More than 20million videos have been played in the business list! Why is the reform of Agricultural Academies urged repeatedly?

In the Internet , There is an endless stream of home modification videos , Evaluation 、 Lightning protection 、 Dry goods and other forms can be found everywhere . Now , Home improvement series is popular in Kwai , It is not only favored by young and old iron , It also helps the low pink anchor to attract tens of millions of broadcasts .

1、 Low pink number plays super 3000w+, The old houses on the island have become 90 After the pursuit of the object

6 month 9 Japan , have only 50w+ Fans of @ There is a house by the sea , Through a recorded video of transforming the terrace , harvest 3000w+ Volume and 80w+ give the thumbs-up .

△ Fruit collection · Flying melon fast count - Video data
As early as 5 month 5 Number , That is, at the initial stage of account operation [email protected] There is a house near the sea “ My parents gave me a small house on the island , I'll do the renovation ” Topic gags , Take down 1700w+ Play volume .

△ Fruit collection · Flying melon fast count - Video data
The video content mainly records the decoration of dilapidated houses on the island , And split it into a single plot , As the subsequent updates continue to be linked up .

▲ picture source [email protected] Video screenshot of a house by the sea
Considering that some decoration steps are complicated , But it also needs a fast-paced display of the decoration process , Video when growing up more fine cut in 1-2 minute , It can fully show the content , It can also maintain the fans' interest in watching .

△ Fruit collection · Flying melon fast count - Video analysis
That's it ,@ There is a house by the sea “ Entrapment ” A group of young fans . among ,90 And after 00 After that, the overall proportion is nearly 70%, It can be said to be the number one contributor to the account traffic source .

△ Fruit collection · Flying melon fast count - Fans analysis
Here's the surprise , In the field of home furnishings , There are still a lot of talented people who have passed “ Old house renovation series ”, Not only successfully capture the young group , Still being chased for more . so , The vertical class experts have found a new starting point to delineate the audience .

2、 Super average playback 149.44%, The commercial video has been highly praised

2020 year ,@ Yaya and sister orange are releasing about B & B entrepreneurship in Kwai 、 Introduction to single jewelry and other home life videos , Although the account has a highlight moment , But overall, the heat is not stable .
Until this year 1 At the beginning of , The account is open “ Small yard renovation “ Continuous plot shooting , The whole details and process of decorating the Rural Courtyard were presented to the fans .

▲ picture source [email protected] Yaya and sister orange
The video launch ushered in 200w+ give the thumbs-up , Until now, , The series continues , And many breakthroughs 1000w+ Play volume .

△ Fruit collection · Flying melon fast count - Video trends
Of course , The account has won a warm up at the same time , We have not forgotten to optimize the operation strategy .
According to the video release time of flying melon observation ,20 Years and 21 Year , Account update time is extremely unstable . With the first “ Small yard renovation ” The explosion of video , Most of the account updates will be made in the evening 8 Point or 9 After that , This is also the peak period of fan activity .

△ Fruit collection · Flying melon fast count - Video analysis
This move , It also laid an exposure foundation for the subsequent increase of the playback volume of the account . meanwhile , By changing the form of the plot , Hanging enough fans of the appetite , stay @ In the comments of Yaya and sister orange ,“ to update ” Two words have been nominated the most .

△ Fruit collection · Flying melon fast count - Video comment cloud
It can also be seen from here , The love of fans is beyond words , Even the behavior of account advertising implantation is very tolerant .
5 month 28 Japan , The account is in a video of building a small courtyard garden , Jingdong is inserted APP The advertisement of good material welfare subsidy .

▲ picture source [email protected] Yaya and sister orange
Here's the surprise , Not only did the comment not overturn , They also make fun of ： There is no decoration fee for advertising . And this video , And I have reaped the harvest steadily 2000w+ The amount of play , Higher than the average 149.44%. From this, we can also feel the stickiness of fans .

