April is not only the most beautiful day in the world, but also the beginning of the second quarter. As the temperature rises, the industry has entered an active period. For practitioners in the home furnishing industry in Southwest China, a trip to the annual Chengdu Construction Expo will always provide endless inspiration and look forward to the follow-up. And communicating with colleagues is like drinking a bowl of ice powder and feeling refreshed. All hidden worries disappeared in the lively venue.
Of course, Chi was not absent this year. Together with the Chengdu Construction Expo , we hosted the "2023 Digital Smart Marketing Innovation Conference" (Chengdu Station) on the spot, bringing brainstorming materials to colleagues in the southwest region . Speech by five big names + round table discussion, what happened in the collision? And see the summary of this article.
A new round of industrialization in the pan-furniture industry and application of digital tools
Guest No. 1: Wu Zhengzhe. All-China Federation of Industry and Commerce Home Decoration Chamber of Commerce, Executive Secretary-General of the Smart Lighting Professional Committee, Executive Chairman of the Smart Home Expert Committee, and General Manager of Wowan Myjia Marketing Center.
Speech topic: "A new round of industrialization and application of digital tools in the pan-furniture industry"
The new industrial evolution period of the pan-furniture industry has begun. In the past 20 years, the industrial chain has evolved from factories, channels, stores to end consumers. We have followed the logic of the rise of ecology, capital, brand, channel, commodity, and industry. In the next 10 years, it will be the home of ecology, capital, whole house brand, full case service provider, full case product and whole house logic. Wu Zhengzhe's core point of view is that the pan-furniture industry should focus on the upgrading of the whole case, and use digital tools to help the reintegration of various ecologies.
Wu Zhengzhe believes that the original industry category boundaries have been broken, and the mutual integration and penetration between subdivided industries will be further intensified, and the whole case will become the main feature of future sales plans. And in this process, the digitalization brought by a system like my home is a tool for integration, which will accelerate the evolution of the industry. Compared with traditional design tools, I Play My Home is not only a full-case design tool, but also a marketing tool for customer acquisition. Through Wo Wan My Home's intervention, it will help home furnishing businesses expand their living space.
In the era of ChatGPT, how can home furnishing stores build a digital and intelligent global customer acquisition system?
Guest No. 2: Peng Anjun. Founder of Zhina / Dean of Digital Marketing Research Institute
Speech topic: "ChatGPT era, how to build a digital and intelligent global customer acquisition system for home furnishing stores"
The marketing of the home furnishing industry has entered the 5.0 era. 1.0 is sweeping buildings and distributing leaflets; 2.0 is print outdoor advertising; 3.0 is TV and network graphic communication; 4.0 is short video, live broadcast and private domain; and 5.0 is AI-assisted digital intelligent marketing. Peng Anjun believes that the outbreak of ChatGPT has rapidly changed the rules of the digital marketing game, and the home furnishing industry, as a traditional business scenario with complex categories, heavy assets, and dependence on offline, is bound to be rewritten by AI. With the help of advanced AI tools, things that used to require a whole team to complete can now be fully operated by only one person, which means that you will have a lot of "digital employees". The premise of all this is to be good at using AI tools. Next, a Douyin account, a WeChat ID, and a set of digital intelligent automatic marketing tools are equivalent to a store, and the actual operating cost can theoretically be zero. For the specific plan, you can obtain the digital intelligence marketing solution for the home furnishing industry from "Smart Where".
Guest No. 3: Tang Yajie. Actually, the cave business director of the home.
Speech topic: "Cave, Helping Home Furnishing Retail Upgrade"
Relying on the industrial background and platform capabilities of Easyhome, Dongwo has created a digital service platform for the home furnishing industry . According to Tang Yajie, Dongwo has formed a new S2B2C business model for home furnishing products from the three business lines of the whole industry chain platform, the full consumption scene retail platform and the home furnishing cross-border e-commerce platform. In short, through SaaS services such as the store management system, terminal retail system, brand data decision-making system, cross-border e-commerce system, and traffic monetization business platform provided by Dongwo, it deeply empowers B-end stores, stores, and factories. And foreman and designer groups. Consumers at the C-end can obtain a new consumption experience, including online product selection (local cloud home mall), in-store experience, departure decision, in-store service and other multi-dimensional full-scenario retail scenarios.
"Wisdom Where" believes that caves are the first step in the transformation of traditional stores, allowing traditional sales spaces to expand into more business dimensions and further raising the height of the ceiling. With the help of the SaaS model, Dongwo has transformed Easyhome from a store into a business enabler, which brings a new idea to the digital marketing of the home furnishing industry in the same city.
can brick-and-mortar merchants acquire customers globally through Douyin
Guest No. 4: Zhou Lei. Founder of Wizards Carpenter/Dawangye Furniture Board Sichuan New Media Operation Consultant
Topic of the speech: "How to obtain customers through TikTok for home furnishing entities"
How do home building materials stores play Douyin? Zhou Lei gave the answer: First of all, the content can be presented in the form of pictures with text, short/medium video, live broadcast, etc. Secondly, we must pay attention to the choice of content labels to make the works more directional. Therefore, you must continue to create continuously in one field. After a period of precipitation, the system will tag your account to make traffic matching more accurate. Finally, in terms of content and subject matter, it includes but is not limited to expert evaluation, real case shots, material explanation, design explanation, funny humor, factory daily life, etc.
