Omni-channel growth is an inevitable path for brands. This article focuses on the stages most brands are currently in and about to enter, namely the content seeding module in brand infrastructure building through to the social diffusion module in brand culture communication, and provides a relatively complete battle manual for major online platforms. The business world is like a battlefield. This article is mainly divided into three parts—Content Diversification, Marketing Flexibility, and Digital Operations—which I summarize as 3D-Power. Each part will be interpreted and suggested to varying degrees to satisfy everyone's need for maximum information through text and images, focusing only on key points. Let me elaborate. PART 1: Content Diversification Overview: Brands achieve cross-circle communication and social diffusion through diversified content seeding on content platforms. First, let's look at the changing role of content in the development of e-commerce: Embryonic Stage: 2011-2014. WeChat and Weibo gradually became national-level social apps. Zhihu, Xiaohongshu, and Toutiao launched successively. KOLs accumulated followers by publishing content on social media and began exploring monetization models. Content's role in e-commerce began to emerge. Growth Stage: 2015-2018. Short-video platforms like Kuaishou and Douyin rose. Bilibili listed on NASDAQ. Super influencers emerged in various content fields. WeChat Official Accounts entered a content dividend period. Live-streaming e-commerce entered the public eye. Content's role in e-commerce flourished. Explosion Stage: 2019-2022. Live-streaming e-commerce experienced explosive growth, with celebrities entering and capital increasing. Interest-based e-commerce and trust-based e-commerce rose. Taobao's "逛逛" (Guangguang) launched. WeChat Channels became a basic content component of the WeChat ecosystem. The entire content ecosystem became more prosperous. No content, no brand. Content's role in e-commerce became pivotal and unshakable. Next, let's share the current status of major content platforms and brand operation suggestions. The order will transition from text-and-image-focused platforms to video-focused platforms, with content emphasis as follows: Xiaohongshu seeding - Zhihu Q&A - WeChat private domain - Weibo celebrity marketing - Douyin interest e-commerce - Bilibili circle marketing. Xiaohongshu Xiaohongshu, as a lifestyle platform advocating sharing authentic, uplifting, and diverse content, had over 138 million monthly active users (MAU) as of February 2021, up 70% year-on-year, and over 55 million daily active users (DAU), up 100% year-on-year. Active users are trending younger, mainly aged 18-34, accounting for over 80%, with female users as the majority, nearly 90%. Urban white-collar workers and professionals are the main user groups. They have strong purchasing power, corresponding consumption needs, and pursue quality living. Since the launch of the "fake seeding" special rectification in December 2021, 81 brands and offline merchants have been banned, and 172,600 related fake seeding notes and 52,600 violating accounts have been processed. This shows that the era of Xiaohongshu seeding by throwing money at volume has ended. Xiaohongshu Ecosystem—Five Steps for Brand Content Seeding:

  1. Build a brand material library framework. Based on the target audience's lifestyle, determine the "main keyword" for seeding. The more refined the "main keyword," the better. By searching the "main keyword," you can obtain Xiaohongshu's official "related search terms," thereby forming the brand material library framework of "main keyword" x "related search terms."
  2. Fill the brand material library content. Based on the "subcategory terms" officially recommended after searching "main keyword" x "related search terms," you can confirm the smallest granularity of brand content direction and optimize details like titles and images based on recommendation rankings.
  3. Create brand persona tags. Through multi-dimensional output of material library content, build a personalized brand persona tag to attract attention and interaction from users with the same tag, addressing the target audience's pain points and needs through content. Keywords: authentic, altruistic, sharing.
  4. Ride the wave of trends. Brands can tell stories based on lifestyle trends, integrate products into consumption scenarios to reach target audiences and convey brand value propositions.
