Insights, make business happen.
On April 12, the 2024 Digital Storytelling D3 Intelligent Marketing Forum with the theme of "Social to Sales Insights Make Business Happen" was successfully held in Shanghai. Reconstruct the relationship between brand and business, and break the advanced vitality of sustainable growth of brand business.
01 全新战略：Social to Sales，洞察让生意发生
Dr. Xu Yabo, Founder and CEO of DataStorytelling, delivered a keynote speech on "Social to Sales, Insight Makes Business Happen" at the conference, and released the new strategy of Datastorytelling in 2024.
In his speech, Dr. Xu Yabo also gave an in-depth interpretation of the current paradigm change in social media marketing:
At present, social media is not only a life field that carries different lifestyles, but also an emotional field that witnesses the changes in consumer emotions, and it is also a brand vanity fair. When the Internet celebrity formula fails and brand power returns, "content + social networking" has become a new bridge connecting brands and consumers, influencing consumers with content and building user relationships and assets, which have become the two major issues for brands in the social native era.
In line with the change of the social paradigm, Digital Storytelling will also upgrade its strategy, Dr. Xu Yabo announced: "Focusing on the core concept of data-driven business growth, we officially released the new strategy 'Social to Sales' in 2024, taking AI + Social data insights as the origin, comprehensively empowering brands with practical value, providing business insights with action value, building a business engine in the AI era, and truly achieving growth results." He also elaborated on the core essence of the new strategy, laying out a full-link AI-empowered product and service system from data insights to business engines, connecting ecological partners, and deeply connecting new businesses in the social field.
Data Insights: Deliver actionable business insights. Use data science to allocate budgets, match AI + insight into new opportunities for products, learn from the practical experience of millions of merchants to nugget the blue ocean track of e-commerce, and use data insights to drive business occurrence.
Business Engine: Deliver results, not just data and tools. Truly stand with your customers and only pay for revenue results. Through AI+ automated products and operations, more people are driven, and the closed-loop of word-of-mouth communication fission business transformation link is realized, bringing more actual volume and clues.
AI empowerment: Accelerate everything with AI. AI × analysis, AI × content, AI × services, AI × operations...... Combine various business scenarios and use AI to improve business efficiency.
In 2024, Digital Storytelling will continue to focus on Social+AI and focus on two major areas:
Go Deep is deeply engaged in industry applications to help brands truly achieve business results;
Go Global sails to the sea with the internal skills of domestic cultivation, so that business can happen overseas;
In this process, Digital Storytelling has also continued to expand and cooperate with joint ecological partners to "symbiosis" and growth.
02 Ride the wind to go to sea and add "data" to global business
From "products going overseas" to "brands going overseas", we have witnessed the opening of the era of exploration in the past year. However, going global is only the first step, brands are constantly being redefined, how to choose overseas social media, make high-conversion content, how to select products to bring goods, nugget the Belt and Road, how to gain insight into popular trends, and comprehensively improve the ability of material running?
GlodaStory·出海新品首发
Jessie, Vice President of Digital Storytelling, delivered us a keynote speech on "Riding the Trend of E-commerce, Adding "Digital" Global Business", and officially released the first overseas product of Digital Storytelling, the preferred business partner of global social e-commerce, "Digital Storytelling Global Glodastory".
"GlodaStory" is a one-stop data analysis tool specially designed for the overseas social media market, which realizes hour-level full e-commerce data update through self-developed big data models and AI algorithm deduplication to ensure the authenticity and timeliness of overseas data. It meets the personalized data analysis needs of industry practitioners in all categories, multiple scenarios, and the whole life cycle, helps brands quickly gain insight into new opportunities in overseas blue ocean markets, and promotes exponential business growth.
What can Global GlodaStory do?
Provide a full range of overseas market insights, intelligent product selection, high-quality material running and other services for overseas brands.
In terms of product selection and delivery, "Digital Talk Global" provides accurate market positioning and product recommendation functions. Through in-depth analysis of market demand, consumption habits and competitive patterns in countries and regions along the Belt and Road, we help brands find potential products and formulate personalized sales strategies to achieve efficient sales and profitable growth. At the same time, "Digital Talk Global" also has a strong ability to run the volume of materials. Through intelligent analysis and optimization of advertising creatives, we can improve advertising effectiveness and conversion rates, and help brands gain more exposure and attention in overseas markets.
From "overseas brand" to "global famous brand", how can Chinese brands accelerate their global layout?
Regarding the practice of "global layout of Chinese brands", the forum invited Zhang Hongguang, Chief Digital Officer of Chow Tai Fook Jewellery Group, Li Huiqian, Internet marketing expert, Yan Xiaojing, Business Development and Sales Director of Saudi International Power and Water Company in China, and Gong Yijames, founder of Cross-Sea Technology, and Sun Shujuan, Vice President of Digital Storytelling, Jessie, as the moderator to discuss "From "Overseas Brand" to "Global Famous Brand", How Can Chinese Brands Accelerate Their Global Layout? The theme round table, from the multi-dimensional perspective of overseas brands, platforms and service providers, will go to the tide of overseas business.
Patrick, Chief Digital Officer of Chow Tai Fook Jewellery Group, elaborated on how digital technology can empower the jewellery industry to find growth opportunities overseas from a new perspective on the digital construction of jewellery retail. As a leading company in the jewellery industry, Chow Tai Fook has been widely praised by consumers around the world for its excellent quality and exquisite craftsmanship, and in recent years, Chow Tai Fook has actively embraced digital transformation, making full use of social media marketing experience and digital tools to understand overseas consumers and gain more new business.
