HE Tuber

HE Tuber for upload your video, share your video and watch video from movie, sports, songs, entertainment.

[rafi420]

How to carry out public data authorization operations?

With the release of the "Opinions of the Central Committee of the Communist Party of China and the State Council on Building a More Perfect Market-oriented Allocation System and Mechanism of Factors" in 2020, data HE Tuber has officially become the fifth largest factor of production, and relevant exploration and research has been carried out across the country.

The "Opinions of the Central Committee of the Communist Party of China and the State Council on Building a Data Basic System to Better Play the Role of Data Elements" released at the end of 2022 is more in-depth around the data property rights system, data element circulation and transaction system, data element income distribution system and data element governance system. The basic principles have been clarified, and accelerating the circulation of data elements has become an urgent problem to be solved.

How to speed up the circulation of data elements?

The ideas last year and this year are completely different. Last year, more exchanges/trading centers were built one after another; this year, various places have targeted public data authorization operations as an entry point.

Just as the author had the same idea at the end of last year: public data is large in volume and of high value, and is an important part of the national data element system; and because of its generation process, management methods, content characteristics, etc., it is different from enterprise and personal data. In comparison, the ownership structure is clearer.

Therefore, the authorized operation of public data is a key breakthrough in the construction of the data element market.

So what is a public data authorization operation? How to carry out public data authorization operations?

Here, the author describes the overall idea based on what he sees and thinks:

What is public data authorized operation?

The official statement is to authorize specific market entities to, on the premise of protecting state secrets, national security, social public interests, business secrets, personal privacy and data security, develop and utilize information that is closely related to people's livelihood, urgent social needs, and commercial information held by government departments. Data with significant value-added potential.

The author believes that the popular understanding is that on the basis of the original openness of public data, for data involving personal or corporate privacy such as social security and provident funds, by authorizing specific market entities, on the premise of ensuring that the data is available, invisible and relevant security and compliance, Realize in banking, insurance, medical and other industries.

How to carry out public data authorization operations

As a brand-new topic, launching public data authorization operations must be a process of in-depth exploration by multiple parties. The author believes that the core of public data authorization operations includes the following five major links:

Legislative protection

For a long time, public data circulation has encountered many bottlenecks and blockages. For example, whether the local government clearly supports the authorized operation of public data, what are the rights and responsibilities of the big data bureau and the commissioned bureau, and where are the rights and interests of authorized operating entities protected, etc. This requires local legislation to provide legal explanations, so as to provide follow-up information for all parties. Work together to provide an effective grip.

At present, 18 provinces in my country have successively introduced local data regulations and legislation. At the same time, we can see that some prefectures and cities have also introduced local data regulations this year, such as Suzhou and Xiamen. A large part of them explains the circulation of data elements and the authorized operation of public data. .

System construction

Due to their particularity, laws and regulations cannot be elaborated on authorized operations of public data, so local governments need to introduce corresponding management measures.

The specific core content includes the responsibilities of relevant departments for public data authorization operations, corresponding public data authorization operation procedures, corresponding requirements for authorized operation market entities, security guarantee mechanisms, directions that need to vigorously promote utilization, etc., and must be compiled according to various local characteristics. .

At the same time, in order to speed up the progress of all departments, each locality must issue corresponding implementation plans, mainly including the lead party and time nodes of relevant work.

In addition, this work also includes how to grant operating rights to corresponding market entities, who will be responsible for platform construction, how to refine the revenue distribution system, etc. There is a lot of preliminary preparation work, which is also a problem that is currently being solved in various places.

Technical support

After the relevant system construction is clarified, the overall project construction needs to be started at this time.

The first one is platform construction, which comprehensively considers the differences in needs of various roles: For example, the data source department and the data management department consider more about which data can be authorized for use? How is this data desensitized? How to evaluate the value of data assets? How to carry out security supervision for the entire process and other issues, while operating companies pay more attention to how data products are processed and generated? How to authorize the information subject? How to price data products and other issues.

These functions are currently also the goals that various construction service manufacturers are focusing on research and development.

Scene mining

This is content that all roles are interested in, especially operating companies, because in layman’s terms this is content that can actually bring monetization value.

Here, the author can't help but express my gratitude for having been deeply involved in the exploration of operator data monetization since graduation. I have accumulated a certain amount of knowledge about the data required for business development in banking, insurance, retail, cultural tourism and other industries.

After coming into contact with the huge treasure of public data, related scenarios gradually became systematic with corresponding research and certification. At present, the author has sorted out at least 30 scenarios, and the data products derived from some scenarios are taking effect in relevant places.

At the same time, the author believes that the greater value of authorized operation of public data or circulation of data elements is to help industrial upgrading. How to strengthen the integration of factor chains and industrial chains is a key point that needs to be considered in various places.

Because common scenarios will gradually become generalized, the corresponding value will decrease. Industrial scenarios, especially those that combine local characteristics, will definitely improve the level of local economic development.

This is also what the author believes is the most important value of data as a production factor: promoting the deep integration of data elements with other production factors such as capital and technology; using data elements to integrate and forge various chains in market relationships; improving entities through the marketization of data elements economic operation power, thereby forming a coordinated development mechanism.

Take the biomedical industry as an example: In the drug discovery stage, target orientation requires the support of various international relevant databases. Basically, relevant biomedical research institutions need to spend corresponding expenses for procurement and analysis every year. If the operating company conducts unified purchasing and the data providers form corresponding data base products and supply them to pharmaceutical companies, then the R&D costs of pharmaceutical companies will be reduced. At the same time, in the clinical trial stage, the capital cost required for new drug research applications is very large. How to form a product in the enterprise research stage and a local investment mechanism also requires the integration of factor chains.

Therefore, judging from the current exploration in various places, some places are already building data element industrial parks. The author believes that we can wait for a while, and the ultimate form is to form a local data element industrial park. But the core prelude is the need to form factor services in all aspects around local characteristic industries, so as to help industrial upgrading on the one hand, and on the other hand to form an industrial park with local characteristics around these factor services.

Income distribution

Since in layman's terms, public data authorization operations are monetization, then how to price data products in various scenarios has been a long-standing problem.

Operators have been working on monetization for so many years and there is no specific standard method, so the author believes that a national standard is basically impossible, or very difficult. Theoretically, pricing methods are divided into cost method, income method, and market method. Currently, it is recommended to adopt the cost method. After all, there are not so many data products in various places.

So what are the general revenue paths? The author believes that it is divided into the following categories:

End-to-end revenue, the operating company directly faces the revenue of the utilization entity.

The operating company processes and forms data components for the benefit of digital business operators.

Annual registration fee for several merchants.

Data providers will take a commission from the trading volume of their data products.

Accounting and disclosure to improve operating company corporate assets.

[rafi420]

In this session of 618, 9 yuan 9 and 1 yuan are the protagonists.

The four female leaders, Dai Shan from Taobao and Tmall, Xu Ran from JD.com, Wei Wenwen from Douyin and Abu from Pinduoduo, faced off head-to-head for the first time, but the supposed fierce battlefield seemed HE Tuber a bit quiet: during the pre-sale stage, The platforms that got off to a good start did not promote the dazzling GMV (platform transaction volume) with the same fanfare as in previous years, and social platforms rarely discussed the achievements of top anchors.

In an era where e-commerce platforms have entered the era of stock competition, the focus of the consumer industry is no longer on high-flying and rapid explosions, but on reducing costs, increasing efficiency, and operating steadily. 618 platforms have chosen to keep a low profile and compete secretly. What consumers can most easily perceive is the change at the product level: traditional e-commerce Taobao, Tmall, and JD.com have many more content sections on their homepages; Douyin has invested in shelf e-commerce. Embracing, online single product value-for-money shopping, mall channel theme days and other sections are launched on the shopping homepage.

"Taobao Good Price" on Taobao homepage

Different platforms have different strategies, and they all come up with similar themes: many consumers have found an entrance with a "low price" mentality on the APP. Taobao has captured the attention with "Taobao Good Prices", JD.com has brought "tens of billions of subsidies" to the C position, Douyin has quietly used its self-operated model to explore low-price e-commerce, and Pinduoduo has launched a price reduction list.

Consumers have sensed changes in APPs and more “low prices”, while merchants have sensed the shift in traffic on 618. Compared with previous years’ traffic that was tilted towards brands and large merchants, this year’s traffic seems to favor small and medium-sized merchants, and many white merchants. Brands and brand merchants are all "getting excited" on this year's 618.

Some small and medium-sized merchants told "E-Commerce Online" that this year it is obvious that several platforms have begun to pay attention to small and medium-sized merchants. "In the past, they were cheerleaders on the sidelines, but this year they have become the main force on the field."

In the tenth year of 618 "Volume", the e-commerce platform, which has returned to its essence, is using a more diversified ecology to meet the needs of consumers at different levels, and strives to make users stay on the platform longer. In turn, only when merchants at the base and middle waist are more substantial can the development of the e-commerce ecosystem be more sustainable.

Cats and dogs fight for "low prices"

Before the 618 pre-sale officially started, the apps on each platform had quietly changed.

“Taobao Good Price Festival” and JD.com’s “Ten Billion Subsidies”

Multiple low-price entrances appeared on the Taobao APP homepage. “Taobao Good Prices” quietly replaced the former Juhuasuan and Youhaohuo channels, and the “Taobao Good Prices Festival” also appeared on the homepage. The two channels have similar names but slightly different content. The "Taobao Good Prices" channel is similar to the previous "Juhuasuan", bringing together sections such as tens of billions of subsidies, a 1 yuan special area, and limited-time flash sales; the "Taobao Good Prices Festival" is limited to the 618 period, with a 9.9 yuan cap and official direct discounts and interest-free installments. Both have white labels and brands, and cover most categories, but the theme is "low price". In the official instant discount of "Taobao Good Price Festival", there is a Gree dishwasher with an instant discount of 720 yuan. There are also full-length mirrors with an instant discount of N.

JD.com updated the APP on May 9, and the 10 billion subsidy channel occupies the C position on the homepage. In the past, most of the "tens of billions of subsidies" were for branded products, but now there are many more white-label and brand-name products. In the channel, there are not only ASICS running shoes with a subsidy of 120 yuan, but also white-brand dresses with a subsidy of 66 yuan.

Pinduoduo’s 618 section and Douyin’s “super cheap store”

The layout of Pinduoduo’s homepage has not changed much, but the 618 section appears in the navigation bar at the bottom. After users click to enter, they can see the price reduction list of recently browsed products. There are also small words on the side indicating how much yuan they have dropped: The reporter just browsed The Zelda game cartridge is on the list with a price reduction of 182 yuan.

