Brand online promotion manual!

Global growth is the only way for brands. The above article analyzes the entire brand global growth model. This article will focus on the stage that most brands are currently in and are about to enter, that is, from the content planting module in brand infrastructure construction to the social diffusion module in brand culture communication, and sort out a relatively complete battle manual for major online platforms.

The business world is like a battlefield, so it is not an exaggeration to name it a battle manual. Let's get to the point. It is mainly divided into three parts: diversified content, dynamic marketing, and digital operations, which I summarize as 3D-Power. Each part will provide different levels of interpretation and suggestions to ensure that everyone can obtain the maximum amount of information through pictures and texts. We will only focus on the key points and try to explain them separately.

PART 1-Diversified

Summary: Brands achieve cross-circle communication and social diffusion through diversified promotion on content platforms.

First, let’s take a look at the changes in the status of content in the development of e-commerce:

Infancy: From 2011 to 2014, WeChat and Weibo gradually became national social apps, Zhihu, Xiaohongshu, and Toutiao were launched one after another, and KOLs accumulated fans by posting content on social media and began to explore monetization models. The status of content in e-commerce emerged.

Growth stage: From 2015 to 2018, short video platforms such as Kuaishou and Douyin emerged one after another, Bilibili was listed on the Nasdaq, super Vs began to appear in various content fields, WeChat public accounts entered the content dividend period, live streaming e-commerce entered the public eye, and the status of content in e-commerce flourished.

Explosive period: From 2019 to 2022, live streaming e-commerce began to grow explosively, celebrities joined in, and capital continued to increase. Interest-based e-commerce and trust-based e-commerce are on the rise, Taobao Shopping is launched, and WeChat Video Account has become a basic content component of the WeChat ecosystem. The entire content ecosystem is more prosperous. There is no brand without content. The position of content in e-commerce is crucial and unshakable.

Next, I will share the current status of each mainstream content platform and brand management suggestions. The order will be transitioned from platforms dominated by pictures and texts to platforms dominated by videos, and the content focuses will be: Xiaohongshu planting grass-Zhihu Q&A-WeChat private domain-Weibo celebrity marketing-Tik Tok interest e-commerce-bilibili circle marketing.

Little Red Book

Xiaohongshu, as a platform that advocates sharing real, positive and diverse lifestyles, had over 138 million monthly active users as of February 2021, a year-on-year increase of 70%, and over 55 million daily active users, a year-on-year increase of 100%. Active users are getting younger, with ages mainly concentrated between 18 and 34 years old, accounting for more than 80%, and female users are the majority, accounting for nearly 90%. Urban white-collar workers and workplace elites are the main user groups. They have strong consumption power, corresponding consumption needs, and pursue quality life.

Since the special rectification campaign against "false grass-planting" was launched in December 2021, 81 brands and offline merchants have been banned, and 172,600 related false grass-planting notes and 52,600 illegal accounts have been handled. It can be seen from this that the era of Xiaohongshu's grass-roots promotion by spending money to increase traffic is over.

Xiaohongshu Ecosystem - Five Steps to Promote Brand Content:

1. Build a brand material library framework. The brand determines the "main keywords" based on the lifestyle of the target group. The more refined the "main keywords", the better. By searching for the "main keyword", you can obtain the "related search terms" officially recommended by Xiaohongshu, thereby obtaining the brand material library framework of "main keyword" x "related search terms".

2. Fill in the brand material library content. According to the "main keyword" x "related search terms" search, the officially recommended "subdivided classification terms" can be used to confirm the smallest granularity of the brand content direction, and the title, picture and other details of the material content can be optimized according to the recommended sorting.

3. Create a brand personality label. Through the multi-dimensional output of the material library content, create a personalized brand personality label, attract the attention and interaction of users with the same label, and solve the pain points and needs of the target group through content. Keywords: authenticity, altruism, sharing.

4. Combining hot topics and going with the flow, brands can tell stories based on life trends and integrate products into consumption scenarios to reach the target audience and convey brand value propositions.

5. Guide users to search for brands and let them be impressed by the content. Having users interested in the brand is just the beginning. It is a real success only when users are willing to search for brand-related keywords on Xiaohongshu or on e-commerce platforms.

The official recommendations for Xiaohongshu's content direction in 2022 are as follows, divided into ten major life trends and three major consumption scenarios.

