Shulou(Shulou.com)12/24 Report--

In the past, we talked about AIGC, the breakthrough and innovation of generating algorithm models, and the integration of multimodal technologies. And there has never been a moment that brings us so close to AI as 2023. With the increasing heat of the large model "arms race"-how can the large model technology be really applied and landed? How can AIGC help enterprises solve challenging business problems? The imagination of business innovation is being opened up.

Imagine that a restaurant brand that already has SKU, the trump card of "online celebrity fashion", wants to find a new growth curve in a complex market environment and satisfy more users' taste preferences, whether it depends on past successful experience, intuition and luck? Or can we use AIGC to help us gain accurate insight and make selection decisions?

Recently, Li Jie, General Manager of Commercial Marketing Department of 360Group, brought the latest case of brand marketing enabled by the cloud product system of intelligent marketing, unlocking the N possibilities of AIGC + brand marketing with "a bowl of tomato and fat beef rice full of AI".

"industry experts" give money to each other.

AIGC helps to improve the efficiency of the whole process of pirate shrimp rice development

In the past, the consumption scene of crayfish was often full of fireworks in the market. in 2015, a brand called Pirate Shrimp Rice was born to innovate the consumption scene with the popular style of "signature crayfish rice". So that white-collar work meals in the workplace can also achieve "crayfish freedom".

Although there are SKU such as Steamed Rice with Red-Cooked Pork and curry rice, crayfish rice always dominates sales. "No one will eat crayfish every day." in response to the diverse market demand, brand founder Liu Qinggang realized that a new product is urgently needed to become a new pillar of brand growth.

According to the general food and beverage product development process, it usually goes through seven steps: demand collection, internal research and development, product internal testing, factory version of products, factory version of internal testing, single-store testing and whole-store promotion-in short, the cost is high and the cycle is long.

However, with the blessing of AIGC, the whole process has been greatly reduced and the efficiency has been greatly improved. let's focus on the four steps of AIGC that shine brilliantly in the new product development process.

The first step is to solve the category demand.

What category will be developed? The lack of accurate insight and scientific evaluation of professional analysts often leads to a "slap on the head" in decision-making. After experiencing the failure of research and development of new products such as "Dongyin Gong Shrimp Pot", the Pirate Shrimp Rice brand turned to the 360AI digital employee "AI Product Manager of Catering Industry" for help.

By building the enterprise knowledge base and creating the work flow of catering industry experts, 360AI digital employees quickly grow into industry experts after quickly reading a large number of industry reports and brand management data, and output new product category suggestions-beef rice with good reason.

The second step is to solve the taste needs.

In the past, for problems such as "tomato or black pepper", restaurants mostly used internal voting and blind test experience, and the sample size was obviously insufficient, not to mention pirate shrimp rice currently has more than 100 stores across the country, and users' preferences vary significantly in different regions.

How to expand the sample size and reduce the testing cost at the same time?

Through the AI Life Chart tool-360Wisdom drawing, you can generate dishes with different tastes without taking physical pictures of the finished products. With the help of the strong traffic advantage of PC, taking 360PC lock screen pictorial as the main position, the taste preference test is carried out among office workers in Beijing, Shanghai, Shenzhen and Hangzhou during lunch, which not only expands the test sample size, but also reduces the test cost.

With the help of AIGC, the decision-making cycle of the new product concept stage of category + taste has been greatly shortened, and the manpower, material and financial resources have been further improved.

The third step is to solve the testing needs of a single store.

Single-store test product sales data is one aspect of user feedback on new products, if you want to collect more real feedback, you need to conduct on-site communication or phone visits, the quality of the results obtained is not high, but also may affect the customer dining experience.

With the help of Big Model + 360AI Digital Man, based on the role of Captain Uncle IP of Pirate Shrimp Rice, AI Digital Man was unveiled in offline stores for "painless" communication and low-cost communication. Through online user research, we can get user feedback that is really valuable to the brand. Based on the learning and training of different knowledge bases, Captain Uncle can also take on the roles of training lecturer, welcome store manager, exclusive customer service and private dietitian in place of the brand founder, and interact directly with customers offline.

