标签归档 西安品茶

Under the multiple influences of diverse user contacts and subdivision of life scenes, beauty care, luxury goods and fashion trends are facing multiple challenges and opportunities in 2024. How to capture the rapidly changing consumer trends, find the right segmentation scenarios, and anchor the right communication path to connect with consumers has increasingly become an urgent issue for brands.

Relying on the vigorous content ecology, massive real users and diverse consumption scenarios, Xiaohongshu marketing IP has been continuously advanced in meeting the needs of users’ self-expression and brand marketing, providing new ideas for the development of luxury clothing industry and becoming an important bridge for two-way communication between brands and consumers.

On March 28th, Xiaohongshu’s first "Joint Play" IP viewing conference — — Beauty Care, Luxury Goods and Fashion Apparel Sports Outdoor Industry Special Session was held in Shanghai. This movie will invite more than 100 brands and nearly 10 star friends from the American luxury clothing industry to gather at the scene. Through the perspective of the current industry and consumer insight, we will deeply analyze the track trend from a multi-dimensional perspective, show the new trends of Little Red Book marketing IP IP 2024, and bring new inspiration for the industry to look forward to opportunities, marketing layout and innovative gameplay.

Play a new trick of "IP broadcasting" and create an immersive romantic date.

Counting the beautiful time, seeing China, looking for the fireworks on the road, and the stranger’s day at the gate of nature, many marketing IP films gathered at this film show, with heavy premiere, limited time screening, showing in the heat and roadshow guests.

Xiaohongshu "staged" the concept core, innovative gameplay, methodology and marketing value of each marketing IP in a novel, creative and interactive way. The event exhibition ingeniously integrated the top ten IP features, and set up the road of "joint drama" outside the venue. On-site guests could immerse themselves in each marketing IP along the punch-in map, or find the inner peace of "outsiders", or they could see the shining China brand, or feel the real life at a double speed … along the "joint" route, they unveiled the "drama" together.

In addition to the novel eye-catching IP movies, many star friends have joined in, bringing wonderful performances such as talk show, dance and rap, conveying the IP value in the eyes of TAs through stage fancy, and enriching the live "watching" experience. Talk show actor Xiao Bei revolves around the scene of buying ski novice equipment in his life. Golden sentences frequently bombard the audience with joy, and every sentence is a burden, cleverly conveying "new treasures" to the public’s treasure points in a relaxed atmosphere.

When the national style meets hip-hop, when the attitude of slow people meets rap, what kind of sparks will collide? In 2019, "China New rap" won the fourth place, and the musket FireGun brought a unique national style to rap performance "Dali City", with a strong Chinese style and rap lyrics with artistic conception, which reached the ears and landed between Cangshan and Erhai in Dali, conveying the slow emotional value behind the IP "Slow Man Festival".

The IP curtain of "Xiao Mei Shuo" was opened. With the countless dancers Su Lianya in "This is Street Dance 3", a dance performance with both poetic and aesthetic feeling was brought. From the immersive lighting atmosphere, to the voice-over of poetry full of artistic conception, to the emotional dance, the guests were led to wander through different scenes such as cities and forests, which was full of appeal and conveyed the beautiful life concept of IP "Xiao Mei Shuo" as a dancer.

In addition, there are more surprises on the scene. Kiki Xu, an old friend, and Ayanga, a new friend, chatted with Minako, the head of Xiaohongshu Commercial Marketing Center, about their feelings as users of Xiaohongshu, and shared their experiences in marketing IP in the station. Kiki Xu said that because he likes to travel, the most impressive marketing IP of Little Red Book is "going out to play with stars". Share the journey with your good friends. This kind of sharing is sincere, and you will be doubly happy because of sharing.

Ayanga shared his own "film review" after the screening: everyone shared their efforts to love life in the little red book, and at the same time shared their professional knowledge with more people. As a new friend, I hope to share more about musicals with you and make musicals a wonderful part of life.

At the scene, Minako, the head of the commercial marketing center of Xiaohongshu, explained the concept of "good play": "There will be a" good play "if there is a good stage in life. Our destinations are not necessarily the same, but the passage we have walked hand in hand must be wonderful." For the new launch of marketing IP in 2024, Xiaohongshu is looking forward to working with the brand to promote business with creativity, stage more "good plays" and open a new chapter in marketing together.

