Online movie platforms create three axes: big data + emotions + creativity

Yu Guoming, director of the Institute of Public Opinion at Renmin University of China, believes that today's China has entered the era of experience economy. Whether consumers or communication audiences, the primary concern is emotional recognition.

Recently, the popularity of the 37th Women's Day has once again reached a new high. Why can this festival, which has only entered the public's eye in recent years, be able to counterattack the 38th International Women's Day, which has a history of more than 100 years? Yu Guoming, distinguished professor of the Yangtze River Scholar of the Ministry of Education and Renmin University of China, believes that today's China has entered the era of experience economy. Whether consumers or audiences of communication, the primary focus is emotional recognition. Therefore, compared with the word "women" that has gradually changed with the advent and deepening of the Internet era, consumers and communication audiences are more likely to accept the term "girl". On the other hand, Internet e-commerce is an important force in carrying forward emerging festivals. It uses various marketing methods to create a comprehensive carnival atmosphere, allowing festival culture to be deeply rooted in the hearts of the people and continuously enriched and continued.

Internet companies have mushroomed in recent years. However, festivals are not just slogans on paper, nor are they mechanized discounts. How to gain insight into the consumer psychological needs of target users and effectively reach users 'sensitive and delicate nerves through emotional marketing is a topic that merchants need in-depth research. Baidu glutinous rice's efforts in making girls 'festivals, especially in the field of film consumption, are worth pondering by other festival makers.

There must be a practical basis for creating festivals: quantitative analysis and empirical research of big data provide the basis for creating festivals

. Baidu glutinous rice big data has in-depth insight into the consumption field, which is a strong support for its large-scale festival creation. On the eve of Girls 'Day, Baidu Nuomi released the "Big Data on Women's Consumption of O2O Life Services" report, pointing out that my country's O2O life services consumption trend is showing a gender inversion phenomenon. Female consumers, who account for 46% of my country's Internet users, contribute 62% of O2O life services. Total consumption; among the three categories with the highest consumption rates in 2015: movies + food, movies + hotels, and KTV+ food combinations, women's consumption accounted for higher than that of men. In addition, compared with Women's Day, the consumption on 3.7 Girls 'Day can better reflect the feeling of the festival. In addition to catering, consumption on 3.7 Girls 'Day is mainly concentrated in movies, hotels, tourism and beauty salons. Compared with the distribution of this consumer goods on Women's Day, which is concentrated in a single catering category, it is more like a carnival festival rather than ordinary discount promotions.

In the field of film, Baidu Nuomi has created a "thirty-seven" stall for the movie-watching rules in March to release the needs and potential of women and girls in film consumption during the Festival. Yien.com released the "China Film Market Observation" report on March 6, pointing out that the rise of the box office in March 2015 may have a lot to do with Baidu Nuomi's in-depth efforts to promote the "3.7 Girls 'Day" movie, which to a certain extent stimulated the market in March. According to monitoring data from Baidu Nuomi Platform, in 2015, the ratio of male and female movie consumption was 1: 1.5, while the ratio of male and female movie consumption on the "3.7 Girls 'Day" was 1:2. With such data evidence, Baidu Nuomi has stepped up efforts to create a "3.7 Girls 'Box" for women this year, creating new opportunities for women to watch movies and fully mobilizing the movie consumption of female users.

In addition to quantitative analysis of big data, Baidu Nuomi also teamed up with the Entertainer Laboratory to conduct a female consumption survey questionnaire and released the "Survey of Women's Consumption Behavior: Where Did All the Girls 'Money Go?" The report shows that the three major consumer goods categories with the highest correlation rates are movies + food, movies + hotels, and KTV+ food, which are consistent with the results of the "O2O Life Services Women's Consumption Big Data Report" released by Baidu Nuomi. In addition, the survey also shows that when watching movies with their partner, women are usually the one who makes the decision of "which movie to watch", which is also consistent with the conclusion that "women are the dominant consumers" analyzed by Baidu Nuomi Big Data.