On the eve of 618, Douyin quietly launched its own low-price e-commerce "super-cheap store", covering categories such as department stores, small home appliances, and 3C digital accessories. Most of them are white-label products, including Vinda and Liby. Wait for the brand to appear. The price of most of the products is 9.9 yuan. The main image of many products also shows that new customers can get it for as little as 0.01 yuan via Douyin Pay. The most expensive one is a 30-pack of Qingfeng tissue paper priced at 45.9 yuan.

Allocating certain traffic positions on the homepage to "low price", each platform obviously regards "low price" as an important weight for this year's 618 promotion: when the e-commerce industry is gradually returning to its essence, it begins to pursue goods, services and Efficiency, of which goods are the most important, and the most easily perceived by consumers is price - this is also the factor that most affects consumer decision-making.

Both Taobao and JD.com have 1-yuan free shipping zones.

Various e-commerce platforms invariably chose to use "low prices" to make breakthroughs on June 18 this year, hoping to use low enough prices to attract and influence consumers. Most consumers tend to make more rational decisions when faced with high customer unit prices, but rarely shop around when faced with low customer unit prices, so that they can complete transaction decisions and achieve consumption.

When the low-price channel on the homepage appears with many white-label or brand-name low-price products, it also means that the protagonists of 618 on each platform this year have undergone subtle changes: the focus of traffic is quietly changing from brand merchants to small and medium-sized merchants.

Are small and medium-sized businesses getting excited?

From the earliest Jingdong anniversary store celebration to now, 618 has become a major promotion holiday shared by all platforms.

In previous major promotions, brand merchants and small and medium-sized merchants had different experiences: big brands have price control requirements and sufficient capital, and can also obtain platform traffic. Participating in major promotions can also guarantee a certain profit, while small and medium-sized merchants have You need to bear the discounts, advertising fees and traffic costs during major sales, but the profits of the products you operate are not high. During major sales, you need to do business at a loss: "If you don't participate in the event, you are waiting for death. If you participate, you are courting death."

Most small and medium-sized shop owners generally have one voice, that is, the big sales of e-commerce platforms are the same as the big sales of large shopping malls. The platform will give priority to allocating traffic to brands or large stores, while small and medium-sized shop owners participating in big sales are like playing scratch-off games. Most people only get a "Thank you for participating."

This year's 618, as various platforms use "low prices" as their signboard, the protagonists of major sales have also quietly changed.

Compared with previous years, more leading merchants and brand merchants are promoted. This year, each platform focuses more on low prices, and small and medium-sized merchants have become the focus of traffic.

A JD operator previously interviewed by "E-Commerce Online" said that when JD first started to offer "tens of billions of subsidies", most of the participating players were large stores and brands. Conditions apply, only some invited or qualified stores can participate. When the 618 promotion is approaching, the tens of billions subsidy channel is open to all merchants. Many small and medium-sized merchants are rushing to sign up, hoping to attract a wave of traffic at this time." .

On the one hand, low prices can serve as hooks, bringing traffic and short-term bursts to stores. On the other hand, JD.com’s “Ten Billion Subsidy” is on the homepage of the APP, and products participating in the “Ten Billion Subsidy” can also be ranked when searching. By being higher up, merchants can get more platform traffic.

Jingdong’s previous tens of billions of subsidy training

Compared with JD.com, Taobao and Tmall directly created the "618 Taobao Good Price Festival" exclusively for small and medium-sized merchants on 618 this year, and also placed the entrance of the "Taobao Good Price Festival" on the APP homepage, giving small and medium-sized merchants in the channel more certainty. traffic entrance.

Ningbo businessman Mao Huaiyu took small appliances from his factory to participate in this year’s 618 Taobao Good Price. In his view, the “low price” of Taobao Good Price is not the blind pursuit of the lowest price, but the pursuit of the most cost-effective. This is also In line with their product characteristics, "Our products want to achieve two things. The first is that with the same quality, our price is more advantageous than competing products. The second is that at the same price, our products are better than those of competing products." Competing products have advantages. We do not pursue the lowest price, but we pursue cost-effectiveness."

The "low price" of Taobao and Tmall's 618 promotion this time is regarded by many participating small and medium-sized merchants as an experiment to test how much increase the "low price" combined with the traffic entrance provided by the platform can bring to them. In Mao Huaiyu's estimation Next year, we can achieve an increase of more than 20% through Taobao's good price channel, which may result in an additional sales value of 100 million yuan.

The small and medium-sized businesses that had previously watched from the sidelines became the protagonists this time. The platform directs traffic to more high-quality and

[rafi420]

Meituan and Douyin focus on the B-side of local life

When the merger of Meituan and Dianping comes to an end, Meituan’s status in the local life field is basically established. However, with the continuous development and innovation of Internet technology, local life HE Tuber services have been provided with more possibilities and new opportunities.

Therefore, despite Meituan’s strict defense, there are still many players who want to get in on the game. Douyin, Alibaba, JD.com, Kuaishou, Xiaohongshu, etc. have all entered the local life track.

Among them, Douyin’s offensive is the most fierce.

Whether it is the veteran player Meituan or the new player Douyin, although they have different entrances into the local life service business, their user structure and business model are highly overlapping. Therefore, in order to compete for users, a "money-burning war" between the two is inevitable.

As the local life war continues to advance, the competition between Douyin and Meituan has also entered a more intense stage in the To B field that is not easily noticed by consumers. It has gradually evolved from competing for users to competing for merchants and service providers.

1. The battlefield shifts to To B

The war in local life has never stopped.

Once upon a time, in order to attract traffic and seize the market, Douyin adopted the "three strategies" of "low-price strategy, catering group buying, and leading brands"; Meituan was not to be outdone and launched "special group buying" to challenge.

In fact, behind the close combat between Meituan and Douyin over price is the increasingly fierce competition for local users. According to the "2023 Local Life Services Report" released by QuestMobile, as of April this year, the number of overlapping users of Meituan and Douyin exceeded 300 million, and the overlapping users accounted for 81.0% of Meituan users.

As the saying goes, users' time is limited, and if they focus on one thing, they will lose another. The essence of competition between Meituan and Douyin is to seize the user market to promote more transaction opportunities. However, whether each platform wants to attract traffic or retain users, what is tested behind this is more the influence of the merchants.

This means that Meituan and Douyin always need to win over merchants, and the main thing they compete for is merchant resources. The reason why merchants and service providers can become the next focus of competition between Meituan and Douyin is naturally self-evident.

First of all, the accumulation of Douyin and Meituan in the local life field has laid the foundation for their layout on the B-side.

After years of exploration on the consumer side, Meituan already has a large number of merchants and distribution resources. Although Douyin entered the game late, it has grown into a powerful player due to its brutal growth. Both also have the ability to provide multi-scenario and multi-industry solutions and meet the diversified needs of enterprises.

Therefore, as the local life service market changes from the era of "traffic dividend" to the era of "digital dividend", Meituan and Douyin have the possibility to connect the C-side and B-side of local life through their own efforts.

Secondly, the C-side growth in the local life service sector has slowed down, and Douyin and Meituan have accelerated their deployment on the B-side, and may also be considering finding new growth.

As mobile Internet traffic dividends and technology dividends gradually fade away, the slowdown in user growth has become an indisputable fact. Therefore, the user stickiness of high-quality consumers on the platform and the order contribution of high-frequency users are not growing as fast as in the past. As the pace of players' local life is accelerating, merchants and service providers have gradually become a battleground.

Therefore, in order to ensure traffic acquisition and user retention, it is necessary for each platform to further increase the number of merchants and service providers.

Finally, Meituan and Douyin’s increase in merchants and service providers is, to a certain extent, strengthening their rear positions, which will help enhance the market competitiveness of the platforms.

In the past, the local life industry tested players’ ability to discover riders and merchants and their determination and intensity to invest in subsidies. However, as competition gradually deepens, the ability to comprehensively empower merchants digitally and further explore the value of merchants has become the key to competition.

For Meituan and Douyin, whose local lifestyle business base is already considerable, it is particularly important to take the lead in completing the structural integration from brand, operation to delivery team.

2. Douyin adds layers of code

Since the growth of advertising has slowed down and e-commerce has been unable to cope, Douyin has placed high hopes on local life. Because of this, Douyin’s layout in the local life field started very early.

Nowadays, with the gradual improvement of B-side tools, Douyin's development in the local life track has also begun to enter a new stage. From the initial competition for users and the expansion of the C-side market, it has developed into a focus on merchants and service providers. of empowerment.

It is understood that Douyin Local Life has recently launched an app called “Douyin Sales Gang”. Specifically, Douyin Sales Bang is a product mainly used by merchants, service providers and their own employees to manage sales and improve business capabilities.

In fact, so far, Douyin has launched a total of 4 management and operation products, including Douyin Laike, Douyin Linke, Douyin Jixing and Douyin Sales Bang. These four software basically cover Douyin. Required for the work of local life industry practitioners. The launch of these products reflects Douyin’s determination and ability to enter the local life field.

As a result, merchants have embraced products such as Douyin Sales Bang, which can help them reduce operating costs and improve sales efficiency to a certain extent.

From lead allocation to contacting users, from conversion to sales progress management, this is exactly the aspect that needs to be improved in Douyin’s local life. The launch of Douyin Sales Bang can provide sales with full-process capabilities for sales operations such as customer leads, business data, performance tracking, and process visits, and help managers manage their teams efficiently, which can effectively improve the performance of merchants, service providers, and their own employees. Business capabilities and work efficiency.

Secondly, Douyin has low commissions and high exposure. Merchants can choose Douyin sales and other products to gain more customers.

Douyin’s 600 million DAU cannot be ignored and can help merchants increase exposure and customer flow. In addition, Douyin’s local life business is still in the development stage, and the platform commission is relatively low, which will also attract a large number of merchants to try.

What's more, Douyin provides great support to influencers, and packages and operates restaurant-related content through store visits, helping merchants to better publicize and close deals, while also allowing merchants and influencers to Establish connections and support merchants to create a closed ecological loop.

With the help of products such as Douyin Sales Bang, Douyin Local Life has quickly penetrated into the merchants and service providers of the platform.

Take Douyin Laike as an example. According to QuestMobile data, from March to December 2022, the number of users of Douyin Laike App, an exclusive operating platform created for Douyin life service merchants, increased to 2.065 million, with a growth rate of 3182.4%. In the first four months of this year, the total number of users continued to grow to 1.356 million.

Obviously, these Douyin products are being used by more and more merchants and service providers.

