The author noticed that Pan Home Furnishing Network recently released the "2020 Fifth China Home Furnishing Ranking·Pan Home Furnishing Top Ten WeChat Influence List". IKEA Home Furnishing, Shangpin Home Delivery, Weiyi Customization, Sofia Cabinet Customization Experts, The top ten pan-home furnishing brands including Quanyou Whole House Customization, Tubatu Decoration APP, Oppein Home Experience Center, Fuana Artists, NITORI Furniture and Home Furnishings, and Jiumu Kitchen and Bathroom ranked 1-10 on the list.
Careful ceramic builders will definitely find that there is not a ceramic tile brand among the ten well-known home furnishing brands on the list. In other words, In the 2020 “WeChat Official Account Brand Marketing Test” in the pan-home furnishing field, the building and ceramics industry has had zero success; it lags behind with It belongs to the sanitary ware industry in the ceramic category.
Of course, in terms of the top ten most influential WeChat accounts for pan-home furnishings, the building ceramics industry not only failed to make any gains in the "2020 Fifth China Home Furnishing List", but also ranked in the "2016 First China Home Furnishing Ranking" to " The 4th China Home Furnishing Ranking in 2019 also failed to achieve ideal results; the highest-ranking ceramic tile brand was in the 2018 4th China Home Furnishing Ranking·Pan Home Furnishing WeChat Influence ListMarco Polo Tiles ranked 11th, followed by Dongpeng Tiles ranked 13th and 14th respectively (WeChat public account name "Dongpeng Ceramics 1972") and Mona Lisa Ceramics (WeChat public account name "Mona Lisa Group").
It is understood that in the fifth "China Home Furnishing List·Pan Home Furnishing WeChat Influence List" from 2016 to 2020In the selection, Pan Home Furnishing Network was based on WeChat public account publishing frequency, reading volume, number of likes, functional services and other multiple dimensions. Based on the comprehensive index derived from the standards, the influence ranking of WeChat public accounts of pan-home furnishing brands was obtained. It can be seen from this that the selection of this list is not based on reading volume as the only criterion.
But if we only consider the number of readings, what is the influence ranking of ceramic tile brands’ WeChat public accounts?
With curiosity, the author carefully checked the WeChat public accounts of some ceramic tile brands that are among the most read in the building ceramics industry(This is an incomplete statistics, You may miss some ceramic tile brands whose WeChat official accounts actually do very well), list one by one the headline articles (including pictures or videos, only One article is counted as the headline, and more than one article is counted as the headline) (as of 15:00 on January 21), and the average reading of 10 articles is calculated. The specific situation is as follows:
1
Guanzhu Ceramics WeChat Official Account
Type: Subscription Number
The reading volume of headline articles in the last 10 issues are 5309, 2649, 1747, 1699, 4420, 1787, 2364, 6158, 4464, and 2204 respectively, with an average reading volume of 3280.1.
2
Bighorn Deer Super Wear-Resistant Marble Tile WeChat Official Account
Type: Service Account
The readings of headline articles in the last 10 issues are 2454, 2609, 4367, 3462, 3622, 3321, 6036, 2772, 4008, 3232 respectively, with an average reading of 3588.3.
3
Hongyu Ceramics WeChat Official Account
Type: Subscription Number
The readings of headline articles in the last 10 issues are 1760, 3135, 9414, 3563, 2867, 2210, 6415, 1125, 6342, and 1441 respectively, with an average reading of 3827.2.
4
Oshennuo Ceramics WeChat Official Account
Type: Service Account
The readings of headline articles in the last 10 issues are 2128, 1234, 3177, 2478, 10,000, 4776, 5928, 1631, 3462, and 5560 respectively, with an average reading of 4037.4.
5
Marco Polo Ceramics WeChat Official Account
Type: Subscription Number
The readings of headline articles in the last 10 issues are 1404, 7234, 1856, 4731, 3553, 12,000, 1503, 8793, 1561, and 4485 respectively, with an average reading of 4712.
6
Dongpeng Ceramics WeChat Official Account
Type: Subscription Number
The reading volume of headline articles in the last 10 issues are 7005, 6655, 3350, 8048, 2650, 7171, 6506, 2997, 4442, and 3879 respectively, with an average reading volume of 5270.3.
7
Jinyi Ceramic Tile WeChat Official Account
Type: Service Account
The readings of headline articles in the last 10 issues were 8500, 5465, 8084, 4620, 5495, 7402, 4823, 5825, 3163, and 2641 respectively, with an average reading of 5601.8.
8
Mona Lisa Tile WeChat Official Account
Type: Subscription Number
The readings of headline articles in the last 10 issues were 4024, 3143, 16,000, 6094, 6631, 3187, 5041, 4591, 5649, and 6576 respectively, with an average reading of 6093.6.
9
Nobel Ceramics WeChat Official Account
Type: Service Account
The readings of headline articles in the last 10 issues were 16,000, 11,000, 7399, 7010, 11,000, 2530, 16,000, 7088, 11,000, and 12,000, respectively, with an average reading of 10102.7.
10
Jianyi Marble Ceramics WeChat Official Account
Type: Service Account
The readings of the headline articles in the last 9 issues (only 9 issues are counted because one issue was deleted) are 14,000, 10,000, 9246, 16,000, 10,000, 13,000, 10,000, 9515, and 11,000 respectively. The average number of reads is 11,400.
Looking at the above data - in the last 10 issues of WeChat public account headlines, the ceramic tile brands with the lowest average reading volume have reached 3,000+, and the highest ones have even exceeded 10,000+. Combined with the special attributes of the building ceramics industry - ceramic tiles are low-attention products. , the 10 ceramic tile brands listed in this article can be regarded as the veritable WeChat public account marketing leaders in the building ceramics industry.
WeChat official accounts have the advantages of efficient arrival, word-of-mouth effect, and strong interactive atmosphere in brand marketing. In this sense, the high reading volume of the ceramic tile brand's WeChat official account has a very positive effect and significance on its publicity and promotion. In particular, some brands have set up a barrier-free communication bridge between manufacturers and terminals by opening service functions on WeChat public accounts, allowing brands to directly reach users' minds; there are even a few brands that rely on the influence of their founders in the industry. In addition to successfully creating unique brand IP and founder IP, the influence has been further enhanced (see the article "This kind of marketing reaches directly into the minds of consumers, it works! But few ceramic companies understand" for details).
Some people may say that the construction and ceramics industry has such low attention. Fans of ceramic tile brand WeChat public accounts are mostly headquarters staff and dealer owners and their employees, with few real consumers. Such brand promotion is of little significance. But isn’t influencing the dealer group one of the main purposes of ceramic tile brand marketing? The high reading volume of such a WeChat public account at least shows that its dealer fans have strong cohesion and high stickiness with the brand. What's more, there are many dealer owners and their employees who forward the WeChat public account tweets of the brands they have joined to their Moments and even point-to-point to potential customers, effectively playing the role of direct communication with consumers.
Of course, for ceramic tile brands to truly play the brand marketing role of WeChat public accounts, the author believes that the prerequisite is to make good content and put an end to self-pleasure; Hi is exactly the current situation of many ceramic tile brands, which needs to be changed urgently.
Author: Zen Can
