How do brands play social marketing? The rookie station gives a new solution.

From the perspective of consumption behavior, consumers are gradually returning to the "15 minute life circle". Community residents can enjoy convenient, fast and comfortable community services within a 0/5-minute walking distance from their residence/kloc-. At the end of 2002 12, the Ministry of Commerce and other departments jointly issued the "Opinions on Promoting the Construction of a 15-minute Convenient Living Circle in Cities", calling for more community convenience services to meet residents' daily consumption and quality consumption. The brand is also "moving with the wind"-Haidilao has established a community operation division, and home experience brands such as air fryers, projectors and floor washers have grown rapidly, opening up a new track for lifestyle; More importantly, in the community atmosphere of mutual assistance and mutual assistance, community group buying by using the community relationship chain to reduce prices has become a common practice, and community commerce has ushered in a development trend. At the same time, brand marketing in the community has been paid more and more attention by brands. In this niche market to be developed, how to seize the first-Mover advantage and better achieve product synergy? The rookie station may have given a new solution. 0 1 rookie digital advertising, it is still an industry knowledge to let brands immerse themselves in community marketing. Due to the complex community structure and great regional differences,100000 communities have100000 styles. How to analyze these diverse communities and find their target customers? It is not simple for the brand. In fact, if a brand wants to enter the community, it must first find the greatest common denominator in the community scene. The rookie station may be one of the positions where the domestic e-commerce crowd is highly concentrated, and it is also a new traffic field with quantity and quality. In the eyes of many brands, the rookie station is the greatest common denominator. Eight-way traffic, one place closed-rookie digital advertising not only covers Taobao traffic such as Tmall, but also covers eight types of traffic such as platform e-commerce, direct e-commerce and content e-commerce, providing services for 654.38 billion e-commerce users and/kloc-0.00 billion parcels nationwide, and helping brands to precipitate online and offline user assets through digital means. In addition to express service, rookie also provides other near-field life services. Specifically, the rookie station has upgraded from a parcel manager to a one-stop digital community life service station through the interactive position of the online rookie APP and the comprehensive community services such as laundry and retail in the offline station, which brings better service experience to consumers and creates more cooperation space and * * * possibilities for brand marketing to immerse in community life. When receiving express delivery becomes a high-frequency scene for consumers, the rookie digital advertising business is creating a new scene marketing position for the last mile of e-commerce by integrating the network resources of rookie APP and rookie station stores. It is understood that during the double 1 1 this year, the number of brand customers of rookie digital advertising exceeded 20, covering beauty, food, automobiles, home appliances and other categories, inciting the tens of billions of traffic in communities and campuses and beginning to accelerate the expansion in the field of digital advertising. How to tell a good brand story in the community? The popularity of the rookie station soars every year from the first day to the second day 1 1, becoming a gathering place for many people from the company to their homes at two o'clock and one line every day. Last year's Guo Chao station, Shuang 1 1, was such a striking new punching point. During the period of 20021double 1 1, Cainiao Station and "National Treasure" IP jointly launched the "Guo Chao Station" activity, inviting national brands such as Lin Qingxuan and Zhongan Insurance to participate in it to help the activity. During the event, consumers can not only extract the national tide blind box on the rookie APP, but also experience the national tide pop-up shop transformed by the rookie station offline. Pop-up shop also has brand product experience, brand welfare lottery, brand live broadcast, spot shopping guide and so on. You can enjoy star-rated brand service at your doorstep. It is understood that through this integrated marketing campaign, Lin Qingxuan has exposed more than 40 million people in the near field, and the number of new customers has increased by nearly 5 W, and the overall ROI is >1. This is a microcosm of fancy marketing of rookie digital advertising, and it is also the embodiment of the effect of "four forces aggregation" of rookie digital advertising. "Four forces aggregation" specifically refers to the rookie helping the brand to achieve product-effect synergy through ecological force+penetration force+transformation force+data force. 1, ecological power: traffic+media ecology, realizing full-frequency vibration * * * To do marketing, you must first have traffic-rookie station has become the largest offline community traffic center in China. The data shows that rookie stations cover more than 200 cities in China, and 1.7 million terminal stations are widely distributed in cities, campuses and villages, affecting more than 1 100 million consumers. It has become the core service scene for community residents to pick up and deliver express delivery, and it has also become a community traffic pool that gathers high-frequency, just-needed, and massive e-commerce consumption. At the same time, the online rookie APP, as an integrated package management artifact, has exceeded 60 million MAU. On campus, the rookie station covers more than 3,000 college parks in China, covering nearly 30 million college teachers and students, handling nearly10 million packages every day, with high crowd concentration and strong consumption power. In addition, rookie digital advertising has built a rich media ecosystem on the basis of traffic advantages and scene advantages, and has unique IP resources and content planning capabilities, helping brands achieve product synergy through online and offline global linkage. In addition to its own media products, Cainiao also cooperates with Ali Ecological Resources and other friendly media to expand brand influence through all channels. The multi-channel, multi-dimensional and diversified three-dimensional media ecology provides more space for brand marketing. 