This generation of young people are falling in love with 'stupid” mobile phones

If a smartphone only has basic functions such as making calls, sending text messages, and a calculator, but cannot install third-party applications such as social networking and entertainment, would you be willing to use it? Many people will refuse without hesitation, thinking in their hearts: “Isn’t this a feature phone from 20 years ago?” )

However, in Xiaohongshu, “dumb phones” like Light Phone III are becoming popular. They all have good hardware configurations and support NFC, 5G, Bluetooth 5.0, Type C and even eSIM dual Dual standby SIM card supports basic functions such as communication, photography and music. Playing with stupid mobile phones has become an expression of trendy attitude among young people.

(Photo source: Xiaohongshu)

In the mobile phone digital industry, new categories such as "stupid mobile phones" are emerging A new path was quietly opened up. If "dumb mobile phones" are just a small market for "fly legs are also meat", then the "digital trend" trend behind them is enough to stir up the entire digital hardware industry.

This generation of young people have fallen in love with "trendy digital"

If you pay attention in the subway, bus and streets, it is easy to find young people wearing headphones. There are more and more people - even in the scorching summer, many people go out wearing stylish headphones.

In Xiaohongshu, more and more fashion bloggers use headphones, mobile phone cases, smart watches and even mobile phones as "wearable" fashion elements when sharing their dressing tips. Nowadays, the materials, colors, shapes, designs, and styles of electronic products are all very particular. “Cyberpunk” has become a decorative style, and even the designer trendy “sky-high price” mobile phone cases priced at 599 yuan are sold out.

(Sharing notes about Huawei Pocket 2 outfit ideas on Xiaohongshu)

Daily use, portable , Wearable digital products naturally have decorative value, but in the past few years, their "fashion attributes" have been overwhelmed by the "functional attributes" that users are more concerned about. In recent years, under the trend of Xiaohongshu bloggers, the "fashion attributes" of digital products have gradually emerged. More and more users regard "good looks" as a key consideration when purchasing digital home appliances. Digital products are finally It’s become “fashionable”.

In Xiaohongshu, #mobile phone recommended topic-related content has been viewed 810 million times, and switching to the topic #mobile photography has reached 7.37 billion times, far exceeding #mobile games, #mobile wallpapers, etc. On a related topic, this is not surprising, because more and more people buying mobile phones are actually buying cameras with mobile phone functions.

It is difficult for smartphone performance and battery life to be improved by leaps and bounds, and it is difficult to make major innovations in functions. Currently, manufacturers are focusing on the "imaging" module, in AI computational photography, Leica joint training, etc. In terms of gameplay, mobile phone imaging continues to become more professional, and "image mobile phones" have become as important a new category as folding screens. At the same time, "mobile phone photography" has gradually become a professional skill.

(Xiaomi 14 Ultra, photographed by Lei Technology)

Huawei mobile phones are better at night scenes, and users use them to take photos of summer The bright stars at night; vivo mobile phones continue to focus on portrait photography, and are used by young people to take "mobile photos"; the telephoto lens of Samsung mobile phones can clearly see the idols at the concert, and has been dubbed as a "telescope" and "concert artifact" The iPhone with its powerful video function has become a portable Vlog tool for bloggers...

Of course, mobile phones cannot meet all the imaging needs of users, such as GoPro, Insta360, Leica mobile phones, retro cameras, and retro CCDs. Imaging equipment and other equipment are also popular among young people, and related sharing notes on Xiaohongshu continue to be popular.

When young people of this generation choose digital products, they no longer only pursue “easy use”, but also pursue “easy use, good looks, and fun”. This is the new trend of digital consumption observed by Lei Technology. When searching for digital-related topics on Xiaohongshu, the most popular notes are not the hard-core content that is popular at Bilibili such as benchmark scores, cost-effectiveness, or black technology as imagined, but rather some that are bland in the eyes of enthusiasts. Qi's products and notes that are integrated with life scenes have high interactive data. In the notes and comment area, users discuss not the performance, configuration or parameters, but whether it looks good, whether it is easy to use, and how to play it.

From stupid mobile phones to fashionable digital phones to imaging phones, every new digital category that is becoming increasingly popular is not created by manufacturers out of thin air. The logic behind their popularity is to fit the new lifestyle of users. , through new product positioning, value definition and function realization, to meet user needs, as the saying goes, from users to users.

For example, Xiaohongshu sparked the camping craze in the past two years, and then amplified it into a long-lasting trend of outdoor life, including paddle boarding, river tracing, diving, fishing, wild luxury, cycling, etc. Outdoor sports are becoming more and more popular.

