Millet's secret is essentially to make every effort to make the product well, make every effort to improve business efficiency, there is no place to be opportunistic. Millet's starting point is not how much money now, but how to do this thing than expected, which is Millet and others are different places - Lei Jun millet chairman and CEO
In 2017, internationalization, new retail, eco-chain, IoT ... become the new label of millet, Xiaomi has been actively exploring its business with 'tomorrow's attributes' and giving it a gene of quality and efficiency. For millet MIUI, The efficiency of the gene for the sea business to achieve domestic efficiency, bring hundreds of billions for developers to develop the potential to create a win-win business for the ecological environment, but also driven marketing services innovation.
On January 18, the 'New Product MIEW Smart Ecological Conference' was held in Beijing. The MIUI International Market, Applied Stores, Commercial Products and Advertising Sales jointly discussed the new understanding of products and efficiency and discussed with the industry Share the accumulated experience and achievements in 2017.
On the scene of the conference, Zhang Guohua, president of China Advertising Association, affirmed Xiaomi's commercial service capability.
China Advertising Association Zhang Guohua
The first Amy Award was presented at the conference, which aims to award outstanding application partners and marketing platforms with the spirit of "new products and efficiency" from the perspectives of influence, innovation and commercial value, set up the most influential marketing platform in 2017, Best traffic contribution APP, the best international APP, the most popular APP and other awards, of which Ali mother, today's headlines, mobile Thunder, UC News, beep miles bells and other units award.Mi Mi MIUI vice president of advertising sales at the same time Jin Ling Released 13 2018 millet advertising effect core agents.
Jinling MIUI vice president of advertising sales
Millet Hung Fung: extraordinary 2017
Hung Fung, co-founder and senior vice president of MI, and head of MIUI, Xiaomi, said that 2017 was a magnificent and exciting year for Xiaomi with many achievements. Xiaomi has established a sound ecosystem, which is an iron man A trio of business models, including hardware, the Internet and new retail.
Xiaofeng co-founder and senior vice president of MIUI, head of MIUI
In the layout of hardware and ecological chain, millet has a patented technology with a total of 6,563 patents, of which over half are overseas patents. Xiaomi has invested in 99 eco-chain companies, of which 5 are hardware unicorns valued at 1 billion U.S. dollars. Over 85 million internet devices on the IOT platform and 20 billion smart-revenue in 2017.
He said that Xiaomi is still a company that designs and innovates, and Xiaomi won the gold medal of the four most important design awards in the world and more than 100 industrial design awards. In addition, the millet MIX is collected by the Finnish National Design Museum, millet MIX2 was Pippen Social Center included in the collection.
Millet new retail momentum is good, millet home has exceeded 300, covering 70 countries and regions, outside the authorized shop millet 113, Ping effect (per square meter on daily sales created) second only to the Apple store Ranked second in the world.
'We hope that the Xiaomi model will bring more business opportunities to our partners,' said Hong Feng.
The essence of internationalization is localization
Now is the best time for developers to go to sea.
MI Ji, general manager of International MIUI Ma Ji
Domestic explosions APP basically concentrated in the golden period from 2011 to 2013, WeChat is 2011, the headlines today, the drop was established in 2012. If the developer missed this time, but also want high-speed growth, very With the historical recurrence of the outbreak how to do? To go overseas! In India, Indonesia and other countries in the early stages of the development of mobile Internet can achieve spatial reversal in the right soil, the birth of more efficient growth.
'The essence of internationalization is localization,' said Ma Ji, general manager of MIUI International at Xiaomi.
With accurate grasp of the current situation and a correct international methodology, Xiaomi handsets have topped shipments in 14 countries overseas, with India and Belarus leading the pack. In 2017, the market share of Q3 in India was as high as 23.5% The total sales of 9.2 million units.Great sales base, in the breadth of millet to become the ideal platform for developers to sea.
Active support policies, but also effectively reduce the developer's resistance to sea.
