On July 27th, the fourth Media Mechanics Forum was successfully held at Shanghai CMG Integrated Media Cinema. Representatives from multiple media ecosystems, including institutions, associations, media providers, and agents, came to share their understanding of the media ecosystem and practical experience. Keywords such as AIGC, social media, explosive products, Z-era, mind, content value, large screen, and agile optimization have become frequently mentioned hot topics in this forum.
He Jiaxun, professor at East China Normal University, the Chinese dean of the Asia Europe Business School, and the director of the National Brand Strategy Research Center, delivered a keynote speech on New Paradigm of Strategic Brand Management. Professor He proposed a new theoretical system for strategic brand management based on the dual nature of brand theory, which emphasizes the synergy between enterprises and customers. He believes that brand management should follow the dual nature of branding, integrate company strategy and marketing, and connect business strategy and functional strategy. In the era of intelligent technology, he proposed the transformation of three paradigms of strategic brand management: from manager led to entrepreneur led; Shift from cultural establishment of brand added value to technological establishment of new brand value structure; Shift from traditional brand positioning to dynamic brand positioning.
At the opening ceremony, Zhao Jie, President of Miaozhen System, reviewed the development of media mechanics for the guests present, analogizing the media field to physics and discovering that the power of touch, content, and touch are the fundamental abilities that determine the strength of the media field. Therefore, She proposed the theoretical framework of media mechanics to help brands explore new opportunities in complex environments. Up to now, as an expert in marketing effectiveness management, the second hand has never changed its original intention. In the forum, it will work together with various ecological parties to interpret the three major growth strategies of advertising, social media, and brand. Assist brands in practicing agile content speed and advertising scale, ultimately crossing the cycle and achieving growth.
Huo Yan, Deputy Secretary General of the China Advertising Association, attended and delivered a welcome speech. Huo Yan reviewed a series of favorable policies for the advertising industry in countries such as the 2023 Draft of the National Industrial Adjustment Guidance Catalogue and the China Digital Economy Core Industry Catalogue, helping the advertising industry to operate with diligence and speed, and boosting confidence for advertisers. At the same time, the China Advertising Association has united many excellent ecological enterprises represented by the second hand to jointly create a standardized system and public service platform for the entire industry, build a high-quality digital advertising ecological environment, and achieve stability and prosperity. Finally, she called on all ecological parties to work together to promote the high-quality development of digital advertising.
The advent of the AIGC era has brought about foreseeable new changes in the marketing industry. Sun Fangchao, Senior Vice President of Minglue Technology and Product Manager of Social Studio for Miaozhen Systems, delivered a keynote speech on The Impact and Response of Marketing Productivity Explosion on the Industry. He introduced it from a folk story called “An Extra Collection of Three or Five Dous”, and proposed equivalent high priced “food” from abroad. At that time, the villagers who had not yet formed mechanization in agriculture should consider how to respond. The significance of artificial intelligence in marketing not only lies in improving the efficiency of insight, creativity, and communication, but also has certain substitutive challenges for basic mental workers, agency, and so on. To achieve AI landing, brands need to start from a small perspective, focus on optimizing their own business, and find the evolution of wooden bucket shortcomings in the sorting process after achieving a single breakthrough Replacement.
As a highly concentrated young generation in China, what sparks will be generated by the cooperation with FMCG on Bilibili? Bilibili product expert Yang Yang revealed the answer to everyone through the actual case of McDonald's. Unlike network flow operation, the attributes of the B site interest community create a highly resonant circle culture, with rich content with high stickiness and long-term fermentation mechanism, which can effectively enhance user interaction with the brand, enhance brand goodwill and loyalty, and bring higher retained user operation value to the brand. Under different circles of culture, there are dedicated UP owners who provide creative content propositions, such as fancy cuisine in the food circle, leading companions in the life circle, and official ending ghosts in the funny circle, to bring network flow back to the brand and ignite cultural resonance in the circles.
Wang Shan, an expert in social media insight solutions for the Miao zhen system, entered the audience from the circle and explained the mental battle of young consumers, analyzing the path of brand rejuvenation and how to fix and break the circle. Miaozhen has released a Q2 Chinese consumer interest circle map, giving traditional STP crowd positioning methodology a new look with greater agility, and taking the lead in helping advertisers achieve concrete crowd circle positioning strategies and permeable content and emotional value strategies. Media platforms, on the other hand, can enhance the advertising effectiveness of advertisers, enhance platform commercialization, and achieve win-win by highly coupling interested audiences and content.
The afternoon event was opened by Fang Jun, the person in charge of purchasing data for Qunyi Media and the general manager of Qunyi Think Tank. At the beginning of the speech, he reviewed the changes in media and traffic over the past three years, and the most obvious feature was the decline in digital media flow. Consumers' online and offline behaviors were mixed and integrated, forming a new consumption scenario. The good news is that compared to last year, consumers' minds are gradually thawing, and brands need to re understand the scene, revitalize the global link, continuously strengthen brand relevance, and seize the opportunity to reshape brand consensus.
What are the new opportunities for media growth in the digital economy today? Zhang Shuo, General Manager of Kukai Digital Marketing Division, delivered a keynote speech on Innovative Technology and Digital Intelligence Marketing Together. She cites the thinking of a marketing professor at Stanford University in the United States, stating that when a rich evaluation system weakens the impact of brand power, what will become the core fulcrum of a brand? This involves resonating with the value of deep linking with users. The large screen is a carrier for users to co create cultural values with the brand. With the support of AI technology, it is entirely possible to achieve the good vision of co creation between the brand and users in the future.
Liu Chao, Deputy General Manager of Hisense Advertising Product Business Unit, delivered speech titled Gathering People with Screens and Appreciating Quality. In the post pandemic era of marketing, we are more concerned with quality development. When the overall OTT user coverage and the scale of Chinese netizens are infinitely close, user centered technological innovation and product upgrading may be the only correct way to help brands go far. On major IPs such as the Asian Games, by integrating the focus, network flow, and marketing, home screen marketing will once again usher in a shining moment.