Liang zi, the head of the consumer decision-making department of Xiaohongshu, explored the core of beauty, shared the beauty trend of Xiaohongshu in 2024, interpreted what new changes have taken place in the beauty trend under the mentality that users are more real and self-centered about "face" and more detailed about internal refinement, and elaborated on IP related to the beauty industry, such as "Beauty of 100 Cities", providing new inspiration and inspiration for the development of the brand in 2024.

Meng Han, head of fashion in Xiaohongshu community, gave a keynote speech on "Xiaohongshu Fashion Trend Release", sharing the new ecological trend of Xiaohongshu’s consumption decision-making from the perspectives of platform mentality, user value and user demand insight, and interpreting the 2024 fashion trend from the perspectives of "women’s power UP", "oriental aesthetics", "style reconstruction" and "color inspiration" to convey the vision of creating the next fashion trend between the platform and the brand.

Occupy the scene: link each subdivision scene and open a new imagination of experiential marketing.

In the past year, Xiaohongshu, together with more than 300 brands, thousands of stars KOL and head bloggers, has created IP feasts linked online and offline again and again. The film festival not only brought together many popular IPS such as "Little Beauty Talk", "Road Life Festival & Walking Life", "Outsider’s Day" and "Seeing China" and the new upgrade actions in 2024, but also presented a series of sports outdoor series, beauty personal care series, fashion clothing series, holiday marketing of "Every day is a good day" and multi-IP under "Planting a Grass Day Group", and also released a "new treasure product".

In the era of more emphasis on personalization, capturing the real life state of individuals and linking corresponding scenes is the key to planting the seeds of product mind and making products really close to and enter the real life of users. The classic IP "Xiaomei Shuo" connects users at one end and brands at the other. By aiming at the "Xiaomei topic" suitable for the brand and combining products, it realizes more resonant and interactive topic reengineering, helping the brand to naturally integrate marketing demands into Xiaomei content trends and communicate with the crowd in the right topic space. This year, "Xiaomei Shuo" will pay more attention to the pain points of both brands and users, open a new model of Always-on and Xiaomei Calendar, help brands participate in the content construction of "Xiaomei Shuo", and gain high-potential people more efficiently and quickly.

For the luxury clothing industry, which is closely related to the life scenes of young people, the "Road Life Festival & Walking Life" combines grass planting with offline experience, inputs new scenes for the brand, and starts a "24-hour adventure on the road" together with the brand, opening up new possibilities for people to break the circle. In this marketing journey, the brand can go out of the shelf and "run offline" with users, allowing users to "walk around, play and be planted with grass" and broaden the growth line of people and business increment.

In addition, the film festival also deeply deconstructed the little red book event IP— — Slow people’s day. Relying on the trend of cultural tourism and close to the spiritual needs of users, the "Slow People’s Festival" goes deep into the slow life scene of contemporary youth, and for the first time opens the tripartite linkage form of "commercialization+community+government cultural tourism", so that the brand can empower the slow emotional value, meet the slow life needs with product strength, and resonate with the slow people tribe at the same frequency.

Creating hot air: capturing and defining new fashion, and taking the brand from borrowing momentum to creating momentum.

Grasping the attention of young people is the proposition of brands nowadays, and the trend change is undoubtedly a keen insight of beauty care, luxury goods and fashion apparel industries. Under the evolution of the trend, the brand is welcoming new opportunities for development in grasping the needs of users, having the heat to take advantage of the situation, and having scenes to occupy several dimensions.

Relying on the crowd and ecological advantages, Xiaohongshu’s "Outsider’s Day" has developed many new lifestyles based on outdoor sports and experiences, expanding the communication dimension and space for the brand and helping the brand to grasp the business opportunities under the outdoor trend. "Outsider’s Day" fully opened the imagination of outdoor marketing and successfully turned it into a national carnival. By building a closed loop of [offline experience+new consumer demand scenario+online grass planting] for the brand, "Outsider’s Day" helps the brand stand in the outdoor trend, expand new usage scenarios, and achieve efficiency growth; It has also completed the full coverage from hardcore players to "outsiders" who are interested in outdoor activities, scrolling more users to share with related topics by participating in IP activities, and being planted by brands and products in a subtle way, reaching out to the crowd.

As a sports boom year, many brands have been gearing up. Inspired by the popular trend of sports, Xiaohongshu launched the "Everyone Sports Week" IP. On the one hand, it used the "people" east wind to integrate brands and resources such as stars, athletes, bloggers, etc., to amplify the brand volume and realize the deep planting of products; On the one hand, we will also launch a romantic and imaginative sports feast and life feast with the brand around the Olympics from an all-round perspective.

