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How much can the future of this kind of play be achieved by relying on content?
As long as reading this habit still exists, the value of the content can be reflected.
In this era, naturally, there is no need to worry about reading. Whether it is the size of users of online news, the number of readers of WeChat public account, or the viewers of short videos, it is a few hundred million. But the question is, how can I use the content to drain the company? Especially for the store that sells building materials, furniture and furniture, it is not easy for the decoration company to get the passengers to drain.
01
Content drainage, in essence, is content marketing, and there may be many people who have not taken it as a major event. It refers to the use of text, pictures, cases, stories, videos and other content as an aid to impress customers. Many dealers are ignorant of this, or think that it is what manufacturers do, when you think about it, you may have lost some customers.
Through the content, you can create traffic that you didn't have, and dig a traffic pool, such as using the public number article, attracting target customers to pay attention, and even attracting groups, from which valuable sales leads may be found.
There are some effective content marketing methods in the pan-home industry. According to the summary of the research, there are at least the following ways, which are more popular. The acceptance of manufacturers and distributors is relatively high.
First, operating the public number of the home, this is the current standard level of content marketing, testing content production capacity.
It may be the subscription number, or the service number. The company that makes the subscription number often has a strong production capacity. It may have two or three pushes per week. One article goes out and attracts several or dozens of fans. very likely to be.
Although the service number has a limit on the number of pushes, it has its own advantages and can be displayed on the homepage of the subscriber, and the touch will be better. After the content is sent, the subscriber may see it the first time. Our content can't be pushed casually, it's best to carefully write product experiences, programs and cases, stories, and more. The more you go, the more you can attract, the amount of reading, the number of fans, and the fans.
These readings and fans are the traffic pool, from which you can dig out real transactions.
Second, pay attention to live broadcast, short video and other content
You don't have to spend money to invite outside anchors, as long as there are people in the company who can talk, you can do live broadcasts in the store and factory. You can also find short videos or graphics that are willing to cooperate with customers and make some customer cases.
Third, don't underestimate customer stories and white papers.
The effect of light display products is definitely not enough. It is recommended to combine some products to do some customer decoration case presentations. The content forms can be varied, such as making albums, video clips, or online galleries.
Fourth, make full use of various self-media: official website, headline number, floor headline, Sohu number and so on.
The company's website is an early self-marketing media. Don't just put a few pictures of the company's image and product images. If there are conditions, try to publish some customer cases and decoration matching on the website, and properly implant some search keywords, which may produce a good drainage effect.
Now there are a lot of media, like today's headline number, Soufang number, Sohu number, Baijia number, Penguin number, one-point number, Zhihu number, etc., all conditions can be opened, what content of the company has been released omnichannel. The traffic of the platforms is very large, and there are lurking customers we are looking for, depending on whether you can catch them.
02
In 2018, several content platforms surfaced and performed quite well, such as living well and having a bag of sugar. Some customers, who want to work with them, want to serve content on them. There is also a platform for the kitten family.
What are they doing? In essence, it is a social platform for home sharing, such as sharing decoration experience, sunning home scene matching, and some purchasing experience of home building materials.
Once you become a user, you can share all kinds of home life without restrictions. Take a pocket of sugar as an example, the Baidu index in the past six months is as high as 423, and some peak periods can rise to more than 500. The home content platform has achieved this level of search influence, which is not bad.
This platform has its own content ideas, such as user settings before, during, after, and without decoration, to provide corresponding home recommendations. The sugar owners share their own home collocation scheme on the platform, and then attach the shopping list and the purchase channel of household items, so that users who need the guide can not only look at the strategy, but also compare the shopping channels.
A pocket of sugar has a full house channel, which records the owner's real decoration record, may share the purchase link, interested can contact directly. At present, the company has three core platforms: website, APP and public number. It has built a decoration group, and has application channels for designers and KOL.
