Approaching the Spring Festival, the flavor of the New Year is getting stronger, and the online and offline procurement of New Year's goods is heating up. On February 6, Alipay released data saying that the Wufu New Year Festival was broadcast more than 7,000 times a day on average, and tens of thousands of merchants provided consumers with explosive New Year's goods. Among them, the three major categories of gold, wine and paper towels took the first place, with sales and orders both increasing. Previously, Ning Xiaogang, a liquor expert, won 32.5 million sales in the first broadcast, and 60 million was sold in the live broadcast of Laomiao Gold, which caused heated discussions in the industry. Sharp comments from netizens: Alipay's live broadcast is "drunk gold fans".
Nowadays, the live broadcast rooms of major platforms have become a new channel for consumers to purchase New Year's goods. Today, Alipay's open platform released data saying that during the Wufu New Year Festival, there are an average of more than 7,000 live broadcasts on the platform every day, among them, three categories such as wine, gold, and paper towels are the most popular among users, and the live broadcast sales in the past two weeks have increased by 100%, 200% and 300% respectively.
Alipay's Wufu goods list page shows that wine, gold, and tissue brands occupy half of the merchant list.
According to public data, during the Five Blessings Festival, the sales of the three live broadcast rooms of the curator Ning Xiaogang, Lao Miao, and Jiu Yitao alone have exceeded 100 million yuan.
In fact, the collective outbreak of alcohol live broadcast on Alipay has already caused heated discussions in the circle. Talent Ning Xiaogang's debut won a single GMV of 32.5 million yuan, which was interpreted by the media as saying: This record is comparable to the single-game sales performance of the head alcohol expert La Feige in Douyin, and it is also far ahead in the same industry.
In addition to liquor, gold has gradually become a New Year's commodity for young people. The enthusiasm of the post-90s and post-00s for gold has driven the live sales of gold on Alipay to increase by 2 times month-on-month in the past two weeks. According to the data released by the old temple, its sales of the live broadcast of the Wufu Festival have reached nearly 60 million yuan.
In addition, more and more tissue brands are also using Alipay as a new marketing position. Among them, Xinxiangyin won more than 4 million GMV during the Wufu Festival, with a total of more than 200,000 orders, and "the paper towels sold can circle the West Lake three times".
In addition, among the top 10 best-selling products in Alipay's Wufu Festival live broadcast, tissue products account for most of them. The reporter clicked into Alipay's live broadcast and found that the number of views in the live broadcast rooms of many tissue brands exceeded one million.
Regarding the explosion of the three categories of paper towels, liquor, and gold, netizens ridiculed: Is Alipay's live broadcast so "drunk gold fans"?
According to public information, Alipay will officially enter the live broadcast from August 2023, and has successively improved the live broadcast products and policies to lower the live broadcast threshold for small and medium-sized businesses. In order to attract more partners, Alipay has recently launched targeted live broadcast incentives for new merchants and talents.