On August 26-28, G-Media2020 was held in Wuzhen. On August 27, Ma Hongbin, Senior Vice President of Kuaishou, delivered a speech on the theme of "In Kuaishou, Seeing the Social Power of "People + Content"". Ma Hongbin said that real social networking has created the old iron economy of Kuaishou, which is the cornerstone of the commercial value of Kuaishou different from other platforms. Kuaishou has formed the transforming power of everything that can be "goods", which can continue to provide advertisers with intelligent marketing solutions.
Kuaishou helps advertisers in various fields drive marketing growth
Huge traffic and commercial value make Kuaishou quickly become a top advertising platform and a new marketing position for a large number of advertisers. At the same time, Kuaishou’s innovative technology capabilities are redefining the form of short video live broadcast interaction. Kuaishou has created a live interactive gameplay, and continues to enrich the three-dimensional conversion form, expand the live broadcast hosting scene, and the three-dimensional live broadcast hosting content.
At present, a large number of advertisers have achieved a rapid increase in marketing dividends and brand voice in Kuaishou, and they have seized the opportunity of new trends in the "short video + live broadcast" era.
In his speech, Ma Hongbin shared the cooperation cases between advertisers and Kuaishou in the four major fields of home appliances, FMCG, beauty, and automobiles, from "Internet celebrity + CEO" live broadcast, "Magic watch + challenge + live broadcast to bring goods" integrated marketing , Merchant account social assets accumulate private domain traffic, "official account + Internet celebrity + 4S dealership" matrix and other multiple gameplay perspectives, show how Kuaishou can leverage smart marketing business solutions to work with advertisers to leverage marketing growth.
In the field of home appliances, Gree Electric CEO Dong Mingzhu previously joined hands with Kuaishou anchors Erlu, Pingrong and his wife, and host Li Xin to bring Gree’s special live broadcast. The three-hour live broadcast turnover exceeded 310 million yuan, and the total number of live broadcast viewers exceeded 34 million. In the field of fast-moving consumer goods, Kuaishou provided Yili with smart marketing solutions for social interaction, IP bundling, and sales conversion in the "Chinese Products Shine" event. Through multi-touch integrated marketing, it realized the integration of product and sales. The data shows that the cumulative broadcast volume of #万老铁选伊利# challenge event works exceeded 90 million times, and Yili’s single live broadcast of GMV reached 5.3 million+.
In Kuaishou, build the foundation of trust for "everything is available"
Why can Kuaishou provide advertisers with unique marketing solutions and find the most potential audience to achieve sales surprises? In this regard, Ma Hongbin said that in the general environment where the era of private domain influence has arrived, the commercial value of Kuaishou is different from other platforms. It is derived from the social power of "people + content" on the Kuaishou platform through the "short video + live broadcast" model. A moat of trust is formed, and the cornerstone of trust in "everything is available" is built.
"Real social networking results in the old iron trust relationship unique to Kuaishou, and this high-level trust relationship brings the transformation power of everything in Kuaishou," said Ma Hongbin. The data shows that Kuaishou Daren’s “Shida Beautiful” special live broadcast of major international beauty brands has a total turnover of 500 million yuan in a single session, and from running shoes and laundry detergent with a unit price of less than 1,000 yuan to a unit price of more than 10,000 yuan LV bags, Swiss watches, Bulgari rings, and other commodities at various prices are on sale in Kuaishou even within seconds.
Behind this super purchasing power, it also shows the continuous upgrading of mass consumption concepts in the development of the times. At present, consumption concepts have shown four characteristics: pursuit of quality, embrace of interest, advance enjoyment, and social identity. On this basis, the social power of Kuaishou will provide advertisers with more precise marketing plans.
Ma Hongbin said that Kuaishou, as an advertising platform, will further empower partners to provide advertisers with a full range of marketing conversion services and create a diversified short video marketing format through the four dimensions of traffic reach, content creation, marketing precipitation, and smart marketing. .