When users deeply embrace nature, the original products can no longer meet their needs, so "sun protection" has become the fastest-growing emerging industry in daily necessities. New categories such as sun protection clothing have exploded, focusing on "lightweight outdoor" The Jiaoxia took advantage of the situation. The digital products on the market can no longer meet the durability, durability, and extreme needs of young people outdoors.

Why can "Zhao Po Tian" satellite communication be popularized from Huawei Mate60 Pro to all mainstream flagship and even mid-range mobile phones?

Why do new phones such as OPPO K12 this year use "durable and drop-resistant" as new selling points?

Why are more and more new mobile phones equipped with the "waterproof, dustproof and drop-proof" capabilities that were previously reserved for professional rugged mobile phones?

Why are products such as DJI drones, GoPro action cameras, Insta360 panoramic cameras, and Romans outdoor power supplies experiencing strong growth?

The answer to all the above questions is one: to better meet users’ increasingly prosperous outdoor consumption scenarios.

Humanity’s new lifestyle requires new digital equipment to arm it; the trend of users’ lifestyles drives the trend of digital products.

In the Internet age, the right to speak about fashion has been transferred from a few people to everyone, and people's lifestyles have become increasingly diverse. Because of this, the directions of digital trends are also very diverse. In Xiaohongshu, a group of users can often make a digital category popular. For example, "workers" who love "desktops" will spend a lot of effort to "decorate" small office workstations, such as tables, chairs, screens, keyboards, etc. Mouse, charger, stand and desk lamp are all carefully selected, bringing new demands to related categories.

(Picture source: Xiaohongshu Digital Trend White Paper)

"Isn't Xiaohongshu a community with a higher density of female users? How can there be a digital trend?" This kind of understanding may still be stuck five years ago . Xiaohongshu, with more than 300 million monthly active users, is an online life community for young people, where users share their own trendy lifestyles, and the underlying driving force of digital trends is the trend of users’ lifestyles. Because of this, Xiaohongshu Red Book has long been the source of digital trends. The digital trends that young people play on Little Red Book go far beyond imaging, fashion and outdoor.

At the "HI TE-CHIC - Xiaohongshu Trendy Digital Industry Conference" held in Shenzhen on July 26, Xiaohongshu and "GQ" released the top ten emerging digital trends based on the mining of community data. . Lei Technology discovered that quietly, many new digital consumptions have become a huge trend:

I photographed the world: recording colorful lives with imaging equipment has become a daily routine for young people;

Fashionable E-Fit : Digital products have become a key element in young people’s fashionable outfits;

Tech Buddy: Young parents will use more technological equipment to assist in “raising their children”;

“Electronically raising” youth: The key to young people under 30 Health technology "cyber electronic health care";

Endorphin Baby: Young people who value "pleasing themselves" pay attention to the emotional value of digital products;

Doraemon AI Dream: AI hardware is used by young people in all aspects of life and work ;

Electronic Vintage: Retro digital products have become a means for young people to "go back to the past";

My DIY Digital Pain Desk: Young people are accustomed to using digital equipment to "decorate work stations" DIY desktop space;

Technology Nitrogen Pump: Use digital products to protect every moment of outdoor "wild" fun;

Calling the whole family bucket: No matter what style the decoration is after buying a house, young people must install smart devices in the whole house;

(Xiaohongshu's top ten digital industry Trends, picture source: Xiaohongshu Digital "Trendy" Trend Life Illustration)

The surge of "trendy digital" is both an opportunity and a challenge for brands.

The opportunity is: more new categories and even emerging blue ocean markets are emerging, which is a timely help for the digital hardware industry that has fallen into a "sea of ​​blood" competition. The challenge is: consumers’ decision-making logic has changed, user groups have become more segmented, needs have become more fragmented, users no longer follow the crowd, and complex and ever-changing new trends are difficult to grasp. To seize opportunities and respond to challenges, brands must “get on the trend”.

Digital brands are getting "trendy"

Huawei's new Pura 70 phone released in 2024 advocates "the pursuit of ultimate design aesthetics and ultimate imaging capabilities." The brand emphasizes "extreme design aesthetics", which is unprecedented in the mobile phone industry, but This is the direction of the tide.