Top 10 lifestyle trends on Xiaohongshu in 2022:

Returning to the nest to start a business, ice and snow are in fashion, frying everything in the air fryer, hobby side job, city roaming, environmental protection, immersive experience, new Chinese style dressing, sober shopping, mountain life.

2022 Xiaohongshu consumption scenarios:

A: Outdoor sports are taking off, with key words: urban outdoor wear, popularization of skiing training, and “luya” fishing.

B: Global health, keywords: the rise of "sleep aids" and exploration of the coffee market in low-tier cities.

C: Post-materialistic spiritual consumer goods are in vogue. Keywords: embracing the virtual world, and the demand for accessories is quietly growing.

Zhihu

Zhihu advocates that where there is a question there is an answer, and aims to create an interesting, informative and opinionated content community. The community has an open, authentic and professional atmosphere, bringing together first-hand witnesses, insiders and field experts from all walks of life. In the third quarter of 2021, Zhihu's average monthly active users exceeded 100 million for the first time, reaching 101.2 million, a year-on-year increase of 40.1%. Here are three interesting data points about Zhihu’s population portrait: the proportion of users aged 18-25 continues to exceed 40%, the proportion of female users continues to increase to 47%, and the proportion of users in second-tier and lower cities exceeds 50%. It can be seen that Zhihu is no longer the question-and-answer community that only has "science and engineering men" as the stereotype.

Zhihu Ecosystem - Five Steps to Monetize Brand Q&A:

1. Choose the right products. Products with high user involvement are suitable for Zhihu recommendation. User involvement refers to the time users spend searching and processing product-related information and the energy users spend consciously processing product-related information and advertisements.

Taking food as an example, nutritional supplement products such as meal replacements and vitamins are very suitable for approaching from the principles and ingredients. Products with a certain degree of professionalism such as coffee, tea, and wine are very suitable for approaching from the origin, flavor, etc. Beverages, which are products that pay attention to taste, are suitable for approaching from the production process.

2. Choose a good question. Topic selection is the first step in content creation, because topic selection means choosing the target population and demand scenarios. Based on different marketing purposes and audiences at different consumption stages, Zhihu's grass-planting questions can be divided into three main types: precise questions, category questions and general field questions.

Precision questions are usually directly related to brands and products. The audience for this type of questions comes to Zhihu to make consumption decisions. Users are in the stage of alleviating their concerns, so they are usually the topics with the highest conversion rates.

Category issues are directly related to user needs, but users have not yet decided on a brand to buy and are in the stage of comparing and selecting brands. These are also very suitable issues for evaluation and recommendation.

Pan-domain issues are the type of issues with the largest volume of traffic. Although it does not directly point to specific brands or categories, it is very suitable for promoting products through real personal experiences and experiences. It is necessary to make arrangements for some businesses that still need user education or need to expand their potential customer base for brands and categories.

3. Write good content. Good content is the carrier of good products and directly affects the dissemination and promotion effects. Zhihu emphasizes that good content can make people feel fulfilled. Bringing help and generating resonance can give people a sense of fulfillment, so not every piece of content is necessarily professional science popularization.

In addition, brands can cooperate with a large number of UGC creators on Zhihu through the Cheese platform. For example, you can invite KOLs to endorse content creation through special invitation tasks; you can attract KOCs to create seeding content through tasks with different settlement methods such as recruitment, crowd testing, and self-selection; you can also cooperate with existing high-quality content on the site through reused tasks and carry out implanted recommendations for brands and products.

4. Long-term delivery, with the help of native content acceleration tool Zhi+, can accelerate the circulation of good content in all scenarios. In recommendation scenarios, it is more suitable to reach potential users through general topics or combined with demand scenarios, through first-hand experience content, and based on user interests, algorithms to promote products.

In the search scenario, it is more suitable to select topics accurately by brand or product type, endorse professional content, and accurately harvest or enhance trust based on user purposes. The most important thing is to focus on the long-term effects of using Zhi+ to accelerate native content. Moreover, the value of this long-tail traffic is not only within Zhihu, but also affects searches on e-commerce platforms outside the site.

5. Operational interaction. Finally, what cannot be ignored is the impact of user approval, comments, and other interactions on the effectiveness of promoting products and bringing in goods. In a content community, every positive user interaction is an endorsement by the user. If content is the first kind of grassland, the comment section is the second kind of grassland. For the content published, we should actively maintain comments and interactions.

