The battle for traffic is coming to an end, and community media will usher in a bonus era in 2022!

What is community marketing? If you choose Baidu, it will tell you:

"With the development of China's social economy and real estate industry, the vast majority of the population in cities have formed a community-based lifestyle based on their own residential formats. "Community marketing" was born in such an environment and background."

In fact, the earliest concept of community in China actually originated from BBS (electronic bulletin board). At that time, a large number of Internet giants including Ma Huateng and Ding Lei were loyal supporters of the community, and even Baidu's initial positioning was just "community search".

With the rapid rise of the Internet and the different interpretations and transformations of the concept of "community" by major giants, online traffic has gradually become the first goal pursued by brands.

Looking at the marketing trends in 2022, it is not difficult to see that the cost of online traffic continues to rise, brand competition intensifies, and consumers themselves want to return to the community. Community marketing has returned again and truly become the "last mile" to reach the mainstream consumer groups. Therefore, in 2022, the traffic battle will come to an end, and community media will usher in a bonus era.

1. The essence of a transaction is a trust relationship

Chinese business leader Zhong Tingsen once said: The essence of a transaction is a trust relationship. For most brands that focus on consumer experience, how to convey product advantages to consumers and achieve the first level of trust is crucial.

Compared with conventional Internet promotion and large-channel event exposure, this is the advantage of community marketing.

According to industry data, the conversion of conventional consumer goods in a short period of time requires at least 6-8 times of multi-platform exposure, and this is based on the brand having sufficient budget and scheduling. If it encounters key e-commerce nodes such as 618 and Double 11, the competition for traffic and price will be extremely uncertain.

As an important scene for consumers to live and work for a long time, the community has great advantages in offline experience and reach. Feng Bin, founder of Huang Tiane and chairman of Fengji Food Group, mentioned in his keynote speech "Insight into New Consumption in the Community, Creating Category First": The community is a value depression that deeply links consumers' lives. Carrying out brand communication around core groups in the community and strengthening brand awareness can better impress users, buyers, and marketing decision makers in the same scene.

Huang Tiane has quickly gained the trust and love of consumers by leveraging its reach into community and family consumption scenarios. It has firmly ranked No. 1 in monthly sales in the egg category on Tmall, and has a market share of more than 70% in the category of raw edible eggs!

A similar example is Dong'e Ejiao, a brand that was once considered "seriously aging". After deciding to enter the "national trend health care" segment, Dong'e Ejiao joined hands with Xinchao to re-establish the "people, goods and places" needed by the traditional Chinese medicine industry.

Community marketing is used to deeply connect with family consumers, comprehensively cover community scenarios, and efficiently build distribution networks. This greatly shortens consumer links while completing the theoretical closed loop of marketing.

"The national tonic Dong'e Ejiao" is becoming a consensus among more and more consumers and is constantly deepening its reputation among consumers, thereby achieving the fission from trust to purchase and then to sharing.

As the key factor in determining retention and repurchase, if you want to build a channel of trust with consumers, in addition to the community scene construction similar to Huang Tian'e and the accumulated popularity of Dong'e Ejiao itself, the product itself must also be hardcore enough.

As a top brand in the storage industry, Taili Technology has been deeply involved in the home storage industry for more than 20 years, focusing on the field of vacuum technology and owning more than 700 patent technologies worldwide. Taili Technology keeps pace with the times and shifts its focus to community marketing, achieving a strong combination of brand power and media, strongly seizing the minds of consumers and injecting fresh vitality into the brand.

The combination of excellent products, the expansion of online strategies and the deepening of trust in community marketing has become the first important magic weapon for many brands to break out of their circle.

2. Connection from scene to conversion

The exposure of a single online traffic is often concentrated and explosive, and will have good results in terms of node harvesting and product innovation. However, its disadvantages are also obvious. The long tail effect is short, and the sustainability also requires budget injection and word-of-mouth fermentation. Due to multi-brand competition, the accuracy of online reach is also affected by multiple attributes such as crowd package setting and delivery platform.

How to fully leverage the advantages of online traffic and how to achieve precise reach through scenario-based marketing have become the second lesson that marketers need to do.