Zhou Lei emphasized that brick-and-mortar businesses must persist in creating if they want to gain customers through Douyin. You can reserve 100 videos first, and then release them regularly at a frequency of 1-3 per day. It is best for all employees of the company to participate, and everyone picks up their mobile phones and learns to shoot and edit. Store accounts are not PGCs (professional content creators), and all of them may become popular, so you need to keep updating real content to continue to gain attention, and do a good job of SEO ( search engine optimization) in the same city .
2023 Baidu Home Furnishing Industry Insight Report
Guest No. 5: Han Zhongqiu. Baidu MEG Sales Business Platform Home Furnishing Industry Senior Account Manager
Speech topic: "2023 Baidu Home Furnishing Industry Insight Report"
China is gradually entering the era of stock housing . The rapidly expanding demand for renovation of old houses and the increase in the penetration rate of hardcover houses will drive the growth of the home furnishing industry in the future. For the whole industry, "packaging" is the trend. For marketing, Han Zhongqiu especially output dry goods from the perspective of content:
Whole house customization - Women's needs are more in-depth. In addition to focusing on brands, quality, reputation and collocation should be emphasized; men pay more attention to design and intelligence, and intelligence is also very popular among middle-aged and elderly people.
Sanitary Ware —Women are more concerned about the use of functions, men are more inclined to design and matching, and the demand for smart sanitary wares among the elderly is increasing.
Ceramics —higher attention paid to brands, followed by materials.
Household appliances - "how to use" puzzles can further enhance users' trust in the brand.
The above industries are for your reference, and other related subdivisions can also be used by analogy. I hope it will be helpful for you to do content marketing.
round table forum
In the final roundtable forum session, the guests discussed the topic of "how to break the circle through digital and intelligent transformation of home furnishing stores" . (Titles omitted below)
Wu Zhengzhe said in his speech that in the past, when brands and distributors opened stores, customers would come to the store to consume, and they would not worry about no business. But now, the former "golden master father" lives online. Then brands and channels must have the ability to make customers pay attention to you again and shake hands again. In this regard, not only a change in thinking is required, but also a set of handy tools to help the transformation . So the choice of tools is very important.
周磊以门店老板的身份，分享了他的个人见解。周磊此前曾在电商赛道耕耘多年，随着线上传统品类获客成本的增加，一度陷入瓶颈。2021年开始运营抖音平台，虽然入局时间略晚，但赶上了流量扶持的末班车，而得益于当时抖音对传统商户的招引扶持，周磊团队在家居内容上坚持了下来，也获得了不错的流量以及转化。而随着账号趋于饱和，同业流量竞争激烈。因此周磊建议：在持续耕耘抖音，坚持做好内容输出的同时，也要积极发现新的流量平台，快速占据红利期。同时，不要只局限在一个平台，而应该多平台间进行流量成本的对比，动态调整来寻找最优解。
要特别介绍的一位圆桌嘉宾是四川家源树贸易有限公司运营总监薛向阳。虽然没有发表主题演讲，但在圆桌环节依然慷慨分享了他们公司运营流量平台的经验。在过去三年中，由于疫情原因很多行业遭遇发展阻碍。而家源树作为多个家居建材品牌的总代理，在没有任何一个业务员的前提下，通过做好抖音矩阵，获取了四川全域超过900家家具厂客户。而接下来要做好数智化转型破圈，要考虑清楚其目的是什么？薛向阳认为，其一是突破时间圈。能用一分钟解决的，就不要花一天时间解决。其二突破空间圈，让县城业态横跨物理空间与省城打通。其三是业务圈，核心要义是做全案整合，增加服务品类和内容，做到一站式服务。
From the perspective of "tools", Peng Anjun shared the possibility of "breaking the circle" of home furnishing stores. His core point of view is that the transformation of digital intelligence requires lightweight and asset-light operation, so it is necessary not only to choose the right tools, but also to be good at using them. Next, a series of AI products with ChatGPT as the divergence point will become a necessary productivity tool for transformation. Every physical dealer owner needs to spend some time thinking about how to use AI and how to use it well.
Southwest China is not only the hinterland of my country's science and technology industry, but also a cluster of home building materials industry. At this Chengdu Construction Expo, in addition to the regular exhibits of various categories, intelligent and digital products further refreshed their sense of presence. While products are advancing with the times, the marketing rules of the industry are also changing. How to use advanced productivity tools to achieve steady performance improvement, even exponential growth, is a common issue facing the entire home furnishing industry.
This "2023 Digital Smart Marketing Innovation Conference" has brought some inspiration to everyone, and Zhinar will deepen the content in this aspect in the future, and provide suggestions for everyone in terms of marketing strategies and tactics.