The deep nesting reuse of multi-scene not only enhances the stickiness between consumers and brands, but also makes the brand information directly reach consumers' cognition in the form of clearer images and gain the favor of consumers.

The fourth step is to solve the promotion needs of the whole store.

The promotion cost is high, the means is single, and the manpower is insufficient-the marketing department has become the main battlefield of reducing cost and increasing efficiency. With the increasing diversity of marketing contents and forms, superimposed with the attributes of different media channels and fine crowd distribution, the platitudes of "a thousand people and a thousand faces" in the marketing industry need to get rid of the theoretical level and become a reality.

How to make up for the shortage of manpower and enrich the marketing means? The case of pirate shrimp rice gives a new interpretation of AIGC enabling marketing. The dream of producing high-quality content at low cost has been realized through the use of a portfolio of products such as 360AI digital staff and AI biographic tools to assist brand social media operations.

Through a comprehensive analysis of industry trends, testing consumer tastes, and making the "indecisive" decision scene scientific, 360AI digital employees help Pirate Shrimp Rice extremely simplify the product development process and make product research and development more targeted. This is not only applicable to the catering industry, I believe it can also be applied to other industries.

Plug-in "strongest brain"

With AIGC blessing, the skill boundary of marketers will be broken.

Under the proposition of "reducing cost and increasing efficiency", marketers are also faced with the challenge of upgrading from single skills to compound talents. Just take copywriting as an example, traditional PR, social media marketing, creative copywriting and video scripts and other different content due to different forms, distribution channels, focus on the crowd have great differences.

Not to mention cross-disciplinary copywriting and design.

Under the blessing of AIGC, on the one hand, from the personal point of view, riding AIGC, as a compound resource integration ability, can break the boundary of one's own skills and bring the iteration of personal ability; from the point of view of enterprises, it is an ideal way to maximize human efficiency.

First, AIGC makes it possible for every employee to be a compound talent.

In the past, we emphasized that "there is a specialty in the technical industry" in our professional field, and it is difficult for copywriting and design to be the same person, but with the blessing of AIGC, employees can break through the boundary of skills and create IP through the simple operation mode of textual and graphic diagrams. the cost and time are greatly reduced, and everyone can design according to their own needs to reduce the loss of creativity caused by communication.

However, we also have a certain consensus on the application of AI biographic tools-it is difficult for non-professional designers or AI enthusiasts to generate the expected visual material through "questions". By providing a large number of models, smart drawing allows users to modify prompts, style selection and other simple parameters to adjust the map, providing a more accurate and controllable AI map solution.

Second, AIGC enables every employee to have stronger professional strength.

In the past, from a design rookie to a design god, it required not only years of basic skills training, but also high talent and understanding, but with the blessing of AIGC, the design threshold was greatly reduced, high-precision materials can be generated quickly, unlimited creative expansion can also get rid of copyright restrictions, and material richness has been greatly improved. Take 360 Smart Business Services customer advertising material generation in various industries as an example, the production efficiency is improved by 30%, the CTR click rate is increased by 64% compared with the average, the material output is improved in quality and efficiency, and everyone can become a design god.

Third, AIGC enables every employee to become an efficient team.

Social media operation and marketing work seems simple, but experienced experts are often able to build their own set of workflow and methodology in long-term practice. Take Xiaohongshu copywriting as an example, in fact, as a recommendation platform, Xiaohongshu copywriters not only need to be familiar with their product advantages and target groups, but also need to be familiar with the characteristics of competitive products and industry hotspots.

Thanks to the copywriting ability of 360AI digital staff, Baolong Plaza in Hangzhou Science and Technology City quickly generated copywriting in 2 minutes, saving 80% of creation time and twice the work efficiency. Lerong Children's Home Chongqing school district, with medium-long content accounting for 50%, produced 11 pieces of highly interactive content, but reduced labor costs by 65%. The effect is extremely outstanding.

