When big data meets Chinese women

There is a saying: "Women make better money." But Baidu has focused on "Chinese women", apparently for deeper reasons.

Zhou Xun came to Cannes again in the summer of 2014. This time, however, she did not appear in the film festival she knew, but at the Cannes Creative Festival.

June 17 local time, Cannes Audi a venue. "Data, Insight, Strategy & Creativity" (Statistics, insights, strategies, and ideas) are on the agenda throughout the day. 4:15 P.M., is a special time Baidu. Zhou Xun and McDonald's (100.47, 0.10, 0.1%) (China) Co., Ltd. Vice president, chief market Guan Cong and Baidu company vice President Zengliang together debut. Two representative Chinese women in different fields, from the "fan economy era, big data How to help stars choose endorsement brand" and "data how to help fast food brand positioning, capture the mother Heart" and other perspectives, sharing the mobile internet era of their own and brand change story, All the stories point to the theme: "Baidu understands Chinese women better." ”

"3/4 of Chinese women hold the financial power of the family. ”

There is a saying: "Women make better Money"-though, in Zengliang's eyes, the Internet's gender attributes tend to be "feminine" because it is more fragmented, more emotional, more trusting of UGC content, more loving to share, and picky-but Baidu is focused on "women", apparently for a deeper reason.

During World War II, the United States in order to save war expenses, has launched a call for people to eat cattle in a large-scale publicity campaign. In a study of the campaign, Lewin, a communication researcher, found that: Unless housewives are advertised and put cows in the water to buy food for dinner at the table, their husbands or children have little chance of getting in touch with the unaccustomed foods-Lewin The concept of "gatekeeper", he argues, In the process of information and goods actually reaching consumers, housewives play a role of "gatekeeper" to a large extent.

Zengliang the truth and holds its evolutionary version of the internet era. 290 million, this is the number of female netizens covered by Baidu, their footprints all over the search, bar, music, video, know, and many other platforms.

Woman-in Zengliang's opinion, both the mistress of the family and the single person often hold the whole family or their own decision-making power of purchase. Therefore, not only for women's products, but also for more generic products, most require a hostess or lady to make a decision. "The huge opportunity in China's female consumer market is not only because women's consumption levels are rising, but more crucially, data shows that 3/4 of Chinese women hold the financial power of their families." "At the Cannes Advertising Festival forum, Zengliang said.

"Advertisers carry out marketing communications, if you can in some brand key moments, seize, detonate, the result may be very different." In 2013, Zengliang put forward the concept of "branding Moments" (Brand moment) to explore how the brand on Baidu platform combined with large data-driven marketing innovation, the core of which is that Baidu can help the brand firmly grasp those consumers to make decisions of the critical moment.

The brand cooperation experience with Olay is one of the classic cases of "Big data help marketing" that Zengliang like to mention. "We found that 1/4 of netizens search for the ' applicable age ' after the search for the Olay, and we reasoned that the positioning of the products was not very clear, so we suggested that the P & G should make improvements and launch Hold Live Forever 25 years old ' to market positioning, this single product became the most popular single of Olay and the treasure of the town store. "At the Cannes advertising festival scene, Zengliang the case again. What does big data mean for cosmetic markets? Over the past three years, the proportion of women searching for perfume has risen steadily in every platform on Baidu, an increase of 13.7% per cent last year. "In the eyes of Zengliang, this means the next perfume in China's larger market."

Not only large data, but also slow data.

As an international movie star and many brand spokesmen, Zhou Xun is more concerned about: in the "fan economy" era, big data How to help stars and brands two-way choice. "Every year, there are many brands to find me, I hope to become a brand spokesperson, my team and I hope that these brands and we have a unified philosophy, if there is a more scientific and refined evaluation methods, will make our choice more relaxed." In fact, as a brand spokesperson is a responsibility, on the one hand, responsible for the product, on the other hand, the consumer is responsible for safety, health, environmental protection, these keywords are my team and my principles. In addition, the star personal brand building and management, but also we are very concerned about the topic, we also want to have more quantitative, more specific data support to provide help. ”

How does Big data help brand advertisers? For example, the target group has a part of the school age and preschool children parents of McDonald's?

An interesting word jumped out of Baidu's data: the School District room. "Must Cong and her team members through this search hot word, read the parents heart, also find the brand landing." "As a standard restaurant all over the world, McDonald's is the constant comfort zone in a strange environment, and the familiar McDonald's logo in the new environment will give the child a warm stability when they move to the school district room," she said. The TV commercials that we have taken from this film have received an unprecedented response in social media. ”

290 million of female netizens, they not only search for information on Baidu, but also listen to music, watch movies, upload food or cat dog photos waiting to identify their names, in the common favorite male star Bar to find resonance ... They are on each platform of Baidu, leave their life track. In other words, Baidu control 290 million people on the Internet life trajectory, Baidu know what they provide, and gradually learn to think: I can also provide you with what. "Intelligence is the direction of our efforts. "For internet companies, it's not hard to collect big data, but it's hard to find a really effective gold mine from a huge pile of data ore, from ' Big data ' to ' slow data '," Zengliang said. ”

"Slow data" was put forward by Baidu chairman and CEO Robin Li at the Alliance summit one months before the Cannes advertising festival. In his view, the simple and crude pursuit of large data, a variety of times should have passed, and then, should emphasize the "slow data", "only the different areas of people can cross, mutual encouragement, through cross-border cooperation, can produce large data age innovation".

Chinese women Search Most words

Weight

Chinese women's favorite TV series

Korean drama "You from the Stars" (no TV broadcast in China, completely rely on the network playback, play 5 billion times)

Chinese women's favorite luxury brands

Chanel, Cartier, Armani, love Hermès, Gucci

The most favored college major in Chinese women

Pre-school education, small language, psychology, nursing, tourism management

The most commonly used app TOP20 in Chinese women

Micro-letter, mobile phone Baidu, QQ, Youku (21.48, 0.09, 0.42%), Archie Art, Taobao, Baidu Map, Sina (47.14, 0.47, 1.01%) Weibo (19.25, 0.05,-0.26%), Baidu Mobile phone assistant, pps AV, QQ space, Baidu Video, QQ music, cool music, Baidu Music, the United States Mito, pplive cohesion, Mo mo, Alipay, Sogou Input Method