How does advertising in the homewear industry drive user decision-making? September Mobile Advertising Intelligence Analysis

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With the improvement of people's living standards, through home furnishings, to obtain a more comfortable living space has also begun to become a strong demand for everyone.

In recent years, with the improvement of people's overall consumption capacity, the concept of consumption upgraded, the overall pace of life accelerated, but also more leanTo obtain home improvement information through the Internet, shorten the cost of time.Convenient, fast, oneStation-style service home improvement model also began to come into being, to meet the user to save money, worry, save time psychology.

So, home improvement industry mobile advertising and how to promote user decision-making? What is the trend of advertising in the industry as a whole? What are the creative points of advertising?

This article will be tracked by App GrowSeptember home improvement industry mobile advertising intelligenceBased on the analysis of home improvement industry advertising password.

First, home improvement industry as a whole user overview

1, home improvement industry user portrait

According to third-party research data, home improvement industry users concentrated21-30Years old30-40Years old.among the young and middle-age population, the ratio of men to women is relatively balanced. Relatively speaking, the vast number of coastal cities in Jiangsu and Zhejiang concentrated, market demand is greater, and because users trust local businesses more,Home improvement and home industry as a whole advertisingRegionality is also more obvious.

2、Analysis of user preferences in the home improvement industry

53%Home improvement usersBudget.(Covering furniture costs) distributed100,000 and below, and home improvement budget of 200,000 or less users accounted for more than 88%. Users are more likely to spend less than 3 months to arrange decoration, accounting for more than 54%. Traditional companies remain the main choice, accounting for 36%,Internet home-based companies are emerging13% of users will consider choosing an Internet homewear company。

Second, home improvement industry mobile advertising overview

January, September home improvement industry more favored traffic platform

Statistics of the platform home improvement industry advertising, Baidu information flow, huge engine, Tencent advertising, Baidu Baiqing Fuji, Sogou Xingyao for which home improvement ads more industries. In.Baidu information flowplatformThe number of advertisements in the home improvement industryThe percentage is slightly higher, for8.53%than the othersPlatform accounting is more obvious.

2、Home improvement home industry video advertising accounted for about 20% of the information flow advertising for the mainstream

Extract home improvement industry July-September different forms of advertising statistics, the overall home improvement industry advertisingVideo adsThe percentage is aboutAbout 20%., the proportion fluctuates slightly. And in the form of advertising, home improvement industry to information flow advertising-based,Information flow ads accounted for 81.4% in September。

3、Home improvement home industry video advertising accounted for about 20% of the information flow advertising for the mainstream

Organize the September to app download for the purpose of advertising, live small gang, live well, Tuba rabbit decoration, I am at home for the focus of the advertisers.

Third, different sub-sectors of advertising creative analysis

Overall, the home improvement industry can be divided intoRenovation design(including custom home),Home / home decoration, home building materials category, all kinds of home furnishings boothAnd so on, the relevant marketing claims are organized as follows.

1, decoration design ads delivery analysis

To attract users to stay for promotional purposes, in order toRenovation effect map to obtain/calculate renovation costs/low pricesAttract attention for the point of publicity, advertising creative analysis is as follows.

And inFootageIn terms of decoration design category mainly toLiving room effect mapThe presentation of the way, exquisite fine-trimned, pictures less attached to other case decoration yuanvegetarian, the picture as a wholeBright colors are the main color, the layout is simple。

In terms of video advertising ideas,Renovation design ads mainly have the following 6 creative points:

Pure effect picture clip
Effect map clips show branding advantages with subtitles
Video clips of the effects of the renovation process, from rough to fine decoration
Introduced by the decoration industry trap or pain point to show the brand characteristics
Interview-style question-and-answer introduction, similar to the telephone sales advertising style
Long lens movement, 360 degrees fully present the model room

The video creative clips are below

And home furnishingsAppunlike traditional home-clothing companies,Video adswill pay more attentionPromote.One-click quotes and home-made common sense。

In September, for example, 89.5% of its ads were widely videoedVideo advertising ideas are mainly in the following two categories:

Through a variety of sitcoms, reflecting the decoration price effect is good, cheap, further lead to download the app one click to view the decoration quote. -If you cut into a new decoration do not know how to start, neighbors / friends / colleagues recommended
To decorate the common pain point of the problem, science-related knowledge, so as to lead to the "renovation class" community, to provide decoration strategy, decoration cases

Landing page aspect, mainly divided intoGet the quote classAnd.Get a free designClasses are two types.

Get quote class, focus on the "free" "click to get details / calculation", landing page process is probably: prompt to fill out the form - the advantages of the introduction - again prompt to fill out the form.

Get the effect map class, to "free to receive the design plan" as the main promotion point, the floor page process is probably the head chart - form - content publicity advantages. GenerallyFree places are limited, making scarcity high.

2, home building materials advertising analysis

Home constructionmaterial mainly toMerchants to join, recruit agentsMainlyAdvertising documents mainly have the following three major promotional points:

1）Factory support policy, the threshold is low, mainly reflected inNo agency fees, no inventory, first sale and then calculation, no need for stores, factory inspection reimbursement road expensesThese points.

Since Gong integrated wall board 8-10 yuan / m2 door-to-door first sale after knot
Zunyi wall board do not join the fee, 18 yuan / m2 wholesale price, free shop, 2 people can do!

2） Low price, high discount

In the horse shop wall board factory direct sales, 5-10 yuan / m2 batch, large-scale factory, free distribution to home!
Hold on! Local integrated wall board 2 fold up to take goods, manufacturers take goods without middlemen, free samples.

3） High value and potential of the project, such as reflecting the building materials assembly cycle is short

Decoration plate wholesale, 12 yuan per flat, first sales after calculation, 7 days fast installation of environmental protection without aldehyde
Renovation workers used it, 7 days to install a suite, on the speed of only clothing integrated wall panels, make money fast

In terms of materials, home building materials advertising materials map mainly byBuilding materials photos, plant photos, construction site drawings, post-installation effect mapsThe four elements are rendered individually or in combination.

3、Home improvement home series offline exhibition advertising analysis

Compared with other industries, the home improvement industry will be more inclined to see the reality, all kinds of offline trade fairs are also carried out more frequently. Such advertisements are usually used to guide users to offline exhibitors and to further attract visitors through offline trade show marketing.On-site offers, discounts, applications for large coupons and tickets as the main promotional point。

The time of the exhibition and the number of free tickets will usually be clearly stated in the advertising documents, creating a sense of urgency. Local trade shows are usually targeted to local launches and packaged as local concessions.

Here's the idea:

Beijingers must visit the annual home fair immediately launched, quickly grab free admission tickets!
Regret buying early, Shanghai Home Expo home appliance furniture is actually so cheap, still do not receive tickets to see
Good news! September 6 Weifang Home Expo, burst furniture appliances 50% off, limited to 300 tickets.

In terms of material, such ads are usually presentedExhibition site model room, home real effect map / decoration design effect map / each well-known brand exhibition areaA lively crowd。

Fourth, home improvement industry hot goods

Based on data tracked by App Growing's direct e-commerce version, the home improvement industrySeptember hot push single TOP5 As follows.

Statistics home improvement category, each commodity in9New sales for the month, sorted outSeptember home improvement categoryTop3, a popular item。

The above isSeptember home improvement industry advertising analysis, industry launch reference.

Industry hot letter recommended

How does the homewear industry develop a high conversion delivery strategy?Click at the bottom to read the original text to watchVideo.

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