Dongguan Famous Home Furnishing Live Broadcast Base is established. How should home furnishing companies enter the new media?
Abstract: Take the "new media" express and lay out the "new areas" of the furniture industry
Today, traditional business models are undergoing tremendous changes, digital marketing is on the rise, and the value of new media channels is becoming highlighted. For many brand companies, in an environment where consumption growth is sluggish and customer acquisition costs are rising, using new media marketing to achieve brand breakthroughs and break through the circle is a required course for every company.
New media platforms such as Douyin, Xiaohongshu, and video accounts have become important positions for brand exposure, grassroots cultivation, and user acquisition. They are also an indispensable traffic entrance for the sales side. During the just-concluded Double 11, various platforms released "battle reports". Live e-commerce is still an important part, but the trend of "de-heading" is obvious, and "store broadcast" has become an accelerator for the explosion of brand business.
There is no doubt that only by playing with new media marketing can you master the "traffic password" of brand marketing. This year, many business leaders in the Dongguan furniture circle have personal IP numbers.
Personal IP case of enterprise leader
The Organizing Committee of the Famous Furniture Exhibition also organized a series of new media e-commerce activities: the "Our Times" 2023 Home Furnishing New Media Theme Conference was launched in August, and the "Dongguan Furniture Collective Voice Work Conference and Dongguan Furniture Industry New Media E-commerce Development" were held in October. Summit", in November it officially announced the Dongguan Famous Home Furnishing Live Broadcast Base and announced the 2023 Dongguan Furniture E-commerce Live Broadcast Festival offline.
"Our Times" 2023 Home New Media Theme Conference
Dongguan Furniture Collective Voice Working Conference and Dongguan Furniture Industry New Media E-commerce Development Summit
"Unlock the traffic password and leverage the incremental market" Dongguan Good Furniture Douyin Empowerment Training Conference
It can be seen that furniture people have continued to have firm determination and perseverance in the way of brand advancement outside the circle of new media marketing.
Enter live broadcast e-commerce
Famous home furnishing live broadcast base established
On November 10, the Dongguan Good Furniture Douyin Empowerment Training Conference "Unlocking Traffic Passwords to Leverage the Incremental Market" jointly held by Dongguan Famous Furniture Club, Douyin, and MCN organization Xinju.com was held at the Famous Furniture Expo Park, marking the first official announcement of its establishment Dongguan Famous Home Furnishing Live Broadcast Base, and announced the 2023 Dongguan Furniture E-commerce Live Broadcast Festival, taking an important step towards building the Dongguan furniture industry e-commerce ecosystem.
Dongguan Famous Home Furnishing Live Broadcasting Base relies on Dongguan Furniture’s mature system integrating production, manufacturing, exhibition and trade, as well as the leading advantages in live broadcasting of Douyin, Xiaohongshu and Xinju.com, the leading MCN organization in the pan-home furnishing field, to link to domestic leading live broadcasts resources, jointly created Douyin’s official Dongguan home industry belt service provider and Xiaohongshu’s official industry belt service provider.
Dongguan Famous Home Furnishing Live Broadcast Base Rendering
The live broadcast base provides opportunities for home furnishing companies to display products, promote brands, and share industry information through live video broadcasts, celebrity advertising, and multi-platform official cooperation. At the same time, the base also provides technical support, training guidance, live broadcast planning and other services to help home furnishing companies carry out live broadcast marketing activities and enhance brand influence and sales performance.
Mai Huiqing, Secretary General of Famous Furniture Club
Mai Huiqing, secretary-general of the Famous Furniture Club, said at the meeting that the 20-day "2023 Dongguan Furniture Live Streaming E-commerce Festival" will be launched on November 29 to guide upstream and downstream enterprises in the furniture live streaming industry chain to gather in Dongguan and build the Dongguan furniture industry. E-commerce ecosystem. She said that the e-commerce festival is a topic streaming supported by government funds, Douyin official exclusive traffic blessing, Xinju.com live broadcast expert matrix, live broadcast base supporting services, integrating multiple forces and resources to truly help furniture companies have success in the field of live broadcast e-commerce. It is hoped that Dongguan furniture companies will actively participate in the activities that have made breakthroughs and developments.
Ma Yajun, head of Douyin’s e-commerce industry belt
Ma Yajun, head of Douyin's e-commerce industry belt, was also invited to share Douyin's e-commerce furniture and home decoration industry's full-scale business cases, empowering companies to use content and product-driven operations with the "FACT+S" methodology. Through self-operation of positions, talent matrix, theme activities, top Vs and product displays, etc., global user management, global experience improvement, and online and offline linkage are achieved.
Dongguan e-commerce
Strong growth momentum
It is understood that Dongguan is the third batch of cross-border e-commerce comprehensive pilot zones in the country and the third in Guangdong Province. Since being approved in 2018, Dongguan's cross-border e-commerce import and export volume has increased from 15.9 billion yuan in 2017 to 81.862 billion yuan in 2022, with an average annual growth of 38%. The growth rate is gratifying, and it has been among the top in the country many times.
This is a set of data shared by Hou Weijia, chief of the e-commerce section of the Dongguan Municipal Commerce Bureau, at the "Dongguan Furniture Collective Voice Work Conference and Dongguan Furniture Industry New Media E-commerce Development Summit" held in October. The event also invited Yang Gongzi of Douyin's annual MCN organization Wuyou Media Group, Xiong Jiantao, honorary chairman of the China Home Furnishing Brand Alliance, and heads of Dongguan furniture companies such as Chuangyu, Huahui, Wanhengtong, Medi, Changshi, and Yuzhai.
