亚马逊庭院类目季节性增长趋势与TikTok搜索广告新功能解析
亚马逊庭院类目或迎来显著增长
Amazon's Patio Category May See Significant Growth
夏季即将结束，但Jungle Scout Cobalt数据显示，亚马逊的Patio, Lawn & Garden类目仍将迎来显著的季节性增长。除了夏季销售的飙升，Generators & Portable Power(发电机和便携式电源)子类别的销售一般会在初秋和假日季节会迎来大幅增长。
As summer comes to an end, data from Jungle Scout Cobalt shows that Amazon's Patio, Lawn & Garden category is still expected to see significant seasonal growth. In addition to the summer sales surge, the Generators & Portable Power subcategory typically experiences substantial growth during early fall and the holiday season.
例如，品牌Jackery在2022年9月中旬至10月中旬的销售增长近240%，在2022年11月初至12月期间销售增长超过250%。此外，烧烤炉(Grills)预计在黑五网一周末期间还会出现额外的增长，烟熏炉(smokers)的销售或将在假日前夕达到顶峰。
For example, brand Jackery saw nearly 240% sales growth from mid-September to mid-October 2022, and over 250% sales growth from early November to December 2022. Additionally, grills are expected to see additional growth during Black Friday and Cyber Monday weekend, while smokers sales may peak just before the holidays.
自给自足和环保趋势推动利基市场增长
Self-Sufficiency and Eco-Friendly Trends Drive Niche Market Growth
自给自足和环保的户外空间趋势的发展，也推动了庭院、草坪与花园类别内多个利基领域的增长，如蜂养殖用品的销售呈现23%的年增长率并持续升温，蜜蜂箱、电动蜂蜜提取器和蜜蜂防护服等产品在过去90天内收入均出现1000%以上增长。此外，堆肥产品和天然蚊虫防害产品在近期也有可观的销售增量。
The development of self-sufficient and eco-friendly outdoor space trends has also driven growth in multiple niche areas within the Patio, Lawn & Garden category. For example, beekeeping supplies show a 23% annual growth rate and continue to heat up, with products like beehives, electric honey extractors, and bee protective suits all seeing over 1000% revenue growth in the past 90 days. Additionally, composting products and natural insect repellents have also seen considerable sales increases recently.
倩碧品牌使用TikTok全新搜索广告功能
Clinique Utilizes TikTok's New Search Ad Feature
TikTok发布了一项面向营销人员的新功能，允许广告作为用户搜索结果的一部分出现。搜索广告将利用品牌现有的广告创意，在有机搜索结果中显示广告。
TikTok has released a new feature for marketers that allows ads to appear as part of user search results. Search ads will utilize brands' existing ad creatives and display them within organic search results.
根据TikTok引用的一项数据研究，58%的App用户表示他们在该平台上发现了新的品牌和产品，比其他平台的发现率高出1.5倍。TikTok在公告中写道："通过搜索广告调节器，品牌可以将其营销活动的覆盖范围扩大到正在寻找与其业务相关信息的高意向用户，从而提高参与度和收入潜力。"
According to a data study cited by TikTok, 58% of app users say they discover new brands and products on the platform, which is 1.5 times higher than the discovery rate on other platforms. TikTok wrote in the announcement: "Through the search ad regulator, brands can expand the reach of their marketing campaigns to high-intent users who are looking for information related to their business, thereby increasing engagement and revenue potential."
倩碧广告测试取得显著成效
Clinique's Ad Testing Achieves Remarkable Results
倩碧公司为其产品Even Better Clinical Serum Foundation进行了一次搜索广告切换的早期测试，结果显示搜索印象增加了74,000次，转化率提高了441%，点击率提高了51%。根据一项案例研究，活动后的研究发现广告回忆率提高了7.4%，为营销人员提供了有关目标消费者正在寻找什么的更强的洞察力。
Clinique conducted an early test of the search ad toggle for its product Even Better Clinical Serum Foundation, with results showing a 74,000 increase in search impressions, a 441% improvement in conversion rates, and a 51% increase in click-through rates. According to a case study, post-campaign research found a 7.4% improvement in ad recall, providing marketers with stronger insights into what target consumers are looking for.
尽管Meta最近在广告业务上已显示出卷土重来的势头，但通过搜索投放广告，某种程度上可以使TikTok成为谷歌和Meta等巨头更加强有力的竞争对手。2021年，TikTok超越谷歌，成为访问量最大的网站。谷歌也承认，40%的年轻消费者更倾向于使用社交媒体，即TikTok和Instagram等App搜索产品和服务。
Although Meta has recently shown signs of a comeback in the advertising business, the ability to place ads through search could, to some extent, make TikTok a stronger competitor against giants like Google and Meta. In 2021, TikTok surpassed Google to become the most visited website. Google has also acknowledged that 40% of young consumers prefer using social media apps like TikTok and Instagram to search for products and services.