  5. Guide users to search for the brand. Let users be moved by content; having a seed in their hearts is just the beginning. Only when users are willing to search for brand-related keywords on Xiaohongshu or e-commerce platforms is it truly successful. In 2022, Xiaohongshu's official content direction suggestions are as follows, divided into ten lifestyle trends and three consumption scenarios. 2022 Xiaohongshu Ten Lifestyle Trends: Nest-style entrepreneurship, winter sports trend, air fryer cooking everything, interest-based side hustles, city roaming, casual environmentalism, immersive experiences, new Chinese-style dressing, sober buying, mountain lifestyle. 2022 Xiaohongshu Consumption Scenarios: A: Outdoor sports riding the wave. Keywords: urban outdoor dressing, ski training popularization, "lure" fishing. B: Holistic health. Keywords: "sleep aid" rising, coffee market exploration in lower-tier cities. C: Post-materialist spiritual consumer goods in trend. Keywords: embracing the virtual world, accessory demand quietly growing. Zhihu Zhihu, advocating that where there is a question, there is an answer, aims to create an interesting, informative, and opinionated content community. Its open, authentic, and professional community atmosphere brings together witnesses, insiders, and field experts from all walks of life. In Q3 2021, Zhihu's average MAU exceeded 100 million for the first time, reaching 101.2 million, up 40.1% year-on-year. Three interesting data points about Zhihu's user profile: users aged 18-25 consistently account for over 40%, female users have risen to 47%, and users from second-tier and below cities account for over 50%. It's clear that Zhihu is no longer the Q&A community only for "tech geeks" as commonly perceived. Zhihu Ecosystem—Five Steps for Brand Q&A Monetization:
  6. Choose good products. Products with high user involvement are suitable for Zhihu seeding. User involvement refers to the time users spend searching and processing product-related information and the effort they consciously devote to product-related information and ads. For example, in food, nutritional supplements like meal replacements and vitamins are very suitable for seeding from principles and ingredients. Products with a certain professionalism like coffee, tea, and wine are suitable for seeding from origin and flavor. Beverages that emphasize taste are suitable for seeding from production processes.
  7. Choose good questions. Topic selection is the first step in content creation because it means choosing the target audience and demand scenarios. Based on different marketing purposes and audiences at different consumption stages, Zhihu seeding questions can be mainly divided into three types: precision questions, category questions, and broad-field questions. Precision questions are usually directly related to the brand and product. The audience for such questions comes to Zhihu for consumption decisions, and users are in the stage of resolving doubts, so these are usually the topics with the highest conversion rates. Category questions are directly related to user needs, but users have not yet decided which brand to buy, and they are in the brand comparison stage. These are also very suitable for evaluation and recommendation seeding. Broad-field questions are the type with the most traffic. Although they do not directly point to specific brands or categories, they are very suitable for seeding through authentic personal experiences. Merchants that need user education or want to expand potential customers for the brand and category should lay out plans.
  8. Write good content. Good content is the carrier of good products and directly affects communication and seeding effects. Zhihu emphasizes that good content gives people a sense of gain. Both help and resonance can give people a sense of gain, so not every seeding content needs to be professional science popularization. In addition, brands can cooperate with a large number of UGC creators on Zhihu through the Cheese platform. For example, through special invitation tasks, invite KOLs to create content endorsements; through tasks with different settlement methods such as recruitment, public testing, and self-selection, attract KOCs to create seeding content; and through reuse tasks and cooperation with existing high-quality content on the platform, carry out brand and product placement recommendations.
  9. Long-term placement. Use the native content acceleration tool Zhihu+ to accelerate the circulation of good content across all scenarios. In recommendation scenarios, it is more suitable to use broad topics or combine with demand scenarios, use witness experience content, and algorithmically reach potential users based on user interests for seeding. In search scenarios, it is more suitable to use brand or category precision topics, use professional content endorsements, and accurately harvest or enhance trust based on user intent. Most importantly, focus on the long-term effects of using Zhihu+ to accelerate native content. Moreover, the value of this long-tail traffic is not only within Zhihu but also affects searches on external e-commerce platforms.