3. Meituan gradually upgraded

Although Meituan is a leading player in the local life track in China, Meituan’s accumulation in this field is already very deep. However, in the past two years, as Douyin has successfully emerged from the crowd of players, the local life scene has been successfully revitalized.

In this context, instead of sitting back and waiting for death, it is better to take the initiative. Meituan also turned its attention and began to re-emphasize the support and maintenance of merchants and service providers.

It is worth noting that Meituan has previously launched a number of products that are closely related to merchants and service providers, including the mini program "Meituan Circle Exploring Stores" to match merchants and experts, and the new marketing tool "God's Popularity" for merchants. ".

Not only that, Meituan has also launched an information management tool App "Qingyun Juxin" for merchants with one-stop fulfillment process management capabilities. It can be seen that Meituan is also continuing to upgrade the depth of its products in terms of merchants and service providers.

First, merchants actively choose products such as Meituan Sharpshooter, which can help them find more room for growth to a certain extent.

As the shelf model matures, Meituan began to hope to further break through from "products" to provide merchants with rich display and transaction opportunities. The "Shen Shou" page breaks Meituan's original presentation method of mainly pictures and text, and uses rich content display to stimulate consumers' desire to place orders.

Not only that, in order to enhance the effectiveness of Sharpshooter, Meituan also provides merchants with more traffic resource support through off-site social media matrix, WeChat community, off-site advertising and other methods.

Second, Meituan has a low operating threshold and complete infrastructure. Merchants can get better and faster entry and promotion by choosing Meituan Sharpshooter and other products.

In comparison, it is much more difficult for merchants to enter Douyin than Meituan. Whether it is shooting videos or live broadcasts on Douyin, it is a challenge for merchants, and outsourcing, streaming, etc. mean new costs, which also has a certain "dissuading" effect on merchants.

Meituan, on the other hand, has low operating thresholds and deep barriers in the local market. Although it does not have a monopoly on delivery, Meituan's advantages come to the fore when it comes to matching delivery services, scale, cost and timeliness.

Meituan focuses on upgrading B-side tools, which will help further export potential energy and form stronger binding relationships with merchants and service providers.

Take Meituan’s main business, food delivery, as an example. According to its 2022 annual financial report, Meituan’s food delivery business continues to perform stably, and user stickiness continues to increase; the peak daily order volume for food delivery exceeds 60 million, and the average annual transaction volume of users The number of transactions reached 40.8, a year-on-year increase of 14%.

[rafi420]

Why is the center not working anymore?

About four or five years ago, Zhongtai suddenly became popular in the corporate world. At that time, people felt that this was an advanced system, which was tall and capable of concentrating efforts to accomplish big things.

Only two years ago, due to some chance, I saw some scenes, and my mind changed.

Scene 1 was at a meeting. Students HE Tuber from the business line stood up and angrily accused the "backpackers" sent by the R&D department. They were "in Cao camp and in Han Dynasty" and did not understand the needs of the business at all.

Scenario 2 was also a meeting. The business boss spoke eloquently and even said he was excited. However, the boss responsible for growth also sat at the conference table, and he remained unmoved for almost the entire process.

At that time, I felt that China and Taiwan might not work very well.

Sure enough, starting in 2023, those companies that took the lead in building the middle platform suddenly began to dismantle the middle platform. Now, I am afraid that some companies that have learned to build a middle platform are still in a mess, wondering whether they should continue to do so.

Let me tell you, in fact, everyone did not understand the meaning of Zhongtai from the beginning. This organizational form is not originally designed to improve efficiency. It is the power structure that enterprises need at a special stage.

First of all, the middle platform cannot reduce costs and increase efficiency for enterprises.

Although it is theoretically possible, in ecological enterprises, merging the same functional departments in different business lines with similar items does seem to avoid reinventing the wheel. For example, the same group of R&D personnel can perform development work for business lines at different stages, or departments that spend money such as growth and marketing public relations can concentrate their budgets and put them in a unified way to obtain lower prices.

But for companies in a fully competitive market, the efficiency shortcomings of the middle office are obvious, because it will cause the decision-making chain to be not only too long, but also complicated. Ultimately, people who hear the sound of artillery fire may not be able to call for fire support, or artillery fire cannot be deployed in time at critical moments of competition.

To give a simple example, in many companies, the growth department often gets a very large budget. But when the growth department is taken out and becomes a middle-office organization, one department will actually be responsible for the growth of multiple business lines. At this time, the first task of the growth department becomes to share the cake.

How much money should be spent on each business line and how to formulate a growth strategy are very technical tasks for the boss of the growth department.

Of course, the business boss hopes to give him as much support as possible. In fact, for the business, the most efficient way is to integrate all functions into one reporting line. Everyone in this chain is doing When making decisions, only one factor needs to be considered, which is whether it is beneficial to the business line. But if some functions are withdrawn, another situation will arise - an increase in internal transaction costs, because everyone no longer sits on the same bench.

So the business boss will go and communicate with the growth boss. But the reality is that there is no reporting relationship between them, and there is no question of who listens to whom. Everything has to be discussed, or decided by higher-level people on the reporting line.

Over the years, everyone has always discussed what good management is. In the final analysis, management that is in line with human nature is good management. And what is human nature? Individualism is part of human nature. Why so many companies have trust and cooperation as their values? In essence, it’s because in a huge organization, trust and cooperation are very difficult. You need to shout all the time and every month to penetrate into the blood of the organization.

Personally, I have doubts about many fashionable concepts and tools, including middle-office organizations and OKR. The concept of OKR sounds very good. Through top-down decomposition, a company can all aim at the goals of the top decision-makers, forming a pyramid structure in which strategy and execution are aligned.

If executed well, OKR can theoretically ensure a company's strategic focus and create synergy. However, realizing this scenario requires a prerequisite, that is, the top decision-maker will expose his true inner goals. This alone will probably stump 90% of Chinese bosses.

Because there is a deep shadow of Wang Yangming in Chinese business culture. Wang Yangming talked about the inner sage and the outer king, which means that the inner and outer parts of a person do not have to be unified. Of course, many bosses are actually the inner king and the outer sage. So which one should show the king's side or the saint's side? you guess.

The same goes for the middle office. When you think it requires execution efficiency from the organization, the result is not always the case because it puts people in different positions. But if the top level wants decision-making efficiency from the organization, then the middle office is a good choice.

Because the middle platform can help power achieve penetration.

If you pay a little more attention, you will find that the establishment of middle-level organizations often coincides with the transfer of power in the company.

Take JD.com for example. In 2018, Liu Qiangdong phased out of the business. He needed to give more authority to the management of the three major business lines at the time.

Especially for Jingdong Retail Group, Xu Lei was picked to become the CEO of this business unit that accounted for 95% of the group's revenue. As a professional manager, it should be said that there is a lot of pressure to become the successor of a company founder. In an interview a few years ago, Xu Lei told me that in the five months after he was promoted to the rotating CEO of JD.com, he did not issue any policy guidelines or administrative orders. "Although I know all the problems," he spent more time observing.

In the development of a company, it needs to have a consensus, including a consensus on values, a consensus on strategy, and a consensus on power. In layman's terms, it's who has the final say. The founder does not need to worry about this, because he is the natural consensus of the organization, "He is the boss."

But when professional managers take over the authority, they need to establish a system within the scope of authorization to allow the organization to reach a consensus. In a nutshell: founders have property rights, maximum voting rights, and Charisma-type reputation, and they can fight wherever they want; while professional managers only have authorization and rely more on the system.

Also in this year, JD.com began to establish a middle office. The supply chain units in technology and business were decoupled and became a middle office organization. The front office organization was a business scenario. The two parties were constantly recoupled and worked together to move forward. Since it is coupled, some external force is needed as support.

Of course, JD.com’s middle-end design is still relatively personalized. Generally speaking, the middle-end design of most companies is the technical middle-end and organizational middle-end, that is, the middle-end design of finance, human resources and R&D departments. The reason for this is also very simple. Whether it is a company or a business unit, the three core elements are always people, money and materials. People and money are easy to understand, while things refer to the means of production. For Internet companies, their core production material is software, and the R&D department ensures the implementation and iteration of this production material.

Therefore, when the finance, human resources and R&D departments are centralized, the business units are actually more focused on execution. If he needs to expand his business, he needs to seek budget, headcount and R&D support from the middle office. In addition to good popularity, what business bosses need most is support from the CEO.

In other words, the middle office takes advantage of the egoism in human nature, which will lead to an increase in internal transaction costs and an increase in friction within the organization. This friction will of course cause some energy dissipation, but it will also cause the entire The organization moves closer to the center, and decision-making power is centralized upward.

This is why, when Liu Qiangdong returned to the business, JD.com began to dismantle Zhongtai again. Because the founder is the consensus of a company, he no longer has to use bureaucracy to pay more friction costs to manage the river of power within the company.

[rafi420]

Celebrities + TV stations, Taobao Live plays the nostalgic card

After TVB started live streaming on Taobao, another TV station recently joined the Taobao live streaming camp.

At 12 noon on June 6, Dragon TV officially launched its live broadcast on Taobao, focusing on Shanghai-style live broadcasts. From the style of the live broadcast room to the products, Shanghai characteristics are reflected.

For example, the background of the live broadcast room is Shikumen "in the tomato". The anchors Mao Mengda and Wang Yaoqing HE Tuber are teaching the Shanghai nursery rhyme "Selling Sugar Porridge" and telling Shanghai stories on the spot. In addition, they also invited guests from Dragon TV's "My Style My Show" Popular artists such as Yuan Chengjie and Zhu Jie; the product selection is mainly based on old Shanghai domestic brands such as White Rabbit, Xinghualou, Fenghua, and Guangming.

Official data shows that during the 13-hour live broadcast, more than 10 million people watched the live broadcast. Sales on the day reached 10.7 million, and fans increased by 300,000 for the first show; of which Shanghai Sulfur Soap sold 100,000 yuan, Dabai 30,000 rabbit milk candies were sold, and nearly 5,000 bottles of Liushen toilet water were sold.

The model of celebrities + goods + emotions is hard not to remind people of TVB, which also launched live broadcasts on Taobao.

TVB, which launched its first live broadcast on Taobao in March this year, has always emphasized Hong Kong drama-style live broadcasts. So far, it has carried out a series of Hong Kong drama-themed TV series such as "Heartstorm", "Up to the Sky", "Multifunctional Wife" and "Forensic Pioneer". Hong Kong Exclusive. The live broadcast room is also full of Hong Kong flavor, from the anchor to the Cantonese delivery and the goods.