Strong grass planting: planting grass for the right people in the right community soil.

The benign interaction between the content in the little red book and business gave birth to a unique grass planting economy. Under the ecology of "Everything can plant grass" in Xiaohongshu, diversified ways of planting grass bring more possibilities for the development of luxury clothing brands, which can not only promote the brand’s global transformation, but also help the brand to break the circle.

In order to enhance the certainty of the explosion of new products, Xiaohongshu’s "Treasure New Products" focuses on the growth of new products, providing new playing tools and special resources for the brand. From the multiple dimensions of new ideas+new images+new ideas, "Treasure New Products" can help brands quickly establish the mental cognitive advantages of new products, and "Treasure New Products" will also usher in a heavy upgrade, endorsing products with the scoring mechanism of "professional treasure collectors+public treasure collectors", opening up the whole link of new products, helping the cold start, and achieving the certainty of new products.

Focusing on different tracks such as outdoor sports, beauty care, and fashion clothes, Xiaohongshu opened a series of IP to help luxury clothing brands link users and explore new marketing strengths. For example, the sportswear IP such as "CITYRUN Together" and "Let’s Start Now" presented in momo’s Life Line at the movie conference helped the brand to strengthen its professional image and expand its circle of new people by creating multiple sports scenes. The IP in momo’s Beautiful Time, such as Relax Lab, Odor Roaming Diary, Life Luxury Guide, and Truth Research Institute, create a fine marketing matrix of vertical track through the two-wheel drive of "scene+crowd", so that the beauty care brand can expand its global marketing imagination in Little Red Book; "A Day in Fashion momo" presents the IP of fashion clothes such as "A Collection of Popular slang" and "My Wear Formula", from wearing skills and fashion recommendations to new trends and brand shows, which makes the big show go out of the runway and go to life, creating more grass planting scenes for fashion clothes brands and providing marketing solutions in one stop.

At the same time, the series "Looking at China" in Xiaohongshu focuses on planting grass in domestic products, leading many domestic brands to "plant" into the content ecology of Xiaohongshu. In 2023, "Look at China" series IP went deep into the beauty track, and launched "Treasure ingredients are in China", which enabled the treasure strength of five domestic skin care brands to be transmitted to consumers in a three-dimensional way, and created a better voice position for domestic brands focusing on researching ingredients and developing products with more visible and more endorsement content, and entered consumers’ lives with a new attitude. In the future, "Looking at China" will also expand its perspective to more industries, and customize the theme game according to the characteristics of the industry, so as to realize the two-way development of the new demand of consumers and the hard power of domestic brands, and help domestic brands to open up new marketing possibilities.

From sharing the latest consumption trends in the industry to presenting the new gameplay and layout of marketing IP, this movie event set up a communication field for the platform, brands and users to promote sharing, which provided effective guidance for the high-quality development of the luxury clothing industry.

As an important position in brand marketing of beauty care, luxury goods and clothing trends, Xiaohongshu has always responded to the new changes in the industry with new ideas, continuously gained insight into the new trends of the luxury clothing industry, promoted the ecological evolution of the content in the station by creating a diversified and high-quality marketing IP, built a brand propaganda position, and helped the brand to convey its ideas, deepen its image and precipitate more brand assets and values.

Through Xiaohongshu’s marketing IP, American luxury clothing brands can not only gain insight into users’ real product and content needs, but also discover new trends and business. At the same time, with the increasingly mature marketing model and playing style of IP, they can gain new kinetic energy for crowd destruction and business growth.

In the future, Xiaohongshu marketing IP will continue to be rooted in the ecological soil of the community, based on individual living conditions and consumption mentality, listen carefully to the real sharing of platform users, and run it through different industries such as beauty care, luxury goods and fashion trends, and join hands with brands to explore more new opportunities, open up new business and achieve vigorous growth.

　　[Science to the Future]

　　editorial comment/note

　　In daily life, people always like to ask three questions: when, where are you and what are you doing. More than 90% activity information of human society is related to time and space. Now, spatio-temporal information service has penetrated into all fields of human production and life, and it is as indispensable as water and electricity. It was learned from the 2017 China Geographic Information Industry Conference that with the development of Beidou satellite system in China, China has mastered autonomous, independent and controllable satellite navigation technology, greatly improved its spatio-temporal information service capability, and obtained technical support for new formats such as bike-sharing and driverless. Then, in the era of artificial intelligence, what subversive innovations and surprises will happen in the field of spatio-temporal information services? This edition of Science invited Liu Jingnan, an academician of China Academy of Engineering, Li Deren, an academician of China Academy of Engineering, and Guo Renzhong, an academician of China Academy of Engineering, to explain in detail.

