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

In the most exciting part of Singles' Day in 2023, consumers' shopping enthusiasm was fully mobilized, many brands and businesses broke sales records, and at the same time brought a lot of new ideas in marketing actions.

This year's Singles Day, Lenovo once again demonstrated its unstoppable momentum as the king of PC in the world. On the first day of Singles' Day, it achieved a good result of more than 2.4 billion in sales within 28 hours, including a number of categories such as light and thin books. Lenovo Singles Day hot sales behind, in addition to the traditional brand effect to attract a large number of users to place orders, "good quality and good service" is also an important catalyst to boost sales. In addition, Lenovo brings cross-border benefits with COSTA COFFEE, Zhou Dasheng and IKEA, using innovative marketing methods to provide users with sincere benefits, bring more advanced value experience, and successfully break through in the marketing battlefield of Singles' Day.

Resonate and win-win with users to make creativity and word-of-mouth become "amplifier"

In the face of fierce market competition, brand cross-border cooperation has been common. Effective brand cooperation creates unique products, services or experiences and attracts consumers' attention, while the complementary superposition of the influence and resources of both sides often brings a bumper harvest of word-of-mouth and performance. Taking "user as the center" and building a win-win value ecology with users is the core idea of Lenovo brand marketing. Taking this as a starting point, Lenovo has created numerous classic cases in the field of cross-border brand cooperation.

This year's Singles Day, Lenovo ThinkPad and COSTA COFFEE work together to perfectly combine coffee culture and productivity tools. In the event, there are not only warm companionship, but also great benefits, which bring double energy and double satisfaction to the struggling workers, and help them "please climb another tall building" in the workplace. Moreover, the cooperation between the two sides skillfully used the homophonic Terrier of "workplace promotion + delicious CUP" to create a hit on social media. # craze, producing word-of-mouth effect. Through cooperation with COSTA COFFEE, Lenovo activates user demand, communicates deeply with its emotional value, and uses intelligent technology to introduce public domain traffic into private domain to carry out fine operation, and finally realize the effective transformation from traffic to sales volume.

If "user-centered" is the foundation of brand marketing, then bright creativity + user word-of-mouth is the "amplifier" of marketing effect. In this regard, Lenovo uses brilliant ideas to make young consumers "unable to resist", resulting in the effect of "four or two poking a thousand pounds". For example, if you save one a day, young people are obsessed with gold beans, and Lenovo members join hands with Zhou Dasheng Gold to provide Lenovo members with their own customized gold beans. Ledou is the points system of Lenovo members. The launch of Zhou Dasheng Golden Ledou during the Singles' Day will raise the rights and interests of Lenovo members again, and it will also be full of popularity for Lenovo members' Day on November 8.

Value, strategy and effect are the most important elements of brand cross-border cooperation. With many years of practical marketing experience, Lenovo firmly grasps the main line of "user-centered", finds partners with value recognition, and forms a complete marketing closed loop through cooperation between online and offline channels through multi-resource cooperation. to achieve real quality and effect.

"user-centered" to create multiple marketing scenarios

In the new consumption era, users are no longer satisfied with the function of the product, but also look forward to its additional lifestyle and beautiful life experience. Therefore, scene marketing has become a "sharp weapon" for major brands to enrich brand value. This year's Singles Day, Lenovo relies on its super product power to further improve its scene marketing ability, combine good quality things, and create multiple intelligence scenes such as office, entertainment, home, learning and other multiple intelligence scenes. It also promotes the online welfare combination of Lenovo Tianxi ecology and IKEA, pushing the scene experience to a new level.

At the product level, Lenovo presents the best-selling goods in the way of scene selection, and users do not need to be familiar with the configuration parameters. After defining the use of the scene, they can find the desired equipment. For gamers, Lenovo Savior R9000P, Savior Y700 and Savior 2K gaming screen bring the ultimate gaming experience; for home users, Xiaoxin 100s projector, YOGA Pro14s business book and X1s diskless personal cloud meet the diverse needs of families and create a home atmosphere of intelligent technology.

