Halfway through 2024, most household people are not satisfied with the performance in the first half of the year. Under the cycle of weak domestic demand and real estate restoration, the market has put forward new requirements for the operating ability of home furnishing enterprises. In the face of the disappearance of user growth dividends, whoever can open up a new link to acquire customers will be able to seize the opportunity in this traffic battle.
Online channels, especially new forms such as live streaming, short videos, e-commerce platforms, and content marketing, have become battleground. More and more brick-and-mortar stores are cultivating experts in online drainage and customer acquisition. For example, the sales staff of a store outputs 6 short videos in a single month, which contributes to a 60% increase in personal performance; A leading home furnishing brand sold 131 orders through Douyin channels in only 5 days, breaking out a new customer acquisition model of short video grass planting and private domain order expansion.
"Where the customer is, our tentacles will be extended" has become an industry consensus. At the same time, the difficulty and high cost of customer acquisition still plague the majority of home furnishing companies. Can we harness the power of AI to tap into business opportunities quickly and cost-effectively?
On July 30th, SunwayHome held an online press conference - AI Win Sales Conference, and joined hands with excellent partners in the industry such as Volcano Engine, Zhibang Home, Mousse Group and other industry partners to discuss the way to attract customers in the era of short video. At the meeting, the AI full-process marketing customer acquisition tool "Hui Drainage" was released, which was developed by SunwayHome combined with the underlying technology of the volcano engine, based on the pain points of short video marketing in the home vertical industry, providing AI one-stop solutions from idea generation to data analysis, helping brands easily deploy new media and obtain business opportunities efficiently and comprehensively.
PART1
Drainage first: AI mixing and cutting is one to hundred, helping enterprises to accurately expose
In the era of involution, drainage is supreme. With the proposition of answering the question of low-cost customer acquisition, Tang Luotao, creative director of the advertising division of Sunway, introduced how the home furnishing industry can use AI tools to achieve customer grabbing under the trend of short video marketing. Tang Luotao believes that the rise of short video platforms has brought new opportunities to the industry, such as the number of short videos released by smart homes and the number of clues collected by Douyin Home Enterprise Account through short videos are still growing significantly.
So how to achieve the goals of exposure, store arrival, and transaction through new media marketing? Combined with the volcano engine technology, SunwayHome has launched a three-way home drainage solution, including AI full-process services for short video creation, distribution, drainage, customer acquisition and analysis, and greatly improves the efficiency of home short video content production and distribution through Sunway's massive home animation video material library, AI scripts and mixed editing. According to actual measurements, AI mixing and editing can generate 1,000 videos in one minute, and the editing efficiency is increased by 10 times, providing a large amount of material foundation for enterprise exposure.
↑Tang Luotao, Creative Director of the Advertising Division of Sunway, introduced the Hui Drainage Solution
"One of the reasons for the poor traffic of many enterprises is the lack of marketing touchpoints for target customers, resulting in a weak ability to salvage traffic." The large number of materials generated by AI mixing can be bound to brands, dealer stores, employee accounts, etc., to automatically complete multi-channel distribution, and attract traffic for group buying, live broadcast rooms and offline store visits through wide netting and strong exposure.
↑ AI Remix Demo
In addition, the application of AI customer service can achieve real-time interaction and accurate identification of customer needs, effectively improving the conversion rate. Taking a listed home furnishing company in Nanjing as an example, after applying AI online customer service, the opening rate and power setting rate have been significantly improved, the work efficiency has been increased by 2.5 times, and the labor cost has been reduced by 50%.
With the advent of the era of large models, AI technology has been widely used in all walks of life, bringing higher efficiency and innovation capabilities to enterprises. Zhang Jie, Solution Architect of Volcano Engine's Pan-Internet Industry, comprehensively elaborated on the development process, current trends, and application practices of AI large model technology in multiple industries. Zhang Jie pointed out that large-scale model technology has undergone the evolution from small models to transformers models, and is in the stage of explosion at the application level. Citing data from the Deloitte report, he highlighted that 79% of business leaders expect generative AI to drive change in their organizations, and demonstrated the innovative application of large models in industries such as finance, home furnishing, and retail.
↑ Zhang Jie, Solution Architect of Volcano Engine Pan-Internet Industry
In the home improvement industry, businesses have higher and higher expectations and requirements for marketing, and they hope to be able to acquire customers "accurately and efficiently". SunwayHome and Volcano Engine have joined forces, with the help of its large-scale model product capabilities, combined with its own rich knowhow of the home furnishing industry, in the direction of marketing material scripts, marketing copywriting, intelligent customer service, clue extraction, etc., to create a marketing system suitable for the home furnishing industry.
