How to place WeChat Moments ads in the furniture industry

With the continuous improvement of urban and rural residents' income level and quality of life, more and more residents are increasingly pursuing a higher quality of life and home living environment, and "warmth, comfort and ease" are given more meaning. Therefore, it has also invisibly promoted the healthy development of the furniture industry.

As a result, with the trend of Internet digitalization, more and more businesses and enterprises also want to get a piece of the pie in online advertising. But how should advertising promotion be delivered more effectively, and how can we acquire customers more efficiently?

So today, I will bring you some knowledge about how the furniture industry can use Tencent Moments advertising to efficiently acquire customers.

1. Industry consumption trends

Residential furniture can generally be divided into: whole house customization and finished furniture

Both of them are frequently used and indispensable parts in residents' daily life.

What are the attributes and trend demands of the industry population?

Currently, people aged 20-25 are the main furniture consumer group. The furniture customization industry is mainly distributed in first- and second-tier cities, focusing on customization of cabinets and wardrobes.

Trend demand - renovation of old houses is also one of the main driving factors for furniture. According to the rules of the home furnishing industry, residents who have lived in houses for more than 5 years begin to have renovation needs, and most houses over 70 years old have renovation needs.

In addition, residents' furniture needs have gradually developed from single items to whole-house decoration. At the same time, the industry market is flourishing and competition among peers is fierce. Furniture industry advertisers should also continue to evolve towards new Internet thinking.

2. Industry pain points: "Brand marketing, efficient breakthrough, and many difficulties "

1. No closed-loop capability

Traditional furniture sales basically rely on natural store traffic and event explosions, which cannot form a precise crowd, and it is difficult to form a closed-loop capability of customer registration, customer return visits and sales.

2. Low brand influence

The industry has strong regional attributes, the market is divided up among regional workshops, and companies lack brand competitiveness, which affects the market value and leads to low brand influence.

3. High customer acquisition costs

The furniture industry has a fixed customer base, lacks new resources, has high customer acquisition costs, and lacks strong communication channels.

4. Difficulty retaining fans

The user population that could potentially purchase furniture is scattered and the demand is not obvious; there is a lack of centralized management of the brand population, a lack of information channels for interaction with consumer users, and a lack of user stickiness, which results in the difficulty of retaining fans.

In the face of the above industry trends and pain points, how should businesses and enterprises use our Tencent Advertising Moments platform to connect online and offline to efficiently acquire customers? What kind of promotion link should be adopted in the promotion to achieve conversion and transaction? Next, let’s move our little stools and listen to me tell the story.

3. What are the advantages of placing WeChat Moments ads in the furniture industry ?

Recommended core popular advertising space - Moments

Moments advertising is a national social platform APP with hundreds of millions of users. It has refined and precise reach capabilities and is a very high-quality advertising promotion location in China.

Recommended star rating:

Reason 1: Moments ads are high-quality resources — many users, low cost, and strong interactivity

Reason 2: Moments ads have a variety of creative styles: single image, multiple images, large images, cards, multi-image carousel, @ function, and external storefronts

Reason 3: The comprehensive strength of WeChat Moments advertising is strong - highly sticky and active resources, massive users, and targeted furniture and home furnishing high-potential groups, which is conducive to forming lead conversions

Reason 4: Accurately reach people based on their interests and hobbies, screen their consumption levels, direct and efficient

Advertisers in the furniture industry can use the above four advantages of the WeChat Moments advertising platform to efficiently acquire customers, which can not only attract more customers but also increase brand awareness.

Effect display:

This furniture brand mainly produces whole-house furniture and household items. It is a model of China's home consumption industry and a nationally renowned home brand. It chose to place ads in Moments for online platform promotion, and made use of Tencent Advertising's big data precision principles + platform lead management and other functions. It achieved very good market feedback during the campaign and was frequently renewed.

Effect sharing:

Number of leads: 50,000+ Growth: 17.5% Average order value: 130,000-150,000

4. Strong link recommendations for placing WeChat Moments ads in the furniture industry

Advertising in Moments is generally divided into the following five promotion links: lead form collection, online consultation, mini-program conversion, public account attention, and card and coupon collection. They each have their own unique advantages.

