國美零售(00493.HK)聯手“央視boys”直播促消費
“為美好生活拼了”，央視新聞五一帶貨直播“花落”國美。
5月1日20時，央視四大主持人朱廣權、撒貝寧、康輝、尼格買提將與國美零售(00493.HK)總裁王俊洲一道，走進北京國美門店，共同開啟國美央視新聞直播專場。直播預計持續約3小時，用户可通過央視新聞客户端、國美美店微信小程序、拼多多、京東、抖音等平台實時在線觀看、下單購買。
本次直播，央視新聞、國美 “實力寵粉”，上架眾多國內外一線大牌的家電和消費類電子產品，以及網紅小家電等多款熱銷商品，以全網超低價格優惠滿足廣大用户對消費升級的需求。
“此次聯合央視新聞旨在力促新消費落地，加速消費回補。”王俊洲表示，國美與央視新聞合作，以直播帶貨為突破口，充分發揮供應鏈優勢和規模優勢，將復工復產與擴內需、促消費結合起來，不遺餘力地滿足用户被抑制的消費升級需求和對美好生活嚮往的需求，帶動家電消費回暖，助力疫後經濟復甦。
疫情爆發以來，“宅經濟”崛起，進一步推動了直播帶貨、社羣營銷等線上新型消費。商務部大數據監測顯示，一季度電商直播超過400萬場，家居用品、廚具、健身器材等受到消費者青睞，銷量同比增長超過40%。國家統計局新聞發言人毛盛勇也表示，前期被壓抑的消費，後期將不斷釋放，得到一定程度的回補，新型消費會表現更加強勁。
來自國美的數據也印證了這一變化。春節以來，國美積極調整經營思路，通過社羣營銷和直播帶貨的方式，以到店、到家、到網(APP)和社羣的零售模型，線上線下深度融合的經營模式服務用户、滿足需求。
組建超16萬個社羣、觸達近5000萬用户的同時，國美的直播帶貨也越做越成熟。僅在3月份“黑色星期伍”大型營銷活動期間，國美就聯合品牌商舉行了超千場直播活動，其中一場“超級直播”3小時吸引120多萬用户在線觀看，實現銷售額1.13億元。
“疫情重塑了一部分用户的心智，大量用户湧入直播間，嘗試邊看直播邊購物，越來越多的企業也在其中捕捉到新的消費熱點和商機。”業內人士指出，消費升級以及人們對美好生活的追求不會改變，後疫情時代，擴內需被提至更加重要的位置，國美等零售企業作為供給端不僅是保消費增長、保供應鏈穩定的基石，也是拉動消費回補的第一動能。
本次央視新聞國美聯手直播，更是為全國第二屆“雙品網購節”全面助力。作為“雙品網購節”主要參與商家，圍繞“品牌消費、品質消費”的活動主題，國美為本次直播甄選的商品均為大品牌、高品質商品，充分滿足用户消費升級的需求。據悉，“雙品購物節”期間，國美將在全國發放第二波價值10億元的線上線下通用電子消費券，促進消費擴容提質。
這個五一，央視boys攜手國美，為美好生活拼了。
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