  10. Operate interactions. Finally, do not overlook that user interactions such as likes and comments also affect seeding and sales effects. In a content community, every positive user interaction is an endorsement. If content is the first seeding field, the comment section is the second. Actively maintain comment interactions for published content. WeChat Official Accounts & Channels WeChat, as a cross-platform communication tool, has become a way of life. As of the end of 2021, WeChat Mini Programs had 450 million DAU, with daily usage steadily increasing, up 32% compared to 2020. WeChat Search (搜一搜) has reached 700 million DAU, and search terms are more long-tail. The WeChat ecosystem is important private domain soil for brands, and content is the best interactive medium between brands and users in the private domain. WeChat Official Accounts, as the first-generation basic content component, launched in 2012, peaked in 2015, and were criticized after 2017, have passed their first decade. Although text-and-image content has been affected by the rapid rise of short videos, it still benefits from WeChat's 1.2 billion users and highly sticky, high-trust followers. WeChat Channels has maintained a small-step-fast-run pace in the past two years. In the first year, it built the overall product framework; in the second year, it tried to establish content operation direction and methods. Channels has become a new basic content component in WeChat, functioning as an atomic product tool circulating within the WeChat ecosystem. WeChat Ecosystem—Five Steps for Brand Private Domain Operation:
  11. Layout the Search entry through content, using category/scene/demand keywords to attract more search users.
  12. Through the mutual integration of Channels and Official Accounts content, activate and interact with fans accumulated historically through Official Accounts via Channels content or live streaming.
  13. Through Enterprise WeChat, build private domain communities, achieving a matrix of different community types, such as flash groups for event warm-up, hardcore user communities for co-creating new product directions, and KOC influencer communities for co-communicating product content.
  14. Through Mini Programs, continuously acquire new users, such as completing direct connection and upward migration of offline users through Mini Programs, then completing the online transaction loop and distribution commission distribution within private domain communities, sharing benefits.
  15. Through WeChat Pay, connect more content scenarios, such as jumping to the Channels homepage to complete coupon collection and other interactions. But always remember that high-quality communities need high-quality content to retain high-quality users. Future content directions encouraged by Channels officials: pan-knowledge, pan-life, pan-consultation. Make users feel closely connected to the content. Users can get leisure and entertainment, knowledge content, and more convenient shopping experiences. Weibo Weibo, a social media platform aiming to let users discover new things anytime, anywhere. As of the end of Q3 2021, Weibo had 573 million MAU, with mobile accounting for 94%; DAU reached 248 million, a net increase of 23 million year-on-year. Weibo is the frontline for public opinion hotspot fermentation and the main battlefield for fans following celebrities. In terms of user profile, post-90s and post-00s account for 48% and 30% respectively, with a higher proportion of women in both age groups, showing a significant younger trend. Post-90s and post-00s focus on hotspots mainly in movies, TV dramas, variety shows, and games, reflecting "pan-entertainment" characteristics, and are also the main force of hot search users. Post-70s and post-80s pay more attention to science popularization, education, internet, finance, etc., reflecting "pan-social" characteristics. Weibo Ecosystem—Five Steps for Brand Celebrity Marketing:
  16. Market public opinion insight. Understand brand voice, reputation, and share in the social market; listen to user cognitive differences and collect authentic user feedback. Brand voice includes natural voice, voice generated by brand proactive marketing, and user discussions of brand social content.
  17. Target audience analysis. Through data analysis, understand the interest preferences of the brand's existing official Weibo followers, then use big data to find brand interaction groups and dig deeper into their interest preferences. Combine follower groups and interaction groups, and finally select high-TGI circles as target expansion groups.
  18. Develop marketing strategy. Based on market insights and target user analysis, design key communication content, including hot words and internet-savvy words. Hot words are mainly divided into five categories: brand words, product awareness, user reviews, efficacy ingredients, and celebrities. Internet-savvy words are mainly target users' online social language, which can bring the brand closer to users.
  19. Celebrity communication momentum. Based on current popularity, fan profiles, persona fit, and commercial returns, select the most matching celebrity communication marketing content. Be sure to do public opinion monitoring and risk control in advance. Also, design fan circle warm-up and interaction content in advance to ignite specific topics.
