Moving is often used in our daily lives, and a moving company is a small organization or individual that provides moving services. Most moving companies have their own chauffeured transport and have someone in charge of moving. When the moving industry was just emerging, most of them undertook the functions of moving logistics, goods transportation, etc., with the refinement of the industry, there were subdivision industry attributes such as express delivery, logistics, packaging, etc., and the moving company became a separate subdivision project.
First, the current situation of the market
At present, moving companies have become the only choice for citizens to rent and change houses, housewarming new homes, especially when there are more luggage items, most people will choose moving companies to serve, with the increase in the mobility of the urban population and the frequency of renting houses, moving has become an indispensable part of life services, but it is not easy to find a suitable moving company, many people have experienced sky-high asking prices, disguised charges, violent relocation and other issues, while the moving market is in full swing, The industry is also facing a severe test.
1. National policy support: According to the policy promulgated by the central government, moving transportation is not limited by the number of vehicles and franchised vehicles as industry conditions, resulting in a large number of ordinary freight into the moving industry.
2. Entry status: Compared with other industries, the moving industry only needs to have a car and someone to serve. And the lack of a unified industry standard, resulting in no regulatory approach to the process, which affects the development of the industry.
3. Hot demand: At present, the flow of people and the flow rate in the city are rising, the industry is developing better, and the growth of the downstream industry national model provides impetus for the moving industry.
4. Improvement of scientific and technological strength: With the enrichment of technical means such as artificial intelligence and big data, the efficiency of the moving industry has been greatly improved.
Second, the development of the industry
1. The characteristics of the industry itself: At present, the moving industry belongs to the low-frequency reach industry, and the customer requirements are high, the service customer is satisfied, and the customer can form secondary consumption and word-of-mouth communication.
2. The service system is not perfect: Most of the standards now rely on individuals or the company's managers, and there is no detailed system support for the customer's service process and service rules.
3. Imperfect equipment configuration: Now there are too many categories involved in moving, so that there are more requirements for practitioners, and it is difficult for small enterprises to expand rapidly, and their own profit points are less.
4. Rising costs: At present, the cost of manpower and oil prices is the main expenditure of the company, and in recent years, oil prices have been rising, and more and more people are unwilling to pay physical work, and now labor costs are also rising.
5. Peer malicious competition: At present, many moving companies in the market are not formal, just borrowing other people's licenses or not licensing to engage in moving services, these peers will attract customers at low prices, and then increase prices, and do not get any protection.
6. Brand reputation: brand awareness is relatively weak, there is no independent brand awareness to create.
Third, the current situation of the industry
1. The moving industry is still in its infancy, the rational collation of resources needs to be broken through, and the pain points of the industry need to be boosted by the Internet to achieve good service and low price.
2. Network awareness is low, more is individual or self-employed, relying on geographical location for business development.
3. The quality of their own personnel is uneven, resulting in a poor sense of experience for customers.
4. The shortage of service resources has led to less selectivity for customers.
5. There is no uniform standard for services and prices to be bound.
4. Delivery platform
With the rapid development of the Internet, the competition in the moving industry has also become white-hot, the general nature of personal moving: usually can provide personal moving, article packaging, disassembly furniture, air conditioning transfer, long and short-distance transportation and other services, such as comprehensive moving companies: can provide moving, equipment relocation, article packaging, disassembly furniture, air conditioning relocation, long and short-distance transportation, lifting and hoisting services, some can also provide temporary storage, timekeeping, recycling, furniture and electrical maintenance and other related services, However, the operating region of the two is more obvious. And the target customers are mostly the logistics staff of the enterprise or the family unit. And the customer's focus is generally on the distance, price and cost, whether the credit is reliable, whether it is a professional.
Most of the current customers who move rely on industry websites, small ads in the community, and information classification sites, as well as search engine ads. So the premise of the customer to judge whether it is effective is also the number of consultation calls, in view of the above problems, how should we put search engines
First of all, let's look at the search volume in Sogou search, we can see that the PC side is 1.04 million search volume, accounting for 33.38%, while the mobile search volume is 2.08 million search volume, accounting for 66.62%, through the data we can see that for the moving industry, more potential users are accessible on the mobile side, then obtaining mobile traffic is the main direction of business development. And through the search trends we can also understand that the low season of the moving industry is not very obvious, then the launch needs to have a stable platform for continuous investment.
From the keywords of the customer search, we can see that the main search for the customer is the moving company. Secondly, for moving, then we also need to pay attention to these words when we are launching to drain our website.
Looking at the customer's time search segment, the peak of customer search is 10 am, except for 23 o'clock - 6 am The value is lower than 2500, and the rest of the time the search volume is almost stable, so when we are delivering, our time period needs to be extended compared to other industries, and the exposure time of the brand is increased to obtain customer visits.
Through the demographic attributes of PC customers, we can see that the proportion of men and women is 58% and 42%, 31-40 years old is the main age group of search, and users are young. In terms of academic qualifications, 52% of them are college degrees or above, so such customers are generally the company's logistics managers or clerks.
The proportion of the wireless end of the population attributes has not changed, the age of the main population is mainly 24-40, and the customer education of the mobile phone terminal is mainly high school and above, accounting for 69%. Then we need to reach customers in a more direct way.
5. Delivery strategy
In the proportion of the industry, we can see that the launch of the mobile terminal is the top priority, and 400 million mobile phones are searched by default every day, so that the customer's display exposure increases.
More young and high-quality customers are the main contributors in the moving industry, sogou search users and users in the moving industry have a higher degree of overlap, and the early release of users has a better matching degree.
Most of the advertising styles in the moving industry are presented in intelligent splicing styles and label styles, generally ordinary plus sub-chains, so that they can be directly and clearly classified, so that customers can see at a glance, retain customers faster, and also show the company's professionalism and strength. In addition, services and prices can also be used to attract customers to click. Like the label style placement in the search results of the first page of the position is not limited, the orange text label after the advertising title, compared to the intelligent stitching, the label style highlights the logo, to create an activity atmosphere, causing high user attention, enterprises can flexibly control the time on and off the line, save creative and labor costs, and effectively improve the click-through rate.
The launch of wireless terminal customers is mainly based on wireless super crowns, which dominate the screen and enjoy industry opportunities. It is 2-3 times that of the ordinary style, the brand has a strong sense of substitution, triggering the display with a generic word, and the first display on the home page. Customer budgets pay more attention to mobile investment.
Brand building is also more and more important advertising investment of enterprises, brand landmarks are very good to solve the customer's exposure appeals, the placement is the first place on the right side of the PC search results page, generally is the accurate matching of generic words, brand can be customized words, according to the quarter can display corporate information, 24 hours a day online, click no charge. Users accurately trigger through common words, fully cover the brand potential population, and an exclusive PC side of the right side of the eye-catching position, more easy to get customer clicks. Six-figure carousel, more product display categories.
As the only search engine that can jump to mini programs, Sogou search can directly jump to customer mini programs to increase user stickiness and further improve user experience. Enhance your customers' brand trust.
With the rapid development of the Internet era, the combination of online and offline promotion methods can make our traditional moving industry glow with new opportunities, so that the business is getting better and better, no longer limited by geographical conditions and other conditions.