The traffic on the commute, the noise on the subway, the roar of the bus... The city is so noisy that many people choose to turn up the volume of music in their headphones in an attempt to drown out the noise. But not only does this not block out the noise, it also damages your hearing.
So many people are turning to noise-cancelling headphones. But good noise-cancelling headphones can cost thousands of dollars, which may be too expensive for many young people. Kugou is exactly aware of this demand, with thousands of yuan level of technology and configuration, to create a cost-effective active noise cancellation headphones only 499 yuan - Kugou M9 headwear noise cancellation headphones.
Cooperated with popular media such as B Station, Douyin and XiaoHongshu to fully mobilize the attention of young users
Through diversified means of communication, Kugou uses new media forms and social interactive gameplay to penetrate the young circle, grab more topic voices and expand the attention of the product.
In addition to the fact that the technology and configuration of the product are very hardcore accidents, in order to spread the popularity of the product, Kugou chooses different platforms and different types of Kols, and carries out accurate dissemination in evaluation, experience and grass planting.
In Station B, the evaluation class is UP, showing the headphone performance in an all-round way
Site B has a large demographic of young users, with Gen Z (people born between 1990 and 2009) accounting for 82% of users in 2019, according to QuestMobile. B Station is currently the media platform with the largest concentration of generation Z, with more than 100 million monthly active users.
The birth of Kugou M9, this is to let young people use the price to buy noise cancelling headphones. Therefore, in B station, we invited UP master to comprehensively evaluate Kugou M9, presenting the most objective facts to young consumer groups.
The unique bullet-screen culture of Station B makes users more interactive and involved. Users can interact and discuss with bullet-screen while watching evaluation videos, which provides the most intuitive manifestation.
B station UP the master so comment cool dog M9 --
"The Kugo M9's ability to deliver such a hardcore configuration at a price point of 499 will not only be competitive in headsets, but will also put a dent in true wireless Bluetooth headsets."
Douyin short video platform, pattern video highlights the young brand attitude
In October this year, Giant Engine, together with Dentsu, a global marketing and communications services group, released the insight report "Navigating as Never Before". According to the report, in the era of digital economy, short video platforms such as Douyin are becoming "the new infrastructure of digital marketing".
Short video has become an indispensable channel for modern people to obtain information, and Douyin, as the most popular short video traffic platform at present, shows the advantages of fashion, youth and strong carrying capacity of the platform.
Kugou Music understands the importance of short video platforms for product promotion, and invites Tiktok experts in the field of science and technology labels to present in front of the public in a way that conforms to the preferences of young audiences.
Both the Internet celebrity talent and ordinary users have expressed their opinions and love for Kugou M9 in their own way and language, which makes Kugou M9 get more product exposure.
Xiaohong book grass notes, to build a bridge of communication with consumers
With the rise of the "grass economy", many young consumers will open the little red book for a look and comparison before making a consumption decision. Xiaohongshu currently has more than 100 million monthly active users, whose users have personality, love life, diversified interests and love to share. For brands, Xiaohongshu has the ability to influence consumers' decisions and help them build a bridge of communication with young consumers.
Cool dog invited dozens of small red book KOL/KOC to cool dog M9 for different degrees of graphic notes and video notes, to good content for consumers to show good products.
Users commented: not only the price is affordable, but also the appearance level is high; And users said: Cool dog music out of the product quality are barbar, immediately order.
In-depth cooperation with major portals to release new product information on the whole network
The Internet is now one of our indispensable things, cool dog united Pacific, Tencent, Sina and other major portals to release product related content, improve the exposure of cool dog M9, and included product keywords for consumers to search at any time.
Pacific Computer Network, a website for digital technology enthusiasts, also launched a lucky draw on Weibo to reward its many fans, old and new, who love cool dogs.
The lottery triggered many online discussions, with many netizens expressing their desire for the Kugou M9 noise-cancelling headphones.
Taobaographic video two-pronged approach to realize the realization of traffic
Cool dog M9 new product release, during the double 11 period, in addition to the popular media platform in a comprehensive spread of publicity, online sales of the most important channel Taobao, also invited many technology digital account Tao master micro Tao notes, evaluation, realize flow cash.
Cool Dog Music, music platform to build core products
"Hello, cool dog "this sentence believe that many people are not strange, it is the cool dog music APP and the client opened when the greeting.
Kugou Music is one of the most popular music platforms in China. More than ten years has been in the field of innovative digital music interactive services vertical deep cultivation, for Internet users and the development of the digital music industry to provide a lot of products. The hardware audio products of Kugou Music have covered wired earphones, wireless earphones, true wireless earphones, karaoke machine, AI audio, Bluetooth speakers and so on. Kugou Music launched a new product again this year -- Kugou M9 headset (hereinafter referred to as Kugou M9), which provides a new choice of noise cancelling headphones for young consumer groups. It is not only active dual malt noise cancelling, but also full sound quality experience. The price of only 499 allows every music lover to have their own noise cancelling headphones.
Black technology active noise reduction Bluetooth headset, thousand yuan level experience
ANC hybrid dual-microphone active noise reduction is the core function of Kugou M9. The feedforward microphone collects the noise outside the earphone, while the feedback microphone picks up the noise inside the earphone. The DSP processor sends out a signal that is completely opposite to the noise, thus achieving the noise reduction effect.
Most of this technology is used in high-end headphone products, but Kugou can perfectly apply this technology to Kugou M9, which sells for 499 yuan, creating a noise reduction experience of 1,000 yuan at the price of 100 yuan.
In terms of sound quality, it has 40mm large moving-coil unit, TPU+PEE+ paper bionic diaphragm composite, which has stronger noise reduction depth than traditional single wheat noise reduction. Highly user-friendly three noise reduction modes, according to the scene mode can be switched at any time. Equipped with 5.0 Bluetooth chip, 30 hours of battery life, low latency, high fidelity, low power consumption, game music can cope with any scene calmly.
Conclusion: Multi-platform strong voice, comprehensive integrated communication
In the era of traffic, the influence of network red talent can not be underestimated. Kukou Music has successfully grasped the connection point between the brand and young people. By combining the popular media platforms B Station, Douyin, Xiaohongshu and Taobao platform, it has carried out the new product communication for half a month in stages through the most suitable way for young people, which has successfully attracted young audiences and triggered a heated discussion on the Internet.
In the context of the rapid development of the network, whether the communication of a new product can become a blockbuster mainly depends on its radiation ability. Through high-quality content and relying on the traffic platform, Kugou M9's core product concept is accurately conveyed to young consumer groups, bringing a new noise cancelling headset experience for consumers.
