觀焦點:打造蘇寧易購直播IP,美的超品日直播銷售增長233%
(資料圖片)
截至11月5日晚8點,蘇寧易購與美的聯(lián)合推出的首場“24小時實景直播”,實現(xiàn)高增長,直播間銷售同比增長233%,獲得了消費者的認可,單場點贊量超過100萬。
其中,洗地機銷售增長最快,同比增長達148%,越來越多的家庭選擇省心省力的保潔方式;新風空調(diào)以118%的銷售增長排名第二,雖氣溫漸已入冬,但仍有很多消費者“反季消費”,帶動新風空調(diào)逆勢增長;“成套買”正成為家電消費新趨勢,洗烘組套和任意家電套購的銷售分別增長103%和84%;嵌入式家電(洗碗機、煙灶等)銷售增長57%。美的整體銷售同比增長108%。
“24小時實景直播”與傳統(tǒng)直播帶貨有兩大不同:第一、蘇寧易購在直播當天會拿出整站資源全力支持直播的品牌,品牌方給出的價格享受“30天價保”的承諾,不怕買貴;第二、蘇寧易購在直播間按照1:1的比例還原了一個真實的家,美的全系家電遍布其間,向消費者呈現(xiàn)一個更直觀的“家場景”。
蘇寧易購超品負責人表示:“有了美的‘24小時實景直播’的成功經(jīng)驗,超品團隊將與更多的家電品牌開展合作,把‘24小時實景直播’打造成蘇寧易購超品的一個特色IP。”
11月8日-9日,蘇寧易購還將與聯(lián)想、iQOO、周大福、舍得等合作,上線超級IP日活動。
關(guān)鍵詞: 蘇寧易購
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