Xiaomi has been using its home country to operate overseas markets. The Indian version of Xiaomi's mobile phone is basically a pure Indian with a calendar of Panchang calendar (equivalent to Chinese lunar calendar), taxi access to Ola (Indian drops) Paid access to Paytm (Alipay in India), and Xiaomi Music has also been linked up with Hungama, India (the largest copyright holder of Bollywood music) ... enabling Indian users to instantly accept millet psychologically.
Ma Ji said Xiaomi overseas application store monthly life in December 2017 reached 12 million orders of magnitude, has been fully localized, for developers, millet to provide full-dimension traffic support, special services, rapid response, with rich local For example, during the Diwali festival in India (equivalent to the Chinese New Year), millet collection of several information, photography, games, APP planning download activities, driving over one million downloads.
For advertisers, the overseas version of MIUI including browser, security center, millet video, millet music, including a variety of native APP as a rich media outlets, including push, pre-installed, open screen, including a rich presentation, depth Affect millet high-quality overseas users.
'Last year, Double 11, Lynx on the use of our services to enhance the dual 11 international influence,' Ma Ji said.
Nowadays, millet has accumulated a lot of experience in internationalization. It hopes to provide developers and advertisers with the services of "quality" and "efficiency" by setting up a "shared and cooperative" overseas Internet ecosystem.
Hundreds of millions of potential distribution
Millet's MIUI App Store has delivered 120 billion cumulative shipments in January 2018. The billions of distributed deliveries mean massive data accumulation and user base, resulting in deep industry insight and vertical segment traffic for better service development With advertisers.
Millet company MIUI eco-content store and theme general manager Qiu Ruiheng
'Developers are the closest comrades in Xiaomi, and Xiaomi App Store has been exploring better forms of collaboration and enabling developers to get more efficient traffic acquisitions,' said Qiu Ruiheng, MIUI's eco-content store and theme general manager at Xiaomi.
In 2018, the Golden Prize continues to endorse outstanding applications, and the high-quality version is updated for initial release. In addition, a number of free resources will continue to be optimized to allow greater efforts for developers to drain in. In terms of content cooperation, developers' premium content Such as video games, hot information, etc. can be in the millet application store home page for large images or rich media form.
In addition to helping developers achieve high exposure, a product called Kaleidoscope focuses on 'click-to-download' push. The core benefits of using kaleidoscope are -
1, personalized expression: personalized custom features, according to their own needs design theme page
2, media application development: the application of Kaleidoscope function can also be extended to other applications up.In addition to the application in the store, you can also MIUI other media applications.
3, Deeplink ability: Click the Deeplink link in the application details page, you can directly jump to the specified page in the APP, and directly reach the target page of the client application to effectively enhance the activity participation and conversion rate.
During Vipshop's 1024 'Go To Wave Together' outdoor activity, 'Kaleidoscope' integrated information such as 'big wave together' and 'trendy shoes' were sent out. Eventually CTR reached 10.2%.
This year, Kaleidoscope will also be on the third phase, the new bottom suspension style will be more efficient to promote download.
After hundreds of billions of distribution, millet app store into a new phase, will continue to explore more quality and efficiency of support policies and developers continue to work side by side, serving rice noodles, "Chui said.
Ecological advertising - commercial win-win program
Xiaomi first proposed the concept of 'eco-advertising'.
Xiaomi MIUI commercial products, general manager Gu Dawei
Millet cell phones, which have been used for 21 days and millions of APPs, are compared to Gu Dawei, the general manager of MIUI's commercial products division at Millet, and terribly different from other super APP's "plain farms", millet needs to be a combination of fragmented resources platform.
Integration, has also become the core of eco-advertising. Xiaomi based on the scene, the data, the media three dimensions to integrate the eventual formation of 24-hour life scenes full coverage, millet DMP and consumer personal knowledge map mastery, the six media types (application distribution, information Streaming, video chip, open screen, banner, OTT boot) all hit launch platform.
At the same time, Xiaomi found that the addition of developers will make millet ecological advertising more efficient as snowball, and because advertisers will be formed together by developers in the system, scenes, media segments and millet together to create a greater ecological, Bring more value.
