On March 28, the "trendy Community Marketing Summit Forum (Chengdu) station" hosted by trendy media was grandly held. Zhang Jixue, founder and chairman of Xinchao media group; Deng Hong, chairman of global fine wine Group Co., Ltd; Xu Yongzhi, partner of Huahe Sunflower Pharmaceutical Group Co.Ltd(002737) chief growth official Lisong; Huang Swan partner, director of the strategic brand center of Fengji group and Liu Yong, general manager of Luanxiang Fengji food company gathered together to discuss the future prospect and development direction of community marketing.
Digital community ladder media helps customers succeed in business
Zhang Jixue, founder of trendy media, said that the vast majority of enterprises are still involved in traffic or channels, and not every enterprise is qualified to own a brand. Today, elevator has become the first channel for media. There are two key capabilities: one is channel coverage; The second is digital drive. This is also the direction of trendy.
From the perspective of channel coverage, Zhang Jixue said that Xinchao focuses on community consumption, which is a trillion gold mine. Community media has become the "connector" between the brand and the target audience. After nine years of entrepreneurship, trendy media has deployed 700000 elevator smart screens in 45000 communities across the country, with irreplaceable channel advantages.
From the perspective of technology driven, network collaboration + data intelligence are redefining each industry. The trendy use of digital upgrading has created an intelligent investment platform for the life circle. Six core digital products, including detonating the community, label screening, community crowd package, LBS location, e-commerce linkage and bidding, are used to empower and improve the effectiveness of the brand in a more intelligent and cost-effective way and bring better traffic transformation.
Zhang Jixue said that in the context of the new consumption era, "traffic + brand" two wheel drive has become the most effective marketing method of the brand. "Double micro shaking + ladder media" has built an omni-channel contact for the brand from online grass planting to offline brand exposure, so that the brand can truly complete the transformation from "traffic" to "brand". Trendy media will help customers succeed in business with digital community ladder media, and work with excellent enterprises to create a good brand in China.
Community ladder media help brands master traffic sovereignty
Hua and Hua partner Xu Yongzhi shared a speech on "building a strong brand and mastering traffic sovereignty" at the summit. Xu Yongzhi said that advertising is not a cost, but an investment, but also a kind of savings. Finally, the brand makes the traffic cost close to zero.
Today, more and more enterprises realize the importance of brand advertising, and deeply penetrate the family population by focusing on community media, and trendy is China's leading community media traffic platform. Therefore, community elevator advertising should be trendy in order to be seen by the whole family, old and young. Moreover, through long-term and continuous launch, a long-term moat will be established for the brand to help the brand master the flow sovereignty.
JD also brought the sharing of "Jingchao plan" through video. In 2021, Jingdong united with trendy media to create the "Jingchao plan", and carried out a series of innovations in the field of omni-channel marketing to help the brand break the circle.
Sunflower Pharmaceutical Group Co.Ltd(002737) : the "three gathering strategy" makes the little sunflower brand deeply rooted in the hearts of the people
Sunflower Pharmaceutical Group Co.Ltd(002737) chief growth official Lisong brought the theme sharing of "2022 new strategies for household consumer brand growth". Fang Lisong said that the key to market leadership lies in brand building. It is necessary to establish a unique marketing combination, including the combined launch of brand and flow. "Flow is sprint and brand is long-distance direct".
Fang Lisong said that based on his insight into the community scene, little sunflower put forward the "three gathering" strategy: focusing on community, community and elevator media, and put elevator advertisements in 52 cities across the country through trendy media. After the advertisement launch, the company conducted a survey on the advertising effect of 2400 parents aged 1-12 in 8 cities. The results showed that 66.5% said they knew about Xiaokui flower dew, 48.6% had seen the advertisement of Xiaokui flower dew, and 36.4% had seen and purchased Xiaokui flower dew; The proportion of the tiktok flower exposed to the community ladder reached 53.4%, which was 21.4% above that of the tremor.
From July to December 2021, the sales volume of Xiaokui flower dew increased by 85% year-on-year. As a consumer media in the last 10 meters away from home, community ladder media makes the little sunflower brand deeply rooted in the hearts of the people.
Yellow Swan: Ba Ping Community ladder media, brand and product awareness have been greatly improved
Liu Yong, the partner of Huang swan, the director of the strategic brand center of Fengji group and the general manager of Luanxiang Fengji food company, shared "creating a new category of raw edible eggs and effectively seizing the minds of family people" at the scene.
Liu Yong said that at a time when the flow is ebbing and the scene is rising, the battle of brand is a battle between people's hearts and cognition. The life scene of deep link consumers is the community. Yellow Swan joins hands with trendy media to quickly seize the highland of household consumption with the rhythm of large-scale storm communication. The post investment data show that the arrival rate of yellow Swan advertising has reached 96%, and 83.1% of the audience have generated purchase intention.
Through the screen dominated launch of community ladder media, yellow Swan has shaped the brand cognition of "yellow Swan = raw egg = good egg" in the minds of consumers, making yellow swan the preferred brand for more Chinese families to buy high-quality eggs.
Trendy media strategic cooperation Hengchang Shaofang
The strategic signing between Hengchang Shaofang and trendy media has become the highlight of the summit. He Zheng, co-founder and senior vice president of trendy media group, and Zhang Jiahao, President of global fine wine Group Co., Ltd., signed the contract on behalf of both parties.
Deng Hong, chairman of global fine wine Group Co., Ltd., said at the signing site that elevator media has become one of the core media to build a good brand in China. Many customers know the brand of "Hengchang Shaofang" for the first time through elevator advertising. As a leading media traffic platform in Chinese communities, trendy media is highly consistent with the target consumer group of Hengchang Shaofang, which is also an important reason for Hengchang Shaofang to choose to cooperate with trendy media.
After the strategic cooperation between the two sides, trendy media will make use of the scene advantages of "the only way + closed space + high-frequency touch + audio video" to make Hengchang Shaofang reach thousands of households more widely, continuously bring brand volume and sales growth, and detonate the main battlefield of the community.
The trendy Community Marketing Summit Forum focuses on community marketing and creates a value platform for sharing information, resources and wisdom through joint exploration and interactive communication. In the future, the trendy Community Marketing Summit Forum will continue to be held, constantly stimulate brand innovative thinking, create a new engine of growth, and explore a new way of super brand.
