Chen Jingqing: Digital Marketing Layout Of Costumes And Tide Brands

Chen Jingqing, director of marketing of Guangdong branch of giant engine, graduated from Jinan University in journalism and communication. He has served as editor in chief of several famous Internet Co, and has over ten years of content marketing strategy and practical experience. Based on the characteristics of today's headlines and jitter products, we will create excellent mobile internet marketing cases for many brands.

In the process of digital transformation, the rapid development of 5G technology "catalyst", short video suddenly rises, and full link marketing is also booming.

In social media, the news of "Li Jiaqi", "Wei Ya" and "Luo Yonghao" live with goods every day, behind consumers' heartbeat, is the confidence of brands and retailers to build a complete online marketing path. It is also the key to promote digital progress, accumulating users and realizable cash.

In the special period, how can the brand need to be able to pry the consumers who do not want to travel? The marketing methods of brands and businesses need to be changed, and the products and ways of operation urgently need to be changed. The core of "traffic is king" is "consumer is king". At the same time, it needs the long-term volume of private private traffic operation to achieve data and intelligent link marketing.

How will brands and businessmen write new marketing apocalypse in the special period? How will the digital marketing of tidal brand be arranged? Thousands of sails on the side of the sunken boat, and thousands of Mu Chun ahead of the sick tree, will create a unique online first year without leaving home. This special moment is a challenge for the society as well as a business opportunity.

In April 15th, in the second lesson of the business iteration innovation special field of the British business school, we invited Chen Jingqing, director of marketing of Guangdong engine branch, to share the "flow driven business brand how to play the whole link marketing".

01. Brand information position

In the past, consumers may take the initiative to find information, but with the continuous updating of social information technology and the enhancement of intelligent distribution, the sound will be able to make more suitable people to watch and browse through the distribution technology. Technical breakthroughs also bring huge traffic and achievements to the jitter. By the end of January of 2020, the number of days (DAU) exceeded 4 hundred million. The layout has covered 150 countries, covering 75 languages. It can be said that in the short video track, jitter has been far ahead.

02. What are the innovations in technology?

An improved intelligent computing model

In addition to traffic, technology is also a core barrier of the shaking platform. The drive of technology has also created some innovative ways of playing, stimulating users to participate more enthusiastically. At the same time, these technologies also reduce the threshold of the whole user participation, so that more people can make more beautiful videos in a simple way.

Rich and varied practical application of gameplay

With the concept of "building a real, effective and diverse interactive community", the jitter is also making a deep optimization of content: optimizing and processing low-quality video accounts, brushing traffic accounts, and compatible with diversified contents. Diversified video content is not only music, story short video, but also news event video. News short videos that contain the whole social ecology can enable users of different ages to find their favorite information and useful information in shaking.

Tens of millions of models for training samples.

The first is a technology of Landmark AR, which allows users to specify shooting locations, designated attractions or buildings through the integration of real real technology and AR models, such as the bell tower in Xi'an, the Canton Tower in Guangzhou, and the economic building in Shenzhen. Online travel is no longer a dream!

The second technology is to provide corresponding music for different types of videos to make scenes more vivid.

The third technology is sticker trend. Jitter will regularly launch some stickers, such as motorcycles, Huang Xiaoya and so on stickers, the entire shooting can be applied to these stickers, so that the video is more cool.

03. How to innovate and promote brand?

Build city trump card IP

Jitter is not only technically updated, but also has a new development in the promotion of the city -- creating the city trump card IP. Through the city trump card IP to bring into the commercialized brand, make the strongest brand.

Shake In City, create a new era of jitter marketing, and build a new ecosystem of localized marketing.

In 2019, the national shaking up In city campaign was held in all parts of the country, and more than 20 cities across the country, so that every shaking fan can feel the charm of different cities online and offline. In 2020, it will also create a 2 upgrade version of the "shake In city" activity, and the flow, scale and gameplay will also be upgraded.

04. How to open up new opportunities in the new era?

Now that we are in a special period, the whole nation starts to "collective confinement" mode, so many activities under the front line will go online. Jitter also opens the whole cloud content.

