Author / Yu Ki
Operations / Biscuits
Recently, a special "movie" appeared on the Weibo movie influence hot list, which attracted everyone's attention.
Since its launch, this "movie" has been exposed to nearly 2 billion on the whole network, with a cumulative playback of more than 170 million times on the whole network, more than 15 million discussions on the whole network, 12 hot search topics on Weibo, and it has been on the top 1 and TOP2 of the Weibo movie influence list for 3 consecutive days, and among the iQiyi moviegoers, young users aged 19-24 account for nearly 44%.
The winner of this "movie" comparable to a first-line cinema blockbuster is actually the brand micro-film "Memory Journey" jointly created by Nine Company and its brand spokesperson Yi Yang Qianxi. I can't help but wonder how a company focusing on the field of innovative short transportation and service robots has made a brand "advertising film" with explosive potential?
1. The popular model behind the explosive model making machine
Looking at the development of No. 9 Company, it is both surprising and expected to be able to make such a film.
Unexpectedly, Nine itself is a company that is good at making hits.
First of all, the electric balance car that was rushed to buy by technology enthusiasts around the world at that time has changed from a luxury item of 80,000 yuan to a consumer-level explosion of 1999 yuan now, and as of March 2023, global sales have exceeded 4 million.
In 16 years, it entered the market with electric scooters, and as of March 2023, global shipments exceeded 12 million units. It has become a well-known popular style of transportation, and it is also a weapon for all kinds of hipsters OOTD.
to the electric go-kart of "the first Lamborghini for young people" that both adults and children love.
As well as repeatedly refreshing the growth record, the intelligent electric two-wheeled vehicle that sold 3 million units in less than 4 years has led the intelligent development direction of the industry and has become a popular model chased by young people.
It can gain insight into the "last mile" and "5-50 km" short- and medium-distance travel needs, and then accurately match the pain points in the actual use scenarios of users through technological innovation, and can maintain its "consumer goods" level price. The key success factor behind this is inseparable from the complementarity of Nine's accurate "market demand insight" and accumulated "technical hard core power".
Unexpectedly, No. 9 Jingran also maintained the above standards for making popular products in the brand's micro-films.
The content of the plot captures the harsh "taste" of contemporary young people. Advance with layers of suspenseful elements, integrate future technology, and reshape memories. weaves a picture of life regrets, memories and reality intertwined, and uses a trip to "Memory Journey" to awaken everyone's courage to set off fearlessly. This coincides with the vision of young people who love light outdoors, special forces travel, Citywalk and other trends to bravely explore a better life. And it is very restrained to reduce the exposure of brand elements. Without looking with a magnifying glass, it is almost impossible to spot a potentially offensive implant. Simply use the brand's scientific and technological humanistic charm behind the theme core of the micro-film to complete a heart-to-heart communication with all audiences, which can quickly resonate with a large number of people on the whole network. The production level has also reached a high standard, and any frame taken can have a movie poster-level picture, which shows the intentions and pondering behind the production team.
borrowed the comments of popular netizens: "This picture texture, narrative structure, you tell me it's actually an advertisement?"
Second, to understand the user, but also to become a user
The successive hits have touched the heartstrings of users. Only by truly understanding users can we give successful judgments with a keen sense of smell and forward-looking market demand and emotions. It is understood that the ninth will hold dozens of product manager meetings across the country almost every year, a product will not work, the direction of the future new products, will get the most real feedback on the spot, for the future of the explosion of the model has laid a solid foundation.
It is difficult to meet the ambitions of Nine by staying at the product level. Nine will also take the initiative to go deep into the real use scenarios of more users, organize a variety of activities in daily life, and ride and camp with users, hike in the suburbs, surf at the seaside, fish in secret places, etc., to explore the needs that are not easy to perceive in real use scenarios, and also better understand the user's culture, become friends with users, and even become users themselves.
Taking the recently released new No. 9 electric farrunner F2z as an example, it truly achieves a true endurance of 110 kilometers at full speed, and has more insight into the culture that many users like to "escape" from the city center to the suburbs on weekends to meet the needs of a single charge to go back and forth with peace of mind. And the top 10,000 yuan flagship TCS traction control system is decentralized, so as to better cope with the complex road conditions that may be faced in the suburbs, as well as intelligent functions, no need to start the key, sit on it and go, cruise mode, release the pressure on the hands of long-distance riding, so that users can achieve "senseless" travel, realize the real weekend empty trip, and immerse themselves in the fun of "fearless" free travel.
According to the 2023 white paper on China's two-wheeled electric vehicle industry, Nine has also become a deeper perception of users with intelligence, safety, and innovation. The needs of users are transformed into excellent product competitiveness, and then provide users with a better product experience. This unique user communication mode of Nine has formed an effective and efficient feedback loop, and it is here that popular models are generated.
Looking back at the brand micro-film of No. 9 Company again, it is in line with the way that No. 9 has always communicated with users younger, there is no preaching, there is no Amway products, but on the basis of the rapid development of the brand and the product power is deeply rooted in the hearts of the people, it is timely to use the new brand spirit and users together to "set off fearlessly, wonderful and appear", linking to the interaction between people and cars, people and people, and the integration of man and nature. The upward power of users has created a possibility full of imagination and anticipation for the next "hot model".