According to an interview article in the “New Consumption Internal Referenceâ€, there are more than 1,000 KOLs signed by a lot of sugar, and the average daily content is more than 60,000. In terms of landing cooperation, one of the highlights of a lot of sugar is to cooperate with the developer, build the owners of the new real estate, and give the owner a decoration consultation with the name of the owner of the Four Seasons Flower City, which is said to have more than 10,000 owners. This is very powerful.
With the advantage of the home content service B-end, it is also one of the main profit models of a lot of sugar, often in the form of a home game. It is said that more than 800 merchants have cooperated to win the word-of-mouth marketing of companies such as IKEA, Sofia, Nature and Nippon.
I lived as a public number, and later developed into an APP. The predecessor can also be traced back to the Weibo "Always have a desirable - practical home" opened in 2011 to share foreign home pictures suitable for Chinese. After that, the founder Feng Wei continued to operate Douban, WeChat public number, knowing and so on.
After a few years of accumulation, a lot of real users have been deposited. According to the founder Feng Wei, in 2015, the public number was “opened†and the first official photo collection was launched: your New Year’s dinner. It has been shared by more than 100 Sumitomo.
They have a user concept called Sumitomo. They can be designers or homeowners. People from all walks of life are possible, and they can also be home brands. Just to share your home.
According to the news at the beginning of the year, the number of users who lived well was more than 8 million, and completed the B round of financing, tens of millions of dollars. The leading investors include Joy Capital, Jiuhe Venture Capital, Morningside Capital, Jiyuan Capital, etc. Many old shareholders It is with investment. After the financing, I started to commercialize and introduce the home brand to sell directly.
There are also some good living data that were published in early 2018:
UGC mentioned more than 30,000 products and merchants; in 2018, it is expected to launch 300-400 brands; IKEA, Bosch and SONOS have become customers.
And its Baidu index averaged 868 in the past half year, and the peak period exceeded 1000. At this level, the influence is great.
Earlier, like Sina Home, Netease Home, Sohu Home, and Phoenix Home, they were doing similar things, but these portals were mainly based on editorial teams and did not launch hundreds of millions of users. .
Even if some home store websites open BBS, they can print pictures, share strategies, etc. Due to the lack of incentive mechanism, the release process is troublesome, and the promotion location is limited, the reading experience is not good, and there are not many active users to share. The worse it gets, the result is that almost all home BBS are off.
The mode of this content platform, its logic is very clear, cut into the content and community from the C-end, get relatively low-cost traffic, and then cut into the transaction.
Specifically, it can be interpreted as: the platform will find ways to attract owners who have had renovation experience, share their experiences and expose their own homes; then new users come in and find their favorite renderings and solutions.
It may also be just a picture of the home furnishing, such as green plants, storage, bedside corners, etc. Any picture of the home scene, others have seen it feel good, learn, get one, and even buy it directly on the platform.
From the current situation, a group of sugar, good living are introducing designers, businesses, encouraging designers to work on the sun, attracting users to find designers on the above, in the future, it is possible to cut into the design fee, or even start Qijia.com. Tuba rabbits' decoration platform business.
In the United States, there is also a company with the same model, called Houzz. The positioning is a decoration design platform, which is regarded as a model for sharing the transaction mode with the home. According to reports, in 2017, 400 million US dollars of financing was completed, with a valuation of 4 billion US dollars.
Deng Chaoming, the founder of the overgrown research, believes that this is a must, and that a large number of active users are indispensable, and must be true. Photographing, sharing, writing strategies, recording homes, etc., incubating thousands of homes People come out.
On the basis of the above, cutting into the profit model of design fees, material sales and decoration platform business, there is a continuing possibility. The size of active users will determine the future space for realization.
But the question is, how to motivate users to share pictures, and how to attract users to use their own platforms, look at pictures, find inspiration, evolve to buy things, find designers, find decoration companies, it is too test. In motivating this piece, it may be necessary to set up a mental + material mechanism.
