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Author |Bobby (Beijing).
The competitive focus of operators is changing.
Since the Ministry of Industry and Information Technology issued a 5G license in June 2019, China's 5G has become an important direction for operators to expand their business. After the initial customer acquisition phase, the novelty of 5G has passed, and the competition for 5G users needs to shift from technology-oriented to brand-oriented and culturally oriented.
Under the traditional logic of operator competition, it is difficult for new enterprises to change and regain market space. Even if China Radio and Television obtains a 5G license, it still has to face huge user barriers. But when the operation of 5G shifts to branding, it means that everyone has the opportunity to stand on the same starting line.
This trend will be more obvious in 2024, and in this new competition, the opportunity period of China Radio and Television 5G may be coming.
1.From service to branding
The midfield battle of China's 5G is full of more variables because of the addition of China Radio and Television.
After the rapid construction in the past few years, 5G has begun to take shape in China.
In terms of infrastructure, according to the Ministry of Industry and Information Technology, as of November 2023, China has built 328 5G base stations20,000, an increase of 42% from the end of 2022, accounting for 28 of the total number of mobile base stations5%。
Geographically, the 5G network has covered all prefecture-level cities and counties, with nearly 23 5G base stations per 10,000 people, and more than 90% of 5G base stations have been co-built and shared.
On the user side, as of November 2023, the number of 5G mobile** users has reached 77.1 billion households, a year-on-year increase of 422%, an increase of 2100 million households, and the proportion of 5G users in the overall mobile users has reached 447%。According to this trend, 5G users will exceed half of the overall mobile users in 2024, becoming the most mainstream communication method.
It can be said that the application of 5G has gradually entered a mature period, and the public has a preliminary understanding of 5G services, and no longer has the strangeness of being a new thing a few years ago. Even on social platforms, there have been quite a few criticisms of the more detailed services of operators.
This is the embodiment of the public's disenchantment of 5G, which also means that the brand operation of 5G is closer to the logic of ordinary brands - building barriers and shaping the minds of users, so as to enhance the stickiness of brand users.
In addition to the operation of existing users, the future incremental population of 5G users will mainly come from young people and users in the sinking market. The sinking market is currently the most important development area of 5G, and after the coverage of cities and towns across the country is basically completed, 5G coverage in rural and remote areas will be the next key work, which requires the participation of low frequency bands.
In the process of reaching a wider range of users, China Radio and Television has broken through with culture
China Radio and Television's 5G 700MHz frequency band is an important frequency band to cover this part of the user. In 2023, China Radio and Television will complete the migration of 700MHz terrestrial digital electricity rate in a comprehensive and high-speed manner, laying a solid market foundation for 5G applications.
China Radio and Television is also aware of this opportunity for its own development. Song Qizhu, chairman of China Radio and Television Network Co., Ltd., and chairman of China Radio and Television Network Co., Ltd., has said that China Radio and Television will actively participate in the country's universal telecommunications services and promote cable networks and radio and television 5G to extend coverage to remote areas.
For people in the sinking market, in addition to infrastructure construction and providing high-quality services, it is also important to establish their awareness of the operator's brand. Users in the sinking market often have a strong inertia of content consumption, for example, they will avoid members with long ** content, but they are willing to place orders at the speed of light in the live broadcast rooms of Douyin and Kuaishou.
For this part of the user, it is necessary to find out their usage habits in order to achieve accurate and effective brand marketing. And this is the advantage of China Radio and Television in the future. In 2023, the China Radio and Television 5G brand will show the openness of new platform cooperation, and the "Provincial Song" cooperated with Douyin expert Sister Wang is coming, which has a strong local flavor and is also in line with the content consumption habits of users in the sinking market.
On the other hand, China Radio and Television has long established a solid brand recognition in the sinking market. In the past long time, rural users have developed consumption habits and brand trust in radio and television products, and this trust can be transmitted to the communication field to complete the mutual transformation of wired and wireless users of China Radio and Television.
At the level of brand marketing, China Radio and Television has also fully mobilized radio and television companies in various provinces, as well as radio and television business halls all over the country to carry out the construction and dissemination of China Radio and Television's 5G brand marketing content. These are all important ways and effective means to build the user's mind.
In addition to continuing these fixed plays, China Radio and Television has recently cooperated with the People's **Xin** to launch a short film about the Dragon Dance.
China Radio and Television cooperates with the people
A short video for the Year of the Dragon
The choice of platform is an important aspect of shaping the user's mind. In addition to platforms with many young users such as Douyin and Weibo, mainstream platforms such as "People**" undoubtedly have stronger content penetration in the extensive user acquisition and sinking market, and can also help China Radio and Television 5G further grasp the consumption needs of this part of users.