WeChat Official Account & Video Account

WeChat, as a cross-platform communication tool, has become a lifestyle. As of the end of 2021, the daily active users of WeChat Mini Programs have reached 450 million, and the average daily usage has steadily increased, an increase of 32% compared to 2020. The number of daily active users of WeChat Search has reached 700 million, and the search terms are also longer-tailed. The WeChat ecosystem is an important private domain for brands, and content is the best medium for brands to interact with users in their private domain.

WeChat official accounts, as the first generation of basic content components, were launched in 2012, reached their peak in 2015, and were criticized after 2017. They have now gone through their first decade. Although the graphic content has been affected by the rapid rise of short videos, it does not prevent it from having 1.2 billion WeChat users and highly sticky and trusted fans behind it.

WeChat Video Account has been moving forward in small steps and fast pace in the past two years. In the first year, it built the entire product framework, and in the second year it tried to establish the direction and methods of content operations. In addition, Video Account has become a new basic content component in WeChat. It has become an atomic product tool that circulates within the WeChat ecosystem.

WeChat Ecosystem - Five Steps to Private Domain Management for Brands:

1. Through content layout, search for entrances and keywords such as product categories/scenarios/needs are used to attract more search users.

2. Promote activation through the integration of the content of the video account and the official account, and activate and interact with the fans of the official account through the video account content or video account live broadcast.

3. Build private domain communities through WeChat for Business to realize different types of community matrix layouts, such as flash groups for event warm-up, hardcore user communities for jointly creating new product directions, and KOC expert communities for jointly disseminating product content.

4. Continue to attract new customers through mini programs, such as completing direct connections and upward conversions between brands and offline users through mini programs, and then completing the online transaction loop and distribution commission distribution in private communities through mini programs to share profits.

5. Connect to more content scenarios through WeChat Pay, such as jumping to the video account homepage to complete various interactions such as receiving coupons.

But we must remember that high-quality communities require high-quality content to retain high-quality users.

The content directions that the official video account will encourage in the future are: general knowledge, general life, and general consultation.

Make the user feel that he is closely connected with the content. Users can get leisure and entertainment, as well as knowledge content and a more convenient shopping experience.

Weibo

Weibo is a social media platform that aims to allow users to discover new things anytime and anywhere. As of the end of the third quarter of 2021, Weibo had 573 million monthly active users, of which 94% were on mobile devices; daily active users reached 248 million, a net increase of 23 million year-on-year. Weibo is the first line of public participation in the fermentation of hot public opinion, and it is also the main battlefield for users to chase stars. In terms of user portraits, those born in the 1990s and 2000s account for 48% and 30% respectively, and women account for a high proportion in both age groups, with a significant trend of younger users. The post-90s and post-00s mainly focus on the fields of movies, TV series, variety shows and games, reflecting the characteristics of "pan-entertainment" and are also the main force of hot search users. Those born in the 1970s and 1980s are more concerned with science popularization, education, the Internet, finance, etc., reflecting the "pan-social" characteristics.

Weibo Ecosystem - Five Steps of Brand Celebrity Marketing:

1. Market opinion insights: understand brand voice, reputation and share in the social market, listen to differences in user perceptions and collect real user feedback. Brand voice includes natural voice, voice generated by active brand marketing, and the amount of user discussion on brand social content.

2. Target population analysis: Through data analysis, the interests and preferences expressed by the existing fans of the brand’s official Weibo account are analyzed, and then through big data, the brand’s interactive population is found to dig deeper into the interests and preferences behind them. The fan group is combined with the interactive group, and finally the high TGI circle is selected as the target expansion group.

3. Develop marketing strategies and design key communication content based on market insights and target user analysis, including hot words and online-sensing words. Hot words are mainly divided into five categories: brand words, product awareness, user reviews, functional ingredients and celebrities. Internet-sense words are mainly online social terms used by target users, which can narrow the distance between brands and users.

4. Celebrity communication and promotion. Select the most suitable celebrity communication and marketing content based on current popularity, fan portrait, personality fit and commercial returns. Remember to do public opinion monitoring and risk control in advance. At the same time, design fan circle warm-up and interactive content in advance to trigger specific topics.

5. KOL diffusion and fission, comprehensively layout the appropriate KOL matrix according to the communication effect, communication level and interaction volume, to help brands spread marketing content and maximize coverage of the target user group. Taking the fan circle as the core, drive the circle of like-minded people and realize full-link marketing.