Content of "cloud"

The "cloud" content can cover many aspects of ordinary people's life, such as "cloud watching show", "cloud fitness", "cloud dancing", "cloud music festival", "cloud Museum" and so on.

Cloud show cloud fitness cloud life + unlimited imagination

Yun Sao show: for example, "Yun Xiu Xiu" series outstanding players -- 2020 autumn and winter fashion week in Paris, with an open screen click rate of up to 10.9%, the number of live webcast is over 2 million, breaking the boundaries of time and space, so that people who can't go to the scene can directly finish watching online. 2020 the opening of the "cloud" fashion week in Paris in autumn and winter has also attracted the cooperation between Saint Laurent and Paris fashion week.

Cloud fitness: in this special period, gym activity has become a luxury activity, so putting a yoga mat at home and following the online coach to complete the sport punch card has become a new fashion fitness trend. Concerned about the consumer demand for this part of the NIKE, launched the campaign to practice sports to the home, the official heat up Top1, the official shaking powder and coach powder rose more than 9.6 times.

05. How to innovate the marketing track in the new electricity supplier era?

In the new business era, short video / live streaming has become the mainstream way.

With the advent of the electricity supplier era and the changing user use scenarios, consumer spending habits will also change. Needless to say, under the new e-commerce era, the form of "short video + live broadcast" has become the mainstream trend.

Short video / live broadcast and electronic business integration to innovate marketing channel

From planting grass to weeding is a marketing trend of brand marketing integration.

The deep integration of short video live broadcast can bring more imagination to the future retail industry. We can find an interesting phenomenon through data analysis: the users of short videos are highly coincident with the goal of the electricity supplier. Short video live broadcast is based on the interest of users. It should be more expressive and expressive. We can even have a deep influence on users through storytelling, so as to achieve this purpose of grass and even after pulling weeds.

06. A new way of scene content marketing?

Content information push

Scenario based content marketing is a more effective way to connect users with platforms and brands. Scenario based content marketing is not just directly telling users how good this stuff is, but rather creating a story environment for users, allowing users to feel empathy, and users will more identify with this product, prompting consumers to make decisions more quickly, complete purchase behavior, and bring better marketing results.

Two-way interactive feedback

Now, we will interact with each other through this short video live community community to conduct two-way interaction and real-time interaction.

We find that today's commentary reviews this interactive action will make it easier for users to feedback. What is the consumer's feedback on brand communication or brand communication? The form of "short video + live broadcast" will be more direct. Consumers will directly express their opinions on the brand or product directly, such as whether the product likes it or not. This content is OK Can you directly attack my mind? This kind of user feedback can directly and efficiently affect the decision of the brand in precise delivery.

07. Prospects for the apparel industry

Chattering shopping cart under her economy

The sharing of jitter shopping cart involves many vertical industries, including clothing, beauty, and all kinds of vertical items. The layout of these platforms coincides with the layout of our e-commerce platform, and it will also be more diversified, which strengthens a link between the platform and users. It has also increased the richness of our entire vibrant ecological content.

We will find that in the live broadcast of the electronic business track, fine women's wear and beauty make-up will be highly concerned by girls. These industries will basically be in the top three of the electric business track.

Shi Qingqi, a famous economist, put forward the concept of "female economy", that is, the concept of "her economy". From the perspective of demand and consumption groups, women's consumption demand presents an "expansive consumption desire", which has led to a series of new consumption trends, providing unlimited opportunities for brands, and also putting forward greater challenges.

In short, the fashion industry has a lot of potential to do.

Combination of planting grass and good things to share

In 2019, we explored a combination of grass planting and good things sharing for content providers. Through creating festivals, such as shaking in good things Festival, and watermelon fans market, some of these IP introduced more videos to grow grass.

In order to carry out the development of jitter, the vibrato shopping cart came into being. At present, the number of users and shop numbers of the vibrant shopping cart launched by the brand is showing a geometric growth trend. Buying through vibrato has become a habit of users. More and more audiences are willing to watch the short video after shaking to buy the conversion.

This link from grass to weeds is actually a way to shorten our purchase decision.