After all, the home content platform has no successful precedent in China, but there are so many martyrs.
03
There are actually a lot of companies that rely on content drainage. Anyone who manages the public number and continuously puts information on the Internet is trying to borrow content to get customers.
Some of the representative companies, the annual investment in content marketing may be in the tens of millions of levels, there are many typical methods, such as investing hundreds of thousands, please ask a team to shoot micro-movies, very popular content in previous years Marketing.
The product has been embedded in the decoration program and has been popular in recent years. According to incomplete statistics of large-scale research, there are several programs that often have well-known brands, such as CCTV's "Exchange Space", Oriental TV "Dream Home", "Good Life", Beijing Satellite TV, "The Warm New Home" , Anhui Satellite TV, "Amazing Stars", Southeast TV "wuli house change", and Zhejiang Satellite TV "beautiful house", SMG made "the new home of the craftsman" and so on.
There are more than a dozen brands that do this: Dongpeng Tile Sanitary Ware, Bull Decoration Switch, David Floor, Aohua Decoration, Character Integrated Kitchen Top, Wanmei Tile, Industry Peak, Quanjiamei Diatom Mud, Actually Home, Nippon Paint, Qijia.com, Waterborne Ketian, Gujia Home, etc.
The usual practice is to use the materials used in the program and use the sponsored brand. When the audience watches the show, they may be impressed by the products in the plot.
For example, Zhejiang Satellite TV's "Beautiful House", Wu Yanzu led a "star architect Tian group" composed of six stars, airdropped to the ancient towns of Zhejiang, Anhui, Fujian, and Hebei provinces, completing the blasting task of four houses. , to build a beautiful house that everyone wants.
In the program, Dongpeng's products appeared in many places, such as the dragon leisure residence in Tongling Station, using Dongpeng antique brick “Yalanâ€; Fujian Fuding's “smoke cageâ€, installing Dongpeng foam shield smart toilet; “Mulan In the workshop, the pavement is the original Dongpeng stone.
It is a common practice to do high-level interviews, product reports, and event reports on the core media. The industry generally regards public relations communication or media public relations.
Head companies or listed companies may spend hundreds of thousands of dollars a year to do this. Most companies invest around tens of thousands, and more than 90% of companies do not pay much attention to them.
In the case of the home circle, there are two major types of media content drainage channels:
One is the cooperation with building materials, furniture, commerce, finance, and entrepreneurial media. It is also an article with industry and enterprise analysis, which has attracted the attention of dealers and investors.
The other is for the owners, concentrated in the home, women, decoration and other media, such as live, Sohu home, Sina home, Pacific home, Qijia, Netease home.
Someone may ask, what is the value of putting some reports in the media?
According to the large-scale research, it is difficult to expect that the content placed on the media can quickly generate transaction value, but it does not rule out the possibility of attracting new customers.
At least one of the benefits is that more detailed media content can help us more fully demonstrate product advantages and interpret selling points. When a user searches for a query, they can see the information, which naturally helps the transaction.
More importantly, if your work is very lively, it is a customer's case, with pictures and texts, strong appeal, and fascinating to read. Such content may lead to quite good forwarding and spread, and the possibility of moving a customer's deal is very high. .
Moreover, the core media often has a certain readership, and there is traffic, and excellent content has the opportunity to transform the traffic of the media into the customers of the enterprise.
Everything is still challenging to test your content, whether the media you choose touches potential customers who have demand.
04
The large-scale research noted that there are very few companies that set up specialized content teams, invested in content programs, and continued to output graphics or video. There are many outstanding performers, trying to precipitate fans and transform customers.
There are three typical practices:
(1) Operating the public number, headline number, etc. from the media;
(2) Produce the company's own video programs and put them on short video platforms such as vibrato, fast hands and watermelons;
(3) Operate your own website and align with the content portal.
