Advertising strategy for Juliang Qianchuan home appliance industry

As the saying goes: An optimizer who does not understand the huge amount of Qianchuan advertising will definitely not be able to play the information flow well.

Today, let’s share the “Advertising Strategy of Juliang Qianchuan 3C Home Appliance Industry”!

1. Industry Overview

3C home appliances is an industry with high customer orders, low repurchase rates and long decision-making cycles. Consumers' main demands for home appliances can be divided into essential categories and consumer upgrade categories.

Among them, products in the rigid demand category are dominated by leading brands, while the brand concentration in the consumer upgrade category is relatively low. The industry as a whole has obvious product differentiation, high demands for refined operations, and clear needs for diversified marketing.

2. Consumer characteristics

01. Wide coverage of the population and great diversity: The overall industry population covers all age groups and the gender ratio is balanced, but the focus of different groups is quite different. For example, young people are more concerned about kitchen and daily small appliances; the elderly are more concerned about personal care small appliances, among which massage chairs are the most popular; new white-collar workers prefer smart home hardware products to satisfy their most subtle feelings.

02. There are big differences in home appliance products: There is a clear phenomenon of price stratification in the industry, with both rigid demand price-oriented and consumption upgrade-oriented price-oriented.

03. Long decision-making cycle: The purchase purpose is strong, but the purchase decision cycle is long.

3. Delivery strategy

1) Traffic strategy

01. Traffic Direction

Precisely target and segment the crowd by product category: determine the product category and characteristics, target the targeted potential customer groups for rigid demand categories or consumption upgrade categories, and make repeated contacts;

02. Delivery strategy - gradual delivery

[Reciprocating Reach] Based on the long-term decision-making attributes of 3C home appliances, the same group of potential customers can be reached multiple times;

[Conversion from shallow to deep] When the audience in the live broadcast room is mainly new customers, it is recommended to set shallow conversion goals. When the audience in the live broadcast room is mainly fans, it is recommended to set deep transaction conversion goals.

2) Business strategy

01. Content:

The live broadcast and short video brands have a unified style and consistent personalities, forming an effective mutual drainage

Live broadcast - quickly present product selling points:

【Product】High frequency emphasis on the core selling points and component structure of the product;

【Benefits】Benefits and subsidies are presented immediately after the selling point;

[Anchor] The anchor personally uses the product and gives rational and objective feedback on the experience;

[Interaction] Multiple anchors/assistants interact and share experiences in the live broadcast room

Short video-immersive product experience:

【Product Strength】The video shows the product selling points and overall component structure within 5 seconds;

【Scene Power】Life scenes/real-person trials/immersive sound effects/playback experience, focusing on quality;

[Emotional power] past pain points/bad experiences/full emotions, etc.

【Preferential power】emphasizes the strength of preferential treatment.

02. Goods:

Live broadcast - limited-time policy to promote high-unit-price hot-selling products: You can set up multiple main models of different categories in the live broadcast room, and at the same time, use limited-time special offers to promote about 2 high-unit-price hot-selling products.

Short video - heating up the main models and preheating the discounts for popular models: mainly interpreting the functions of the main models; preheating the limited-time policies for popular models.

The above is the strategy for massive Qianchuan advertising in the 3C industry. For those of us who are engaged in massive Qianchuan advertising, we need to keep learning, adapt to more gameplay rhythms more quickly, and maintain sensitivity to the industry market, so that we can have more clear ideas for solving problems and strategic heights.

Therefore, whether you are a novice or an experienced pitcher, it will be of great benefit to you to understand the gameplay of massive Qianchuan advertising. However, many people are still unfamiliar with the massive advertising campaigns on Qianchuan. They are not even clear about the most basic plan creation, let alone how to optimize the Qianchuan account.