Today's circle of friends was swept by such a news, that is, "Dong Mingzhu's second live broadcast." three Hour sales three Billion yuan ", which is for us electromagnetic flowmeter For the industry, it is undoubtedly an inspiration. Whether the flowmeter products can be sold through live broadcast with goods is also a problem that the instrument industry needs to face directly in the future.
In this live broadcast, Gree produced a variety of electronic consumer products, such as Juicers, rice cookers, electric fans, humidifiers and purifiers, thirty Within minutes, there are three Sales of products reached one 100 million yuan; sixty Within minutes, the sales volume of single product is more than one 100 million yuan; the total sales volume of the whole live broadcast reached three point one Billion yuan, with remarkable results.
However, the products of our instrument industry are different from consumer electronic products. All the products in this live broadcast are household appliances. Besides, the fans' recognition of Miss Dong, feelings or feelings, the goods are actually sold, and the enterprises get the final benefits and the customers get the discount, forming a win-win situation 。
But why does one own three The boss of a leading household appliance enterprise with more than 10000 offline distributors needs to carry out live broadcasting with goods? What's the difference between live TV and direct TV? Can our instrument industry also use this sales method to promote it? With these questions, please listen to Yijia Xiaobian to explain them to you one by one.
First of all, let's take a look at the similarities and differences between live delivery and TV direct selling.
Both live broadcasting and television have the same theoretical basis and similar forms. They are video plus selling goods. They make use of the emotional feelings of the viewers, because people are always emotional. Moreover, live delivery with goods and TV direct selling both seize the feature that people are easy to be emotional. They use various kinds of words, actions and scenes to mobilize the audience's emotion to promote the products.
The difference between them lies in the different carriers of communication and the different roles of the opposite scenes. Moreover, the price advantage of live broadcasting with goods will be more obvious, and the interactivity is incomparable with Direct TV. Smart anchors will perceive the emotional changes of users and make more adjustments, and the purchase conversion rate will be higher.
Why is live broadcasting so popular now? As a matter of fact, these popular anchors are very good at promoting the atmosphere of the live broadcasting room. The products with low discount, coupled with the anchor's language and body movements, stimulate the audience's psychology of picking up bargains. For example, the original price of the first Juicer sold by Gree live broadcast two hundred and nineteen The price of live broadcast is only RMB yuan forty-nine Yuan, one The universal multi-component shelf is the second light.
And can our instrument industry use live delivery with goods to highlight the tight encirclement? Xiao Bian made a careful analysis and found it unlikely. Whether it's traditional TV shopping or current live delivery, they all have a feature, which is to use people's emotions to complete an impulse consumption. Although this product may be really effective, the utilization rate of most products may not be very high. And our instrument industry products are basically only electromagnetic flowmeter These products are generally used for the assembly of production lines or the replacement of old and bad products. Therefore, even if the live broadcast is started, it is difficult to accurately grasp the direct broadcast customer base of instruments and meters. Too strong pertinence, this is also the instrument industry products can live online with the fatal hard injury.