Analysis of Xiaohongshu Enterprise Account Operation (Food Edition)

This article analyzes the operation of Xiaohongshu corporate accounts , starting from the general category of food, which includes snacks, drinks, and baking, and is broken down into three categories separately.

The definition of enterprise account mentioned here is not limited to professional enterprise accounts. Personal accounts used for corporate marketing also fall under the definition of enterprise accounts.

Here, by analyzing the notes of the enterprise account, we can better enhance our understanding of the content planning of the enterprise account. The analysis of the title, content and layout of the notes are the sources of good data behind them. The analysis of enterprise account operations can serve as the basis for learning content planning.

01 /Snacks

Case 1: Three Squirrels

Judging from the notes posted by Three Squirrels on Xiaohongshu, they do more than simply display their products. Instead, they combine different marketing strategies to attract attention and interact with fans.

The first is joint marketing, jointly organizing activities with other brands, or cross-border collaboration, such as a joint gift package of 6 major brands on Mother's Day, customized Mole Village peripheral gift packages, etc. This method can not only attract consumers' attention, but also attract each other's fans.

The second is holiday marketing, launching new products or new combinations and new packaging that suit the theme and atmosphere of the holiday as holiday gifts. Such as the Spring Festival nut gift box and the 520 snack gift pack.

And also use appropriate memes, do topic marketing, combine with hot topics, and use interesting pictures and texts to attract consumers' attention. This kind of note will have relatively high likes and comments.

Case 2: Bestore

Open the homepage of Liangpin Shop, the types of notes they publish can be simply divided into three types: fan benefits, food making tutorials, and the same ones as celebrities and film and television dramas.

Bestore is quite popular in the snack industry. Judging from their fan-pampering activities, they are able to effectively activate users. For example, recruiting new product experience officers, giving away anniversary gift packages to fans... these are all interactive raffles and benefits to attract consumer attention and participation.

Secondly, among the notes published by Liangpin Puzi, the number of videos about food making accounts for a high proportion, and the quality is not inferior to that of professional food bloggers. As a brand, you can transform yourself into a food blogger and create homemade food video tutorials, which can naturally integrate your own products. At the same time, the video styles are very literary and fresh, combining beauty and appetite, making snacks into a healthy diet combination. This operation can add points to the product and also stimulate consumers' interest and desire to buy.

By collaborating with celebrities, film and television dramas, we can leverage the celebrity effect and topic popularity to increase the exposure of brands and products. Liangpin Puzi chose "Brother Who Overcomes All Obstacles", "Li Ge Xing" and "A Little Dilemma", etc., which all have very popular stars and topics, so they can effectively promote and attract traffic.

Another point is that the topic check-in and interactive sections of Liangpin Shop are also relatively good. The data and feedback brought by ordinary people participating in the check-in and interaction are also real and valid, and more down-to-earth.

Case 3: Laiyifen

Laiyifen’s Xiaohongshu corporate account has not been in operation for a long time and has not published many notes, but its traffic code is its spokesperson Wang Yibo. Traffic stars can bring huge attention and attract fans in large numbers.

Most of the notes released by Laiyifen are about interactive topics centered around its spokespersons and the variety shows they participate in. For example, in the “This is Street Dance” program, Wang Yibo performed the same W gesture challenge. This activity was used to divert traffic to offline stores and attract fans to participate in the check-in challenge in stores. Any topics and activities related to the spokesperson can attract the attention and interaction of fans.

02 /Drinks

Case 1: Yuanqi Forest

The quality of notes on the Yuanqi Forest corporate account is relatively high, and the average number of likes, favorites and comments per note is relatively optimistic. The highlights lie in its topic marketing creativity and title copy, as well as the interaction and guidance in the comment area.

First, let’s talk about the marketing creativity. One is to humanize and visualize the product, such as “sparkling water blind date”, “cp formation”, “sparkling water emoticon package”... they are all vivid and interesting. Secondly, in addition to marketing the product flavors, the brand image is extended, such as "Launching the Yuanqizai Craftsmanship Award", "What is it like to work in Yuanqi Forest?", etc. This type of activity will deepen consumers' impression of the brand and be more interactive.

Secondly, the title of the note is also very attractive, story-telling, and impactful, which can stimulate the user's interest. For example, "Surprise inspection! Come in and get a prize!" "Help! It tastes so good!" "There must be someone who doesn't know about this!" "How did XXX just discover it?" Such impactful words will catch the reader's attention more. For example, "Come in and make a wish ~ only true, no false" and "You must watch to the end, okay?" "Exposing the menu of Yuanqi Forest Milk Tea Shop" leave suspense in the title and stimulate consumers' curiosity.

Guidance in the comment area is also very important. You can see that in the comment area below each note, the official account has messages guiding interaction, and the tone is also very lively.

All in all, looking at the notes of this enterprise account, it is very consistent with the "vitality" in the brand name. It has a clear positioning, is good at playing memes, is lively, and is close to young people.