(Huawei Pura 70 Chanson Green, Picture Source: Lei Technology)

Ten years ago, "smart bracelets" with fashionable features appeared on the market, but they have long since disappeared due to untimely development. Nowadays, in the "trendy digital" wave promoted by Xiaohongshu, "fashion" has become a big event in the technology circle. Apple Watch and Hermès jointly launched the Apple Watch fashion wristband, which has always been the leader among smart watches; focusing on XR Meta and Ray-Ban jointly launched fashionable AI glasses, which immediately became a hit. News that Ray-Ban was invested by Google and Meta is rampant.

Time and momentum. Amid trends such as fashion wear, imaging, outdoor sports, healthy living, technological parenting, emotional healing, AI efficiency, and health, digital brands are actively seeking changes, either upgrading product functions or launching trendy items.

At the same time, foresighted digital brands are changing their marketing methods. Xiaohongshu, which has the highest density of trendy users, communicates better with young users, making the brand popular, selling products better, and seizing the opportunity. The overwhelming traffic of Chao Digital.

In the past, when digital brands carried out marketing activities such as press conferences, they paid attention to hard power communication such as "running a score". Today, performance and functionality have been given over to the trendy three elements of "easy to use, good-looking, and fun" and have become the key basis for users' decision-making. Lei Technology has observed that in Xiaohongshu, more and more brands are changing their thinking, breaking away from traditional marketing methods, and developing different content marketing, such as integrating users’ high-value needs and lifestyle scenarios, Work with high-quality creators to create content and launch new products.

In January this year, Samsung released the "AI mobile phone" S24 series, and soon launched the national version and cooperated with Baidu and others to launch many localized AI functions. Lei Technology once expressed its "sincerity" in the evaluation of Samsung's AI mobile phone. "Highly affirmative. However, as Lei Technology previously reported, many users in offline stores are currently not interested in the AIGC function. Therefore, AI mobile phones must first find a group of core users who care about AI.

(Samsung S24, photo source: Photographed by Lei Technology)

After Sora ignited public attention to AIGC in 2024, the discussion trend of "AI" on Xiaohongshu increased. After Samsung and Xiaohongshu discovered the "young elite group", they did not adopt the traditional hard-core technology explanation model to capture young people. Instead, they explored the potential of "animals help emotional healing" based on the community characteristics of Xiaohongshu. Topics, and then cooperated with bloggers to launch #红山 Zoo Meet AI# topic marketing, and used a large number of notes to form an emotional connection with target users, successfully occupying the first place in the mental recognition of the "AI mobile phone" category. Searches for the S24 series on Xiaohongshu increased by 156% month-on-month, and the customized 9,000 S24 Hongshan Zoo gift boxes were also sold out, truly achieving the integration of product, effect and sales.

Lei Technology has also observed that in today's digital trend, some forward-looking brands have even "held" press conferences on Xiaohongshu, using unique new product release methods to reach trendy users, convey core selling points, and detonate fashion. Single item.

In the digital hardware industry of "buy new, not old", new products drive the market, so manufacturers all attach great importance to press conferences and launch systematic new product marketing offensives before, during and after the press conference. However, traditional press conferences are aimed at the "pan-population", that is, everyone.

In the trendy digital era, a digital product often has one or more distinct trendy selling points. For example, a mobile phone focuses on fashion/imaging/durability, and another example is a computer focusing on AI office work/lightweight and ultra-thin/e-sports capabilities... Brand needs To do a good job in new product marketing, we can no longer rely on the traditional new product release model to have extensive crowd influence. On platforms like Xiaohongshu, "precise release for the crowd" has become a required course.

At the end of last year, vivo released the imaging flagship X100. In the evaluation of Lei Technology, the image performance of this new phone is outstanding. “Natural and comfortable colors, good imaging quality, mature algorithms and complete focal lengths make it outstanding. There should be no rivals in the same price range. ”

(vivo X100 pro sample, taken by Lei Technology)

As a powerful imaging flagship for the public, how does vivo X100 reach people who are more concerned with “photography”? Popular imaging users? Vivo chose to jointly hold a special press conference with 100 people on the site in conjunction with Xiaohongshu - #你真好玩手机 contest.

This is how vivo’s “press conference” on Xiaohongshu works: Let users led by KOLs in different fields come together to “release” new product content, so that users have a more sense of participation - every industry has done so before The "publishers" of new product launches are all corporate executives, product managers or vertical experts, and they inevitably talk to themselves.

