Did Dong Mingzhu Traffic Belts Downtown Channel Change?
Original title: Dong Mingzhu Traffic Belts Downtown Channel Change? "Net Red" Entrepreneur Miss Dong Miss Directive Take the current high-fever live broadcast. On May 10, 19:30, Dong Mingzhu, chairman of Gree Electric, once again showed the live broadcast, opened her second live broadcast, and the last live broadcast is, this time Gree also invited a lot of quick head net red participate.
According to the data released by the fast hand, Dong Mingzhu lived through the live record of 200 million yuan.
Miss Dong’s goods is not good, but for Gree, Dong Mingzhu’s personal traffic can be transformed into company performance, and whether e-commerce live can lead Gree channel change, still unknown. The second live broadcast May 10 is the fourth Chinese brand day, on the day of 19:30, Dong Mingzhu resisted in the livelink of Gree Dong Mingzhu store, but only for half an hour, mainly introduced Gree’s technology and products. The Gree Virus Purifier has been introduced, and its effect has been obtained by the authority of the Chinese Academy of Physicolic Chemistry and Physics Key Laboratory. Belt is responsible by two quick heads.
In the list of products, including Gree high high school low-end air conditioners, refrigerators, water heaters, etc., there are small appliances such as rice cookers, juicer, hot pot, water purifier. Among them, the maximum subsidy is that Gree Jinbei II variable frequency is air conditioning, subsidy amount reached 6900 yuan, and the hand price is 8999 yuan, which is equivalent to being folded (original price of 15899 yuan). The lowest price of the unit is a big release, the price is 155 yuan. The first product on the night is a juicer. Dong Mingzhu is also in person with watermelon juice at the scene. This product is taken by one, and more than 10,000 pieces are sold. The second product is Large 1 minus more than 1,000 sets of air conditioners, quickly sell more than 1,000 units, as of Beijing Business Daily reporter, the same air conditioner is sold more than 60,000; Quickly be robbed and empty.
Last month, Dong Mingzhu once opened the first show in the shake, through the video display Gree Electric Zhuhai Headquarters Exhibition Hall, introduced the Gree air conditioner in the exhibition hall, refrigerator, washing machine and other products, the company’s core technology, and the latest research and development results. It has also produced some sales in that night, but because there is no special sale, there is not much sales. The dazzling background data shows that Dong Mingzhu live broadcast first show the total number of 4.31 million, the number of online people is 10,000, the product sales is 10,000 yuan, the sales volume is the new crown virus air purifier, and it is expected to sell 3 units; The highest sales is the cheapest charging treasure, 10000mAh charging treasure price is 139 yuan, and one hour before broadcasting 121 units, some of the sales of some products is a bit number. Beijing Business Daily reporters contact Gree asking if they will also arrange the next live broadcast, the other party means "there will be".
Since the new crown pneumonia epidemic this year, the home appliance market has been very short, and the sales are significantly shrinking.
"And live tape is very hot in these two years, some home appliance companies want to attract more users through the way they belong, attract more users.
"Appliance analyst Liang Zhenpeng said. The data of the market research institutions announced that the data released in the first quarter of this year, the overall decline in the China home appliance market, where the refrigerator market decreases, the laundry machine market is decreased, the air conditioner market decreases, the water heater market decreases .
Gree electrical appliances did not escape the bad luck in the decline. The company realized revenue billion yuan in the first quarter, downloaded% year-on-year; net profit attributable to shareholders of listed companies was 100 million yuan, a year-on-year reduction.
Gree electrical appliances have said in the first quarter of 2020, which is affected by the new coronary virus pneumonia epidemic, the sales of terminal markets in the air-conditioning industry, the installation activities are almost unable to carry out, the company and the upstream and downstream enterprises cannot replenish production in time. In 上海闵行发廊足浴 the first quarter, the terminal consumption demand in the air-conditioning industry, the implementation of new energy efficiency standards, and the industry competition further intensified, the company continued to implement a positive promotional policy.
Dong Mingzhu has also introduced that the influence of the epidemic, a quarter Gree electrical appliance lost more than 300 billion yuan, in February this year, Gree Electric is basically no sales, and the sales data in previous years is basically one or two billion yuan, and This year is almost zero.
Not only Gree, but also the performance of other home appliance companies is also falling into the quagmire.
The United States achieved revenue billion yuan in the first quarter, downloaded by a year-on-year; the net profit of shareholders 上海学茶艺哪里比较好 of listed companies were worthy of%. The Hailza family revenue was 100 million yuan in a quarter, downloaded by a year-on-year; net profit attributable to the shareholders of listed companies, a year-on-year decline. How to balance it is worth noting, now I have entered the summer, the weather is slowly hot, it is the peak season of air-conditioning sales, so Dong Mingzhu live band is also to seize this promotion node.
From the "May 1st" data from third-party institutions, white electricity, black and electric, kitchen and bathroom, although there is still a decline, but there is a significant warming indication; at the same time, the home appliance brand pattern that has emerged in 2019 is also in "May". Specially prominent. The air-conditioned market sales are hot by high temperature in the country. During the "May 1" promotion 上海洗浴工作室 period, online air-conditioning retail volume increased year-on-year, near double. Offline monitoring data shows that the scale of retail sales in Xinjiang, Shandong, and Jiangxi increased by 70%, 59%, 23% year-on-year. But about live goods, experts have different opinions.
Liang Zeng’s direct words: "From Dong Mingzhu’s experience in a live broadcast of live goods, there is not much sales, what is this explanation? Description this live band The company is not a fundamental way to solve the business survival crisis. Even if sold for tens of millions, it is far away for a company for hundreds of billion yuan. "Industrial observers Hongshin believe that for live band The effect of the goods cannot be exaggerated, and its value cannot be ignored, and the biggest advantage of live broadcast is to generate some traffic matching.
Dong Mingzhu himself attaches great importance to traditional offline channels. She said that live band is a new model. When everyone goes in this direction, Gree is still in line, with the epidemic, to turn Gree Offline stores become an experience shop, become a place that truly opposite exchanges, bringing users to the most authentic product experience.
However, the changing reform of Gree channel is imperative. "Sales of Gree products still need dealers with layers, such as Gome, Suning, Jingdong from Gree, must pass distributors, sales channels are not flat, which has affected Gree’s rapid development in mobile Internet age.
I expected that the proportion of e-commerce channel shipments in China’s home appliance market will exceed the physical store.
"Liang Zepeng said. So, how do you go to the balance line sales? In the view of Hongshibin, the home appliance company must work for a sales channel. The only thing in the online line does not have a way to fuse the price. There is a certain line. The preferentiality, as long as the price does not impact to the line, it can still be complementary, and there is also a promotion of each other, and there is match value.
(Editor: Zhao Chao, Lu Wei) Sharing let more people see.