I don't know if you feel this way – the more familiar we are with things, sometimes the more we don't understand.
For example, the tree in front of the house, every day to see, but you do not know when it smoked the first new shoot, when it dropped the first leaf, its annual growth may be the same scenery in your eyes;
Another example is the Baidu APP, which for many years seems to users to be the same blue and white icon, the same open screen, the same search box, but since its launch, it has quietly updated 12 versions.
And two days ago, the TVC of Baidu APP endorsed by Gong Jun became the new material for the owners of the ghost animal area of the B station, and under the magic and repetitive melody, the slogan of Baidu APP became "Baidu, life is better".
This is not simple, in general, slogan is the most core distillation of a company's own value proposition.
Looking back, in the early 2005, Baidu APP identified the slogan of "Baidu, you will know", which represents Baidu's search business as the core; the new slogan proposed in 2017, "There is something to search, nothing to look at", indicating that Baidu App has become a dual-engine driven platform for search and information flow; and now the proposal of "Baidu, better life" means a transformation and upgrading of Baidu APP?
With such a question, Xiaobian tried to analyze what is the planning path behind the spread of Baidu APP.
Long-planned out of the circle?
Before exploring the Baidu APP in the B station out of the circle, first take a look at this TVC.
Usually, this kind of magic melody that is comparable to honey snow ice city is to be pulled to be a ghost animal.
According to some of the theories of some masters, in the past, a brainwashing advertisement wanted to be "impressive", usually either as rapid as a storm or hysterical shouting, in order to leave passers-by with memory points like "spiritual baptism" during the expensive advertising period every second.
However, Baidu APP this TVC is different, under the magnetic and gentle voice of Gong Jun, coupled with the classic blue and white main vision has created a fresh atmosphere, a little warm, a little sweet, a little cute, a "brainwashing advertisement" was interpreted very comfortable, and did not give consumers a strong sense of oppression.
No strong impact does not mean that the user will be indifferent, its catchy song melody can still make a deep impression, coupled with the male god Gong Jun singing brainwashing melody, the contrast is vividly interpreted, once no feeling, two times on the head, three times intracranial orgasm.
This is also a manifestation of the "earworm effect" in psychology, brainwashing music is deeply imprinted in people's brains, often uninvited, lingering, and even looping. The lyrics of less than 15 seconds have captured people's minds and memories, and will still remember their advertisements for a long time.
Netizens lack resistance to the Divine Comedy after all, coupled with the secondary spread of Gong Jun's fans, the forwarding and playback volume of this TVC soared, and it was logical that it became the material of the B station ghost animal area.
Take the funny area million fan up main @JKAI Jie Kai as an example, combined with current affairs hotspots to play the TVC melody to the fullest, admire the up main brain hole creativity at the same time the magic melody is on the head again, come, immersive experience:
In addition, there is @ there is a day on vacation and other millions of fans up the main is more brain hole, the TVC and Sun Honglei's "conquest" in the classic "buy melon" clip combined with spoof, full of fun at the same time the Baidu APP brand implanted in the user's mind; and up the main @ crazy little Yang Brother ghost animal video on the B station popular, the influence of the further expansion.
At the same time, these ghost animal videos have laughter points, thunder points, slot points and stems, which undoubtedly ignited the enthusiasm of B station users to comment, and they have come to join in the fun and play with the stems, and the interaction rate is extremely high.
As a B station where the Z generation crowd gathers, it covers all aspects of the interest of the Z generation crowd, coupled with the strong stickiness and high activity of the B station users, it is an important origin and amplifier of the new generation of online student culture.
Baidu APP this TVC content is high-quality, the rhythm is clear and vibrant, the sentences are short and easy to popular, for the up owner, it reduces the threshold of secondary creation of the B station, etc., forming a long-tail communication effect; for users, the acceptance is higher, it is easy to drive the brand topic; for the brand, effective contact with young people at the same time to achieve further publicity.
Rejuvenation is more than superficial
Brand rejuvenation is something that major companies have been doing tirelessly in recent years.
At present, the Z generation population of about 260 million people, the next 5-10 years, they will fully enter the society and jobs, become the main force of consumption, which is also the fundamental reason why brands are scrambling to please young people.
A new generation of young people is difficult to define, they advocate individuality and have a wide range of interests. Therefore, brand rejuvenation is not a wishful thinking, a rigid set, but to learn to dialogue with young people and establish emotional connections.
In the Internet marketing circle, it seems that it is rare to see The marketing event of Baidu APP, this time through the ghost animals in the B station to spread out of the circle may be unexpected baidu APP, but it seems that Baidu APP is trying to pull into the distance with young people.
Among them, the starting point of choosing Gong Jun as a spokesperson is also based on this.
With the popularity of film and television dramas and variety shows such as "Mountain and River Order", "Hello, Flame Blue", "Chinese Restaurant 5", Gong Jun's popularity continues to soar, and because of his inspirational fame experience, and the image of sunshine, happiness and affinity, he has become a new generation of national idols with unprecedented popularity.
Endorsed by young people's love bean Gong Jun, it seems younger, more energetic, and more unlimited possibilities, and this is also the reason why Baidu APP likes Gong Jun, and it can achieve circle-breaking marketing at Station B to further prove that it breaks the dimensional wall of communication with young people.
Looking back at tvC's out-of-the-loop process, in fact, as early as before the official release, Baidu APP official micro made a preview in advance, giving Gong Jun's fans and Baidu APP users a preview of the event.
On the day of the release on August 6, Baidu APP officially announced Gong Jun's endorsement, after the release of TVC, Baidu APP keywords soared in the WeChat index, up about 96% daily- and continued to rise the next day; and from the 16th B station up the main two innovations have been released, a clip after the formation of a secondary spread, Baidu APP popularity again continued to rise, so as to quickly out of the circle.
