小红书【家装行业】7.26-8.8双周报

小红书内容洞察家装行业双周报效果大客户业务部出品| 2021.8 CONTENTS010203行业数据对比产品功能更新优秀案例参考 家装行业benchmark搜索CTRCPCECPMCVR=表单/点击平均表单成本笔记种草3.65%0.5419.80//私信营销3.04%0.5015.08//表单收集1.59%2.0132.001.47%137.13总体2.16%1.3128.33//发现CTRCPCECPMCVR=表单/点击平均表单成本笔记种草5.08%0.2311.51//私信营销4.72%0.2813.39//表单收集3.15%0.5316.650.23%227.71总体4.86%0.2512.16// 家装行业情况大盘趋势大盘搜索整体呈上升趋势，在本双周末尾升至最高峰。数据取样周期：2021.7.26-2021.8.82021/7/262021/7/302021/8/32021/8/7家装行业query_pv趋势 家装行业搜索pvTop20关键词数据取样周期：2021.7.26-2021.8.8“装修”、“具体房间装修”与装修单品，如“电视背景墙”居于主要地位。“背景墙”、“电视柜”等家具搜索量较大。房间相关的关键词搜索量较高，如“卫生间装修”、“厨房”、“卧室”、衣帽间“等。0100000200000300000厨房装修电视柜厨房卧室卧室装修房间布置装修风格卫生间装修电视背景墙装修搜索量关键词To p 1-100200000400000装修风格简约租房租房改造客厅装修橱柜榻榻米卫生间背景墙儿童房衣帽间搜索量关键词Top 11-20 家装行业情况搜索广告数据取样周期：2021.7.26-2021.8.8*cpc为广告平均点击价格，用消费/点击量；cpl为表单成本，计算公式=消耗/表单数本双周的cpc较为稳定，在双周周末出现峰值后回落至低于之前的水平。本双周的cpc起伏相对平稳，双周末稍有上涨，周末回落。搜索广告投放趋势0.000.501.001.502.002.503.000.0020.0040.0060.0080.00100.00120.00140.00160.00CPLCPC 家装行业情况信息流广告数据取样周期：2021.7.26-2021.8.8*cpc为广告平均点击价格，用消费/点击量；cpl为表单成本，计算公式=cpc消耗/表单数本双周的cpc较为平稳，双周末略有升高本双周的cpl整体波动较大，在周中出现了两个峰值，双周末时回落至初始水平。信息流广告投放趋势0.000.100.200.300.400.500.600.700.800.0050.00100.00150.00200.00250.00300.00350.00400.00CPLCPC CONTENTS01行业数据对比0203产品功能更新优秀案例参考 优质素材搜索广告ctr: 2.0%cvr: 13.3%ctr: 4.7%cvr: 3.9%ctr: 1.1%cvr: 3.3%ctr: 4.3%cvr: 1.4%标题和首图上的文字突出与价格信息。如“免费报价”、“多少钱”、“划算”等；突出能给出的优惠，如“免费设计”、“免费报价”等。封面图片尽量选择时下流行风格的装修成品效果图。ctr: 2.6%cvr: 1.7% 优质素材信息流广告图文素材以大字报+offer信息为主，视频以人物口播/KOL分享、装修案例展示为主，前5-10sHighligt活动重点，吸引用户停留观看；装修设计画面简约、时尚高级、体现独有的装修风格，视频结尾引导点击转化。CTR-2.6% CVR-0.5%CTR-2.8% CVR-0.32%CTR-4.6% CVR-0.12%数据来源：2021.7 综合消耗/CTR/CVR表现优选https://www.xiaohongshu.com/discovery/item/60b5c7fd00000000010296bcCTR-2.1% CVR-0.8%https://www.xiaohongshu.com/discovery/item/60d42dd10000000001028b07https://www.xiaohongshu.com/discovery/item/5fab9489000000000100554ehttps://www.xiaohongshu.com/discovery/item/608a56690000000001029b4cCTR-4.4% CVR-0.31%CTR-3.3% CVR-0.56%https://www.xiaohongshu.com/discovery/item/60376df50000000021034742https://www.xiaohongshu.com/discovery/item/610136dd000000002103ac47 优质素材行业To p展现笔记数据来源：2020-2021 Top曝光笔记笔记链接title阅读率互动率https://www.xiaohongshu.com/discovery/item/60e42a0a0000000021037099告别乱糟糟的客厅，从空间收纳做起！11.0%6.8%https://www.xiaohongshu.com/discovery/item/5f966cb10000000001007213装修该花多少钱，10秒算出你家装修多少钱？3.9%1.5%https://www.xiaohongshu.com/discovery/item/6055661a00000000210385ba装修抄作业｜这6⃣个要点让家里干净的发光10.5%3.9%https://www.xiaohongshu.com/discovery/item/5f041229000000000101f1e0#装修攻略#免费领装修效果图新家提前看1.2%2.1%https://www.xiaohongshu.com/discovery/item/5f34ecbf000000000101c6ef看一看心仪的装修风格，一套需要多少钱？5.4%1.0%https://www.xiaohongshu.com/discovery/item/5f3349b8000000000100051a寻39名幸运业主❗旧房换新装，0元领方案3.0%0.9%https://www.xiaohongshu.com/discovery/item/5e9d570100000000010005382个人住不要太舒服11.4%8.1%https://www.xiaohongshu.com/discovery/item/602689280000000001024c97装修该花多少钱？10s免费出您家装修预算3.1%1.3%https://www.xiaohongshu.com/discovery/item/6018efc6000000000100476850平米小家/一镜到底9.7%4.6%https://www.xiaohongshu.com/discovery/item/5f2d1f6e000000000100087a最新装修报价要多少钱？输入面积在线领报价0.6%2.8%https://www.xiaohongshu.com/discovery/item/5fd9c2e7000000000100015d❤1秒提交户型，2天还你全屋设计方案！6.8%0.9%https://www.xiaohongshu.com/discovery/item/5f3f8c4a0000000001006fb0【索菲亚限时特价】19999元搞定全屋家具2.7%3.0%https://www.xiaohongshu.com/discovery/item/600d13cc0000000001004dda客厅不买沙发，居然这么实用好看35.7%5.3%https://www.xiaohongshu.com/discovery/item/5e219609000000000100660510平米的儿童房这样设计飘窗收纳柜书桌15.4%7.6%https://www.xiaohongshu.com/discovery/item/601a69e60000000001002869装修了三套房子总结出来的45条经验❗不允5.1%27.7%https://www.xiaohongshu.com/discovery/item/60da8b970000000001025aa1浴缸后续来了，进进出出好多次终于还是22.0%0.6%https://www.xiaohongshu.com/discovery/item/5ef051550000000001003ccc装修不花冤枉钱！10秒获取报价让您心中有数2.8%1.7%https://www.xiaohongshu.com/discovery/item/5e35067e0000000001003ee9爆改的52㎡五口之家，邻居来了都不想走！15.8%2.3%https://www.xiaohongshu.com/discovery/item/5e1c4d8800000000010036e2一儿一女的卧室这样设计，孩子超喜欢12.7%6.4%https://www.xiaohongshu.com/discovery/item/603637b40000000001026508room tour 我家的客厅和餐厅11.4%7.1%阅读率：阅读量/曝光量互动率：互动（点赞/评论/喜欢/关注/分享）/阅读量 Thanks效果大客户业务部出品| 2021.8