Outdoor activities such as special forces travel, Zibo barbecue, camping, fishing, etc.Peoples enthusiasm for outdoor travel is recovering unprecedentedly. With the desire for higher quality travel experience, people are getting used to querying the weather conditions, routes, punching points, strategies and other contents on smart tools before traveling to formulateYour own travel plan.
In 2023, outdoor leisure activities showed a new trend.
Outdoor activities such as special forces travel, Zibo barbecue, camping, fishing, etc.Peoples enthusiasm for outing out of travel is recovering unprecedentedly. With the desire for higher quality travel experience, people are getting used to querying the weather conditions, routes, punching points, strategies and other contents on smart tools before traveling to formulateYour own travel plan.Among all factors that determine the travel plan, the weather conditions are the most important and most basic part.
When extreme weather such as high temperature, extremely cold, heavy rain, sandstorms began to appear frequently, users have more demands for meteorological services.The weather almost affects each of our travel and consumer decisions. This has opened a new pattern of scene marketing for the weather query platform for ink weather.
As the head of the industry, ink weather, with the mission of "opening the worlds new weather", has downloaded a total of 700 million users and 160 million monthly users globally globally. The number of users who generate daily users are as high as 600 million times.
If you just want to query the weather, the application of the mobile phone system can be satisfied.The reason why ink weather has a large number of users because it is a collection of all comprehensive fields such as weather information, daily life supply and demand, tourism information, and consumption.
The special point of ink weather is that it uses user needs as the starting point, and provides users with meteorological information to provide users with convenient convenience.How to protect ultraviolet rays, what needs to prepare in advance when going out in wind and rain. From the preparation stage to the enjoyment stage, the ink weather can be given proper arrangements for users. The end of its technology and data is the real life needs of users.
On October 10th, at the Shanghai Mall Theater, ink weather was invited to participate in the theme of the Golden Investment Awards and the Roundtable Forum. The founder and CEO Jinli introduced the commercial value of ink weather in scene marketing at the event site.
01 Ink weather: Future trend of scene marketing
Meteorological information is one of the decisions of people engaged in economic activities, which is closely related to business, consumption, and transportation. Paying attention to the weather is human instinct.
As Jin Li said at the event: "Behind peoples attention to the weather, it reflects the attention of life."
In meteorological economics, there is a concept called "one effect" -the temperature changes, and related product sales will also change.
In 2022, the temperature in many land in my country exceeded 40 ° C, breaking through the historical records, the air -conditioning market ushered in the peak season. In the first week of August, the sales scale of the air -conditioning industry increased by 47%as a whole. "A week of heat", the consumption enthusiasm of heat and heat supplies increased.
Meteorological changes have caused user demand scenarios to update, providing more possibilities for brand marketing.Ink weather is behind the more refined weather services such as air quality, ultraviolet rays, and allergens, covering people and consumer needs of different interests and hobbies.
Cutting into the users life scene with the weather and awakening the needs of the public life scene is exactly what the ink weather has made in scene marketing in recent years.
For example, ink weather has launched the "35 -degree plan" for 9 consecutive years for high temperature scenes. Taking the weather+high temperature scenes as the entry point to deeply penetrate the user consumption scenario, bind high temperature weather with the "35 -degree plan" intensity, and penetrate the user with the IP value of the activity.Mind, build brand cognition for users in high -temperature sky scenario, use this as a fulcrum to leverage sales to achieve the effect of win -win results.
In the past 9 years, the "35 -degree plan" has become a very mature brand IP asset in ink, which has precipitated a mature operating mechanism and the vast number of audiences.In 2023, the "35 -degree Plan" has covered nearly 5,000 McDonalds stores across the country. The number of participants across the country exceeds 30 million, and 50,000 people have received free members of ink weather.
From scene resonance to value resonance, ink weather successfully transformed the "hot" of temperature into the "hot" popularity of the store.Such a solid record is the best manifestation of the value of ink weather marketing.
On the one hand, ink weather forms emotional resonance with users through weather needs, and on the other hand, because of its close connection with various industries, it can play an important role in connecting the B -side enterprise and the C traffic pool -it is a user to see the weather is the user as a user.During the decision -making stage of life scenes, if you can grasp the timing to implant brand information into the users mind at this stage, it will have more effort.
As Jin Li said at the event: "Weather+scene marketing can open up a new marketing scene for the brand and let the brand win on the origin."
