Tencent advertising home industry placement strategy!

1. Overview and analysis of the residential furniture industry

1. Market l Category division of residential furniture market

Residential furniture can be roughly divided into 7 types according to materials, and divided into whole-house custom-made and finished furniture according to production mode;

2. Market l The regional distribution characteristics of the residential furniture market are obvious

Map material comes from the National Bureau of Surveying and Mapping

Furniture industry regional clusters: Xianghe in the north, Shunde in the south, Likou in the east, Chengdu in the west, Kang

Abundant labor resources, multiple industrial clusters, complete industrial chain supply, and developed sales market

Complete infrastructure and strong logistics advantages

3. Basic attributes and needs of consumer group portraits

Data source: "2018 Home Furnishing Industry Crowd Insight White Paper"

Data source: "2018 Home Furnishing Industry Crowd Insight White Paper"

The 25-35-year-olds are the main furniture consumer group. The furniture customization industry is mainly distributed in first- and second-tier cities, focusing on customized cabinets and wardrobes.

Renovation of old houses is also one of the main driving factors for furniture

The furniture price range that most consumers accept is around 10,000 to 20,000 yuan;

Consumers mainly obtain furniture information from the Internet;

Modern minimalist/simple European, Chinese/new Chinese, fresh/pastoral styles are more popular among consumers;

Consumers pay more attention to factors such as quality and environmental protection when purchasing furniture products

Consumers' demand for furniture products has changed from satisfaction-oriented consumption to enjoyment-oriented consumption.

4. Trends | Market situation: opportunities and challenges coexist

Industry transformation period: Category expansion with the purpose of increasing customer order value will become one of the major strategies of furniture companies in the future, completing the transformation from single category to large home furnishing.

Channel reshuffle: New retail channels such as home furnishing, e-commerce, and shopping malls have led to serious differentiation in customer flow, and core stores in high-quality business districts are in fierce competition.

Industry competition: There is fierce regional homogeneous competition across the country, and small and medium-sized furniture companies lack brand effects and bulk service capabilities; leading enterprises and furniture companies are accelerating their expansion to expand into the third-, fourth- and fifth-tier city markets.

Consumption upgrade: The simultaneous improvement of consumption and expenditure levels drives consumption upgrades represented by personalization, customization, intelligence, greenness and health; those born in the 1980s and 1990s are entering marriageable age and their consumption capacity is gradually rising, which will bring about a large demand for furniture consumption.

2. Industry Marketing Pain Points and Solutions

Marketing pain point 1: Brand marketing breakthrough is "full of difficulties"

1. No closed-loop capability: Traditional furniture sales basically rely on natural store traffic and event explosions, and cannot form a closed-loop capability of precise crowd + customer registration + customer return visits + sales.

2. Low brand influence: The regional attributes are strong, the market is divided by regional workshop companies, and the company lacks brand competitiveness, which affects the market value;

3. High customer acquisition cost: fixed customer base, lack of new resources, high customer acquisition cost, lack of strong communication channels;

4. Difficulty in retaining fans: Potential furniture purchasing users are scattered and their demands are unclear; there is a lack of centralized management of brand users, a lack of information channels for interaction with customers, and a lack of ways to maintain user stickiness;

Analysis of Operational Customer Acquisition Solutions

1. Selection of popular advertising resources in Tencent

Popular core resource: circle of friends

Reasons for recommending resources

1) High-quality resources: many users, low cost, strong interactivity
2) Rich creative styles: single image and text, multiple images and text, large image and text, @ function, multi-image carousel, card, video style, external store

3) Crowd profile data screening: gender, age, interests, education, marriage, regional screening, device type, network connection method, etc.

4) Lead management platform: can flexibly mark the follow-up status of collected customer information, facilitating subsequent secondary mining and conversion

Advertising guidelines: 28-35 years old female, married, home-oriented, interested in early childhood education

Male, aged 30-35, owns a car and a house, cares about quality, lives in a high-end community

Delivery strategy: high-viscosity and high-activity resources. Cover a large number of people, target high-potential groups, and form lead conversion.

Popular core resource: Tencent News

Advertising Features
1) 72% high-education penetration rate, 260 million monthly active users;

2) Multiple consulting sites, media plug-ins, and diversified traffic distribution;

3) For furniture advertisers, combine product and effect to reach the needs of high-quality users.

4) Appear in the information flow scene of Tencent News client in a native form to meet advertisers' promotion needs such as brand exposure and customer information acquisition.

Delivery Guide

1) Material copy: highlight the product and activity content [such as: usage scenarios/texture introduction/capacity expansion function/0 yuan design/after-sales service, etc.], combine pictures and text, pictures highlight the usage scenarios or product texture, and text highlights the discount information.

2) Recommended targeting: gender and age (25-50 years old) region + interest + behavior & keywords [competing brand words + furniture brand keywords + decoration design keywords, etc.]

Advertising strategy: Tencent News has a variety of advertising styles, and different display forms meet different promotion needs, such as splash screen, information flow, dual plug-ins, etc.