They all write copywriters in Little Red Books, so why do 360 AI digital workers write better?

First of all, Agent takes the lead in using AI Agent mode to develop large model applications in the industry-when accepting tasks, Agent is not only a "tool" for executing tasks, but also uses tool "agents" to analyze and disassemble task targets after intention identification and external API search enhancement to form a workflow-workflow.

Then, workflow disassembles the task execution process, forming a five-step writing method: analyzing problems, refining the selling points of products, analyzing competitive products, analyzing target groups, and generating popular style copywriting-- such a mature workflow, a novice copywriter needs long-term practice to form, while workflow is equivalent to structuring the rich experience accumulated by human beings in the professional field, giving expert experience to users. Copywriter rookies can also come in handy.

Subsequently, 360 digital employees can also call search to synchronize the latest hot search content in real time, so that the results are based not only on the content generated by the large model, but also on the real-time content, effectively solving the "hallucination" problem of the large model, and the result is more reliable.

In the follow-up, the ability of intention identification, intention supplement, repair and rewriting is used to let digital employees ask questions about supplementary information, help users improve the prompts and guide the generation of demand.

Both diversified media channels and increasingly rich marketing content and forms are actually sending a signal to marketing practitioners that a single skill is no longer suitable for today's workplace requirements. AIGC will not replace people, but become people's "outer brain". In the future, the professional attributes of marketing practitioners will evolve from basic skills to more comprehensive resource integration and judgment with the assistance of AIGC, which puts forward higher requirements for the comprehensive attributes of employees. With the help of AIGC, the skill boundary of marketers will be broken through.

Enable commercial full link

AIGC creates the possibility of "corner overtaking" for small and medium-sized enterprises.

Li Jiong, general manager of commercial marketing department of the Group, said in the case sharing that from strategic insight, to marketing promotion, to sales transformation and user operation, the whole marketing chain has the opportunity to upgrade under the blessing of AIGC. "under the application of AIGC, every business is likely to be magnified."

Li Jie pointed out that in addition to the "cost reduction and efficiency enhancement" on the marketing link and the upgrading of the marketer's personal ability, the user side can also feel the experience upgrade enabled by AIGC.

360AI Digital Man has demonstrated various ways of playing generative AI Digital Man in multiple scenes. By learning the script and original works, it can reproduce the "Lotus Tower" digital idol, enhance the entertainment marketing method, and enrich the drama hunting experience; it can be a short video / live broadcast digital anchor, reducing production costs while making more full use of leisure traffic. It can also be the cultural ambassador needed by tourists, bringing tourists an intelligent travel experience.

When the brand building contact changes from single "cognition" to three-dimensional interaction and deep links, innovative consumption scenarios will also drive new consumption moments. While bringing surprises to users, AIGC will also bring more new opportunities for enterprises to generate income.

From the real cases of 360AI digital employees, 360AI digital people, 360AI smart drawing empowering many small and medium-sized enterprises to improve efficiency and ability, our idea about AIGC enabling marketing has entered the landing stage.

By transforming the experience and skills of industry experts, copywriters and design bosses into structured workflows, expert-level capabilities can be given to every user, which is difficult for enterprises, especially for large models. Small and medium-sized enterprises, which are lack of resources and lack of capacity, are undoubtedly "small and broad" and may realize the opportunity of overtaking in corners.

We know very well that in this context of the times, what is terrible is not how many jobs AIGC can replace, but the hesitant steps and resistance of enterprises and individuals in the face of new opportunities given by the times.

As a pioneer and first-tier player in the field of AIGC enabling marketing, it provides partners with large model services with intelligent marketing cloud innovation business and product system, accelerates the digital and intelligent process of small and medium-sized enterprises with easy-to-use AIGC tools, and leads more industries and enterprises onto the fast track of the development of the times.

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