Mainly talk about UR's clothing brand case. UR I want to go to the top topic of the cover, and switch through the three styles of literary and art RETRO wind, elegant wind and neutral wind. It not only shows young people's pursuit of themselves, but also allows more young users to participate in this fashion magazine through the stickers on the cover of fashion magazines. The overall number of stickers is 63 thousand, and the number of stickers is more than 54 thousand.

08. How to extend the fashion marketing scene?

Cloud shopping project

The project of "home cloud shopping" based on the long term home ownership of consumers can help brands quickly acquire online business capabilities.

Through the 1 billion traffic support scheme and the green channel such as the tram store, official training and other policies can help the business not to close online, and accelerate the layout of the live line. To help offline store brand stores, from the whole industry to individual businesses, we can overcome this difficulty in this special period, and find a new breakthrough for stores.

Through the cooperation mode of cloud shopping, it can stimulate the scene of shopping malls and stores to get the favor of users. At the same time, it can also stimulate the brand to go deep into the local area and achieve localized Local marketing.

Help to brand stores, and even help some distributors. In order to help businesses tide over the current special period, we also provide some preferential policies for big businesses, including zero threshold, online training courses, technical service fees and flow support.

"Cloud shopping" project case

The first is Nanjing Hongyang commercial group, a Shopping Mall. They were broadcast for 5.5 hours at that time, and the official number increased by 28 thousand. The number of direct broadcast transactions exceeded 1600, and the total sales amounted to 750 thousand, which greatly improved sales. Zhuzhou Wangfujing continued to broadcast live for 11 hours at a time, with more than 60 thousand of the powder added and 2 million 400 thousand of its final sales, which is a very alarming figure. "Cloud shopping" can help retail businesses in offline stores find a new way to generate revenue in this special time.

09. How does a single brand cooperate?

One-stop brand explosion

The single brand is mainly made up of daring people to carry goods and content word-of-mouth grass, plus the flow of chattering and marketing of e-commerce. We are also constantly improving the function of live broadcasting products, hoping to make better empowerment for the major brands. At the same time, there are a lot of fashion designers on the platform, and also provide stronger knowledge and knowledge for the brand.

Short video and live broadcast linkage, achieve brand whole scene marketing closed loop

In contrast to other platforms that focus on live broadcasting, in fact, shaking has a greater advantage, which lies in the linkage between short video and live broadcast, so as to realize the closed-loop marketing of the brand. For example, other live platforms only focus on live broadcasting, and will not get through one link before and after the broadcast.

Before the live broadcast, the jitter will drain the short video, so that more fans will know when we will start the live broadcast. We will also advance the campaign and grow grass in advance. When we broadcast live, we will form an interactive transformation, including raffle, answering questions and so on to complete the online transaction. After the live broadcast, we can record the relevant contents of the live broadcast, do the two editing, and then do two rounds of transmission, so as to achieve in-depth content transformation and expand the extension of the content, so as to achieve the role of content depth and viscosity extension.

This is also a reason why Li Jiaqi made a breakthrough in the circle marketing in the past few years. It is through the form of "short video + live broadcast" that the historical record of the live broadcast is transmitted through the two clips, and is promoted in the shaking platform, so that his personal voice and personal influence have been continuously upgraded to become a full class head.

Diversified high-quality resources, full cycle diffusion live broadcast heat

In order to achieve better results in the live broadcast process, we will import more high-quality advertising resources to expand the heat of live broadcast. For imported resources, there are different advertising forms, advertising locations, etc., and the resources will have different emphasis. In other words, live coverage is made to more people and the transformation of advertising traffic is realized.

The first generation of net red and everybody "make friends" live broadcast volume turnover soaring 100 million.

Everyone is very concerned about the recent live broadcast of Luo Yonghao. We made a summary of Lao Luo's performance in the whole live broadcast.

First of all, the selection is very important, because the product can be sold not only with the eloquence of the anchor, but also whether the product itself is a burst product and cost-effective product. Is the customer price or even discount given to the live room enough to attract customers to purchase motivation?

