Express new marketing potential, how can we lend a huge amount of engines in the book and pursue it?

For many businesses, the difficulty of making bigger promotion is rising.

This is not to say that consumers are no longer keen on promotion, but as more and more brands pay more attention to promotion, and after more ideas and gameplay, the exposure and transformation of merchants are facing greater tests. Nowadays, consumers will not be "wild shopping" because of the price reduction of 618. They will pay more attention to the experience, refer to the trials of the expert, and are more inclined to change the consumption of interest guidance.

This change reveals that the merchant, although the traditional crowd label is still the basis of Internet marketing, the more accurate demand for insight is a must -have. The label should be innovative, the tools must be upgraded, the means should be matched, and everything in the era of refined marketing is changing.

As a representative brand in their respective fields, in the process of 618 this year, through the marketing capabilities of the huge engine, the Douyin platform has created a high -precision and full -loop marketing case. From the first line of experience, the re -inventory of these two brands may bring new understanding of marketing to more merchants and brands.

Following the copy & pursuit: from high -quality products, to precise users

Consumers are both the starting point of marketing and the end of marketing.

This also means that the brand's insight into consumers must be in -depth, and it must have high -quality products and more efficient reaching methods. These are the prerequisite for marketing conversion.

Fighting and pursuing their own leading positions in the industry in the industry, and the smart home appliance industry, and also created a unique explosive product. Therefore, a big node such as 618 is a "promotion" of marketing for them.

Guo Renjie, the person in charge of the marketing of technology in China, said: "Pursuing the 618 core strategy on Douyin, summarize in one sentence, is the big event of 'big day'." The promotional marketing that is looking for has the characteristics of mature brands, and the pursuit of multiple effects on exposure, transformation, and long -term retention is more clear.

From the perspective of such brand marketing, when marketing has reached a certain amount, the direction of demand from "more" to "fine" is also more prominent.

The in -depth layering of the huge cloud map according to the user attitude provides a idea for precision marketing of the brand. Liu Liang, the person in charge of the huge engine market, said: "A3 is very important because it has been fully touched by the brand, and the conversion rate of the A3 population is up to 25 times. It may be purchased in the next 55 days. "

As mentioned by the copy and pursuit, during the entire 618 marketing period, the exposure and accurate people reached at the same time. For example, Guo Renjie, the person in charge of the marketing of technology in China, mentioned that the assets of 5A crowds have accumulated 160 million during the 618 period. It is found that the official brand account may even have brand stickiness beyond the A5 -level population.

With such insights and attempts, brands can use more means and tools to form a set of play in the vibrato ecology. For example, the commercial cooperation of the media, "Whether it is IP cooperation, resource packaging and sale, investment cooperation, or picking up orders on the platform by star map masters, it is a better integration of the advantages of both parties." Wu Xiaowei, head of the public relations team of quantitative engine.

The source of marketing can be both high -quality products or scenes. The key is to seize user interest points. In the process, the content of the Douyin content has accommodated the marketing link, and the huge engine is the marketing hub.

From the perspective of the following and pursuit, the deep cultivation and innovation of the industry and products ensure that it has a significant competitive position in the industry. To do a good job of commercialization, brands must take the initiative to output high -quality products to precise users. The middle insights and tool applications are essential.

New window of interest e -commerce, huge engine as a pusher

"This year, the entire industry is also facing some challenges. There may be two points at the core. The first is because the industry is relatively hot, especially like the category like floor washing machines. Three hundred. Attracting a large number of new brands and the end of the big brand, the entire industry has become relatively crowded. The second is that some time ago, the instability of the epidemic may cause some merchants to be greatly challenged by the supply chain ","

Guo Renjie, the person in charge of the marketing of technology in China, summarizes the industry problems that are observed in both aspects of the field. Shen Donglai, co -founder, also believes that the popularity of the consumer goods market has made more and more homogeneous products.

"Your selling point is very sharp, your pain points and demand matching are already very high. But there will always be a brand that has a higher match and demand than your match, or its selling point will be more acute." Shen Dong said.

It is in this context that the problem of rising traffic saturation and rising costs has plagued many businesses. From the perspective of pursuit and chasing, the 618 major promotion is undoubtedly a good opportunity to reach the user just needed. The key to using this good opportunity is to find your core users. These core people not only have high potential, but also have a deep physical sensation for the brand. They are natural carriers from product marketing to brand -shaped.