Gu Dawei introduction, Eco-advertising wants to make the business slow down faster with system-level quality and efficiency.
For developers, millet put forward a system-level product upgrades - the system open screen, in the process of developers choose to access the network open ad, optimizing the traditional SDK, MIUI system capabilities to achieve one second open, zero-cost access, and in the past The industry generally prevailed for up to two weeks.
The technical support behind the system open screen from the millet SSP platform, Gu Dawei called it 'system-level product innovation', the developers of commercial liquidation process into a minimalist, support for sub-flow of choice, independent choice of industry, advertisers, creative material.
In addition to the system open screen, millet in the future there will be more system-level products to help developers, such as system hover ball, system plug-in screen and so on.
For advertisers, eco ads are focused on improving user productivity by leveraging more quality big data.
Quality comes from more accurate millet ecological advertising based on MIUI system-level data + millet ecological chain data (millet phone + TV + router + Iot's massive device-level data) insight, both online and offline coverage. Internet behavior, offline data Describe the digital performance of user physical space using millet intelligent hardware devices, such as location portrait, portrait portraits, environment portrait, etc. Online + offline, more accurate speculation about the real needs of consumers.
On this basis, millet launched the 'Chi-m' algorithm, in the millet from the data on the basis of vertical categories (such as e-commerce) data through real-time Deep-Learning, to further complete data splicing to achieve 'at the right time The right place to deliver the right message to the right consumer. "With 'Chi-Chi', the ROI of an e-commerce platform millet ad placement is up 300 +%.
Quality comes from anti-cheating. Based on millet system capabilities, you can accurately understand whether the real device to initiate traffic requests, follow-up from the user in the mobile terminal to verify the authenticity of the flow, the entire tracking conversion, to achieve precise orientation. It can be said millet Anti-cheating system is based on the multi-dimensional positioning of real devices, real users and true scenes, which can filter out 95% of cheating and improve the traffic quality so that the advertisement can reach more realistic and effective.
According to the data, millet eco-advertising aims to provide advertisers with more cost-effective traffic. The data shows that the ROI of eco-advertising has risen by more than 400% over the same traffic; creating more high-performance commercial value for the media and increasing revenue from accessing ecological advertising by 170%.
In the future, Xiaomi hopes to work together with developers to build a harmonious ecology. Advertising is only the first step. Gu Dawei said: 'Things in this world are as simple as you can when you love it.'
Quality Empowerment Brand Efficiency Improvement
MIUI advertising sales Xiaomi general manager of the National Marketing Zheng Zi extension
The fourth part of the conference, Xiaomi MIUI advertising sales general manager of the National Marketing Center Zheng Zitong to share with the field partners Xiaomi marketing some exploration.
He said that quality-boosting brands and improving efficiency are the interpretations of millet marketing for 'new product efficiency.' In Xiaomi's perception, product and efficiency are both ends of the scale, as are brands and effects, as are quality and efficiency , Indispensable.
'Xiaomi is a technology company with innovative technology capabilities to continuously improve the quality and efficiency of its marketing services with AI, Big Data, IoT, and R & D capabilities in commercial products. At the same time, Xiaomi is a creative-driven company that provides professional ideas Service. To help advertisers achieve better marketing results from the perspectives of consumer insight, strategy, creativity, media, and performance measurement, Zheng Zi Tuo said: 'Neglecting the brand only requires that the effect be the small advertising of the pole and neglect the effect of the transformation of the brand Construction is from Hi '.
On the scene of the conference, he used the case to fully demonstrate Xiaomi's Marketing New Efficiency.
Lynx double 11 exposure Blitz -
All media, the scene, focus on the outbreak of millet in 11 days with Lynx dual 11 cooperation, in full compliance with the cat strategy to achieve maximum drainage through scene, the original, a variety of media play, 43 exposure display And a comprehensive attack on the entrance, quickly penetrating thoroughly.
With the ability to cover users' 24-hour life scenes, Millet quickly mobilizes 12 native APPs, including tools, entertainment, social classes and millet OTT, to achieve full scene and full-time tyrants. Fully integrated into the Lynx double 11 carnival. The final spring flow gigantic flow out to achieve billions of exposure.
