Shulou(Shulou.com)06/01 Report--

What is a big country brand? High market capitalization, good reputation and household name. In 2011, Chinese mainland had 61 companies on the Fortune 500 list. Eight years later, the number of Chinese Fortune 500 companies on the list has reached 129, which shows that Chinese brands are growing very fast.

The real big country brand, in addition to excellent technology and products, but also need to rely on effective communication.

On August 30th, CCTV-1 "Big country Brand" specially launched a trendy media brand feature film, which shows the importance of media publicity for the growth of big country brands. From the traditional media of newspapers and radio and television to the emerging media of network media, outdoor media and life circle media, they are all the leading forces of brand communication in big countries.

After several twists and turns, entered the era of information explosion, fragmented content distracted consumers' attention. The rough way of communication can no longer adapt to the new market trend, and fine and targeted advertising has become a market trend. With the peak of the dividend of online traffic and the popularity of the sinking market, digital offline media has once again become a new communication object favored by many brands, and ladder media is also on the rise.

From the point of view of CCTV-1 's "Big country Brand" special feature film of trendy media brand, the rise of digital elevator media represented by trendy media has set off intelligent and accurate communication of thousands of people, and made it a booster for many brands. As mentioned in the special feature film "Great Brands": as the witness and leader of the innovation and change of elevator advertising in China, trendy Media empowers from the three aspects of flow, technology and efficiency by integrating its offline media resources. it has helped thousands of brands to take off.

Flow capacity

The bottoming out of online traffic and the implementation of the new retail strategy have prompted e-commerce brands such as Alibaba, JD.com and VIPSHOP to draw traffic from offline communities, while trendy media, as social media focused on family consumption, has huge community traffic import resources.

After six years of accumulation of ladder media resources, Fashion Media has covered more than 100 cities across the country, with a total of 45,000 communities, nearly 700000 elevators and 200 million families, and Fashion Media also plans to install 1 million elevator TV screens across the country in the future. covering 300 million people in the community. From the perspective of the number of elevators and family coverage of trendy media, trendy media has a huge community flow resources, so it has the qualification to help the rise of big brands.

Technical empowerment

"Technology determines productivity". With the rapid development of domestic Internet technology, big data technology and artificial intelligence technology, the digitization and intelligence of traditional industries have been infinitely extended to various industries and even offline media. Trendy media, as the leader of digital ladder media, naturally has enough leading advantages in this respect.

Trendy media, which is committed to creating a digital and intelligent community media flow platform, has been at the forefront of ladder media technology. Launched the community elevator TV LED broadcast platform in 2013, launched the ladder advertising offline intelligent point selection system "broadcast" in 2016, and launched the honeybee intelligent delivery system in 2018. This step by step steadily carries on the ladder media technology innovation and optimization, and finally makes the offline ladder media advertising digital, intelligent and programmed.

Efficiency enabling

In recent years, the Internet market continues to stage a fierce war of "burning money and grabbing traffic". The explosive brand promotion information makes consumers feel aesthetic fatigue, which leads to the difficulty of getting customers online in the Internet market. the impact of the decline in the accurate communication effect of brand advertising.

In order to improve the effect of advertising coverage, trendy media consciously continues to strengthen its accurate coverage attribute, on the basis of more in-depth insight, perception and understanding of consumer needs, with the help of big data's feedback and analysis, to achieve accurate matching of ladder advertising "people, goods, market, time", and further improve the effect and transformation efficiency of offline advertising.

Practice the service concept of "products are sold at home, advertisements are trendy"

China has a large population base and a large number of families, and the domestic household consumer market has a huge space for development. Today, with the rapid development of social economy, household consumption accounts for an increasing proportion in the overall consumer market, and the household consumer market is like a gold mine waiting for brands to dig. Brands with a keen sense of smell turn to intensive farming communities and families.

With the rise of household consumption, the market value of community elevator media gradually appears. On the one hand, in a variety of offline media forms that occupy the audience segment time, community residents are used to obtaining interesting and valuable advertising content through ladder media, and elevator media has the most advantage in brand communication. On the other hand, under the background of online flow dividend fading, elevator media has become a popular track for offline traffic and has attracted much attention from capital.

As a leader in the field of echelon media, trendy media has begun to "upgrade and fight monsters" since it entered the field of echelon media in 2013. In the past 6 years, it has recorded the elevator entrances in major urban communities with rapid development, showing the broken posture of ladder media brands with technology, service, scale and reputation. Today, trendy media has surpassed many traditional ladder media enterprises to become the top two in the country.

Behind the growing growth of trendy media are the successful communication cases of 16000 customer brands. According to trendy data, trendy media has covered 700000 elevators in 100 cities across the country, reaching nearly 200 million people a day. There is no doubt about the ability of trendy media to "hold" big brands.

Judging from the current development trend of echelon media, trendy media enables brands of various industries to enter thousands of households in China through three major levels, escorting the glow and heat of brands of big countries, and bringing people a better life at the same time. In the near future, more brands will be "popular and raised" by trendy media.

In a word, with the rise of digital ladder media, trendy media, the leader of ladder media, has turned thousands of small brands into big brands and big brands into big brands through the empowerment of flow, technology and efficiency. The trendy media, which practices the service concept of "products are sold at home and advertisements are trendy", not only brings hope to the brands of big countries, but also tamps its own comprehensive strength.

Media Communication: the Eternal "Gas Station" of Big Brands

Traveling through the long history of media communication, each evolution is accompanied by the rebirth and growth of big country brands. With the development of print media, television broadcast, network media and digital ladder media, consumers see different big country brands. On the contrary, behind the birth of big country brands to the successful take-off, in addition to the enhancement of their own strength, it is inseparable from the support of media communication.

First, great changes have taken place in the functional center of brand communication, not only to build a bridge between brands and consumers, but also to accurately match consumers and brands with big data technology and artificial intelligence technology. help brands increase their market influence. Second, the 5G era is coming, offline media is full of opportunities, comprehensive intelligent community media will bring more intelligent brand communication for big brands.

To sum up, with the continuous evolution of digital and intelligent media, new media such as Jinri Toutiao and digital ladder media such as trendy media will become eternal "gas stations" for big brands.

(official account of Liu Kuang / tr. by Phil Newell) ID:liukuang110

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