Meng Xianglong: Be alert to the pseudo -Yuan universe, the Yuan universe+should create an incremental market

On July 27, the 2022 Golden Mouse International Digital Marketing Festival opened in Beijing. As a key issue of the conference, the Yuan Cosmic Marketing Symposium with the theme of "Long -term Panorama" was held at the same time. Mr. Wu Xiaoming, executive chairman of the Marketing Contest, chaired by Mr. Song Chenyao, general manager of the NetEase Media Marketing Management Center, Fang Lijun, co -founder/Executive Chairman of the Golden Mouse Digital Marketing Contest, Chen Gang, Dean of the School of Journalism and Communication of Peking University Chang Meng Xianglong and other cross -border marketing experts from the brand, agency companies, and third -party research institutions, and academic leaders, jointly have a profound change brought about the marketing of the Yuan universe marketing, and how the company has conducted in -depth in depth of the Yuan universe marketing Ideological collision.

At the meeting, Meng Xianglong, as an expert representative of a third -party research institution, combined with the industrial research and new marketing and new media ecological combat experience of the Schurto Yuan Universe Research Institute, shared his insights with the guests.

At present, the rapid development of Internet technology has promoted digitalization, online, and scenarioization of marketing. The depth of the world's active effect on the real world of the virtual world is just needed to push the Yuan universe to the forefront. As a digital living space with a new social system, it provides more opportunities for the public to get more fresh experience without leaving home, and it also provides more possibilities for the development of innovative marketing activities.

The "2022 Yuan Cosmic Industry Trends Report" issued by the Suluyuan Universe Research Institute mentioned that it was alert to the "pseudo -Yuan universe". Those who do not empower the industry and do not create an incremental market may be the "pseudo -Yuan universe".

For enterprises, the Yuan universe is not the market for the inner volume, but the incremental market

Meng Xianglong believes that the Yuan universe is a new scene. How to achieve effective Yuan universe marketing is a new topic. First of all, with the concept of the "Yuan Universe", the incremental market of the marketing industry comes. He takes Moutai to register the Yuan universe trademark as an example. In the future, users may not be users who drink Moutai, and they may be new users in the Yuan universe market.

The core feature of the Yuan universe is to allow enterprises to have social genes. Whether it is digital collections or issuing NFT (intangible homogeneous tokens) abroad, it is difficult for companies to have social genes in the past, but NFT/Digital Collection has become a natural social currency. The opportunity for effective and stable IP operations. In the Gen Z group, the first impression of the company may not be a product, not a leader, but a virtual idol and virtual spokesperson they recognized.

The "2022 Virtual Human Industry Research Research Report" released by the Suluyuan Universe Research Institute shows that the current virtual human content market structure mainly comes from content revenue, live reward, and IP implantation. The business model of IP derives is gradually mature, which will fully break the virtual human ecological boundary and realize the "cross -dimensional" linkage with the real industry.

(Picture source: "2022 Virtual Industry Research Report")

Where is the future dividend of the Yuan universe? Meng Xianglong believes that it is the use of fragmented time. In the past, only gold time was driven by people, and the fragmented time and non -golden period were promising under the blessing of the Yuan universe. For example, consumers and users may "visit" the virtual 4S store exhibition hall in the early morning, and then complete the new car's understanding and even ordering, which does not exist in traditional consumption scenarios. The live broadcast of virtual anchors, virtual idols, performances, etc., can be filled with fragmented time during non -golden times. This is a recent dividend release signal.

The Yuan universe is increasing and long -term. Although the Yuan universe breaks the barriers of virtual and real worlds, it has put forward higher requirements for the brand's strategy and operating capabilities. Zhao Jiaru, chief explorer of the Suluyuan Universe Research Institute, said that the Suluyuan Universe Research Institute will rely on the genetic advantages of the content and the unique Yuan universe layout to escort the development of the Yuan universe industry. Effective, panoramic Yuan cosmic value.

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