Reveal magnified marketing value in an innovative way. During the launch of Lynx Double 11, Xiaomi uses more than 17 innovative forms of media to enhance the original and interactivity of brands. In APPs such as Xiaomi Calendar and Xiaomi Weather, Big Day, Calendar Super Day, etc. Native form, into the user's life scene, and enhance the practicality to improve the conversion; use of the input method of media features, advertising information across APP landing; video floating layer Icon and other innovative media forms, with the need for manual operation of the user features, enhance the display, Brand and user interaction.Microsoft also matches the different material around the different scenes of the user to achieve the balance between quality and efficiency of advertisement delivery.
Innovative technology driven OTT marketing timely conversion. Millet OTT as the only comprehensive coverage of the box, television, laser projection television three intelligent terminal brands, covering over 50 million home users, daily living more than 10.2 million users, big screen HD, highly visual impact of the brand with a natural show Advantage, family scene is also a particular category such as kitchenware, food, mothers and babies and more have the desire to trigger the timely purchase of consumers.
Combined with Lynx double 11, millet with skin, puzzles and other innovative OTT launch forms, so that users immersed in the brand carnival, at the same time, dedicated Lynx channel, the use of OTT content and e-commerce content of the natural fit and promote brand exposure In the process, Xiaomi found that users have great purchasing needs for brand display content, and they use innovative technologies to shorten the path of consumers' purchase and conversion. .
For the first time to bring efficient advertisers to the sea. Millet also use the ability to sea advertising services Lynx dual 11 exposure to Hong Kong, Maucao and overseas regions, rice, so that they also joined the grand carnival.
Get 'big data + small data', NetEase selected doubled efficiency -
In the case of NetEase, we saw a big bang triggered by small data.
Small data, using research to find the 'key points' that 'super users' care about. Millet community has over 78 million registered users, MIUI Forum has 38.5 million registered geeks. MIUI Forum as a by-product of handset makers, but brought together the most active users, the reason behind is that millet has always insisted on the principle of making friends with the user The MIUI Forum played an important role in Xiaomi calling 'little data' energy.
In the cooperation with Netease strict selection, millet combines the commonality of the audience and the selected rice, the forum threw a message - 'Ask Otaku' which daily necessities can help you improve your life / work efficiency? As an advertising posts , The final floor to 2635 layers, with a total page views over 123000. These full of active participation of rice noodles to become Netease selected 'key users', they voted out of the five products: luggage, electric toothbrushes, in addition to mites Converting plugs into "key points." Among them, the luggage with the largest number of tickets is made into an advertisement landing material.
Small data enables big data to improve delivery. All the key users who participated in the voting formed a small sample of data.Xiaomi mini-data encryption (desensitization), through the Millet DMP platform Lookalike amplification tens of millions of big data, the key user votes selected luggage material through the open Screen, lock screen pictorial, information flow and other ways, put into the video, music, themes, forums, life and other different media portfolio, greatly enhance the delivery effect, ad open screen CTR up to 12%, higher than the average investment of 50 %. With 'little data', it not only improves the accuracy of big data, but also finds the most appropriate creative.
Zheng Zi-tao said that Millet's technological capabilities in areas such as AI, big data and IoT, as well as our ability to go to the sea, distribution capability and commercial product research and development have all become the cornerstone of millet marketing quality and efficiency in different dimensions. With the advent of technology The development of marketing is likely to develop beyond the imagination.
He imagined a scene of future marketing, millet rice cooker through the user's cooking habits, in the millet OTT for the user to push the rice for the user advertising information, and to see the user's mobile advertising mouth, facing the millet smart speaker said: Love students, buy a bag of five regular rice ', you can place an order directly.
The era of smart things, there will be a new game rules, millet and advertisers will jointly explore the millet IoT is the world's largest intelligent hardware IoT platform, but also when the transition occurs, more fully prepared.
'Technology will eventually blur the boundaries of the brand and its effects, and will blur the boundaries of marketing and service,' said Zheng Zituo.
