Up 26! XCMG International Customer Festival detonated overseas social media, industrial manufacturing brands can also 'play' overseas
Do industrial manufacturing brands need social media to go overseas?
How to convene target customers before and after large-scale exhibitions?
How does the launch of a new product spark a heated debate in the industry?
In an era when any brand needs traffic and exposure, is only the official website of the brand effective?
If you think about the above questions from the perspective of industrial manufacturing brands, you will get the same answer - yes, industrial manufacturing brands also need to use social media to shape their influence when going overseas.
In the recently launched 2022Q2 "BrandOSTOP 100 Overseas Brand Social Media Influence List", we also clearly see the trend of industrial manufacturing brands going overseas.
(Reply to the keyword [2022Q2] in the background of the official account to download the complete list and white paper)
- The number of brands on the list has increased: Among the TOP100 in the total list of all industries, industrial manufacturing is one of the only two industries (the other is the game industry) where the number of brands on the list has increased over the previous quarter.
Although the overseas brands of industrial manufacturing are ranked 40 and later in the overall ranking, they are very active from the perspective of competition awareness and the importance of overseas social media influence.
- The overall ranking has risen rapidly: There are 13 industrial manufacturing brands entering the TOP100 in the overall list, of which 4 are new brands and 4 brands have risen in the rankings, with an average increase of 16.
The overseas social media influence of industrial manufacturing brands is still in the stage of rapid construction. It is not the most competitive among all overseas brands, but overall it is the industry with the most room for growth and momentum.
- Subdivisions show different ways of playing: In-depth study of the industrial manufacturing brands that entered the list in this issue, we also found that it is different from the trend that mobile phone brands dominate in the consumer electronics industry and role-playing games dominate in the game industry. Brands in many sub-categories in the industrial manufacturing industry attach great importance to the shaping of overseas social media influence.
For example, construction machinery brands that create a "heavy impression", automobile and home appliance brands that emphasize user experience, and 3D printing brands that build fan communities... In industrial manufacturing, brands of different sub-categories appear on social media. Different play.
Among them, XCMG, the industrial manufacturing brand that has improved the most (up 26 places in the overall list), has attracted our attention.
Xugong Group
Create an exclusive "International Customer Festival" to "play" large-scale machinery
XCMG, as the No. 1 construction machinery brand in the loader export industry for 33 consecutive years, completed the export of 100,000 loaders at the beginning of this year, and achieved international revenue accounting for over 48% and industry exports over 36%. % excellent results.
Such a construction machinery brand, which already enjoys a strong market share in the industry and on the international stage, and is well recognized by overseas markets, is striving for excellence in its own industry and products, and is striving to build a social public opinion field, that is, a stronger social media. influence.
In the study of XCMG's best-performing social media homepage in Q2, the Facebook global homepage, we found that the homepage has accumulated 1.76 million+ followers, and the cumulative Q2 interaction volume has reached 260,000+.
This number is far greater than the number of customers in the global large-scale construction machinery field. It can be seen that for XCMG, social media is no longer just a channel to promote products. Marketing activities on social media return to the meaning of its platform itself - connecting with more "customers".
How to attract and promote construction machinery?
How to "play" with customers on social media?
XCMG mainly adopts the method of “creating festivals” on its social media homepage, especially the global homepage of Facebook, to enhance its social media influence.
XCMG Group: #XCMGolive International Customer Festival
May 20-23 is the International Customer Day specially created by XCMG for the international market.
Since the second session in 2020, XCMG has held a series of events + live broadcasts on its social media homepage, especially its Facebook homepage, for three consecutive years. The event uses the exclusive hashtag #XCMGolive to visually display XCMG's development achievements and the latest technologies and products to customers around the world.
Beginning in 2020, XCMG's "International Customer Festival" has been upgraded and iterated on social media platform gameplay every year.
Through the "cycle comparison" function of the same social account of Marketing Cloud, we can clearly see that compared with the debut of XCMG's "International Customer Festival" on social media in 2020, the 4th "International Customer Festival" in 2022 will change from the following Aspects have been upgraded:
01 The spread is faster and denser:
Through the comparison of basic information, we can find that compared with 2020, the frequency of posting on XCMG's global Facebook page has increased significantly during the May period of this year's "International Customer Day".
From the comparison of the communication rhythm of the exclusive hashtag #XCMGolive, we can also see that this year's "International Customer Day" XCMG has adopted a more active and intensive approach on social media.
02 Social media gameplay is more diverse and richer
As the first time to hold the "International Customer Festival" online simultaneously, in 2020, XCMG will mainly adopt the method of "Facebook Global Live + Promotion" on its Facebook global homepage to enhance customers' sense of online participation.
And this year, XCMG has not only opened 16 overseas branch venues online, but also adopted interactive methods such as countdowns, live broadcast booking lottery, etc. to enhance the enthusiasm and festive experience of online users.
According to XCMG's public reports, the online live broadcast series of "International Customer Day" in 2020 is a realistic choice for XCMG to overcome the impact of the epidemic and expand the international market.
Now, the "International Customer Festival" of XCMG Group has developed into the fourth year, and it has gradually attached importance to the importance of overseas social media, and made full use of overseas social media to enhance the influence of the "International Customer Festival" and its own brand.
2022Q2 List Interpretation 04 Conclusion
With the transformation from Made in China to "Intelligent Manufacturing" in China, B2B overseas brands represented by industrial manufacturing brands are paying more and more attention to the role of social media. Many world-renowned Chinese industrial manufacturing brands, like XCMG, provide more interesting and 2C content and expressions on social media, and also help these brands build influence in a wider public opinion field.
In addition to large-scale construction machinery, we also found in this list that the "3D printing" brand among the overseas brands of industrial manufacturing has outstanding performance, which is completely different from the construction machinery brand. We will continue to analyze it in the next article. and introduction.
In the next article, we will continue to interpret the 2022Q2 "BrandOS TOP100 Overseas Brand Social Media Influence List" to subdivide industries and typical overseas brand cases, and reply to the keyword [2022Q2] in the background of the official account to download Full list and white paper.