"Double 11" Live Battle + AI Weimeng (02013) helps brands achieve all-around growth

"As platforms become more competitive, users become more discerning." This year's "Double 11" event has ended, and various platforms have continued to fiercely compete in terms of promotional investments and service capabilities. Especially with the entry of new players like Xiaohongshu and Bilibili, coupled with the application of AI technology, major platforms have entered into a competitive mode of seeking growth. As an enabler of brand digital marketing capabilities, WEIMOB INC (02013) recently initiated a new round of organizational transformation and upgrade by establishing a subsidiary called WEMONG Marketing to further deepen its TSO full-chain marketing strategy. The aim is to provide mature advertising creative planning capabilities and professional brand customer service capabilities for brands. Ruan Qi, Assistant General Manager of WEIMOB INC's Smart Marketing Business Group, said that "Double 11" has always been seen as a window to observe the recovery of the consumer market and marketing trends, which also brings higher requirements for brand digitization. As an enabler of brand digital marketing capabilities, WEIMOB INC has recently initiated a new round of organizational transformation and upgrade by establishing a subsidiary called WEMONG Marketing to further deepen its TSO full-chain marketing strategy. It upgrades the "TSO Marketing + Tools + Operations" closed loop and, by constantly exploring new scenarios and traffic sources, provides brands with mature advertising creative planning capabilities and professional brand customer service capabilities, opening up more growth opportunities. Xiaohongshu and Video Number Explore the Increase in Live Stream Rooms During this year's Double 11 event, the "price war" in various live stream rooms remained a key focus, but with the introduction of "personal shopper anchors" in Xiaohongshu's live stream rooms, the landscape changed once again. In the eve of the big promotion, Xiaohongshu's top personal shopper, Zhang Xiaohui, calmly introduced products in the live stream room, sitting dignified in front of the camera, speaking slowly and softly, providing emotional value to users. Ultimately, the sales in the live stream room exceeded 100 million yuan, making Zhang Xiaohui the first personal shopper on Xiaohongshu to achieve sales exceeding 100 million yuan. She was also hailed as the one who sparked the first shot in the live stream e-commerce industry for Double 11. Some analysts believe that Xiaohongshu has found a live stream e-commerce direction that fits its platform characteristics. In contrast to other live stream rooms that focus on low prices, Zhang Xiaohui's presence seems to prove that Xiaohongshu's personal shopper live stream rooms that do not emphasize "cost-effectiveness" can also achieve broad success. During this year's 618 shopping festival, the average viewing time per viewer on Xiaohongshu increased twofold, and the conversion rate of product notes during the promotion period increased by more than 25%. Since last year, more and more brands have realized the commercial value of Xiaohongshu, making it one of the main marketing platforms, and focused on cultivating product notes and influencer promotions. Ruan Qi said that although Xiaohongshu's traffic scale may not match other e-commerce platforms, as a highly adhesive and decision-making assistance platform, it combines the characteristics of influence and traffic conversion, making it an important battlefield for brands to participate in Double 11 marketing. As the core official agent of Xiaohongshu, WEMONG Marketing covers the entire marketing process on Xiaohongshu, helping brands create a closed loop. It has already helped more than 50 brands from different industries and categories achieve efficient product promotion on Xiaohongshu. WEMONG Marketing covers the entire marketing process on Xiaohongshu, including marketing insights, dual-brand strategies, creative content, influencer marketing, short video production, and live stream empowerment, providing brands with multi-dimensional services such as content, influencers, and information flow placement. For example, in the beauty industry clients that WEMONG Marketing cooperates with, the service team helps brands release multiple KOL notes during a 3-day traffic test, observe data and interactions to identify potential notes, then in the stabilization phase, combining brand e-commerce search data, determine the overflow effect, and identify high-quality notes to increase the advertising budget. In the scale-up phase, it gradually increases the maintenance of note comments, and with content that is close to users and high-quality products, together with commercial placements, it boosts the promotion of quality notes and significantly increases the overall GMV (gross merchandise