From NetEase Wenchuang "national goods surging", see the power behind the rise of national goods!

November 11, in Baidu released the "Baidu Hot Search 2021 Double Eleven Data" shows that the national goods search heat rose 43%, the largest increase in the last three years, such as Hongxing Erke, adopt a cow, Yadi and other national brands are also more trendy and diversified innovations to win the favor of consumers.

With the continuous upgrading of the consumer market, the national products are also constantly in a more trendy way into the life of a new generation of consumers. Buy national products, sun national products, with national products has been a new way of life for them to show their own trend.

Under the general trend of the rise of Chinese national products, NetEase Creative has also begun to take action. And recently launched a five-episode new consumer micro-documentary series "National Goods Surge", using real records to discuss with the audience and the brand why the rise of national goods and the new consumer trends behind.

Documentary format interpretation

Real interviews are more persuasive

In the marketing 3.0 era,

brands can no longer focus purely on the products and functional needs of the building, but should be to a higher level of value and cultural output.

This is due to the fact that users at this stage are more in pursuit of the spiritual experience of consumption and high demand for marketing content, and compared to the one-way output of hardcopy advertising, real and documentary ads are more likely to win their favor.

In recent years, more and more brands have adopted the long form of advertisements with real records for their marketing content output under such emotional demands.

These episodes of the micro-documentary by NetEase Creative mainly tell the stories of national brands in different fields, and understand the rise of national products from different perspectives, such as trends, culture, consumption and manufacturing. And in microblogging, WeChat, Aqiyi, Youku, Mango TV, PPTV and other major video platforms synchronized on-line, to achieve a multi-matrix broadcast exposure.

In the first phase of the documentary, with the theme of "Playing with IP", it mainly talks about the interpretation of the original IP companies on the consumption and entertainment of the contemporary young people as well as the value meaning behind the original domestic IP products;

At the same time, after the documentary went on line, the related topic of #What's the earliest emoticon packet you've ever used#was pushed up to the hot search by netizens, successfully launching the first shot.

After the documentary went live, the topic #What's the earliest emoji you've ever used# was also pushed to the top of the hot search engines by netizens.

In the second installment, "Local Brewing" featured some of China's most iconic local craft brewing brands, talking about the challenges and opportunities they face in such a niche audience, and how they are reaching out to a wider audience in a more youthful way.

The third installment of the series, titled "National Tide Cultural Creation," features an interview with Li Yapeng, the founder of National Tide Cultural Creation, who talks about his transition from actor to national tidal creation, his change of mindset, and how he is bringing more Chinese elements to the marketplace and to the world.

And in the fourth installment, with the theme of "Science and Technology Intelligent Manufacturing", we talked about how the brand realized a breakthrough and went global in the absence of "core" in electric cars during the period of global **.

Through such real interviews as material, it can inject storytelling and legend for the brand, and also give the brand a deeper level of value empowerment. Users are able to learn about the rise of national products from different perspectives during the viewing process, which also allows brands and users to realize two-way communication and explore the direction of national products together.

In a way, this way of dialog and the construction of communication channels is also the key to the success of this documentary in penetrating various circles.

Focusing on the status quo of national brands

Causing users to ****ing sound

Instead of adopting uplifting footage or appearing in abrupt advertisement jingles, "National Goods Surging" focuses the camera on the founders and contributors of these national brands, adopts documentary filming techniques, and tells the audience, by way of interviews, the viewpoints of various industries on the rise of domestic products and the The story behind the story is told in interviews with the audience.

This kind of real experience and narration is more touching to users, thus realizing the communication between national brands and users.

And from the content of the broadcast, we can see that the communication of NetEase Creative is also very restrained, and does not use the hard implantation of the brand, but in the lower right corner of the video will be a simple exposure of the logo, not only to ensure that the audience in the viewing is not affected, but also to reduce the sense of conflict between the brand and the documentary.

