Shulou(Shulou.com)11/24 Report--

In the first half of the year, the consumer market picked up and recovered, and at the same time, it gradually entered a new stage of consumption, with both opportunities and challenges. Consumers' increasing rationality and prudence are still the main theme of the market. in the face of many difficulties brought about by the degradation of consumption, the acceleration of brand marketing competition and the lack of brand growth, brands are constantly adjusting their vision and horizons of examining the market. while iterating the configuration of its own capability model, it is all the more necessary to rebuild "confidence" with consumers and innovate boldly in the consumer market, accompanied by highlights and severe moments. This is exactly what the consumer market is facing right now.

On July 19-21, the 2023 G-Media Summit with the theme of "Trust and confidence" was held. Marketers from brands and Internet advertising gathered around the most innovative digital advertising solutions and the latest digital advertising technology and other core issues to explore the new future of digital marketing.

Li Mingyang, head of external circulation and marketing of Kuaishou magnetic engine, was invited and delivered a keynote speech on "Brand Marketing is the acceleration of Business". Li Mingyang said that the magnetic engine provides marketing solutions covering different industries and multiple scenarios by deeply digging the commercial ecological value of Kuaishou, upgrading product capabilities and services, and continuously deepening brand marketing infrastructure, matrix construction and scientific construction. in order to improve the quality and efficiency of brand marketing.

New increment of brand marketing driven by high-value business ecology

In the first quarter of this year, the average number of daily active users of Kuaishou app reached 374 million, the number of monthly active users reached 654 million, and the number of users reached a new record. At the same time, women cover 43.9% of the network, new line people cover 44.3% of the network, and buyers of high-consumption groups reach 100 million +. Relying on Kuaishou ecology, businesses such as automobiles, beauty care, food and beverage, and e-commerce, which are closely related to users' lives, are booming. As the hub of platform content and business, Kuaishou people have increased by 700000 over the same period in June last year. The expansion of good content and Haoda people has brought new opportunities for the marketing and operation of brands in Kuaishou.

Li Mingyang stressed that as the leading platform in the field of short video and live e-commerce, Kuaishou has accumulated a large number of high-value users, high-value content, and high-value creators, as well as unique high-value links. All these have laid a solid foundation for Kuaishou to launch a brand marketing war in an all-round way and pry new increments.

The integration of product effect and marketing, let marketing accelerate the business

With the rapid development of Kuaishou e-commerce business, more and more brands take Kuaishou as the core business position. How to better promote the integration of brand marketing and management through the commercial empowerment of the platform is a proposition that Kuaishou is always thinking about and exploring deeply.

In the basic construction of brand marketing, Kuaishou not only carries out the precipitation of crowd assets, manages the global population assets, empowers the long-term growth of the brand, but also builds the brand management position, carries on the long-term cultivation, causes the R3 crowd to improve steadily.

In the construction of brand marketing matrix, advertisements cover all-field and full-path brand resources, such as open screen, information flow, live broadcast, short video, talent, interaction, multi-dimensional contact and accurate brand awareness. At the same time, Kuaishou goes deep into the needs of the industry scene, through resource integration, exclusive customization, flexible cooperation, etc., to promote continuous operation and transformation with new home content, and to improve business efficiency with quality industry activities and customer marketing IP.

Taking the brand practice of the beauty and makeup industry as an example, Oushiman and Kuaishou connect the brand open days with creativity and science, and combine multiple resources to achieve both quality and effect. In the water storage period, eyemax screen opening, suspension information cards, light interactive personalized information flow, and many non-standard resources strongly seize the R1-R2 crowd, increase the exposure of "pearl whitening" content, comprehensively explain the mysteries of "pearl whitening" and "whitening"; and focus on R3 people with pyramid recommendation strategies and customized online interactive activities, to achieve full mental touch of "pearl whitening" users, and strengthen the output of Oshiman pearl whitening ingredients. Then in the search products, private domain matrix to undertake, through the magnetic Taurus delivery tool to achieve a comprehensive transformation in the brand market. Data show that during the event, the total brand GMV reached 40 million +, the brand self-broadcast increased by 125%, the number of new customers increased by 360%, and the overall population asset size increased by 89.31%.

In the scientific construction of brand marketing, through product construction, model construction, system construction, omni-directional brand evaluation and delivery, full-link escort brand power is enhanced.

In the era of rapidly changing consumer and business scene, in the face of more and more complex marketing environment, brands pay more and more attention to deterministic and scientific delivery and management. As a result, Kuaishou's continued prosperity of high-value business ecology, fast iterative commercial product capacity and service capacity, will definitely help more brands to achieve long-term business and marketing breakthroughs.

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