Analysis of advertising in the home furnishing industry!

As people's living standards improve, obtaining a more comfortable living space through home furnishings and decoration has become a strong demand for everyone.

In recent years, with the improvement of people's overall consumption capacity, the upgrading of consumption concepts, and the acceleration of the overall pace of life, people are more inclined to obtain home furnishing information through the Internet to shorten time costs. A convenient, fast, one-stop home furnishing model has also begun to emerge, catering to users' desire to save money, worry and time.

So, how does mobile advertising in the home improvement and furnishing industry motivate user decisions? What is the overall trend of industry advertising ? What are the creative points of the advertisements?

This article will analyze the advertising code of the home furnishing industry based on the mobile advertising intelligence of the home furnishing industry tracked by App Growing in September .

1. Overview of overall users in the home furnishing industry

1. User portrait of home furnishing industry

According to third-party research data, users in the home furnishing industry are concentrated in young and middle-aged people aged 21-30 and 30-40, and the ratio of men to women is relatively balanced. Relatively speaking, the coastal cities of Jiangsu and Zhejiang have concentrated populations and greater market demand. In addition, since users trust local businesses more, the overall advertising regionality of the home improvement and home furnishing industry is also more obvious.

2. Analysis of user preferences in the home furnishing industry

53% of home furnishing and decoration users have a budget (covering furniture costs) of RMB 100,000 or less , while users with a home furnishing and decoration budget of RMB 200,000 or less account for more than 88%. Users are more willing to arrange decoration within 3 months, accounting for more than 54%. Traditional companies are still the main choice, accounting for 36%. Internet home improvement companies are gradually emerging, and 13% of users will consider choosing Internet home improvement companies .

2. Overview of mobile advertising in the home furnishing industry

1. Traffic platforms favored by the home furnishing industry in September

Counting the number of advertisements in the home furnishing and decoration industry on various platforms, Baidu Information Flow, Bytedance, Tencent Advertising, Baidu Baiqingteng, and Sogou Xingyao are the industries with the most home furnishing and decoration advertisements. On Baidu's information flow platform, the number of advertisements in the home furnishing industry accounts for a slightly higher proportion of 8.53% , which is more significant than other platforms.

2. Video ads in the home furnishing industry account for about 20%, and information flow ads are the mainstream

According to statistics on the number of advertisements of different material forms in the home furnishing industry from July to September, video advertisements account for about 20% of the overall home furnishing industry advertisements, with slight fluctuations. In terms of advertising format, the home furnishing industry mainly relies on information flow advertising, which accounted for 81.4% in September .

3. Video advertising accounts for about 20% of home furnishing industry advertising, with information flow advertising being the mainstream

After sorting out the advertisements aimed at app downloads in September, Zhuxiaobang, Haohaozhu, Tubatu Decoration, and Wozaijia are the key advertisers.

3. Analysis of Advertising Creativity in Different Segments

In general, the home furnishing and decoration industry can be divided into decoration design (including customized home furnishings), home furnishings/home decorations, home building materials, various home furnishing and decoration booths , etc. The relevant marketing demands are summarized as follows.

1. Analysis of decoration design advertising

The purpose of the promotion is to attract users to leave inquiries, and the promotion points are to obtain decoration renderings/calculate decoration costs/low quotes to attract attention. The analysis of the advertising creativity is as follows.

In terms of material pictures , the decoration design category mainly presents living room renderings, which are exquisitely crafted and have few other text and decorative elements attached to the pictures. The overall picture is dominated by bright colors and the layout is simple.

In terms of video advertising creativity, decoration design ads mainly have the following six creative points:

• Pure effect picture clipping
• Effect picture editing and subtitles show the brand advantages
• From rough to fine decoration, video clip of decoration process effect
• Introducing the traps or pain points of the decoration industry to showcase brand characteristics
• Interview-style question-and-answer introduction, similar to the style of telephone sales advertising
• Long lens movement, 360 degrees to fully present the model room
• Related video creative clips are as follows

Home improvement and home furnishing apps are different from traditional home improvement companies. Video ads will focus more on promoting one-click quotes and home improvement tips.

