Rentuo Big Data Research Institute'S Contribution To The Growth Of Decrypted Content

13 July, by Rentuo big data research institute The live broadcast activity of "decrypting global interest e-commerce, content-based growth and practice shaking sound" was successfully completed. This live broadcast is also a gathering of big names. It not only brings together experts and scholars from Rentuo big data research institute, but also invites many experts working in their respective fields. This paper discusses the value of the real growth of the brand, as well as how to interpret the content of the real value of the brand growth.

　 In the era of global interest e-commerce, insight into the depth value behind the power of content

At the press conference, Su Di, President of Ren Tuo big data research institute, took the lead in bringing us new views. President Su Di pointed out that "content is the track". Compared with the physical constraints of offline e-commerce and the supply-demand matching of traditional e-commerce, interest e-commerce has emerged, breaking through the upper limit of demand with content and creating new consumption demand.

The picture is from the screenshot of Nint Ren Tuo's "decryption of global interest e-commerce content-based growth practice shaking sound chapter"

In view of how to gain insight into the depth value of content power, Yibang power Co founder Liu Chen also shared his views with us. Liu Chen believes that "content is the key contact point to establish connection with users". The value of content should be people-oriented, which lies in deep user insight. In today's era of information explosion, hot spots are difficult to maintain. How to make the brand achieve long-term growth value, innovation, has become a crucial factor. The market has long gone from rough traffic to the stage of paying attention to user experience. Occupying the user's mind is the best moat. Content is the bridge between consumers and brands. Creating value with content, understanding people's heart and generating empathy are the direction of brand efforts.

The picture is from the screenshot of Nint Ren Tuo's "decryption of global interest e-commerce content-based growth practice shaking sound chapter"

　　 Deep analysis of content model and scientific method of content force growth path

Since I'm interested in the whole world online retailers Under the background of the times, the value embodiment of content force has been obvious. How can visualization deconstruct the content of science? Wang Yixin, head of TBWA strategy, deeply analyzed the content model for us, and published the scientific methodology of content force growth path.

In the past, many brands only focused on the realization of content in order to increase product sales. But for the new consumer brand, how to develop the brand and construction for a long time, we need to look at the value of the content from a more comprehensive perspective.

Content of this publication X's content power growth path methodology, namely brand positive interaction, crowd penetration, sales transformation and subversion index. These measurement dimensions comprehensively measure the effect of content, so as to build a comprehensive index system of whether the content conforms to the product, sales and efficiency.

The picture is from the screenshot of Nint Ren Tuo's "decryption of global interest e-commerce content-based growth practice shaking sound chapter"

　　 High end beauty, nutrition and health care and sports shoes and clothing

After understanding the logic of the professional content force measurement model, Lin Ziying, a digital retail research expert at Rentuo big data research institute, brought us the content-based growth case sharing of high-end beauty, nutrition and health care and sports shoes and clothing, which are the three major subdivided tracks, to analyze in detail the effectiveness of the content force model in quantifying the power of the brand.

In the high-end beauty track, Estee Lauder's content power performance is stable, and at the same time, its performance in tremolo is doubled. Content content through Nint X data analysis shows that Estee Lauder continues to grow younger in terms of population penetration. In 2022, urbanization and male population will be infiltrated. On the construction of talent matrix, Estee Lauder actively cooperated with super head and top talent to deepen communication influence; It mainly promotes the video of plot planting and product planting grass, and the video of plot planting type has higher attention among genz and young people. According to the life scene of young groups, it is easier to plant grass and harvest products for male groups. Multiple talents face different groups and communicate with each other on selling points. Anchoring young groups, multi SKU layout, planting grass in multiple scenes and comprehensive communication in multiple scenes are Estee Lauder The password of content growth to achieve brand power deeply rooted in the hearts of the people.

The picture is from Nint Ren Tuo's decryption of global interest online retailers The content of live broadcast

In the field of nutrition and health care, Swisse's content strength soared to the top three, with a rapid growth momentum. According to Lin Ziying, Swisse seizes the business opportunities in the women's health care products market and penetrates young women's groups accurately. Make good use of plot planting and product planting grass to lead to product value. In terms of content, the product composition / efficacy is the core, and talent delivery communication is targeted and the rhythm is accurate, so as to seize the "she" business opportunities. Anchoring young women, focusing on popular items, and delivering product value also reflect the meticulous management skills from the effective communication of talents. It's all about Swisse's efforts in content marketing. Nint Rentuo content X visualizes this series of practices, so that we can have a clearer understanding of the brand's content growth path.

The picture is from the screenshot of Nint Ren Tuo's "decryption of global interest e-commerce content-based growth practice shaking sound chapter"

In the field of sports shoes and clothing, through the content force content X model analysis, found that Anta content growth ahead of the track. The reason behind this is that Anta official number makes good use of the topic, linkage events to improve resonance. Skillfully use topic features to expand the audience. Anta operates the event IP through the official number, actively promotes the talents in the linkage field, extends the multi scene ecology around the ball game, and links the event with the topic, so as to touch the minds of young consumers, continue to build the brand in the medium and long term, and achieve the best practice of content marketing growth We should grasp the right people, use the right people and talk about the right things.