For example, in the live broadcast with the theme of "Up to the Sky", actors Ma Guoming, Chen Minzhi and Chen Ziyao from the show were invited to serve as anchors. The background of the live broadcast room restored the cabin shooting scene in the show. Chen Minzhi and Yoyo first introduced the product in Cantonese, and then used Mandarin is supplemented; the products include some Hong Kong-style milk tea, Jenny Bear cookies and other products with Hong Kong characteristics.

As TVB's live broadcast on Taobao becomes more and more comfortable, its performance is also rising.

On June 1, TVB's official public account announced that the ninth live broadcast of "TVB Knows Goods" held on Taobao on May 31, the total sales exceeded 100 million yuan, and the cumulative number of viewers was nearly 10 million, setting a record for TVB on Taobao. A new record since the live broadcast.

It is understood that the live broadcast of "TVB Knows Goods" on the evening of May 31 was themed "Miss Hong Kong" and invited Li Nuoyi, Chen Ziyao, Tang Luowen, Gao Haining, Zhu Chenli and He Yiting to participate in the e-commerce live broadcast, which lasted for 9 hours. .

Immediately afterwards, TVB's stock price also rose again. When the market opened on June 2, TVB's stock price once soared 50.31%, and was quoted at HK$7.29.

Coincidentally, another Hong Kong TV station, Asia Television, also recently announced that it will enter the e-commerce live broadcast business on June 6, 2023. The official said that it will use its own brand influence and celebrity resources to cooperate with major platforms such as Douyin. This move seems to the outside world to be imitating TVB live broadcast.

Although Asia Television’s official account on Douyin has not yet officially started broadcasting, it does not affect its popularity with capital. Affected by this news, on June 7, Asia Television Holdings opened sharply higher by nearly 14%, reporting at HK$0.082, with a total market value of HK$900 million.

Content transformation of Taobao Live

Whether it is TVB's Hong Kong drama-style live broadcast or Dragon TV's Shanghai-style live broadcast, behind the frequent use of sentimental cards is Taobao's urgent transformation of live broadcasts into content-based ones.

Since Wei Ya and Xue Li left the show one after another, and Li Jiaqi stopped broadcasting, Taobao Live, which was already lacking in traffic, has suffered a lot of damage.

According to Cass data, based on the experience of other platforms, if top anchors like Wei Ya and Li Jiaqi stop broadcasting, the traffic generated by these top anchors is expected to be dispersed to other live broadcast rooms, thus presenting a scene of "a hundred schools of thought contending." However, the reality is not like this. In the days without Wei Ya and Li Jiaqi, their fans did not enter other live broadcast rooms on Diantao (including celebrity live broadcast rooms), but were diverted to off-site platforms.

Taobao is not sitting still. In order to solve the traffic problem, in September last year, at the Taobao Live Ceremony, Taobao Live announced that it had entered a "new content era." Cheng Daofang, general manager of Taobao's live broadcast business group, explained, "Many people used to have the impression of e-commerce live broadcasts as 'hawking'. We have clearly defined the new value proposition of Taobao's content, which is 'professional and interesting people will guide you to buy'."

The logic behind Taobao Live's content transformation is that "Taobao Live is essentially an e-commerce company. The logic of e-commerce is not to generate traffic but to consume it. Once it is consumed, there must be a source of traffic." For the platform, good content can provide A steady stream of traffic is evident from the rapid rise of Douyin e-commerce, which relies on the huge traffic pool of short videos.

Under this decision, Taobao e-commerce made adjustments on the platform side. First, the platform traffic allocation mechanism was changed from "transaction" to "transaction + content" dual indicators, clarifying a new path from "content planting to transaction explosion". Live broadcast rooms with good content and high conversion rates will receive more public traffic.

The other is to realize the connection of all fields to the public domain, and officially connect live broadcast with first guess, shopping, search, good goods, and order shopping. This will not only expand the traffic of the platform, but also help merchants and brands reach more consumers.

Taobao Live’s efforts in content are also reflected in the competition for anchors with personal characteristics from other platforms.

A representative example is that last year's Double 11, Luo Yonghao and Yu Minhong led the team to Taobao, and "Make a Friend" and "Oriental Selection" both completed their live broadcast debuts on Douyin and gradually became the live broadcast benchmark on the Douyin platform. In addition, Douyin anchors Yili Xiaoshazi, Cheng Shian, Nian Gao Mama, etc. also chose to participate in Taobao live broadcast.

Not only that, this year, Taobao has launched fancy live broadcasts. In addition to introducing TVB's "Hong Kong drama-style live broadcast" and Dragon TV's "Shanghai-style live broadcast", there are also weird sayings such as "open bar live broadcast" and hip-hop "battle style delivery". ”, The Voice of China’s “concert style delivery”, etc.

[rafi420]

Why is the To B product market receiving so much attention in the cold winter?

Everyone will mention the word value delivery when talking about To B business . Indeed, because the decision-making chain of To B business is long, it is not easy to make impulsive decisions, and every link needs to be polished patiently.

In the early days, there HE Tuber was no homogeneity in the products on the market. As long as you developed a good product, you could easily gain customers; later, competing products emerged one after another, and what began to compete was the sales conversion ability of each company; in the era of traffic, many manufacturers did not hesitate to Spending money on advertising is just to quickly monopolize the market through brand reputation.

Now, as the market calms down, everyone is focusing on product value again, thinking about how to make customers understand and pay for the value.

The reason behind this is simple: when there is no money, companies only pay for what is most needed and valuable at the moment . Within the team, the product marketing manager is the soul of delivering value.

Product market, the center of value transmission

Just think about whether this situation occurs within your company:

Each team has a one-sided understanding of the product business, has inconsistent external output standards, and has been questioned by customers about its professionalism.

Without understanding the current market situation and competitors, it is impossible to accurately express to customers the difference between its own positioning and its competitors.

Throughout the entire marketing chain, it is impossible to provide the differentiated content that the other party needs based on different roles.

Not understanding its own core selling points, it has implemented "Wangpo-style marketing" all year round. Even though Lei Sheng is a major customer, it remains unmoved.

……

Product marketing managers are here to solve these problems. In the To B field, what customers buy is not a specific product/service, but the value that this product/service can bring to him.

To better realize PMF (Product-Market-Fit), you need to accurately understand the value of the product; determine product positioning and find accurate target customers; formulate appropriate product marketing strategies and work closely with the marketing and sales team to deliver value to market.

The picture below simply expresses the location of the product market. It is more like a link, linking the product, marketing and sales teams, while also continuously empowering these three teams.

How product marketing managers help companies create value

To give a common example, students who work in the To B market often find that the leads attracted through various channels are actually only superficially interested people, and it is difficult to efficiently convert them into business opportunities.

Sales often report that when they take the initiative to communicate with these customers, they often spend a lot of time confirming needs, and later find that there is a discrepancy with the customer's original understanding.

This is because customers have only reached the interested stage in the purchasing journey, and their purchasing intentions have not yet matured. There is still a long way to go, such as procurement project preparation, competitive product analysis and comparison between products from different suppliers, and internal preparations after the company implements the product.

These contents are areas that To B manufacturers have not covered in the past when advertising and content marketing. We call them deep water areas . Therefore, there is an obvious gap, and this link requires the intervention of students from the product market.

In the product market workflow, the core is to choose the appropriate GTM (Go-To-Market) strategy for the product, which is the process of bringing the product or service to the market so that target

In the past, customers may have insufficient understanding of the industry and products, and lack the ability to filter out the massive amounts of complicated information on the market. However, the product market can provide them with a lot of help in this process, thereby significantly shortening the order signing cycle.

Only by embracing change can we cope with uncertainty.

The business society is experiencing many changes every second, and the future is also full of uncertainties. As the main player in the enterprise who is always aware of the market, the product market needs to have the acumen to respond quickly according to the latest changes.

Here we mainly focus on the following three aspects:

Market stage

In his book "Crossing the Chasm", Jeffrey Moore mentioned that there is a huge gap between the early market and the mainstream market.

Early adopters and the early majority have completely different expectations for products. In addition to the need to adopt different marketing strategies for customers at different stages, it is also particularly important to choose the right time to enter the market.

The first person to eat crabs may not be the last person to laugh. If you can put the right strategies, processes and actions in the right place at the right time, you can have a huge impact through the product marketing team and help the product. Cross the chasm quickly.

Competitive environment

I have seen a statement before that emphasizes focusing on customers rather than competitors. I have a different view on this point.

Keeping a close eye on competitors does not mean that we must follow their competitors' products and price strategies, but more about discovering some important information from the actions of competing products that has been ignored in previous research and analysis, and better designing differentiation strategies to know ourselves and our enemies. Only then can we survive a hundred battles.

Emerging technologies

The arrival of each technological wave affects changes in products or marketing methods. We have experienced several waves in the past 20 years: from Internet+, mobile Internet+ to today's AI+, each time is accompanied by huge opportunities.

In addition to advising the production and research team to incorporate the latest technology trends into products, product marketing managers can also think about how to optimize the marketing process by integrating the latest technology trends, thereby empowering the marketing team.

[rafi420]

Why is the To B product market receiving so much attention in the cold winter?

As To B companies face the pressure of intensifying market competition and changes in the economic environment, the position of product market has become increasingly special and critical. In To B business, value delivery HE Tuber is the key factor for success. The homogeneity of products and the concentration of competing products in the market require a refocus on product value. How PM helps companies create value, the author describes this, hoping to be helpful to you.

In the past two years, with the intensification of market competition and changes in the economic environment, it is obvious that many To B technology companies are facing tremendous pressure. Many companies have resorted to layoffs and shrinking marketing budgets to survive the cold winter, but the product marketing position has received more attention.

As an Ex-product marketer, I would like to share with you the special features of this position today.

To B business, value delivery is the key

Everyone will mention the word value delivery when talking about To B business . Indeed, because the decision-making chain of To B business is long, it is not easy to make impulsive decisions, and every link needs to be polished patiently.

In the early days, there was no homogeneity in the products on the market. As long as you developed a good product, you could easily gain customers; later, competing products emerged one after another, and what began to compete was the sales conversion ability of each company; in the era of traffic, many manufacturers did not hesitate to Spending money on advertising is just to quickly monopolize the market through brand reputation.

Now, as the market calms down, everyone is focusing on product value again, thinking about how to make customers understand and pay for the value.

The reason behind this is simple: when there is no money, companies only pay for what is most needed and valuable at the moment . Within the team, the product marketing manager is the soul of delivering value.

Product market, the center of value transmission

Just think about whether this situation occurs within your company:

Each team has a one-sided understanding of the product business, has inconsistent external output standards, and has been questioned by customers about its professionalism.

Without understanding the current market situation and competitors, it is impossible to accurately express to customers the difference between its own positioning and its competitors.

