Midea Group(SZ:000333) Sou Hu Cai Jing·2026-01-28 01:21Core Viewpoint - Guangdong is reshaping its manufacturing landscape and leading a new economic trend in China through the explosive growth of live-streaming e-commerce, as evidenced by the success of the "Guangdong Goods Go Global" initiative [1][3][10]. Group 1: Sales Performance - In 2023, Guangdong's live-streaming e-commerce sales have reached the top position nationwide, supported by leading companies like Xinxuan Group [3]. - The live-streaming event led by Xinxuan Group featured 127 well-known Guangdong brands, showcasing the strength of Guangdong manufacturing [3][8]. - Notable sales figures include the Huatian smoke and stove set achieving sales of 3.4 million yuan, and the Guangdong duck eggs selling over 2 million units in just five minutes [7][10]. Group 2: Government and Corporate Collaboration - The success of the live-streaming event is attributed to the collaboration between six provincial departments and local enterprises, creating a platform for brand exposure [8][10]. - Xinxuan Group has committed to continuously opening its supply chain resources to distribute Guangdong's quality products across 31 provinces and hundreds of cities [10]. Group 3: Consumer Engagement and Brand Storytelling - The live-streaming atmosphere was likened to a festive event, with hosts sharing compelling brand stories in local dialects, enhancing consumer engagement [5][11]. - The emotional connection established through storytelling and interactive comments significantly boosted consumer purchasing intentions [7][11]. Group 4: Digital Transformation and Market Expansion - Guangdong's manufacturing sector is undergoing a digital transformation, with companies like Midea and Gree actively participating in live-streaming and short video marketing [15]. - The success of Guangdong's model is influencing other regions, with similar live-streaming initiatives emerging in Zhejiang and Jiangsu, indicating a nationwide trend [17]. Group 5: Future Outlook - The continuous expansion of Guangdong's live-streaming e-commerce industry is expected to create new opportunities and innovative practices in the future [17].