Source: AWE
The excitement of hot livestreaming sales still lingers on after AWE2024 ended two months ago. Incomplete statistics from AWE organizer show that the four-day AWE2024 witnessed livestreaming sales above RMB 300 million, of which one major exhibitor alone achieved over RMB 100 million through livestreaming sales. This marks a breakthrough innovation for exhibitions worldwide.
The livestreaming sales started off at AWE2021 with the launch of AWE Livestream Night Show for the first time in cooperation with e-commerce platforms such as JD.com and Tmall. In 2023, Douyin, in its first official collaboration with AWE, gave AWE a lot of traffic for exposure and invited heavy weight live stream sellers to join its AWE-Douyin Trendy Appliance Festival. “The live selling introduces the new, tech-powered blockbusters to online consumers with visitors and booths at AWE as the background, which not only generates traffic but also drives sales.” An interviewee from Douyin remarked.
Two years of developments yields great results for both the organizer, the exhibitors and the platforms. Therefore, the organizer refined the livestream night show in 2024 and enhanced cooperation with Douyin, JD.com, Tmall, Xiaohongshu, and other platforms with joint activities launched to invite influencers, buyers, distributors to visit AWE for brand promotion.
Thorough preparations and robust platform support significantly boost up the performance of the live streaming this year. Douyin’s publicly released data showed that on the first day of AWE alone, “AWE Trendy Appliances” garnered over 800 million exposures across the web, with over 135 brands achieving transactions surpassing a million units. JD.com’s home appliance live selling named “Lightning New Product Season” reported over 7.5 million total visits during AWE live streams, with new product transactions made during the live streams exceeding 22 million yuan.
The combination of live selling and exhibition ushers AWE into a new era, which we believe will consolidate AWE’s position not only as a global industry benchmark and but also a perfect platform for product marketing and selling.