Next is to control the live rhythm, and finally the product dialogue. We propose to use a concise image to summarize the characteristics of the product.

Why does Li Jiaqi live well with his products? Because what he says can be regarded as "golden sentence", which has the feeling of bringing users into the scene. At the same time, when he inserts product preferences and activities, he will not be very rigid, and will not let others feel that you are selling goods, so he will enter the hearts of users.

Therefore, in the design of product dialogue script, we also need to do our homework ahead of time. Therefore, it is not so simple to complete a net live broadcast project. It is necessary for a team to plan and study the selected products, and at the same time, there is a demand for the anchors' eloquence.

10. Multi brand aggregation

Effective integration of marketing resources

When your marketing budget is limited, you can take part in multi brand investment projects. This can help some brands to expand their rights and interests and realize the integration of marketing resources under limited strength. For example, for example, we talked about the 2020 autumn and winter fashion week in Paris. We do a topic with the form of "live plus short video". The brand that you want to join can participate in it. For example, the brands such as Saint Laurent, LV and so on can share the flow of a large project together, which can reduce the cost of individual brand promotion and achieve better touch up effect. The explosion of fruit and sound.

Topic events + live + short video 3D linkage, multi brand sharing potential to share grand project traffic

Last year, the jitter and the electronic commerce association of Guangzhou co operated the "good things ceremony". At that time, we invited nine brands to participate in the project. Through the pre warming and mid term announcement, we consolidated the resources of many parties, and led our activities to reach the peak data of 1 billion 180 million browsing volume. At the same time, for single brand to match a single person, we also achieve product effect integration for brand.

11. How does the brand transform precipitation?

Effect marketing expands market increment space

To do the branding of the brand and finally to do transformation and sale, at present, there is such a function of shaking. We have a project called "small shop", which is similar to our Taobao, Tmall flagship store and Jingdong flagship store. It can put our products on the shelves and then promote them through traffic. This way of promotion is called "massive Luban" on the shaking platform.

"Big Luban" can choose different advertising modes to attract more traffic for advertisers. At the same time, we can combine the products of the huge engine's whole system, including today's headlines, jitter, jitter, volcano, watermelon video and other platforms to promote a strong content marketing system. In addition, we can also provide advertising decisions to advertisers on the platform based on all the App product traffic data.

In the future, we also hope that we can join hands with more fashion brands to create more trend brand digital marketing cases.

The following is a wonderful interactive question and answer on live content:

01, how can the brand members participate?

Chen Jingqing: For brand projects, brands need to diagnose the platform first.

If we are to build brand influence, enhance brand exposure and enhance brand to public opinion, we can promote the instant impact of brand through the promotion of advertising sites and the discussion of marketing nodes, including participation in the challenge of challenge.

If the transformation of the electricity supplier, the sale of small stores opened, the use of "big Luban" promotion way to guide, invite more people to take goods, through the "small shop + live" mode, to achieve the transformation of ROI.

02. Like a huge engine, many products are video related, so what's the difference between users of these platforms?

Chen Jingqing: The huge engine now has today's headlines, jitter, jitter, volcano and watermelon videos. The main video platforms are jitter, jitter, volcano and watermelon videos.

At present, shaking is highly covered by people of all ages. The vibrato version will be more grounded, focusing on our two or three line town youth, who will be more concerned about their local life. And watermelon video users will have longer video needs, including TV dramas and movies.

03. What do you think is the key factor of trembling operation?

Chen Jingqing: This is also a core barrier of our byte beating overall, that is, through intelligent distribution, we will first through the background data analysis, to see the users of our platform content label, at the same time, we will label the video content produced by us. Use our content to find the right person for matching and intelligent distribution.

04. In the past few days, LV has had a small problem. Is there any limitation to this field?

Chen Jingqing: Some time ago, Wei Ya also sold rockets on the platform. Would it be expensive to buy large quantities? There would be restrictions.

First, if the number of people covered is up to that amount, perhaps more people will see it through some human intervention, such as advertising traffic and resource location.

