According to incomplete statistics, more than 100 new domestic slate production lines will be added in 2020. With the popularity of the production field, slate, a new material, has gradually become a hot spot of attention. On the Internet, search traffic for rock slabs has doubled compared with 2019.
At the first Golden Rock Award Ceremony of "One Rock and Nine Tripods National Brand Glory" held on December 24, 2020 and the launch ceremony of the "Top Ten Building and Sanitary Ceramics Brands List" in 2021, the organizer specially invited Baidu Home Foshan to be in charge Pang Yujia was the guest speaker. At the scene, Pang Yujia shared the "Internet User Demand Report of China's Slate and Tile Industry" themed "The Rock Wind Sets Sail", From another perspective, it presents a clear-cut slate industry to the public.
The following content is a transcript of the speech.
Hello everyone, my name is Pang Yujia, from Baidu!
At today's meeting, the guest leaders mentioned many wonderful descriptions of rock slabs, such as a new species and a new trend. Next, I would like to use data to review the situation of the entire industry in the past year from the perspective of consumers.
1 The decision-making cycle for purchasing rock slabs is relatively long
Only from the perspective of consumers can we analyze the changes in user thinking in building materials and other fields. Nowadays, there are many Internet celebrities doing live broadcasts to sell goods, but they are not so popular in the construction and ceramics industry. In the final analysis, consumers have different decision-making cycles for this product because of different categories. Especially for building materials such as rock slabs and ceramic tiles, the overall decision-making cycle of buyers is relatively long.
2 The front-end and back-end information of rock slabs needs to be popularized
When a consumer is planning to renovate a house, he will never look at just one thing under normal circumstances, including decoration, home appliances, sanitary ware, etc.Consumers will operate and search for baths and ceramic tiles at the same time. As soon as slate becomes popular, users will want to learn more about the applications of slate in the fields of furniture, kitchen and bathroom, and smart home appliances at once. In addition to the production side, the information of terminal dealers, furniture dealers, and consumers is actually the same. Therefore, many industry media, including companies/brands themselves, should consider the combination of upstream and downstream content when disseminating rock slabs. , the popularization of front-end and back-end information.
3 Internet searches for rock slabs + large slabs have surged
This is an Internet data report for the construction and ceramics industry. From the first three quarters, we can see that the COVID-19 epidemic has actually had an impact on the overall industry attention. By the third quarter, users’ search volume for “tiles” can basically return to the same period last year. In terms of categories, the traffic of rock slabs has also undergone some changes compared with other categories. In the first three quarters, compared with traditional microcrystalline stone, wood grain bricks, etc., more people will search for slabs and rock slabs on Baidu.
In the first three quarters, the year-on-year increase in attention for large slabs and rock slabs was close to 200%. Such a high degree of attention is incredible. . In fact, the traffic of large slabs is not so exaggerated. The reason for this surge in attention is related to the diversification of application scenarios of slabs. Upstream and downstream, consumers, furniture dealers, and even cabinet dealers are all paying attention to slate. At this time, a large amount of bonus traffic appeared on Baidu. Many brands have actually been using the bonus traffic to increase their own business. More chips.
4 What kind of breakthroughs will there be in the search scope of rock slabs?
The first time I searched for slate, 70% of the content was related to ceramic tiles, and 30% was irrelevant. But after the first search for slate, subsequent searches were basically all related to ceramic tiles. In this related information, we compare slate and ceramic tiles. Users will ask online what this material is? How much? How to sell? Who is doing it? In addition to these, slate has other applications, and it accounts for a very high proportion of these problems, including slate coffee tables, slate cabinets, slate countertops, slate wash basins... these This situation actually did not occur with ceramic tiles in the past, and it is considered a new breakthrough.
5 What is the thinking link of users who pay attention to Yanban?
Looking at rock slabs from the user’s thinking link, first of all there are some core keywords in the middle: rock slabs, ceramic rock slabs, rock slab brands, rock slab manufacturers, etc. Users usually search for these words and then search for them. Search for more information. For example, if a user wants to visit a certain place today, he will first search for how to get there, and after arriving, he will search for what is available in this place... more than once and repeatedly. Through these keywords, you can capture the overall logic of the rock board that most users understand.
If business users are looking for brands online, they will start looking for slates. Who is doing it? Who did well? What are the good brands? As a result, the traffic that the brand is looking for has also increased to a certain extent. After these people have repeatedly searched for slates, in fact, in the end, they still need to find a high-quality partner to cooperate. This is the thinking link of business users.
6 Regarding rock slabs, what are the most frequently searched questions by users?
By comparing the indexes of various keywords, the TOP keywords related to rock slabs in 2020 are basically "How much does rock slab cost"< /span>. Who would search for "How much does rock slab cost?" The first reaction may be that of consumer users, but this is not the case. Those cross-border furniture dealers and customizers usually need to compare the costs of other boards and stones. For a long time, the price of rock slabs has been changing, so users have been searching "how much does rock slabs cost". I believe that in 2021, "how much does rock slab cost" will still be the most concerned thing among users.
7 What is the profile of the users who pay most attention to rock slabs?
In fact, in addition to counting some content that users are more concerned about in 2020, big data will also put various labels on each mobile device to mark different groups of people and different needs. Here you can compare the images of some users who have searched for rock slabs.
Regionally, the first three quarters of 2020The regions with the most searches for rock slabs are Guangdong, Zhejiang, and Jiangsu. In terms of gender ratio, there is not much difference between men and women. In terms of age, the 80s and 90s are the core group of people who pay close attention to rock slabs on the Internet. This is also the core consumer group for home furnishings today.
In addition, Baidu marks the proportion of high-consumer groups, Sandstone is as high as 72%. The reason why Baidu considers it a high consumption is because the data shows that users who follow slate on the Internet are marked as having a higher level of home concepts, life concepts, and spending power.
8 Some suggestions on online marketing of slate slabs
01. If you don’t understand consumer marketing, how can you talk about marketing? Everyone understands the truth, but if you want to understand consumers, you need various data reports and analysis as support.
02. Clearly distinguish between public domain traffic and private domain traffic. These are two different concepts. In different traffic flows, more refined operations and in-depth brand operations need to be done.
03. Use full network marketing. In fact, some brands have taken the lead in filling in Baidu Encyclopedia, Q&A and other content related to slate, and this information will reach a certain amount of users who search for slate, which is equivalent to paving the entire link for incubating users.
04. Plan marketing model. Affected by the epidemic, many brands have begun to shift from offline to online investment this year, and some brands can even directly help store traffic and generate leads. When you begin to realize the changes in the current marketing model, it means that you can no longer use the routines of 10 years ago to expand the market. If you want to be efficient, sophisticated, and low-cost, you need to strengthen your ability to plan marketing models.
Finally, I want to say something: when slate is here, not only people in the home furnishing industry are paying attention to it, but people in the Internet industry are also paying attention to it. Users are paying even more attention to it. When users start to search for "How much does slate cost?" time, proving that the terminal has accepted and considered the value of this material. As a slate brand, it should capture as many users' preferences and cognitions as possible, and have a relationship with users through Internet content, so as to empower the brand.able.
I think this is something that slate must do in marketing in 2021.
——Pang Yujia, head of Baidu Home Foshan
Statement: The above content is compiled based on the forum speech records and has not been reviewed by the guests themselves.
