In the live broadcast screen of the account @China Southern Airlines Global Purchase, the "flight attendant" turned into a cargo anchor.
Actually, this is China Southern Airlines (600029. SH) owns an account operated by Sun Company on Douyin.
A consumer told Red Star Capital Bureau that in the account's product recommendation window, the price of some goods is even higher than that of Hainan Free Trade Port and China Free (601888. SH) is even cheaper.
The Red Star Capital Bureau found that the sales of a single live broadcast of the account once exceeded one million yuan, but in the past 30 days, the account had a total of 15 live broadcasts, with an average sales of about 173,000 yuan.
Can China Southern Airlines, which is under pressure in performance, find new growth points in the e-commerce live broadcast track?
China Southern Airlines "flight attendant" live broadcast with goods?
The sales of a single live broadcast have exceeded one million
Since February this year, a Douyin account called @China Southern Airlines Global Purchase has grown rapidly.
Red Star Capital Bureau noted that the operating entity of the account is China Southern Airlines Cross-border E-commerce (Hainan) Co., Ltd. (hereinafter referred to as "China Southern Airlines Cross-border E-commerce Company"), which is a sun company in which China Southern Airlines participates.
According to the account profile, this is the official account of China Southern Airlines cross-border shopping, which starts broadcasting at 19:30 every night.
As of press time, the account has published 38 videos with 111,000 followers. The video mostly brings topics such as "China Southern Airlines", "flight attendant" and "global purchase", and some of the video content is related to "flight attendant (flight attendant)", such as "flight attendant" in the eyes of different people.
Screenshot from @China Southern Airlines Global Purchase
A consumer told Red Star Capital Bureau that after comparing prices, she found that some of the goods in the @China Southern Airlines Global Shopping Recommendation Window were even cheaper than the goods in Hainan Free Trade Port and China.
"If you just compare the price, there are several products on China Southern Airlines that are indeed cheaper than Sanya." The consumer said.
Red Star Capital Bureau randomly selected Estée Lauder's small brown bottle of Special Essence (100ml) for comparison, @China Southern Airlines Global Shopping Product Recommendation Window is priced at 599 yuan, while the activity price in the mini program "cdf member purchase" is 725 yuan, a difference of 126 yuan between the two.
Screenshot from the Douyin APP
In the video released on February 18, the actor said, "All our goods are cross-border goods, because it is the cooperation between China Southern Airlines cross-border e-commerce and bonded warehouses, all of which have been exempted from tax, and there will be such a price." ”
According to cicada mother data, in the past 30 days, the account has broadcast 15 live broadcasts, with an average number of viewers of each live broadcast of about 48,000 people and an average sales of about 173,000 yuan per game.
Red Star Capital Bureau noted that the peak sales of the account appeared on February 22, in a 3-hour and 49-minute live broadcast, a total of 420,000 views were received, sales reached 9,881 pieces, and sales were about 1.363 million yuan.
Screenshot from The Cicada Mom Platform
Performance is under pressure, and last year's loss exceeded 10 billion
China Southern Airlines proposes to promote "cross-border e-commerce"
On March 31 this year, China Southern Airlines released its 2021 financial report.
The report shows that in 2021, the annual operating income of China Southern Airlines was about 101.644 billion yuan, the net loss attributable to the shareholders of the listed company was about 12.103 billion yuan, and the non-net loss was about 12.630 billion yuan.
A set of noteworthy operating data are: in 2021, the total transportation turnover of China Southern Airlines was 21.209 billion tons of kilometers, up 1.94% year-on-year; the passenger traffic reached 98.5 million passengers, up 1.70% year-on-year; the load factor was 71.25%, down 0.21% year-on-year; and the aircraft utilization rate was 6.96 hours/ day, a year-on-year decrease of 0.06 hours.
Red Star Capital Bureau noted that China Southern Airlines mentioned in its financial report that "(to) promote the sustainable development of new businesses such as warehousing, e-commerce trade, and supply chain management." "(To) accelerate the promotion of cross-border e-commerce, general aviation, aircraft leasing and other projects in the Hainan Free Trade Port."
However, the Red Star Capital Bureau found that the Douyin account @ China Southern Airlines Global Purchase, which carries China Southern Airlines' expectations for cross-border e-commerce, now has a total of 280 products in the product recommendation window, but basically all of them are selected from other e-commerce stores, which is more messy.
For example, the aforementioned Estée Lauder's Small Brown Bottle Special Essence Is from debunk Overseas Flagship Store, the Brand's Small Brown Bottle Anti-Blue Eye Cream is from the Overseas Flagship Store of Yang Wharf, and the Aquamarine Mystery Repair Essence Liquid comes from Intime Overseas Flagship Store...
Screenshot from the Douyin APP
Red Star Capital Bureau noted that the unit price of these skin care products is mostly concentrated in more than 200 yuan, and among the top ten products sold in the recommended window of @China Southern Airlines Global, the unit price of the first nine products does not exceed 100 yuan.
On April 12, Red Star Capital Bureau sent interviews to relevant people of China Southern Airlines about the operation of the account, but as of press time, it has not received a reply.
Red Star News reporter Yang Peiwen
Edited by Yu Dongmei
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