Digital marketing trend report of home furnishing industry in 2019 From Massive engine

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The following is the Digital marketing trend report of home furnishing industry in 2019 From Massive engine recommended by recordtrend.com. And this article belongs to the classification: research report, network marketing.

The report includes four parts: the current situation and trend of the home furnishing industry, insight into the new consumption demands of the home furnishing industry, and digital marketing solutions for the home furnishing industry. Supported by authoritative data, the report provides many fresh and cutting-edge industry marketing views, and provides detailed suggestions for the household industry to speed up the iteration of marketing thinking and promote the upgrading of marketing content.

The report shows that more and more people born in 1980s and 1990s have become the backbone of household consumption. Compared with the previous generation, the new consumer groups have higher consumption willingness and stronger dominance. Home furnishing, home furnishing, home furnishing, renovation, decoration and design, etc., tiktok is a new platform for new homes.

Behind the huge home content flow of the whole platform, the new consumer groups show five major upgrading demands. Personalized customization into “standard configuration”, appearance design is the “King”, simple style to relax the body and mind, smart home to improve the quality, coupled with effective storage and redefining the space function – new consumer groups’ home consumption is no longer only satisfied with functional needs, but also hope to express their aesthetic style and life attitude through home. This undoubtedly points out the direction for the upgrading of products and marketing in the home furnishing industry.

Massive engine fancy assists, new model expands new path

To adapt to the changes of consumer groups, in addition to promoting the upgrading of products and services, home brands also need to learn to change the communication context and use new marketing methods to communicate with consumers. In this regard, the massive engine has proposed a new digital marketing model for the home furnishing industry, focusing on new consumers, covering the three key stages of heartbeat, resonance and transformation, releasing marketing effectiveness through the whole link, creating integrated digital marketing solutions, and expanding the new growth path of the home furnishing industry.

Stimulate the heart

The premise is to promote the growth of household consumption, effectively reach the target users and stimulate the consumption demand of users. With the development of mobile Internet, traditional one-way delivery is losing its effectiveness, and mobile and real-time information transmission has become the mainstream. Home brand needs to be based on the marketing contacts of consumers in different scenarios to achieve targeted scene information.

As the main high-end series of new products of Midea, Midea intelligent clean flavor refrigerator cooperates with massive engines to penetrate into the vertical circle of people through the portraits of consumers and the mining of consumers’ preferences, so as to release information flow materials to the target groups under different marketing scenarios, so as to occupy the users’ minds effectively. In the end, Midea’s intelligent clean flavor refrigerator achieved 19 million + total exposure and 1.3 million + total hits, successfully expanded new product groups, stimulated potential customers, and achieved multi scene touch.

Deep resonance

On the basis of grasping the user’s interest point, the home brand must upgrade the content marketing mode, guide the consumers to experience the new life and establish deep resonance. As a representative of emerging media and content forms, short video platform has become the necessary content marketing position of brands. Based on the characteristics of short video, such as strong interaction, strong stimulation and strong immersion, on the one hand, home brand can drive users to get involved in the situation and strengthen the transmission of information concept in different scenes and atmospheres; on the other hand, it can also establish a content co creation system between brand and new consumers, deeply tap the entertainment attribute of short video, and let the brand and consumers “play in” from traffic to content integration Together. “.

Taking the tiktok integrated kitchen as an example, combining the product characteristics and brand tonality, the handsome kitchen integrated stove launched the “jogs” in the jitter, which is no cannibalism challenge. The final challenge video content has gained 1 billion 660 million + playback volume and 7 million 700 thousand + total interaction volume. Topic challenges directly hit the consumption pain points, customized stickers lead to creative interaction, and star talent heating gives birth to UGC. Through the challenge competition, shuaifeng integrated stove not only delivers the core selling points humorously and efficiently, but also realizes the two-way interaction between the brand and the user, which virtually increases the user stickiness and deepens the value resonance.

Action transformation

If we want to really leverage consumption growth, it is not enough to rely on touch and guidance. With the explosion of media contacts, the decision-making links of users show obvious characteristics of non-linear disorder. In order to further promote the transformation of users’ actions, brands need to create a shorter transformation path. In this regard, a large number of engines have an “exclusive secret.”.

The first move: seize the home industry to promote marketing node, get “time”. With the fragmentation of information decision-making, unplanned shopping in the home furnishing industry intensifies. To promote the consumption transformation during the period of great promotion, we should not only stimulate the interest of price reduction, but also strengthen the emotional consumption demand of users through the marketing of the overall atmosphere

For example, Finney air seize the Christmas marketing node, and the joint jitter created a “2018 Finney Funny Christmas tiktok” brand event. From tiktok to master’s content explosion and landing page activities to create marketing closed-loop, Finney strengthened the marketing efficiency of Christmas node by shaking the voice, attracting massive attention and interaction among the users, and created a brand new brand image.

The second move: to establish a multi-dimensional talent with goods mode to promote “human harmony”. According to the survey, the new consumer groups have a high degree of acceptance of the content of talent. Talent has both fans’ influence, circle insight and content production power. Therefore, through a large number of engine multi platform matrix talent resources can help home brands and users to achieve a good interactive relationship, guide transformation, and achieve marketing goals.

The third move: linkage brand offline store diversion, enjoy “geographical advantage”. Through the marketing products such as POI, smart card coupons, shuodian and other marketing products, the massive engine has established a bridge of direct interaction and communication between offline brand stores and online users. On the basis of online scene content aggregation, brands can guide users to understand the information of offline stores, stimulate users to shop for consumption, conduct drainage based on geographical location, shorten the time of weeding, and improve the conversion efficiency.

With the profound changes of home consumption market, new consumer groups and new marketing methods have become the basis of driving home brand to establish a new growth model, and also the key to its development. And as the current high-profile marketing platform, the marketing value of huge engine to the home industry can not be ignored. From in-depth analysis of changes in the home market to the introduction of digital marketing solutions, the massive engine can undoubtedly help the home industry change its marketing thinking, understand the demands of new consumer groups, leverage new opportunities for industry growth, and bring more imagination for the industry.

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