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美的扛起产业带直播的大旗,解密顺德小家电制造主力军基地

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发表于 2019-12-13 09:22:07 | 显示全部楼层 |阅读模式
1.淘宝直播剑指5000亿成交规模,产业带直播是重要一环
2019年双十一,淘宝直播单日带动成交近200亿元,千万级销量直播间超过100个,并预计未来三年将带动5000亿元成交。而紧接着双十二淘宝直播将目光投向供应链端甚至原产地端——产业带直播,12月1日~8日,淘宝直播将开展连续8天的产业好货直供,横跨家电、服饰包箱、食品等多个行业,迅速关联了线上线下的产业链条,从人、货、场对传统产业进行重构升级。
淘宝直播负责人赵圆圆认为:产业带直播只是扩展场景与货品的开始,未来很可能成为横跨新零售到新制造的重要工具,高效发挥大数据精准作用。当产业带、供应链的商家与线上直播的联系日益密切,直播间将成为消费群体与生产端的“传声筒”。直播间货品的销售数据将第一时间到达生产端,生产端能够准确制定生产计划,减少产能过剩。同样,供应链也能通过相似链路与货品原产地进行配合,定性、定量、定时对商品进行柔性生产。

2.家电巨头美的,抗起小家电产业带直播大旗
全球家电看中国,中国家电看广东,广东家电看顺德。“中国家电之都”称号的顺德市凭借家电产业规模庞大、名牌云集、配套完善的优势,成为全国最大的家用电器生产基地。作为顺德小家电龙头——美的,在2019年12月4日,通过淘宝产业带直播的方式,寻饭顺德小家电制造主力军基地——美的全球创新中心。
美的电饭煲企划工程师姚鑫首次揭开从未对外开放的美的家电用户体验中心神秘面纱,集电饭煲、电磁炉、破壁机、电水壶、环境类电器等生活小家电各品类用户体验测评的专业实验室。
姚总为大家依次介绍营养实验室、品质实验室、用户体验中心、研发技术展厅等测试试验室。产品生产过程中必须经受的取放冲击、按钮动作等寿命测试,以及模拟环境试验室可模拟全国各地极端气候来制定相应的测试条件,都在24小时全年无休地运作中,不断挑战着产品的极限。


这一次美的将22年来对全国1000多种大米深度研究汇集成的一份大米地图也首公开在大众面前,根据不同米种的分布状况、产地特性等数据,经过成千上万次的测试得出专业的大米曲线,并根据大米曲线制定最佳的烹饪程序。一台科学耐用安全的电饭煲“诞生记“,生动直观地展现在全国各地直播观众面前。

期间还向观众展示了美的新一代低糖电饭煲,介绍低糖饭制作原理之余,还通过实验室低糖测试检验其“降糖“功效,科学直观的效果让用户使用更舒心、更放心。

最后,姚总亦化身实验室“煮夫”,联手坐拥百万粉丝的美食小霸王添饭小哥,用饭煲和破壁机产品与美食制作相结合的厨艺PK玩法,与粉丝互动在线点菜之余,宠粉送电饭煲。通过美食烹饪赛与烹饪实验解密,趣味性内容展示作为行业龙头品牌对消费者的品质承诺与保障,娱乐化地向全国各地粉丝们介绍了美的电饭煲的革新与优势。

本次美的小家电联合消电行业在佛山顺德举办电饭煲产业带溯源直播,向用户剖析一碗香甜好米饭背后科技发展史。其优质的内容撬动了新兴媒体绿洲美食类达人及美食界、亲子界、旅游界百万级微博达人主动为其传播,获得过千万曝光。站内外一起发力传播,让更多的美的粉丝通过产业带的溯源之旅更了解美的科技产品。
3.扛起小家电产业带直播的大旗,美的有资格也有能力胜任
顺德作为全国最大的家用电器生产基地,如今当地的家电产业产值达2000多亿元。今年2月,顺德发布了《建设高质量发展体制机制改革创新试验区的实施方案》,要到2022年将顺德打造成五千亿元世界级的家电产业群。
植根于此的小家电龙头——美的,当然免不了推动顺德家电产业带发展的重任。早在2018年,美的就举办首个家电行业内的品牌直播日,代表家电行业在直播领域发声,成功拉新数百万用户,直播成交环比达千倍。
初尝直播甜头的美的,在2019年6月开始重点布局店铺直播,9月便已攀登核心店铺行业排名的TOP1。随着店铺直播渗透率越来越高,美的也开始思考从初步为了促进销售为目标导向到多元的内容植入与销售的相结合的尝试,让直播间更有话题内容。
这次,美的小家电扛起佛山顺德举办电饭煲产业带溯源直播的大旗,也正是美的再一次探索未来直播的方向,也将尝试站外大型传播活动与直播间拉通,达成品销合一的玩法,店铺直播将成为连接品牌传播、成交转化、用户体验的载体。
在淘宝直播5000亿成交规模的市场里,消费电子行业方兴未艾,美的小家电将一路同行,共探运营新出路。
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发表于 2020-1-27 18:38:02 | 显示全部楼层

Eusebio, Aidan, Res

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