Throughout the entire marketing chain, it is impossible to provide the differentiated content that the other party needs based on different roles.

Not understanding its own core selling points, it has implemented "Wangpo-style marketing" all year round. Even though Lei Sheng is a major customer, it remains unmoved.

…

Product marketing managers are here to solve these problems. In the To B field, what customers buy is not a specific product/service, but the value that this product/service can bring to him.

To better realize PMF (Product-Market-Fit), you need to accurately understand the value of the product; determine product positioning and find accurate target customers; formulate appropriate product marketing strategies and work closely with the marketing and sales team to deliver value to market.

The picture below simply expresses the location of the product market. It is more like a link, linking the product, marketing and sales teams, while also continuously empowering these three teams.

How product marketing managers help companies create value

To give a common example, students who work in the To B market often find that the leads attracted through various channels are actually only superficially interested people, and it is difficult to efficiently convert them into business opportunities.

Sales often report that when they take the initiative to communicate with these customers, they often spend a lot of time confirming needs, and later find that there is a discrepancy with the customer's original understanding.

This is because customers have only reached the interested stage in the purchasing journey, and their purchasing intentions have not yet matured. There is still a long way to go, such as procurement project preparation, competitive product analysis and comparison between products from different suppliers, and internal preparations after the company implements the product.

These contents are areas that To B manufacturers have not covered in the past when advertising and content marketing. We call them deep water areas . Therefore, there is an obvious gap, and this link requires the intervention of students from the product market.

In the product market workflow, the core is to choose the appropriate GTM (Go-To-Market) strategy for the product, which is the process of bringing the product or service to the market so that target customers will pay attention to it and be willing to pay for it.

To do this process well, the following major processes are usually inseparable👇:

Define market segment problems, assess market segment maturity, and identify target customers.

Analyze users and decision makers, and build exclusive segmented portraits for users in different industries.

Research competing products and understand their product positioning and strategies. Identify your own differentiated advantages.

Plan and execute marketing plans according to different stages/industries and market teams.

In this process, the product marketing manager will produce a lot of valuable content, which can help customers understand the differences between different products on the market, guide how to quickly implement the process, and assist customers in completing research and preparation work.

In the past, customers may have insufficient understanding of the industry and products, and lack the ability to filter out the massive amounts of complicated information on the market. However, the product market can provide them with a lot of help in this process, thereby significantly shortening the order signing cycle.

Only by embracing change can we cope with uncertainty.

The business society is experiencing many changes every second, and the future is also full of uncertainties. As the main player in the enterprise who is always aware of the market, the product market needs to have the acumen to respond quickly according to the latest

[rafi420]

One is interaction data, including three costs: CPC - cost per click, CPM

 exposure cost (advertising cost required for a brand to be exposed 1,000 times), CPE - interaction cost (earned by an expert who publishes HE Tuber a piece of content based on the needs of the brand) Likes, comments, collections, reposts and other data);

The other is Tmall and Taobao’s in-store UV. It is worth noting that Xiaohongshu has cooperated with Taobao Alliance (Taobao Alliance) to launch the “Little Red Star” project. The operation logic is that the brand will publish a recruitment plan to the Taobao Alliance, and then agents or Experts go to Taobao Alliance to claim the needs released by the brand.

In March this year, Xiaohongshu upgraded the live broadcast business to an independent department, which was set up under the newly established first-level department, the Trading Department, to uniformly manage content live broadcast and e-commerce live broadcast. The person in charge of the new department is Gintoki; while in the live broadcast business Below, the live broadcasts of experts and store broadcasts have been unified: on the one hand, the experts are invited directly or through MCN to start the broadcast, and the live broadcast team provides operational support such as pallets; on the other hand, merchants are encouraged to conduct self-broadcasting in stores to provide merchants with Support in terms of methodology, traffic, etc., and the live broadcast department is divided according to industry and is responsible for different industries.

Xiaohongshu, which has been changing frequently, is eager for practical training, so it jumped on the "card table" of this year's 618 - from May 24th to June 18th, Xiaohongshu provided two incentives for merchants:

The first type is stratified by store GMV, and corresponding exposure rewards are given based on the number of weekly broadcasts of the store, the duration of a single broadcast, and the payment amount of the store's live broadcast, which can reach up to millions of exposures;

The second type uses the store live broadcast payment amount as the threshold and sets the corresponding growth rate requirements, and the rewarded live broadcast card traffic can reach up to 8.5 million. However, according to the rules, merchants participating in Xiaohongshu 618 can only choose one of two incentive tasks based on their ability to carry goods.

In addition, store broadcasting has become a key trading area for Xiaohongshu 618. The platform also provides two types of solutions:

According to the accumulated store broadcast payment amount during the merchant's activities and meeting the corresponding growth rate requirements, the corresponding traffic exposure reward can be obtained. The higher the GMV completed, the greater the traffic reward;

The note-taking field includes product notes and notes with goods. As a new transaction scenario launched by Xiaohongshu, it further integrates the community and transactions, and drives users to purchase, which will lead to traffic tilt.

The opportunity for Xiaohongshu to focus on in-store broadcasting is that Douyin and Kuaishou continue to raise the threshold for in-store broadcasting in the process of "surge", which to a certain extent stimulates more creators and brands to test the waters of Xiaohongshu. "The rapid iteration and fierce involution of Douyin e-commerce continue to pressure creators and merchants, forcing Xiaohongshu to become an incremental scenario for the brand." Xiang Huxiu, a partner of an MCN, said.

Of course, Xiaohongshu's shortcomings are still obvious. It lacks the supply chain, payment, logistics and other back-end fulfillment capabilities of traditional e-commerce. An e-commerce industry observer told Huxiu, “At this stage, the algorithm in Xiaohongshu’s business model cannot support global e-commerce, and the platform does not have the same carrying capacity as shelf e-commerce.”

[rafi420]

An investor in the consumer track said to Huxiu:

“The community atmosphere and seed crowd determine the uniqueness of Xiaohongshu. Content release and comment value evaluation all refer to this HE Tuber dimension, but the expression of user opinions and interaction scenarios on the platform are all Taking publishing questions as the core will increase user stickiness, thereby promoting the generalization of the crowd and the content out of the circle."

Looking back, Xiaohongshu had already conducted an internal test of live streaming in 2019, and had high hopes for live streaming to bring goods. At that time, the operation idea was: the platform would tilt resources to help brands open stores and package sales to promote the investment of resources. Xiaohongshu’s positioning would be more It mainly plays the role of product promotion; but Xiaohongshu is far less attractive to KA merchants than Tmall, and its position is relatively weak.

This situation prompted Xiaohongshu to first cut off Taobao's external links in 2021, and then implement the "store-in-one" strategy (including brand merchant accounts, personal brand merchant accounts, and personal accounts), claiming that it can "open a store with zero threshold" and provide brands with " platform to directly connect consumers" opportunities, and further implement the "home store opening plan" at the end of 2021 to "show goodwill" to the brands that have settled in Xiaohongshu.

However, in 2022, the e-commerce department in Xiaohongshu’s structure will be downgraded from the first-level department to the second-level department. Xiaohongshu will also separate the live broadcast business to establish a live broadcast group and integrate it into the merchant department under the community department; according to Hu I understand that Xiaohongshu COO Conan (Hua Ming), who is in charge of the community department (under the jurisdiction of community business and e-commerce business), will take over Xiaohongshu’s commercial product team and transaction product team in 2022. Before that, Xiaohongshu The book e-commerce department has gone through many rounds of adjustments. The most recent one was in January 2022 when Jesse, the head of Xiaohongshu e-commerce, resigned due to family reasons. The original community department and e-commerce department were merged into a new community department.

It is worth noting that after Dong Jie broke through the circle with his goods, Xiaohongshu internally discussed whether to insert live broadcasts into the bottom video, because inserting live broadcasts into video streams is a mature practice on other platforms, but because Xiaohongshu’s video ecosystem is still weak, Management is in no rush to make adjustments. At that time, the brand mainly judged the effectiveness of Xiaohongshu’s on-site advertising through two dimensions:

[rafi420]

As for the transaction side, people close to Xiaohongshu told Huxiu:

 The GMV (total transaction volume) on the Xiaohongshu site includes live streaming, merchant cards and other HE Tuber sales. Last year’s Double Eleven e-commerce GMV increased by 62% year-on-year. The scale of GMV is in the tens of billions, which is obviously far from the trillions of scales of Douyin and Kuaishou. In view of this, Xiaohongshu’s monetization direction in 2023 will mainly focus on tapping the monetization potential of amateurs.

At a meeting in early 2023, Xiaohongshu internally proposed a concept called "vertical linkage" (notes + live broadcast linkage), and tested and launched a new e-commerce function "notes with goods" so that merchants can use KOL cooperation notes to drive e-commerce sales. For merchant transactions, merchants with the "notes and goods" test permission can select experts within the platform for linkage cooperation, and bloggers can directly associate products when posting notes.

In addition, in March this year, Xiaohongshu also launched a constant "grass planting value" for internal measurement of graphic and text standards. Its underlying logic is: return to the user behavior link to understand planting grass, helping brands/merchants better understand users' product intentions, not only It is limited to content preferences, but also allows brands to gain certainty based on data analysis. That is, the higher the grass seeding value, the more the brand will invest in additional advertising. The core of the grass seeding value is to use existing data on the site to measure the effectiveness of merchant advertising.

Immediately afterwards, in April, Xiaohongshu was reported to have begun recruiting in-store catering merchants and service providers, announced the launch of a group buying function, and launched a variety of catering merchant support plans. Huxiu learned from reliable sources that in the fall of 2023, Xiaohongshu will promote the local life business as a whole and will launch local life services in the same city channel. Currently, the business is still adjusting its business direction and polishing functional components.

It means that Xiaohongshu is secretly trying to make up for its shortcomings in "making money" by exploring live streaming e-commerce, local life and other businesses.

2. Why does Xiaohongshu “hard-core” live broadcast?

In fact, Xiaohongshu’s obsession with live broadcasting is more urgent than what the outside world sees.

The "Shopping" column, which was only upgraded to the first-level entrance in 2022, is now replaced by "Video" in the latest version of Xiaohongshu; and the Xiaohongshu video column is highly similar to the mainstream short video platform: single column information flow, top and bottom The functions of sliding to switch videos and forwarding likes and comments, and the platform's vigorous promotion of video content have also diluted the traffic tilt of graphic notes to a certain extent.

Even though Xiaohongshu launched a "video account" three years ago (2020), at that time, the recommended information flow on the homepage would alternate between images, text and short videos. Now, it directly increases the priority of video entrances and emphasizes the importance of videos on the site. The weight of short videos - this means that the priority of short videos on the Xiaohongshu product side is constantly increasing.

