亚马逊庭院类目旺季增长趋势及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 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。
As summer comes to an end, Jungle Scout Cobalt data shows that Amazon's Patio, Lawn & Garden category will still see significant seasonal growth.
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。例如，品牌Jackerv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%。
In addition to the summer sales surge, the Generators & Portable Power subcategory typically sees substantial growth in early autumn and holiday seasons. For example, brand Jackerv saw nearly 240% sales growth from mid-September to mid-October 2022, and over 250% growth from early November to December 2022.
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。
Additionally, grills are expected to see extra growth during Black Friday/Cyber Monday weekend, while smokers may peak in sales right before the holidays.
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. Beekeeping supplies show a 23% annual growth rate and continue to heat up, with products like beehives, electric honey extractors, and bee protection suits all seeing over 1000% revenue growth in the past 90 days. Compost products and natural pest control solutions 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 launched 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.
根据公告，新广告功能的早期用户已经取得了不错的体验。一直以来，TikTok都在不断扩大对广告商的吸引力，其在搜索广告上的新赌注也不例外。
According to the announcement, early adopters of the new ad feature have achieved positive results. TikTok has been continuously expanding its appeal to advertisers, and this new bet on search ads is no exception.
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。
A cited TikTok study shows that 58% of app users report discovering new brands and products on the platform - 1.5 times higher than discovery rates on other platforms.
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%。
Clinique conducted an early test of the search ad toggle for its Even Better Clinical Serum Foundation product, resulting in 74,000 additional search impressions, 441% higher conversion rates, and 51% improved click-through rates.
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。
Although Meta has recently shown signs of resurgence in its ad business, TikTok's move into search advertising could position it as a stronger competitor against giants like Google and Meta.