　　Liu Jingnan (Academician of China Academy of Engineering):

　　From Spatio-temporal Information to Big Data Service

　　The great challenges and opportunities brought by artificial intelligence to various industries are unprecedented, which will cause industrial changes in the next at least 50 years. The innovation and development of geographic information industry must change the way of thinking, establish the thinking of Internet of Things, big data and time and space, serve the society through cross-border integration, strive for the initiative in the intelligent era, and realize the overall transformation of green and intelligence.

　　As a producer of massive spatio-temporal data, the geographic information industry may be completed by machines in the intelligent era from data collection to data application in all walks of life. For example, with the increasing intelligence, real-time performance and reliability of the precision of intelligent sensor equipment and measuring equipment, the work that needs to be done by people before, even risking their lives, will be done by intelligent equipment and robots. This means that some data collectors in the geographic information industry will probably be replaced by robots.

　　So, does this mean that the geographic information industry is going to decline? The answer is: no!

　　With the progress of science, human demand for space-time services is moving towards real-time and instant, from static to dynamic and high-speed, from rough to accurate and complete, from land to sea and sky, from region to global, from earth to deep space and universe. The existence demand of geographic information determines that it will not disappear in the era of intelligence, but it must complete the transformation from informationization to intelligence.

　　Human beings are increasingly demanding the quality of location services, and the geographic information industry must improve the service quality, including monitoring the environment, human health, personal safety, spatio-temporal dynamics and other aspects more accurately, so as to meet the ever-changing personalized, intelligent, real-time and accurate service requirements in the "internet plus" and intelligent era.

　　In this sense, the geographic information industry will not gradually decline under the impact of the wave of intelligent revolution. The advantages of China geographic information industry in the whole wave of intelligent revolution are: first, the world’s largest demand market for location services and huge space-time location information, which can provide rich data resources for intelligence; Second, the geographic information industry has the right to interpret the spatio-temporal position datum, and the right to formulate the standards of accuracy, characteristics and complexity of spatio-temporal position data.

　　How to help the industry transform? How to meet the different service demands in the era of "internet plus"? How to maximize the potential value of big data through artificial intelligence? In the era of intelligence, the geographic information industry should make use of its own advantages, seize the increasingly high demand for time and space location services in the information age, and realize cross-border integration. For example, a "geographic information brain" can be established by using spatio-temporal data clouds. This "brain" needs to have the abilities of perception, memory and thinking, learning, self-adaptation, and behavior decision-making, and complete the prediction ability through intelligence.

　　How to fully explore and understand the massive big data and unify the spatio-temporal big data with different categories, different precisions and different dimensions into the standard system of data service is a big challenge in the intelligent era. In addition, talents who can transform artificial intelligence knowledge into commercial application value are also in short supply and need to be cultivated urgently. The change of thinking and the influence of independent decision-making brought by the intelligent era are the biggest challenges to the industry and individuals.

　　Li Deren (Academician of China Academy of Sciences, Academician of China Academy of Engineering):

　　Ideas of Earth Observation Brain, Smart City Brain and Smart Phone Brain

　　Now, China has a lot of spatial data. There are satellites in the sky, drones in the air, intelligent driving cars on the ground, video cameras and various sensors, plus people’s mobile phones and smart watches, which generate hundreds of millions of data all the time. Through technological innovation, China’s satellite navigation technology is becoming popular and intelligent, and spatio-temporal information big data and spatio-temporal information cloud platform are being built everywhere.

　　This is the current state of spatial big data, but at present, China’s remote sensing, navigation and communication systems are isolated, information is separated, and space-time services are relatively backward, so we need to improve. Now it is necessary to integrate isolated systems through "multi-network". If spatial big data is to serve well, it must be activated by artificial intelligence.

　　Artificial intelligence involves brain science. The origin of artificial intelligence is a kind of progress in brain science, and the whole world is competing to study it. The United States and Europe have started brain science programs. In recent years, China also attaches great importance to the development and construction of brain cognitive science, and proposes that by 2030, the theory and technology application of artificial intelligence will reach the world’s leading level.