Tik Tok

TikTok aims to enable everyone to see and connect to the bigger world, encourage expression, communication and recording, stimulate creativity, enrich people's spiritual world, and make real life better. As of the first quarter of 2021, Douyin has over 600 million daily active users and over 550 million monthly active searches. The overall population portrait of Douyin is relatively balanced between men and women, with a high TGI for those aged 19-30 and a high TGI for users in new first-tier, third-tier and below cities. Looking at the user portrait of Douyin's e-commerce population, women are the main purchasing group. Users born in the 1980s and 1990s account for the vast majority, those born after 1995 have the highest growth rate, and first-tier/new first-tier and fourth-tier cities are advancing in parallel.

The logic of traditional shelf-based e-commerce is search logic, namely “intention-search-purchase”. When the user has a clear understanding of his needs, he will search and enter the shelf. This means that before users enter e-commerce search, they must first have knowledge and preferences about the product before they can search and purchase. At this time, e-commerce is at the downstream of the user's purchasing decision chain, which means that after the traffic loss in the upstream links, the user population will be relatively accurate, but the population size and upward growth space will also be relatively small. This is the characteristic of search logic. When arousing interest becomes a prerequisite for a transaction, the importance of content becomes apparent.

The logic of interest-based e-commerce is stimulation logic, namely “discover – stimulate – purchase”. It brings e-commerce platforms to the upstream of the user's purchasing decision chain. Users may not have clear needs, or even don't know a certain product at all, but they happen to find products of interest while browsing content, which stimulates purchasing intention. Compared with search logic, the characteristic of interest stimulation is that it directly cuts in from the source of traffic and makes precise matches between users and content, resulting in larger traffic and more opportunities.

Douyin Ecosystem - Four Steps of Brand Interest E-commerce Operation:

1. Self-broadcasting by merchants. Self-broadcasting by merchants is the basic foundation of daily sales operations and has become an important force for merchant growth. Operating the merchant’s own business position well is the foundation. During the merchant’s own live broadcast, the merchant has strong control over key operating nodes such as brand image, product selection, discount intensity, live broadcast language, etc. In addition, through long-term accumulation, the output of merchants' self-broadcasting is stable and the operating costs are relatively controllable. At the same time, self-broadcasting by merchants can also help establish long-term relationships with users and achieve continuous accumulation of the crowd.

2. Expert matrix. The expert matrix is ​​an amplifier of business growth. Many merchants have established close alliance cooperation relationships with numerous experts. The business of merchants grows rapidly as the ability and number of experts increase.

3. Marketing activities. Marketing activities are the place where large-scale sales volume explodes. A series of marketing campaigns such as e-commerce promotions, marketing IPs, and industry events have endowed Douyin e-commerce with festive and themed marketing capabilities, continuously creating reasons and mindsets for users to consume on Douyin, and leveraging the large-scale traffic aggregation effect to trigger high-cost concentrated transactions in a short period of time. This is an important way for merchants to grow rapidly with the help of platform resources.

4. Top Vs, cooperation between brands and Top KOLs such as celebrities and top influencers can help brands achieve "double explosion" of product promotion and sales. Celebrities and top influencers use their powerful fan influence and personal endorsement to create hot marketing events and help brands quickly break out of their circle.

bilibili

Bilibili, a well-known video barrage website in China, has timely new anime, an active ACG atmosphere, and creative UP hosts. It is now a cultural community and video platform where China's young generation gathers in large numbers, and it has always been at the top of the list of hot searches for post-00s. As of the third quarter of 2021, the number of monthly active users reached 267 million, and both monthly and daily active users achieved a year-on-year growth of 35%. The average daily usage time of users reached 88 minutes, a record high. Since 2018, Baidu has built a multi-level and multi-dimensional interest circle internally by continuously increasing its investment in life, knowledge, and film and television content.

B Station Ecology - Brand Circle Marketing Trilogy:

1.PUGV content cooperation. PUGV mainly refers to professional user-generated videos, that is, original content uploaded by UP hosts. Brands and UP hosts co-create content and achieve high-stickiness interaction with fans through original, real and valuable content.

2. OGV content cooperation. OGV mainly refers to videos generated by professional organizations, including movies, TV series, animations, etc. These content IPs are more in line with the B station community culture and user preferences, and are suitable for brands to quickly enter specific circles.

