超链时代

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鸿蒙时代,品牌如何寻找确定性增长?
36氪· 2025-06-21 09:29
Core Viewpoint - The article discusses the emergence of the "superlink era" driven by the integration of various digital devices and the development of the HarmonyOS ecosystem, emphasizing the need for businesses to adapt to this new paradigm for growth and user engagement [3][40]. Group 1: HarmonyOS Ecosystem Development - The HarmonyOS ecosystem has rapidly evolved since its inception in 2019, with over 1 billion devices connected and more than 8 million registered developers, covering the top 5000 applications and meeting 99.9% of user usage time [6]. - Huawei's "1+8+N" strategy aims to create a seamless smart experience across multiple devices, integrating smartphones, large screens, tablets, PCs, and other smart devices [5]. Group 2: Business Transformation in the Superlink Era - The shift to the superlink era will transform business models, requiring companies to utilize a unified platform for advertising and service distribution, enhancing collaboration and efficiency [7]. - The "Whale Hong Dynamics" initiative integrates advertising within the ecosystem rather than reinventing it, allowing for a more comprehensive user experience across various applications and devices [12][11]. Group 3: Advantages of Whale Hong Dynamics - Whale Hong Dynamics offers a more holistic user experience by enabling cross-device interactions, allowing brands to connect with users in diverse contexts [13]. - It provides complete value insights by linking a single account to all-scene data, enabling brands to track user behavior across multiple applications and devices [15][16]. - The initiative introduces innovative growth services, where interactive terminals can suggest relevant advertisements based on user behavior, enhancing user engagement [18][20]. Group 4: Developer Challenges and Solutions - Developers face challenges such as scarce traffic entry points and a lack of diversified monetization models, with only 28.7 apps opened monthly by average internet users [31]. - Whale Hong Dynamics addresses these issues by providing a unified advertising and monetization platform, optimizing algorithms to ensure stable and effective ad displays [35][44]. Group 5: Case Study - Tongcheng Travel - Tongcheng Travel collaborates with the HarmonyOS ecosystem to enhance user engagement through pre-installed applications and intelligent push notifications, resulting in a 30% increase in new customer conversion rates [28]. - The integration of AI capabilities allows for personalized user experiences, significantly improving conversion paths and overall user satisfaction [27][21].