Kuaishou Home Furnishing Experts exceeded 100,000: Scenario-based sales have become a new trend in content
Recently, the number of home furnishing vertical experts on Kuaishou platform has exceeded 100,000, marking the rapid rise of the home content ecosystem. Behind this phenomenon is the user'sScenario-based goodsThe surge in demand and the platform's continued increase in vertical fields. This article will combine the hot data of the entire network for the past 10 days to analyze the causes and future direction of this trend.
1. Home vertical data growth: the number of experts and GMV exploded
| index | Q1 2023 | Q1 2024 | Year-on-year growth |
|---|---|---|---|
| Number of home vertical experts | 42,000 | 103,000 | 145% |
| Home GMV (billion yuan) | 38.6 | 92.1 | 139% |
| Scenario video proportion | 32% | 67% | 109% |
2. Three core features of scene-based sales
1.Immersive experience: Experts show the application of home products in real scenes through "one-small mirror to the end", such as "small apartment renovation" and "home rental artifact" and other theme views increased by 80% month-on-month.
2.Solution output: The content focuses on user pain points, such as the completion rate of tutorial videos such as "500 yuan to create an ins-style balcony" reached 75%, which is significantly higher than that of ordinary videos selling goods.
3.Emotional resonance triggers: Through emotional labels such as "parent-child home" and "good things for young people living alone", the user interaction rate has increased to 12.8%, which is 2.3 times that of traditional products.
3. Hot topics and hot products cases
| topic | Number of views (billions) | Representative Expert | Typical products |
|---|---|---|---|
| "Home Artifact" | 4.2 | @Storage expert | Folding storage box |
| “Old Things Renovation” | 3.8 | @DIY old house renovation | Wall refurbished stickers |
| "Smart Home" | 2.9 | @Technology Home Review | Automatic curtain motor |
4. Platform policy and technology empowerment
Kuaishou is launched recently“Home Creator Growth Plan”, providing traffic support, product selection database docking and 1-to-1 operation guidance. At the technical level, AI virtual scene construction tools have covered 60% of waist experts, lowering the threshold for content production.
5. Future trend forecast
1.Vertical segmentation deepening: Sub-track tracks such as children's rooms and aging-friendly renovation are expected to grow by 200% this year;
2.Cross-category integration: The combined sales of home appliances and home furnishings will exceed 35%;
3.Technological innovation: The AR real-life trial installation function may be fully opened in Q3, and the conversion rate is expected to increase by 50%.
The explosion of home vertical category has been confirmed"Content is shelf"new retail logic. As scenario-based content becomes the standard, the competition between experts and brands will enter the stage of refined operation. Whoever can respond to users' "life proposal" needs faster will be able to gain the lead in the 10 trillion home furnishing market.
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