Original title: Livestreaming e-commerce has become a new engine for New Year’s goods consumption, driving the industry to a “good start”
●Written by: Ye Dan
After Laba Festival, it is New Year. When everyone eats Laba Rice Porridge, it means that the Spring Festival is coming soon. Whether you are going home for a reunion or visiting relatives and friends during the New Year, a variety of New Year goods are essential. From offline to online, from shopping carts to live broadcast rooms, various New Year shopping festivals have become the busiest consumption scene before the Spring Festival. As consumption trends change, more and more consumers are choosing to choose their favorite New Year goods in live broadcast rooms. The lively New Year Goods Festival in live broadcast rooms has also brought a lively “good start” to all walks of life.
Live broadcast room New Year’s goods “Fairy Fight”
High cost performance becomes the biggest weapon
“The first Three Squirrels nut gift box was sold out as soon as it was put on the shelves, with sales reaching 160 million yuan. On that day, four nut brands, Three Squirrels, Baicaowei, Bestore, and Laiyifen, gathered in the Simba live broadcast room to “Fighting” has led to a total of over 1.6 million sales of various types of nuts.” It is reported that at 10 a.m. on January 13, the live broadcast of the Simba New Year Festival kicked off, with more than 3 million people online. Data shows that Simba guided the sales of nearly 3.5 million fresh products that day, with sales exceeding 410 million yuan, and guided the sales of new year products to exceed 1.685 billion yuan. As the leading company in live streaming e-commerce, Xinxuan held the launch ceremony of the Xinxuan Super New Year Shopping Festival at the same time as the “Together with One Channel·Xinxuan Fifth Anniversary Carnival” event. As early as January 6, Xinxuan Anchor Dandan started the premiere of Xinxuan Super New Year Shopping Festival.
“Buying New Year’s goods at Simba’s live broadcast room is not only convenient, but the price is indeed much cheaper than purchasing offline by yourself. It can also be sent directly to your hometown, which is convenient and affordable.” As a loyal fan of Simba’s live broadcast room, Xiao Peng said this year I also bought all kinds of fresh new year products through the live broadcast room early. In the view of many live broadcast room consumers, from the traditional shopping offline to buying New Year goods through live broadcast rooms, in addition to being more convenient and saving time, cost performance is also a major factor to consider.
“Live streaming e-commerce has the characteristics of real-time interaction with consumers, intuitive product display, low operating costs, and breaking through operating time and space restrictions. Operators can quickly obtain market feedback in real time and adjust product structures accordingly to better create and Meet consumer demand.” Qi Yunlan, a researcher at the Institute of Market Economics of the Development Research Center of the State Council, believes that in the new consumption era, people’s consumption needs and characteristics have undergone great changes. According to data released by the Ministry of Commerce, in the first three quarters of 2023, e-commerce will play an active role in expanding domestic demand, stabilizing foreign trade, and deepening international cooperation. Among them, national live broadcast e-commerce sales reached 1.98 trillion yuan, an increase of 60.6%. At the end of last year, the Ministry of Commerce also made it clear that it would vigorously develop digital consumption and support the healthy development of new business formats such as live streaming e-commerce and instant retail.
The rapid development of live streaming e-commerce is not only driven by new consumption models, but also inseparable from the continuous improvement of the platform. Xinxuan said that this achievement since the launch of the New Year Goods Festival is not only due to the trust and support of users, but also due to Xinxuan’s ability to control product quality and cost performance. This is a direct feedback from Xinxuan’s years of deep cultivation in the supply chain. Simba mentioned in the video that Xinxuan understands the cost and price of products. Consumers can buy high-quality, cost-effective products in the industry in Xinxuan’s live broadcast room without going through detours to compare prices. According to reports, in 2023, Xinxuan’s live broadcast room will sell 170 million orders of fresh food, with a total of nearly 12 billion yuan. It is worth noting that while providing consumers with high cost performance, quality control requirements are also a key factor in Xinxuan’s ability to gain consumer recognition. The person in charge of Xinxuan Group said, “In order to cope with the large-volume orders during the New Year Festival, we have upgraded our quality control, warehousing, after-sales and other aspects. We have a product selection and quality control team of more than 1,400 people and strictly control the entire process. Product quality and price.” Taking non-standard fresh products as an example, Xinxuan purchased sophisticated testing instruments to conduct comprehensive testing and tracking of the products, and also opened a fresh after-sales green channel to better protect the rights and interests of consumers. . In addition, in order to continuously improve user experience, Xinxuan has established a full-link customer service management system and created an after-sales team of more than 2,000 people to provide users with professional services throughout the day during the New Year Festival.