Second, in the selection of products, whether the price given by the brand is preferential, can our users feel that they must buy it here. If there are no factors such as price advantage, impulse buying or not limited money, then there will be no high sales volume, so we have to complete a successful live broadcast, more are selected products, pre release, interim script settings, the two clip dissemination. So I think the live broadcast will not be particularly restrictive, mainly depends on how we plan.

05. What resources and means can marketers use in this particular period of online marketing?

Chen Jingqing: First of all, we must continue to learn. The channels of communication are very different now. There are different factors in the resources that cooperated with partners. Then we need a lot of time to study and learn. Nowadays, the consumption habits of consumers are constantly changing. Including myself, I must constantly understand the development trend of the industry and keep pace with the times.

The second point is to know clearly what the positioning of your brand is, what we want to promote, what products we want to sell, and we need to do different research to match different marketing methods. You need to look at the characteristics of your industry and the users' demand points, and then do the matching of different marketing methods.

06. How to build the brand's self media matrix and create the brand's traffic?

Chen Jingqing: In this era of universal marketing, all brands will want to be a big KOL and have the right to speak in this industry.

Do you want to make a self media matrix? The key lies in the staffing of the enterprise. To create a large self media matrix requires manpower, material resources and time, because the creation of content requires a long time to cash in. If an enterprise has these capabilities, it needs to identify clearly what aspects to do, and different aspects can bring different users to the enterprise. Enterprises should make good brand positioning according to different marketing needs. If the enterprises do not have these abilities, they can actually use other KOL platforms.

07. At present, live goods are becoming mainstream online. Do you think there will be other ways to play?

Chen Jingqing: Because the properties of different platforms are different now, although they are all doing live broadcast, there are different focuses on what to live, what to sell and whether to sell.

Jitter is carried by short video plus live broadcast. This is what we are different from other platforms. In addition, there are so many people and KOL resources on the shaking platform. The contents of today's headlines will be more in-depth, and in the form of graphics and text, the ability to carry goods will be ignored. In the era of this short video, indeed, we all rush to see short videos or live broadcast, but in fact, we can take the form of our past full content marketing to help us do the method of carrying goods. Therefore, we need to take part in the general trend, but we can not ignore the original way of graphic and text.

08. Most fashion brands are cautious about short video platforms. What are your suggestions for the vibrato content of your fashion brands?

Chen Jingqing: In fact, many big names have cooperated with us, including Tom Ford. I don't think the luxury industry must be able to do the jitter. Because the coverage of the crowd is already covered by the whole population. People who have the ability to consume will also read the contents of the jitter. Trembling is actually a reflection of the needs of this group of people. In the future, many two generations will also be the head players of shaking. As these future consumer groups, aren't luxury brands targeted at such consumers?

In addition, there are many successful entrepreneurs who are building their own IP image. They are also a group of people who have luxury consumption ability, but the key lies in the creation of our topic, how to impress them with creative content, and how to create brand tonality through the form of short videos. In the past, luxury brands did not put traditional media into play, but later they followed the trend into the era of short video. Therefore, the transformation of each era needs a process of adaptation and can not be directly rejected. But these cases are for reference only. We still need to do single brand research for single brand and optimize our marketing techniques.

09, how to improve the volume of works?

Chen Jingqing: First, the cold start period. In fact, there is no shortage of people who are good at content, but only a small number of people or the head brand can attract a lot of traffic in the first video. As an ordinary person or a brand that has not made any brand in the early stage, I suggest that there should be some personal intervention during the cold start period, that is, the advertising flow. By adding the advertising traffic, we can explode the video and shorten the cash flow time. In addition, the brand can achieve a large cash in a short period of time, as well as the accumulation of fans.

Second, content orientation should be clear. Because a lot of enterprises like to make a short video with leaders, all kinds of short videos (including enterprise dynamics) will be issued in their own business numbers, and regard them as official website of an enterprise. But in fact, in the shaking platform, it is necessary to do creative planning of content. Through learning for a long time and familiarity with the location of the enterprise number, data backstage will explode a quality content at a certain time node, so that more users can see it. Do more people see more people leaving track or praise? This is related to the creativity of content and whether it is quality content.