value) of the brand. Analysts from Anxin International's research report believe that traditional e-commerce growth is mainly driven by e-commerce penetration rate and increased per capita consumption. On the other hand, live stream e-commerce has its own incremental sources, from more viewers and more customers paying for unplanned demands. Another battlefield for live stream rooms, Video Number, is also receiving "great attention" from brand merchants. As the official operation service provider for Video Number live stream, WEMONG Marketing currently covers two major scenarios: self-broadcasting by merchants and influencer distribution. It provides brands with one-stop solutions for live stream traffic guidance, full-domain mall services, influencer matching, and operation guidance. It is reported that during this Double 11 promotion, WEMONG Marketing will leverage its advantages in various aspects of live stream rooms, such as visuals, copywriting, language skills, live stream room traffic entry, influencer short video warm-up and product promotion, to help merchants select suitable marketing strategies based on their strengths and benefit from the promotion in multiple dimensions. Currently, brands such as Belle, 361, Hotwind, and Harbin Fuerjia Technology have all made early layouts for Video Number live stream through WEMONG Marketing. Using AI to Improve Content Creativity Efficiency Multi-platform cooperation is a major highlight of this year's Double 11. It is reported that this year, Tmall's "Double 11" will integrate with WeChat's ecosystem, with the Taobao Alliance accessing WeChat's advertising channel for the first time. WeChat's video accounts, Moments, and mini-programs can directly link to Taobao and Tmall stores. Bilibili, Zhihu, and Weibo will jointly subsidize Taobao Alliance. JD.com, on the other hand, has lowered the threshold for merchants to participate in off-site marketing on platforms such as Xiaohongshu and Bilibili through data analysis, simplifying the cooperation process. Whether it is through Xiaohongshu's product promotion or short video traffic diversion, "content is king" remains unchanged. Ruan Qi said that in the operation process, brands need to create a large number of product notes on public platforms and maintain a stable output of content through official channels such as official accounts. This requires a dedicated person to spend a lot of time on content operations. Especially in the flood of traffic during Double 11, ordinary copywriting cannot highlight the core advantages of products and make a lasting impression on users. Although the ultimate goal of big promotions is sales conversion, technology also affects a brand's "business field". This year's Double 11 is the first to take place after the craze of ChatGPT. In order to further empower brands with AI to enhance creative productivity, WEIMOB INC, the leading domestic SaaS company, launched the "Promotion Support Package" through its AI application product WAI. It includes a word limit of 300,000 words and 5,000 images to help merchants efficiently generate promotion plans, live stream copywriting, short video scripts, etc.Storyboard script, product promotion script, social media/friend circle marketing copy, product posters, banners, and other essential marketing materials for major promotions. It helps merchants increase marketing production efficiency by more than 50% in various stages such as new product listing, marketing promotion, and advertising deployment, helping businesses reduce costs and improve efficiency during major promotions.According to reports, leveraging the "Multi-channel Promotional Copy" one-click generation feature of Weimeng WAI's intelligent writing aggregation page, for different stages of major promotions, merchants only need to input the requirements of the promotion theme, and within 1 minute, they can generate content for WeChat Moments promotion, short video copy, grass-planting copy, community promotion copy, WeChat official account promotion, and other application scenarios, providing a large number of reference materials for enterprises, improving the operational efficiency of enterprise-wide content marketing, and achieving effective customer acquisition and user retention. Many merchants have already improved their marketing efficiency through Weimeng WAI. Well-known domestic leisure clothing brand Metersbonwe has incorporated AI technology into its digital transformation strategy and applied AI models to key processes in private domain operation and live streaming. Based on the customer information extraction feature provided by WAI, Metersbonwe's operations are able to quickly extract customer consumption frequency, consumption cycle, consumption level, and consumption habits, and provide reference actions to activate member repeat purchases, such as targeting "coupon-sensitive consumers" and stimulating member