The aggregated traffic of star IP is the desired traffic of all enterprises, and also the starting point of commercialization of all star IP. However, in today's information explosion (stars are hot for only 3 days, and common topics are hot for only 7 minutes), the reality is often that the popularity is not popular. The traffic is constantly intercepted by various information, and it is beaten dead on the beach by a wave of higher information. The huge traffic cannot be converted into sustainable purchasing power.
How do you break it?
Founded in September 2015, "Huang Xiao Chef" is a lifestyle brand founded by Huang Lei. It is in full swing using marketing integration to demonstrate the commercialization of star IP. Depending on the star effect of Huang Lei, and the completion of the initial traffic harvest "Huang Xiao Chef" with his business experience of the elderly entrepreneurial group to break this barrier?
Huang Xiaochu: The road of marketing integration with hundreds of millions of traffic
According to the latest data in February 2017, "Huang Xiaochu" has more than 800,000 subscribers on wechat and more than 300,000 subscribers on Weibo.
Huang Xiaochui's six we-media platforms, including Toutiao, UC subscription, NetEase, Penguin, Phoenix and Sohu we-media platforms, have accumulated over 100 million views.
Co-produced with Tencent Video, "Huang Xiaochu's Spring, Summer, Autumn and Winter" has been streamed 420 million times in two seasons.
Its two big community products "yellow kitchen noob market" and "kitchen master", offline for users to build a face to face communication, and brand display and experience platform, which has undoubtedly become an independent IP.
"Huang Xiao Chef" relies on this complete industrial chain to create the "catering + retail" model. This model is not new, especially since Jack Ma put forward the concept of "new retail" last year, which makes this model gain momentum. However, it is not easy to ensure the efficient operation of this chain.
"Huang Xiaochuk" uses star IP to create multi-channel independent content (including wechat, Weibo, audio, video, talk show, etc.), and then introduces these traffic into the e-commerce platform "Huang Xiaochuk" and offline noob market and "Xiao Chuk Master", forming an interrelated business chain and realizing the realization of catering traffic, which is undoubtedly digital marketing. High level gameplay of marketing integration. In the face of complex and flood traffic, how to carry out effective management and scientific operation is the key to open the door of future commercial brilliance of "Yellow kitchen" enterprises.
For large IP commercialization, continuous and effective conversion rate is the key
In the past two years, many celebrities have built business platforms with the help of their own IP. For example, Nicholas Tse's "Fengwei cookies" and "Fengwei knives" and other products have settled in JD Global Purchase. Ye Yiqian combines content with e-commerce in a food show so that viewers can buy it directly at the bottom of the screen while watching the live broadcast.
The key to the commercialization of big IP is how to effectively transform the traffic brought by star effect into purchasing power, and realize the sustainability of this transformation.
In fact, traffic conversion is not only the pain point of star IP enterprises, but also a common problem of most enterprises. The advertisement reading volume of "Trinity" of Baique Antelope is more than 30 million, but according to statistics, the sales conversion is less than 0.00008. "Marketing" is not accurate enough, and the conversion rate from "marketing" to "sales" is low, which leads to great waste of cost. Want to improve the marketing conversion rate, is bound to open up the barriers between "sales" and "sales", that is, marketing integration.
It sounds difficult, but in the eyes of the partners in place, it is simple, "Our current digital operation is a data-based marketing integration service, with 10 times the conversion rate of traditional and single data tools." i Place is a system service provider to improve enterprise efficiency and digital marketing. Through a series of actions such as the analysis of the portrait in the early stage, accurate placement, information aggregation and filtering, the "marketing" of the enterprise can be more accurate, get through the "marketing" and "marketing", and realize the integration of marketing.
i in place digital marketing: use technology to improve marketing conversion rate
In the past, enterprises need to carry out data statistics in different ways through various channels for promotion, but the integrated marketing system in i can carry out real-time monitoring of information. At present, IPlace has successfully built CiOSS, the core system of next-generation enterprise operation, including iPlace cloud communication, iPlace cloud operation, and iPlace Cloud marketing. Based on cloud Communication, CiOSS service system connects enterprise personnel, finance and materials, and establishes conference and internal communication and dialogue mechanism. It is a new generation of Core business operation and management Cloud platform that is always customer-oriented.
The integrated marketing platform built in i place, the CiOSS- marketing sub-platform in i place, based on external enterprise data (e.g., consumer behavior trends; Industry change; Competitor dynamics) and internal business data (e.g., CRM; CIF; The information is integrated and reflected to the real-time charge center system of the enterprise, and the task is formed by the charge center and implemented to the person directly responsible. i fully rely on digitalization combined with AI deep learning technology to help enterprises maximize marketing value, achieve real-time delivery in the face of massive media channels, and reach the target audience. After identifying people through the data, the message contains a link that, when clicked, is divided into a network of people in place so that a corporate salesperson can make a call directly.
"Marketing" and "marketing" are the same, but in today's commercial links, due to the diversity of communication channels, the complexity of sales channels, greatly increased the difficulty of management between "marketing" and "marketing". i in place to solve the problem of digital marketing is nothing more than to break the current marketing barriers, improve the marketing conversion rate of enterprises, through efficient business operations, improve the way of interaction with customers, deepen the understanding of customer needs, to achieve an effective match between internal marketing resources and external customer needs. This is the meaning of marketing integration, and also the direction that enterprises must strive to face the new competitive environment.
