小米互联网业务部商业营销品牌总经理陈高铭分享了《如何成为新增长机遇下的确定性》主题演讲，与行业专家共同探讨品牌新的营销方向和新的增量方式。
以下为演讲实录：
经济回暖、消费复苏，新增长机遇已经摆在我们眼前。一边是中国消费市场中所蕴藏的巨大发展潜力，一边是人口、流量等外部红利消失殆尽。品牌想要把握机遇乘风而起实现高质量增长，就必须打造强势品牌力，形成企业的核心竞争力和壁垒力。
当下，在传统的产品+流量+渠道的增长模式正在失效的同时，消费者的消费趋势也发生了巨大的转变，他们会选择将钱花在那些具有确定性、信赖性的品牌身上。这给我们带来了一个强烈的信号——品牌的建设才是持久、稳定的真红利。数字化转型网www.szhzxw.cn
但是在做好品牌、守住真红利的过程中，很容易陷入三个误区：一是将传播与做品牌画等号，二是只考虑流量忽略质量，三是把直播带货认定成做品牌。那么如何避免陷入品牌营销的短视陷阱，用长期发展的角度帮助品牌贯穿发展周期？
小米互联网业务部商业营销品牌总经理陈高铭表示：
品牌营销效果是流量和质量共同作用的结果，而高质量营销是实现高质量增长的关键。因此，小米商业营销基于凯度品牌高质量增长3c模型，即：品牌力增长的关键要素包括高质量的媒介、高质量体验和高质量渠道，打造强势品牌力，守住发展真红利。
第一，在高质量媒介这个要素中，OTT已经成为国民级的媒介。2022年，OTT用户人数已突破10.83亿，在流量触达层面上拥有绝对优势。同时，作为家庭娱乐终端，智能大屏已经不仅仅局限于看电视，当下的OTT大屏成为集合了听音乐、健身、购物、控制智能家居等多功能的智能终端，全方位锁定家庭场景下的用户需求。同时，与其他媒介相比，OTT广告在记忆度上也有明显的优势，效率是其他媒体的1.86倍。可见，作为品牌广告投放的最佳媒介，OTT能有效提升品牌认知与消费转化。
除了媒介触达率与覆盖率上的优势，在内容的创意性和个性化表达层面，小米商业营销有专属的创意团队。通过不断研发新的产品，比如裸眼3D、沉浸式品牌秀场、把AR、VR和OTT大屏结合，在帮助客户优化品牌传播元素的基础上，提高曝光效果，让品牌的商业化需求与消费者对内容的需求完美融合，在把好的产品有效分享给核心用户的同时，有效触达家庭场景，强化共识力。
第二，是在实现高质量品牌体验上，身兼终端厂商和营销服务平台双重身份的小米商业营销能够用好产品、低成本给品牌带来超预期体验。通过完备的物联网生态，小米可以联合客户打造跨界的整合营销。这种极具科技感、智能感的方式不仅符合当前的AIoT智能生活趋势，让消费者眼前一亮，还能为品牌打造差异化特色营销方式，提供多场景的触点，创造有温度的品牌体验。
最后是高质量渠道，这更像是一个新型的场景研发。小米布局的智能生态全场景，从家庭场景、个人场景和智能生活场景，全方位融入用户生活，让品牌的发声有了多种可能性。因此，品牌在小米智能生态体系的加持下，从触达到触动，在无形之中实现品牌对用户心智的占领。数字化转型网www.szhzxw.cn
当消费者开始回归真需、追求消费的真价值时，品牌与消费者的关系也悄然发生了转变，即消费者化被动为主动。因此，想要打造强劲的品牌力就必须重塑与消费者的关系，主动与消费者建立深度的连接。小米商业营销以高质量媒介、体验、渠道为核心，助力品牌打造更具确定性的高质量强品牌，更是依托小米全场景智能生态为品牌赋能，吸引消费者主动靠近，助推品牌与目标用户的深度沟通，完成用户心智的构建和品牌资产的沉淀。同时，也让品牌自带流量 ，最大化转化为实际销售额，成就品牌价值双效增长。消费回归真价值，流量见顶的背景下，小米 OTT 期待能和更多行业伙伴一同合作，帮助品牌守住真红利，把握 2023年的确定性。
本文分享嘉宾：小米互联网业务部商业营销品牌总经理陈高铭
翻译：
On March 17, 2023 China CGO Summit was successfully held at Baohua Marriott in Shanghai. Many of the attendees broke the mold and rethought the market and trends in their discussions with the industry.
During the summit, nearly 30 brand executives took the stage, with the help of well-known economists, several experts from primary and secondary markets, and nearly 200 brand representatives attended the summit, which was watched by nearly 120,000 people online. These statistics show that the first China CGO Summit was a complete success!数字化转型网www.szhzxw.cn
Chen Gaoming, general manager of business marketing brand of Xiaomi Internet Business Department, shared the keynote speech “How to become the Certainty under New Growth Opportunities” in the “Insight Consumer Trends” section of 2023 China CGO Summit, and discussed the brand’s new marketing direction and new incremental ways with industry experts.