3. Lay out the brand's official Blue V. It is suitable to enter the B station brand account at a relatively early stage of development. Moreover, under the influence of the entire B station culture, the brand is naturally warm and personalized, which is very helpful for the brand to narrow the distance between itself and users.

B station 4i interest marketing model:

Insight is to find the intersection between the customer's marketing tasks and Bilibili's marketing resources.

Immerse resources, the most important fulcrum for building a brand is two types of content resources, content resources centered around fixed festivals and circle content resources.

There are four marketing paths: impress communication, circle marketing around key groups, node marketing at key moments, event marketing for key events, and seed marketing for key products.

Icon compound interest, time compound interest, community compound interest and IP compound interest.

PART 2-Dynamic Marketing

Summary: Brands participate in various flexible marketing activities on e-commerce platforms and conduct multi-channel crowd penetration.

This is no longer the era where a single marketing campaign can work wonders. Brands need to flexibly participate in various marketing activities to attract, retain and develop users.

List the marketing IPs of two major e-commerce platforms:

Tmall

Taking Tmall’s food industry as an example, it includes big promotion marketing IP, industry marketing IP, segmented category marketing IP, brand marketing IP and new product marketing IP.

Share 3 marketing IPs related to brand incubation.

1. Visit the new trend market:

Taobao Guanguang discovers new trends that are or will soon become popular by gaining insights into hot topics and new products on the entire network, and releases a new trend word every Monday through the "Guangguang New Trend Market". Through scientific interpretations of each new trend, horizontal evaluations, blind box interactions and other multi-dimensional content, users can also have a more comprehensive understanding of current new trends. As a new concept IP, Taobao Guangguang has also visually transformed the "New Trend Market" IP into a supermarket concept, striving to become a supermarket about new trends. As a brand, you can participate in guiding this trend, interact with users through content, and reach them again later through targeted delivery, providing a one-stop service for both promoting and removing content.

2. Tmall New Trend Collection:

"Tmall New Trends" is a marketing IP specially created for Tmall's new brands. During special large-scale marketing events such as Double 11, Double 12, and New Year's Festival, it provides Tmall's potential new brands with integrated marketing resources such as registration priority, exclusive venues, and on-site and off-site communication, helping new brands achieve explosive sales during the promotion period. In addition to large-scale promotions, "Tmall New Trends" will organize more monthly marketing activities in the future to help brands grow in the long term.

3. New treasure brand:

"Treasure New Brand" is Tmall's exclusive IP for new brands, dedicated to helping new brands achieve leapfrog development. Treasure New Brand mainly operates three modules: Treasure New Brand Day, Treasure Rookie Day, and Scoring Qi Password Column. "Tmall Treasure New Brand Day" is a major annual marketing event for new brands, with each event featuring one brand and exclusive resource support. "Treasure Newcomer Day" takes on the marketing scenario needs of new brands and accelerates brand category positioning through precise strategies such as super crowds, sampling, seeding, and interaction. The "Score Qi Code" column is a customized column for the cooperation between Baozang's new brand and Li Jiaqi. In addition to the cooperation with Li Jiaqi's live broadcast room, the platform is equipped with content seeding and traffic diversion support.

Tik Tok

Taking the Douyin clothing industry as an example, it includes platform promotion IP, platform single-brand IP, industry multi-brand IP, industry single-brand IP and segmented category activity IP.

Share 4 marketing IPs related to brand incubation.

1. Douyin New Day: Combined with user hot trends, it helps brands better enhance the popularity of new product market promotion.

2. Douyin’s new release: Support new trend brands, through Douyin’s own brand incubation mechanism and powerful new brand creation capabilities, help new brands grow rapidly and achieve new brand explosion.

3. Douyin Super Product Day: It is the main means and marketing position for brands to create their own "BIG DAY" on Douyin e-commerce, providing a complete marketing chain for the brand's concentrated outbreak of product effect, helping merchants to integrate high-quality traffic, influencers/celebrity, in-site operation resources, product gameplay, new marketing models and other resources on Douyin to achieve new growth on Douyin e-commerce; at the same time, through a variety of marketing gameplay, it helps brands break the circle.

4. Douyin Super Product Awards: The main means and marketing position of TOP brands in Douyin e-commerce's "Highlight Campaign of the Year" event, fully leveraging the platform's capabilities and advantages, providing brands with upgraded Super Product Day resources, creating an annual showcase shared by brands and the platform, helping brands achieve the ultimate integration of product and effect in Douyin e-commerce and set an industry benchmark.

