辛选“双11”数据出炉!销量超3000万单,总人气突破5亿|av色综合久久天堂av色综合在
历时超一个月的“双11”大促正式落下帷幕。作为快手头部直播电商企业,辛选集团在新任董事长初瑞雪的带领下,交出了一份亮眼成绩单——销量突破3000万单,累计观看人数突破5亿。这场高成交、高人气的大促活动,为辛选“2.0时代”拉开序幕。
从第三方监测数据来看,辛选此次“双11”直播的市场热度与销售成果均表现抢眼。数据显示,其直播间上架产品链接超2.2万个,10场直播销售额破亿,合作品牌近2400家,其中达成销售额破亿品牌8个,破千万品牌84个,转化率较去年同比提升2.6%。
作为平台消费趋势的重要风向标,辛选直播间今年依旧以民生产品为核心发力点。民生产品上架链接占比超30%,稳居所有品类首位。因为遇上降温寒潮,消费者对各类保暖产品的需求显著提升。据统计,今年“双11”,辛选直播间御寒产品上架链接近3000个,成交订单量超450万单。
这一数据直观反映出当前市场对优质日用百货的旺盛需求,也凸显出辛选对消费者基础需求的精准把握。
与此同时,此次大促中,初瑞雪带来“女性视角”的选品调整值得关注。面向中年女性消费者的悦己类商品不仅占比提升,销售额表现也十分亮眼:珠宝首饰销售额占比高达37%,个护美妆品类占比达21%,服装鞋包占比14%,其中,美妆产品“Whoo后天气丹套盒”单品销售额更是突破3.46亿元。这些数据背后,清晰透露出“中女消费群体”正在加速崛起的市场新趋势。
主播运营层面,显而易见的变化是,辛选增加了主播唱跳娱乐内容、助播出镜频次,既活跃了直播氛围,也为新晋主播提供了成长空间,被网友亲切评价为“有爱辛选”。据悉,为进一步强化主播矩阵竞争力、激活主播活力,辛选已将与主播的合作模式从传统签约制升级为合伙制。本次大促,辛选共有31名主播参与直播,其中,腰部主播销售额同比增长29.68%。
作为辛选“2.0时代”战略落地后的首次大促实践,此次直播成功实现了“平台、品牌方、主播、消费者”的多方共赢。据了解,辛选集团此前明确“2.0时代”将围绕“专业选品、品牌共建、主播赋能、社会回馈”四大方向推进。此次“双11”大促的成功,验证了这一战略的可行性。
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