On the one hand, the trend of short videos has become unstoppable. Rather than Xiaohongshu choosing to “short video,” it is better to say that Douyin has become the biggest common denominator of market choice—as Douyin Vice President Zhi Ying said: “ Douyin is not a short video, a live broadcast, or a picture or text, and any content theme cannot summarize Douyin. Douyin is a visual expression that puts people at the core, and is a service that serves different creators and users. And the brand.”

Data obtained by Huxiu shows that Xiaohongshu publishes 3 million notes every day. In the VV (number of visits) structure, graphic notes account for about 60%, and the rest are in the form of videos, live broadcasts, etc., which shows the importance of short videos to Xiaohong Reshaping book usage habits.

On the other hand, as a leading product with 260 million MAU and average daily usage time per person rising from 26.49 minutes in 2018 to 55.31 minutes in 2022, official data from Xiaohongshu shows that 60% of daily active users People search actively on Xiaohongshu every day, with the average daily search queries approaching 300 million times. This is undoubtedly a window of opportunity to reshape the video mind.

[rafi420]

Not long ago, Xiaohongshu held a live broadcast on 

"Xiaohong Bookstore Broadcasting Trends and Methodology" to merchants. The head of the live broadcast department Gintoki (Kana) revealed in the HE Tuber lecture that the monthly number of Xiaohong Bookstore broadcasts from January to April this year was year-on-year. Growth of 290%, live streaming monthly purchasing users increased by 220%, and Xiaohongshu will provide more than 100 million traffic support to new broadcast merchants every day - this also means that in-store live broadcast traffic support may exceed 20 billion in 2023.

A home furnishing brand merchant revealed to Huxiu that in May there were amateur bloggers in the home furnishing category who made more than 20 million sales in a single live broadcast. "Dong Jie and Zhang  let the outside world see more possibilities in Xiaohongshu. For example, 'One KK' can bring over 10 million goods in a single game, which shows that more amateur bloggers will be launched in the user ecology and field here." .”

Huxiu found out that in addition to celebrities such as Dong Jie, Zhang , Zhang Jingchu, and Dong Xuan, top bloggers such as "Smell-loving Dog Tian'er", "Wawanisha", "Rouwen", and "Yiyi KK" are all It has a good ability to bring goods, mainly due to the fact that the links for brands to realize transactions on Xiaohongshu are divided into two categories:

The first is to make KOL matrix recommendations based on merchants' products and budgets. KOL promotes product selling points and waits for users to search outside the site after planting. At the execution level, the brand purchases experts who match the brand in Dandelion, and the experts are based on the needs of the brand. Tweets, the brand then publishes and "heats" the grass notes through the information flow;

Second, the brand uses Xiaohongshu to increase its popularity. The brand links in the promotion, and you can directly jump to the Xiaohongshu mall to purchase, such as Estee Lauder, Membrane Family, Red Little Elephant and other brands; and in the lower left corner of the expert’s notes There is a brand tag, and when users click on it, they will be redirected to the brand’s official account.

Jiuqian Central Station expert minutes show that the peak number of users who have made purchases on the Xiaohongshu site is 57 million, which is the cumulative data so far; and Xiaohongshu’s DAU is 92 million. This conversion efficiency is so high, no wonder other Platforms are scrambling to incubate grass-growing businesses, trying to get a piece of the pie.

However, Xiaohongshu is cultivating product intelligence from first- and second-tier users to third- and fourth-tier users. When consumer supply is excessive, it is like a real-time updated "life manual" for specific problems in life - although the content is unstructured, Behind the content is an insight into the user's willingness to consume. The consumer decision-making value of the user's anti-choice UGC has naturally evolved into a barrier - for example, "Dad's love is all in the search box, and mother's love is in the favorites" on Xiaohongshu is essentially the user's decision-making value. Consumption appeal reflected by differences in proactive behavior.

Secondly, Xiaohongshu cuts into life, and the community atmosphere is consistent with the construction of users’ minds. The ecological chain is roughly as follows: community products cultivate community tone → UGC feeds back the content ecology → core traffic is given to vertical categories → thus affecting content exposure and ecological adjustment .

[rafi420]

It’s Xiaohongshu’s turn to harvest

When the old and new giants were fighting anxiously on the live broadcast track, Xiaohongshu was filled with the optimism of an attacker.

On the one hand, celebrity anchors such as Zhang , Dong Jie, and Zhang HE Tuber Jingchu are showing off to the outside world Xiaohongshu’s unique live broadcast field and the ability to bring tens of millions of goods in a single game - they have abandoned the shouting-style order promotion model. , conquered the users squatting in front of the screen with their unique delivery style.

On the other hand, since this year, the "Dong Jie effect" has driven a number of brand merchants and bloggers to join Xiaohongshu to test the waters, and its live broadcast business has accumulated huge potential. Huxiu learned that from March to May this year, the number of e-commerce brand merchants on Xiaohongshu doubled compared with the same period last year. The monthly transaction volume of live broadcasts has tripled compared with the beginning of the year. Live broadcasts also became the platform’s sales volume in May. main source of sources.

Moreover, after celebrities and top bloggers created a buzz, Xiaohongshu put encouraging store broadcasts on its important agenda - Huxiu learned that Xiaohongshu has listed store broadcasts as the company's key e-commerce live broadcast efforts in the second half of 2023. direction.

In fact, since the live broadcast e-commerce trend started in 2020, there have been upstarts such as ByteDance and Kuaishou on the live broadcast table, as well as strong rivals such as Taobao and JD.com. The outside world thought that the leading players had far surpassed other players. However, since 2023, Xiaohongshu is showing more possibilities to the market, and the territorial fragmentation of live broadcast e-commerce is obviously not yet a foregone conclusion.

Xiaohongshu squeezes into the “last train of live broadcast”?

No one expected that after Dong Jie emerged from the industry with her products, Zhang , the "first generation socialite", would also become famous in Xiaohongshu.

At the end of May, Zhang  launched her first live broadcast on Xiaohongshu, which lasted for nearly 6 hours and attracted more than 600 million views. According to data from Xiaohongshu, the live broadcast called "Rose Window" was viewed by more than 1 million people and generated sales of more than 50 million. Yuan, breaking Dong Jie’s previous record of 30 million yuan in goods in 6 hours. However, Dong Jie’s latest single game GMV exceeded 73 million yuan and completed the overtake.

Sorting out Zhang 's sales layout began in January 2018

From the opening of the public account "Zhang  aroseisaroseisarose" to the creation of the personal brand "Rose is a Rose", the launch of the WeChat mini program, and the trial of the video account to bring goods in March 2022, it has not taken off. Too big a splash - however, Zhang , who moved to Xiaohongshu, exploded with huge potential: not only did she bring in more than 50 million yuan in a single game, she also ranked first on the fan list for several days in a row and captured more than 1.122 million fans.

Looking back, it’s hard to say whether Dong Jie and Zhang  made Xiaohongshu successful, or whether Xiaohongshu further explored the business capabilities of these two female stars - at least, in the field of live streaming, Xiaohongshu finally found its presence. feel.

However, the question before Xiaohongshu is

 how to let the outside world see more amateur bloggers’ ability to bring goods-after all, a large number of amateur bloggers are the cornerstone of Xiaohongshu’s live broadcast-so, Dong Jie, After Zhang , Xiaohongshu is trying to copy more amateur bloggers who have exceeded 10 million in a single game.

[rafi420]

How to do operational data analysis?

Why do many people have questions about operational data analysis? The big reason is because they simply don't know what operations are about.

The word "operations" itself is very vague. Many people say that operations are HE Tuber a chore, because operations require activities, links, advertising, and channels to drive traffic. Everything seems to have something to do with operations.

If the positioning of operations is uncertain and clear, then the analysis of operational data will be even more unclear.

So, what exactly does operations do?

In a previous article, I mentioned what exactly is business? The definition of business is that given an input, after running my business model, an output with commercial value is finally output.

For example, I input some traffic, and after sorting out my business model, I finally output an accurate user group.

This business may be called user operations within the company.

Operations are the people who keep the various business models in the company running. Their first responsibility is to maintain operations, and the second is to maximize the input-output ratio of inputs to achieve the best match between supply and demand.

According to this definition, we can understand what exactly operations do, and give a few examples.

For category operations in e-commerce, the input end of category operation is various types of products without rules, and the output end is products with product stratification and different operational strategies. Category operations improve overall operational efficiency through refined operations of products.

Another example is channel operations. The input end of channel operations is the delivery budget. The output end of business operations through channel operations is the business flow and transactions brought by different channels.

If we understand the concept of operations according to the input-output model, then the data analysis of operations will be easier.

Operations consists of three links: input, output and business actions, so there are several directions for analysis:

Improve input quality

Improve the effectiveness of business actions

Improve the match between output results and business goals

Improve input quality

The first is to improve the quality of the input.

Take channel operation as an example. The input of channel operation is the resources put in, and the operation action is precise placement, that is, targeted placement in different channels. The final output result is users who download, use or purchase through the delivery action.

The ultimate goal of good channel operation is to increase the number of users at the output end.

To achieve this goal, we can improve the quality of the input on the input side . For example, by analyzing the characteristics of product users and the efficiency of channels, we screen out the best channels, allowing us to focus our delivery on better channels.

Another example is user operation . The input end of user operation is the users of the product, and the output end is to organize these users into different levels of groups with targeted operational actions, thereby improving the overall commercial value of users .

If user operations want to output more high-quality target user groups at the output end, they can also start from the source and make the initial user groups themselves high-quality users.

This can be cooperated with channel operations. User operations can analyze the characteristics of users to allow channel operations to make more accurate channel placements, let product managers make functional features that are more suitable for the target group, and let event operators make more matching event copywriting. In this way, It can improve the quality of product users and increase the number of high-quality people in the final output.

Improve the effectiveness of business actions

The second is to improve the effectiveness of business actions.

Taking channel operations as an example, if only one type of copywriting was originally used for channel delivery, then we can continue to optimize the characteristics of different channels, design different delivery copywriting and materials, improve the matching between delivery content and channels, and improve conversion efficiency. Under the same number of exposures, a more precise delivery strategy can generate more user groups.

The same goes for user operations . In order to improve the business value of end users, we can work on the effectiveness of business actions.

