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

01. No warning issued, exceeding expectations

"the Chinese company will prove to be a pioneer in promoting technological self-reliance," the Wall Street Journal wrote in a Sept. 26 article.

Huawei launched the Mate 60 series of phones without warning a month before this article was published. The move upended expectations when it was widely believed that its mobile phone business would stagnate for a long time.

How popular is the returned Huawei phone? Let me give you an example.

At the launch of the new product on September 25, Huawei unveiled its high-end model, the Mate60 RS "extraordinary Master". Even if the price has exceeded 10,000, the number of users who make reservations for panic buying is huge, online and offline panic buying is extremely hot, and users' enthusiasm for Huawei has been rekindled.

02. See the opportunity in the transformation of exceeding expectations

Due to the long-term focus on the advertising and marketing industry, the latest dramatic development of Huawei's mobile phone business has made me think about a new question: how can brands capture opportunities from such changes? At the recent Golden Awards, Huawei's advertising platform Whale Hongdong shared its own development ideas. I found part of the answer in their speech.

Although the advertising and marketing industry seems to be changing rapidly, it remains the same, and there are only two core things: finding the right person and talking to the right person. The former is related to the user, while the latter is related to the content and the scene. Therefore, the opportunities that brands can get from Whale Hongdong basically come from these two levels.

Huawei's users are becoming younger and higher-end, which fits the needs of brand merchants.

In terms of Golden reward, Huawei mentioned that after the launch of the Mate 20 series, the proportion of users aged 24 to 44 is about 70%, while in the recent Mate 60 series, more young people are on a buying spree to increase that number by another 10%. At the same time, users of new Mate products also show higher interest in high-end consumer goods such as high-end car brands, luxury goods and five-star hotels, which reflects considerable consumption potential.

For brand promotion to be successful, the first thing to do is to let yourself appear in the place where the target consumers gather. And when Huawei begins to have more high-end, young and quality users, then the brand also has the basis to find the right people.

However, compared with the changes at the user level, I think the changes in the whole ecology are more worthy of attention. Ecology seems to be an obscure and grand word. However, its importance to brand promotion is growing with each passing day.

For example, in the past, if a slimming product or course wanted to find users, it could only be identified by consumers' content reviews and search data. But imagine that if a user wears a smartwatch and uses a smart electronic scale, we can not only judge whether he is losing weight by changes in exercise and weight data, but also judge whether he is losing fat or increasing muscle based on detailed data such as exercise volume and body fat rate, so that he can "talk" more strategically.

Therefore, Huawei has begun to accelerate the layout of Hongmeng ecology with the idea of "1-8-8" full-scene strategy in recent years. The so-called "1x 8mm N" uses mobile phones as the core to connect big screens, speakers, watches, cars and other major hardware products, and extends to smart home, smart office, sports and health, audio-visual entertainment, smart travel and other use scenes.

When the ecology of the Internet of everything is gradually established, it will undoubtedly expand the stage of brand promotion, and this is naturally the advantage of whale momentum.

As the whole ecology is centered on mobile phones to cover more smart devices and life scenes, mobile phones are gradually becoming the center of people's online life. How to understand this center? It can be diverged from two levels:

One is literally, it is the device that people rely on most when living online, so naturally it is the center; the other is ecologically hidden, it is the information hub of the Internet of everything, where all kinds of information, data and scenes eventually converge, generate and release value.

If you look at this trend clearly and take a long-term view, you will find that its value should not be underestimated.

In fact, people's underestimation of terminal media in the past stems from the narrow impression that they are defined as "traffic sellers"; from Whale Hongdong's sharing in the golden reward, whether it is the construction of industrial solutions or the construction of marketing science systems, you will find that what they are doing is to help businesses grow longer and better.

Therefore, for brands, there is an urgent need to redefine such channels. It should be said that in this stock era of advertising marketing, it is an incremental source that brands can rely on.

03. The dominant player of the original advertisement.

Original biochemistry is an important trend in the development of the current advertising industry.

Although technology has greatly improved delivery accuracy, the improvement itself has a ceiling. When the improvement of delivery efficiency is more difficult than before, it is a natural choice to improve the quality of communication and ensure the user experience in an original way. In this year's gold prize, "native" has become one of the key words frequently mentioned by whale Hong kinetic energy.

In the speech, the Huawei team shared a vivid example:

Music is the common language of human beings, and it is liked by the vast majority of users, but people's preferences for music vary greatly. For example, people often listen to music at different times, like different types of music, and even use different hardware when listening to songs. If we can capture these differences, we can better judge the user's intention and achieve native transmission.

For Huawei, they have not only App like Huawei Music, but also hardware equipment of Sound X. complete ecological coverage has become their advantage. Therefore, Whale Hongkong dynamic Energy team mentioned that for classical music lovers, they will provide sophisticated HiFi music, while for business users in pursuit of efficiency, the service will focus on fast and natural connections.

In this context, Whale Hong Kinetic Energy platform's understanding of the original has become "not the original form of an advertising space or the origin of a scene, but based on end-cloud collaboration to really embed the scene into the user's demands."

