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网易严选联合七品牌成立“发现生活小组” - 站长搜索
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网易严选联合七品牌成立“发现生活小组”

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2017-11-29 11:31:08 转载来源: 网易科技报道

11月29日消息,网易严选近日宣布与万科泊寓、爱范儿、乐动力、花点时间、ENJOY、时光网等7个品牌共同成立“发现生活小组”,即网易严选拟通过“社群融合”探索一种新的社群运营模式。从以往商业中已有的社群运营相关模式看,此次网易严选联合几家品牌具体社群融合的初始阶段,或将从三方面入手:1,用户间相互认证,2,权益相互打通,3,福利共享


11月29日消息,网易严选近日宣布与万科泊寓、爱范儿、乐动力、花点时间、ENJOY、时光网等7个品牌共同成立发现生活小组”,即网易严选拟通过“社群融合”探索一种新的社群运营模式。

从以往商业中已有的社群运营相关模式看,此次网易严选联合几家品牌具体社群融合的初始阶段,或将从三方面入手:1,用户间相互认证,2,权益相互打通,3,福利共享。

期间,网易严选也联合艾瑞咨询发布了《“新消费”趋势下社群发展白皮书》,洞悉“新消费”下社群发展的趋势与机会。

本月初,网易董事局主席兼首席执行官丁磊受邀在两岸企业家峰会上发表了《新时代 新消费 新模式》的专题演讲,提出了“新消费”和“严选模式”。其中谈到,“对用户需求的理解,是一切的原点”。严选方面称,本次“发现生活小组”的成立,即希望通过品牌方在内容、权益等多方交叉的合力,实现未来品牌之间用户权益的打通,线下也会有更多的深度互动体验。

其中“1元入住严选HOME”是“发现生活小组”推出的第一个活动, “严选HOME”的内容包括了场景空间展示、线下商品售卖、定制软装方案三个方面,对空间品质和生活态度进行双向升级。严选与泊寓双方合作推出“14天改造家”活动,让严选粉丝与万科泊寓的设计师一同参与房间设计改造,用户可用1块钱获得“严选HOME”的入住权。

网易严选社群运营负责人表示,“社群融合”和品牌间的商务合作在本质上是不同的,社群融合以用户需求为中心,先有用户需求的洞察,再寻找合适的品牌一起满足用户的需求,而商务合作出发点更多是某一品牌方先有营销需求,再联合其他品牌对用户做营销活动。此外,网易严选作为发起方,也会对“发现生活小组”内品牌进行“严选”。

有分析认为,“粉丝经济”是以品牌营销需求为中心,最大的特点在于其强大的情绪煽动性和推动力,造偶像或卖产品,赚粉丝的钱。社群经济是以用户需求为中心,一群有共同兴趣、认知、价值观的用户聚集,相互反哺的价值关系。而发展到现阶段,由于“新消费”时代用户行为的变化,简单的“社群经济”模式也无法满足用户需求,所以“社群融合”或将可以进一步激发品牌之间的相互价值。

此外,《“新消费”趋势下社群发展白皮书》得出的结论趋势是:“社群是品牌与用户保持沟通的重要通道”。从性别及年龄分布来看,社群活跃人群中男女比例持平,其中40岁以下中青年是社群活跃人群的主力军,基本以80后、90后为主。(锡安)

标签: 网易 严选 联合 品牌 成立 发现 生活 小组


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