Millet's secret is essentially to make every effort to make the product well, make every effort to improve business efficiency, there is no place to be opportunistic. Millet's starting point is not how much money now, but how to do this thing than expected, which is Millet and others are different places - Lei Jun millet chairman and CEO
In 2017, internationalization, new retail, eco-chain, IoT ... become the new label of millet, Xiaomi has been actively exploring its business with 'tomorrow's attributes' and giving it a gene of quality and efficiency. For millet MIUI, The efficiency of the gene for the sea business to achieve domestic efficiency, bring hundreds of billions for developers to develop the potential to create a win-win business for the ecological environment, but also driven marketing services innovation.
On January 18, the 'New Product MIEW Smart Ecological Conference' was held in Beijing. The MIUI International Market, Applied Stores, Commercial Products and Advertising Sales jointly discussed the new understanding of products and efficiency and discussed with the industry Share the accumulated experience and achievements in 2017.
On the scene of the conference, Zhang Guohua, president of China Advertising Association, affirmed Xiaomi's commercial service capability.
China Advertising Association Zhang Guohua
The first Amy Award was presented at the conference, which aims to award outstanding application partners and marketing platforms with the spirit of "new products and efficiency" from the perspectives of influence, innovation and commercial value, set up the most influential marketing platform in 2017, Best traffic contribution APP, the best international APP, the most popular APP and other awards, of which Ali mother, today's headlines, mobile Thunder, UC News, beep miles bells and other units award.Mi Mi MIUI vice president of advertising sales at the same time Jin Ling Released 13 2018 millet advertising effect core agents.
Jinling MIUI vice president of advertising sales
Millet Hung Fung: extraordinary 2017
Hung Fung, co-founder and senior vice president of MI, and head of MIUI, Xiaomi, said that 2017 was a magnificent and exciting year for Xiaomi with many achievements. Xiaomi has established a sound ecosystem, which is an iron man A trio of business models, including hardware, the Internet and new retail.
Xiaofeng co-founder and senior vice president of MIUI, head of MIUI
In the layout of hardware and ecological chain, millet has a patented technology with a total of 6,563 patents, of which over half are overseas patents. Xiaomi has invested in 99 ecological chain companies, of which 5 are hardware unicorns valued at 1 billion U.S. dollars. Over 85 million internet devices on the IOT platform and 20 billion smart-revenue in 2017.
He said that Xiaomi is still a company that designs and innovates, and Xiaomi won the gold medal of the four most important design awards in the world and received more than 100 industrial design awards. In addition, millet MIX was collected by the Finnish National Design Museum, millet MIX2 was Pippen Social Center included in the collection.
Millet new retail momentum is good, millet home has exceeded 300, covering 70 countries and regions, outside the authorized shop millet 113, Ping effect (per square meter on daily sales created) second only to the Apple store Ranked second in the world.
'We hope that the Xiaomi model will bring more business opportunities to our partners,' said Hong Feng.
The essence of internationalization is localization
Now is the best time for developers to go to sea.
MI Ji, general manager of International MIUI Ma Ji
Domestic explosions APP basically concentrated in the golden period from 2011 to 2013, WeChat is 2011, the headlines today, the drop was established in 2012. If the developer missed this time, but also want high-speed growth, very With the historical recurrence of the outbreak how to do? To go overseas! In India, Indonesia and other countries in the early stages of the development of mobile Internet can achieve spatial reversal in the right soil, the birth of more efficient growth.
'The essence of internationalization is localization,' said Ma Ji, general manager of MIUI International at Xiaomi.
With accurate grasp of the current situation and a correct international methodology, Xiaomi handsets have topped shipments in 14 countries overseas, with India and Belarus being the number 1. In 2017 Q3 India has a 23.5% market share, The total sales of 9.2 million units.Great sales base, in the breadth of millet to become the ideal platform for developers to sea.
Active support policies, but also effectively reduce the developer's resistance to sea.
