In the face of new changes, the technology that is worth buying is still growing. Tian Wei believes that the first reason is that it is worth buying what is worth buying. As a consumer content community, it has always been good at providing high-quality consumer content, which is in line with the marketing consensus that good content is good advertising. At the same time, as a technology driven technology company, it is worth buying big data technology independently developed by science and technology to help the content of the pair accurately match with the right people, so as to improve the promotion efficiency and sales transformation of the brand, and realize the integration of product and efficiency.
Our companys mission is to make every consumption produce happiness. This mission is not only to face users, but also to face customers, so that every marketing investment they spend on our platform will have a sense of happiness. Tian Wei concludes.
In the round table forum after the speech, Tian Wei, co founder of golden mouse digital marketing competition and TMA Mobile Marketing Award, executive chairman Fang Lijun, President of impactradius Greater China, Zhu Hequn, vice president of tuhu yangche, discussed the possible marketing direction in 2021.
Participants reached a consensus on the crisis coexistence situation brought about by the epidemic. For example, for the live broadcast of the fire after the outbreak, Tian Wei believes that live broadcasting is a good form of interaction between brands and consumers. However, to be successful in todays live broadcast Red Sea, professional product selection ability and content ability are indispensable. For the current phenomenon of homogenization of many brands or products, Tian Wei thinks that homogenization is not a problem. The real problem lies in the ability to refine differentiation for such products or brand marketing, and accurately adapt this differentiation to the appropriate consumption scenarios.
The following is the full text of Tian Weis speech:
The driving force of brand marketing growth under the new consumption reform
u25b3 Tian Wei / Vice President of technology commercialization
Hello, everyone. Welcome to the special forum worth buying science and technology.
Whats worth buying was originally a personal blog of our founder, sharing his own understanding of good products and good content. Later, it gradually attracted many like-minded professional editors to produce more high-quality and professional content, which won the trust of users and formed a good community atmosphere, thus encouraging the production of more consumer content. With the development of industry team and user scale, it covers more and more diverse consumption contents and scenarios, and is recognized by more and more business partners. Last year, we were listed on the Shenzhen Stock Exchange, the first A-share listed company in the field of content e-commerce.
But I believe every practitioner here has a feeling. In this track, it is no longer the way of playing in the past. Three changes have taken place in the consumption track: first, the trend of consumption upgrading and consumption degradation is highlighted at the same time; second, all things are channels, but it is becoming more and more difficult to serve users; third, a large number of new brands appear, and the iteration speed is significantly accelerated.
The first point is obvious from our users. There is a big characteristic of the users who are worth buying. The younger generation of consumers are not only willing to recharge their faith, but also very much agree with the concept of Duoduo Zhenxiang and refuse the commodity premium. These two contradictory features coexist at the same time. We often see that worth buying users are willing to spend tens of thousands or hundreds of thousands to buy a product with cutting-edge technology or top configuration, but they are also willing to purchase through some more favorable channels, even coupons or free mail coupons. To sum up, it is very difficult to define such users as those who are willing to recharge their faith and spend their money on the blade.
The second point is that the matching of people and goods has entered the era of diversified consumption, and the marketing scene has been everywhere. Take the live broadcast industry as an example. In the past, it was hard to imagine that sales peak would be at 2:00 in the middle of the night, and countless people who couldnt sleep placed orders under the covers. For example, the data of Weiyas live delivery last year was 35 billion. As we all know, the annual Gmv of famous luxury shopping malls like SKP in Beijing is more than 13 billion. In fact, a Weiya team has more than twice the volume of such a retail group that has been operating for many years.
However, the other situation behind is that the current statistics of the number of active live anchors is about 400000. In addition to the well-known head anchors such as Weiya and Li Jiaqi, a large number of middle and low-end celebrities, online celebrities or anchors have problems in the selection and content, and their content is not so easy to impress users and consumers. In my opinion, thats because excellent head anchors have a very large and excellent selection team behind them. They have known for a long time that the impact of content on end users is a very critical factor.
Third, every change in the industry will bring about the birth of new brands. Taobao era has given birth to a lot of Taobao brands, such as the era of social e-commerce, a large number of social brands have been born, and now, new brands corresponding to our era will also be born. This is a good example of the concept of snow cake in Luzhou. Lets look at the cooperation between bubble mart and animation IP, and the cooperation between adopting a cow and Dunhuang IP, which are all good cases of helping the brand out of the circle by connecting content. From these three examples, the successful emerging new brands not only emphasize the products own characteristics or practicability, but also convey the brand value and the story behind it.
Based on the above changes, we come to a view about marketing driving force: good content is good advertising. No matter whether there is a strong binding relationship between the real valuable content and the brand, as long as it can bring better content value to consumers, whether in terms of interest, culture and circle level, it can become the best communication carrier, that is, a good advertisement.
For users, content directly affects their consumption behavior. In the past, our users paid more attention to preferential information and good price information. However, with the continuous upgrading of our consumer content community, it is worth buying. Now users pay more attention to some personalized content. A high-quality, professional content is actually very easy to grow grass. Consumers are attracted by the content, and then they have an interest in buying, even if they did not have such awareness a minute ago. Thats what weve been doing and doing well.
At the same time, because we are a technology company, we pay special attention to technology driven, so we not only have high-quality content, but also pay more attention to technology to maximize the effect of high-quality content, make the content more accurately match the suitable users, and let the goods more accurately find people. Our self-developed big data system, which can be distributed to thousands of people, can make better content and products recommended to suitable users to speed up the purchase decisions of users.
There are two core values of technology worth buying all along. The first is to improve the promotion efficiency of brand through content. The second is that we promote the sales transformation of brands through content. When we open the brand, the users are very active in promoting the brand. The first factor is that the users can use the brand for the first time. The second core value is that we have very high quality users, not only active, but also have high purchasing power.
Just those data can also show that, despite the epidemic, it is worth buying. The overall revenue growth is very considerable. This result not only validates our idea that good content is the best marketing, but also validates our unique marketing model.
When its worth buying, brands can get the landing of brand value through PGC + UGC content, or even directly through the KOL of relevant categories. Then, through the industry influence of worthy to buy high-quality content and the companys layout on the entire IP matrix, it can expand the value volume, transmit the voice of a large number of real users, and influence more users to make consumption decisions. After that, combined with the technology of thousands of people and thousands of faces, it helps the brand directly reach the user groups that most want to reach, and make more accurate marketing matching. The above is what I want to share with you. It is worth buying how to bring growth driving force for brand marketing through good content in the new consumption era. I also want to explain that the mission of our company is to make every consumption produce happiness. This kind of happiness is not only for users, but also for our customers. We hope that customers can bring happiness to a brand or even an enterprise by spending every budget on our platform. Our entire team is proud of this mission. Thank you! Source: editor in charge of mass news: Chen Tiqiang_ NB6485
When its worth buying, brands can get the landing of brand value through PGC + UGC content, or even directly through the KOL of relevant categories. Then, through the industry influence of worthy to buy high-quality content and the companys layout on the entire IP matrix, it can expand the value volume, transmit the voice of a large number of real users, and influence more users to make consumption decisions. After that, combined with the technology of thousands of people and thousands of faces, it helps the brand directly reach the user groups that most want to reach, and make more accurate marketing matching.
The above is what I want to share with you. It is worth buying how to bring growth driving force for brand marketing through good content in the new consumption era. I also want to explain that the mission of our company is to make every consumption produce happiness. This kind of happiness is not only for users, but also for our customers. We hope that customers can bring happiness to a brand or even an enterprise by spending every budget on our platform. Our entire team is proud of this mission. Thank you!