2021 618 Xiaohongshu Industry Advertising Report

The 618 promotion has developed into a major node for brand operation upgrades. In this battlefield without gunpowder, different Xiaohongshu brand categories often have different characteristics of gameplay. Qiangua Data launched the "2021 618 Xiaohongshu Industry Delivery Analysis Report", which provides insights into the grass-planting data and traffic of Xiaohongshu's five major categories, and analyzes Xiaohongshu's user characteristics and brand delivery preferences. Combined with brand cases, it reviews the 2021 Xiaohongshu 618 industry delivery data, providing data support and direction for brands to gain insight into Xiaohongshu's marketing trends.

During the diversified development of Xiaohongshu, the platform size has grown rapidly. During the 618 period, skin care and cosmetics remained the focus of brand investment. Industries such as food, mother and baby, and home furnishings also seized the platform's traffic dividend and took the lead in breaking through.

· Amid the “involution” of industry category segmentation, Qiangua Data accurately captures the traffic trends and keyword data trends of Xiaohongshu’s segmentation, providing data support for brand research and operational optimization.

· Chinese brands achieved great success during the 618 shopping festival, accounting for nearly 50% of the top commercial placements on Xiaohongshu. The secret to building new Chinese brands is to deploy influencers to continuously promote products and use live streaming to retain users.

Junior influencers have become the new favorites of brands, and using data tools to screen high-quality influencers and help brands gain exposure is a general trend.

Author: Qiangua Data

Source: Qiangua Data