Dong Mingzhu, chairwoman and president of leading Chinese home appliance maker Gree, has wrapped up her eighth e-commerce livestream continuing to illustrate the strength of her “new retail” strategy aimed at integrating online and offline channels.
During the four-hour livestream on Saturday night in the scenic tourist city of Guilin via a WeChat-embedded mini program named “Gree Dong Mingzhu Store”, Dong sold a wide range of Gree-branded products ranging from air conditioners and air purifiers to water heaters and dehumidifiers worth 1.18 billion yuan ($175 million), according to a statement published on Gree’s public WeChat account.
During the livestream, viewers were randomly given various coupons valued at 20 yuan, 50 yuan, 500 yuan and 1,000 yuan respectively, and 50% discounts for designated products, Gree said.
Dong made her first e-commerce livestream on Douyin, the Chinese version of TikTok, in April at a time when sales of Gree’s physical stores were crippled by the Covid-19 pandemic. To date, Dong has held eight e-commerce livestreams via several platforms including TikTok rival Kuaishou, JD.com and Sunning, generating total revenue of 34.2 billion yuan.
Despite success in livestreamed e-commerce, Dong has pledged that she will not abandon Gree’s 30,000 brick-and-mortar dealers and the employees operating its offline stores.
Contact reporter Ding Yi (email@example.com)