national tide consumption season.
It is understood that in January this year, Pinduoduo announced the official launch of the "2022 Duoduo New National Tide" action, with the concept of "quality national tide, beautiful life", aiming to further exert the platform has the largest number of consumers and digital technology advantages, continue to promote "new domestic products" and "new national tide" directly connected to new consumption, and help China's real economy.
The project leader of "Duoduo New National Tide" said that in the next year, Pinduoduo will set up a special team to start the second kill support plan and the tens of billions of subsidies to create stars, invest tens of billions of "support resource packages", and cultivate 10 billion new national tide brands and 100 billion national tide brands.
Previously, Pinduoduo and Midea Group reached a strategic cooperation with an annual scale of more than 10 billion yuan. The two sides will continue to carry out full-link cooperation in the fields of product customization, channel expansion, brand building, digital technology, and intelligent manufacturing, and jointly promote the integration of digital reality. In addition to the field of home appliances, special support for traditional manufacturing brands such as 3C, clothing, daily chemicals, and medical care is also continuing.
At present, Pinduoduo has held a number of live broadcast activities with brands such as Polaria, Ailai, and Mark Huafei, and more than 20 million netizens have gathered online to participate in the first season of the "New National Wave Consumption Season". Users open Pinduoduo, search for "new national tide", "new domestic goods" and "many new national tides" to enter the relevant pages, and place orders for new domestic products and new national tide products with one click.
Written by: Nandu reporter Huang Pei