Xiaohongshu promotion strategy, big data + 3 major strategies!

With the development of information technology, the diversified changes in consumer purchasing behavior and the changes in market communication channels, brand marketing methods have undergone a qualitative change. At the same time, social e-commerce platforms are becoming an important marketing channel for the fast-moving consumer goods industry, and brands are facing huge challenges in consumer insights and emotional connections. Under the traditional marketing model, brands are unable to listen to consumers’ true voices in the first place, and are therefore unable to respond quickly to market changes and seize market opportunities. The brand's future marketing strategy is to be customer-demand-driven and empowered by big data marketing technology to increase user stickiness throughout the entire life cycle. Omni-channel media placement, cross-border integrated experience, diversified innovation and management empowerment will become the key to e-commerce brand marketing.

Xiaohongshu has become the mainstream of e-commerce marketing, and the application of big data technology in the city is empowering

After investing budget, manpower and energy in marketing, how to measure the effect is always the biggest concern of brand owners. In traditional advertising, marketing effectiveness is mainly measured by PV, UV, click-through rate, conversion rate, etc., while on social e-commerce platforms, the dimensions of communication are richer and more diverse.

Xiaohongshu promotion is not a simple e-commerce marketing model. Xiaohongshu's unique hot spot aggregation and strong dissemination, as well as its differentiated ability based on interest and strong attention, will help brands improve their user aggregation capabilities and influence the entire market to drive the brand's voice, reputation, and attention accumulation and conversion capabilities. This will promote brands to achieve comprehensive strategic upgrades around social media in various aspects such as brand building, product design, marketing and sales.

Xiaohongshu Promotion Three Major Gameplay Strategies Creative Upgrade

Behind any successful marketing case there is a replicable model. Chengwaiquan, which has been deeply engaged in the promotion of Xiaohongshu products and has many years of marketing experience, has created successful Xiaohongshu promotion cases for countless customers and sorted out three major marketing ideas for creating Xiaohongshu hits. Let us take a look together.

Targeting consumer groups, creating a new model of "content + e-commerce" and word-of-mouth community

There are three main sources of content in the Xiaohongshu community: UGC, PGC, and PUGC based on celebrities and influencers. Ordinary UGC accounts for the largest proportion and is the main source of content. Compared with the community atmosphere of traditional e-commerce platforms, boring and monotonous product descriptions are always less "attentive" than the real experience that touches the heart. Xiaohongshu's original content based on users' real feelings is more like a bestie's shopping recommendation. Every word is down-to-earth and cleverly used, and the unpretentious user experience notes and open-hearted sharing vividly express the real effect of the product.

Xiaohongshu seizes the fact that users generally pay attention to reviews before purchasing products on e-commerce shopping platforms. It closely adheres to this core demand of users, uses the original content of various influencers as a key breakthrough, and creates a real user word-of-mouth sharing community.

Professional PUGC deeply promotes brand reputation and sales, win-win situation

Xiaohongshu's loyal users are mainly young people born in the 1990s and 1995s, women, high-spending people, and urban white-collar workers. They pay attention to topics such as fashion, beauty, food, and travel. They no longer like long-form content that has been professionally edited, but prefer fragmented "opening notes" or video trials, and personally recommend products based on recommendations from close friends, which are closer to quality life content.

When Chengwaiquan was planning to promote Japanese-made drinks in a store, it selected influencers in the "food, fashion, and travel" categories on Xiaohongshu, wrote corresponding brand articles, and intelligently recommended them to precise user groups using the "multi-angle approach + soft product exposure" method, allowing users to better understand the brand's promotional selling points and guide them to Taobao to bring products to Taobao C store.

The logic behind this marketing strategy is to select massive amounts of mid-tier, multi-node PUGC, and multi-category real experience recommendation data, and create continuous multi-frequency exposure in the form of pictures, texts, and videos, so as to achieve the audience's action conversion of "seeing - understanding - liking - searching" for the product, thereby driving the overall brand attention, building brand reputation, and driving sales conversion. According to statistics, Chengwaiquan’s promotion on Xiaohongshu brought the store a 10.8% increase in sales.

Stars + KOLs ignite, PUGC responds in a concentrated manner to achieve high-frequency exposure

From the "fresh meat" delivering express in 2015, which created a daily sales volume of 50 million yuan for the anniversary celebration, to the "Three Days and Three Nights of Hu Ge and Xiaohongshu" in 2016, Xiaohongshu allowed celebrities to successfully land and attract fans crazily. Later, first-line celebrities such as Zhang Yuqi, Lin Yun, and Ouyang Nana joined Xiaohongshu, starting the trend of celebrities bringing goods. The power of sharing has been infinitely magnified under the celebrity effect. When Zhang Yuqi, Lin Yun and others broke away from the "cold" image of celebrities on Xiaohongshu and introduced the skin care products they used in their daily lives like girls next door, thousands of "little red potatoes" soon rushed to buy them.

During the promotion of a toothpaste brand, Chengwaiquan used the influence of Xiaohongshu celebrity KOLs to recruit multiple celebrities as brand endorsements to gain consumers' trust. Then, based on the attributes and nodes of Xiaohongshu KOLs, we conceived multiple communication topics, and deployed a large number of Xiaohongshu skincare, makeup and fashion KOLs to create heat, forming a screen-sweeping effect, and allowing a certain toothpaste brand to ferment into an Internet celebrity product on Xiaohongshu.

This toothpaste brand has been successfully adopted by countless consumers, creating a celebrity toothpaste craze on various social media platforms, achieving hundreds of millions of exposures for the brand's products and triggering tens of millions of hot search interactions.

The creation of hot products on Xiaohongshu ultimately comes down to content marketing and KOL matching. Chengwaiquan is well aware of the key to promoting Xiaohongshu. In order to meet the needs of advertisers to create hot products on Xiaohongshu and increase product sales, Chengwaiquan provides advertisers with delivery strategies through precise KOL selection, high-quality note content, and massive Xiaohongshu expert resources. It uses its own intelligent marketing platform and relies on intelligent algorithms to optimize costs and achieve intelligent delivery.

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Author: Network

Source: Jianshu