Dong Mingzhu Shows The First Show: Face, Caton, Ghost Animal, Sell Goods.

Miss Tung's first live broadcast brought the audience down.

Previously known as "the most boring live in history," Luo Yonghao's first live show was moved up and down. This time, it is Dong Mingzhu, chairman and chief executive of GREE electric appliances.

"I insist on the line! Dong Mingzhu was not willing to let GREE salesmen lose their jobs in the stores of five million and six hundred thousand lines. In April 14th, he commented on the CCTV financial program.

10 days later, "Dong Mingzhu from the media" issued a notice at 7:30 in the morning. Miss Tung will open the first show on the day.

Miss Tung's regrets prevent people from taking precautions. The live broadcast began at 8 in the evening and hit Luo Yonghao's fourth live broadcast. These two entrepreneurs, who also make mobile phones and have their own topics, are now joined in the live broadcast.

The rivers and lakes are not calm.

New backstage data show that Dong Mingzhu's first live show on the first night shows 4 million 310 thousand, the peak number of online users is 216 thousand and 300, and the sales volume of goods is 225 thousand and 300 yuan. The sales volume is higher than that of the new crown air purifier, and 3 units are expected to sell for 36 thousand and 200 yuan.

Although it was early warning that visiting is the main thing, it is not true live broadcast, but this result is obviously not ideal. Facts have proved that Dong Mingzhu used his own efforts to make the world fall in love with China. But she still had some trouble to do the live broadcast.

Dong Mingzhu, a new media operator in a Shanghai company, is expected to see micro-blog's hot search at the first show. He intends to witness the "Duel" in his mind.

　　 Live site rollover

Dong Mingzhu, 66 years old, appeared on the live broadcast in a green green dress and a pair of black high heels. His appearance, makeup and air quality were perfect. The iron lady who has always shown a violent temper has only one attitude: he hopes to give him an opportunity.

But the netizens in front of the screen are now expressing a wish at the screen level: "card"! The technical team has turned over.

Pictures and sounds were repeated many times in an hour's live broadcast. In the first 20 minutes of live broadcast, the number of online viewers dropped from 120 thousand to more than 50 thousand at the time of technical mistakes, and GREE's audio waves dropped from first to first.

"There is no slot in Dong Mingzhu's live broadcast," Lin said. "Because I can't find it. The picture has been stuck. I can't hear what she said.

On the contrary, it is Luo Yonghao, though the live broadcast has repeatedly rolled over - when the water purifier is sold, the water purifier is not out of the water; when the filter element is replaced, the shell can not be opened, but "he has made the live room full of joyful atmosphere by virtue of his excellent talk show skills."

Dong Mingzhu, who is known as "Queen of marketing", seems to have lost the ability to carry goods today. The new backstage data show that Dong Mingzhu's total live broadcast is 4 million 310 thousand, sales of goods are 225 thousand and 300 yuan, and compared with the 110 million yuan of the first live show of Luo Yonghao, this figure is only a fraction.

GREE has 38 home appliances on its shelves, and its sales volume is higher than that of a purifier known as "a new crown virus that can kill 99% of the air". The price is 12000 yuan, and 3 units are sold. In the past, air conditioners, which contributed 7 of turnover to GREE, sold 1 units in total.

　　 I have to break my promise.

After Dong Mingzhu announced the live broadcast, the media speculated that she would not hesitate to "return to the board" to broadcast live, in order to make up for the loss of GREE electric appliances during the epidemic.

At the end of 3, Dong Mingzhu told CCTV financial interview that in February, sales of GREE in the past year were around 20 billion, and this year almost 0, which means a loss of 20 billion. This is almost the plight of the entire appliance industry.

According to the relevant data, the retail sales of air conditioners, refrigerators, washing machines and other household appliances in the first quarter dropped by about 45%, of which air conditioners dropped by 58.1% over the same period.

"This year's business is really not easy to do." Wu Tianlin, director of AUX mini washing machine Tmall flagship store, said.

Her online store took part in two Juhuasuan activities in 2 months, and the profits were reduced to only 100 yuan, and volume was almost flat with the same period last year. "Some of them have started selling 799 air-conditioners, which have already come to the factory price, and some are sold at a loss."

Wu Tianlin could understand that Dong Mingzhu was carrying live goods, but he was not optimistic. She believes that appliances are not like consumer goods such as food and clothing, or household needs. "Air conditioners are the 2-3 largest appliances in the family, and they are not bad at all, and the repurchase rate is also small."

Before the epidemic, the appliance industry had already had a cool sense.

In 2019, the total retail sales of household appliances in the home appliance market remained negative for a long time. The number of transactions in the real estate industry is reduced, which indirectly leads to insufficient demand for home appliances.

"In 2019, the household appliance industry has been transformed from the Red Sea to a more difficult stage." Oviyun, President of Guo Meide, said in a live broadcast.

　　 The boss who comes in with traffic is good boss.

In the live broadcast room, there are many bosses who help themselves with goods.