Take Zhuxiaobang as an example. In September, 89.5% of its ads were video ads. The creative ideas of video ads mainly fall into the following two categories:

• Through various sitcoms, it is shown that the renovation price is effective and cheap, which further leads to downloading the App to view the renovation quotation with one click. - If you are new to renovation and don’t know where to start, ask for recommendations from neighbors/friends/colleagues, etc.
• Starting with the common pain points of decoration, popularize relevant knowledge, thus leading to the "decoration" community, providing decoration strategies, decoration cases, etc.

In terms of landing pages , they are mainly divided into two types: getting a quote and getting a free design plan.

• For the category of obtaining quotations, the emphasis is placed on “free” and “click to get details/calculation”. The landing page process is roughly as follows: prompt to fill out the form – introduction to the advantages – prompt to fill out the form again.

• For the category of obtaining renderings, the main promotional point is "get a free design plan", and the process of the landing page is roughly header image-form-content promotion advantages. Generally, the number of free places is limited to create high scarcity.

2. Analysis of advertising placement for home furnishing and building materials

Home building materials mainly focus on franchise and agent recruitment , and the advertising copy mainly has the following three major promotional points:

1) The manufacturer's support policy has a low threshold, mainly manifested in free agency fees, no need for inventory, sales first and then settlement, no need for stores, and reimbursement of travel expenses for factory inspections.

• Zigong integrated wall panels 8-10 yuan/㎡ delivery to door first sale then settlement
• There is no franchise fee for Zunyi wall panels, the wholesale price is 18 yuan/㎡, free distribution, and 2 people can do it!

2) Low price, high discount

• Direct sales from Zhumadian wall panels manufacturers, starting at 5-10 yuan/㎡, large factories, free home delivery!
• pay close attention! Local integrated wall panels are available for purchase at 20% off, from manufacturers with no middlemen, and free samples.

3) The project has high value and potential, such as a short construction material installation cycle

• Wholesale of decoration boards, 12 yuan per square meter, first sell and then calculate, 7 days fast installation, environmentally friendly and formaldehyde-free
• The decoration workers used it and finished a house in 7 days. In terms of speed, only integrated wall panels can make money quickly.

In terms of materials, home building materials advertising materials are mainly composed of four elements: building materials photos, factory photos, construction site photos, and photos of the finished effect, presented individually or in combination.

3. Analysis of advertising placement in offline exhibitions for home furnishing and furnishing series

Compared with other industries, the home furnishing industry tends to believe that seeing is believing, and various offline trade fairs are held more frequently. This type of advertising usually guides users to offline exhibitions and further acquires customers through offline exhibition marketing. There are many on-site offers and discounts, and applying for large coupons and tickets is the main promotional point.

The exhibition time and free ticket quota are usually clearly stated in the advertising copy to create a sense of urgency. Local sales are usually targeted at the local area and packaged as discounts for local citizens.

The relevant ideas are as follows:

• The Home Expo, a must-visit for Beijingers every year, is about to start. Hurry and grab your free tickets!
• I regretted buying it too early. Home appliances and furniture at the Shanghai Home Expo are so cheap. Why not get a ticket and come and see?
• Good news! At the Weifang Home Expo on September 6, popular furniture and appliances will be 50% off, and 300 limited tickets will be given away.

In terms of materials, such advertisements usually present model rooms at the exhibition site, real home renderings/decoration design renderings/bustling crowds in the exhibition areas of various well-known brands.

4. Hot-selling products in the home furnishing industry

Based on the data tracked by App Growing’s direct e-commerce version, the top five hot-selling items in the home furnishing industry in September are as follows.

Statistics are collected on the new sales of each product in the home furnishing category in September, and the top 3 best-selling products in the home furnishing category in September are compiled.

The above is an analysis of advertising in the home furnishing industry in September and a reference for industry advertising.

Author: Little Lion

Source: Optimize Lions