2022 cutting edge brand growth Research Report From Tencent marketing insight

The following is the 2022 cutting edge brand growth Research Report From Tencent marketing insight recommended by recordtrend.com. And this article belongs to the classification: research report, network marketing.

In the latest “Research Report on the growth of cutting-edge brands” released by Tencent marketing insight, based on this logic, the development of Chinese consumer brands is divided into three stages: before 2003, mature large brands with offline channels as the core carrier were mainly; From 2003 to 2012, when e-commerce began to rise, e-commerce original brands centered on e-commerce platforms dominated; Then there are social platforms such as wechat, which have emerged since 2012. They are mainly cutting-edge brands rooted in “decentralized” social channels.

The answer to the breaking situation of new and cutting-edge brands lies in global operation and Digitalization: digital transformation is the general trend that needs no elaboration, and global operation is the inevitable demand of “long-term thinking”. The core problem to be solved is to rely on digital ability to realize user anchoring in multiple heterogeneous channels, so as to accumulate brand assets and realize the transition from 1 to 100.

Tencent’s advantage lies in the realization of online and offline integration of trading scenarios. After the full link of multi terminal sales channels is unblocked, it can not only realize the two-way feedback of performance, but also broaden the contacts that consumers can be affected. Enterprises can unify the voice and focus on embedding concepts, differences and other brand assets in the minds of consumers in the form of product matrix.

Secondly, the public-private interaction of traffic and users and the realization of business goals. The core way to realize global operation lies in the public-private transport. The private domain of many enterprises is often a separate business action, rather than a deep integration based on user experience. This is what Tencent is good at. Enterprise wechat, wechat community, official account, applet, video Number… Only wechat ecosystem, Tencent has a large number of products as the undertaking of precise touch of public domain traffic and deep personalized communication of private domain traffic.

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