Xiaomi has been using its home country to operate overseas markets. The Indian version of Xiaomi's mobile phone is basically a pure Indian with a calendar of Panchang calendar (equivalent to Chinese lunar calendar), taxi access to Ola (Indian drops) Paid access to Paytm (Alipay in India), and Xiaomi Music has also been linked up with Hungama, India (the largest copyright holder of Bollywood music) ... enabling Indian users to instantly accept millet psychologically.
Ma Ji said Xiaomi overseas application store monthly life in December 2017 reached 12 million orders of magnitude, has been fully localized, for developers, millet to provide full-dimension traffic support, special services, rapid response, with rich local For example, during the Diwali festival in India (equivalent to the Chinese New Year), millet collection of several information, photography, games, APP planning download activities, driving over one million downloads.
For advertisers, the overseas version of MIUI including browser, security center, millet video, millet music, including a variety of native APP as a rich media outlets, including push, pre-installed, open screen, including a rich presentation, depth Affect millet high-quality overseas users.
'Last year, Double 11, Lynx on the use of our services to enhance the dual 11 international influence,' Ma Ji said.
Nowadays, millet has accumulated a lot of experience in internationalization. It hopes to provide developers and advertisers with the services of "quality" and "efficiency" by setting up a "shared and cooperative" overseas Internet ecosystem.
Hundreds of millions of potential distribution
Millet's MIUI App Store has delivered 120 billion cumulative shipments in January 2018. The billions of distributed deliveries mean massive data accumulation and user base, resulting in deep industry insight and vertical segment traffic for better service development With advertisers.
Millet company MIUI eco-content store and theme general manager Qiu Ruiheng
'Developers are the closest comrades in Xiaomi, and Xiaomi App Store has been exploring better forms of collaboration and enabling developers to get more efficient traffic acquisitions,' said Qiu Ruiheng, MIUI's eco-content store and theme general manager at Xiaomi.
In 2018, the Golden Prize continues to endorse outstanding applications, and the high-quality version is updated for initial release. In addition, a number of free resources will continue to be optimized to allow greater efforts for developers to drain in. In terms of content cooperation, developers' premium content Such as video games, hot information, etc. can be in the millet application store home page for large images or rich media form.
In addition to helping developers to achieve high exposure, a product called Kaleidoscope focuses on the powerful push-click-download. The core benefits of using Kaleidoscope -
1, personalized expression: personalized custom features, according to their own needs design theme page
2, media application development: the application of Kaleidoscope function can also be extended to other applications up.In addition to the application in the store, you can also MIUI other media applications.
3, Deeplink ability: Click the Deeplink link in the application details page, you can directly jump to the specified page in the APP, and directly reach the target page of the client application to effectively enhance the activity participation and conversion rate.
During Vipshop's 1024 'Go To Wave Together' outdoor activity, 'Kaleidoscope' integrated information such as 'big wave together' and 'trendy shoes' were sent out. Eventually CTR reached 10.2%.
This year, Kaleidoscope will also be on the third phase, the new bottom suspension style will be more efficient to promote download.
After hundreds of billions of distribution, millet app store into a new phase, will continue to explore more quality and efficiency of support policies and developers continue to work side by side, serving rice noodles, "Chui said.
Ecological advertising - commercial win-win program
Xiaomi first proposed the concept of 'eco-advertising'.
Xiaomi MIUI commercial products, general manager Gu Dawei
Millet cell phones, which have been used for 21 days and millions of APPs, are compared to Gu Dawei, the general manager of MIUI's commercial products division at Millet, and terribly different from other super APP's "plain farms", millet needs to be a combination of fragmented resources platform.
Integration, has also become the core of eco-advertising. Xiaomi based on the scene, data, media three dimensions of the integration.A final 24-hour life scene full coverage, millet DMP and consumer personal knowledge map mastery, the six media types (application distribution, information Streaming, video chip, open screen, banner, OTT boot) all hit launch platform.
At the same time, Xiaomi found that the addition of developers will make millet ecological advertising more efficient as snowball, and because advertisers will be formed together by developers in the system, scenes, media segments and millet together to create a greater ecological, Bring more value.
