(Fighting New Crown Pneumonia) The home furnishing industry broke the trend with "Cloud Reconstruction" to broadcast 480 million goods a week.
China News Online, February 25th (Li Qiuying, Li Jiajia) Furniture unit price is high, consumer frequency is low, attaches great importance to the experience scene, and was once considered to be a natural "incompatibility" with online operations. But in this special situation in February, the home improvement industry became a dark horse of new retail through self-help. In the case that the store cannot be opened, new customers can still patronize online, and the goods can still be delivered to the warehouse for disinfection and distribution, helping home stores and merchants to reduce the impact of the epidemic.
According to statistics, from February 15th to February 21st, the House actually conducted 4810 Taobao live broadcasts in 232 stores across the country. The broadcast lasted nearly 7000 hours and is expected to bring a turnover of 480 million yuan and 110,000 yuan. New guest. On February 24, the corporate store of furniture brand Zhihua Shi did a live broadcast of "factory purchase fair" with more than 2,000 offline stores, and the transaction week rose 13 times year-on-year and 470 times day-on-month.
Before the live broadcast, the House actually convened branches and stores across the country to teach a two-hour training course with nailed videos: how to operate Taobao Live, how to greet and interact with the audience, which products to choose, how to distribute coupons, and broadcast live at home How to shape the atmosphere of the live broadcast room; then, each store separately organized learning courses for merchants and shopping guides.
"Three days later, the volume started immediately. On February 4th, more than 50 stores will be launched, and on the 5th, there will be more than 60, and the next 100 ... all the way up." Translated by Huang Shu, head of live broadcasting business Said that at most, a total of 232 stores broadcasted simultaneously. The staff of the actually home is responsible for helping the merchants collect live broadcast time, product arrangements and design schedules. Every day at 7 pm is the "golden file", and it has to be launched.
In the past week, work has resumed in all parts of the country, and the live broadcast has not stopped. "Since February 14th, the number of stores we broadcast every day has basically remained above 200," Huang Shu translated. "Some brand merchants and shopping guides have achieved actual results through Taobao Live Broadcasting, so they are willing to continue to do live streaming after resuming work offline. The natural passenger flow in the store will not always occupy their working time, and shopping guides have enough spare capacity to continue live broadcasting. goods."
"Because of the epidemic situation, customers who store water off-line chose to blast on Taobao live broadcast." This sales jargon comes from Ying Lijuan, the live broadcast leader of Taobao Zhihua Shi Enterprise Store, which means those who often go to the store, But customers who have not yet decided whether to buy a sofa, will now choose to place an order immediately because of the discount in the live broadcast room.
Occasionally search for large venues offline, and jointly launch a "one-stop group purchase fair" or "factory purchase fair". Each brand sells only a few items, but provides extremely competitive discounts to attract consumers to place orders on the spot. Is a regular operation of the home brand.
On February 24th, the Chivas Enterprise Store restored a factory purchase event in the live broadcast room: a huge discount number was written on the background board of red and yellow color, and the shopping guide lady in a red suit and skirt introduced with a loud voice : The original sofa set of more than 20,000 yuan can now be taken home with only 12,800. There are also full discounts, gifts and sweepstakes.
The live broadcast was "very offline". In addition to the audience that naturally rushed into the live broadcast room, more than 200 Taobao store employees at the Chivas Enterprise Store launched more than 2,000 offline stores, sent more than 60,000 offline stores, expressed purchase intentions but did not make purchases yet. The decision-making consumers have introduced live broadcast rooms using Douyin, Weibo, and community methods, and this group obviously has a higher willingness to place orders.
Since 2018, Chivas has done more than 1,000 live broadcasts. Just this year, more than 200 shopping guides from Chivas' offline dealers have joined the live broadcast army. (Finish)