"Tao Yuanming" Carnival - In-depth look at the key indicators of the brand sponsors of "Produce 101"

"Produce 101" has become popular, and its sponsors have also opened fan voting channels. For these companies, what are their "key indicators" in this voting activity? Let’s take a look.

After Tao Yuanming of the Jin Dynasty picked chrysanthemums under the eastern fence, he wanted to express himself but had forgotten the words.

But now, if you don’t speak, you can’t become “Tao Yuanming”. However, there are so many poets who love "chrysanthemum". You can also choose to be "Yuan Zhen" and recite a line of poetry: "It's not that I prefer chrysanthemum among flowers, it's that there are no other flowers after this flower blooms."

In any case, the organizers don't want you to be just an outsider.

The program format of "Produce 101" originated from South Korea. The program format is to recruit trainees with special skills from various brokerage companies and select 101 people to compete.

According to the official data of this program, out of 457 companies and 13,778 trainees, only 40 companies and 101 girls have the opportunity to enter the program. In the end, only 11 out of the 101 girls were able to form an idol group through the show and debut successfully.

Among these 101 girls, Wang Ju, who takes "being yourself" as her life creed, is widely sought after, so if the power of Wang Ju's fans can support her to the end, she will have a chance to get a debut spot.

The frenetic drama of fans voting via text messages from the Super Girl era continued, except that the text messages were replaced with voting links from various sponsors such as Tencent Video , Xiaohongshu , Yingshu, and Zhonghua.

You have a girl you want to Pick (to show support or like), and sponsors also have their rules. After all, business is not charity . On each of these voting pages, they hope that you, as a "Tao Yuanming", will be willing to spend money, be able to write, leave your mobile phone number, and buy some toothpaste.

For these companies, what are their “key indicators” in this voting activity?

1. Settle down in Tencent and give membership to friends

As the organizer, Tencent Video has made the biggest move.

From pulling up the "Produce 101" banner from the App icon to giving it an entire page. Of course, as a producer, this is understandable, and users can quickly vote on the site after watching the show.

Back when "Idol Producer" had only 100,000 fans on Weibo, it had 1 million fans in iQiyi 's Bubble Community.

Human nature is lazy, so whoever is "closer to the users" can get more traffic . Smart Tencent would understand this logic and created the Doki Square section.

But for Tencent Video, which has more than 100 million monthly active users, traffic is not the most important thing; monetization is the core.

The voting rules of Tencent Video are: register, log in, and become an ordinary user. You only have 11 votes per day, but if you are willing to spend a little more money to become a member, you will have 121 votes.

The multiplication tables within 20 that I had painstakingly memorized in junior high school came in handy now. It doesn't take much thought to know that members have 11 times more votes than ordinary users. If Likes and Picks mean the same thing, then this is also 11 times more than other voting channels .

As a "Tao Yuanming", it seems that you are not worthy of your identity if you don't pay out of your own pocket. Next, would you like to know more about Tencent Video membership?

This "Produce 101" membership event has three characteristics:

1. Customized membership cards have exclusive discounts. You can buy a customized card for your favorite girl and give it to your friends. The system will invite your friends to like her.
2. The custom card support list is ranked by the number of custom cards purchased, to see who has the greater support.
3. The fan contribution list is ranked by consumption amount. After buying the customized card, you can also buy peripheral products.

Voting is a competition among young ladies, and the list is a competition among the "Tao Yuanmings". Over the past millennia, the advancement of science and technology has changed the world beyond all recognition, but it has only magnified human nature. "Comparison" is the core of this membership activity and also human nature.

These three points of membership activities all point to one word: monetization.

2. I would like to ask you, how many notes do you like on Xiaohongshu?

For Xiaohongshu, a female e-commerce community with the slogan "Mark my life", she prefers "Tao Yuanming" who is willing to show his own life.

As a sponsor, Xiaohongshu did not provide a prominent position for "Creation 101" on its homepage, and one has to go through the search interface to access its corresponding page.

In the voting rules of Xiaohongshu, in addition to the opportunity to register and log in 10 times and share to get 10 supports, "notes" are very important. Liking, collecting, and commenting on Miss 101's notes can gain additional popularity points.

Each of the young ladies will take a lot of short video -type "notes", so as a "Tao Yuanming", they will definitely like, collect and comment on all of Wang Ju's notes one by one.

The event lasts from April 21st to June 17th, and the above process can be repeated every day.

It takes 21 days to develop a habit. I believe that loyal "Tao Yuanmings" will open Xiaohongshu and start marking their lives after the event.

Tencent Video wants Tao Yuanming’s money, while Xiaohongshu seems to be more obedient and just wants to play with her.

The key indicator of Xiaohongshu is: activity.

3. Picking chrysanthemums under the subway, Yingshu China sees

"Subway" is the name of Yingshu's voting activity. Because the girl ranked first, Yingshu will book a subway train for her as an image display. As "Tao Yuanming", the purpose is naturally to help "Sister Ju" take that subway train.