The picture is from Nint Ren Tuo's decryption of global interest online retailers Content based growth practice shaking sound

　　 Round Table Forum on growth practice

In the round table forum session, the big names in the industry also had a heated discussion on this topic and expressed their unique views on the growth of content power.

The picture is from the screenshot of Nint Ren Tuo's "decryption of global interest e-commerce, content-based growth practice shaking sound chapter"

The president of e-commerce mentioned that the main reason for the growth of e-commerce partners is that they are more interested in the growth of e-commerce through the concept of multi-channel and multi-channel technology.

When asked how to view the gap between traditional brand equity research methodology and interest e-commerce to measure content power, as GSK Jessica, head of CBIA's insight analysis department, says frankly that the biggest challenge for new consumer brands in the past few years is how to precipitate brand power. How to use the content of the platform, fit the consumer's mind, and develop the short-term cognition into brand assets is a problem we should think about more.

As Nivea's deputy director of consumer insight Max, from the perspective of brand, brings us the view of medium and long-term growth of content trend development, as well as the expectation of content marketing on twitter platform. Max said that it is difficult for businesses to understand which field consumers' brand recognition is contributed by and lack of insight into consumers. From the past one thousand people one-sided to the present single thousand faces, how to accurately understand the needs of users has become a difficult point for the brand side. Therefore, in view of this set of content force measurement model, we hope to be able to comprehensively and innovatively integrate the content force and brand strength, and establish a connection between them.

When the growth pattern is difficult to see the harvest effect in the short term, how to measure the value of content output in the work is always perplexing brand owners. In the live broadcast, Gu Lei of jeep China shared that the growth and change of the number of fans, the number of views, and the number of interactions on each specific platform, as well as the impact of evaluation content such as ranking on the brand in the long term are very important. Content force X can monitor the brand's achievements in the tremolo platform and help understand the long-term achievements of the brand. This is undoubtedly a great help to measure the value of output.

As for the category with high decision-making cost, how to construct its own tremolo strategy and continuously create good content to capture the target population in the home scene? The boss CMO ye danpeng shared his unique ideas for us. Good content is divided into four aspects. One is that genes with social creativity can be shared and communicated. Second, it is related to the brand mind. Third, standing in the dimension of long-term doctrine, how to operate continuously. And the last aspect is how to trigger consumer action. Starting from the brand, can we add points to the brand's mind; Starting from the user's behavior. Ye danpeng believes that brands should think more about how to transform media thinking to operation thinking, attract more young people with innovative playing methods, and output unique IP content of brands with the help of platform attributes. This is necessary for the long-term growth of the brand.

The picture is from the screenshot of Nint Ren Tuo's "decryption of global interest e-commerce content-based growth practice shaking sound chapter"

At the end of the round table discussion, Su Di, President of Ren Tuo big data research institute, also shared his ideas and plans for the future big data research institute in the retail industry. Su Di said that excessive pursuit of Gmv can only affect short-term performance, while brand strength is the key to long-term development. Content power model measures brand development ability from many aspects, which can help brands achieve short, medium and long-term development. Crowd is the basis of brand growth, content and track, crowd is the field. In the future, Rentuo big data research institute will continue to improve its methodology and empower brand business in all aspects based on crowd insight.

　　 Content power: content x SaaS product launched online for the first time

Finally, Li Min, product manager of Nint Rentuo, made a detailed announcement on the online release of content x SaaS products.

The picture is from the screenshot of Nint Ren Tuo's "decryption of global interest e-commerce, content-based growth practice shaking sound chapter"

This is also the content force content x launched by Nint Ren Tuo for the first time SaaS products. With the original intention of leading the endogenous growth in the field of digital retail, Rentuo big data research institute will continue to improve its methodology and build a more complete content force measurement system with scientific and quantitative thinking. Covering more industry categories and mining best practice cases.

Help brands to observe their own and other brands' content creation and transformation power more deeply, and create more subversive brand experience.

In the future, Rentuo big data research institute will continue to make efforts in multiple directions, study and enlighten endogenous growth and enable the practice of content growth.

　　 On Nint Ren Tuo

Rentuo data technology (Shanghai) Co., Ltd. and its affiliated companies (hereinafter referred to as "Nint rento") are big data analysis service providers in the field of consumer goods, covering China, Japan and Southeast Asia.

With "data, free the world!" Nint Rentuo was founded in 2003, formerly known as adway information technology (Shanghai) Co., Ltd., and is the first data service provider to provide big data monitoring for e-commerce to brand customers in China.

In the past 12 years, Nint Rentuo has been providing timely and comprehensive data insights to more than 1000 brands and 30000 stores around the world, unlocking data value and assisting business decision-making. Products such as consumer products, consumer products, consumer products, consumer products, consumer products, consumer products, etc.

In order to better help brand customers cope with the challenges of business growth, Nint Rentuo officially launched a comprehensive strategic upgrade in March 2022, providing support for brand customers' digital retail growth in terms of products, services, technology and research. After the strategic upgrading, Nint Rentuo is rooted in digital retail. It uses technology to interpret big data as insight to guide action, and provides monitoring tracking, benchmarking and predictive forecasting data services.