The industry marketing strategy that took 5 years to compile is given to you!

The home improvement industry is at a turning point in the era.

Twenty years ago, China's home furnishing industry was just a small industry with a market size of less than 100 billion yuan. In 2016, the industry size had reached 856 billion yuan. By 2018, the size of the home furnishing market is expected to exceed one trillion yuan.

The trend of new retail is affecting the home furnishing industry. According to the "2017 China Home Furnishing Industry Population Insight White Paper" recently released by Tencent Data Lab, " the proportion of consumers choosing to shop online is higher than the proportion of consumers choosing to shop offline ."

This means that business owners are forced to shift from offline to online. So for online advertising, how should we plan our traffic layout so that we can quickly capture the market and improve our conversion rates ?

For marketing , the essence of everything comes down to traffic, so Qingguajun will talk about "how we should deal with online delivery solutions " from the perspective of the crowd!

If we want to understand the solution, we must first understand the "attributes of the population that buys home furnishings."

Through the above pictures of crowd portraits, we can basically draw the following conclusions:

1. The consumer groups are mainly those born in the 1980s and 1990s.
2. Consumer groups spend a long time online
3. Consumers are not short of money
4. Consumers pay more attention to their own feelings when consuming

5. Consumers pay more attention to product branding when consuming

Based on the above five points, the solutions are as follows.

I believe everyone is familiar with the word "fine-tuning", but few people know how to do it.

Usually we can proceed from the following points:

If the direction is wrong, all efforts will be in vain. The " direction of investment " is also the key to the entire promotion effect of the home furnishing industry!

Generally speaking, we can refine the delivery direction from the following four dimensions.

• Budget

Bidding means spending money to buy traffic, so first of all, we must spend the money wisely. That is, to refine the budget. (The specific budget allocation will be described below)

• area

Minimize the area as much as possible.

• equipment

Make clear device assignments based on users' search habits, occupational status, etc.

For example, when working during the day, you may use the PC for a longer time; when getting off work at night, you will tend to use the convenience of a mobile phone.

• Time

Time period refinement is more than just daily budget allocation.

It is also necessary to combine weekly, monthly, and peak and off-season periods to make detailed allocations of budget and traffic.

In refined delivery, we should also pay attention to the screening of traffic. Only in this way can we minimize the waste of budget.

As for the control of traffic, we can start from the following points.

How can we achieve as much refinement as possible in our delivery? That is big data.

But when using big data for delivery, we should pay attention to the following points:

• Pay attention to the difference between "valid tags" and "relevant tags"

Effective tags: There is a strong correlation between keywords and products, but they do not lead to purchasing behavior among users.

Related tags: There is a causal relationship between keywords and products, which can directly lead to users' purchasing behavior.

For example, there is a strong correlation between vacuum cleaners and carpets (fine hair, debris, etc. on carpets can be cleaned well with a vacuum cleaner), but users may buy carpets because they are cheap or beautiful decorations, and they buy them on a whim. At this time, wouldn’t it be difficult for you to ask her to buy a vacuum cleaner worth 2,000+?

At this time, there are associated tags between the vacuum cleaner and the carpet.

From another perspective, if we associate "vacuum cleaner" with "making cleaning easier", the chances of users buying it will increase a lot. So "vacuum cleaner" and "make cleaning easier" are related tags.

According to research, the user's consumption stage can be basically divided into the following stages:

At present, we only need to look at the first three stages, which are the "keyword purchase stages" that Rabbit often mentioned in previous articles:

• Gathering Information
• Product Comparison
• Brand Decision

Therefore, when placing ads, it is recommended that you categorize the keywords. When placing orders through categories, you can base them on the following rules:

1. For small accounts with low budgets, they should focus on acquiring traffic in the first phase and adopt a low-price strategy;

2. For medium-sized accounts, you should prioritize the third-stage keywords and strengthen the acquisition of second-stage traffic, rather than focusing on a single keyword;

3. For large accounts, you can increase the placement of keywords in the first stage and win by traffic base.

That is: integrate various channels. Free + paid, combined with each other, step by step.

For example, in the picture below, we can see that there is one most important step for users in consumption - sharing. In this step, we can use some forums, QQ groups, etc. to simulate the process of real users sharing, or provide good after-sales service and use some preferential means to stimulate users to share.

From the portal era, to the social network era, to the search era, and then to the current new media era, from the initial people looking for information to the current information looking for people, the choices we face seem to be increasing, but no matter which channel, it has its own advantages and limitations. Relying on only one single promotion channel will inevitably be unable to meet the ever-changing market demands.

Multi- channel promotion will be an inevitable trend in the future.

Above, Qingguajun talked about the solutions for the home furnishing industry from three aspects. In fact, overall, every industry can be universally applied, and what we need to do is to extract the essence and then expand it in depth based on this foundation.