　　Perception, cognition and action is a basic function of human brain, and computers do not have this function. However, if people’s perception, cognition and action are integrated, and spatial big data is combined with artificial intelligence, many "smart brains" can be formed. The author conceived three "wisdom brains", such as:

　　First, "Earth observation brain": Earth observation brain is analogous to human brain, which has visual and auditory functions and obtains information through visual and auditory functions. Earth observation brain transmits satellite data in the sky to the ground to meet people’s requirements through big data and cloud computing. This brain is an automatic recognition system of brain cognition and perception, which completes the cognition and processing of data through remote sensing communication of satellites in the sky.

　　The key problem to be solved in earth observation brain is to provide services on demand. It is necessary to break through major key technologies such as satellite-based navigation enhancement technology, integrated network communication technology between heaven and earth, multi-source imaging data on-orbit processing technology, space-based information intelligent terminal service technology, space-based resource scheduling and network security, integrated nonlinear earth reference frame construction technology, and load-based satellite platform design and development technology.

　　Second, the operation center of a smart city should be made into a "smart city brain". Smart cities have sensor networks and cloud computing. They are the "cloud brains" of smart cities that feel the interaction between people and cars in real time. Using big data to improve the operation and management level of cities and engaging in big data value-added services can provide real-time services for all walks of life. It can be supported by geographic information system, which is based on real-time data to analyze feelings. It is necessary to gain insight into data management and realize smart cities on the cloud. Such management can improve the level of smart cities, and the operation center of smart cities should be made into the brain of smart cities.

　　Third, there must be a large number of sensors to make the mobile phone a "smart phone brain" to help the owner. In the evolution of smart phones, human behavior can be inferred from the data in the phone, which can understand the owner’s behavior and psychology and remind people what to do and what not to do. Using big data system for reasoning, the mobile phone knows whether the owner is walking or surfing the Internet at home. Through data analysis and reasoning, a conclusion is drawn in the mobile phone. For example, if the owner falls in the snow for 5 minutes, he can automatically dial 110 or notify his family to save him. Such a mobile phone is a real smart phone.

　　There are many applications of artificial intelligence in geographic information industry. For example, automatic change detection and real-time processing of UAV high score data. The innovation of sensors should develop in the direction of artificial intelligence and brain intelligence, similar to earth observation brain, smart city brain and smart phone brain. Only by grasping these frontiers can geographic information industry become a big industry needed by all mankind. Spatio-temporal geographic information used to be static, but now it must move towards a new stage of intelligence.

　　Guo Renzhong (Academician of China Academy of Engineering):

　　Big data will make urban management smarter.

　　The arrival of the era of big data and artificial intelligence makes people look forward to the geographic information industry.

　　At present, there are not only data uploaded by mobile Internet, but also data of space remote sensing. When the amount of data is large, it will be found that the value of data is not positively related to the amount of data, which makes people think, how can data generate value? Spatio-temporal information, if using big data and developing towards artificial intelligence, will have great application space. Many emerging industries need spatio-temporal information to support them, such as bike-sharing. China’s geographic information industry is still in the "farming era". If the data link is further extended, the added value of data may increase a lot. For example, many places are now building smart cities, which need a lot of geographic information data to support them. From this perspective, the spatio-temporal information service should not only be satisfied with providing very beautiful and accurate traditional data, but also provide data that is more in line with the terminal and meets the needs of users.

　　For example, the national geographic information survey has spent a lot of manpower and material resources, which can not only provide image records, but also provide a lot of value-added services. However, this value-added service is different from the professional technology possessed by traditional geographic information practitioners, and the business and products have to cross borders to have greater value, which cannot be satisfied with providing original data and products. In the process of cross-border, big data plays an important role and needs to be combined with artificial intelligence to find a better service path.

　　What is the use of spatio-temporal data information in smart cities? For example, make a distribution analysis of the resident population and the employed population in Shenzhen. A person has two most frequent places — — Home address and workplace. From home to work in the morning, and from work to home in the evening, he has to go through the relevant traffic network. In this way, he can know the traffic flow and traffic pressure of different road networks by means of big data, thus doing bus route optimization and road planning optimization for this traffic network. Big data will make urban management smarter.

　　Now, a lot of geographic information data still exists in the databases of relevant departments, so it is necessary to turn them into "clouds" to realize socialized sharing and socialized services. When it becomes a "cloud", it should not only be able to dynamically update and fully perceive, but also be able to quickly access the Internet for easy use; At the same time, we should be able to deeply integrate geographic information with other information of the city to form a socialized urban information, and then carry out relevant deep mining and application on this basis to promote urban management to be intelligent.