Yingshu’s voting rules are relatively simple. You only need to enter your mobile phone number and verify it on the page to vote.

At first it was a text message verification code, but later it was changed to a voice verification code, probably because of large-scale screen swiping. The verification codes range from simple to complex. Behind this inhumane behavior, we can actually see that for Yingshu, he hopes that every mobile phone number he collects is a living person.

If science and technology are the primary productive force, then "active" talents are the primary consumer force.

For facial mask brands that have just emerged from programs such as "Tucao Conference", this stage is still a period of advertising and branding, and the user information collected may be in preparation for the next stage of the campaign.

Yingshu’s key indicator is: collecting real user information.

In comparison, China Toothpaste seems to be a bit more "stupid". You can get 3 votes by entering the page, but to get extra votes, you have to buy toothpaste on JD.com . If you spend more than 30 yuan, you will get 10 chances to pick.

I watched "Produce 101" on Tencent Video, so it was natural for me to buy a Tencent Video membership. But if I buy toothpaste just to vote for the young lady, it would seem a little out of place. Although both are brand advertisements, China Toothpaste does not seem as natural and simple as Yingshu.

But it is wrong to measure the entire market with your own perspective. What the final effect will be is still unknown, but we can find out.

The key indicator of China Toothpaste is: monetization.

4. As voting day approaches, the North Star shines brightly.

Summarizing the indicators that organizers and sponsors focus on, we can find the differences in the indicators they focus on:

• Focus on traffic acquisition: Yingshu
• Follow activity: Xiaohongshu
• Focus on monetization: Tencent Video, China Toothpaste

Traffic acquisition, user activation, and monetization are actually the three links in the " growth hacker " AARRR model .

Then let’s take a look at the time when these brands were established:

• Yingshu was founded in 2014, and became widely known for sponsoring "Tucao Conference" in 2017;
• Xiaohongshu was founded in 2013 and had 70 million users in 2017;
• Tencent Video was launched in 2011, and by the end of 2017, it had 137 million daily active users;
• China Toothpaste has been leased by the European Unilever Group since 1994 and is now almost a household name.

It can be seen that the indicators they pay attention to are not groundless, but have a basis.

In the "growth hacker" system, there is an indicator called the "North Star Indicator". The North Star Metric is like the North Star, shining high in the sky, guiding everyone in the company in the same direction.

The role of the North Star Indicator is that the company will have a clear and unified data indicator guide, and it can also clarify the priority of tasks to ensure that the entire company can concentrate its firepower and grasp the key points.

Of course, the North Star Indicator is not static and needs to be adjusted according to the stage your company is in. Of course, there are several criteria for judging the North Star indicator:

• Can this indicator allow users to experience the core value of the product?
• Can this indicator reflect the level of user activity?
• If this indicator improves, does it mean that the entire company is moving in a good direction?

From the marketing behaviors of several brands in this event, we can roughly guess their "North Star Indicator":

• Tencent Video’s member users should be the happiest users among all users, so when watching videos, they will give priority to opening Tencent Video. What’s important is that members can bring revenue to the company, helping it to invest more costs to serve users well.
• For Xiaohongshu, it is still in a period of rapid growth and needs to accumulate a large number of users. For a content-based e-commerce platform, as long as there is activity, there is an opportunity for monetization.
• Yingshu and Zhonghua Toothpaste are two brands from traditional industries and may not be strictly divided according to the logic of the Internet . By comparing these two brands, we can find that Yingshu was established later and is currently focusing on brand promotion . In addition, its products have a higher average order value and users need to make long-term decisions. She may want to leave a good impression on the audience.
• For China Toothpaste, its popularity is already high enough, and what is more valuable to it is monetization, that is, buying its toothpaste, and the average customer spending is low, which is suitable for short-term decision-making scenarios.

The above is actually my guess as to the reasons why each brand sets the “North Star Indicator”. Of course, the “North Star Indicator” is just a name. After all, any methodology is to help you achieve your goals better. Whether it is the Beijing Star or the South Pole Star, as long as they can guide us to the end, they are all good stars.

5. There is a true meaning in this, please do not forget it.

So for the "Tao Yuanmings", no matter what kind of voting channel or method, whether it's spending money or time, there is only one "North Star Indicator": Let Sister Ju make her debut!

Careful readers will find that the five titles together form my rewrite of Tao Yuanming's most famous poem "Drinking, No. 5" in the Eastern Jin Dynasty.

I settled down in Tencent and gave membership to my friends.

I want to ask you, how many notes do you like on Xiaohongshu?

Picking chrysanthemums under the subway, I see the heroic trees of China.

As voting day approaches, the North Star shines brightly.

There is true meaning in this, please do not forget it.

The author of this article @徐邦睿 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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