Based on consumer portrait labels

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From brand users , to competitor users, to category users, to cross-category users, and finally to scenario users. Only by constantly breaking through the circle can we maintain growth, especially in the stage of crossing the chasm; this is even more true for achieving exponential growth - traffic, breaking the circle, conversion, operation, and settling the mind. and sales base data: define the brand's core portrait labels and lock in the A4-A5 core strategic groups: emerging white-collar workers, senior middle-class, sophisticated mothers, small town youth, Gen Z ( Generation Z ), urban silver-haired people, small town middle-aged and elderly people, and urban blue-collar workers. Based on the A4-A5 portraits , attract new user circles to increase traffic.



That is: the right people (user portraits), multiple levels ( 5A stratification ), multi-dimensional reach (off-site, on-site) Based on the insights of brand 5A crowd, clear user portrait Produce insight-based number database crowds and break-circle strategies Achieve closed loop through operation Through the analysis of the 5A of the population and brand users , we can clearly correspond the strategy to the different circles of people. The core of breaking the circle is to attract users other than A4-A5 types, and guide users to gradually settle into A2-A3 users through content, so as to prepare for traffic accumulation for sales conversion.



According to the 5A population level, a reach combination of " brand advertising + content seeding + paid traffic " is formulated to achieve content reach across touchpoints / frequencies. Off-site: Based on data portraits, select brand advertising to reach the O-A1 population , stimulate conversion of the A1-3 population through short video influencers , and then cooperate with bidding advertising to convert them into the A4 population. On the site: Super Interactive City and Brand Special Show expose the "O-A1 group " (targeting the opportunity group) and reach new users . Use the through train to reach the "A2-3 group " with shopping intentions, stimulate users and deepen behavior, use Diamond Exhibition to reach the "A3-A4 group " ( interest group, purchase group), and use Pinxiaobao to reach the "A4-A5 group " ( purchase group, loyal group).