Gu Dawei introduction, Eco-advertising wants to make the business slow down faster with system-level quality and efficiency.
For developers, millet put forward a system-level product upgrades - the system open screen, in the process of developers choose to access the network open ad, optimizing the traditional SDK, MIUI system capabilities to achieve one second open, zero-cost access, and in the past The industry generally prevailed for up to two weeks.
The technical support behind the system open screen from the millet SSP platform, Gu Dawei called it 'system-level product innovation', the developers of commercial liquidation process into a minimalist, support for sub-flow of choice, independent choice of industry, advertisers, creative material.
In addition to the system open screen, millet in the future there will be more system-level products to help developers, such as system hover ball, system plug-in screen and so on.
For advertisers, eco ads are focused on improving user productivity by leveraging more quality big data.
Quality comes from more accurate millet ecological advertising based on MIUI system-level data + millet ecological chain data (millet phone + TV + router + Iot's massive device-level data) insight, both online and offline coverage. Internet behavior, offline data Describe the digital performance of the user physical space using millet intelligent hardware devices, such as location portrait, portrait portraits, environment portrait, etc. Online + offline, more accurate guess the true needs of consumers.
On this basis, millet launched the 'Chi-m' algorithm, in the millet from the data on the basis of vertical categories (such as e-commerce) data through real-time Deep-Learning, to further complete data splicing to achieve 'at the right time The right place to deliver the right message to the right consumer. "With 'Chi-Chi', the ROI of an e-commerce platform millet ad placement is up 300 +%.
Quality comes from anti-cheating. Based on millet system capabilities, you can accurately understand whether the real device to initiate traffic requests, follow-up from the user on the phone side to verify the authenticity of the flow, tracking the entire conversion, to achieve precise orientation. It can be said millet Anti-cheating system is based on the multi-dimensional positioning of real devices, real users and true scenes, which can filter out 95% of cheating and improve the traffic quality so that the advertisement can reach more realistic and effective.
According to the data, millet eco-advertising aims to provide advertisers with more cost-effective traffic. The data shows that the ROI of eco-advertising has risen by more than 400% over the same traffic; creating more high-performance commercial value for the media;
In the future, Xiaomi hopes to work together with developers to build a harmonious ecology. Advertising is only the first step. Gu Dawei said: 'Things in this world are as simple as you can when you love it.'
Quality Empowerment Brand Efficiency Improvement
MIUI advertising sales Xiaomi general manager of the National Marketing Zheng Zi extension
The fourth part of the conference, Xiaomi MIUI advertising sales general manager of the National Marketing Center Zheng Zitong to share with the field partners Xiaomi marketing some exploration.
He said that quality-boosting brands and improving efficiency are the interpretations of millet marketing for 'new product efficiency.' In Xiaomi's perception, product and efficiency are both ends of the scale, as are brands and effects, as are quality and efficiency , Indispensable.
'Xiaomi is a technology company with innovative technology capabilities to continuously improve the quality and efficiency of its marketing services with AI, Big Data, IoT, and R & D capabilities in commercial products. At the same time, Xiaomi is a creative-driven company that provides professional ideas Service. To help advertisers achieve better marketing results from the perspectives of consumer insight, strategy, creativity, media, and performance measurement, Zheng Zi Tuo said: "Neglecting the brand only seeks to achieve the desired result is that the effect is transformed into a small advertisement Construction is from Hi '.
On the scene of the conference, he used the case to fully demonstrate Xiaomi's Marketing New Efficiency.
Lynx double 11 exposure Blitz -
All media, the scene, focus on the outbreak of millet in 11 days with Lynx dual 11 cooperation, in full compliance with the cat strategy to achieve maximum drainage through scene, the original, a variety of media play, 43 exposure display And a comprehensive attack on the entrance, quickly penetrating thoroughly.
With the ability to cover users' 24-hour life scenes, Millet quickly mobilizes 12 native APPs, including tools, entertainment, social classes and millet OTT, to achieve full scene and full-time tyrants. Fully integrated into the Lynx double 11 carnival. The final spring flow gigantic flow out to achieve billions of exposure.