Hou Weijia, Chief of E-commerce Section of Dongguan Municipal Commerce Bureau
Hou Weijia said at the meeting that Dongguan's cross-border e-commerce has a very strong growth momentum, which benefits from the rich manufacturing categories of Dongguan manufacturing companies. Next, the municipal party committee and government will introduce special support policies in the two fields of live streaming e-commerce and cross-border e-commerce.
The first dimension is to establish a live broadcast base in Dongguan. At present, Dongguan has rated 10 demonstration e-commerce live broadcast bases, with a total of about 1,200 contracted brands, about 300 live broadcast rooms, and a total of more than 30,000 people trained. "We encourage the creation of live broadcast bases. The Municipal Party Committee hopes that Dongguan will build a leading live broadcast base, product selection center, and live broadcast room in the furniture category as soon as possible." Hou Weijia said. The establishment of Dongguan Famous Home Furnishing Live Broadcast Base just confirms this point.
The second dimension guides manufacturing companies to use live broadcast and new media methods to sell products and bring Dongguan manufacturing goods to the world. The third dimension is the introduction and cultivation of MCN institutions, so that MCN institutions can serve and feed back manufacturing enterprises. The fourth dimension provides certain support for new media e-commerce summits, live e-commerce events, etc.
New media breaks the game
Need to enhance dimensional awareness and do a good job in content strategy
So, how can the furniture industry do a good job in new media e-commerce? What influential IP representatives and high-quality content creators are there in the current home new media?
"Our Times" 2023 Home New Media Conference
Wuyou Media Yang Gongzi once said at the 2023 Home New Media Conference that the current new media has entered the second half: the 3.0 era. The 3.0 era is the era of industrial new media. For home furnishing companies to find their own positioning in the new industry media, it is very important to have good content and monetization logic.
Mr. Yang discovered that although the brand has built a new media content and live broadcast operation team, it faces common problems such as the balance between topic traffic and brand tone, and the contradiction between home planting and low-frequency consumption that is difficult to convert. How home furnishing business owners convey the design aesthetics of their products rather than just achieve sales has become a hard nut that current furniture brands and marketing teams are trying to gnaw on.
"The inertial thinking in the furniture industry is to be able to keep one's head down and maximize the craftsmanship spirit of the industry." Yang Gongzi revealed that next year the Cyberspace Administration of China and new media platforms may make major adjustments, and home furnishing companies are expected to usher in a "spring" of traffic.
In the face of recent public opinion news related to new media, he believes that the Cyberspace Administration of China is expected to take four major measures: ① cancel low-price and divert e-commerce, and maintain a balance between controlling e-commerce prices and physical prices; ② resolutely reduce the number of individual top anchors and The size of the Internet celebrity economy that brings goods; ③ Strictly control Internet celebrity brands and exaggerated packaging and promotion techniques; ④ Vigorously promote brand self-broadcasting to increase the share of high-quality, high-customer orders and inherited brands.
Wuyou Media Group MR. Yang
So how does the furniture cluster find suitable new media breakthrough opportunities? Yang Gongzi gave three directions for implementation, namely: ① Increase dimension awareness and join the game; ② Reduce dimensionality to standard configuration and collaborate for growth; ③ Content strategy and timely explosion. And analyzed user portraits of furniture content. Faced with the portraits of three major categories of furniture purchasing users: the post-90s generation, those who are “on the market”, those who redesign and improve housing quality, and those who are avant-garde in pursuit of hedonism, how to cater to the needs of young people and create relatively youthful content and culture.
"Producing content is actually an art practice, and this art needs to be precipitated. What we really want to achieve is to make a beautiful human life a reality."
Good furniture made in Dongguan
Speak up for Dongguan Furniture
Dongguan is an important base for furniture manufacturing in China and even the world. After years of development, Dongguan furniture brands are well-known at home and abroad. Based on a complete industrial cluster, it has more than 2,000 furniture manufacturing companies, including mousse, model and other above-scale furniture manufacturing companies. There are more than 400 enterprises, more than 2,000 own furniture brands, and more than 1,000 furniture raw and auxiliary material supporting companies. According to incomplete statistics, the total output value of Dongguan's furniture industry reaches 40 billion.
This year, the first world-class furniture industry cluster has settled in Dongguan. This not only highlights the pivotal position of my country's furniture industry in the global furniture market, but also accelerates the progress of my country's furniture industry from a large manufacturing country to a manufacturing power, setting the stage for global furniture industry clusters. development to create demonstration samples.
Affected by upstream real estate and industry changes, Dongguan furniture companies have made many attempts at digital marketing in recent years, including a series of digital marketing actions such as live broadcasts, e-commerce, and Douyin traffic. This is a general trend and an imperative.
As Fang Runzhong, the initiator of the New Media Work Conference and general manager of exhibition and trade of Guangdong Modern International Exhibition Center, said, "Dongguan furniture manufacturing accounts for most of the market, and good products can go faster through new paths."
Next, Dongguan furniture companies will continue to use the organization and promotion of the International Famous Furniture (Dongguan) Exhibition Organizing Committee to use the form of grouping to expand the industry reputation of Dongguan furniture, allowing each brand to have the opportunity to take advantage of new media The flow outlet is accelerating.
Post time: Jan-03-2024