↑ Demonstration of the process of AI generated scripts
PART2
Signing is king: AI dreamers liberate shopping guides and make store signing one step faster
After obtaining clues through this marketing system and attracting traffic to the store, the second step of the store should be to think about how to undertake this wave of traffic and improve the success rate of signing orders in the store. Zhou Zhenhua, a digital marketing expert of 3D Home, introduced the newly upgraded AI Dreamer shopping guide system in his speech on "AI Assists Transfer - Terminal Marketing Breakthrough", which has made a major breakthrough in mobile 3D technology - allowing users to easily view and operate 3D design solutions on mobile devices, and through AI layout technology, a variety of 2D planning drawings of the owner's home can be generated in seconds to quickly select and change products. He pointed out that the work of shopping guide is complex and stressful, and AI Dreamer, as the third generation of sales assistance tools, integrates AI and 3D technology, and significantly improves the efficiency and user experience of shopping guide through a concise and clear design of four major partitions.
↑ Zhou Zhenhua, a digital marketing expert at 3D Home
The application of AI layout technology and real-time rendering functions on mobile terminals will greatly strengthen the terminal service capabilities of AI dreamers, so that shopping guides can quickly respond to the needs of owners and provide personalized design services. With the enhancement of 3D Home's AI capabilities, practical functions such as AI semantic search, AI cabinets, AI demolition and modification, and owner dialogue to digest will also be integrated into AI Dreamer to help stores sign orders faster.
↑ Dreamer AI Layout Demo
AI Dreamer not only simplifies the work of shopping guides, but also provides enterprises with a secure and efficient data management and authorization mechanism by building a data asset center, making it easier for stores and channels to be deployed privately. The National Navigator Program launched by SunwayHome this time aims to allow more people to enjoy a new round of technological dividends, and to create stores that "will make money" by supporting customers to implement the AI Dreamer system without worry.
PART3
What is the role of AI technology innovation in breaking through market competition?
How much does marketing service and information investment play a role in the current home furnishing industry? Zhao Huilai, director of Zhibang Home Furnishing Marketing Information Center, expressed his views on the theme of "New Perspectives, New Ideas, New Future, Unlocking New Forms of Visual Services".
With the development of technology and the change of consumer demand, the home furnishing retail industry is facing the challenge of transformation and upgrading. First of all, a modern showroom must not only have an attractive appearance and a good brand image, but also enhance the shopping experience of customers through digital means. Secondly, product design is the core of the home furnishing industry, and its efficiency, standardization and interaction with consumers have become particularly important. In addition, the comprehensive use of short video platforms expands marketing touchpoints, enhances user stickiness and drives sales.
↑ Zhao Huilai, director of Zhibang Home Furnishing Marketing Information Center
Zhao Huilai said that successful transformation depends on a complete set of infrastructure and technological innovation capabilities. He mentioned that through the 3D cloud design platform and the AI Dreamer sales assistance system, brands can better connect designers, consumers, and shopping guides, and innovate online and offline service experiences, so as to adapt to the rapidly changing market environment.
Mo Yanping, Director of Customized Informatization of Mousse Group's Process Information Center, also shared how enterprises can achieve business breakthroughs and efficiency improvement through informatization and intelligent technology under the situation of involution. She introduced in detail the informatization construction process of Mousse V6 home, from the construction of the integrated system of design and production of 3D home, to the upgrade of 3D Home Design version, and then to the embedding of terminal AI design capabilities, every step of investment has made its product design, delivery capabilities, and marketing capabilities have developed by leaps and bounds.
For example, the implementation of the front-end and back-end integration system has accelerated the terminal design by 300%, increased the efficiency of dismantling and review by 4 times, and the accuracy rate of order splitting was as high as 99.9%, and the order volume increased by 150%.
↑ Mo Yanping, Director of Customized Informatization of Mousse Group Process Information Center
Since the beginning of this year, Mousse Group's V6 home furnishings have also begun to explore the application scenarios of AI dreamers in store terminals. By creating an electronic interactive album for shopping guides, a model room for high-quality sets, a customized display of Mousse Design Center, and seamless collaboration of new product promotion materials, we have established an enterprise data-based content infrastructure, so that shopping guides will no longer be bare-handed if they have divine help.
epilogue
Optimists, pioneers and explorers represented by Zhibang Home Furnishing and Mousse Group have blazed a new trail and created a new benchmark in a complex and uncertain environment. As Mr. Zhao Huilai of Zhibang Home Furnishing said, marketers should not give up in the face of the downward market, but should actively explore and grasp new opportunities to maximize performance.
When AI technology penetrates all walks of life, it also brings revolutionary changes to the field of marketing. AI-empowered short videos will bring more customer acquisition opportunities and market space to the home furnishing industry. With the advantages of efficient drainage, immersive experience and data analysis, we have reason to believe that the smart drainage marketing solution released by Sunwayjia this time will become a sharp blade for enterprises to compete in a new round of market competition.