Jiangsu Haian: Furniture production value utilizing Pinterest to drive traffic increased by over 26.5%

Jiangsu Haian is known as the furniture hometown of eastern China. According to statistics, the export output value of furniture companies in the first four months of 2021 exceeded 136 million yuan, an increase of over 26.5% compared to the same period last year.

From distribution model to brand website

Brant is an independent seller in Jiangsu Haian. He has been operating an independent website for six years. In the early days, he used a distribution model and focused not only on furniture products, but also on selling popular products. However, he found that his business was declining due to relying on advertising for a long time.

Therefore, in search of a way out, Brant turned his attention to the advantageous industry of his hometown - the furniture industry. Haian has many furniture export companies, and through introductions from relatives, he found a reliable supplier and gradually shifted his focus to operating a furniture brand website.

Refined operation: Pinterest drainage

Brant found that his hometown is a source of low-cost furniture with a stable supply chain, which gives him a huge competitive advantage. His main target market is still the United States.

Brant made great efforts to obtain traffic on the brand site and chose Pinterest as the main traffic platform. According to the data, as of 2021, Pinterest has over 478 million monthly active users, a 30% year-on-year growth, with higher usage rates than social apps like Twitter, LinkedIn, and Reddit. Unlike Instagram, users on Pinterest are more inclined to actively search for content they are interested in, and the number of shopping-related posts has grown by over 200%.

Brant pointed out that when driving traffic on Pinterest, attention should be paid to the titles of posts because users discover products through keyword searches. For small and medium-sized sellers, this is a relatively friendly platform. He also suggested categorizing posts and products of the same type or theme into the same board, which helps users find content they are interested in and can enhance sales through product combinations.

Future Trends

For the operation of furniture brand sites, Brant believes that refined operation is the key. He believes that although it is difficult, as time goes by, the operation of brand sites will become broader and broader.

Statistics show that furniture enterprises in Haian, Jiangsu achieved significant growth in the first four months of 2021. This achievement is attributable to the advantages of the furniture industry and the efforts and innovations of the sellers. It is expected that the development of furniture brand stations in the future will further strengthen and inject new vitality into the local furniture industry.