Xiao Haiyan: Innovation is not only the privilege of a few people, but everyone can participate in the activities created by * * *. User-created methods are effective not only in the initial research stage and insight stage of the project, but also in the subsequent creative germination and prototype stage. With the Internet entering the second half, brands are in a marketing environment with diversified media and rich content, and new technologies, new formats and new models are constantly emerging. Brand growth anxiety has not weakened, but has intensified, followed by different brands showing their "eighteen martial arts." At present, the style of brand marketing has become saturated, and the pattern and homogenization are serious. Fragmented information makes it difficult for brands to grasp users' memories for a long time. When marketing is out of control due to involution, user innovation provides a new perspective for brand innovation. User-created methods are effective not only in the initial research stage and insight stage of the project, but also in the subsequent creative germination and prototype stage. Users are both the starting point and the end point. Users are not only the starting point and the end point of marketing, but also the users and recipients of brands, as well as the owners, disseminators and sharers of brands. Users play an important role in all aspects of brand value creation, which means that a deep understanding of users has become the primary proposition that many brands need to complete. With the rise of a new generation of consumer power, the young circle has become the target of various brands. However, this part of the audience's immunity to various traditional marketing tricks is also constantly improving. In addition, an obvious trend is that young consumers now have more spiritual demands, they are more rational, pay more attention to self-expression and pay more attention to the depth of interaction with brands. After the baptism of the mobile Internet and the release of consumption potential, consumers in China no longer accept the concept of one-way brand indoctrination, but are more willing to allocate time and emotion to communicate with brands on an equal footing. In this context, it is increasingly difficult for brands to get through the circle and have an accurate dialogue with consumer groups. How to break through has also become a problem that all parties of the brand have been thinking about. It takes a person who tied the bell to untie the bell. "User * * * creation" or "creative marketing" has become a new choice for many brands to communicate with consumers, and many new consumer brands are gaining more valuable market attention and brand influence. Brand "user * * * creation" brings market demand and practical innovation value sought after by users. In addition, through deep linkage, users can have an emotional sense of their own products and realize a more temperature connection between brands and consumers. "User * * * creates" is a communication gesture with high affinity. Let users actively participate in it. In a more temperature-sensitive way, the interaction with users is greatly mobilized, so that users can feel the mission of the brand as much as possible, and build a more stable and harmonious emotional hub by jointly creating and delivering value. In the long run, it can also help the brand to precipitate social assets, show a differentiated brand image, and ultimately promote the brand to achieve sustained growth! The era of "building a car behind closed doors" from one-way output to two-way enterprise has passed. In traditional marketing scenarios, brands often create value and then transfer it to consumers. In the Internet era, the relationship between brands and users has changed from one-way export of brands to users to two-way rush of users and brands. The brand gives the marketing platform and microphone to users, so that users can go to the stage, participate in the brand story in all directions, become a part of the brand, and realize two-way empowerment and value-added. Then, how to make "user * * * creation" really serve the brand, instead of becoming an empty slogan and marketing stunt, we think that the brand can create value with users * * * from three dimensions: 1 product * * * creation and enhancing users' enthusiasm for participation. At present, the homogenization of products is serious, and quality problems are widespread, so it is difficult for users to find the right product among many products. Create products together with users and participate in the process of product design and manufacturing, which can not only truly understand the pain points of users in specific scenarios, but also absorb the product creativity of users; Guide the product optimization direction, new product research and development ideas and brand marketing strategies more accurately. At the same time, the product form of reverse customization will be further developed, and the personalization from demand to product will be the ultimate, thus establishing the user's sense of participation, and the user will have the responsibility of product design and endorse and publicize the product. Taking Huaxi Zi brand as an example, Huaxi Zi attached great importance to users' participation in product innovation at the beginning of its establishment. Huaxizi users become product experience officers of Huaxizi, participate in the evaluation of each product of Huaxizi, and give real experience feedback. Up to now, there are more than 654.38 million product experience officers. . 2 * * * Create content, and build a "gravitational field" in which brands and users are deeply connected. For brands, IP is an intangible asset with sustainable commercial development value. In the past marketing process, most brands often think about IP marketing from the brand side, ignoring the user side, which makes it difficult to reach it efficiently, forming an embarrassing situation of "the brand is self-satisfied and the user has no feeling". Looking back on the marketing events of 20021,whether it's the theme song of Mi Xue Bing Cheng, which was popular in Tik Tok and Bi Li ghost areas in the first half of the year, Netease Cloud # main color #H5, which was screened on social platforms, or Megatron Ling He nabil, which was newly launched in the second half of the year, it is largely related to the effective use and incitement of marketing content to user-created content and word-of-mouth discussions. 3 Brand * * * is created to win the trust of users from the inside out. The core of user's creation lies in brand creation. Brand building and maintenance is no longer a unilateral matter for enterprises, but emphasizes users' participation, endows users with certain brand rights and allows users to play an important role in brand building and creation, which also means that brand marketing has risen from commodity level to brand level. At the same time, users * * * create brands, fully meet the needs of users for self-realization, make users feel intimate with brands, and have cognition and even responsibility for creating and maintaining brands. Users * * * create a brand, not only by solving problems and conceiving ideas, but more importantly, by establishing an equal, friendly and cooperative relationship with users, enhancing users' loyalty to the brand, gaining more fans for the brand and building a long-term moat for the brand. Geely automobile is a typical example. Behind every "explosive" model of Geely, there are users who contribute * * *. Previously, Geely Automobile released the user brand "We", which is a * * * innovation platform specially built by Geely for users. It will be user-oriented, user-oriented, user-oriented, define the brand culture with the knowledge of users, and start to build a user * * * innovation system with this as the core. Brand is a special relationship between products and users. Without consumers, brands are out of the question. Regardless of marketing cost or effect, user innovation is the best way to reach consumers and close their trust. Looking at the present, many brands not only create their own differentiated features through users' creativity, but also find the connection between being close to the people and tonality. Therefore, only by constantly exploring the concept of deep innovation, strengthening the real relationship between brands, products and users, and allowing consumers to participate in brand marketing, can we better convey brand value, truly grasp users and truly build excellent brands. User * * * has become a footnote under the wave of consumption, and it is also a weapon for brands to keep hot and fresh. With the development of digital technology and the improvement of intelligent level, the extension of user creativity will continue to expand in the future. Always with users, the brand will have a better future. Entrepreneurial policy details