Chuangxiang 3D overseas social media marketing case: 300% annual growth rate in the tens of billions market

Apr 29, 2022
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2022Q1 "BrandOS TOP100 Overseas Brand Social Media Influence List" (hereinafter referred to as the "list") was released on April 19, and we launched a series of articles to interpret the list. This article is the fifth in a series of interpretations, focusing on the subdivision list of the industrial manufacturing industry.

In the list, we group the brands of sub-sectors such as automobiles, home appliances, semiconductors, energy, security, and construction machinery into the list of industrial manufacturing.

Look at the overall performance of the industry first. In the "BrandOS TOP100 Overseas Brand Social Media Influence List", a total of 12 industrial manufacturing industry brands are on the list, which is the fourth most segmented industry on the list.

However, judging from the ranking of the industry's brands in the TOP100, it can be seen that only MG has entered the TOP30 with head influence; TCL, Wuling and Creative 3D are also in the TOP50; More than 66% of the rankings are concentrated in the back of the list. On the whole, overseas brands in the industrial manufacturing industry generally attach importance to the shaping of social media influence, but they are still in the initial stage of competition.

From the perspective of the TOP30 list in the industrial manufacturing industry, there are 14 auto brand companies on the list, accounting for 46% of the industry list; followed by home appliance brand companies with a total of 5 on the list. In the subdivision list of industrial manufacturing, since the brands of these two industries are aimed at C-end users, they pay more attention to the construction of brand social media influence. At the same time, we also found that the 3D printer brand "Chuangxiang 3D", which has just entered the hot search list in China, has made a breakthrough and entered the TOP10 industry list with most automobile and home appliance brands, ranking fifth in 2022Q1.

So how does the vertical and niche 3D printer brand "Creative 3D" compete with and stand out from the car and home appliance brands that focus on social media marketing? What enlightenment can Creative 3D's overseas social media influence building strategy bring to other overseas brands in the same industrial manufacturing industry? In the next article, we will explore together with the overseas social media marketing cases of Chuangxiang 3D.

Chuangxiang 3D is a desktop-level 3D printer manufacturer positioned in the consumer market. It was founded in 2014 and sold its first product overseas in 2015. The natural overseas genes have given Chuangxiang 3D the strength to compete in the international market. driving force.

In 2016, Chuangxiang 3D shifted from OEM to building its own brand. In April 2017, the first overseas social media homepage Facebook global homepage was established.

As of the end of 2021, Chuangxiang 3D has more than 1.6 million customers worldwide, with an annual shipment of more than 1 million units, and its market has expanded to 192 countries and regions around the world, of which more than 90% of its revenue comes from overseas markets. Along with the goal of building a brand, establishing influence on overseas social media has become an indispensable means for Chuangxiang 3D.

In the 2021Q4 list, Chuangxiang 3D won the 62nd place in the overall list with an OS score of 199.2; in the 2022Q1 list, the OS score was raised to 215.9 points, ranking 49th, and the ranking also rose by 13 places. Through the research on the Facebook global page, which has the most fans, posts and public interactive books, we can find that the increase in social media influence of the Creator 3D brand in this quarter is mainly driven by two aspects .

Through the social account monitoring function of the marketing cloud, we can check all the popular posts of the Facebook global homepage of Chuangxiang 3D in 2022Q1. In the TOP10 posts, we can clearly see that 4 of the posts related to #gift and #giveaway this quarter have entered the forefront of popular posts.

On April 9th, Chuangxiang 3D will celebrate its 8th anniversary. So in the first quarter of 2022, Chuangxiang 3D launched the 8th anniversary theme celebration on the social media homepage. On the one hand, it is warming up for the 8th anniversary, and on the other hand, combined with the theme of the 8th anniversary celebration, the #giveaway activity is launched to mobilize fans to interact by giving prizes.

Not only the brand’s large-scale marketing node such as the 8th anniversary, when new products are launched on the crowdfunding platform, Creator 3D also chooses to promote the popularity of crowdfunding through the #giveaway campaign.

The #GIVEAWAY (free lottery) marketing method has a long history. As early as 6 years ago, Amazon set up a separate function for it to help merchants attract traffic. On social media platforms, users will also actively search for activities related to #GIVEAWAY and actively participate in them, which is a "tried and proven" marketing method.

2. Serve fans and display creative UGC content

On April 17th, on the domestic social media website bilibili, the 2021 top 100 UP masters and nearly 10 million fans of station B, a digital technology media person "Hello, teacher, my name is classmate He" released a 12-minute 10-minute video with the theme of 3D printing. The second video "I found my favorite digital product, but...". This video hit a record of 8 million+ views, and drove "3D printing" to become a hot search.

In this popular video, student He is using the 3D printer of Chuangxiang 3D, and in it he said such a sentence - "3D printers have no consumers, only enthusiasts".

The fact is exactly the same, Creator 3D has also gathered a group of 3D printing enthusiasts on overseas social media, and aroused the sympathy of fans by showing the excellent creativity and skills of 3D printing works.

Among the TOP10 posts on the global homepage of Creator 3D Facebook, in addition to the interactive posts of the lottery draw, there are 3 other content related to 3D printing ideas.

For Creative 3D, all 3D printing enthusiasts are potential customers. Therefore, top-notch creative and eye-catching works will naturally gather fans on the homepage. At the same time, high-quality works will also naturally integrate the technology and features of Chuangxiang's 3D products to achieve the purpose of "planting grass".

Brands in the industrial manufacturing industry generally present the characteristics of deep industrialization and long procurement decision-making cycles. Therefore, in the process of shaping the social media influence of overseas brands, industries and brands have certain commonality and common trends.

As a 3D printer brand, Chuangxiang 3D is in a position in the industrial manufacturing industry that not only faces C-end users, but also needs to shape its influence among B-end users. Therefore, whether it is the setting of giveaway activities or the strategy of gathering fans with UGC content, it is worth learning and reference for overseas brands in the same industry and background.

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