Li Huiqian (Lu Wei), an Internet marketing expert, shared the rhythm control method of brand overseas platform selection and operation thinking innovation from the perspective of global marketing experience in foreign trade market, observation of Internet overseas business, and brand overseas construction. In the future, more and more enterprises will go overseas with the image of the brand. The most important breakthrough for Chinese enterprises in overseas branding is the understanding of the brand and its own positioning. In the process of brand going global, enterprises need to establish awareness of different types of media such as social media platforms, store commodity platforms, independent stations, and professional websites, understand the division of labor and collaboration between them, deeply embrace the Internet, and systematically plan overseas layout with the help of professional channels.
Yan Xiaojing, Director of Business Development and Sales of Saudi International Power & Water Company in China, shared her experience and suggestions on Nuggets' overseas market layout and global brand building from years of management experience in business cooperation at home and abroad, as well as the cultivation method of the brand marketing system with global influence. For brands to effectively expand in overseas markets, mastering the skills suitable for localized marketing is key. Reaching cooperation with local enterprises and entering and leveraging the local market in the form of joint ventures is conducive to the long-term and stable opening of channels and resources by Chinese enterprises, which is the main way for brands to enter the market.
Gong Yi, the founder of Cross-Sea Technology, has a perspective on the new trend of going overseas from the perspective of AI, provides brands with insight into the localized needs and preferences of global consumers, and opens up the perspective of innovation and transformation of AI-empowered overseas marketing. AI is the "magic weapon" for brands to go global, AI can not only help us achieve accurate market positioning and consumer insights, but also efficiently create content, make brand stories more deeply rooted in the hearts of the people, and better establish long-term connections with overseas consumers through content and user relationship management, and enhance brand loyalty.
03 Dismantle the hot trend and chase the truth of "digital" consumption
In the new context of China's economic development and transformation, consumption trends are changing with each passing day. At this conference, we also invited important guests from Tsinghua University, China Europe International Business School, Xiaohongshu, The Paper and other important guests to come to the scene, on the theme of "Insight into Business Growth and Sustainable Development", through big data insight into consumers' attitudes, personalized interests, lifestyles, values and social issues they care about, so as to understand consumers' "heart" consumption patterns for brands and find more new "growth poles" that "go both ways" with consumers.
At the meeting, Liu Taoxiong, professor of the School of Social Sciences of Tsinghua University and dean of the Institute of Innovation and Development, delivered a keynote speech on "Exploring the Trend and Logic of China's Consumption Changes", he said: "In the new context of China's economic development and reform, the importance of consumption is increasing day by day. The basic logic of the gradual growth of household income, the gradual evolution of consumption concepts, the profound adjustment of the relationship between domestic and foreign demand, and the major changes in the population structure determine the basic trend of China's total consumption growth and structural changes. Through data insight into the trend and logic of China's consumption changes, we can not only understand the long-term macro trend, but also keep in mind the current shock fluctuations, grasp the certainty in the uncertainty, and move forward calmly in the new consumption era. ”
In the post-mobile Internet era, the importance of social media is undoubted. Shi Dejun, Senior Business Insight Director of Digital Storytelling, brought us a keynote speech on "I Buy, So I ?—— Mental Constellation and Brand Potential Energy Hidden Behind Social Media Big Data". He mentioned that today's brand is the North Pole of the trend that guides life in the depths of consumers' minds, but through social media data, it can help explore the solutions behind mental potential energy, and the new marketing coordinate M-STP: 2T two-dimensional combination model redefines marketing theory, sees the brand association behind massive data, and drives the transformation of mental share into sales share.
As the birthplace of fashion trends, Xiaohongshu has emerged luxury consumer groups from different circles, and the lovers and producers of these fashion content have different aesthetic preferences and consumption habits, so that a variety of fashion trends and fashion styles can be displayed, and more and more sub-categories have grown vigorously. Yu Xuan, Head of Integrated Marketing of Xiaohongshu's Commercial Luxury & Fashion Apparel Industry, brought us a keynote speech on "The Wind Goes and Grows Progressively - Xiaohongshu Luxury Industry Inspiration and Trend Sharing". Yu Xuan led us to gain an in-depth insight into the trends of the luxury industry in 2024 through the five major fashion sectors, as well as the accurate portraits of the seven luxury consumer groups under the influence of the transformation of the consumption structure of the luxury industry.
Nowadays, sustainable consumption has become an important theme of consumption development, and how should brands listen to and respond to consumers' concerns about ESG, so as to grasp the trend of sustainable consumption attitudes and formulate more forward-looking and adaptive brand strategies? Professor Zhang Lingling said that when discussing ESG, consumers' focus is no longer limited to product quality and perfect supply chains, but more attention is paid to services with emotional value and social awareness, such as "user relationship" and "carbon emissions". Therefore, in social media communication, brands should integrate sustainable consumption into marketing messages, encourage and reward consumer behavior, reflect the "social value" of sustainable consumption, and make consumers more engaged.
From the perspective of a recorder in the new era, Gao Jianping, editorial board member and assistant editor-in-chief of The Paper, delivered a keynote speech on "Telling Chinese Stories with Data". Through the practical case of digital media integration, he summarized for us the three characteristics of telling Chinese stories well: enhancing persuasiveness
, improve acceptance, deepen understanding. Driven by the wave of digitalization, standing at a new node of deep media integration and development, The Paper strives to create a new type of global media, using big data + new media to tell Chinese stories in a high-grade and high-style manner, tell the stories around us, and use data to show the spirit of Shanghai in this great era."
As consumer trends continue to evolve and the core logic returns, brands that play Social and have insight into business opportunities will find new conversion "touchpoints" with consumers, activate "invisible" consumers, find new coordinates for business opportunities, and make business more popular. After a year, the digital storytelling with a more solid foundation and a longer-term vision will continue to accompany the brand to grow, go to new business opportunities together, and write new growth stories, let us wait and see.