The following is the transcript of the speech:
The economy is picking up, consumption is recovering, and new growth opportunities are in front of us. On the one hand, there is huge development potential in China’s consumer market. On the other hand, external dividends such as population and traffic flow disappear. If a brand wants to seize the opportunity and ride the wind to achieve high quality growth, it must build a strong brand force and form the core competitiveness and barrier force of the enterprise.
At present, while the traditional growth model of product + traffic + channel is failing, the consumption trend of consumers has also undergone a great change. They will choose to spend money on those brands with certainty and trust. This brings us a strong signal — brand building is the real dividend of lasting stability.
But in the process of doing a good brand and keeping the real dividend, it is easy to fall into three misunderstandings: one is to spread and do brand drawing equal sign, two is only to consider traffic ignore quality, three is to live with goods identified as a brand. So how to avoid the short-sighted trap of brand marketing and help the brand through the development cycle from the perspective of long-term development?数字化转型网www.szhzxw.cn
Chen Gaoming, general manager of commercial marketing brand of Xiaomi Internet Business unit, said:
The effect of brand marketing is the result of both traffic and quality. And high quality marketing is the key to achieve high quality growth. Therefore, Xiaomi’s commercial marketing is based on Kantar’s 3c model of high-quality growth, that is. The key elements of brand power growth include high-quality media, high-quality experience and high-quality channels. So as to build strong brand power and keep the real dividend of development.
First, OTT has become a national medium among the elements of high-quality media. In 2022, the number of OTT users has exceeded 1.083 billion, which is an absolute advantage in terms of traffic reach.
At the same time, as a home entertainment terminal, smart large screen is not limited to watching TV, the current OTT large screen has become a collection of music, fitness, shopping, smart home control and other functions of the intelligent terminal, comprehensively lock the needs of users in the family scene. At the same time, compared with other media, OTT advertising also has an obvious advantage in memory, the efficiency is 1.86 times that of other media. It can be seen that OTT, as the best medium for brand advertising, can effectively improve brand awareness and consumption transformation.
In addition to the advantages of media reach rate and coverage rate. Xiaomi business marketing has its own creative team in terms of creativity and personalized expression of content. Through continuous research and development of new products,. Such as naked eye 3D, immersive brand show, AR, VR and OTT large screen combination. On the basis of helping customers optimize brand communication elements, improve the exposure effect. So that the brand’s commercial needs and consumer demand for content perfect integration. While effectively sharing good products to core users, effectively touch the family scene. Strengthen consensus.
Second, in terms of achieving high-quality brand experience, Xiaomi business marketing, which is both a terminal manufacturer and a marketing service platform, can bring the brand experience beyond expectations with good products and low cost.
Through a complete iot ecosystem, Xiaomi can cooperate with customers to create cross-border integrated marketing. This way with a sense of technology and intelligence not only conforms to the current trend of AIoT smart life and makes consumers bright. But also can create differentiated marketing methods for the brand, provide multi-scene touch points, and create a warm brand experience.
Finally, high-quality channels, which are more like a new type of scenario development.
Xiaomi layout of intelligent ecological scene, from the family scene, personal scene and intelligent life scene. All-round integration into the user’s life, so that the voice of the brand has a variety of possibilities. Therefore, under the support of Xiaomi’s intelligent ecosystem. The brand can achieve the occupation of the user’s mind from touch to touch.数字化转型网www.szhzxw.cn
When consumers start to return to the real demand and pursue the real value of consumption. The relationship between brands and consumers also quietly changes, that is, consumers turn passive into active. Therefore, if you want to build a strong brand, you must rebuild the relationship with consumers. And take the initiative to establish a deep connection with consumers. Xiaomi’s commercial marketing takes high-quality media, experience and channels as the core to help the brand build a high-quality brand with more certainty.
It also relies on Xiaomi’s intelligent ecology of the whole scene to empower the brand, attract consumers to take the initiative to approach the brand, promote the deep communication between the brand and target users, and complete the construction of users’ minds and the precipitation of brand assets. At the same time, also let the brand own traffic, maximize the conversion into actual sales, achieve the double effect growth of brand value. Under the background of consumption returning to true value and traffic peaking, Xiaomi OTT looks forward to cooperating with more industry partners to help the brand keep the true dividend and grasp the certainty of 2023.
Guest: Chen Gaoming, general manager of commercial marketing brand of Xiaomi Internet Business Department
本文由数字化转型网（www.szhzxw.cn）转载而成，来源：CGO峰会组委会；编辑/翻译：数字化转型网宁檬树。
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