It's worth mentioning that NetEase has always been concerned about the mentality and spiritual needs of young people since its inception, and this documentary is directly incarnated in the era of the rise of national products as a recorder and observer, with the influence of the platform itself to build a platform for communication between the national products and young consumers, so that more people can pay attention to and participate in the rise of the national products brand and innovation.

Today, with the rise of cultural identity and national self-confidence, users, especially young people who witnessed China's moment of glory, have a deep sense of trust and preference for the consumption of national products, which has also laid a firm foundation for the development of national products in recent years. By focusing on this social trend, the documentary also plays a more important role.

Returning to the content of the documentary itself, through the presentation of this form of content in the documentary, on the basis of weakening commercialization and increasing humanistic feelings, it makes the dissemination of advertisements more subtle and easier to be accepted by users, and at the same time, while awakening the sense of responsibility of the users, it also deepens the impression in the minds of the users, and realizes the three-way communication between the platform + brand + users.

From the marketing point of view, NetEase Culture and Creativity is based on the precise insight into the society, and takes the initiative to undertake the important responsibility of helping the rise of national products, and also calls for more users to join in the process, which can better let users feel the sincerity and honesty of the brand.

Bearing social responsibility

Helping national products to the world

National products are the cornerstone of the country, China's economic growth and the rise of national products are inseparable, NetEase Yanshou gives full play to the advantages of its own platform and appeal, so that more national brands are seen.

In fact, in October of this year, NetEase put forward a new proposition

"There is light

, and took the initiative to assume social responsibility, wanting to "light imagery to the community and the general public to convey a more positive, confident concept; but also conveying the brand wants to do the era of cultural communication efforts, using diversified forms of content to document the development of the brand, the brand is not only the most important, it is the most important, the most important, the most important, the most important, the most important. At the same time, it also conveys the brand's effort to be a cultural communication of the times, recording the development and voice of the society with diversified content forms.

And the positioning of the platform is not only to stand together with the brand, and the product, but also to stand together with the consumer, is no longer limited to one-way communication, but in the two-way output to the user and the brand to provide more value.

Gu Xiaokun, deputy general manager of NetEase Media's content brand development department, said,

NetEase Creative is not only a content marketing service provider in the new consumer era, but also a recorder and participant in the entire new business era. Facing the surging wave of new consumption and new consumption brands, NetEase Creative is about to work with brands to launch heavy content*** creation planning.

It is this sense of responsibility and values that make NetEase Ventures loved by many fans, and also the key to the success of this documentary to break the circle.

In the end:

Returning to the case itself, this marketing also lets us see the marketing value of the documentary, in this fickle society, the content creation in the form of documentary is no longer as simple as impressing users.

Omni-directional display, in-depth transmission of the brand's spiritual concept; documentary compared to other forms of advertising, can be more y realized on the brand's empowerment and content output;

Like this documentary, we can be close, in-depth understanding of the value of these national brands and the plight of the brand, so that the user has a sense of immersion in the process of watching, not only to close the distance between the brand, but also to better interpret the brand, the brand's brand, the brand's brand, the brand's brand, the brand's brand, the brand's brand, the brand's brand, the brand's brand. This not only brings us closer to these brands, but also better explains the original intention and conceptual spirit of NetEase's documentary series, such as in the comments we see many netizens' recognition of national products.

Secondly, a good documentary can empower a brand, so how can we create a documentary that matches the brand's tone?

If you want the documentary to go into the mind of consumers, you must choose the content that matches the brand's tone and positioning, and at the same time, you need to add some thinking about society and pass on social values and other elements, which are based on deep insights into society and consumers.

Like in this record, Netflix chose the positioning-related topics that the platform has been pursuing, and even though no brand-related content appeared in the whole movie, it succeeded in letting the audience understand the brand's value concept.

Lastly, I hope that NetEase will continue to keep its original intention and let the brand's beam of "light" illuminate the society and people's hearts.