2. Infiltration: release near-field effect and build brand personality. Compared with effect advertising, brand advertising pays more attention to telling brand stories and reconstructing the relationship with consumers. The advantage of rookie digital advertising is to establish brand association in life scenes and strengthen consumer memory. How to tell a good brand story? The rookie first provided accurate traffic reach. Yibang Power learned that the rookie station accurately delivers tens of millions of packages to the target users every day, and the rookie also has data analysis capabilities such as LBS and crowd insight for such huge traffic. On this basis, the rookie can provide a strong scale and position exposure for the brand. For example, during the World Cup, Master Kong cooperated with rookie digital advertising in campus near-field marketing. Through the media form of the theme station, the exposure of multiple offline media combinations, such as on-site parcel shelf, parcel pick-up code receipt and aerial camera, is strongly linked, so that every visual contact is integrated into the advertisement without affecting the pick-up experience, and a more shocking exposure effect is achieved. In order to help brands tell good stories, rookie also helps brands and consumers achieve "brand creation". Rookie will create brand carnival through theme flash activities, and also create phenomenal events through multimedia interaction. For example, this year's school season, rookie digital advertising and many brands launched "Come on! The "College Students" activity, while encouraging college students to set up flags and provide fancy benefits, allows brands to play with the Z generation, and realizes brand exposure, content drainage and mental preemption of Z generation users. From fancy welfare play to innovative public welfare, students can be said to be more surprised, more United and more public welfare in the activities. The rookie station has also become a new position for the brand to reach the Z era in the process of setting up a flag for everyone. It is understood that as of September 20, more than 2,000 colleges and universities and nearly10 million college students have participated in the public welfare activities of the rookie station. Online listing and database building have also become the most fashionable way for college students to repay their alma mater this school season. In this process, the differentiated cognition of brand building also exerts a subtle influence on college students. 3. Transformation power: shorten the decision-making path and realize efficient transformation; In addition to global traffic, rookie digital advertising can also help brands shorten the decision-making path, operate the whole link efficiently, and improve user conversion efficiency. In the rookie APP, if you see satisfactory products in the boot screen, information flow, interactive positions and other content terminals, you can realize one-click purchase in the rookie APP. In addition, the rookie also cooperated with Caicai to realize the experience and purchase change from store to home. It is understood that since the end of July this year, Amoy Caicai announced to provide free home delivery service, which has become a new choice for consumers and a new channel for brands to enter the community. The brand promotion and offline experience of rookie digital advertising, coupled with the sales transformation and door-to-door delivery of Amoy Caicai, have pushed community marketing to a higher latitude, and also provided a new landing space for brand promotion activities, attracting new customers and promoting new products. 4. Data power: technology empowers the whole chain and precipitates brand assets. Behind the rookie digital advertisement is full-link digitalization, which can accurately reach the express service scene around consumers and visualize the delivery effect. For rookie digital advertising: Before launching, the brand can gain insight into the target community and crowd through the LBS ability of rookie CDMP, and accurately capture the target crowd. In the process of advertising, through manual and third-party data monitoring, we can continuously track the effect data, analyze the whole link of advertising, optimize the allocation of people, creativity and resources, and pursue better advertising effect. After the launch, the crowd data will be deposited in the Tmall brand database, and the deposited data can be analyzed by using the standard quantifiable evaluation system to transform the AIPL relationship and evaluate the ROI. Close to users and create a new position of community scene marketing. In September 2022, at the user growth summit of Yibang Future Retail Conference, Su Dao, general manager of the digital intelligence business of Rookie Station, once mentioned, "We must find ways to find more scenes and find scenes closer to the transaction and more enjoyable for users; It is increasingly impossible for us to deliver the whole process to a single customer, but we can deliver it to a specific group more accurately, and such a medium will be more valuable. "In the second half of new retail, we won in brand and innovation. Only by constantly innovating and changing its model and strategy can a brand stand out from the fierce competition. The service and traffic value of offline direct outlets and locations can be tapped again, and the strong passenger flow advantage makes the emerging omni-channel operation outlets of "Rookie Station" not short of traffic; In addition, platform order distribution, data empowerment and service blessing also help its rapid development. It can be said that at present, there is no scene in China that can reach the same group of users online and offline like a rookie. At the same time, the multi-service scene of the rookie also makes brand marketing more possible. This more life-oriented space of community, with its own labels of affection, trust, healing and care, just meets the value that the brand wants to convey to users, and also makes the community gradually become a new position of brand marketing.