  20. KOL diffusion and fission. Based on communication effects, communication levels, and interaction volume, comprehensively layout an appropriate KOL matrix to help the brand diffuse marketing content and maximize coverage of target user groups. With the fan circle as the core, drive the same-interest circle to achieve full-link marketing. Douyin Douyin aims to let everyone see and connect with a bigger world, encouraging expression, communication, and recording, inspiring creation, enriching people's spiritual world, and making real life better. As of Q1 2021, Douyin had over 600 million DAU and over 550 million monthly active search users. In Douyin's overall user profile, gender is relatively balanced, with TGI high for ages 19-30, and TGI high for users in new first-tier and third-tier and below cities. Looking at Douyin e-commerce user profile, women are the main purchasing group, post-80s and post-90s account for the vast majority, post-95s have the highest growth rate, and first-tier/new first-tier and fourth-tier cities are both advancing. The logic of traditional shelf-based e-commerce is search logic, i.e., "intent--search--purchase." When users have a clear awareness of their needs, they search and enter the shelf. This means that before users enter e-commerce search, they must have awareness and preference for the product to form search and purchase. At this point, e-commerce is at the downstream of the user purchase decision chain, meaning that after traffic loss from upstream links, the user group is relatively precise, but the group size and upward growth space are relatively limited. This is the characteristic of search logic. When stimulating interest becomes the premise of transactions, the importance of content becomes prominent. The logic of interest e-commerce is stimulation logic, i.e., "discovery--stimulation--purchase." It pulls the e-commerce platform to the upstream of the user purchase decision chain. Users may not have clear needs, or even know about a product, but while browsing content, they happen to find an interesting product and are stimulated to buy. Compared to search logic, interest stimulation is characterized by directly cutting in from the source of traffic, doing precise user and content matching, with more traffic and more opportunities. Douyin Ecosystem—Four Steps for Brand Interest E-commerce Operation:
  21. Merchant self-broadcasting. Merchant self-broadcasting is the basic plate of daily sales operations and an important force for merchant growth. Operating the merchant's own business position well is the foundation. In self-broadcasting, merchants have strong control over key operational nodes such as brand image, product selection, discount intensity, and live-streaming scripts. In addition, through long-term accumulation, the output of self-broadcasting is stable, and operating costs are relatively controllable. At the same time, self-broadcasting helps build long-term relationships with users and achieve continuous accumulation of the user base.
  22. Influencer matrix. The influencer matrix is an amplifier for business growth. Many merchants have established close alliance cooperation with numerous influencers, and business grows rapidly as influencer capabilities and numbers increase.
  23. Marketing activities. Marketing activities are the explosion field for scale sales. A series of marketing campaigns such as e-commerce promotions, marketing IPs, and industry activities give Douyin e-commerce festival-like and thematic marketing capabilities, continuously creating reasons and mindsets for users to consume on Douyin. With the aggregation effect of scale traffic, they trigger high-conversion concentrated transactions in a short time, making it an important way for merchants to grow rapidly with platform resources.
  24. Top influencers. Cooperation between brands and stars and top KOLs can help brands achieve "double explosion" of brand awareness and sales. Stars and top influencers, with their strong fan influence and persona endorsement, create hot marketing events and help brands quickly break circles. Bilibili Bilibili, a well-known domestic video bullet-comment website, has timely anime new episodes, an active ACG atmosphere, and creative UP hosts. It is now a cultural community and video platform highly concentrated by China's younger generation, often ranking at the top of post-00s search hotspot lists. As of Q3 2021, MAU reached 267 million, with both MAU and DAU achieving 35% year-on-year growth. Average daily usage time reached 88 minutes, a historical high. Since 2018, Bilibili has continuously increased content in life, knowledge, and film/TV categories, building a multi-level and multi-dimensional interest circle internally. Bilibili Ecosystem—Three Steps for Brand Circle Marketing:
  25. PUGV content cooperation. PUGV mainly refers to professional user-generated videos, i.e., original content uploaded by UP hosts. Brands co-create content with UP hosts, achieving high-stickiness interaction with fans through native, authentic, and valuable content.
  26. OGV content cooperation. OGV mainly refers to professional institution-generated videos, including movies, TV dramas, and animations. These content IPs are more aligned with Bilibili's community culture and user preferences, suitable for brands to quickly enter specific circles.
