On December 10th, the huge engine of Bytedance's integrated digital marketing service platform released the "Foresee the Future·Home Period has Arrived-2021 Douyin Home Ecology Annual Report", which provides insight and analysis of changes in the needs of home consumer groups, the growth of home furnishing masters, and changes in home ecological content from a global perspective, bringing new ideas and new trends to the future development of the home furnishing industry.

The report divides the whole category of home furnishing ecology into six categories: home improvement, home building materials, furniture, home textiles, large appliances, and small appliances. There are more than 8.3 million creators, and nearly 270,000 home furnishing creators, and the number of creators has shown a rapid growth trend. The creative content is diverse and the styles are very different.

Enterprise number

In particular, it is worth noting that from September 2020 to September 2021, the number of home furnishing enterprise accounts increased by 191% year-on-year, and the total amount has exceeded one million.It can be seen that the enterprise number is becoming a new position and main position for home building materials companies and brand marketing.

When further analyzing the growth of various categories, the growth rate of the number of enterprises in the main materials of home improvement, including doors and windows, reached 113%, ranking 4th.

Door and window brands and companies are also actively entering the Douyin platform, establishing official accounts to occupy a reliable position, and starting to deepen content delivery, vigorously expanding Douyin as a marketing channel and accumulating fans.

content

In terms of the performance of home content, the volume of creative content has increased rapidly, and at the same time, users' attention and recognition of content quality are also increasing.

The main manifestation is that from January to September 2021, compared with other data in the same period, in the interactive scenes of home content, user likes increased by 20% year-on-year, comments increased by 50% year-on-year, and sharing increased by 113% year-on-year. The interactive behavior was significantly improved synchronously, and the interactive scenes continued to strengthen, from likes, comments and sharing to live grass planting.

Live broadcast

In terms of live broadcast performance, from January to September 2021, the number of home live broadcast views exceeded 150 billion times, an increase of 152% year-on-year, and the length of time users watched the live broadcast and the interaction between the live broadcasts also increased rapidly.

Judging from the live broadcast start rate, categories with higher unit prices and repurchase rates such as home textiles have increased significantly.The start-up rate of the home building materials category where the doors and windows are located has declined slightly, and the length of the live broadcast is not high, but the length of time users watch the live broadcast has increased by 235% year-on-year, and the user's extremely high attention completely exceeded expectations.

The poor performance of the start-up rate and duration may have a lot to do with the high unit price of building materials products such as doors and windows and the low repurchase rate.In addition, professional installation services are required for door and window products, and the follow-up service process of online ordering needs to be connected and coordinated with the live broadcast in order to eliminate the worries of users placing orders.

But in general, the user attention and live broadcast space of door and window building materials products are very large, which needs to be tapped.

user

Judging from the results of the report, from January to September 2021, 360 million users were interested in Douyin's home content, an increase of 10% year-on-year.The number of fans interested in home content is constantly growing, which is complementary to the rising number of home content releases and the number of home creators.

Statistics are based on users who have liked home content more than 5 times as interested users, and the proportion of users who have liked home content more than 5 times is 60%.Interested users' attention to home content is no longer to like or swipe, but to complete the playback and follow the creator at a deeper level, and even show it as an active search behavior.

The search popularity of home building materials where doors and windows are located ranks fifth, but the growth in the number of users ranks third, which has more room for development than other categories.

User preferences

In terms of user portraits, female users account for 55% and are still the dominant force, but male users have increased from the same period in 2020 to 45%, and compared with female users, they are more concerned about home textiles and small appliances, and male users obviously prefer home building materials products.

In terms of age, users aged 24-40 are loyal users of home improvement building materials, and young consumer groups have risen.This kind of young users will own or are decorating their first home, have unique ideas and ideas, and in order to create an ideal environmentally friendly and healthy home environment, they are more willing to learn about and pay attention to home improvement building materials from the familiar social platform Douyin.

Looking at the full text of the report, it is consistent with the release trend of Youju mentioned earlier. Digital marketing is already a new competitive track in the home furnishing industry.As one of the new channels of digital marketing and an important track, Douyin is no longer a question of whether brands and companies should consider doing it, but how to dig deeper.

As an important sub-category of home improvement building materials, doors and windows need to compete with many enterprise accounts, try to cooperate with outstanding creators, produce high-quality content, convert public domain users into private domain fans, connect with online live broadcasts to solve users' worries about placing orders, and get closer to young consumer groups. It is possible to win from this marketing channel.

There will be more changes and development trends in the future, and the door and window industry still needs to repair its internal skills to embrace changes.

*Source of related information and pictures: Huge amount of arithmetic