In other words, core users not only simply consume products, they are also values ​​and life concepts of consumer brands.

In May of this year, Douyin e -commerce proposed the positioning of "full -area interest e -commerce" to optimize the short video and live broadcast content recommendation scene as an anchor point, extending the search and malls such as search and malls. The concept of the whole region is wider. For the brand, to seize this opportunity to create a window for the brand's full -scale output, it may be more important than the promotion of marketing. The creation of positions is reflected in many aspects. For example, there are four major product lines, the use scenarios are different, and the information and business carrying capacity of a single live broadcast room are limited. Therefore, the pursuit of choosing a live broadcast room matrix.

After completing the layout of the position, the pusher of the huge engine is used. Regardless of the industry, volume, and budget, brands can use huge engine marketing tools, gameplay and solutions to find the most suitable path. All this is based on the super traffic of the Douyin market. Inside the vibrato ecology, the anchor of interest is analyzed through user behavior analysis, and the integrated marketing link from planting grass to grass.

In addition, this marketing path has two overflow effects. The first is that the brand has determined the accurate interest group, and it can also nurture the brand's preparation of the production end. Experience accumulated during the promotion period will be guided for a long time to guide production and operation. The second is the marketing income based on grass planting and transformation as the core. Relying on social communication to other platforms, it brings a more comprehensive and long -term exposure to the brand.

Therefore, on the one hand, the brand can rely on the full -link marketing of the Douyin platform and the huge engine, and on the other hand, optimize the brand's full link from the supply chain to the end of the terminal population. The collaboration between the two brings a win -win situation and also created fun and value for consumers.

"618 this year's total length of the live broadcast last year and the number of merchants have increased significantly. The total length of the live broadcast has reached more than 40 million hours, which is 1.4 times last year. The number of merchants has increased by 159%year -on -year. The amount exceeded 100 billion, proved that more and more merchants began to pay attention to Douyin's position operation. They not only regarded Douyin as a channel for promotion, but really regarded it as a platform for e -commerce operations. "A huge amount Liu Liang, the person in charge of the engine market, said.

From the perspective of performance, the use of Douyin ecology and marketing tools has been deepened, which has given other brands of reference value.

Open the marketing ideas and leverage the value of the crowd assets

During the resumption, Shen Dong, the co -founder of the book, mentioned an objective existence but often ignored: "Every UV in the live broadcast room is bought by money."

In actual operation, most brands know the importance of advertising drainage, but first of all, after drainage does not pay enough attention to transformation, second is that there are no "crowd assets" that they spend money, especially for brands and brands and brands and brands and High potential users of products are interested in. Without these front conditions, it is impossible to talk about later reuse. There is no enough value feedback to each UV.

The deep -seated mining of the value of crowd assets may be the focus of the brand's focus in overall marketing.

The pursuit is also aimed at deep value in the collaboration between public and private domains. Public domain marketing is new, the width of the expansion content, and broaden the assets of brand population; private domain marketing is transformed, and the depth of the flow is deepened by accurately reached the high frequency with precise users.

In fact, the content and marketing ecology of Douyin's full link was originally included in public domain communication and duplicate private domain. It is mentioned that because the unit price of the product is relatively high and the purchase barrier is relatively high, there may be 10 or 20 repeated reached by some customers.

Whether it is a key node or more common daily operations, the operation of the old customers and the conversion of new customers are carried out simultaneously. In the Douyin ecology, the launch of "shake+" can serve it as a large -scale engine.

In the final analysis, crowd assets come from the scientific classification and screening of the brand's initial interest in the crowd and their labels. Technology may help brands better serve different people, but brands must know what they need.

Guo Renjie, the person in charge of the marketing of technology in China, said: "We found that Douyin e -commerce as an interest e -commerce platform, the most important thing in the long run is the accumulation of crowd assets. Interested, finally buy? In fact, if there is no good early accumulation, it is actually difficult to achieve the last outbreak. There must be a short -term business to change the perspective of long -term operation. "

A product that is attractive enough, a Big DAY detonation point, a closed -loop link, and a number of different marketing tools that focus on different target users. Successful long -term marketing is indispensable. Do you really do all this, why is there no good ROI and GMV performance in the brand.

618 ended for a period of time, but the pursuit of and following the experience of long -term digestion from great promotion and daily marketing. For more brands, when Douyin and huge engines have provided sufficient conditions, it is time for brands to open vivid cases and find new ideas for marketing people and ideas.

- END -