Double 11 Xiaohongshu official marketing manual!

Double 11 and Double 12 are coming one after another, and the New Year Goods Festival will begin soon after.

For Double 11, the event with the strongest linkage between brands, platforms and KOLs, marketing has actually started long ago, and various platforms have successively released officially recommended marketing methods. (Advising you to spend money)

Xiaohongshu has also launched three officially recommended marketing manuals before the National Day holiday.

1. Xiaohongshu KOL brand cooperation method

2. Xiaohongshu marketing method for growing brands

3. Advanced brand marketing methods on Xiaohongshu

There are so many concepts and data mentioned in it that I think many brands will panic after reading it, feeling like they can’t keep up with the trend.

But in fact, there is no need to do so. The three methods target Xiaohongshu marketing in very different directions, but the actual tools used are essentially still the "old rules."

The core positioning of Xiaohongshu's Double 11 marketing this year is to "grab attention" rather than occupy the user's mind or complete the transaction loop. In fact, the underlying meaning is that everyone recognizes the current Internet landscape, where multiple platforms influence user decisions and Taobao completes transaction conversions. Here we can actually see that Xiaohongshu's business intention has returned to the community. (In fact, this has been the path since last year, but Xiaohongshu has been struggling with e-commerce, always wanting to close the loop on its own. Now it should have really given up and is focusing on its own business.)

The final implementation is still based on KOL brand cooperation and performance advertising, but what is a bit surprising is that the Xiaohongshu live broadcast, which the official used to focus on at key e-commerce nodes, was not seen this time.

Next, we will share with you the key points of these three marketing methods.

3) Bloggers’ business notes account for 20% of normal notes. Now they are all open and bloggers and brands can place orders at will.

4) Just planting grass is not enough, with the help of Xiaohongshu’s official business tools, the effect can be further improved.

But everyone must understand one thing, the official KOL placement refers to the KOL placement that places orders through Dandelion (as for unreported notes, that is a violation in the eyes of the official).

But placing an order through the Dandelion platform may indeed make people feel overwhelmed. For example, we all know that placing KOLs actually requires coordinating the blogger’s time, the form of implantation, and ultimately placing an order (in fact, communication is not that simple), so the previous offline process was to confirm intentions, select people, and then cooperate.

However, going through the official process will reverse the process, where you have to find someone first, confirm the intention, and then cooperate. This will cause a problem: the probability that the person you choose will take the job is not high, and due to limited funds, you cannot place unlimited orders, and time passes back and forth.

Having bloggers actively sign up for brand recruitment can solve this problem, but it will bring new problems. Excellent bloggers are the ones you want to invest in, but high-quality bloggers have no shortage of advertising, so they won’t sign up. And the bloggers who have signed up... emmm... basically don’t want to invest.

Therefore, everyone must pay attention to controlling time, especially in e-commerce nodes. Time is equal to money, so it is smoother to cooperate with an agency.