New Year’s goods become “new signature”
Leading the industry to a “good start”
“Bayannur’s agricultural products have a high quality advantage. What impressed me most was the local sunflower seeds, which are very local. The flesh is particularly fragrant, and the beef and mutton taste good. I especially want to experience the city of Bayannur. Let’s take a look at the scenery there, and hope to have the opportunity to promote more Inner Mongolia agricultural products to wider areas.” Awarded at the Beijing-Mongolia Cooperation Inner Mongolia Good Things Online New Year Festival and a special event to promote the consumption of Inner Mongolia’s specialty industries held on January 18 Xinxuan anchor Zhang Tao (screen name Shisan), who has the honorary certificate of “Inner Mongolia Good Food Recommendation Officer”, took advantage of the New Year Goods Festival to enthusiastically recommend beef, mutton, milk, yogurt, flour and other good Inner Mongolian goods in the live broadcast room. Through the form of “New Year Goods”, The live broadcast room will further increase the visibility and reputation of Inner Mongolia’s landmark specialties, drive the sales of Bayannaoer’s specialty agricultural products, and help revitalize local villages. It is not difficult to see that as an annual consumption hotspot, New Year’s goods have become the “new signature” of goodies in various places, and the “live broadcast room + New Year’s goods” model has also brought new impetus for the development of local industries.
As a frequent visitor to live broadcast rooms, agriculture can be said to be the most prominent industry representative that uses live broadcast rooms to go global. In the Simba live broadcast room on June 18 last year, a Texas time-honored braised chicken impressed users with its ingenuity inherited from four generations, and 550,000 pieces were photographed; another pepper chicken was sold for 1.12 million in seconds due to its extremely cost-effective performance. . A total of 600,000 boxes of two mango products from Guangxi were auctioned, totaling 1,960 tons. According to reports, in order to better provide strong support for agriculture, Simba has previously announced the establishment of a high-end agricultural and food brand “Jianfeng Eater” and officially entered the fruit industry. It is reported that Xinxuan has a product selection and quality control team of more than 1,400 people and a customer service team of more than 2,000 people. On this basis, a more professional food quality control team has been established this year, and an after-sales “exclusive channel for fresh food” has been set up. Users will have a more worry-free experience when buying fresh food products at Xinxuan.
For live streaming to be so deeply rooted in the hearts of the people, a very important point is that the product selection and positioning can meet the daily needs of the public. According to reports, Xinxuan’s live broadcast room has always focused on people’s livelihood consumption areas such as firewood, rice, oil and salt. Users said that it is “more affordable than wholesale”, and it has become a super “online supermarket”. Among them, daily chemicals and food categories are among the top sales. In Simba’s live broadcast on October 21 last year, Blue Moon laundry detergent sold 365,000 pieces in a few minutes, totaling 5,200 tons; a Mongolian yogurt sold 316 Thousands of barrels witnessed the vigorous “fireworks”.
Industry insiders said that under the overall economic recovery environment, consumption has returned to the “practical” nature, and Xinxuan has satisfied users’ pursuit of high-quality and low-priced goods and quality life with its ultimate supply chain. At the same time, Xinxuan has in-depth cooperation with major brands, changing the short-lived cooperation model of big promotions and turning to a more stable and cost-effective supply chain model co-created with brands, which is conducive to the long-term development of the brand. Data shows that Xinxuan has helped more than 200 domestic brands achieve sales of over 100 million yuan in live broadcast rooms, and has also brought consumers a better shopping experience. Since its establishment, Xinxuan has been committed to deepening the supply chain in daily chemicals, beauty, clothing and other fields, and has incubated nearly 20 self-operated brands with sales exceeding 100 million yuan. Among them, the sanitary napkin brand “Cotton Password” founded in 2017 has become a “star brand” with unlimited repurchase by tens of millions of users, with total sales exceeding 2.5 billion yuan.
In January this year, the National Development and Reform Commission and the National Data Administration jointly issued the “Implementation Plan for Digital Economy to Promote Common Prosperity”, which proposed the implementation of the “Internet +” project of agricultural products moving from villages to cities, and launching live e-commerce actions to help farmers. In addition, in recent years, many places across the country have also released relevant action plans and deployments to promote the high-quality development of live streaming e-commerce. It is believed that in the new year, the live streaming e-commerce model will bring greater new development momentum to various industries.
2024-01-26 06:13:00
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