  27. Layout brand official blue V. Bilibili brand accounts are relatively early in development and suitable for entry. Moreover, under the influence of the entire Bilibili culture, brands are naturally warm and personified, which is very conducive to narrowing the distance between brands and users. Bilibili 4i Interest Marketing Model: Insight: Find the combination point between the client's marketing tasks and Bilibili's marketing resources. Immerse resources: The most important fulcrum for building a brand is two types of content resources: content resources around fixed festivals and circle content resources. Impress communication: Four marketing paths: circle marketing around key groups, node marketing at key moments, event marketing for key events, and seeding marketing for key products. Icon compound interest: Time compound interest, community compound interest, and IP compound interest. PART 2: Marketing Flexibility Overview: Brands participate in various flexible marketing activities on e-commerce platforms and achieve multi-channel audience penetration. We are no longer in an era where one marketing campaign can create miracles with force. Brands need to flexibly participate in various marketing activities to attract, retain, and develop users. List two major e-commerce platform marketing IPs: Tmall Taking Tmall's food industry as an example, it includes promotion marketing IPs, industry marketing IPs, subcategory marketing IPs, brand marketing IPs, and new product marketing IPs. Share 3 marketing IPs related to brand incubation.
  28. 逛逛新趋市 (Guangguang New Trend Market): Taobao Guangguang discovers new trends that are or will become popular by observing hot topics and new products across the network. Every Monday, it launches a new trend word through "逛逛新趋市." Through multi-dimensional content such as science interpretation, horizontal evaluation, and blind box interaction for each new trend, users can also understand current new trends more comprehensively. As a new concept IP, Taobao Guangguang also visually creates the "New Trend Market" IP as a supermarket concept, striving to become a supermarket for new trends. As a brand, participating in this trend guidance, interacting with users through content, and later re-reaching through circle selection placement, achieves a one-stop process from seeding to harvesting.
  29. 天猫新势集 (Tmall New Trend Collection): "天猫新势集" is a marketing IP created specifically for Tmall new brands. During special large-scale marketing activities such as Double 11, Double 12, and New Year's Festival, it provides Tmall potential new brands with integrated marketing resources such as priority registration, exclusive venues, and on-site and off-site communication, helping new brands achieve transaction explosion during promotions. In addition to promotions, "天猫新势集" will organize more monthly marketing activities in the future to help brands grow in the long term.
  30. 宝藏新品牌 (Treasure New Brands): "宝藏新品牌" is an exclusive IP for Tmall new brands, dedicated to helping new brands achieve leapfrog development. It mainly operates three modules: Treasure New Brand Day, Treasure New Talent Day, and the Scoring Qi Password column. "天猫宝藏新品牌日" is the annual marketing event for new brands, with one brand per event and exclusive resource support. Treasure New Talent Day undertakes the marketing scenario needs of new brands, accelerating brand category positioning through precise strategies such as super audiences, sampling, seeding, and interaction. The "Scoring Qi Password" column is a customized column for cooperation between Treasure New Brands and Li Jiaqi. In addition to Li Jiaqi's live-streaming room cooperation, the platform configures content seeding and traffic support. Douyin Taking Douyin's apparel industry as an example, it includes platform promotion IPs, platform single-brand IPs, industry multi-brand IPs, industry single-brand IPs, and subcategory activity IPs. Share 4 marketing IPs related to brand incubation.
  31. Douyin New Product Day: Combined with user hot trends, helps brands better enhance the market publicity heat of new products.
  32. Douyin New Sharp Release: Helps new trend brands quickly grow and achieve new brand explosion through Douyin's own brand incubation mechanism and strong new product creation capabilities.
  33. Douyin Super Brand Day: The main means and marketing position for brands to create their own exclusive "BIG DAY" on Douyin e-commerce, providing a complete marketing chain for the concentrated explosion of brand and effect, helping merchants integrate high-quality traffic, influencers/stars, on-site operational resources, product gameplay, new marketing models, etc., on Douyin to achieve new growth; at the same time, through rich marketing gameplay, helps brands break circles.
