From "going it alone" to "gathering and breaking through"

Guli Media's operation: The Local life Increment Practice of single-brand home furnishing stores and full-house customization brand stores

In the local life market, home furnishing single-brand stores (such as specialty stores for mattresses, sofas, bathroom fixtures, etc.) and full-house customization brand stores often face the pain points of difficulty in increasing sales volume, difficulty in acquiring customers, and unstable costs. As a professional operator of aggregated marketing, Guli Media, through the logic of "integrated placement", breaks through the growth bottleneck by integrating fragmented resources, helping small and medium-sized home furnishing stores achieve "lighten the load and enjoy the growth".

Pain Points

I. Industry Pain Point: The Difficulty of breaking through the traditional "Conventional Placement"

Traditional home furnishing and local life franchise stores often rely on the national advertisements of the brand headquarters, but they face huge challenges in precise local traffic diversion. If a single store opts for independent operation and self-promotion, it usually falls into the following vicious circle:

The budget is small and the risk resistance capacity is weak. The monthly advertising budget for a single store is limited (usually ranging from several thousand to tens of thousands of yuan), which cannot cross the initial learning period of the algorithm model, resulting in slow model learning and difficulty for the system to accurately create portraits.

Narrow targeting and insufficient data samples: The whole-house customization and mid-to-high-end home furnishing industries are characterized by high unit prices and long decision-making cycles. The coverage area of a single store is narrow (usually only within the same city or within a 10-kilometer radius), and the customer acquisition cost (CPA) is extremely unstable and high.

Lack of professional operation capabilities, individual stores often cannot afford to hire full-time short video editors, advertising optimizers and data analysts, and the production of materials is rough, resulting in extremely low conversion rates of traffic.

Strategy

Ii. Solution Approach: The "Aggregated Marketing" model of Guli Media

In response to the above-mentioned pain points, Guli Media has broken away from the traditional mindset of single-store operation and regarded multiple home furnishing single-brand stores and full-house customization stores within the same city (or across regions without competition) as a whole, introducing an "aggregated account" for coordinated operation.

Core logic: The "consolidation of fragmented assets" of traffic assets

Relying on its professional operation team, Guli Media, through the AMS advertising system, provides services for all participating merchants (Merchant A, Merchant B...) Merchant N) establishes a unified aggregation account to achieve a large-scale superimposed effect of materials ×N, budget ×N, and audience ×N.

"Comparison dimension"	Regular single-store placement (going it alone)	Guli Media Aggregation Marketing (Aggregation Breakthrough
Model and Budget	Open an account independently for a single store with a smaller budget. The traffic weight allocated by the AMS advertising system is low due to low consumption. The data return is slow, the model learning cycle is long, and it is easy to fall into a "dead account".	The aggregated account has sufficient funds. Take advantage of the scale of funds to obtain higher-priority traffic exposure within the system. The data from multiple stores is centrally transmitted back, the model runs smoothly within 24 hours, and the advertisements become more and more accurate as they are placed.
Directional range	The target audience is extremely narrow, confined to the vicinity of a single store, and the target group quickly becomes saturated.	Extensive targeted coverage and multi-store collaboration. Intelligent recommendations can be made based on the potential customer profiles of the entire city to maximize the utilization rate of traffic.
Customer acquisition cost	The cost is greatly affected by the fluctuation of single-period traffic, which is high and low and difficult to control.	The overall market can hedge against fluctuations, making it easier to acquire customers, with rapid growth in volume and highly stable conversion costs.

Case Study

Iii. Implementation Case: The Incremental Practice of XX Whole House Customization and Home Furnishing Single Brand Store

In the actual operation, three full-house customization stores and five home furnishing single-brand specialty stores (covering high-end mattresses, modern sofas and smart bathrooms) in a certain area of East China participated in this plan.

1. Merchants move forward with a light load: Return to the essence of service

These 8 home furnishing stores have completely relieved their operational pressure. They don't need to open a separate account or produce materials. They only need to provide a basic advertising budget and a takeover plan. Merchants have shifted from a passive state of "struggling to invest in revenue" to pure "delivery and acceptance parties".

2. Guli Media's full-chain operation actions

• Factory-based material matrix: Guli Media provides high-quality materials such as "real store exploration" and "process disassembly" for different categories including whole-house customization, mattresses, and sofas. Through the "material ×N" matrix distribution, the problem of scarce materials for individual stores in the home furnishing industry is solved.

• Precise target audience expansion: By leveraging aggregated accounts, the data of high-intent groups such as ";new home delivery owners", "old home renovation groups", and "wedding home decoration and wedding preparation groups" are comprehensively integrated, enabling the advertising system to instantly identify and capture high-value customer information.

• AMS system Deep hedging: Real-time "data transmission" and "AD creation" are carried out through the AMS advertising system. When the traffic around a certain store encounters short-term competition, the aggregation account will automatically allocate the budget to other regions or categories to smooth out the overall fluctuations.

Value

Iv. Solution Empowerment: The Substantive Value Obtained by Merchants

Guaranteed profits and controllable costs

All customer information, in-store visits or orders will be settled on a phased basis with Guli Media as agreed. The conversion cost has become extremely stable and completely controllable.

Brand endorsement, breaking through popularity

Through the unified and high-frequency exposure of aggregated marketing, a brand mindset of "local recommendation/big brand collaboration" is established for participating stores, effectively resolving trust barriers.

Increase the in-store rate and fulfillment rate

All efforts were focused on offline one-on-one design communication, high-standard installation and after-sales fulfillment, ensuring the quality of service at the terminal.

Success story

Brand individual stores have shifted from "going it alone" to "breaking through through aggregation"