In the pan-home industry, there are no more than 50 companies that have been very well managed by the media. The typical number is IKEA, Shangpin home and Tuba rabbit decoration home. It has multiple public numbers and at least weekly. 1 update, each update often pushes more than 2 articles at the same time, and the reading volume rushes to 100,000+ from time to time. Especially IKEA, the performance is very good, there are many articles every month to rush to 100,000+.
The rest are like Three Tree Paint\Sophia Wardrobe, Sophia Whole House Custom, Ou Pai Home Experience Hall, Marg Custom Home, Haolaike HOLIKE, Ou Pai Home Group, Shi Niman Whole House Custom, All Friends Home, Mei Kemei Home, all-youguan micro, Qumei home, double tiger furniture, A furniture, left and right sofa, SEALY silk mattress, NATUZZI, Shuda mattress, Zhihua Shi, actually home, Red Star Macalline, Uniform International Home, Louvre House, Melody, Fusenmei, Jiumu, Kohler, Hengjie Sanitary Ware, American Standard, Marco Polo, New Pearl, Mona Lisa Tile, Dongpeng Tile 1972, etc., all performed relatively well.
According to the observation of large materials, the general content is like this:
"Absolutely! The house is so loaded, 1 square is not wasted, a few tricks teach you to earn 200,000! "New home decoration, don't choose the wrong one, otherwise one second dirt!" "99 owners personally tell you how custom furniture can finish the finished furniture! "The color philosophy of children's room, so the children must like it" "Enriched space expression artifacts, non-art paints are the most" the most home of the family | eat a flower 180,000 to create a new kitchen, Chinese and Western kitchen with island, think Go to the rice every day, and so on.
Most of them start around the decoration, matching, and life of the room, and then consider properly implanting the product in the content. Of course, there are also a large number of product evaluations, experiences and event advertisements.
One rule is that the size of the fans has gone up, even if it is just pushing some ordinary promotional articles, it may also attract a very impressive reading. If there is a natural reading, there may be a conversion. For example, IKEA is typical, and there are often 100,000 promotional articles. +, for example:
"Get on the bus, time-limited concessions are delivered to your home with one click! "The beautiful winter limited edition new products, you can't buy it later!" "" Any folding chair and dining stool, enjoy a 15% discount on the total price of four pieces, so that the gathering is warmer! "Wait.
How good is the quality of your content? general! Because the fan base is very large, this kind of affordable information is often very popular.
Lin's wood industry has done a "following time and half" content program, opened a section on the official website, showing that the 16th period, will find some real homeowners, different professional backgrounds, clear home claims .
Then, Lin's wood industry invited him to go to their home, shoot various scenes in the home, and create beautiful home decoration and matching, accompanied by elaborate video clips, which are told by the owner in the video. story.
On the watercress, you can see the group of "small and half-time", but it has not been maintained for a long time. In addition, the self-media number was opened on SouFun.com and updated to August 2018.
The angle of this program is quite good. The real homeowner tells the story and shares the home scene, but the production cost is not low, and the content is slower.
It is better to consider mining the materials of Lin's wood customers, set a prize, invite the owners to actively share, and then re-process internally, perhaps the content will be larger and more durable, and the owners may also be willing to share.
As a home business, it is rare to use a website as a portal to operate, or to make a special content app.
Qijia.com should belong to this column. Its official website traffic is very impressive. In the first half of 2018, there were 46.28 million unique visitors, an increase of 48.5%.
The online home improvement content ecology is being expanded. The data published in the 2018 report is: more than 10,000 professional contributors, providing more than 5,000 short films, examples and posts every day. The aggregated home improvement content on the platform includes more than 1.4 million articles and posts, 3.2 million photos and 190,000 real cases.
It is very laborious to operate the official website in this way, and it takes a lot of effort to persist. Once the flowering results, the harvest will be very rich.
By content drainage, it is not a one-off effort, once it is successful, it is a very powerful drainage pipeline. Those who have the patience and endurance can push.
For more home information, please pay attention to the official website of Xianghe Furniture City http://