Yoga Industry-Sogou Advertising Strategy!

In recent years, the overall market size of China's yoga industry has maintained continuous growth. According to iResearch data, the yoga market size reached 46.76 billion yuan in 2020, and is expected to reach about 60 billion yuan in 2021. The growth of the yoga industry's market size is mainly derived from the fast-growing general and core populations, yoga vertical products, and course revenue from offline yoga studios and yoga halls.

1. User portrait of the yoga industry

1. Women born in the 1980s and 1990s in first- and second-tier cities are the main group of people in the yoga industry

As the main service target of the current domestic yoga industry, women have an absolute advantage in terms of numbers, accounting for as high as 94.7%.

From the perspective of age, domestic yoga users are mainly concentrated in the middle-aged and young people between the ages of 23 and 40, accounting for 69.4%;

Judging from the distribution of urban populations in China, users who practice yoga are, at this stage, still concentrated in relatively developed first- and second-tier cities, accounting for nearly 70% of users, or 65.8%.

In summary, the main social groups in first- and second-tier cities, women born in the 1980s and 1990s, are the main force in the domestic yoga industry.

Data source: Internet statistics related data

2. A modern elite group of highly educated young people who pursue quality of life and pay attention to physical health

Judging from their job positions, yoga users are mostly elite people such as those working in public institutions, professional and technical personnel, white-collar workers at all levels of enterprises, and private business owners, accounting for more than 70%, or 74.3%.

From the perspective of the income level of users in the yoga industry, 65.8% of domestic yoga users have a monthly income of more than 5,000 yuan, of which 41.4% have a monthly income of more than 8,000 yuan; from the perspective of monthly family income, 87.9% of households have a monthly income of more than 10,000 yuan, and 43.2% of households have a monthly income of more than 20,000 yuan.

At the same time, yoga attracts the attention of people with high education. From the distribution of users' educational level, among domestic yoga users, those with bachelor's degree or above account for more than 70%, reaching 71.4%. People with high education and high quality have obvious numerical advantages.

I have a wide range of interests and hobbies, and my main interests are online shopping and enjoying life.

Domestic yoga users have a wide range of interests and hobbies. From the perspective of specific consumption items, shopping/online shopping accounts for 46.5%, which is the most prominent hobby of yoga users; followed by travel, which combines the enjoyment of life with consumption, accounting for 41.8%, which has been on an upward trend in recent years; followed by leisure hobbies such as film and television entertainment, which account for 36.7%. In addition, influenced by yoga, compared with highly interactive or stimulating hobbies such as games and diving, yoga users have a considerable preference for hobbies that focus more on inner experience, such as reading/writing/books, and their combined share reaches 33.8%.

In terms of annual consumption amount, more than 80% of yoga users spend more than 1,000 yuan per year, reaching 84.6%. Nearly 100% of users have made related consumption on yoga products. In addition, data shows that yoga users usually spend on courses and clothing, followed by auxiliary equipment (yoga mats/bricks, etc.) and smart equipment.

Data source: Internet statistics related data

3. High stickiness, emphasis on quality, long-lasting and stable users

As many as 42.2% of yoga users have practiced for more than one year, proving that yoga has a high stickiness and its users are relatively persistent and stable. Users who practice yoga three times or more per week account for more than 60%, reaching 65.7%, and the frequency of practice is medium to high.

Data source: Internet statistics related data

When users choose a yoga brand, they will focus on the course design. 41.5% of yoga users will put the detailed content of the course first. At the same time, 37.4% of yoga users believe that the quality of the course and the instructor is very important, and 18.6% of yoga users are considering the diversity of the course.

2. The yoga industry gained customers with the help of Sogou platform and developed against the trend

The search engine is less famous than Sogou input method, but it is the second largest search engine in China and a well-known promotion channel in the online promotion industry, but it is rarely heard of in the yoga industry. The biggest reason why many people did not get the expected results is that most of the failed companies did not understand the promotion rules of the yoga industry on Sogou. Next, I will introduce to you what you should pay attention to when promoting the yoga industry on Sogou.

