/PRCWT/Beijing, January 26, 2024 - Abstract: Trend Increments Hidden in the "Shaking Renewal Machine"
01. The stock mobile phone market, continuous incremental attempts
2024 is a year of opportunity for mobile phone brands.
After experiencing a period of low tide of replacement, the smartphone market began to release a warming signal from Q3 last year, and finally achieved a year-on-year growth of 5% in October last year (Counterpoint research data). China's smartphone market shipments are also expected to achieve year-on-year growth for the first time in nearly four years in 2024 (IDC and other third-party market research institutions predict). A new round of replacement tide "small cycle" is expected to appear.
How to seize the small-cycle replacement trend in 2024 and find a new path in the context of stock competition has become a topic that mobile phone brands must face.
In this regard, in addition to competing at the level of software and hardware parameters, mobile phone brands are also paying more and more attention to the important role of marketing activities in the explosion of new products. In many "non-parametric" demand scenarios, I see growth opportunities emerging. At the beginning of 2024, Douyin Mall launched a new mental IP activity in the mobile phone industry, "Shake in Renewal Machine". Compared with the previous brand's new form of single traffic explosion, "Shake in Renewal Machine" IP not only has platform resources, but also has marketing and post-click acceptance and precipitation capabilities. Each new activity is no longer "sell and go", but not only based on the search operation short URL road to open up the "content field" and "shelf market", to obtain real-time indicators of new product exposure and transaction; also through the construction of a good shelf market, to achieve member assets precipitation, long tail touch transformation of medium and long-term accumulation.
Without specific cases, there is no concrete perception. In the launch stage of OnePlus Ace3 new products, Douyin Mall created an integrated marketing activity of "Shake in Renewal Machine - New Machine Trend Release in the Year of the Dragon", which realized the volume of new products and the explosion of sales. Related topics also topped the Douyin hot list, reaching a wider audience. Compared with the benchmark period, OnePlus brand's GMV increase exceeded 40% during the event, and the number of brand members increased beyond expectations, achieving full-effect growth in brand exposure, sales conversion, and target audience asset precipitation.
02. Gather the trend and open up a new deterministic growth path for the brand
In the current era of saturated supply, in addition to following the configuration of "friends", mobile phone brands also need to be sensitive to the current consumption trends, occupy a unique selling point, and do differentiated marketing. This also requires brands to think beyond the brand-based thinking and combine platform perspectives, resources and marketing ecological advantages to achieve certainty of business growth.
In the cooperation of OnePlus Ace3 new product detonation, Douyin e-commerce is to realize the integration of "planting and pulling weeds" (business foundation) along the way of exploring opportunity points (occupying trends) and short URLs, precipitate user assets to form brand loyalty (user assets), quickly achieve product preference and brand preference, and achieve the final transformation and business scale.
The new machine trend of the Year of the Dragon is released, and the high potential search term "gold" is used to identify the growth point
Popular potential is often hidden in consumer trends. At the moment when the Spring Festival atmosphere of the Year of the Dragon is becoming more and more intense, there is a large search volume for "red products", "dragon products" and products related to the symbol of the Year of the Dragon. Especially in the Spring Festival-related content, users' click desire to search for small blue words in the spring of the Year of the Dragon has increased significantly.
For the new products of OnePlus Ace3, how to explore the unique selling points of the product, embed it in this wave of consumer trends, and gain a sense of consumption during the Spring Festival?
Based on the platform insight, the new machine found a word - "gold". Whether it is the Spring Festival couplet, the cover of the red envelope or the latte of the word Fu, "Spring Festival gold" has cultural symbolic meaning. In addition, although major brands have new golden mobile phones, no brand has "gold" as its core selling point. It is a typical keyword with large search volume and small competition. In the Douyin e-commerce marketing ecosystem, OnePlus Ace3's new products focus on "gold", extending the new product topic of "how suitable is the Spring Festival and gold", binding the associated memory of OnePlus Ace3 and the Spring Festival atmosphere, and connecting "content" and "shelves" through search and maintenance after reading, so that the potential search value of "gold" keywords can be matched to OnePlus brand new products, realizing the integration of "planting and pulling weeds".