It can be seen that Baidu's glutinous rice festival uses big data and user research to verify women's strong and urgent consumption motivations at the "37" node, and appropriately creates a place for the majority of female consumers to pamper themselves and delight themselves. cut. The most important thing about creating Internet festivals is not to "make them raw", but to cater to demand and push the boat with the current.

Creating festivals requires touching feelings: Women's self-identification videos have tens of millions of clicks across the Internet.

Most women's thoughts are more sensitive and delicate. Therefore, when there is enough data support, the creation of Girls 'Day needs to arouse women's emotional needs and resonate with it. It resonates with the soul. Baidu Nuomi Film launched a video titled "Every Girl is a Movie" during the March 7 Girls 'Day. The number of views exceeded 10 million on major video websites, which is touching the deepest thoughts of women about themselves.

For modern women, one person often plays different roles, including daughters, students, employees, friends, lovers... The answers to "what a girl should be like" are obviously different. The video of Baidu Nuomi Movies explores the topic of self-identification of "What is a girl". By gathering female images in different types of films such as youth films, cartoons, adventure films, action films, martial arts films, and thrillers, girls are compared to different types of films. But he also suggested,"Maybe you don't belong to any kind of movie, but no matter what kind of girl you are, in our eyes, you are the unique best movie, because every girl deserves to be appreciated."

Diving deep into the cultural connotation of the Sanqi Girls 'Day is actually not just a festival for girls in school, but extends to the identity of women in the whole society. Regardless of their age and identity, they can maintain their most authentic and original selves. The topic of "every girl is worth being appreciated" raised in the Baidu Nuomi movie video hits the most emotional corner of women's hearts, and also strengthens the connection between women and movies-every girl is the heroine of her own movie. Taking advantage of the opportunity to launch such a sentimental and emotional video during the festival, which integrates women's self-identity into marketing, will obviously be more effective in enhancing brand goodwill compared with simple promotional discounts. It is not a brilliant idea.

Celebrating festivals requires creative ideas:

In addition to big data insights and brand marketing videos that follow the sentimental route, festivals require creative offline activities. Baidu glutinous rice films launched a combination of "Light Luxury of Famous Brand Bag + Delicious Popcorn". During the Girls 'Day, it teamed up with Meijia Happy Studios in Taikoli, Sanlitun, Beijing to build a "Baidu glutinous rice film duty-free shop." All girls watching the movie that day can get popcorn packed in "big-name bags" at the "duty-free shop". In addition, the handsome and tall male models in black suits provide considerate and meticulous services, satisfying the girls 'physiological needs.

McKinsey's research found that female consumers are not as enthusiastic about "saving money" as the public impression. On the contrary, services with surprises are more likely to attract recognition and purchase from female consumers, and form brand goodwill. Baidu glutinous rice films have always made remarkable achievements in creating a surprising movie-watching experience for users. This time, the creativity of brand-name packaging popcorn is not only full of fun, but also reflects the psychological impact of Baidu glutinous rice films on female consumers. Comprehensive insight, at the same time,"male models","duty-free shops" and other services show attention to details, full of sincerity, and can be called the most thoughtful creativity, which has also further increased the atmosphere of women's festival carnival and made the festival-making operation a success.

To create festivals on the Internet, we need to provide consumers with more personalized and humane goods and services. Baidu Nuomi targets the potential market of Sanqi Girls 'Day and Sanqi movies through quantitative analysis of big data. It uses user surveys to provide data support, and uses big data to guide emotional marketing to impress emotional marketing with delicate feelings and heart-to-heart creative activities. Female users have formed a complete closed loop of festival creation, successfully setting off a festive atmosphere and deepening brand recognition. I believe that with the rise of the "she" economy, the Sanqi Girls 'Day created by Baidu Nuomi will become the most important and successful festival event created for the female group.

Editor: queenie