From making friends to looking for incremental, how to mine the interest consumption of MTRP

Wechat video account has grown rapidly since the open beta, showing unparalleled potential.Video number back wechat rich and diversified ecology, and has a public number, enterprise wechat, small program and other tools, more convenient to operate private domain flow, in the brand power, service power competition naturally occupy the advantage.For enterprises, video number has become an important brand marketing platform.On January 7th, the “2022 WEGET Conference and the first 100 accurate Video Number Creation Week” was held in Guangzhou. Ye Xinmei, head of private marketing of Miniso came to the scene to share.Ye Xinmei said that it is easier for brands to find social traffic in the video account, and the content of the scene of the video account can effectively leverage the private marketing lever, connect fans and dig fans’ interest, win the mental share of consumers for the brand, and leverage the benign growth of performance.The following for sharing activity (cut) : | what’s our users a group of people?Good afternoon, everyone, this is the first time for mintronics to share based on the video number field. Everyone says that 2021 is the first year of private domain. Mintronics has indeed made some achievements, but in the video number field, we are just a beginner and nothing to mention compared with everyone here (head KOL).Today we mainly share with you in the video number operation practice process based on brand content marketing thinking and reflection.Don’t know what is you first impression of name merit goods, goods may be through stores and many students come to know of gen, merit goods there are more than 3500 stores across the country, about 8000, core SKU every 7 days there will be new wave, some IP joint snatched out soon, this is a very big challenge for our content marketing,Because our content needs to be rich, fast response to the new pace, and accurately meet the needs of different categories of people with preferences.On the user side, in less than a year, we have accumulated 15 million private domain users.How can we hold these 15 million private domain users when goods are rapidly iterating and most users are accustomed to offline consumption?That’s a big proposition for us, especially on the content marketing side.In the second half of the year, our team reached a consensus that our operation capability in the private sector has been consolidated and the foundation related to products has been relatively perfected. The next wave of core competitiveness that can leverage the growth lever of private marketing lies in the content sector.The operating logic of the brand’s official video account is quite different from that of the “we media” account.KOL determines, or filters, what fans look like and what circles they belong to through their own content.However, the brand official account and fans, in fact, consumers/potential consumers, form a relationship with each other. It is necessary to constantly think about what kind of content fans need to do so that they will like the brand and pay for the brand.First, let’s introduce the group portrait of Minchuang members. To be simple, they are young women, including university students and white-collar workers who have just entered the workplace. They buy more, wider and more expensive, and they have their own circles and know more IP.Standing in the user operation point of view, we have been studying the video number of fans and broadcast consumers who are consumers, what is the difference between them, the pyramid tip of the video number user portrait gave us a firm video number confidence.When we live broadcast on our video account, gold and Silver card members account for 60% of consumers, and they have strong spending power.On the other side is the data of the first single user of the small program. The way of video number live broadcast breaks through the scene barrier and helps many potential users who have consumed offline but are still waiting online to facilitate the first single consumption of the small program.At the same time, in the big promotion node of daily new product launch, users of video number not only buy more, wider and more expensive, but also better in the new responsiveness of IP co-branded money.| cherish user novelty relative restraint measures to tell me the next cherish fresh and relative restraint measures of users, we are not at Versailles, but the user base of 15 million was destined to a we have to be careful and fear to users, and to communicate effectively with them.But here is a background to tell, our team has a positioning for each private touch point, accurate 1V1 touch is our core marketing tool, sales transformation is more in the promotion and activity nodes to do.We define “circle of friends” as a kind of communication like “classmates with small names” and making friends. At the same time, it helps us to do more publicity content and PLOG.Community is a main battlefield of marketing exposure, which will also help us to do a greater number of reach for the live broadcast of video number.Yesterday, I learned a word called atomized component on wechat (wechat Open Course PRO). Personally, I understand that the video number is a basic component, which can be shared and used at various touch points in the content section.Livestream is, as we just said, an incubator for high-value users.Each of our touchpoints has a KPI that is responsible for conversion, diversion or user mental education.Although Weihao has had seventeen iterations of capabilities in wechat Ecology, and we are quickly following up on these capabilities development, it means giving all resources to Weihao.On the one hand, they are worried that they can not be connected, but waste a touch and communication;On the other hand, we also want to gradually test the feedback of users in the private domain to understand their interest preferences, whether they like graphics, video or live broadcast, what type of video and live broadcast they like, and what degree of media marketing frequency they can accept.| cheered and sell the video game then tell me the way of the content of the grass grass planting, the game is actually more is not in production level, in front of each expert, don’t have to teach fish to swim.We have several thoughts about the operation side. One is that we have never operated the video account as an official micro account.Although I have heard that the Video account is a new business card and the next public account, based on observation, in fact, few people with the video account will take the initiative to open an account, unless the other party is a heavy fan.We also see that a lot of content takes a long time to spread.It takes 2.5 months on average. Considering the frequency of our new products, some stores are out of stock, so every time we promote new products, we will also bring some hot products and evergreen products.Another piece is the content of the scene to leverage private growth leverage, this sounds unclear, but frankly speaking is actually a better two-way linkage with small programs.Although the video can be presented in a richer way than the text and text, the small program is equivalent to the bottom receiver, which must better carry the content and catch the user before and after we plant the grass, so as to trigger the transformation.As for the field of live broadcasting, we are now in the beginning stage. Some cases of live broadcasting of Gaoke’s video number in various industries and the efficient output of Douyin Kuaishou also give us some enlightenment.But we blindly confuse ourselves for GMV!Because we believe that video number live broadcast must be a brand new field, can not completely reuse the play of other live platform.I think there are two aspects: first, under the rules of the game of private domain ecology, our video team has to spend a lot of time on fan management.For example, set up a fan support group and encourage our KOC and assistant to share by sharing incentive mechanism.Second, compared with Kuaidou, the mechanism of video number is relatively heavy on private domain traffic and light on platform recommendation. Therefore, in the process of private domain water storage, we tried many new ways combined with brand characteristics.For example, create a birthday party for video number with fans, launch a new IP every month, visit IP theme stores for fans, and interact with other brands.Therefore, in the combination of live broadcast products, we concluded that the strategy is to spend 40% of the time to create 10% of the popular products, the rest of the time to second kill products, then alternate products, and evergreen products.In conclusion, through the operation of video number for more than half a year, the so-called tuyere story has been reconciled with our anxiety, and also with the pursuit of single GMV.We are becoming more and more clear that the video operation is in essence a private domain of the cultivation of the user’s mind, the need to do a good job of fan communication and service with a long-term mentality.Video number is a good platform and a good stage to help brands find users’ interests and realize two-way marketing with users. Thank you.