As "Vision Hammer" emphasizes, the goal of marketing is to "occupy a word (keyword) in the mind". This word is "language nail". For example, Volvo's "safety", Red Bull's "anti-fatigue" and OnePlus Ace3's new "gold" all have one thing in common. They represent an important and differentiated point of interest, and they target the rigid needs of users in specific scenarios. They can better evoke consumer motivation and are easier to visualize.
For more mobile phone brands to be new, the new machine can be based on consumer trend insights to explore "large search volume, small competition" keywords for brands, find potential business opportunities for new products to explode, and convert consumer trends into brand interest (bigger A3 crowd, deeper A4-A5 crowd).
Search operation to open up "content + shelves", short URL road to achieve "grass planting - pulling" integration
In the business context of Douyin e-commerce, "short video + live broadcast" is the basic main line of "content field". Search (people looking for goods) and mall (goods looking for people) are the "e-commerce" lines, the shelf yard of Douyin e-commerce, and the new business line. The two lines of "content consumption + commodity service consumption" are intertwined to form the business side of mobile phone brands in Douyin e-commerce, and the short URL road realizes the integration of "planting and pulling grass".
And whether it is mental planting grass, or transformation and pulling grass, it all happens in time, and the best form of bearing time is "content". In the co-creation of Daren content, the IP does not follow the past marketing inertia, choosing digital vertical media as evaluation content, but pays attention to the content interests of young people anchored by new products, and chooses more non-vertical media experts. Focusing on the "golden" consumption trend and visual symbols, we create content that symbolizes the beautiful life of the Spring Festival.
From this perspective, OnePlus Ace3 focuses on the core selling point of "gold", and focuses on the Spring Festival atmosphere of the Year of the Dragon to plant grass content, which hits the rigid needs of users with one hit. The Spring Festival theme atmosphere topic "How suitable is the Spring Festival and gold" resonates with consumers, topping the chart Douyin's hot search list. At the same time, Douyin e-commerce will target this part of consumers to do brand target group segmentation, assist brands to combine existing crowd orientation to make personalized recommendations, and OnePlus brand community, in-app and off-app advertising, so that new products can reach a wider range of grass-planting people and continue to make large traffic openings.
In the "post-click" undertaking, the brand must do a good job of "closing the traffic" and must catch this splashing traffic. Because no matter how the media environment changes, for "search", it always represents the search of "subjective content will" and "information purification". The traffic of each search is coming for you, and this must be grasped.
Therefore, while the content field is constantly accumulating attention and planting a grass atmosphere, Douyin E-commerce also cooperates closely with the OnePlus brand. In the new stage of product development, it connects the "content field" and "shelf field" through search and operation after viewing, and realizes "what you see is what you get". In this process, Douyin E-commerce's unique little blue words will appear, quickly and short URLs allow users to watch high-quality content while stimulating the search "OnePlus Ace3" action. On the brand side, OnePlus also does a good job of search results at the same time, such as adding keywords to the brand area, efficiently presenting key information of new products, and guiding users to complete the purchase action.
Compared with the search model of traditional shelf e-commerce, which obtains traffic based on search behavior and solves the brand's one-way "people looking for goods" scenario, search in the context of Douyin e-commerce can improve the passive reach efficiency of the brand. OnePlus Ace3's new product "shelf yard" operation action in the new stage is based on the "two-way operation" model of content recommendation: the brand creates interesting content through experts, actively reaches the core audience of the brand's new products, and then connects the sales conversion link by looking at the post-search operation link content and shelves. Similarly, in the shelf yard, the brand can also continuously reach users at the entrance of scenarios such as guess what you like and mall recommendation based on the capture of user interest content. After gaining the popularity and word-of-mouth of the front-end content field, OnePlus Ace3 new products are also more likely to explode in the shelf market.
In addition, Douyin e-commerce is also constantly for new product marketing, providing brand museum resource positions, shake in New Year's goods must buy trend gold list, live stream banner and co-brand customized channel benefits (19.9 yuan gift box), and planning pre-sale actions in the early stage, retain all potential transactions, short URL road, effective incentive to improve conversion rate.