(#你真好玩手机游戏, photo source: Xiaohongshu)

이전에는 디지털 업계에서 출시한 콘텐츠의 대부분이 센서 매개변수, 구성, DxOMark 이미지 점수 등 전통적인 하드코어 콘텐츠였습니다. 이번에 vivo는 출시에 대해 다른 접근 방식을 취하여 Xiaohongshu 사용자와 함께 특별 출시를 공동으로 진행했습니다. 이는 예상치 못한 일몰, 길가 커피숍, vivo X100을 사용하여 사용자가 포착한 평온함 등 사용자가 참여하고 게시할 수 있는 일상입니다. 시리즈 빙하, 아이들의 웃는 얼굴, 이러한 삶의 "진짜 순간"은 제품 경험을 더욱 현실적으로 만들고 혜택을 더욱 가시적으로 만들어 휴대폰 이미지의 힘에 관심을 갖는 사용자 그룹에 정확하게 영향을 미칩니다.

Xiaohongshu에 대한 vivo 기자회견의 최종 데이터는 #你真好玩手机游戏# 총 10만명의 사람들을 끌어 모아 제품을 공동 출시했습니다. Lei Technology 검색 결과 조회수는 300%였습니다. 관련 주제 콘텐츠의 경우 4,097만 건에 달해 현상급 확산이라고 볼 수 있다.

디지털 하드웨어 업계에서는 세련된 경영이 컨센서스가 되었고, 브랜드 마케팅은 일반적으로 '제품, 효과, 매출'의 통합을 추구합니다. 브랜드에 대한 관심.

올해 6월 중순, 야외 장면에 초점을 맞춘 파노라마 스포츠 영상 대표 브랜드 인스타360이 신제품을 출시했습니다. 인스타360은 아웃도어 문화가 성숙된 해외 시장에서 폭넓은 호평을 받고 있다. 중국 시장에서 아웃도어 배당금을 어떻게 탈취할 것인가? Insta360은 사람 x 요구 x 시나리오 x Xiaohongshu의 전문가를 기반으로 콘텐츠를 공동 제작하고 동시에 심고 전환하여 성장하는 사고 방식을 빠르게 축적하고 제품 인지도를 확장합니다. 제품 출시 광고 GMV가 100만 수준에 이르렀고 ROAS가 7을 넘었습니다.

간단히 말하면, 디지털 브랜드가 트렌드 마케팅을 잘하기 위한 핵심은 플랫폼 도구를 활용해 트렌드 피플 밀도가 높은 플랫폼에서 해당 핵심 사용자를 추적하고, 실생활과 트렌디한 콘텐츠를 공동 제작하는 것입니다. 잔디 심기, 브랜드 인지도 확대, 판매 리드 확보, 최종 거래 목표 달성까지 사용자와 깊고 성실하며 지속적으로 소통합니다. 예를 들어, Xiaohongshu에서는 라이프스타일에 대한 새로운 이해를 갖춘 젊고 패셔너블한 고급 사용자가 디지털 트렌드를 공유하고 싶어합니다. 브랜드는 Xiaohongshu의 디지털 트렌드를 깊이 탐색하고 사용자의 수요 시나리오에 대한 통찰력을 얻으며 보다 효율적인 솔루션을 개발할 수 있습니다. .풀링크 마케팅 실습.

요약: 트렌디한 디지털이 폭발하고, 샤오홍슈 마케팅은 디지털 브랜드의 필수과목이 되었습니다

라이프스타일 트렌드에 힘입어 '트렌드 디지털'이 폭발했지만, 브랜드가 끊임없이 변화하고 복잡해지는 차별화 트렌드를 선점하고자 한다면 , 그들은 쉽지 않습니다.

브랜드가 트렌드를 포착하고 비즈니스 성장을 이루고 싶다면 두 가지 점을 파악해야 합니다. 첫째, 사용자의 트렌디한 요구 사항을 충족할 수 있는 보다 강력한 제품 혁신 역량, 보다 빠른 반복, 보다 세분화된 제품 매트릭스를 보유해야 합니다. 우리는 새로운 브랜드 마케팅 레이아웃을 갖춰야 하며, 트렌디하고 콘텐츠 기반이며 현장 기반인 Xiaohongshu를 수용해야 합니다. "진심한 공유, 친근한 상호 작용"이라는 커뮤니티 가치와 점점 더 풍부해지는 UGC 콘텐츠를 통해 디지털 브랜드 마케팅이 직접적으로 가능해질 것입니다. 젊은 사용자에게 도달하는 조건이 만들어졌습니다.

샤오홍슈는 디지털 트렌드의 원천이자 디지털 브랜드의 새로운 격전지가 될 것입니다.

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