In my opinion, this definition is very accurate. What they want to achieve is not only the original form, but also the original intention. Of course, it is not easy to achieve the original intention. So, does Whale Hongjin have the ability to achieve a higher level of original intention? Some, because it is backed by a soft and hard, end-to-end collaborative ecology, such an ecology can more accurately reflect the user's intention.

In terms of gold investment, the Whale Hong Kinetics team also systematically expounded its four major advantages in realizing the original biochemistry:

Full scene coverage: by the end of 2022, the scale of Huawei equipment equipped with Hongmeng system has reached 330 million, the smart hardware scale of Hongmeng ecological coverage has reached 250 million, and the number of monthly active users of global terminals connected to Huawei mobile services has also reached 730 million. Under the ecological layout of "1-8-8-N", brands can communicate with users at any time, anywhere and with the scene.

Scene perception: not only connect a large number of users through terminals, Whale Kinetics can also better understand users through technical capabilities such as end-to-side AI. Through the support of algorithm and computing power, it can help brands communicate with users with higher quality in the right scene.

Content recommendation: when the internalization trend of advertising marketing is becoming more and more clear, Whale Hong dynamic Energy is also promoting the construction of content field, helping brands to complete content recommendation and private domain traffic precipitation and reuse through content scenes such as Enterprise account and hundred Flowers account.

Direct service: as consumers increasingly want WYSIWYG, the short chain from touch to transformation is the general trend. In line with this trend, scenarios such as meta services can help brands provide services and achieve growth more easily and easily.

These various measures show that Whale Hongkeng has firmly chosen the goal of original biochemistry, and the original intention of "consumer-centered" is hidden behind these efforts.

In fact, brand promotion itself is a matter of fine balance, which not only helps enterprises grow, but also makes consumers feel comfortable. But the two are not necessarily mutually exclusive, because good advertising itself is a useful piece of life information for users, and the original biochemistry of whale-hung kinetic energy seems to anchor this goal.

04. In addition to resources, quickly make up the ability

In addition to the original vision, Whale Hongdong also mentioned some more specific product capabilities in the Golden reward, so that the brand can truly achieve high-quality growth.

For example, in terms of sensory experience, Whale Hong Kinetic Energy is improving the beauty of advertising through the way of "art + technology".

In June this year, I went to Huawei's Shenzhen Sakata base to have an in-depth exchange, which gave me a more intuitive and comprehensive understanding of Whale Hongdong Energy. Among them, what impresses me most is their dedication to advertising aesthetics, such as paying close attention to the innovative ideas of advertising styles and how to make advertising more aesthetic.

Perhaps this is a required course for terminal media platforms such as Whale Hong Kinetic Energy, which need to create value for advertisers, but also be more careful to protect the user experience. Therefore, in the Golden reward, they mentioned the need to integrate science and technology aesthetics into brand creativity, so that advertising is not only a message to sell goods, it can also provide consumers with a beautiful experience. It's not easy, but Huawei is working hard.

In terms of media capabilities and access resources, Whale Hongdong provides a large number of innovative access resources and industry solutions. Terminal media is the first door for users to open online life, so they have a lot of advantages to tap directly.

For example, the magazine lock screen resource is a very good means to show the brand, it is not only exclusive but also can fully show the brand image, this advertising space is the differentiated resources monopolized by terminal manufacturers. In fact, differentiated resources include not only magazine lock screen, but also other resources such as global search, art advice, meta-service and so on. Differentiated resources can bring a lot of differentiated value.

Due to the differences in the conversion operation links of customers in different industries, Whale Hong dynamic Energy has also launched industry-oriented and customized solutions according to the characteristics of different customers. at present, it has covered different industries such as brand marketing, clue retention, commodity diversion and application download.

In terms of accurate operation, Whale Hongkong dynamic Energy has also built a relatively perfect data asset system, which enables brands to operate scientifically based on a longer perspective of the user life cycle.

In recent years, marketing science has become a prominent science in the industry, and Whale Hongdong is also actively working on this point. Through the continuous precipitation of data assets in the account, the brand can make a lot of scientific decisions.

For example, through the cross-analysis of the crowd turnover rate and the transfer scale, the brand can screen out the appropriate delivery pattern and increase the budget. In addition, scientific data can also be obtained in the aspects of cross-track crowd insight, global attribution, crowd intention analysis, data asset tracking and so on.

Conclusion: the source of increment in the stock era

In the past, terminal media was considered to be the main customer of application and game developers, but now Whale Hongdong has partnered with many domestic and foreign first-tier non-Internet brands, which is a phenomenon worth paying attention to.

With the passage of time, many advantages of terminal media such as Whale Hongkong Kinetic Energy are gradually emerging: they are the first door for users to touch the web, the hub connecting the entire Internet ecology and the center of users' online life.

More importantly, their ability layout in advertising marketing is also becoming more and more perfect, and good resources and good ability make their value released quickly. Overall, Whale Hongkong Power will become a lever for brands to leverage greater business growth.

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