The queen of Chinese household items earned nearly $ 44 million after just 3 hours of livestreaming

Dong Mingzhu, the president of Gree Electric, is known as the queen of household appliances in mainland China and sold 310 million yuan (US $ 43.8 million) in merchandise during a livestream event. lasted three hours on the Kuaishou short video platform.

This online sales event started at 7:30 pm on Sunday and attracted a total of 16 million viewers. During this sale, Dong Mingzhu introduced an air purifier that prevented the spread of Covid-19 and a glass of orange juice. There were also other internet celebrities, as well as those who introduced Gree products based in Zhuhai.

“We need to boost domestic consumption and hope that the use of sales through the livestream on social media will boost sales and open up a new market,” Dong Mingzhu said. shared in a post on his WeChat social networking account on Monday 11/5.

“Gree has more than 30,000 offline distributors and I hope they can combine sales through both online and offline channels. And I’m just starting to pave the way for them.”

Dong Mingzhu (born August 1954) is a Chinese businesswoman, and has been President of Gree Electric since January 2019.

Gree is China’s largest air conditioner manufacturer, with its previous revenue dropping 50% and net profit down 72.5% in the first three months of 2020, with offline retailers. , they are also more severely affected by coronavirus outbreaks. Many shopping malls and shops in China have closed down in recent months and most consumers are at home to carry out social isolation, to prevent the spread of Covid-19.

The Covid-19 pandemic not only affected people’s health and lives, it also affected the global economy, causing sales disruptions and delaying reopening houses. machine in many different industries.

Dong Mingzhu attended the livestream on social networking platform Kuaishou, a leading Chinese online short video platform, on May 10, Mother’s Day and Chinese Brand Day. During the online sales session, Dong Mingzhu and other social media celebrities introduced a Gree Electric air conditioner with a discount price of 3,699 yuan, 700 yuan lower than the original price. . About 1,844 such air conditioners were single latched, totaling about 6.8 million yuan in just 5 minutes.

It is for this reason that livestreaming on social networking platforms has become a very powerful sales channel even for the media industry. In this online selling session of Ms. Dong Mingzhu, after only 30 minutes, the sales reached 100 million yuan and reached 310 yuan in just 3 hours of broadcast, according to information from South The China Morning Post cites data from Kuaishou.

Earlier, Gree was left behind in promoting online sales. Their online store has a total transaction volume of just 350 million yuan ($ 49.5 million) in the whole of 2019, just a little more than the revenue from Dong Mingzhu’s three-hour livestream event. on the last May 10.

James Liang Jianzhang, co-founder and executive chairman of China’s largest online travel provider Trip.com Group, has also used the livestream to book hotel rooms and sell tours.

One of Liang’s hourly live streams via the small TripChat app on Trip.com has attracted 610,000 views and generated 20 million yuan (about US $ 2.8 million) in revenue.

In addition to the live streaming services provided by e-commerce giants such as Alibaba Group Holding, JD.com and Pinduoduo, short video streaming platforms including Douyin (TikTok) and Kuaishou also expanded their functionality. livestream on their platform.

Kuaishou revealed in a media event last week that expanding the livestream capabilities on their social networking platform helped more than 1 million offline merchants continue their sales and commercial businesses. The platform’s electronics currently have over 100 million daily active users.

“Online sales allow people to buy online and enable us to fully understand the needs of the people. I don’t expect to attract people to follow and buy because low price, I wish instead that people will know us more because the products are made in China, “said Dong Mingzhu.

Manufacturers of home appliances and electronics are actively switching to online businesses. In 2019, online sales increased from 4.2% to 38.7% of China’s total home appliances sales.