After experiencing Douyin’s live broadcast of Waterloo, Gree adjusted the form of live broadcast.
On the evening of May 10, Gree Electric ’s chairman and president Dong Mingzhu opened the live broadcast in Kuaishou. Following the live broadcast accident of Douyin due to network problems last month, Gree seems to have learned a lesson and also demonstrated Dong Mingzhu ’s true ability to bring goods-the turnover in 3 hours was 310 million yuan, catching up with the online store last year. Annual performance.
During this live broadcast, Dong Mingzhu first sold goods on the same stage with Kuaishou anchors Erlu, Lusao Pingrong, Li Xin, and others, and then stopped the media interview in the live broadcast room, and connected Li Jiaqi and Zhu Guangquan at 9 o’clock. Studio. The form of this live broadcast is more abundant than the last live broadcast on Douyin. It uses the power of the fast-handed anchor and adjusted the products promoted by the live broadcast.
After the last live broadcast of Douyin, Gree Electric sold the cheapest charging treasure in Douyin ’s merchandise windows, other products are basic As the price increases and the order volume decreases, the basic sales volume of most products above 6,000 yuan is zero.
Gree ’s strategy has been adjusted during the live broadcast. Dong Mingzhu chose to start with cheaper small appliances. The first product she introduced was a portable juicer cup, priced at 199 yuan, plus 30 yuan subsidized by quick hands, the price was reduced to 169 yuan. Dong Mingzhu squeezed a glass of watermelon juice on the live broadcast.
Similar kitchen appliances include Dasong electric hot pot of 155 yuan and Dasong 2 LIH smart rice cooker of 579 yuan. In addition, the Kuaishou Live Show Room also displayed several home appliances of about RMB 1,000, such as a 1949-priced Pinyue 1.5-hp single-cooled fixed-frequency air conditioner and a RMB 1648-priced Jinghong 198 L two-door refrigerator.
Quick hands live broadcast has achieved good results. 30 minutes after the sale, the sales of three products exceeded 100 million. After 100 minutes, the turnover exceeded 200 million yuan. Eventually, the turnover reached 310 million yuan after 3 hours. Dong Mingzhu had previously revealed that Gree Electric’s sales in Dong Mingzhu’s online store in 2019 were 350 million yuan. In other words, the three-hour live broadcast quickly caught up with the online store’s performance last year.
During an interview with “Chinese Entrepreneur” in the middle of the live broadcast, Dong Mingzhu said that he plans to open a “Dong Mingzhu Live Broadcasting Room” to “normalize the live broadcast”. In an interview with “Xinhua News Agency” in the live broadcast room of Douyin, Dong Mingzhu once mentioned that Gree has no layoff plan, she asked “all employees to sell”, “all employees make their daily necessities.”
“It is true that the epidemic has brought us a whole new idea. I hope that today’s live broadcast is not an end, but forever.” Dong Mingzhu said.
During the quick live broadcast, Dong Mingzhu once again talked about the impact of the epidemic on Gree ’s first quarter revenue. “Our first quarter of this yearIt has lost 30 billion in sales. Some people may say that you want to increase the share price a little, but I do n’t think so. If sales decrease, it will decrease, but this does not mean that this enterprise will not work. The development of the enterprise itself has also fallen Face the process bravely. “Dong Mingzhu said.
On April 29, Gree released its first-quarter financial report, which showed revenue for the first quarter of 20.395 billion yuan, a year-on-year decrease of 49.70%; net profit attributable to shareholders was 1.558 billion yuan, a 72.53% year-on-year decrease.