02 Layout user life services The continuous efforts of scene marketing marketing
Tool -class apps are always unable to avoid the habit of "going to go after checking", and users stay in the station for a short time.If you want to solve the problem of user stickiness, you must provide more content value and emotional values ??in addition to meteorological information, and ink weather has long been prepared for this.
According to Jin Li, in the report released by a third -party research institution, ink weather has always been an app of TOP -level commercial value.Thanks to its data and technical barriers, the ink weather has a short, medium and long -term forecast, supporting more than 200,000 cities and regions in more than 2,000 cities and regions in more than 2,000 cities and regions, providing more than 30 living service indexes; meteorological data sourcesProfessional meteorological institutions such as satellite, radar, and China Meteorological Administration.
These "hard power" are the support of the ink weather from the tools to the life service platform, so that they have the ability to undertake the brands communication needs and the users demand for life service extended from the weather information.
Carrying with users clothing, food, housing and transportation, the living service sector of the ink weather has expanded to multiple scenarios such as mothers and infants, fishing, sports, food, etc., transformed from a single tool -type product to a media app with content attributes and spread attributes.UGC/PGC content brings user immersion to users.
Personalized and entertaining content provides a fertile soil for brand marketing innovation.For example, in the cooperation with unified Assam, the ink weather locks the marketing nodes such as the college entrance examination, Dragon Boat Festival, and Liqiu, respectively, and tailor the "exposure+content" creative gameplay for the brand.Share your own stories and daily life. In the process of continuous spreading and fermentation, Assams "good mood" brand impression has received attention and recognition.The brand has realized a psychological connection with the public through the creative content of the ink weather.
In addition, ink weather LBS positioning technology can accurately locate user life scenarios, combined with the weather conditions of the users area, and push the relevant information of surrounding scenic spots, catering, travel, clothing, clothing and other related information."Internal affecting users consumption decisions.
For example, the user query through the ink weather that the day was a low temperature rainy day. At this time, he just saw the pop -up advertisement of the restaurant. It is likely to change the original outdoor itinerary to the room and go to this restaurant to have a hot soup.
When the user has not decided or has been decided but has not been fulfilled, the advertising information of the ink weather first appears in the users vision first, occupying the golden time of user decision -making. This is the only ink weather to other media platformsThere is an advantage.
03 Weather+Scenario Dual BUFF overlay Unlock Diverse Marketing Gameplay
Not long ago, the topic of "saying one thing proves that your consumption has been downgraded" appeared on Weibo hot search. On the Douyin, B station, and Xiaohongshu, "薅 wool" and "replacement" also became the keywords for shopping searchEssence
In fact, consumers do not buy it, but are more rational. When people tend to choose "smarter consumption", those who "buy and buy" have failed.Stimulating consumers desire to buy.
Brands and platforms urgently need to communicate effective communication with consumers.Based on the natural advantages of meteorological data and scene mining, ink weather has launched a new pattern of brand marketing with the "dual BUFF" marketing of the weather+scenes.
Ink weather and Haier Air Conditioning together "washing the air" for users is a typical case.Every spring is a high incidence of pollen, flying flocculent, haze, and sand, and the air quality is worrying.In order to solve this pain point, the ink weather combined with Haier air -conditioning to create a "Healthy Air Manufacturing Bureau" virtual IP, combining air quality products of ink weather with Haier air -conditioning air washing technology to provide users with air quality prompts and healthy air solutions.
This solution helps the brand to connect the use of air pollution scenarios and Haiers product usage scene, so that consumers will think of disinfected and sterilized air and air conditioners when air pollution occurs.Cognitive association.
Ink weather is based on weather big data, triggering brand information to the air pollution area of ??AQI> 100 across the country, and accurately locks in pollution weather within the cycle. In this way, brand advertisements will push healthy air solutions for users in specific scenarios.The online consumption is cited online, and the one -stop scene -based content marketing position of the brand has been successfully constructed.
The weather conditions often determine the quality of the mood. This is the consensus of the general public. The "weather" attribute that comes with the ink weather can easily cause extensive emotional resonance, which covers it with different ages, different classes, and different interest groups.Users, this is an advantage in user volume, and is also difficult for precision marketing.
The ink weather opened the breakthrough with its LBS positioning technology and the diverse content sector. Linking through different products to vertical users, such as the fishing index in the end can accurately cover fishing enthusiasts, outdoor sports and skin care experts will pay attention to the UV index; healthBehind the index is a susceptible population, each user can get a privatization and personalized service here.The brand can also improve the market conversion rate of potential users through its refined scene marketing. With the support of ink weather products and technology, the "scene+brand+marketing" is achieved.(Article Source: Madison State)

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