For example, we originally only divided users into new users and old users, and then took different operational actions for new and old users. The efficiency of this operational action is not particularly high because its user classification is too rough. The final commercial value is also limited. In order to improve the final commercial value, we can analyze the commercial value of different groups of people, and finally divide users into five to six major categories through the RFM model, and conduct targeted operations for these different types of users. Since the classification of people is more accurate, matching business actions will be more effective, and the overall business value will be improved through the effectiveness of operational actions.

Improve output matching

The third method is to improve the matching between the output end and business needs.

Take channel operation as an example. The final output of channel operation is downloads, transactions, and returning users.

If the company is currently pursuing the user scale of the product, then channel operations must also focus on the larger goal of user scale and find user channels and delivery methods that are easier to download and retain .

If the company's big strategy changes , from the original pursuit of user scale to the pursuit of commercial transformation . So if channel operations still use the original method to output users, it will lead to a mismatch between the output of channel operations and the company's overall strategic goals, reducing the value of channel operations.

At this time, channel operations need to adjust the original operating strategy and change the final output from "number of downloaded users" to "number of transaction users". The output form has been modified, and both the input end and business actions have changed. Data analysis can analyze the channels and delivery methods suitable for "transaction users" for new outputs

.

The same applies to user operations . If the company is currently pursuing user scale, then the output of user operations should be user groups with different levels of activity or groups suitable for different activation methods. The classification must be centered around improving user retention and activity frequency.

But if the company’s strategy shifts from user scale to commercial monetization, then the original set of outputs actually no longer matches the overall company strategy. At this time, no matter how hard we work on the input end or the intermediate business execution end, the effect is still not good. At this time, it is necessary to change the final output and shift to a user classification method with the goal of commercial realization.

[rafi420]

The exquisite life of mass production has become a considerable business

Behind the need and being needed, there are often great business opportunities hidden. When Vlog, which focuses on exquisite daily life, has a group of qualified creators and a stable audience, this track has also HE Tuber attracted the favor of many brands.

Because in these videos that emphasize a beautiful lifestyle and high-quality life attitude, the products are not only strongly related to specific and exquisite life scenes, but the products themselves are also an important element in constructing the concept of "ideal life". Therefore, for brands, whether it is "planting grass" or conveying brand concepts, this type of video is a cost-effective carrier.

However, not all products can be strongly associated with it. The business cooperation of exquisite lifestyle bloggers is mainly concentrated in categories such as beauty and skin care, coffee and healthy drinks, personal care, and aromatherapy. Under these categories, bloggers People generally tend to choose products with high customer unit prices to maintain the unity of video tonality. For example, brands such as Lancôme, Estee Lauder, Clinique, SkinCeuticals, and L'Occitane frequently cooperate with these bloggers.

Judging from the trend of brand placement, currently high-end brands in the fields of skin care and beauty also prefer to cooperate with bloggers who match their tonality. High-end luxury brands in categories such as clothing, jewelry, and watches are still more inclined to cooperate with celebrity artists. Therefore, for exquisite lifestyle bloggers, the categories and brands they can cooperate with are relatively limited.

Of course, some bloggers will choose to create their own brands after their IP accounts mature. For example, Zhuzi founded a personal women's clothing brand "TR She is hot", and blogger onnuk also created a personal fashion brand. However, self-created brands are a new business logic. The establishment of a new brand can indeed leverage the personal influence of bloggers initially, but in the long-term operation, brand positioning, product quality, supply chain, etc. must be solved. The problem.

"Building a brand is a big pitfall. If I could choose it over again, I would definitely not choose this one. Any Internet celebrity brand will not lack traffic in the first year. Your fans will support it. Generally, this kind of Internet celebrity brand Death always occurs in the second year." In an interview, Zhuzi said when talking about starting his own business. Blogger Liu Mengna, who has 678,000 fans on Station B, also chose to create her own brand, but it still ended in failure.

With the rise of live streaming, some bloggers will also get involved in live streaming to bring goods. This is not a replicable business path, because Vlog itself achieves the effect of planting grass by inadvertently creating a better life. The purpose of live streaming is very strong, which is essentially different from Vlog.

Moreover, live streaming can even have a backlash on bloggers’ trust and reputation. In May of this year, Vicky started her first live broadcast to bring goods, but the feedback from netizens was not friendly. Many people said, "Once the live broadcast starts, almost all the notes in the future will be about products to be brought," and "They don't dare to I believe in the so-called recommendation of good things.”

In addition, although many bloggers are also invited to participate in brand offline activities, the commercial conversion of such activities is actually very low, and such activities mainly invite fashion bloggers and celebrity artists.

So overall, although the commercialization of exquisite lifestyle bloggers has been relatively mature, the commercial realization channels are still very limited. Especially after more and more high-quality bloggers of the same type emerge, the reality of “more monks and less rice” has also prompted many bloggers to try to transform. But for bloggers with exquisite lifestyle styles, transformation is not an easy task, as it involves changes in the entire audience group and brand resources.

After the personality misalignment, the transformation dilemma of exquisite life bloggers

Generally speaking, after the blogger's video style and personality are determined, the audience group is basically formed, and the relationship between the blogger and his fans becomes increasingly stable. Exquisite life bloggers provide high-quality content, and fans consume the content to obtain emotional value. Brands find room to play in this stable relationship.

stable business closed loop is formed between bloggers, fans and brands. Once transformation is involved, it means that this stability must be broken and new relationships need to be re-established.

If the new content style is too different from the original audience needs, fans will feel disconnected. The reason why Zushi Danggui has been questioned by many people this time is because the consistent character design and new content are completely misaligned, which has led to fans' maladaptation. The core content of her previous videos was "delicate", "living alone", and "petty bourgeoisie". Therefore, when her new video suddenly became "make do" and "sloppy", and only revolved around her children, fans naturally could not accept it.

Judging from recent content, Angelica is also trying to transform when she becomes a mother. For example, the video content includes a lot of interactive scenes with children, and will share some baby products, parenting experiences, etc. But judging from the comments, fans don't buy it. Because for bloggers whose style has been stable, once the core content changes significantly, they must consider the needs of the audience. In short, audiences who like to watch exquisite solitary lives do not necessarily like to watch mother-infant interactions.

For bloggers of exquisite life, completely changing the video content will face the risk of re-changing the core audience group, and also face the dilemma of re-matching business resources.

But not all bloggers’ transformation is bumpy, and there are many successful cases. For example, after Liu Yujia became a mother, she not only did not have a personality crisis, but also attracted some new fans by sharing some of her daughter and family's daily life, and successfully expanded cooperation with some baby brands and home furnishing brands. In addition, Zhuzi and Vicky have also experienced changes in their living conditions, but still maintain a relatively stable fan base.

The reason why they can successfully transform is mainly because they maintain the core factors of the original content and maintain the consistency of style. The relationship between bloggers, fans, and brands does not need to be completely rebuilt. Comparing their before and after videos, the changes in living conditions did not affect the presentation of the video content, and fans did not feel a strong sense of fragmentation when watching the videos.

It can be seen that exquisite life bloggers are not limited to being involved in exquisiteness. An additional identity means an additional business space that can be expanded. Transformation is a breakthrough point that brings new opportunities. Especially at present, the maternal and infant track is also a popular track that related brands are paying attention to, and the related products are also more abundant, including milk powder, baby food supplements, baby clothing, strollers, etc.

However, transformation cannot be done at the expense of the last, and the core of video content must be protected. The image of a sophisticated and petty bourgeois independent woman must be based on ensuring "refinement and independence" and advance to the image of a "refined and independent mother" instead of completely changing the style of the painting into one full of exhaustion, rough life, and spending all time and energy. A mother who spends all her time raising children.

The image maintenance of some celebrity artists can also be used as a reference for bloggers. For example, after Sun Yi became a mother, she still maintained a fashionable and refined female image. Not only did she not affect her business resources, but she also gained a wave of popularity among passersby. And because Liu Tao has always been a mother and family-oriented image, even if she shares parenting-related content, it will not damage the audience's perception of her.

The controversy over the collapse of Zushi Danggui's character is mainly due to the change in the relationship between the core bloggers and fans. If we cannot quickly return to the previous video style, the subsequent business cooperation will inevitably be affected. And if we have to abandon the core of the previous videos such as "exquisite" and "petty bourgeoisie" and turn to new content such as "family" and "parenting", we must replace the fan base accumulated over the years.

Therefore, for exquisite life bloggers, no matter whether they transform actively or passively, they need to maintain the coherence of their personality and content, so as to ensure that their core fan base is not affected and to expand greater business opportunities.

[rafi420]

Behind the collapse of the millions of UP masters: the transformation dilemma of exquisite life bloggers

In the latest video, a blogger who once used an expensive coffee machine worth tens of thousands of yuan suddenly drank instant coffee without even HE Tuber brewing it. He spent a lot of time selecting designers and holding meetings to discuss decoration, but because of "Trouble" gave up decoration and moved in directly; before, he often displayed exquisite OOTDs in the elevator, but now he suddenly said in the video that he no longer needs to buy clothes in the past two years; he used to arrange breakfast dishes exquisitely and study various complex delicacies every day. In the new video, he is busy preparing baby food...

If you look at the contents of this issue alone, the life of a blogger has almost nothing to do with sophistication. The video showed only the "tiredness" and "messiness" of entering a home, which also made many netizens question, "Is this still Dangdang's home?" "It looks very depressing."

In the comment area, netizens are also divided into two camps: most people think that the core of Zishi Angelica’s video is to “show one’s quality of life that is very accessible to others. The decline in quality of life now means the quality of the video has declined”, and “no one wants to watch it”. Baby food supplement." Some people also expressed their understanding and felt that "different life stages lead to different states" and "whose life has not been busy yet, and it cannot remain the same forever."

When an independent woman from a well-off family

 and sophisticated petty bourgeoisie suddenly turned into a down-to-earth wife and mother, this huge gap gave fans a strong sense of separation, and many fans started to quit. "I started following it in 2019 and decided to unplug it after watching the new videos." A fan of Zi Shi Dang Gui told us.

This is not to be blamed on netizens. After all, Zishi Angelica once relied on her exquisite and independent personality to become the "ideal life model" for many girls. She has accumulated about 5 million fans on Bilibili, Weibo, Youtube and other platforms.

In fact, it is not uncommon for bloggers like Zishi Danggui to adopt a refined style. Bloggers such as onnuk and Vicky have already begun to build a refined life through Vlog in the early days. Nowadays, on platforms such as Bilibili and Youtube, this style of content There are also more and more, and they are often associated with the placement of "lady" products such as Lancôme and La Mer.

However, just like Zishi Angelica, these bloggers will also face active or passive transformation. On the one hand, the monetization channels for exquisite life bloggers are relatively narrow; on the other hand, changes in living conditions will also prompt bloggers to Passive transformation.