Traditional culture-oriented content also contributes to the dissemination of the target audience. These contents are the greatest common divisor of the consumption demand of Chinese audiences, and they are also one of the contents that can best penetrate the sinking market. With this cooperation as a proof, in the future, presumably China Radio and Television 5G will launch more traditional cultural promotional content.
Traditional cultural content is also an important means for new brands to impress young people, for example, many beauty brands have integrated elements such as oriental aesthetics into brand promotion, and try to build themselves as the inheritors of traditional beauty culture.
For younger users, a new brand may also be an advantage. The younger generation often does not have much baggage for brand consumption, and what is needed is for the brand to provide effective emotional value and symbolic value, and even to establish a quasi-intimate relationship between the brand and the user.
The establishment of intimate relationships needs to be based on new changes, and with the reconstruction of media and user consumption habits, the changes in brand marketing will continue. This is also the key to determining the differentiation of China Radio and Television in 2024 and in the second half of the 5G business race.
2.From proofing to breaking circles
2023 is a year for China Radio and Television's 5G business to conduct brand marketing proofing.
From the popularity of "Provincial Song" on Douyin, it can be seen that China Radio and Television has initially formed a set of popular style play on a new platform.
The first is to choose a blogger or KOL with a distinctive personality and script style, and a brand fit, and then co-create content that fits the needs of users and conforms to user rules.
After the content is produced, make full use of its communication rules in the Internet community to form a more extensive brand marketing effect. **Next, it is to use the original Chinese radio and television communication system that has been formed, and then further spread the materials to all parts of the country.
The advantage of this set of playing methods is that it combines the advantages of China Radio and Television's own organizational structure, and fully takes into account the communication laws of the new world. Being able to mingle with users in the online community and disseminate the brand image in a language familiar to young people is the advantage of China Radio and Television compared with other operators. The business outlets all over the country are the offline advantages of China Radio and Television compared with other new brands.
China Radio and Television 5G's college marketing campaign in the 2023 school season
What China Radio and Television 5G brand needs to do is to seek to find further explosive models in 2024 after the exploration of this set of playing methods is completed. Creating a content explosion or a phenomenal communication event has a certain degree of accidentality, but it is also the most important way for new brands to enter the public eye.
In the past few years, many emerging brands have become the focus of discussion on short ** and social platforms under the impetus of Internet user sentiment at certain moments, such as Oriental Selection, Hongxing Erke and White Elephant, and recently there are domestic brands that have been out of the circle because of the Huaxizi incident and competing products such as Gaotu Youpin, which was squeezed into the live broadcast room by users due to Dong Yuhui's turmoil.
China Radio and Television basically did a good job in the layout and exploration of brand marketing last year, and there may only be one emotional tipping point missing from completely going to the public.
Analyzing the brand popularity cases in the past few years, it can be found that the brands that can catch the "splashing wealth" often have a certain topicality, but lack an introduction.
China Radio and Television is closely related to the public's feelings, and 5G and operators are topics of great concern to netizens. Therefore, in 2024, it is not impossible for a national event that can make the 5G brand of China Radio and Television out of the circle.
In addition to the topic tension it has, the occurrence of hot spots on the platform is often closely related to the occurrence of some major events. For example, Hongxing Erke's exit from the circle was noticed by everyone because of the donation in the big news event of the Henan rainstorm, and at the same time, because the public has a brand memory of it, with the blessing of the platform, it has completed a sudden explosion.
Therefore, in 2024, it is particularly noteworthy that there are some important propagation nodes. In 2024, the Paris Olympics will be an important opportunity for brands to find a place to communicate and shape the minds of users. In a global traffic feast like the Olympic Games, it is often an important node for new brands to complete image construction and shape users' minds.
The 2023 National Day coincides with the Hangzhou Asian Games
Jiangsu Cable launched an interactive activity poster on Weibo
It is foreseeable that in the future, China Radio and Television will continue to maintain the proven play method in 2023, that is, facing young users, combining youth culture, and taking root in the new ** community to promote brand marketing as a whole. In the context of the closer combination of the Olympic heat and the new **, the playing style of China Radio and Television's 5G brand is likely to bring a new wave of traffic to itself, as well as the ensuing increase in users.
Through the initial exploration, China Radio and Television 5G has gradually found an effective way to transmit to C. In 2024, China Radio and Television 5G is expected to apply this experience to new cases and nodes, so as to form a broader and deeper brand influence of China Radio and Television's 5G business.
For China Radio and Television 5G brand, in the overall consumer market, it is a critical period for the brand to reshape the user's mind, and in the field of communication, the sinking market and young users are facing an important moment in shaping the brand image, and the two window periods are superimposed, bringing more room for reverie for its exploration in 2024.