Cover news reporter Wu Yujia
In 2021, the consumer content community track is extremely intense. The construction of mature content communities such as Xiaohongshu, Zhihu, and what is worth buying has accelerated, and short video platforms such as Kuaishou and Douyin have been actively laid out, as a booster for new lifestyles and new consumption, and the value of content consumption communities has been further highlighted.
How can I boost my product sales with content? And how to empower brand value through content. On January 14, Sui Guodong, founder and chairman of Beijing Worth Buy Technology Co., Ltd., shared his keywords for 2021 and his outlook for 2022 in an exclusive interview with the cover news.
Cover News: For you, what are the keywords for 2021? Why?
Sui Guodong: In my opinion, the key word in 2021 is rationality.
The more obvious feature of 2021 is that the incremental dividend is no longer there, because of the impact of the environment, whether it is an enterprise or an individual, everyone's choice is often more prudent, compared to the past development logic, the value of rationality returns to a very important position.
Reflected in the consumer industry, I think one of the most important characteristics of consumers in 2021 is that consumers are becoming more rational. Rational consumption is not to refuse consumption, nor is it the ultimate actuarial calculation, I think it is more like consumers have more mastery of their own decision-making autonomy in spending money, spending money can be, but to spend it right, spend it worth it. And this "value" is not only the price level, but also can contain multiple dimensions such as brand, performance, and emotion, and contains the judgment of the value of each consumer. This is our understanding of rational consumption.
Cover News: What do you think of 2022? Why?
Sui Guodong: I think that one of the priorities of consumer industry practitioners in 2022 is to serve the demand for rational consumption. What needs to be done includes:
The first is authentic content. In recent years, the market has begun to see the voice of "anti-planting grass", and some young consumers refuse to follow the trend, so real information, evaluation and comments will be more effective in supporting their decisions. Therefore, the content platform should still adhere to the content as the core, create a good community atmosphere, and provide users with more authentic consumer content.
The second is refined operation, brands need multiple touchpoints to accurately expose and reach the consumer circle, through more vertical content to pry consumer minds, to meet the consumer demand of thousands of people.
The third is multiple outputs, that is, the layout of full-flow field entrances, so that high-quality content can be carried with rich and high-quality carriers, which can be seen by more people in the whole region.
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