China News Service, May 12th, at 10:30 on the evening of the 10th, Kuaishou, Gree and Chinese entrepreneurs jointly launched the "Let the world fall in love with Made in China" Gree special session, Gree chairman and president Dong Mingzhu and Kuaishou anchor two donkey couples in Kuaishou Live delivery for the first time.
Eventually, the cumulative number of viewers for this event exceeded 16 million, with a maximum of 1 million people online at the same time. The turnover of goods brought in in 3 hours broke 310 million, of which the sales in half an hour of live broadcast broke 100 million, and 100 minutes broke 200 million.
Dong Mingzhu previously revealed that Gree Electric's sales in Dong Mingzhu's online store in 2019 were 350 million yuan. That is to say, the quick three-hour live broadcast has quickly caught up with Dong Mingzhu's online store's performance last year.
Affected by the sales of fast-handed sales, Gree's stock price rose 3.7% in the early morning of May 11, and Gree's market value increased by 10 billion.
Compared with the previous performance of Dong Mingzhu's first live show with goods, less than 300 items sold, and a transaction of 220,000 yuan, the results of this quick hand sale are a huge leap.
This is also the first time that fast-handed e-commerce companies have sold large-scale 3C household appliances at high prices. Among them, the sales of 1.5 HP Pinyue single-cooled fixed-frequency air conditioners were nearly 70,000 in half an hour, and the turnover of single products exceeded 100 million. The sales volume of Xinguan sterilized air purifiers with a price of 12,000 yuan exceeded 100, and the original price of 15899 yuan Jinbei high-end air conditioner quick subsidy price was 8999 yuan. It showed that the fast old handrail has a strong consumption power for high-price unit prices.
Facing the gratifying results of selling goods, Dong Mingzhu, who had originally attached importance to offline channels, also began to recognize the new form of live selling.
Dong Mingzhu previously said in an interview that he "still does not quite agree to bring goods", and will still insist on offline, because after going online, the sales staff of Gree's 500,000 or 600,000 offline stores will be unemployed.
However, after the quick-handed sales turnover exceeded 100 million, Dong Mingzhu took the initiative to say, "There are more than 30,000 dealers under Gree's line, and I hope to combine them online and offline. I'm a head start, exploring ways for them, gradually Experience the feeling online. "
Dong Mingzhu said that the epidemic changed his mind, "I feel that this activity is for everyone to participate in. Whether it is my consumer, whether it is our manufacturer, or our channel, the three together are a win-win situation, everyone Go hand in hand. I hope that such an event today is not the end of us, but forever. "
It is worth mentioning that Dong Mingzhu's fast-hand live broadcasts were also carried out in the Gree Zhuhai showroom, and the live broadcast was smooth and free of jams for 3 hours. In order to ensure the live broadcast, the quick hands have prepared multiple plans such as 5G network dedicated line, wireless image transmission quality guarantee, mobile network QoS guarantee, etc., which effectively guarantee the smooth progress of this live broadcast.
Since this year, due to the epidemic situation, live broadcast e-commerce has been one of the most striking outlets this year. During the epidemic, offline merchants have turned to online search for new sales channels, and live broadcasting has become an important infrastructure for brands to explore new retail.
As the head platform in the field of live e-commerce, Kuaishou has the advantages of good private domain traffic and high conversion rate, and attracts a large number of offline merchants. Official data shows that Kuaishou has helped more than 1 million offline merchants resume business. Brands such as Smith Barney, Barabara, Shangpin Home Delivery, and Adidas have achieved good results through fast-hand live broadcast.
The sales cooperation between Gree and Kuaishou will inevitably accelerate the promotion of Gree's tens of thousands of offline distributors to explore new paths for the development of online and offline integration.
In addition, Gree and Kuaishou's live broadcast sales cooperation is also the first time Kuaishou e-commerce has done large-scale sales activities with 3C appliance brands. Starting in March this year, Kuaishou launched the "Super Brand Day", attracting Li Ning, Metersbonwe, Adidas, Perfect Diary, Procter & Gamble and other brands to join, the brand has become an important part of Kuaishou e-commerce.
On April 18, Kuaishou Super Brand Day held an international beauty special show. After the sale, Estee Lauder, Lancome and other international big-name beauty cosmetics, the single sales total exceeded 500 million, and the LP caviar priced at 3000 yuan was sold out in seconds. On April 19, Zhejiang's largest Adidas offline store fast-hand super-brand daily sales exceeded 11.2 million yuan. At present, the turnover of the fast-hand super brand's 7 live broadcasts reached 620 million.
On May 6, Kuaishou officially announced that Kuaishou e-commerce daily activity has exceeded 100 million, which shows the huge market of Kuaishou e-commerce. As a national-level short video platform with more than 300 million daily activities, quick-hand users are rich and diversified, which not only has the demand for high-quality and cost-effective products, but also the demand for branded products. This provides a huge market dividend for the brand to enter the fast. After Gree, I believe there will be more brands to join Kuaishou.
Kuaishou e-commerce also has a diverse source of good goods and branded products. The price-to-performance ratio is still an important foundation for Kuaishou e-commerce. On this basis, moving towards brands provides users with more choices and further expands their business boundaries. The successful cooperation with Gree and other brands has also made the fast-handed e-commerce brand strategy a first step to success.