Suning.com "Shop Broadcast" Normalization: Home appliances and home packages become the main force in conversion
With the continuous heating of live e-commerce, Suning.com recently announced that it will normalize the "store broadcast" model, and home appliances and home furnishing packages have become its product portfolio with the highest conversion rate. This move not only improves the user's shopping experience, but also brings new traffic entrances to offline stores. The following is a data analysis of the live e-commerce trends and Suning.com’s “store broadcast” model that have been hotly discussed across the Internet in the past 10 days.
1. The popularity of live e-commerce continues to rise
According to recent statistics on the entire network, the search volume of live e-commerce topics increased by 35% year-on-year in the past 10 days, among which home appliances and home furnishings products have the highest attention. The following is a comparison of relevant data from popular live e-commerce platforms:
| platform | Average daily live broadcasts | Home appliances and home furnishings proportion | Average conversion rate |
|---|---|---|---|
| Suning Yigo | 1200+ | 45% | 8.2% |
| Taobao Live | 3000+ | 30% | 6.5% |
| JD Live | 800+ | 40% | 7.1% |
2. The core advantages of Suning.com's "store broadcast" model
Suning.com’s “store broadcast” model is different from traditional live broadcast. It relies on offline store scenarios and provides users with a more intuitive shopping experience through real-time explanations of professional shopping guides. The following are its core data performance:
| index | Store broadcast mode | Traditional live broadcast |
|---|---|---|
| The length of user stay | 6 minutes | 3 minutes |
| Interaction rate | 12% | 8% |
| Package purchase rate | 25% | 15% |
3. Home appliances and home packages become the main force in conversion
In Suning.com's "store broadcast", the performance of home appliances and home packages is particularly impressive. For example, the three-piece set of air conditioning + refrigerator + washing machine, as well as the audio and video package of smart TV + audio have become popular choices for users to place orders. The following are the highest sales package data in the past 10 days:
| Package name | Sales (pieces) | Unit customer price (yuan) | Conversion rate |
|---|---|---|---|
| Air conditioner + refrigerator + washing machine package | 3200 | 15999 | 10.5% |
| Smart TV + audio package | 2800 | 8999 | 9.8% |
| Kitchen appliance three-piece set meal | 2500 | 6999 | 8.7% |
4. Analysis of user portraits and consumption behaviors
Through data analysis, the main user group of Suning.com's "Shop Broadcast" is middle-aged and young family users aged 25-45, of which 80% are married and children. The following are the key data on user consumption behavior:
| User age group | Percentage | Average order time | Repurchase rate |
|---|---|---|---|
| 25-35 years old | 45% | 15 minutes | 18% |
| 36-45 years old | 35% | 20 minutes | twenty two% |
| Over 46 years old | 20% | 25 minutes | 15% |
5. Future trends and industry outlook
The success of Suning.com's normalization of "store broadcast" marks the deep integration of offline retail and live e-commerce. In the future, with the popularization of 5G technology and the maturity of AR/VR applications, the "store broadcast" model will be further upgraded to provide users with a more immersive shopping experience. Industry experts predict that the market size of home appliances and home furnishing live e-commerce will exceed 500 billion yuan in 2023, and Suning.com is expected to occupy more than 20% of the market share.
A relevant person in charge of Suning.com said: "'Shop broadcast' is not only an innovation in sales channels, but also an upgrade of service models. We will continue to optimize product combinations and live broadcast content to create more value for users."
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