With the support of data from many authoritative institutions, HOTSUIT has developed two core sweat-inducing technologies: heat-control silver Silver-HeatREG and heat-control graphene GF-HeatREG. The sweat-inducing suits launched on this basis have quickly gained recognition from consumers.

Behind this is Houxiu's omni-channel operation and maintenance, its efforts to accurately penetrate the sports community and seize the minds of consumers, and it is also the promotion of the new trend of "repeated exposure, high-frequency reach, and deepening trust."

Houxiu provides a very good example of marketing in the new era, that is, how brands can combine online fermentation with offline conversion.

Online, Houxiu seized the opportunity of celebrities, fitness experts, and KOLs to promote its products on channels such as Xiaohongshu and Douyin, and invited celebrities to check in during exercise to accumulate brand reputation; offline, Houxiu used the "one body and two wings" media ecology of Xinchao Media as a connection to connect the online and offline dual scenarios of consumers, and completed the full-link growth from promoting products to pulling out products.

In addition to emerging brands (innovative categories) like Houxiu, Jiannanchun, a top brand in the most competitive wine industry, has also used community marketing to penetrate consumer scenarios and achieve a full-link "community-business".

In terms of scene coverage, Jiannanchun has occupied the community scene through the trendy elevator smart screen that dominates the screen, reaching the family consumer group with the advantages of closed environment + high-frequency exposure + repeated contact + combination of sound and picture , and completing in-depth communication with the target audience; in addition, Jiannanchun has also obtained extremely high-quality business location resources through the "purification" of the trendy pure business network, and while accurately connecting with higher-quality housing groups, it has completed the deep cultivation of business audiences with strong and intensive penetration.

3. Vigorous vitality empowered by new technologies

What are the advantages of community marketing advertising? In addition to the trust index improvement and the connection from scene to conversion mentioned above, there is another point in "hardware" - new technology begins to focus on community ladder media, and provides more gameplay and more effective communication for ladder media, a community marketing.

"The Leckey height-adjustable desk, one rise and one fall, straight", this simple brand slogan has entered the minds of many consumers in a straightforward and concise way. Through the advantages of the lift media in physical space, Leckey has pulled users into its marketing space, and based on the premise of being close to consumers (office white-collar workers, TV drama lovers, and students at their desks), it has implanted the product's benefits and brand image into the hearts of consumers.

Among the many brands that have entered the field of educational intelligence, iFLYTEK has quickly stood out with its years of technical barriers and unique GBC linkage model. In order to deeply reach consumers (separation of use and purchase), in addition to dominating the community elevator smart screen, iFLYTEK also landed on the Niukuangkuang elevator poster open platform under Xinchao, integrating traffic while reaching core consumers with lower communication costs, and ultimately achieved exponential growth in the industry.

As the traffic effect cannot be monitored, which is often criticized by brands, Xinchao took the lead in building the first offline digital advertising platform in China (Life Circle Smart Investment), making brand advertising a free iterative thing, just like online advertising. Brand owners can test and attribute the effect of advertising, accurately identify crowd portraits, and achieve continuous optimization! It greatly improves the visualization of community marketing!

Carter Rabbit, which also produces products that can be used but not purchased separately, has also invested in Xinchao Media's "one body, two wings" ecological media platform, equating itself with healthy and professional baby and children's shoes.

In terms of content presentation, Carter Rabbit has seized the unique advantages of ladder media: Xinchao divides the smart screen into upper and lower screens, playing product promotion advertisements and displaying brand information coexist, thus forming a multi-dimensional content presentation of "brand advertisements + brand information". In this way, on the one hand, it supports the creative expression of the brand, and on the other hand, it also meets the requirements of high-frequency touch and combination of sound and picture in a closed environment.

With the progress of the times, community marketing is no longer a simple form of delivery in people’s minds, but has shown vigorous vitality with the support of technology.

Looking back at the ups and downs of community marketing, the combined effects of products, strategies, channels and other factors have given brands more comprehensive and diversified growth opportunities. Choosing the right direction and getting out of the traffic dilemma requires more insights and attempts. The times will push brands forward, but the brand's own foresight is still an important secret to staying ahead!

Author: Editorial Department

WeChat Official Account: Community Marketing Research Institute