But judging from the actual situation, the transformation of exquisite life bloggers is more difficult than imagined. This involves adjustments to the fan base and business tone. If you are not careful, it will become a "thankless" task. . Although Danggui is also trying to transition into the mother-infant and parenting track when she becomes a mother, it still seems to be facing great challenges.

The “unattainable” sense of sophistication has become a meal replacement for young people.

A cup of hand-ground coffee with a sense of ritual, an ins-style or Nordic-style interior design, laziness by the floor-to-ceiling windows after getting up early, and the comfort of nestling on the sofa while petting the cat and reading a book... On various social platforms, this exquisite style Daily Vlog can be found everywhere. A kind of fantasy of a beautiful life that is "petty bourgeoisie yet relaxed, sophisticated yet orderly" is becoming more and more concrete in these videos.

How is this "ideal life" constructed step by step?

After careful observation of various types of exquisite life Vlogs, we found that the most popular video types on social media currently include: "Japanese style" with a quiet tone and mainly cool white tones; more sports shots, first "European and American style" that focuses on perspective; in addition, content like Zishi Danggui that focuses more on specific fields such as food and has obvious personal style is also very popular.

Regardless of the type, behind the seemingly diverse and exquisite daily Vlogs,

 there is actually a unified production logic running through them.

The most intuitive feature is the visual sophistication and the "refreshing" feeling brought by the crisp and coherent movements. In terms of food, the cooking must be Western food, the tableware must be beautiful, and the coffee must be hand-ground; in terms of room decoration, the color matching must be unified and the aesthetics must be high-end; in terms of personal management, complicated skin care steps, careful outfits, and unique Jewelry and various perfumes are indispensable; in terms of product selection, either big brands or niche brands; in addition, scented candles and green plants are indispensable items to enhance your life style.

Moreover, in terms of video rhythm, a simple action often includes multiple shots of special, near, medium and far. The continuous camera switching, coupled with relaxing music, can bring immediate visual stimulation to the audience.

Not only does the picture need to be exquisite,

 the state also needs to be self-disciplined and calm. Many bloggers usually get up at 6 a.m., drink a cup of coffee or freshly squeezed juice, and then complete yoga and morning skin care in an orderly manner. At 9 o'clock, drive to a coffee shop or sit on your desk at home, make a to-do list for the day, and start serious work mode at double speed. Of course, even though the day is very busy, "before bed routine" such as reading a book and doing skin care in the evening is also indispensable.

Behind the beautiful and exquisite life in the movie,

 there is often an independent and thoughtful character. Many exquisite lifestyle bloggers with large followings share many values ​​and personal attitudes towards life. Zhuzi, an early domestic Vlogger, had a separate column "Life is Dog Food", which talked about in-depth topics such as "How to read 7 books in a month" and "Say Goodbye to Bad Habits". Previously, Angelica also In the video, he expressed his attitude towards marriage and love.

From the pictures to the rhythm, from the clothes to the interior, these Vlogs construct an "ideal life state" in multiple dimensions. But whether these lives are true or false is not absolutely important.

As a netizen said, "Internet exquisite life bloggers are to ordinary social animals, similar to matches to little girls. You know it is fake, because real social animals will not put two multi-functional pots at home. Buying a bunch of them looks like Cups and plates take up space and are difficult to wash, and you won’t always use twenty pounds of fruit to make sauce, but you just know how to look at it because you know that someone can worklife balance and inject the power of hope into the lives of working people.”

Therefore, many people like and pay attention to this type of video

 mostly to gain emotional value from it.

"When I first started paying attention, my living environment was relatively difficult. Watching Angelica's videos made me feel that they were exquisite, and I also yearned for this kind of life attitude." Shanshan is a nine-to-six office worker. She has been following Zishi Danggui since her early graduation. "I used to read almost every issue. After reading it, I wanted to cook well and live a good life." In addition to Zishi Danggui, she also follows bloggers such as Liu Yujia, Vicky, and Emma.

It is not difficult to find from the comment area that most of the audiences for these exquisite life videos are young women who live in first- and second-tier cities, are busy at work, and live alone. By watching this constructed "ideal life state", they can temporarily relieve the frustrations in life and work. Many people also buy the same products as the bloggers and imitate the details of life to get themselves closer to the ideal life.

It is this mentality of envy and desire to be touched that allows brands to see business opportunities, and has also given rise to the emergence of more exquisite lifestyle bloggers. Selling exquisite daily life has become a unique phenomenon on social platforms.

[rafi420]

Brands also need three provinces in daily life

The ancients said that I should examine myself three times every day. Xiaoseng believes that brands also need three aspects of daily thinking, planning also needs three aspects of daily thinking, and HE Tuber decision-makers need to make three aspects of daily thinking in order to avoid losing themselves in marketing, becoming another follower, and becoming another piece of trash. Information making machine.

Who am I?

Do you really know who your brand is? Doing brand marketing every day, have you ever understood what a brand story is? What is the brand spirit? What does the brand prototype look like? Who is the target group? Where and what are they interested in? Have you ever thought carefully about how to perform such brand marketing actions, what tone to maintain, and what bottom line should be drawn?

Don't rush to claim that you are very clear. You will be very clear when you are asked, but you will be confused when you do it. Thinking back, how many of the silly videos, tear-jerking photos, and sensational articles you made are in line with the spirit of the brand, how many of them directly hit the target group, and how many of them added to the brand equity?

Marketing is like sculpture, every marketing is shaping the final statue. A careless marketing move today may become a pothole or stain on your brand tomorrow! Understanding who a brand is is the starting point for all marketing and the basis for testing marketing actions.

Where am I

Brands grow dynamically. On the one hand, your marketing becomes the reason why the brand is a brand. At the same time, the marketing actions that work for brands at different stages are also different.

Simply speaking from the growth cycle, the brand in the initial stage is limited to cost but needs publicity. Marketing is more of a small-scale approach. In the growth stage, rapid expansion, marketing actions may be offensive, and the funnel needs to be expanded to consolidate awareness; from image recognition For example, if your image is blurry, you need to engage in major events, crossovers and other big moves to sharpen your perception. If there is a negative impact, you need to improve your reputation.

If you don’t understand the position of your brand, the situation your brand is facing, or what issues your brand marketing is trying to solve, and you just blindly follow the trend and ask why others are popular but you can’t, that’s just being a gangster!

Where are you going?

Being wise means being targeted. If there is no clear brand planning, no idea of ​​where the brand is going, and no clear and specific marketing purpose, then no matter how much marketing you do, it will probably be 800 degrees of myopia without glasses. What effect do you think it will have? If you don't fall into the ditch, you will be Amitabha.

Long-term goals, there are no goals in stages. Campaign goals are not decorations, but beacons for moving forward. If the goals are too big and inappropriate every time, marketing can only be fun for itself. Of course, if your goal is to enjoy yourself, then the monk has nothing to say.

You can imagine that one day you will be able to harvest attention, but there is no need to step in other people's footsteps and expect that you will succeed, let alone not even know where other people's footsteps are and still dream of being like others!

The three daily precautions for a brand should be the precepts that one must ask themselves before each marketing campaign. The same is true for brand marketing, and the same is true for planning plans. Regardless of whether it is Party A, Party B, or Party D, decision-makers should ask three questions every day, otherwise one general will be incompetent and the three armies will be exhausted!

Others have done it, why not do it yourself?

Planners encourage each other.

[rafi420]

Three questions about brand marketing, planners encourage each other

There is a strange phenomenon in the advertising circle. After a brand's marketing hits the screen, there will immediately be a wave of followers.

Even every time I have a meeting with a client, the other party will mention me by name, like , or even slam the table when HE Tuber I disagree: Can't you refer to ? When planning a plan, many planners will encounter a similar situation. Leaders often say to simply write it down and integrate the two plans, or more directly, refer to this or that plan and just change the name.

Cases copied and failed repeatedly, why do customers still want to learn from others? Plans have been repeatedly copied and failed. Where did the leaders get their confidence? In other words, why does Party A never want to be himself? Why can’t planners plan their own plans?

The reason is actually very simple. It's just that the eyes are too red, the brain is slightly paralyzed, and the heart is too confused. Here, Xiaoseng uses Party A’s preference for copying popular items as an example to analyze the mentality behind it, and the planners encourage each other.

Why do you always think about plagiarism?

From envying hot spots, to envying 10W+, to envying live streaming for selling goods worth 1 billion, no brand does not want to stand in the spotlight, so the following three mentality are their basics:

Eyes too red: eager for quick success

Eager for quick success and instant profit is the basic mentality of many brand marketing. They always hope that they can fly in the wind, but they don't even take the initiative to move their butts towards the wind.

I am always jealous of others, so I always want to copy homework. You will see what others have done that is popular, and these brands must follow suit. Even if others have overturned, you must test it on the edge of death.

The result is as you can see, others have reached a new level of their own brand, but you have reached a new level of your own marketing, with a hammer here and a stick here and there. I don’t know what you are doing.

So today many brands are still envious of others for always having their own apertures, while some brands have become apertures themselves.

2. Cerebral palsy: one leaf is blinded

It is normal to be envious of other brands that dominate the screen. Agents also need to reflect on their failure to let customers dominate the screen. However, they only see the success of others and ignore the efforts behind the success. They only care about others being popular and ignore them. It would be too wishful thinking to ask others how much they have paid for the fire.

When engaging in marketing, you must not be lazy and blinded by appearances. Others’ screen domination is not a stimulant for your brand to start “learning from”, but should be a ruler to spur your brand’s progress.

Learning about a person does not start from when he was successful, but from his past. The same is true for learning a brand. You learn from others' pride and indulgence, but you don't know how much hard work they put in before they were proud and indulgent. Looking at the results and investigating the reasons is the only way.

Too confused: looking at flowers in the fog

Whether it is a desire for quick success or a blind eye, on the surface it seems to be a mistake of "learning from others", but fundamentally it is caused by a lack of understanding of one's own brand. I have never thought about what kind of brand I am, so I don’t know what kind of image my brand should show to the outside world, how to interact with the public, and what kind of marketing actions should be taken.

My mind was in a mess, I just wanted to increase my followers, refresh my screen, and let my boss see it. I was confused and didn’t know what to do. I just wanted to make something to get credit.

In the era of equal rights communication, what you don’t do is more important than what you do, because everything you do will become part of the brand and be watched, discussed, and eaten by people on the Internet. If you can’t contribute, don’t dig your own corner. .

It can be seen that if a brand wants to become a brand and become a brand that is active in the public eye and has its own BGM, the most important thing is to be a good self, and the prerequisite for being a good self is to understand yourself.