As a new grass-planting touchpoint of Douyin Mall, the "Trend Gold List", an authoritative grass-planting list based on platform data and consumer insights, takes advantage of the strong content production of the Douyin platform to lead consumer trends, helping brands build trust and shorten links to achieve business transformation. In addition, the Douyin Mall Trend Gold List is also a centralized aggregation field, realizing the chain reaction of "goods with goods" in the list through themed scene presentation. Before and after the "Shake in New Year's Goods Must Buy Trend Gold List" was listed, the GMV growth rate of OnePlus during the ranking period ranked top 1 on the list.
Through the co-creation of experts and platform resources to leverage the scale of planting grass, and the efficient link of "content consumption" and "commodity consumption" through search and operation, OnePlus Ace3 has continued to expand the grass planting population, achieving high conversion rate and business scale business results. Looking at the mobile phone industry as a whole, with the incremental value of "shelf farms" in Douyin's e-commerce marketing ecosystem highlighted, the high-quality content that mobile phone brands have precipitated before will become the touchpoint of long-tail transformation, and there is still the opportunity to continue to sell well in the shelf yard. With the help of the shelf yard, users can cultivate the consumption inertia of active purchase and continuous repurchase.
Member operation precipitates loyal users, and continuous operation forms brand preference
In addition to the focus on conversion efficiency and scale, the IP also focuses on the pain points of category management and precipitates user assets for the OnePlus brand.
For the mobile phone industry, the "consumer-resistant" attributes of high customer unit price and low-frequency consumption mean that the cost of brand acquisition will become higher. Brand business trends also need to return from traffic dividends to retention dividends; from investment-driven to user-driven.
This also corresponds to two main lines. First, brands no longer only look at "instant conversion" indicators, but focus on driving continuous repurchases through member operations, which in turn dilutes the cost of pulling new products and forms brand preference. Second, brands need to get rid of homogeneous competition and establish perceptual and differentiated cognition.
In the new cycle of OnePlus Ace3, the conversion process also sets up the member entrance at the core resource level. The brand not only realizes instant sales conversion in the new stage, but also precipitates brand membership assets through mall operation, providing sustainable reuse of crowd assets for subsequent product launches, big promotion nodes and festivals and other operating nodes, maximizing the development of user life cycle value (LTV); and in terms of differentiation and perceptual cognition, standard mobile phones need to create more "non-standard" feelings. OnePlus Ace3 new product dissemination integrates the Spring Festival atmosphere and user interests to create differentiated selling points and scene-based perception, ultimately forming "product preference" and "brand preference".
In addition to a series of quantifiable indicators, through the new product explosion of the whole link, the shake in rejuvenation machine provides a complete process asset for the continuous operation of the OnePlus brand on the Douyin e-commerce platform. The word "process asset" originally came from project management, that is, after a project is completed, a set of SOPs will be formed within the project team, and this set of process assets can be reused when facing similar projects in the future. Similarly, for the OnePlus brand and even the entire mobile phone industry, a set of internal new product explosion methodologies can be precipitated through the shake in rejuvenation machine, and more explosive products can be copied under the guidance of consumer trend insights.
03. Identify opportunities to detonate the entire field and achieve deterministic growth
Finally, looking back at the overall industry, there are two certainties in the future mobile phone industry.
First, the industry is becoming increasingly competitive, and the era of large increments has passed, and the era of "meager profits" in which local incremental opportunities are exploited; second, compared with the independent perspective of brands, it is easier to embrace deterministic growth opportunities with the help of external perspectives, resources and capabilities.
The former corresponds to the fact that after the era of replacement and large increments has passed, mobile phone brands increasingly need to find more detailed consumption trends and opportunities; the latter corresponds to the fact that mobile phone brands need to use platforms to amplify the advantages of new products and brand intelligence.
Looking at the annual planning of the IP of the new machine, with the three series of "trend", "scene" and "function" as the main line, it provides the rigid needs of the mobile phone brand's new products, hot spots and circle scenes, and explosive product operation, and provides the unique marketing ecology and resources of Douyin e-commerce to help the brand build a long-term operation of "product and effect integration".
Just as the so-called dividend often occurs between platform iterations. The mobile phone brands that take the lead and operate bravely will also seize the 2024 small-cycle replacement tide based on the IP insights, methodology and capabilities of the new machine, so that the marketing goals can be realized in the form of high-quality content, and the business scale can explode in the trend direction.