Reveal magnified marketing value in an innovative way. During the launch of Lynx Double 11, Xiaomi uses more than 17 innovative forms of media to enhance the original and interactivity of brands. In APPs such as Xiaomi Calendar and Xiaomi Weather, Big Day, Calendar Super Day, etc. Native form, into the user's life scene, and enhance the practicality to improve the conversion; use of the input method of media features, advertising information across APP landing; video floating layer Icon and other innovative media forms, with the need for manual operation of the user features, enhance the display, Brand and user interaction.Microsoft also matches the different material around the different scenes of the user to achieve the balance between quality and efficiency of advertisement delivery.
Innovative technology driven OTT marketing timely conversion. Millet OTT as the only comprehensive coverage of the box, television, laser projection television three intelligent terminal brands, covering over 50 million home users, daily living more than 10.2 million users, big screen HD, highly visual impact of the brand with a natural show Advantage, family scene is also a particular category such as kitchenware, food, mothers and babies and more have the desire to trigger the timely purchase of consumers.
Combined with Lynx double 11, millet with skin, puzzles and other innovative OTT launch forms, so that users immersed in the brand carnival, at the same time, dedicated Lynx channel, the use of OTT content and e-commerce content of the natural fit and promote brand exposure In the process, Xiaomi found that users have great purchasing needs for brand display content, and they use innovative technologies to shorten the path of consumers' purchase and conversion. .
For the first time to bring efficient advertisers to the sea. Millet also use the ability to sea advertising services Lynx dual 11 exposure to Hong Kong, Maucao and overseas regions, rice, so that they also joined the grand carnival.
Get 'big data + small data', NetEase selected doubled efficiency -
In the case of NetEase, we saw a big bang triggered by small data.
Small data, using research to find the 'key points' that 'super users' care about. Millet community has over 78 million registered users, MIUI Forum has 38.5 million registered geeks. MIUI Forum as a by-product of handset makers, but brought together the most active users, the reason behind is that millet has always insisted on the principle of making friends with the user The MIUI Forum played an important role in Xiaomi calling 'little data' energy.
In the cooperation with Netease strict selection, millet combines the commonality of the audience and the selected rice, the forum threw a message - 'Ask Otaku' which daily necessities can help you improve your life / work efficiency? As an advertising posts , The final floor to 2635 layers, with a total page views over 123000. These full of active participation of rice noodles to become Netease selected 'key users', they voted out of the five products: luggage, electric toothbrushes, in addition to mites Converting plugs into "key points." Among them, the luggage with the largest number of tickets is made into an advertisement landing material.
Small data enables big data to improve delivery. All the key users who participated in the voting formed a small sample of data.Xiaomi mini-data encryption (desensitization), through the Millet DMP platform Lookalike amplification tens of millions of big data, the key user votes selected luggage material through the open Screen, lock screen pictorial, information flow and other ways to video, music, themes, forums, life and other different media portfolio, greatly enhance the delivery effect, ad open screen CTR up to 12%, higher than the average investment of 50 %. With 'little data', it not only improves the accuracy of big data, but also finds the most appropriate creative.
Zheng Zi-tao said that Millet's technological capabilities in areas such as AI, big data and IoT, as well as our ability to go to the sea, distribution capability and commercial product research and development have all become the cornerstone of millet marketing quality and efficiency in different dimensions. With the advent of technology The development of marketing is likely to develop beyond the imagination.
He imagined a scene of future marketing, millet rice cooker through the user's cooking habits, in the millet OTT for the user to push the rice for the user advertising information, and to see the user's mobile advertising mouth, facing the millet smart speaker said: Love students, buy a bag of five regular rice ', you can place an order directly.
The era of smart things, there will be a new game rules, millet and advertisers will jointly explore the millet IoT is the world's largest intelligent hardware IoT platform, but also when the transition occurs, more fully prepared.
'Technology will eventually blur the boundaries of the brand and its effects, and will blur the boundaries of marketing and service,' said Zheng Zituo.
