Social Power
core interpretation
1. Smartphones are "warm and cold", and leading brands still firmly occupy consumers' minds
Competing screens, catching up with systems, iterating forms, expanding concepts? After being dazzled, the key to "keep fresh" is to keep improving products and establish a solid consumer awareness. In the newly released "Shu Shuo Stories" list of social media mentality brands in the mobile phone industry in May, Apple is firmly in the leading position in technology; Huawei is ushering in its own spring under the "cold winter", with a double harvest of shipments and popularity, and the king's demeanor remains; Xiaomi Returning to the original image of "Killing Crazy", the top three.
apple
Apple mobile phones are still in the leading position of manufacturers. Despite the poor overall market environment in Q1, Apple still maintained the top spot in the mobile phone industry's social media mentality brand list in May. The reason why Apple makes people flock to it is not only the convenience of data exchange in the "Apple Family Bucket", but also its user-friendly design that always catches the eye. All kinds of charming details, romantic functions, cute settings and other hidden functions can always bring new experiences to fruit fans. This hidden "freshness" continues to be discussed on social media.
2. The king of domestic products is "stuck" and still looks like a king, and Xiaomi 13 Ultra leads the shooting of "new trend"
Huawei
As the former "Android King" of domestic mobile phones, Huawei's popularity in domestic discussions has been rising. Even if it is "stuck", the popularity of social media is still king. In April this year, it released the #HUAWEI nova11# series, inviting the world Spokesperson @TFBOYS-易炎千玲 released congratulations for the new product together, and the big traffic V helped to ignite the popularity of Weibo. In addition, the new appearance and performance upgrades, #HUAWEI nova11#'s summer appearance "green" with a limited-time pop-up store, is playing with major social media platforms, and its reputation has been "trenched" out of the circle.
Millet
Xiaomi, the originator of the fan economy, has also made frequent efforts, high-level executives unpacked, and the content and gameplay are constantly refurbished. Last month, Mi 13 Ultra led the launch of new products, and flat-panel TVs made great efforts. Before the press conference, Lei Jun took 13Ultra to appear on major content interest platforms such as Douyin and video accounts. Compared with the same period of 12 SU, the daily booking volume has tripled. On Weibo, Douyin, Xiaohongshu, Bilibili and other social media channels, we have gained a lot of new product interest and discussion topics, and gained a wave of users' new awareness of the brand.
In addition, in the list, Honor's interest index and vivo's awareness index follow closely behind Xiaomi, and its strength should not be underestimated.
The new release of the Honor Magic5 series has not diminished, and has won enough recognition from market users. Hard-core scientific and technological innovation strength is the cornerstone. Judging from the performance of social media data, the brand is not just talking about itself. Judging from the product competitiveness and market feedback of the Honor Magic5 series, the Qinghai Lake Battery, Eagle, etc. of the Honor Magic5 series Hard-core strengths such as eye cameras and self-developed RF chips bring users full marks for enjoyment, and have the temperament of a benchmark flagship mobile phone. Based on this, the Honor mobile phone brand began to appear as part of consumers' perceptions, which also made the brand's social media mind list in May rise to the top 4. At the same time, the key is to dig out your own topics to create hot spots. With the welfare topics of #谢荣Magic5相你走走#, linked to Weibo, Douyin, and Xiaohongshu platforms, check in with happy jumping pictures in spring travel, outdoor sports, etc., triggering Consumers are "hurricanely" checking in enthusiastically, and the topic continues to ferment.
During the same period, vivo also released two new folding flagship products, the vivo X Flip and vivo X Fold2. In addition to promoting the topic of activities, vivo also leveraged the cross-dressing blogger @刀小刀sama with 19.1 million followers on Douyin to bring the hot vivo X Flip limited diamond purple "Xiaoxiangfeng", and a single Douyin video brought nearly 17W of interaction. At the same time, during the first sales period of these two new products, there was a wave of buying boom, and they became the sales champions of all popular platforms. Their all-round performance was superb, and they gained a large number of "fans". The reputation can be seen in the list. Straight up to 140.
★Data description:
Monitoring time: From April 1st to 30th, 2023, consumers interact with and voice their voices with brands on global social media platforms.
Social Media Performance of More Brands
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About Shushu Stories Social Media Mental Index SMI
SMI (Social Mind Index), the first social media mind index in the storytelling industry, is based on consumers' global social media behaviors and based on consumers' mental models, and constructs comprehensive performance indicators from consumer interaction to voice to praise .
The SMI comprehensive index is composed of core indicators "cognition index", "interest index" and "reputation index", which comprehensively reflects the brand's influence on consumers' minds on social media in multiple dimensions, and intuitively presents the vertical industry segment positions in which the brand is located mental status. Help enterprises achieve long-term promotion in brand positioning, diagnosis, concept promotion, product value, value planting, social media marketing, sales conversion, etc., and improve brand intelligence and decision-making efficiency.
