The digital winds are sweeping the entire industry, and the home-based industries, which are the hardest to change by the internet, are also changing in the shadows and “spread” out the infinite potential for business growth. On 26 july, for more than three months, a huge engine owner, györke dae quarth, was held in four cities, chengdu, shanghai, hangzhou and guangzhou, and ended up standing in beijing。
In 2021, a large-scale home-crop exchange, built as a huge engine, focused on popular topics such as digital marketing innovations, downscaling and scientific growth in the home-based industry. The aim was to combine home-based brands around exploring new ways of marketing more grass, shorter chains, and science-based home-based industries, helping the industry to explore new business and buy-in scenarios。
During the event, more than 120 home-based brands, such as the living house decorator, mercury house, sandu homes, ray light, sanskrit home, red star america kaylon, libong group, muth, shakira, tuba bunny, europa, zhijia, lin wood, sofia, wamo, zhihuaxi, buanh, zhuin hinh, al-hinh elephant group, zhang zhui and mekmy house, attended and brought in heavy pounds of sharing, providing many practical lessons for digital marketing in the residential sector。
Weeds: quality content linked to living and business
Under the digital wind, the industry is most sensitive to user-maging habits and acceleration of consumption scenarios. "the end of ping, fit to live, according to the white paper on insight for the industry, in march 2021, the number of live views by the shivering families exceeded 7. 6 billion, the number of home-owned businesses covering fans increased by 239 per cent over the same period last year, and 65 per cent of interested users relied on online information and platforms for consumer decisions。
The continuous online migration of user attention means that home brands need to use more high-quality and diverse content to promote interest in home-based users' “grassage” and change “flow” to “retention”. And the huge engine platform that brings together a large number of home users lies in the diversity of platform constructionContent ecology, the marketing effect of “more grass” can be achieved. “whether it is online promotion or the choice of new distribution channels, all our objectives are to gain more access. The shivering has subverted traditional marketing channels and has been an entirely new experiment for us, a change.” the president of the yvonne house of commons, xie hwa, is standing at the scene。
The mega-calculations data show that the shivering platform now has a flourishing content creator ecology, with more than 153. 3 million homemakers. In addition to the creators, a growing number of home-based businesses are also stationed on the shivering platform, which explores rich forms of integrated marketing such as cross-circle marketing, star cooperation, ip cooperation, etc. In addition, based on electrician nodes and major marketing nodes, mega-engineers can help brands to achieve different marketing goals and widen channels of interaction with consumers through entertainment marketing, content ips, people-to-people interactions, and grass。
It is worth mentioning that, for the september-october boom in the home industry, the mega-engineer also joined the china quality inspection association, the fashion home, and the small house for the home industry line carnival - the second season of the doulife home festival for the good thinkers. Through the super-content and resource combination of "star + da people + three-d space + video + wire" , the campaign will provide different home-based enterprises with a corresponding marketing model that will open a full marketing chain from mouth to mouth, helping home brands to gain influence while generating large-scale conversion gains。
Wang zian, assistant chairman and deputy director-general of electronic commerce of mercury, at his home station in shanghai, said that the closer to the consumer is a new position for consumer interaction and the main channel for new sales. “our brand layout of shivering consists mainly of a human content matrix, a brand advertising campaign, and a self-broadcasting content production
A similar view was expressed by zhao zhang, director-general of the centre for the construction of content ecology, who lives at the station in guangzhou. The core point that needs to be captured in the tremors is the constant provision of quality content around user preferences.”
Shorter chains: effective transformation efficiency and effectiveness
Household consumption moves from the bottom of the line, and the household enterprise needs to focus on two things: the choice of the two sides of the line and the refinement of the field. More efficient and shorter-chain channels for operating can stimulate greater growth potential. Large engines can provide a more complete, short-chained business path and tools for home brands to build home-based marketing infrastructure based on brand privates, vertical extension, flow depths, live broadcasting, etc。
For example, the first home-based support scheme launched by the mega-engineer, the “treather lights”, brings together excellent national distributors to help brands to build up their voice-based marketing positions and strengthen their basic private domain; through the use of small-group platforms, home-based enterprises can enhance vertical orientation and release pro-poor business values from a user's perspective; from the perspective of back-link operations, large-scale engines can launch search, lead consultancy products, etc., to help brands to farm the flow value at different stages of their marketing, increase the number of customers and convert; and through the live power of the treming platform, they can stimulate greater consumer potential and effectively increase conversion efficiency and effectiveness。
The “short chain” value of large engines is well known to the vice-president of rats light and the general manager of electricians. At home at the guangzhou station, zeng yutsu described the giant engine as the new growth track for the rez light. On live + short video scenes, the mental construction cycle of the consumer “touch-grain-conversion-deposition” has been significantly reduced, the speed of client conversion has increased dramatically, with a 25-fold increase in the razor lighting brand gmv in four months and a 50-fold increase in the gmv in the shivering shop。
“on the basis of the shivering interest electrician, we have achieved an efficient transformation through precision crowd operations + content marketing + live broadcasting, with a six-monthly airing of more than 30 million, 690,000 fans + and a 32% conversion rate for live fans.”。
More science: the cornerstone of the growth of long-lasting business in home-based enterprises
Digital marketing has just become more scientific, becoming a new brand of home and a cornerstone of business growth。
Home marketing science solutions provided by mega-engineers, driven by technology and data science, analyse user behaviour and emotional changes through data insight depths; promote continuous buy-in through scientific measurements of delivery nodes; and optimize branding strategies through marketing strategies to give more scientific input guidance. Based on this whole chain of marketing, home marketing can be quantified, diagnosed and optimized to help sustain business growth from home brands。
“in order to improve marketing efficiency, the square forest decorates the crm system, which has a huge engine, and the day-to-day operation transmits the data to the crm system, first to determine whether the data are valid and then back to the front end to make the data modules more precise.” zhang xiaohui, director-general of the centre for decoration and digital marketing of fang lin, shared their marketing science experience at the station in zhangzhou。
For marketing science, the mekmy family also made a more detailed breakdown. At the beijing station in the home, the head of the united states of america's full-source marketing centre zhang's new introduction, the united states of america's marketing innovation, which focuses heavily on good quality and scientific growth, has focused on three main components around this goal: firstly, the construction of a whole chain of marketing, including the dissemination of data throughout the chain, the development of indicators and the optimization of conversions in conjunction with the user's journey; and secondly, the focus on pre-marketing and assessing the best way to market through abest. It allows for flexibility and quick follow-up of market trends; the third is on-line and off-line, with enhanced interaction on-line, leading users into shops and enhancing users ' under-line experience。
Through more grass-planting, shorter chains and more scientific marketing strategies, the home industry can achieve a one-stop approach to efficient accumulation of digital assets, an ever-increasing presence and increasing marketing efficiency, gradually opening new scenes of business and hospitality and stimulating new possibilities for business growth。