  34. Douyin Super Brand Awards: The main means and marketing position for TOP brands to create their "annual highlight Campaign" events on Douyin e-commerce, fully leveraging the platform's capabilities and advantages, providing brands with upgraded Super Brand Day resources, creating a joint annual showcase for brands and the platform, helping brands achieve the ultimate unity of brand and effect on Douyin e-commerce, and setting industry benchmarks. Multi-channel audience penetration mainly refers to brands distributing "goods" through diverse "scenes" and "people" precisely: Tmall brings channel penetration to brands more through the "scene" dimension in "people-goods-scene." Brands can use Alibaba's rich ecosystem for sub-scene characteristic marketing penetration. Ecosystem Ring 1: Alibaba domain channels: Tmall, Taobao, Tmall Supermarket, Tmall Global, etc. Ecosystem Ring 2: Off-domain media or platforms acquired or invested by Alibaba, such as Youku, UC Browser, Amap, Ele.me, Hema, etc., and even some offline resources, such as U First sampling machines, Intime commercial screens, etc. Ecosystem Ring 3: More media platforms outside Alibaba, such as Weibo, Douyin, Xiaohongshu, Bilibili, Zhihu, etc. Online, take Youku as an example to analyze how brands conduct content marketing through popular online variety shows and other long videos. With traffic homogenization upgrading and traffic entrances changing frequently, new brands urgently need differentiated, high-value circle-breaking positions. Youku's user group is younger and integrated into Alibaba's 88VIP membership system, gathering a large number of high-net-worth individuals. In this process, content seeding of hit dramas runs through. Combining brand information with content scenarios gives brands a new position for breaking circles. Youku provides new solutions for audience growth.
  35. Membership category: For high-value member audiences, support one-click coupon collection and following; platform endogenous ads, such as brand headlines and recaps, can also achieve member acquisition. In addition, targeted acquisition can be done for multiple audience tags, such as city, frequency, channel, time, content, and other dimensions.
  36. Celebrity category: Through products like Fans Tong, select celebrities and related hit content, lock in full-link advertising, and activate fan purchasing power.
  37. OTT business: That is, applications on internet TV and other family big screens, for breaking circles in family scenarios and lower-tier markets. In the post-pandemic era, TV is an important home scenario, and watching while shopping has become mainstream. OTT is a stable and efficient reach channel, and can also break circles for brands through traffic products like UMAX, boot videos, and interactive screen casting. Offline, take Tmall Campus as an example to analyze how brands occupy the mind scenarios of young people and integrate online and offline resources to open up the campus market. As of the end of 2021, Chinese college students spend an average of 20,000 yuan per year, with a market size of 800 billion yuan, and the student group market is close to 2 trillion yuan. The flow rate is 25% per year, with new students and graduates changing, and new groups continuously emerging. Tmall Campus stores currently cooperate with over 400 colleges and universities, covering over 500 stores, with penetration of over 40% in 985 and 211 universities nationwide. Tmall Campus full-scenario interactive marketing:
  38. Circle people with scenes: Offline scene - the "Thousand Schools, Ten Thousand Screens" marketing ecosystem achieves full coverage of college smart screens, with ten thousand screens linked, tens of millions of offline exposures, as a channel for online communication events to sink into the campus market, guiding people to return online, and helping brands with full-link marketing solutions on campus. Online scene - Tmall CLUB, with a thousand members forming a million self-operated media matrix, and a hundred campus influencers becoming good product surprise officers for all-channel good product seeding.
  39. Interactive marketing: Tmall Campus themed stores, relying on Tmall Campus stores to create brand/IP/activity themed stores, creating immersive atmosphere experience stores. Tmall Campus flash roadshows, with 300+ nationwide activity locations (both indoor and outdoor), in core areas of Tmall Campus stores and high-traffic places on campus main roads. Douyin brings channel penetration to brands more through the "people" dimension in "people-goods-scene." Brands can use Douyin's diverse influencer matrix for sub-circle target audience penetration. In the field of influencer live streaming, grasp the three cores of influencer cooperation: head traction, increasing exposure and sales maximization. Ensure sufficient budget and product profit margins, observe the market performance of similar products to analyze the product's cycle, and use mid-to-tail influencers to test market effects. Screening criteria: 1. Fan profile. 2. Traffic acquisition capability. 3. Live streaming online audience. 4. Live streaming sales guidance capability. In the field of influencer short videos, based on the Douyin e-commerce FACT marketing matrix, carry out Xingtu cooperation and selected alliance operations, focusing on improving cooperation efficiency from details, processes, and reviews, to achieve product seeding, fan conversion, creative communication, and brand exposure. Screening criteria: 1. Recent traffic performance and activity. 2. Fan stickiness and audience composition. 3. Persona fit. Here are 3 key indicators:
  40. Fan-to-like ratio: Total fans divided by total likes. A low ratio means the influencer's content has insufficient ability to attract fans.