Account side: large volume and accurate, comprehensive drainage

Quantity is the most basic unit in promotion, so we must first achieve a large quantity. Because an account with no or a small amount of quantity will definitely not have good promotion conversion results unless there are special circumstances. Quantity is the basis of promotion conversion, so we must first achieve a large quantity. Then be precise, because the more precise the quantity, the greater the possibility of conversion. Therefore, on the basis of large quantity, precision is the most important. This is the fastest and easiest way to increase the volume. Let's explain how to do it one by one:

(1) Account structure: distinguish key businesses and find the most appropriate promotion direction

Account structure is a relatively basic aspect of search engines. It can play a relatively large role in increasing conversion volume. Its greatest role is the analysis and adjustment of account data in the later stage.

The account structure of the yoga industry can generally be built in two directions. One direction is to classify the plan through the subdivision of each business point, and PC/mobile classification can be performed according to habits; the other direction is to build the plan according to the regions involved in the business, and distinguish them by the classification of business points as groups. The second method is recommended first. Based on testing of all the construction methods we have come across, the conversion cost of this construction direction is 9.3% higher than the average of all construction directions. Both of these construction directions are not difficult and are suitable for advertisers at all stages.

In setting the promotion time, through analysis of the situation in the crowd portrait, it is found that elite women born in the 1980s and 1990s are the main group of people, and they usually get relevant information on the way to and from get off work in the morning and evening, and during lunch break at noon. Therefore, the key time period for setting the promotion time period is 7-24 am on weekdays. 7-10 am, 11-14 am, and 17-24 am can be used as key time periods, and a time period coefficient is added, which is generally set to 1.7. No setting is required for other times. From the data of later tests, it is found that the activity of the people in these time periods is higher than that in other time periods, and the conversion rate is relatively high, with an overall increase of nearly 8.2%.

In setting the promotion area, since the yoga industry is generally based on the principle of proximity, and Sogou's regional settings can only reach prefecture-level cities, add county-level names to the keywords based on your own business area to increase accuracy.

(2) Keywords: Focus on core business keywords and expand the scope of long-tail keywords

In terms of keyword selection, the keywords of the yoga industry should focus on core business words. At the same time, with this as the center, the long-tail words should be fully rolled out and even included as much as possible. However, in the long-tail words, prefixes can be added according to the business jurisdiction, and the suffixes should be mainly activity words and price words.

At the same time, the choice of matching method should not be too broad, otherwise it will cause inaccurate traffic, resulting in excessively high conversion costs or even no conversion. It is generally better to choose phrases (synonymous inclusion). Under this setting, the overall conversion volume is 5.7% higher than the average level.

At the bidding level, you can set it according to core business words and long-tail words respectively. The bid for core business words can be 25% higher than the industry average bid. For long-tail words, since large-scale sales are required, the bid can be set 10% lower than the industry average bid to obtain greater display opportunities. Judging from the later test data, the overall conversion rate is 13.3% higher than the average level.

(3) Creativity: Three major strategies to attract attention

Creative writing and image selection for the yoga industry can be done based on the following three strategies:

①Hardware:

Through crowd portrait analysis, people in the yoga industry pay more attention to service quality. Therefore, in creative writing and picture selection, we can strengthen the description of the environment, teachers and other conditions. For example: 4 districts and 9 halls, more than 40 full-time teachers are on duty, and classes are open all day long.

②Activities:

The prominence of various activities can improve the cost-effectiveness of the courses, make users feel they are getting a good deal, and effectively increase users' click and conversion rates. So the creativity can be written like this: There are no less than 20 kinds and 1,000 classes of optional courses per month. Consult now and receive a yoga gift package worth one thousand yuan!!

③Case:

Success stories are always those that can generate user trust and quickly generate conversions. They can make users feel involved, empathize, and integrate into the set scenarios, ultimately achieving the goal of placing orders quickly. If you are overweight due to work pressure, or it is difficult to regain your figure after childbirth, what you need is to enter the world of yoga and become a confident person.

Through these three strategies for creative writing and image selection, the data of A/B creatives shows that when non-creative aspects remain unchanged, the CTR of this part of creatives is 67.5% higher than that of other creatives, and the overall conversion volume has also increased significantly, by 47.8%.

In fact, no matter which industry, whether online or offline, promotion has always been a difficult problem. The same is true for the yoga industry. I hope the methods mentioned above can help you.

Author: Silk Road Academy

Source: Silk Road Academy