However, the Baidu APP, which is already a household name, just wants to attract the attention of young people and shape a young brand image through the new top stream?
In fact, from the lyrics of less than 15 seconds and the slogan shift of Baidu APP's "Baidu, Life is Better", we can see that Baidu APP is undergoing a key brand upgrade - from providing content to providing services.
This means that Baidu APP further deepens the value of information retrieval, not only information, but further, corresponding to the service.
Baidu APP, more than search
As a search platform, Baidu APP has a natural advantage in insight into user needs, and every search is a scenario-based demand.
Ping Xiaoli, vice president of Baidu and general manager of Baidu APP, once said that at present, from the perspective of search engine data, users have expressed more than 1 billion explicit service demands on Baidu APP every day.
For example, to send express delivery, users may go to search for which courier company is cheaper or faster, after finding the answer in the complicated information flow, and then go to the official platform of a courier company, the user needs to switch back and forth between several software platforms, which is very troublesome.
Baidu APP this upgrade is to integrate these various user needs together, such as when users search for "express" keywords, Baidu APP will provide all express-related services, users need to send express can directly click into the "Hui Life" Mini Program, compare prices to choose the right service provider.
Express delivery is only the tip of the iceberg in Baidu APP's upgraded life services, and there are movies, wine tours, phone bills, express delivery, takeaway, recharge, taxi, refueling, door-to-door cleaning, home appliances and other needs are solving user pain points with this one-stop information integration service.
Such a one-stop service greatly meets the needs of users while simplifying the cumbersomeness of operation, further, Baidu APP is upgraded from the content ecology to the content and service integration ecology, which can meet the various needs of users in the whole process and one-click, which is a value-added value to information services.
In addition, the Baidu APP upgrade also includes a "ask a question" service, that is, a Q&A service that can be directly connected to experts, allowing professionals in different fields to solve user problems; as well as a "ask a doctor" health consultation service, Baidu APP cooperates with 10w public hospital doctors to provide users with 7 * 24h online consulting services.
At this time, go back to the brainwashing song in TVC " Movie tickets to book a hotel, first Baidu." Emotional law to find an expert, Baidu first. Health knowledge authoritative answer, first Baidu." Just corresponds to the three major upgrade services of Baidu APP.
Obviously, Baidu APP has changed from a tool for obtaining information to a mobile ecosystem with service capabilities.
At the Vientiane Conference in May last year, Shen Ji, senior vice president of Baidu Group, proposed for the first time that Baidu's mobile ecosystem will be fully personalized and serviced, and closed-loop to meet user needs.
At the time, the concepts of "personification" and "servitization" were vague, but in this upgrade, abstract expressions were becoming figurative.
At this point, it is not difficult to understand why the slogan of Baidu APP has become "Baidu, life is better", it will penetrate the search demand in all scenarios, and create a more intelligent and convenient interaction method for users.
Make search a "rational and free" thing
After entering the stock market, the Internet scramble from the number of users to the competition for user time, the giants' respective ecosystems extend outward and become more and more closed, without exception, they all want to keep users in their own ecology.
But for users, such information fragmentation creates more barriers.
"Baidu's earliest mission was to let everyone have equal access to information and find what they want. I think that's its social value. Internet value researcher Yin Sheng said.
In the past, in the face of lack of information, the original intention of Baidu APP was to eliminate the information gap and allow people to obtain information more efficiently, but the efficiency of users obtaining information under the current situation of "information overload" and "information islands" did not rise or fall, and the information gap still existed.
Compared with the content recommendation under the algorithms of major platforms, they are more inclined to let users passively obtain and accept the indoctrination of others; on the contrary, active search is a matter of "rationality and freedom" more.
People always have a desire to learn, indoctrinated content can not give users need answers at any time, so the search engine can not be replaced by content products, Baidu APP this upgrade is to maintain this "rationality and freedom", but also for users to equal access to information has taken a key step.
The times are changing, technology is iterating, and all the service upgrades of Baidu APP are inseparable from the support of technology.
In the eyes of most people, Baidu may have been a search company for more than two decades, but what they don't know is that Baidu began to invest in the field of artificial intelligence as early as 2010, becoming one of the earliest companies in China to lay out artificial intelligence.
After 11 years of hard work, Baidu has been working side by side with world-class artificial intelligence companies in the fields of speech recognition control, automatic driving, and intelligent audio. In the Harvard Business Review's "Top 5 Global AI Companies in 2019" list, Baidu is the only Chinese company on the list.
Baidu APP, which has entered the new decade, is handing out a new business card about artificial intelligence to the world.
It is also due to the development of artificial intelligence technology, Baidu APP's search business has also evolved, thereby amplifying the user's sense of intelligent search experience, serving all users more comprehensively, and committed to transforming into a user's life assistant. Behind the seemingly inadvertent service upgrade is the technical accumulation of Baidu APP for several years.
It is trying to change the user's stereotype of "only search", and this service upgrade has also allowed it to find its core advantages and foothold in the stock battlefield.
"Let's recall 2000, how did you look up information online? It's 2020, and we can open the Baidu mobile app on our phones. From 2000 to 2020, you see the same search box, but behind the scenes, we've been on the road for 20 years. ”
This is the beginning of Last Year's Baidu 20th Anniversary Documentary "Twenty Degrees".
In 20 years, "Baidu" has changed from a noun to a verb, which may be the most core asset that Baidu has precipitated so far.
Human beings' thirst for knowledge and information is endless, so the demand for search is endless.
As an Internet company, it is not easy to stand firm in the rapid development of China's economy and the magnificent waves for more than 20 years, profoundly influence and become a part of the lives of many Chinese.