In April 3rd, Liang Jianzhang, the founder of Ctrip group, took the initiative to put on ancient costumes to promote Huzhou's nude Castle Hotel in order to promote Huzhou tourism. As of April 23rd, Liang Jianzhang broadcast 6 games, turnover of more than 100 million.

Luo Yonghao also said, according to the micro Bo, according to the electricity industry's GMV statistics, the three live broadcast has sold nearly 4 hundred million.

The incoming live broadcast, the cargo data is not good-looking, but does not mean that Dong Mingzhu lost.

Before, GREE and millet have won the attention of all people for a century, and the media has been advertising for two businesses for free for 5 years. "Gambling itself is of no significance". Miss Tung is right. Winning or losing is not important. Millet and GREE are both an integral part of China's real economy, and the effect of gambling is meaningful.

Under the power of the Internet, studying the good characteristics of the Internet and applying it to Dong Mingzhu enabled him to boldly extend his business to mobile phones, chips and car manufacturing, and to complete the digital transformation of Tmall with the help of GREE and other platforms. Although the attempts in these fields have not yet brought about obvious success, the spirit of daring to explore and innovate is still recognized by the industry.

Moreover, GREE has become a traditional enterprise integrating with the Internet in gambling, which has been a great victory.

Similarly, the live broadcast also attracted about 4000000 people's attention to GREE electric appliances, which brought free publicity and exposure. Dong Mingzhu was just a trial, and she did not lose.

When the boss comes in, behind the platform is the push. The above three bosses were all in the quiver, but in fact, the boss invited them into the studio, and Taobao broadcast earlier. Last year, double 11, they invited Pampers president to provide price reduction benefits to the studio.

The chairman of Pampers's live broadcast campaign is MCN fan mosquito founder Wu mosmi. She said, "the president's approach is not new anymore. The most important thing is whether these big guys have enough topic to talk about whether they bring their own traffic.

For the platform, pushing the boss live streaming is a traffic introduction, for the brand, the boss himself is the next live broadcast, is also a free career marketing. Liang Jianzhang, Luo Yonghao and Dong Mingzhu do not lack traffic. If Luo Yonghao went all the way from the net red age to the red colonial era, Miss Tung was not bad at all.

The first half of Dong Mingzhu's life is a beautiful inspirational story.

In her two autobiographical work, "chess world" and "chess without regret," Dong Mingzhu said that her husband died at the age of 2. She resigned from the administrative work of a chemical research institute in Nanjing, and went to Zhuhai alone to join GREE in sales. In the past few years in GREE, she spent almost every year's vacation, and with one of her tough sales tools, one person has been supporting the sales of the company's 1/8.

In 2012, Dong Mingzhu was appointed chairman of GREE group and opened up GREE's "Dong Mingzhu era". She is bound up with two words: tough and tough. In the delicate confrontation between electrical appliances and sales channels, Dong Mingzhu became the only person who dared to challenge the Gome and successfully tied up his IP and GREE. In many people's eyes, Dong Mingzhu is GREE and GREE represents Dong Mingzhu.

Compared with the flow of red mud, IP's personal IP has been sharpening.

In 2014, Dong Mingzhu replaced Chan and became the spokesman for GREE electric appliances. Later, she used her photos as the boot screen of GREE mobile phone, and set up a team to register the "Dong Mingzhu self media" public number and register its trademark in her own name.

Dong Mingzhu not only made the "Dong Mingzhu" IP, but also began to seek the way of direct realisation. In early 2019, Dong Mingzhu opened a "GREE Dong Mingzhu store" on WeChat, entering the store was the three photo of her head.

Dong Mingzhu, a micro shop owner, serves as customer service, operation and sales. Dong Mingzhu said in the CCTV program "dialogue" that the first thing he does before he goes to bed every night and after his eyes open in the morning is to inquire about the sales situation of "Dong Mingzhu's shop", and to see what is sold in the store on this day, and who buys GREE's products.

But traffic is not all.

Wu Moshi said that the success of the owners in the studio depends on two conditions: first, whether the platform resources can match; secondly, the necessary and sufficient conditions for the boss to provide exclusive benefits.

Luo Yonghao's first live broadcast, jitter input hundreds of millions of traffic flow diversion. Luo Yonghao is also serious about taking goods. A team of authentic products, the viewing experience of the live broadcast room is more and more stable. The half price live broadcast this evening is nothing more than pinching the audience's more practical needs: they take care of your routines and care only if they can buy things cheaply.

Whether it's a flick or a Taobao live broadcast, bosses are often seen as "exclusive" benefits.

This is also the expectation of many spectators besides watching the bustle: Miss Dong, who comes into the supply chain with her own supply, is able to make a big hand and give consumers a very low discount. In contrast, the first live broadcast required Luo Yonghao, who had previously advertised for investment, not only did not get the extremely low price of the merchants, but also had a lot of hot spots after being broadcast.

Miss Tung's first live broadcast brought disappointments to the audience.