China's 3D printing Haizheng occupies the world: is the second 'DJI' born?

In yesterday's article, we introduced that China's overseas industrial manufacturing brands are paying more and more attention to the power of overseas social media. And in the recently released 2022Q2 "BrandOS TOP100 Overseas Brand Social Media Influence List", we also found that the "3D printing" brand among the overseas brands of industrial manufacturing is particularly outstanding——

This time, 4 3D printer brands have entered the TOP30 of the industrial manufacturing subdivision list, of which ANYCUBIC and ELEGOO are both new brands.

(Reply to the keyword [2022Q2] in the background of the official account to download the complete list and white paper)

In today’s article, we will conduct an in-depth analysis of the overseas social media marketing of the 4 3D printing brands that have entered this issue’s list. Let’s take a look at this segment with high customer unit price and high crowd verticality. Want to increase influence? What methods are there?

3D printing in China

Open the consumer market with industrial quality, is the next "DJI" in 3D printing?

Since the outbreak of COVID-19 in 2019, overseas demand for consumer-grade 3D printing has exploded. Searching for 3DPrinter on Amazon, you can see that hot-selling products and related brand recommendations are full of Chinese 3D printing overseas brands.

In April this year, the General Administration of Customs disclosed the shipment data of 3D printers for the first time. This data shows that in the first quarter of 2022, China exported a total of 410,000 3D printers, with a total value of about 104 million US dollars (about 668 million yuan).

Although the relevant data for the second quarter of this year has not been disclosed, according to the latest "Guide to the Best 3D Printing Equipment in 2022 (under $250)" launched by the latest authoritative technology media Tom'sHardware, it can be seen that the most recommended TOP10 products include 7 are from Chinese brands.

Open the consumer market with industrial quality. Chinese 3D printing brands have occupied the front row of the global market in the competition with each other, and this blue ocean market seems to replicate the success of DJI in the field of consumer drones, and it is also waiting for The birth of the next "DJI".

case analysis

Live promotions, game interaction, 3D printing brands impress the enthusiast community

As we all know, DJI has successfully opened and occupied the market in the field of consumer drones with its strong product advantages and strong brand appeal. Based on the above research on the industry, the influence of social media cannot be ignored for 3D printing brands that are going overseas to build a differentiated competitive advantage in the minds of consumers.

Through the "Social Account Comparison" function of Marketing Cloud, we will compare the three 3D printing brands on the list in this issue, i.e. Chuangxiang 3D, ANYCUBIC, ELEGOO and Snapmaker in the same time dimension (2022Q2).

The comparison selects the Facebook global homepage that is positioned as a "micro-official website" for 3D printing brands as the research object, and looks at the similarities and differences of 3D printing brands in social media marketing.

Same point:

high post frequency

Image and video posts dominate

Delineate target audience with niche topics

In terms of posting frequency, the four brands posted an average of 75 posts in the quarter, of which ANYCUBIC, ELEGOO and Snapmaker all posted more than 80 posts, while Crescendo 3D’s global Facebook page frequency was slightly lower, with 53 posts.

High-frequency posting ensures that the homepage and brand will always appear in the feed of followers and potential followers with fresh content. For 3D printing enthusiasts, seeing new products, new materials or new models can arouse their interest.

In addition, we can also see from the composition of the types of posts that for people who love 3D printing works and want to complete their own 3D printing creations, visual materials such as pictures and videos are undoubtedly the most attractive. As a result, image and video content dominates the global Facebook pages of these four brands.

In addition to this, we also found that #3Dprinting, the favorite topic of 3D printing enthusiasts on social media, is used by several brands and has become a trending topic on the homepages of ANYCUBIC, ELEGOO and Snapmaker.

difference:

Creative 3D: Countdown warm-up + live broadcast to send benefits, the anniversary is full of enthusiasm

ANYCUBIC: Watch live broadcasts, receive gifts, and bring hard-core goods to attract attention

ELEGOO: Interactive activities + giveaway incentives, more fresh and interesting promotion methods

Snapmaker: Telling creator stories, showcasing creative works, and resonating with fans

During Q2, all four brands released their own new 3D printing machines, which basically have the same communication motivation, but if you delve into their homepages, you will find the differences between several brands.

-Creative 3D: countdown warm-up + live broadcast to send benefits, the anniversary is full of enthusiasm

On April 9th, Creation 3D celebrated its 8th anniversary. Combined with the brand's celebration day, Creative 3D launched a combination of countdown warm-up + live broadcast on the day of the event on its Facebook global homepage to mobilize users' curiosity and desire to buy.

Judging from the performance of popular posts, the countdown posts announcing the anniversary benefits and the live broadcast content on the anniversary were the content with the highest interactive data on the global Facebook page of Creative 3D in the second quarter.

-ANYCUBIC: Watch the live broadcast to receive gifts, and bring hard-core goods to attract attention

In the same way of "live streaming", ANYCUBIC, in combination with the launch of its new products, adopted more concise copywriting (such as directly emphasizing "Join & Win") and simpler methods, and conducted multiple rounds of live broadcasting activities of new products.

Different from Chuangxiang 3D's prominent brand, ANYCUBIC highlights its own products and performance to attract consumers.

-ELEGOO: interactive activities + giveaway incentives, more fresh and interesting promotion methods

ELEGOO also launched its own new phone in Q2, but adopted the classic drainage method in social media marketing - Giveaway to gain more users' attention.

But different from the traditional interactive way of commenting and liking Giveaway, ELEGOO has prepared an "online breakthrough" method for creative 3D printing consumers to win the final prize. This way, on the one hand, attracts users to continue to pay attention to the homepage, on the other hand, it also increases the freshness and interest of Giveaway, which can fully mobilize consumers' willingness to interact.

-Snapmaker: Telling creator stories, showcasing creative works, and resonating with fans

In the previous article, we have analyzed Snapmaker's social media marketing strategy. By building a subdivided fan community and sharing the works and stories of fans, Snapmaker is more focused on building the community and enhancing the stickiness of the fan community.

In Q2, Snapmaker continued to implement this strategy, attracting a lot of attention by telling creator stories and showcasing outstanding creative works.

2022Q2 List Interpretation 05 Conclusion

Compared with other overseas brands in the industrial manufacturing industry, 3D printing brands are more 2C and have more intense competition with each other. Therefore, in terms of social media marketing, they have commonalities for the same consumer group, and they also have characteristics that can better highlight their own advantages.

In the process of researching 3D printing brands going overseas, we found that attracting consumers' attention with creativity and technology is the most important part.