  41. Play overflow: The excess of the influencer's average video plays minus total fans. More play overflow indicates greater potential for fan growth, and content is more recognized by users and the platform.
  42. Interaction cost: Play and interaction costs determine whether long-term cooperation is possible, representing the content's conversion rate. High conversion rates allow for scale-up. PART 3: Digital Operations Overview: Brands build user systems and data systems for user relationship management, operational data review, and future trend prediction. Member operations have become a new breakthrough for brand business growth and brand communication. Online and offline member linkage can also better break channel barriers, achieve unified management of omni-channel members, and build an integrated business growth engine centered on brand members and driven by digital intelligence. Next, from the two mainstream e-commerce platforms, Tmall and Douyin, we will explain the audience models and key tools needed for digital operations (data & intelligence). O-AIPL-S Audience Model AIPL represents four types of audiences: Awareness, Interest, Purchase, and Loyalty. These four types are not mutually independent; they represent the deepening relationship between users and brands, with each user gradually flowing through the four types. The initial O is the Opportunity audience, i.e., the target user group. Here, a new Spread audience (S) is added, which is actually the most important part of brand user assets. A-Awareness audience: Discover the brand and be seeded. Corresponding basic indicators: exposure/click count, short video/live streaming view count, store product browsing, and non-brand search count. I-Interest audience: Deepen interaction with the brand and take action. Corresponding basic indicators: interaction/subscription/trial, brand search count, and collection/add-to-cart/consultation count. P-Purchase audience: Complete the order. Corresponding basic indicator: first purchase count. L-Loyalty audience: Complete repurchase and join the membership. Corresponding basic indicators: repurchase count for members and non-members. S-Spread audience: Actively share and spread. Corresponding basic indicator: mainly the count of people sharing products/images/videos and other content. Ultimately, we hope to use the O-AIPL-S model to digitally monitor the relationship between users and brands, and through operational actions, continuously deepen the relationship, ultimately making users' LTV (lifetime value) higher. Tmall Brand Data Bank Data Bank, as Tmall's brand user asset management platform, can unify brand user relationships across all channels, precipitate them as user assets, support brands in deep insight and analysis of user assets, and enable on-demand use of user assets to support brand marketing activities and business decisions. Brand Data Bank member full-link integrated analysis solution: 1. Member digital insight Quickly understand brand members: Who are the members? How to make member groups continuously grow into core brand groups? How to achieve multi-store member linkage operations? Which channel is easier to recruit members? How do my member performance compare with industry excellence? Which products are more likely to be spread by high-value members? At the same time, you can select potential groups and conveniently push them to the customer operation platform for operation, and support synchronization to CRM for differentiated operation of sub-groups. 2. Target special breakthrough Effectively acquire new members and maintain member scale growth:
  • Recruit in the most efficient scene.
  • Find the people most likely to join.
  • Attract them to join with the most suitable methods (benefits, goods). Improve member active transactions—member GMV increase & member ARPU increase 3. Marketing scenario guidance Break down promotion transaction goals into member goals to achieve phased refined operations, i.e., use Data Bank and customer operation platform tools to estimate member GTA (GMV To AIPL) gaps, formulate phased operation plans, layer by different audience insights, and conduct public and private domain reach during water storage and promotion periods to achieve member recruitment and activation. Quickly conduct precise member recruitment for brand high-potential groups, i.e., three types of high-potential recruitment groups:
  1. Recent visitors who have not joined the brand's PL group.
  2. Recent purchasers who have not joined.
  3. Active fans who have not joined. And provide intelligent strategy recommendations: A. Product recommendation strategy. B. Content hotspot attention strategy. C. Touchpoint interaction preference strategy. Douyin E-commerce Data Compass E-commerce Compass, as a data product under Douyin e-commerce, provides merchants and creators with efficient and intelligent e-commerce data product solutions. It is committed to using data to drive continuous business growth, providing merchants with complete product capabilities from strategy formulation to business analysis. In 2022, it focuses on providing brand merchants with Data Compass Strategy Edition, helping merchants accurately identify market opportunities and improve business growth through market opportunity insight, audience assets, and product strategy. Core advantages of Data Compass Strategy Edition: 1. Official data: Provides merchants with index-based analysis data, safely solving the problems of difficulty in viewing category data and inconsistent data calibers; based on closed-loop e-commerce behavior, unify data standards, and open up the closed-loop e-commerce data system from audiences, products, and content. 2. Algorithm capability: Combined with Douyin's knowledge graph, from content recognition of hot words to association processing, processing, processing, and integration with e-commerce categories, provides structured analysis capabilities with Douyin characteristics. 3. People-goods tags: Open Douyin closed-loop e-commerce audience behavior tags, from store private domain, industry characteristic tags, and market behavior tags, providing merchants with more complete user operation capabilities from insight to operation. Based on product attribute data, provide analysis capabilities for various industry category attributes, more accurately identifying market trend changes. 4. Ecosystem openness: Link third-party data service providers, consulting companies, agents, DP operation service providers, and other roles to provide professional data solutions to help brand business growth. Data Compass application scenarios: Formulating Douyin e-commerce strategy 1. Look at the market: Identify market trends, analyze industry bestsellers and new products, view market price band performance and product attribute preferences, and explore sub-market opportunities. 2. Find hotspots: Mine user needs, identify market opportunities, and understand what users search, watch, and buy. 3. Create content: Insight into market hot content trends, discover recent hot short video topics and short video content. 4. Define audiences: Find target audiences for efficient harvesting, conduct audience analysis, and target audience selection placement. Big Data + AI Trend Prediction Any platform's sales data actually represents supply-side data. In addition to supply-side data analysis, brands also need to predict demand-side data to break blind spots. Users' various online behaviors generate massive data. The information carried by big data itself is the primary productivity of marketing. Through big data and AI algorithms, user consumption preferences, i.e., the demand-side data needed by brands, can be analyzed. By comparing supply-side and demand-side data, blue ocean markets can be mined. In addition, user data can be roughly divided into behavioral data and attitudinal data. Behavioral data includes favorites, add-to-cart, orders, etc., but behavioral data often only represents the past that has already occurred and cannot represent trends that have not yet occurred. However, user attitudinal data can. Whether users like, share, or comment on related content on social media represents users' consumption preferences and attitudes. This also requires big data and AI algorithms to clean and analyze social media data across the network, but this actually saves more manpower than traditional user research, and the information obtained is more authentic and massive. Through multi-dimensional analysis of supply-side and demand-side sales data and user behavioral and attitudinal data, brands can achieve trend prediction for targeted marketing and placement, ultimately achieving operational digital intelligence. Even if you learn all the above, it does not mean the brand can definitely defeat all opponents. Why? Because these are all tactics. To cross cycles, brands need strategy, i.e., the art of war, with the core in Five Matters and Seven Calculations (following Sun Tzu's Art of War). Five Matters: Dao, Heaven, Earth, General, Law.
  • Dao can be understood as the brand's value proposition and business philosophy, which will eventually sublimate into brand culture.
  • Heaven and Earth can be understood as the timing and track the brand is in. Brand development is always affected by various environmental factors.
  • General can be understood as the comprehensive capability of the brand team, especially the leader.
  • Law can be understood as a series of rules and regulations for brand operation and management. Seven Calculations: Which ruler has the Dao? Which general has more ability? Which side has the advantage of Heaven and Earth? Which side implements laws and orders? Which side has stronger troops? Which side has better-trained soldiers? Which side has clearer rewards and punishments? The art of war and the manual are like the internal and external skills needed by a brand. Only by cultivating both internally and externally can a brand maintain omni-channel growth and win the hearts of the people in this infinite war. Source: Brand Lao Bai (ID: BrandLaoBai) -END-