“Despite the impact of the epidemic, the consumer market still ushers in an outbreak at every node, demand still exists, and even consumption upgrading in some categories, that is, ‘spend money, but spend it right and spend it worth it.’ in this way, rational consumption will be the general trend.” Referring to the future development trend of consumer ecology, Beijing Zhidemai Technology Co.Ltd(300785) (hereinafter referred to as Beijing Zhidemai Technology Co.Ltd(300785) Technology) founder, chairman and CEO Sui Guodong said in an exclusive interview with China Singapore Jingwei recently.
Sui Guodong said that in the past year, Beijing Zhidemai Technology Co.Ltd(300785) technology’s work focus mainly focused on two aspects: one is the re combing of business strategy; On the other hand, it is the organizational structure upgrade to match the business strategy. In March 2021, Beijing Zhidemai Technology Co.Ltd(300785) technology released a new strategy for the “second decade”: from the original single business – consumer content community “what Beijing Zhidemai Technology Co.Ltd(300785) “, to a technology group that distributes consumer content, marketing services and consumer data.
“If we observe the consumption ecology from the front-end and back-end perspectives, the front-end includes content and traffic, and the back-end is mainly reflected in e-commerce platforms and brands.” When talking about the current consumption ecology, Sui Guodong said.
Specifically, on the front end, the current content is extremely rich in forms. In particular, live and short videos occupy more and more time. Accordingly, the diversity of content forms means that the traffic is becoming more and more fragmented. “What is reflected on the Beijing Zhidemai Technology Co.Ltd(300785) platform is that because of the extreme overload of consumer information, consumers pay great attention to improving the signal-to-noise ratio of information, and the demand of platform users for deep and long graphic content has been growing.”
Changes in the front end affect the development of the back end. Sui Guodong believes that a large number of domestic brands have emerged in recent years, which reflects the improvement of national self-confidence and the quality of domestic products. At the same time, the brand’s grasp of content and flow bonus is also one of the key factors. On the platform side, due to the parallel trend of e-commerce platform content and e-commerce of content platform, the market share of traditional e-commerce has been impacted, showing a decentralized trend.
“Today’s new consumption trend is that people no longer hoard goods blindly and buy without brains, but have a clearer understanding and evaluation of their own consumption needs.” Sui Guodong believes that the future development trend of consumption ecology will be more in line with “rational consumption”. From the perspective of Beijing Zhidemai Technology Co.Ltd(300785) technology itself, the following points are needed to serve the demand of rational consumption:
The first is the real content. In recent years, there has been a voice of “anti grass planting” in the market, and some young consumers refuse to follow suit. Therefore, real information, evaluation and comments will be more effective for their decision support. Therefore, the content platform should adhere to the content as the core, create a good community atmosphere and provide users with more real consumption content.
The second is fine operation. The brand needs multi contact accurate exposure to reach the consumption circle, and pry the minds of consumers through more vertical content.
The third is multiple output, that is, layout the entrance of the full flow field, so that high-quality content can carry rich and high-quality carriers and be seen by more people in the whole field.
“The future, in terms of content, Beijing Zhidemai Technology Co.Ltd(300785) Science and technology plans to strengthen vertical industry segmentation and diversified content layout, and help more consumers solve consumption decision-making problems through fine operation; At the marketing level, we will continue to pay attention to the in-depth needs of the industry and improve the ability of resource integration; At the data level, we will continue to improve the level of digital intelligence, improve the efficiency and quality of information distribution, improve the growth rate of enterprises, and create more achievements to enable the industry to achieve co creation. ” Sui Guodong said.
(Zhongxin Jingwei)