In addition, Lenovo continues to refine the use of the scene, so that the real experience into reality. During the Singles Day holiday, Lenovo cooperated with IKEA to launch the joint membership welfare of "Today should be saved to the end", to create a smart home scene with Lenovo products as the core, and to bring good sets of good things. bring a good life experience for users who love life and pursue quality.

Lenovo rescuer Y9000P + Ikea computer desk = the strongest experience for gamers; Lenovo Pad Pro12.7 and IKEA children's books desks and chairs create a comfortable and healthy environment for children to study at home; Lenovo Pro 14 and IKEA Alfie office chairs provide a soft and efficient experience; Lenovo 100s projector and Ikea bed create a feeling of surroundings for the whole family. On November 8, Tmall Lenovo will join Ikea in the official live broadcast room, offering "good companions" covering home study, work and entertainment scenes, which can save up to 650 yuan. During the Singles Day joint activity, at 18:00 every day, shop members still have a chance to kill a variety of good things for 1 yuan per second.

Nowadays, having fun at a music festival has become a way of life for many young people to release their love and pursue it. For brands, the music festival has become a marketing scene that should not be missed. To this end, Lenovo resonated with young consumers on the same frequency and sponsored the 2023 Shenzhen Chaobai 72-hour Music Festival, creating a consumption scene based on the sense of scene and experience, causing young consumers to identify with the brand and laying the foundation for transactions.

The scene is the king era, Unicom has carried out a series of scene marketing activities through the Singles' Day carnival season, by creating fresh and unique scenes to attract users' attention and participation, so that users can experience the value of products and services in the scene. to contribute to the achievement of marketing goals.

AI drives full-link digital marketing innovation

Lenovo is working hard in the new era of AI. On October 24, Yang Yuanqing, chairman and CEO of Lenovo Group, unveiled the revolutionary product AI PC at Lenovo Innovation and Technology Conference (Lenovo Tech World 2023), which can run a "personal big model" to create panoramic artificial intelligence applications and upgrade customers'AI experience. On the basis of better understanding of users, the product can create a personalized local knowledge base, run a human model through model compression technology, and realize the natural interaction of AI.

At the same time, Yang Yuanqing said that Lenovo will join hands with partners to fully unleash the power of artificial intelligence, bring real positive changes to life and help various industries achieve intelligent transformation.

AI power will improve lives and promote the intelligent transformation of various industries. It is also a general trend to use AI to enable digital marketing, and Lenovo, which completes the full stack intelligent layout, will bear the brunt. This year's Singles Day, Lenovo uses AI technology to upgrade marketing, open up new marketing scenes, and help brand competitiveness in the consumer side of the transition. Lenovo uses AI algorithm to carry out crowd portrait analysis, channel screening and product selling point analysis, improve the ability of data arrangement, achieve more refined user operation and user insight, enhance consumer experience, and at the same time carry out multi-dimensional analysis of Lenovo member data and carry out accurate marketing, so as to improve user satisfaction. Lenovo's official website launches the appearance customization service of AI production pictures for 0 yuan. When consumers buy Lenovo PC products, they can generate AI pictures customized on the A side of the computer according to their preferences, highlighting personality and trend. When consumers buy Lenovo PC products, whether they enter a text description and then create a picture in one language, or upload a picture to create a picture and choose the desired painting style, they can experience the fun of quickly creating beautiful paintings. When issuing an order computer, they directly choose to generate satisfactory AI pictures for private customization, and the above paintings will be truly "tailor-made" on the A side of the computer.

In a twinkling of an eye, Singles' Day has entered its 15th year, accompanied by the rapid development of China's economy and the growth and rise of young consumers. No matter how the environment of the times changes, Lenovo can always understand users' voices, continuously innovate marketing strategies with perceptual companionship, multiple scenes and ingenious ideas, explore a unique growth path in practice, and win the minds of users. find the brand incremental space.

Welcome to subscribe "Shulou Technology Information " to get latest news, interesting things and hot topics in the IT industry, and controls the hottest and latest Internet news, technology news and IT industry trends.