A live broadcast watched by millions of people allowed China Eastern Airlines to create more connections “across the air”

Airlines also broadcast live? This is a feast for airlines and consumers. Only by daring to break tradition can we create unlimited possibilities.

"A one-way domestic ticket is only 399 yuan, and tickets for international and regional routes are only 299 yuan. Hurry up and stock up!"

In the live broadcast room of China Eastern Airlines, two anchors introduced the different links in the shopping cart one by one, and occasionally responded to questions raised by consumers.

This is a special live broadcast launched by China Eastern Airlines (hereinafter referred to as China Eastern Airlines) on Douyin on June 27. In this live broadcast, China Eastern Airlines not only gave viewers tickets to the "Pyramid Pointing: Ancient Egyptian Civilization Exhibition" jointly organized with the Shanghai Museum, but also launched a variety of surprise air tickets and special aviation products during the "Shanghai Summer" International Consumption Season.

Among them, the air ticket packages are divided into three different types: "Enjoy Eastern" domestic one-way card, which is divided into six tiers of 399 yuan, 599 yuan, 899 yuan, 1099 yuan/1299 yuan, and 1599 yuan according to the destination, route, etc.; "Enjoy Eastern" international and regional routes have launched a variety of single-trip cards, with four tiers of 299 yuan, 399 yuan, 599 yuan and 999 yuan, and also includes the Museum Card exclusive to the live broadcast room, which can be exchanged for China Eastern Airlines' newly opened international routes such as Shanghai-Cairo, Shanghai-Marseille and other routes.

These air ticket packages can be exchanged for domestic and international flights within a given time range. After users purchase them, their use will not be affected by market air ticket price fluctuations.

As a result, the air ticket packages listed in China Eastern Airlines' live broadcast room have extremely high cost-effectiveness compared to regular products and are very popular among consumers.

Data shows that the live broadcast was watched by more than 1.12 million people, and the best-selling "Binfei Shanghai" 388 yuan ticket was almost in short supply.

In the comment section of the live broadcast room, many users said, "It's worth it, I'll stock up first to prepare for my future travel", "I just came here to join in the fun, but it would be a loss if I don't buy it at such a low price", "I can actually take China Eastern Airlines at such a low price, I'll stock up first!"

Of course, this is not the first time that China Eastern Airlines has broadcast live.

Since its first live broadcast on Douyin half a month ago, China Eastern Airlines' live broadcast has received a warm response. Data shows that the total exposure of China Eastern Airlines' live broadcast room exceeded 16.66 million on that day, the peak number of viewers exceeded 1.02 million, and the number of likes was 1.388 million, ranking first on the Douyin group buying list - the national daily list.

In order to thank users for their support, China Eastern Airlines not only offered more cost-effective products in the second live broadcast event, but also prepared several rounds of lucky draws.

At the same time, the fact that the airline live-streamed itself attracted market attention.

Some netizens said that this was the first time they saw airline staff appearing outside of the plane, let alone in a live broadcast room where they could interact. "I always thought that airline staff were very serious, but I didn't expect the anchor lady to be so good at livening up the atmosphere and interacting with people," one netizen commented.

By combining cost-effective products with high-quality content, China Eastern Airlines has not only expanded its consumption scenarios, but also won consumers from a wider age group, further opening up the consumer market.

Behind this, more and more airlines are including live streaming as a channel to reach the market and further establish emotional connections with consumers.

1. Live streaming: airlines create a new scenario with high cost-effectiveness

"This is a gift from me to my whole family, and of course, it's also a reward for myself for my hard work this year."

Li Yan, a high school teacher living in Shanghai, described that she had been planning a celebratory trip for herself and her family long before the college entrance examination. During the summer vacation, her brain, which had been tense for a year, could finally relax a little and spend some time with her family. However, she missed the live broadcast of China Eastern Airlines the day before the college entrance examination. Fortunately, she could finally get ready to place an order this time. In the end, she bought three tickets for 588 yuan.

"This price is really a good deal before the summer peak season," Li Yan said. "I actually compared tickets on many platforms. The same routes and mileage on other platforms are basically several hundred yuan more expensive or even more, and they are not from first-tier airlines like China Eastern Airlines."

In preparation for this trip, she also collected a lot of guides on many platforms and learned various shooting and editing techniques early on.

"Teachers like us who are preparing for the college entrance examination only have a few days to relax each year. I have to make good preparations and record this pleasant and hard-earned trip for my family."

