Yu Guoming, director of the Institute of Public opinion at Renmin University of China, believes that China has entered the era of experience economy, whether consumers or the audience of communication, the primary concern is emotional identity.
recently, the popularity of Sanqi Girls' Day has reached a new high again. Why on earth can it counterattack International Working Women's Day International, which has a history of more than a hundred years? Yu Guoming, a specially appointed professor of Changjiang Scholars of the Ministry of Education and director of the Institute of Public opinion of Renmin University of China. Today, China has entered the era of experience economy, whether consumers or the audience of communication, the primary concern is emotional identity. Therefore, compared with the word "woman", which has gradually changed with the arrival 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 to carry forward the emerging festivals, through a variety of marketing means to create a comprehensive carnival atmosphere, so that the festival culture is deeply rooted in the hearts of the people and continues to enrich and continue.
Internet companies have been making festivals like bamboo shoots after a spring rain in recent years. However, festivals are not a few slogans on paper, nor are they mechanized discount promotions. How to gain insight into the consumer psychological needs of target users and reach the sensitive and delicate nerves of users through emotional marketing is a subject that businesses need to study deeply. The efforts made by Baidu glutinous rice in the Girls' Festival, especially in the field of film consumption, are worth pondering by other festival makers. < strong > Festival-making should have a practical basis: big data's quantitative analysis and empirical research provide the festival-making foundation < / strong > Baidu glutinous rice big data's deep insight in the consumption field, which is a strong support for his large-scale festival-making. On the eve of Girls' Day, Baidu Nuomi released a report entitled "big data for female consumption of O2O Life Services", pointing out that China's O2O life service consumption trend is showing a gender reversal, with female consumers accounting for 46% of China's Internet users contributing 62% of the total O2O life service consumption. In 2015, the proportion of female consumption was higher than that of men in the three categories with the highest co-consumption rate: movies + food, movies + hotels and KTV+ food combinations. In addition, compared with International Working Women's Day, the consumption of 3.7Girls' Day can better reflect the feeling of the festival. In addition to catering, the consumption of 3.7Girls' Day is mainly concentrated in movies, hotels, tourism and beauty salons, and the distribution of this consumer category is more like a carnival festival than International Working Women's Day's focus on a single catering category. rather than an ordinary discount promotion. in the film field, Baidu Nuomi has created "three or seven stalls" according to the rules of watching movies in March, releasing the demand and potential of female girls' film consumption during the festival. The rise of the box office in March 2015 may have a lot to do with Baidu's "3.7 Girls' Day" film promotion campaign, which to some extent stimulated the heating up of the March market, according to the China Film Market Watch report released by Yien on March 6. According to data monitored by Baidu Nuomi platform, for the whole of 2015, the ratio of male to female film consumption was 1VR 1.5, compared with 1:2 on Girls' Day 3.7. With such data and evidence, Baidu Nuomi has stepped up its efforts to create a "3.7 girls file" for women this year, creating new opportunities for women to watch movies and fully mobilize the film consumption of female users. in addition to big data's quantitative analysis, Baidu Nuomi also conducted a female consumption survey questionnaire in conjunction with the entertainer laboratory and released the "female consumption behavior Survey: where is all the girls' money?" The report shows that the three consumer categories with the highest correlation rate are movie + food, movie + hotel and KTV+ food, which is consistent with the "big data report on female consumption of O2O Life Services" released by Baidu Nuomi. In addition, the survey also shows that when watching movies with their partner, women are usually the ones who make the "which movie to watch" decision, which also confirms the conclusion that "women are the leading consumers" analyzed by big data of Baidu Nuomi. thus it can be seen that Baidu glutinous rice festival is the use of big data and user research to verify women's strong and urgent consumption motivation at the node of "Panax notoginseng", and appropriately creates an incision for the majority of female consumers to dote on and delight themselves. The most important thing about the Internet festival is not to "create", but to cater to the demand and push the boat along the river. < strong > make the festival with moving feelings: women's self-identity video breaks tens of millions of websites < / strong > Women's thoughts are mostly more sensitive and delicate, so when there is enough data to support it, the creation of Girls' Day needs to arouse women's emotional needs and resonate with their hearts. Baidu Nuomi Film launched a video called "every Girl is a Movie" during the Sanqi Girls' Day, which has been viewed more than 10 million times on major video websites, which has touched the majority of women's deepest thinking about themselves. 
for modern women Often one person plays different roles, including daughters, students, employees, friends and lovers. The answer to "what a girl should be" is obviously different. The video of Baidu Nuomi movie discusses the topic of self-identity such as "what is a girl". By bringing together female images from different types of films, such as youth films, cartoons, adventure films, action films, martial arts films, thrillers, etc., girls are compared to different types of films, but put forward that "maybe you don't belong to any kind of film." But no matter what kind of girl you are, in our eyes, you are the unique best picture, because every girl deserves to be appreciated.
dig deep into the cultural connotation of Sanqi Girls' Day. In fact, it is not only a holiday for girls at school, but also extends to the whole society of women to their own identity, regardless of age and identity, can maintain the most authentic and primitive self. Baidu Nuomi movies and videos put forward the issue of "every girl deserves to be appreciated", which directly hits the most emotional corner of women's hearts. At the same time, it also strengthens the connection between women and movies-each girl is the heroine of her own film. During the festival to take advantage of the opportunity to launch such emotional video, the female self-identity into the marketing, compared with simple promotional discounts, it will obviously be more effective to enhance the popularity of the brand, it is not unwise. < strong > Festivals should be creative: luxury of famous bags and delicacy of popcorn < / strong > in addition to big data's insightful and emotional brand marketing videos, festivals also need creative offline activities. Baidu Nuomi movies launched a combination of "luxury of famous bags and delicious popcorn" to build a "Baidu Nuomi Film duty-free store" in conjunction with Taiguri Meijia Happy Cinema in Sanlitun, Beijing during the Girls' Festival. All girls who watch the movie on that day can get popcorn packed with "big-name bags" in the "duty-free shop". In addition, handsome, tall male models in black suits offer considerate and meticulous service to meet all the physical and psychological needs of girls. 
McKinsey survey found that female consumers' enthusiasm for "saving money" is not as enthusiastic as the public impression. On the contrary, services with a sense of surprise are more likely to trigger the recognition and purchase of female consumers, and form a brand goodwill. For a long time, Baidu Nuomi movies have made remarkable achievements in creating an amazing viewing experience for users. the idea of brand-name packaging popcorn, in addition to being full of interest, also reflects Baidu Nuomi films' omni-directional insight into the psychology of female consumers. at the same time, "male model", "duty-free shop" and other services show a focus on details, full of sincerity, can be called the most ingenious creativity. It also makes the atmosphere of female festival carnival further upsurge, so that the festival-making action falls to the ground successfully. Internet festivals need to provide consumers with more personalized and humanized goods and services. Baidu Nuomi aims at the potential market of Sanqi Girls' Day and Sanqi movies through big data quantitative analysis, carries on the data evidence with the user survey, and guides the emotional marketing with the help of big data. Move perceptual female users with delicate feelings and wandering creative activities, form a complete festival closed loop, successfully set off a festive atmosphere and deepen brand recognition. It is believed that with the rise of her economy, the Sanqi Girls' Festival created by Baidu Nuomi will become the most important and successful festival for women.
Edit: queenie
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