Multi-channel penetration mainly refers to the brand's precise distribution of "goods" through a variety of "places" and "people":

The channel penetration that Tmall brings to brands is more through the "place" dimension of "people-goods-place". Brands can conduct field-specific characteristic marketing penetration through Alibaba's rich ecological system.

Ecological link: Alibaba’s channels: Tmall, Taobao, Tmall Supermarket, Tmall Global, etc.

The second ecological ring: some overseas media or platforms acquired or invested by Alibaba, such as Youku, UC Browser, Amap, Ele.me, Hema, etc., and even some offline resources, such as Uxianpai prototype and Intime commercial screen.

The third ecological ring: more media platforms outside Alibaba, such as Weibo, Douyin, Xiaohongshu, Bilibili, Zhihu, etc.

Taking Youku as an example, this article analyzes how brands conduct content marketing through long videos such as popular online variety shows. As traffic homogeneity increases and traffic entrances change frequently, new brands are in urgent need of differentiated, high-value breakthrough positions. Youku has a relatively young user base and has also been integrated into Alibaba's 88VIP membership system, gathering a large number of high-net-worth individuals. During this process, the content of the hit dramas was constantly being promoted. The combination of brand information and content scenarios provides a new platform for brands to go viral.

Youku provides brands with new solutions to increase their audience.

1. Membership category: It supports one-click coupon collection and following for high-value members; and platform-native advertisements, such as brand headlines, previous situation summaries, etc., can also attract new members. In addition, you can target multiple demographic tags to attract new users, such as city, frequency, channel, time, content, and other dimensions.

2. Celebrity category: Through products such as Fans Pass, select celebrities and related popular content, lock in full-link advertising, and activate fans' purchasing power.

3. OTT business, namely the application of large-screen home screens such as Internet TV, breaks the circle of home scenes and sinking populations. In the post-epidemic era, television is an important home scene, and buying while watching has become the mainstream. OTT is a stable and efficient reach channel, and can also help brands "break the circle" through traffic-based products such as UMAX, startup videos, and interactive projection.

Taking Tmall Campus as an example offline, we analyze how brands can occupy the mental scenes of young people and integrate online and offline resources to open up the campus market.

As of the end of 21, the average annual consumption of college students in my country was 20,000 yuan, the market size was 800 billion yuan, and the market size of the student group was close to 2 trillion yuan. The mobility rate is 25% per year, with new students and graduates replacing each other, and a constant influx of new people. Tmall Campus Store currently cooperates with over 400 colleges and universities, covers over 500 stores, and has a penetration rate of over 40% in 985 and 211 universities across the country.

Tmall campus full scene coverage interactive marketing:

1. Attract people by venue:

Offline venue - marketing ecosystem of thousands of schools and tens of thousands of screens, intelligent full coverage of colleges and universities, linkage of tens of thousands of screens, and tens of millions of offline exposures. It serves as a channel for online communication events to sink into the campus market, guides people to return online, and helps brands enter schools with full-link marketing solutions.

Online venue - Tmall CLUB, thousands of members form a million-strong self-operated media matrix, hundreds of campus experts become good product surprise officers to recommend good products through all channels.

2. Interactive marketing: Tmall campus theme stores, relying on Tmall campus stores to create brand/IP/activity theme stores and create immersive atmosphere experience stores. Tmall campus flash roadshow, with 300+ activity locations nationwide (both indoors and outdoors), core areas of Tmall campus stores, and places with high traffic flow on campus main roads.

The channel penetration that Douyin brings to brands is more through the "people" dimension of "people-goods-place". Brands can penetrate into target groups in different circles through Douyin's diverse matrix of influencers.

In the field of expert live streaming, we should focus on the three core areas of expert cooperation, increasing exposure and maximizing sales to expand experts, ensure sufficient budget and product profit margins, observe the market performance of products in the same category, analyze the product cycle, and use mid-level experts to test market effects.

Screening criteria: 1. Fan population portrait. 2. Obtain traffic capabilities. 3. Number of people watching the live broadcast online. 4. Live shopping guide capabilities.

The expert short video field should be based on the Douyin e-commerce FACT marketing matrix, carry out star map cooperation and selected alliance operations, and focus on improving the efficiency of cooperation from the details, processes, and reviews of expert cooperation, so as to achieve the goals of product promotion, fan conversion, creative communication and brand exposure.

