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mddrrobin9090
Apr 12, 2022
In Welcome to the Forum
For the international big names represented by LV, the key to competing for the Chinese market lies in grasping online increments and transforming young consumer groups. How to use more localized online channels to efficiently reach consumers has become the key to determining the growth rate. The choice of LV, to some extent, represents the collective thinking of luxury brands. The choice of Xiaohongshu for the first live broadcast is related to the customer group attributes of Xiaohongshu. Founded in 2013, Xiaohongshu was initially positioned to share overseas shopping information. It started with overseas shopping UGC. The early seed users were a group of users with overseas shopping ability and luxury consumption ability. At present, Xiaohongshu, which entered the e-commerce business with Haitao, has become the only unicorn in the Internet industry with a social + e-commerce model, attracting a large number of vertical Phone Number List users in the luxury industry. At present, the number of monthly active users of Xiaohongshu has exceeded 100 million. Although the platform is expanding in the direction of a broader "eating, drinking and playing" pan-lifestyle, fashion brands are still one of its most influential categories. They are mainly female, young, with strong spending power and high willingness to spend. This is a unique customer value that other platforms are difficult to have. Xiaohongshu has a lot of notes about luxury brands Xiaohongshu told "Deep Sound" and "Explosion Rules" that more than 70% of the platform's users are born in the 1990s, and the live broadcast is currently in the internal testing stage. Japanese brand skin care device - it can be seen that the traffic conversion value of Xiaohongshu is very high. Xiaohongshu's customer base, brand positioning, and traffic conversion performance are in line with the needs of luxury brands.
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mddrrobin9090
Apr 05, 2022
In Welcome to the Forum
Douyin’s official verification stated that the content related to “Changjin Lake” on the platform was jointly launched by the producer Bona Films and Douyin, and the video was only six minutes long, and the materials were also from relevant historical materials and promotional videos. , and because of the extremely high playback volume, the producer and the platform guests are very happy. This is not the first time Douyin has encountered the iron fist of the long video platform. Earlier, Tencent Video had sued Douyin and asked it to remove all content related to the hit drama "Sweeping the Black Storm", but Douyin said that , which is also a cooperative promotion project between the drama publisher and Douyin. Going a little further, in April last year, the long video website took the stance of six major factions to besiege the Bright Summit. 17 film and television industry associations, 54 film and television companies, and 5 video platforms jointly issued the "Proposal to Protect Film and Television Copyright". Book". The source of this incident came from the hit drama "Little Shede" at the time. Many short video users posted a number of short videos intercepted from TV dramas on the platform. Mainly users, use the material in the play, plus their own commentary, to quickly spoil the audience. Some commentary videos have reached 4-5 million views. The main content of the "Proposal" of this siege campaign is to call on everyone to protect copyright and boycott unauthorized editing of film and television dramas on short video platforms. Although it looks high-sounding, netizens do not buy it. Some people think that this is an Internet giant like Tencent using the name of maintaining copyright to achieve a monopoly. Some people think that if there is no short video movie commentary to clear the mines for themselves, they would rather not watch Phone Number List movies and TV dramas. No matter what the netizens say, judging from the nearly one-year timeline, the fierce battle between long videos and short videos will continue. Long video platforms have a good understanding of the editing and commentary of film and television dramas. From the perspective of famous traditional long video platforms such as Youku, Tencent, and iQiyi: We worked hard to buy the copyright of film and television dramas. The short video platform used it as a material for secondary creation. What’s even more irritating is that the playback volume of many edited short videos has risen all the way, and even exceeded the playback volume of the copyright owner. Moreover, the fragmented time utilization of short videos and the concise, clear and stimulating content attributes also make more people too lazy to watch the full episodes, but watch a commentary on the short video platform even if they are finished, further causing users of the copyright owner. Loss, vicious circle. In fact, the logic of long video platforms such as Youai Teng on the grounds of copyright seems to be valid. However, from the results, the long video platform’s pursuit of short videos has not improved its own situation, and Youai Teng is still at a loss. At the end of last year, iQiyi broke the news of laying off 40% of its employees.
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