For advertisers in the furniture industry, today we recommend the first four promotion links: lead form, online consultation, mini program conversion, and public account follow-up.

Link Tip 1: Lead Form Collection

Path analysis - the advertisement is exposed on the outer layer and widely advertised. Users click to enter the landing page, browse the landing page details, fill out and submit the form, and finally promote the conversion of leads into transactions. This type of link is concise and clear, and requires low development capabilities and customer service capabilities. It is also a relatively efficient conversion method, and is also the promotion link that many advertisers currently prefer.

The overall summary can be (targeting - exposure - browsing - conversion)

Example of how to play with the form:

Click on the outer advertising image or "Learn More" to enter the landing page - special offers + exquisite cases + quick quotes to attract users to sign up and get quotes

① SMS verification for abnormal numbers ② Information submission is successful, wait for customer service to contact you by phone, learn customer information, make an appointment to visit the store or add WeChat, and mark it on the lead management platform

The link collected by the form Furniture industry market promotion cost: about 150-200 yuan

Link Tip 2: Online Consultation

Link analysis: Advertising promotion is precisely targeted to the target group of the furniture industry, and exposure reaches high-potential users. Users click to browse the landing page and initiate manual consultation. The system accesses customers and converts them into online communication.

Link advantage: Users can communicate with customers directly online, leading them to leave contact information and increase conversion efficiency.

Disadvantages: It is necessary to connect to the CRM system to import consulting information and sales access leads conversion. The conversion link is relatively long. Furniture merchants and advertisers who have this system can use it.

Online consultation gameplay example:

Click on the outer large image ad to enter the landing page - view the event details, the bottom bar has multiple conversion entrances to shorten the action path - form + consultation, increase the possibility of conversion, users who are not convenient to make phone calls, choose online consultation, one-click dialing, directly contact customer service consultation, and professional customer service will communicate with users.

Online consultation link furniture industry market launch data: consultation opening cost 100-250 yuan

Link Tip 3: Mini Program Conversion

Link analysis:

Mini Program Conversion Path——Targeting—Exposure—Browsing—Click—Conversion

Carry out targeted delivery to precise groups of people, expose the advertisements, and potential customers click on the landing page to enter the mini program, receive discounts or make payments, and convert on the mini program.

Advantages of the link: It enhances online payment and customer intention, plays a certain role in enhancing subsequent fission, and can also achieve more efficient online contact and payment conversion.

Mini Program conversion gameplay example:

Click on the outer advertising image - exquisite cases + exclusive benefits + discount coupons, and then enter the landing page - attract users to click the "grab benefits immediately" button, - jump to the mini program, authorize to obtain the mobile phone number to receive the gift package for conversion.

Mini Program Link Furniture Industry Market Data: The opening rate of intention calls obtained by jumping to the Mini Program is about 10-15%.

Link Tip 4: Follow the public account to attract fans

Link analysis:

Screen the target group of furniture and conduct targeted delivery. After the advertisements are exposed, users click to browse, follow and gain fans, and then convert them to fans, and finally generate fans.

Link advantage: Following the official account to attract fans is more conducive to helping furniture merchants and advertisers accumulate their own private domain traffic, create community marketing and achieve subsequent fission and repeat purchases.

Examples of how to attract followers to a public account:

Public account fan attraction link Furniture industry market fan attraction cost: about 10-20 yuan

The above are the promotion link tips recommended to advertisers in the furniture industry. Each has its own strengths, and are beneficial to the promotion growth and efficient conversion of furniture merchants. Merchants can choose a matching link method to acquire customers based on their company’s current team status and operational capabilities!

Conclusion: This concludes today’s introduction to the furniture industry - how to efficiently acquire customers through WeChat Moments advertising. I sincerely hope that everyone will benefit from today’s sharing. Finally, I wish all major businesses to receive many orders and a constant flow of customers during their advertising journey!