△ Fruit collection · Flying melon fast count - Video data comparison
besides , The account's fans are not only young but also old , It also shows obvious vertical geographical advantages .
@ Yaya and Juzi directly locate Chengdu , In addition, the introduction and content highlight the personal design of the owner of Chengdu B & B , This has also promoted the attention of local users in Chengdu .

△ Fruit collection · Flying melon fast count - Fans analysis
however , from @ Fans of Yaya and sister orange , The current attitude towards advertising video ,“ sitcom + Want to buy ” In the form of , Not only can the account reputation be guaranteed , It can also imperceptibly occupy the user's mind .
In addition, the younger generation is paying more and more attention to home content , Willing to take the initiative to obtain information sources from e-commerce platforms . therefore , The Kwai home furnishing industry may usher in many opportunities .

▲ picture source -《2021 White paper on China's Internet home decoration consumption trend 》

3、 Household consumption is becoming younger , Fragrance has become a popular good thing

In view of the high cost of living in first tier cities 、“ lay-offs ” Spread 、 Under the pressure of many realities, such as providing for the aged, marriage and childbirth ,“ Homecoming fever ” It has been quietly rising among the young people , It has had a positive impact on the home furnishing industry and the real estate industry in the sinking market .
We know that the Kwai platform has a large audience in third tier and below cities , Plus this year 616 Great promotion ,90 after 、00 After that, buyers increased significantly . This can be used by the home furnishing industry experts and brand merchants , Provide a natural user traffic field .

▲ picture source -《2021 White paper on China's Internet home decoration consumption trend 》
also , The reference report shows , After sales service is included in 90 after /96 One of the consumption selection criteria of the post buyer , This also coincides with Kwai e-commerce “ Real people 、 Real goods 、 Real price ” Value Advocacy of .
Especially this year's new “ Speed up the brand ”, Emphasize the use of extreme trust and services to promote transformation and re purchase . This is for small and medium-sized and even emerging household brand businesses , It is undoubtedly a good time to rise .

▲ picture source -《2021 White paper on China's Internet home decoration consumption trend 》
According to the Kwai Fu 616 Consumption trend report , Fragrance becomes a popular household good thing , This also represents that Kwai Laotie not only pursues cost-effective products , Also began to pay attention to creating a sense of life atmosphere .

▲ picture source - Kwai Kong Electric provider
Just comparing beauty makeup 、 food 、 The three Kwai pillar industries of clothing , The momentum of household niche goods is slightly weak .
Take the data of liquid foundation as a reference ,30 Days. , Although the number of fragrance products and promotion anchors are in “ Vulnerable position ”, But it also represents such small household goods , There is still commercial space to be tapped .

△ Fruit collection · Flying melon fast count - Commodity word analysis
Home scene diversified development , Promote the renewal and iteration of household consumption . Like when ordinary young users handle household chores , Prefer to buy smart home items to free your hands , Improve life happiness index .

▲ picture source -《2021 Smart home trend report 》
For single people living alone 、 Raise children and pets 、 For a specific group of people who support the elderly , While choosing smart home products , The safety factor will be the key factor when they buy .
It's just that for the time being, Kwai , Faced with the constraints of inadequate audience awareness . Like smart door locks , For nearly a month , The sales volume is mainly driven by the head anchor , And the benefits are not particularly significant , There is still a long way to go before the birth of the popular model .

△ Fruit collection · Flying melon fast count - Commodity word analysis
This shows that the home furnishing industry has entered the Kwai , Both opportunities and challenges . After all, household products are different from FMCG , It is difficult to accumulate energy in a short time , The whole operation cycle is long .
Then choose some home furnishing talents with continuous plots , Carry out high-frequency and long-term single product planting , Maybe it can help fans understand the product features .
Then , The brand will accurately position the young group , Show brand differentiation . meanwhile , Take advantage of the holiday hot spots to launch various marketing activities , Encourage users to independently produce content to form two-way interaction , So complete “ Want to buy + harvest ” Logic closed loop of .
Statement ： The pictures used in the text are annotated , The cover of the article comes from the Kwai anchor 【 There is a house by the sea 】 Work interception .