Like Li Yan, many netizens had questions about the available dates for booking tickets during this live broadcast of China Eastern Airlines. Perhaps because the previous booking process required selecting a date before seeing the ticket price, many netizens were unclear about the operation process after placing an order for a flight package. The anchor personally operated over and over again based on these questions, teaching users to enter the corresponding order from Douyin, select the date and route, and then place an order directly. This step-by-step teaching also makes it easier for consumers to place orders directly.

There are many similar questions, such as available routes, whether there will be a price increase, whether it is possible to cancel the order after booking, etc. The anchors of China Eastern Airlines will also respond to each of them in the live broadcast room, informing users that "the specific routes can be viewed on the details page", "except for airport construction and fuel fees, there will be no price increase for the air ticket itself", and "as long as the ticket is not redeemed, it can be refunded or exchanged at any time."

Once the problem is solved, the doubts in consumers' minds will naturally be eliminated.

In addition to being a pleasant journey for the whole family, this ticket is also the best gift for many people to reward themselves.

Bai Lin is a white-collar worker. Her long-term 995 work life has made her want to have a "travel on a whim". So, after she happened to see the live broadcast of China Eastern Airlines' Douyin special air tickets, she quickly bought a ticket for herself.

In her words, not having to keep an eye on the ever-changing airfares is the best reward for busy workers, and it is the sense of relaxation she has always been pursuing.

"I'm a P person. Even when traveling, I don't like to be bound by flights and travel plans. So I plan to redeem the ticket that night and fly away the next day as long as I have time to take a vacation and enjoy my vacation." Bai Lin said.

In fact, the fact that air ticket prices do not fluctuate with market prices has become the strongest motivation for many people to place orders during live broadcasts. On the one hand, the sharp rise in prices during the summer vacation is an established fact, and on the other hand, most consumers are unwilling to stare at the floating prices and bet on whether they will drop in price later. The air ticket packages launched by China Eastern Airlines just meet these needs of consumers.

In addition, cost-effective air tickets essentially alleviate not only the time problem but also the money problem.

Some users also said on social media that they bought this package in the hope that they would not have to worry about spending money when traveling with their parents. "The budget for traveling is limited, and if we can save some money on air tickets, we can eat more delicious food and experience more fun activities."

At the same time, the cost-effective air ticket packages can also allow college students who are forced to travel on a budget to get a bargain, let go of the pressure of being a "special forces soldier", and truly "take advantage of their youth to go wild"...

Obviously, the expansion of airline ticket sales scenarios brings not only changes in consumption scenarios, but also the expansion of consumer groups and consumer markets.

This is also the significance of airlines moving from the "sky" to the "ground".

2. Live broadcast + short video, high-quality content helps airlines connect with more users

Of course, it’s not just about airfare.

In China Eastern Airlines' special live broadcast, services such as "in-flight Wi-Fi" and domestic flight upgrade coupons were also added to the shopping cart and became the choice of many consumers.

In addition, the collaboration with museums has also attracted the attention of many users.

On July 19 this year, the Shanghai Museum's "Top of the Pyramids: Ancient Egyptian Civilization Exhibition" will be open to the public, and it is expected to exhibit 492 groups of 799 precious cultural relics from different periods of ancient Egyptian civilization. Previously, as the largest main base airline in Shanghai, China Eastern Airlines undertook the ground agency support work for the air transportation of these precious cultural relics to Shanghai, including container loading and unloading, cargo declaration, apron transfer, cultural relics handover and other links, to ensure that the exhibits can be opened as scheduled on July 19 for a 13-month offline exhibition.

In this live broadcast, the Shanghai Museum's cultural and creative anchor will serve as the special guest anchor to introduce the Ancient Egyptian Civilization Exhibition that will be open to the public. During the live broadcast, lucky viewers will have the opportunity to win exhibition tickets through a lottery and experience the appearance of ancient Egyptian civilization and the latest archaeological discoveries on site.

This is not the first time that China Eastern Airlines has broken the conventional scene and communicated with consumers face to face. In fact, in the past two years, the demand for tourism consumption market has continued, especially during the peak summer vacation season, the enthusiasm of the public for travel has been further stimulated, which has provided space for the growth of airlines.

If growth space is to be realized, new scenarios are essential.

On one hand, there are the high-quality content and low-priced products provided by airlines, and on the other hand, there are a large number of potential consumer groups hidden in the platform. The combination of the two will not only benefit the consumer market, but also pave the way for airlines to achieve growth, understand market dynamics and thus adjust their business plans.

This may be the core significance of airlines and Douyin life services jointly increasing the live broadcast scene.

Author: Yan Ye

Source: WeChat public account "AI Blue Media" (ID: 1089327)

This article is authorized by @AI Blue Media to be published on Operation Party. Any reproduction without permission is prohibited.

The title image is from Unsplash, based on the CC0 agreement