Case 2: Pure Zhen

Judging from the notes released by Chunzhen, the title is relatively conventional, without any particularly eye-catching words, but he distilled the main information into the cover, and the design of the cover image is quite exquisite, so it is placed on the recommended homepage, which also has its own outstanding highlights to attract clicks.

In event planning, Chunzhen focuses on linkage marketing, but the objects selected all have a common feature, which is that they can highlight and amplify the selling points of the products - fat reduction and low calories. For example, visiting vegetarian restaurants, pairing with light meals, and collaborating with keep, each plan revolves around the theme of "fat loss and health".

Chunzhen's obvious traffic-generating effect lies in its targeted activities, linkage with popular variety shows, and free tickets to fan meet-and-greets. This can attract a large number of fans to participate in the event process design and direct fans to the online flagship store.

Case 3: Xiaoxiandun

As a skin care product, Xiaoxiandun has its precise target audience, namely females, so it precisely targets this group in its marketing. Choose female celebrities of different ages and life stages for promotion to attract the attention of corresponding fan groups, get the same products, and follow your favorite celebrities to maintain and become beautiful.

At the same time, Xiaoxiandun’s corporate account also reposted many sharings from Xiaohongshu influencers, such as the high-quality life of sophisticated white-collar workers, the exquisite afternoon tea of ​​full-time housewives, the maintenance experience of 30+ sisters, etc. These topics can capture consumers' pain points while highlighting the selling points of products. Through the sharing of influencers, they are more likely to attract attention, stimulate user interest, and get close to and meet their needs. It also helps to enhance the brand image and increase product exposure.

03 / Baking

Case 1: FFunnycake Teacher Xiao Lu

Although this account is not a corporate account, it can be seen from the account profile and top notes that it is actually a personal account that directs traffic to online and offline course training.

The target audience of baking training is baking enthusiasts, practitioners, and baking novices who intend to enter the industry. Therefore, most of their search keywords are the name of a certain dessert, its preparation method, shape reference, etc. Mentioning more relevant keywords in the notes can increase the chances of being searched.

The notes and pictures of Teacher Xiao Lu’s account are of high quality, so just a product picture and key words can attract users to click and browse among notes of the same type. If it is a video with practical information or tutorials, it will be more attractive and more likely to be collected and consulted. Although the ultimate goal is to attract students to courses and training, the content presented by this account must first meet the needs and expectations of users. For example, users can see what problems you can help them solve, what skills they can acquire, and what results they can achieve.

Case 2: Gourmet Magic Research Institute

Among the accounts in the same field, the number of fans and likes and collection data of Food Magic Research Institute are relatively high. It is a very well-operated and distinctive account.

Creating your own characteristics is an important secret to attracting attention. From the published notes, it can be seen that each product and course they launch has its own creativity and characteristics, has highlights and high appearance, which can attract users to try new things. At the same time, the video is a teaching output, but the style is very healing and refreshing. Combined with a text list, it can greatly increase the number of likes and collections of the notes.

The layout of keywords is also very important. Increasing the density of keywords in notes and implanting related hot topics can bring more traffic. Users have the habit of making search decisions on Xiaohongshu, so it is necessary to be able to market to users accurately and use content to become a choice in user decision-making.

Case 3: Tianmoer Baking

The Tianmoer Baking account has 158,000 followers and 999,000 likes and favorites, and has done a relatively good job in marketing. Judging from the notes they released, the content mainly covers the following categories: new baking product production, baking-related marketing ideas/methods, student training, store franchising and business operations. It mainly directs traffic to online and offline courses, and has a relatively clear positioning.

Compared with most baking accounts, what makes Tianmoer Baking stand out is her marketing method:

First, new products are launched frequently, and production methods are included, which can attract fans to leave messages and inquire.

The second is to grasp the common or difficult problems encountered in the baking industry, provide solutions to the problems, and attract marketing courses.

The third is to showcase the trainees’ training process and learning outcomes to attract industry novices with the same needs.

Fourth, a slightly exaggerated approach, sharing the business conditions of offline stores, store franchise conditions, etc., will arouse curiosity and attention.

│Final Summary│

1. The content of the notes on the enterprise account must start from the most distinctive features and advantages of the enterprise account itself; the enterprise account should also pay attention to the direction of the content. The content that makes you feel good or is popular on other platforms may not be consistent with the content that Xiaohongshu users like. Too much brand marketing can also have a bad effect on users.

Second, you must regularly analyze and review previous data content, such as fans, content, and content feedback, in order to discover what kind of subject content is popular and attractive.

3. Be good at using hot search terms to increase the accuracy of customer searches.

4. High-end pictures are more attractive to users, so you need to work hard on shooting, selecting pictures, and color matching to maintain a unified tone.

5. Periodic event interactions, fan interactions, and gift giving are also very important content planning.

Author: Zhuang Jun

Source: Zhuang Jun