Screening criteria: 1. Recent traffic performance and activity. 2. Fan stickiness and crowd composition. 3. Personality matching.

Here are three key indicators:

1. Fan-to-like ratio: the total number of fans of the influencer divided by the total number of likes. A low fan-to-like ratio means that the influencer’s content is not able to attract fans enough.

2. Playback overflow refers to the excess of the average number of views of an expert’s videos minus the total number of the expert’s fans. More play overflow indicates that the expert has great potential for increasing fans and his content is more recognized by users and platforms.

3. Interaction cost. The playback and interaction costs determine whether the influencer can cooperate in the long term. Behind it is the conversion rate of the content. A high conversion rate can lead to large-scale expansion.

PART 3-Digitalization of operations

Summary: Brands build user systems and data systems to manage user relationships, review business data, and predict future trends.

Member operations have become a new breakthrough for brand business growth and brand communication. The linkage between offline and online members can also better break down channel barriers, realize multi-channel unified management of all members in the region, and build an integrated business growth engine centered on brand members and driven by digital intelligence.

Next, we will explain the population model and key tools required for digital operation (data & intelligence) of the two major mainstream e-commerce platforms, Tmall and Douyin.

O-AIPL-S Crowd Model

AIPL represents four groups of people, namely Awareness, Interest, Purchase and Loyalty. The four groups of people are not independent of each other. They represent the relationship between users and brands from shallow to deep. Each user slowly flows among the four groups of people. The initial O stands for opportunity group, or the target user group. Here, a new group called spread group - S is added separately. They are actually the most important part of the brand user assets.

A- Awareness group: those who discover the brand and are attracted to it. The corresponding basic indicators are the number of exposures/clicks, the number of short video/live broadcast viewers, the number of store product browsing and the number of non-brand searches.

I-Interested groups: They deepen their interaction with the brand and take action. The corresponding basic indicators are the number of people who interact/subscribe/try, search for the brand, and collect/add to cart/consult.

P-Purchasing population: Completed the order. The corresponding basic indicator is the number of first-time buyers.

L-Loyal people: complete repurchase and join the club. The corresponding basic indicators are the number of repurchases of members and non-members respectively.

S-Diffusion crowd: Active sharing and dissemination. The corresponding basic indicators are mainly the number of people who share products/pictures/videos and other content.

Ultimately, we hope to use the O-AIPL-S model to digitally monitor the relationship between users and brands, and through operational actions, deepen the relationship between users and brands, and ultimately increase the user's LTV (total lifetime value).

Tmall Brand Data Bank

As Tmall's brand user asset management platform, Databank can unify the brand's user relationships in various channels and accumulate them into user assets, supporting brands to conduct in-depth insights and analysis of user assets. It can also enable user assets to be accessed at any time to support brand marketing activities and business decisions.

Brand Data Bank member full-link integrated analysis solution:

1. Digital insights into members

Quick introduction to brand members: Who are the members? How to make the membership group continue to grow into the core group of the brand? How can a brand achieve member-linked operations in multiple stores? Which channel is easier to recruit members? How does my membership performance compare to the industry best? Which products are more likely to be spread by high-value members?

At the same time, you can also select potential groups and conveniently push them to the customer operation platform for operation. It also supports synchronization with CRM to carry out differentiated operations for segmented groups.

2. Target special attack

Effectively attract new members and maintain membership growth:

1. Recruit where you are most efficient.

2. Find the person who is easiest to join.

3. Use the most appropriate method (benefits, products) to attract them to join.

Improve member active transactions—increase member GMV & increase member ARPU value

3. Marketing scenario guidance

The transaction goals are broken down into membership goals to achieve phased and refined operations. That is, using data bank and customer operation platform tools to estimate the member GTA (GMV To AIPL) gap, formulate a phased operation plan, stratify the gaps according to different insights into the intersection and integration of different groups of people, conduct public and private domain outreach during the water storage period and the promotion period, and achieve member recruitment and activation.

Rapidly recruit high-potential members of the brand, namely three types of high-potential members:

1. Brand PL people who have visited recently but have not joined the club.

2. People who have recently purchased but have not yet joined the membership.

3. Active fans who have not joined the club. And provide intelligent strategy recommendations: A. Product recommendation strategy. B. Focus on content hot spots strategy. C. Contact interaction preference strategy.