2. Advertising creative design skills

Outer layer graphics example

1) Promotional keywords to attract customers: discount, saving money

Copywriting suggestion: XX anniversary celebration full house customization can save xX yuan

2) Emphasize product quality Keywords: brand, quality, quality

Copywriting suggestion: Exquisite craftsmanship and perfect quality

3) Product unique selling point

Keywords: safety, anti-XX, solid wood

Copywriting suggestion: Double bed with large storage space

4) Design matching

Keywords: 0 yuan design, expanding space

Copywriting suggestion: Whole house customization, space saving 30%

5) Core concerns

Keywords: health, safety, environmental protection, peace of mind

Copywriting suggestion: Save money and no pollution, a good choice for decoration

6) Create a sense of urgency

Keywords: remaining, only left, limited, grab, first come first served

Copywriter association: 0 yuan design for the former XX Mingxiang furniture

Examples of high-quality inner landing pages

Use outer-layer promotional activities to attract users, use multiple pictures of excellent case studies and limited-number solicitation activities to guide and stimulate users to enter the inner-layer landing page. The landing page elaborates on the rules of the activity and detailed registration gift packages, preferential decoration case finished product pictures, to maximize the stimulation of users' desire to consult and understand, cooperate with the landing page form collection function component to achieve user reach and docking, and guide user action conversion.

3. Analysis of the three major customer acquisition conversion links of residential furniture

(1 Please add the approximate range of data for each type of link; 2 Add some text descriptions of residential furniture and picture content to each link, otherwise the current text alone is not very applicable and can be applied to other industries)

1) Example of how to use form collection

Step 1: Click on the outer ad image or "Learn more" to enter the landing page

Step 2: Promotion + exquisite cases + quick quotation to attract users to sign up and get quotation

Step 3: Verify the abnormal number through SMS; information is submitted successfully and wait for customer service to contact you

Step 4: Communicate by phone, learn about customer information, make an appointment to visit the store or add WeChat

Step 5: Mark and follow up on the lead management platform

The form collection link is currently the most common way to acquire customers and promote sales. It is more suitable for businesses that have just started to launch in the early stages. The link acceptance method is simple and direct. It is combined with activity copy and promotion details to guide users to fill out consultation communications. It also supports SMS verification, which can perfectly filter out invalid customer information.
Average conversion form cost: 110 yuan to 150 yuan

2) Online consultation example

Step 1: Click on the outer large image ad to enter the landing page

Step 2: View the activity details and use the multiple conversion entrances in the bottom bar to shorten the action path

Step 3: Form + consultation, increase conversion possibility, one-click dialing, directly contact customer service

Step 4: For users who are not convenient to use the phone, choose online consultation, and professional customer service will guide the user communication

The online consultation link method is more suitable for merchants with a fixed and dedicated online sales team. In addition to the common forms and one-click outbound call function components, it can perfectly undertake communication for customers who want to make more online inquiries or learn more case information in the early stage, and solve customers' doubts one-on-one before they come to the store. It is especially suitable for merchants who mainly promote high-priced products. The cost of effective online consultation is RMB 25 to RMB 45.

3) Example of public account following mode

Step 1: Talk to users in the tone of a professional designer and recommend decoration case pictures, weakening the advertising color

Step 2: Click on the image to enter the landing page, guide people to follow the official account, or click on the avatar and text link to jump to the official account follow-up guidance page, shortening the action path

Step 3: Enter the official account and browse the past official account content. It is recommended to put more past excellent cases, multi-type decoration style case sets, articles, etc. to stimulate users to further understand and consult

Step 4: The official account customer service will take the initiative to contact users, understand their needs, and guide them to add personal WeChat or social groups to improve retention.

The official account attention link is suitable for professional operation teams responsible for the daily operation and maintenance of the official account. They need to regularly provide excellent case output, grass-planting articles, and complete functional components of the menu bar, etc. Through the linkage binding of WeChat advertising and official accounts, simplified one-click attention can quickly increase the accumulation of potential users. Through the transmission of marketing content, the conversion effect of centralized marketing can be achieved. It is one of the common private domain operation and customer development methods for brand merchants. The cost of potential intended customers' attention is 2 to 8 yuan.

3. Analysis of excellent industry cases

1. How did a well-known furniture brand in Dongguan issue 3,000 coupons in 8 days?

Marketing goal: enhance brand influence and promote offline conversion

Delivery plan

Based on historical transaction customers, we can identify precise and targeted tags and use the card and coupon redemption conversion model

The outer copy clearly conveys the discount information to users, increasing their interest in clicking.

The landing page uses warm colors and wide-view renderings to enhance users' favorability towards the brand.

2. A well-known home furnishing brand [finished furniture]

Marketing pain points

1) High average order value

2〕The target customer group is not an easily visible consumer group, and the Internet activity is relatively low

3) People’s interests vary greatly, making accurate positioning very difficult

Marketing appeal: brand promotion, lead collection

Marketing resource: WeChat Moments

Industry gameplay

1) Demonstrate high-quality cases of mini programs and promote them through channels such as Tencent Home to attract traffic to mini programs

2) Mini-app development capability, one-click access to mobile phone numbers and collection of customer leads

3) Online customer service communication skills improve backend conversion