家居行业品牌矩阵运营评估报告

Industry Overview - The home furnishing industry is characterized by a significant disparity in brand matrix scale, with 72.3% of brands being in the initial exploration stage, averaging only 3 associated accounts [11] - Cross-platform strategies are not yet prevalent, with 37.3% of brands operating on a single platform and 62.7% adopting cross-platform strategies, primarily focusing on vertical integration rather than horizontal expansion [14] - The distribution of home furnishing brands is relatively balanced, with home textiles accounting for 35.6%, home appliances (including smart home) at 33.2%, and hard furnishings at 29.6% [18] Brand Matrix Analysis - Home appliance brands lead in terms of active accounts, with a 90th percentile of 5 active accounts, reflecting their proactive marketing strategies [21] - The top 5 brands in terms of active accounts are predominantly active on Douyin, with Libang having 98.8% of its active accounts on the platform [24] - Home appliance brands also dominate in terms of fan count, with a 90th percentile of 643,133 fans, significantly higher than other categories [30] - The top 5 brands in terms of fan count are primarily concentrated on Douyin, Kuaishou, and Weibo, with Haier and Midea having over 90% of their fans on these platforms [33] Content and Engagement Metrics - Home appliance brands lead in content creation, with a 90th percentile of 199 posts, significantly higher than the industry average of 147 [46] - The top 5 brands in terms of content volume are highly active on Douyin, with Libang and AUX having over 96% of their posts on the platform [49] - In terms of interaction volume, home appliance brands again lead with a 90th percentile of 5,507 interactions, compared to the industry average of 3,990 [62] - The top 5 brands in terms of interaction volume are primarily active on Douyin and Weibo, with Midea and Haier having significant interaction volumes on these platforms [65] Platform Performance - Douyin is the most active platform for home furnishing brands, with a 90th percentile of 6 active accounts, making it the core platform for matrix marketing [25] - Weibo leads in brand promotion, with a 90th percentile fan count of 1.56 million, far exceeding other platforms [39] - Douyin also leads in content creation, with a 90th percentile of 332 posts, significantly higher than other platforms [55] - Weibo and Video Account show strong interaction capabilities, with 90th percentile interaction volumes of 8,087 and 8,044 respectively [72] Case Studies - Zhibang Home focuses on Douyin, with 76.0% of its matrix accounts on the platform, leveraging live streaming and short videos to enhance content appeal and drive sales growth [80] - Cheers adopts a "1+9+N" account system, combining official, self-operated, and dealer accounts to achieve multi-level user reach and conversion [82] - Sophia has built a comprehensive private domain matrix, integrating public and private domains across multiple platforms to enhance brand influence and drive sales conversion [85]