Douyin e-commerce data compass

As a data product of Douyin e-commerce, E-commerce Compass provides merchants and creators with efficient and intelligent e-commerce data product solutions. We are committed to using data to drive sustainable business growth and provide merchants with complete product capabilities from strategy formulation to operational analysis.

In 2022, we will focus on providing brand merchants with the Data Compass Strategy Edition, which will help merchants accurately identify market opportunities and increase business growth through market opportunity insights, crowd assets, and product strategies.

The core advantages of Data Compass Strategy Edition:

1. Official data provides merchants with market index analysis data, which safely solves the problem of difficulty in viewing category data and inconsistent data caliber; based on the unified data standards of closed-loop e-commerce behavior, it opens up a closed-loop e-commerce data system from the perspective of people, goods, and content.

2. Algorithmic capabilities, combined with the Douyin knowledge graph, from content identification of hot words to processing, processing and integration of associations with e-commerce categories, provide structured analysis capabilities for Douyin-specific content data.

3. People and goods tags, open Douyin’s closed-loop e-commerce crowd behavior tags, open from the store’s private domain, industry-specific tags, and market behavior tags, to provide merchants with more complete user crowd operation capabilities from insight to operation. Based on commodity attribute data, it provides the ability to analyze the attributes of various industry categories, and more accurately identifies changes in market trends.

4. The ecosystem is open, linking third-party data service providers, consulting companies, agents, DP operation service providers and other roles to provide professional data solutions to help brand business growth.

Data Compass Application Scenario: Formulate Douyin e-commerce strategy

1. Look at the market: identify market trends, analyze industry hot products and new products, check market price performance and product attribute preferences, and explore opportunities in niche markets.

2. Find hot spots: explore user needs, identify market opportunities, and understand what users search, watch, and buy.

3. Create content: Gain insights into the market’s popular content trends and discover recent hot short video topics and short video content.

4. Determine the target group: find the target group accurately for efficient harvesting, conduct population analysis, and select the target group for delivery.

Big data + AI trend prediction

The sales data of any platform actually represents supply-side data. In addition to analyzing supply-side data, brands also need to predict demand-side data to break blind spots.

Users' various online behaviors generate a large amount of data, and the amount of information carried by big data itself is the primary productive force of marketing. Big data and AI algorithms can be used to analyze user consumption preferences, which is the demand-side data required by brands. By comparing supply-side data with demand-side data, blue ocean markets can be discovered.

In addition, user data can be roughly divided into behavioral data and attitude data. Behavioral data includes adding favorites to cart items and placing orders, but behavioral data can often only represent the past and cannot represent trends that have not yet occurred. However, user attitude data can. Whether users like, forward, or comment on related content on social media represents their consumption preferences and attitudes.

This also requires the use of big data and AI algorithms to clean and analyze social media data across the entire network, but in fact this will save more manpower than traditional user surveys, and the information obtained will be more real and massive. Through multi-dimensional analysis of supply-side and demand-side sales data as well as user behavior and attitude data, brands can predict trends to conduct targeted marketing and delivery, ultimately achieving digital "smart" operations.

The above is almost all the content of the brand’s online combat manual, but one fact needs to be pointed out here - even if you learn all the above content, it does not mean that the brand will be able to defeat all opponents. Why? Because these are tactics. If a brand wants to travel through the cycle, what is more important is strategy, that is, combat military strategy, and the core lies in the five things and seven strategies (using Sun Tzu's Art of War).

Five things

Tao, heaven, earth, general, and law.

"Tao" can be understood as the brand's value proposition and business philosophy, and will eventually be sublimated into brand culture.

"Heaven and Earth" can be understood as the opportunity and track in which the brand is located. Brand development will be affected by various environmental factors at all times.

"Read" can be understood as the comprehensive capabilities of the brand team, especially the leaders.

"Law" can be understood as a series of rules and regulations for brand management.

Seven strategies

Who has the power of the lord, who has the power of the general, who has the ability of the heaven and earth, who has the law and order, who has the strength of the army, who has the strength of the soldiers, who is the skilled soldiers, and who is the reward and punishment.

I won’t go into details. The fewer words, the bigger the matter is, and I need to understand it.

Military arts and manuals are like the internal and external skills required by a brand. Only by practicing both internal and external can you maintain the overall growth of the brand and win the hearts of the people in this infinite war.

Author: Brand White

Source: Brand White