repurchases through coupon distribution. Similarly, the operators of Hongdou Home have stated that in the past, it took four to five hours to write content for different products and activities, but now WAI can provide some reference ideas, cutting the creative time in half. Through frequent use of WAI, the value provided by SaaS has been further explored. Huajin Securities pointed out that with the continuous development of technology, AI marketing is expected to solve more consumer pain points in the future, create more possibilities, effectively drive consumption, and help brand long-term operations. AIGC assists in creative marketing and is expected to effectively improve customer acquisition and retention rates, promoting the development of Double Eleven. Digital strategy upgrade: Weimeng assists brands in cross-platform and comprehensive operations With the acceleration of the transition of consumer scenarios online, in addition to grass-planting marketing, there have also been diverse consumer formats such as mini-program stores, live streaming e-commerce, and community group buying. Ru Qijian stated that in the current marketing environment, the diversification and individualization of consumer demands have put higher requirements on the digitization of brands, not only in terms of single online or offline scenarios, but throughout the entire Wuxi Online Offline Communication Information Technology Co., Ltd. In order to respond to market changes in a timely manner, WEIMOB INC recently announced a organizational transformation and upgrade, establishing the "Weimeng Marketing" subsidiary group. It is reported that Weimeng Marketing will deepen the group's digital marketing business, and horizontally integrate and vertically expand its marketing sectors, striving to become a diversified digital marketing media group. Specifically, based on the TSO full-link marketing strategy, Weimeng will upgrade the "TSO Marketing + Tools + Operations" closed-loop, continuously explore new scenarios and traffic, and open up more growth space for brands. In terms of front-end channels, Weimeng has expanded from Tencent's traffic to emerging marketing channels such as Xiaohongshu, Douyin, and Douyin's Video Account. In terms of back-end channels, with the help of Weimeng's powerful SaaS capabilities, combined with mature digital upgrade solutions and platform operating capabilities, SaaS products have been extended from the WeChat ecosystem to platforms such as Kuaishou, Douyin, and Xiaohongshu's mall system. Additionally, the launch of "Zhike Tui" aims at direct-operated e-commerce, improving brand marketing efficiency. In the operations sector, Weimeng Marketing has increased its layout of private domain operation services, live streaming operation services, etc., truly focusing on customers and helping brands achieve end-to-end growth. Taking short video creation and shooting as an example, Weimeng established a Short Video Marketing Center in 2019, creating over 10,000 short video materials per month, covering various industries such as education, beauty, and fast-moving consumer goods. Weimeng has established short video live streaming bases in Shanghai and Changsha, with an annual output of over 100,000 short videos. With the support of the Weimeng TSO strategy, more and more brands are achieving comprehensive operations across platforms. In the first half of this year, Weimeng Marketing helped Japanese professional anti-sugar skincare brand COCOCHI connect all touchpoints. It is reported that COCOCHI efficiently stimulated interest through advertising on WeChat Moments and matched a large number of high-quality potential customers before the peak of the conversion during major promotions. Based on the collaboration between Tencent Advertising and Alibaba's Uni Desk, an efficient conversion chain from WeChat advertising to Tmall stores was established, achieving a daily ROI of up to 3.38. Thanks to its deep cultivation of multi-channel traffic, Weimeng has won the Tencent Advertising Regional and Long-tail Channels Best Service Provider Awards for several consecutive years, as well as the Tencent Advertising Platinum Service Provider Award for Large Customers. It has also won honors such as the "2022 Magnetic Golden Bull Million Dollar Showdown" Talent Golden Award and Brand Excellent Award, and its marketing cases have become industry benchmarks, winning industry awards such as Effie Effectiveness Marketing Award, TopDigital Marketing Award, Golden Magnet Award, and Golden Mouse Award multiple times. Weimeng stated that it will continue to adhere to a multi-platform layout, deeply cultivate the WeChat ecosystem, and focus on platforms such as Kuaishou and Xiaohongshu to explore more possibilities for commercialization, provide more comprehensive traffic and data support to merchants, and improve the conversion efficiency of overall traffic to business growth.