Deconstructing the Jiutouniu brand’s Xiaohongshu advertising strategy!

Summer is coming, and cold drink brands have begun to promote themselves on the Xiaohongshu platform. For the ice cream category, Zhong Xue Gao, Magnum, and Baskin-Robbins guard the high-end price segment of ice cream, while Wall's, Yili, Mengniu, and Chocolatier occupy a significant share of the mid-range price segment in the competition. In a sense, the ice cream market is not a personalized business. However, even in this situation, Jiutouniu, an old ice cream manufacturer, published several popular articles on the Xiaohongshu platform in less than a month, completing the cold start of its new products outside the site.

1. Brand Overview: Traditional Manufacturers Sing New Songs

Jiutouniu is affiliated to Qingdao Dingxi Cold Food Company. The factory was established in 1995 and is one of the largest modern manufacturers of popsicles and ice cream in the country. Its products include ice cream chocolate, vanilla ice cream, and ice cream. It has been relying on offline channels before, but has started to go online in the past two years. Opening its Tmall store, the sales volume of crispy cones is the top one. Through research, it was found that it has no advertising on other platforms such as Douyin, and has no advertising on Taobao. It is concluded that this is the effect of the advertising on Xiaohongshu .

Figure 1: Jiutouniu Taobao best-selling rankings

2. Analysis of the placement: Amateurs promote super popular articles

On the Xiaohongshu platform, there are many notes about the popular "crisp tube". When searching for "crisp tube" in the Xiaohongshu search box, the Jiutouniu brand will appear in the drop-down box. The crisp tube product has appeared together with Heytea, Chocolatier, Yili, and Mengniu, which is enough to show the popularity of this product. The following will focus on analyzing the Jiutouniu product.

Figure 2: The search drop-down box of Crispy Little Red Book

Through En Star Number, we pulled the information about Jiutouniu’s delivery in the past six months. There were 38 notes in the past six months, all of which were concentrated on expert releases.

Figure 3: Yien Jiutouniu keyword data

In terms of expert selection, 65% of notes are published through amateurs and 35% through junior experts. Amateurs mainly look for bloggers with fans between 1k-5k, while junior experts mainly look for bloggers with fans between 5k-10w.

Figure 4: Data on the types of Jiutouniu advertising experts

Figure 5: Number of fans of Jiu Touniu Master

After focusing on pulling nearly 38 notes, we found that the content of the notes was concentrated in the evaluation category. These 38 notes produced 3 popular articles, one of which had 110,000 interactions.

Figure 6: Pulling the collection of popular articles in the notes

3. Analysis of the hot articles: Express unboxing hot articles continue

During the data sorting process, it was found that all the notes of Jiutouniu on Xiaohongshu were non-commercial notes (non-commercial notes refer to no orders placed on Xiaohongshu Dandelion). It was asserted that Jiutouniu had never placed performance advertising. Many popular articles were produced recently and were all about the single product "Cui Tube". After breaking down these popular articles from title-picture-text, it was found that they all had common characteristics.

Figure 7: Collection of 4 popular articles

1. Title: Colloquial + Actionable

"Don't stop me! I want to stock up on ten more! Please don't stop production."

"I saw this on big data and couldn't help but stock up on a box"

“Finally you didn’t lie to me!! This ice cream is really delicious!!

“Daily recommendation | Please don’t stop production!! The Ice Cream God must do something.”

Note titles are all colloquial expressions that are close to users, and exclamation marks are used to increase appeal. Why use colloquial language? Because colloquial language is unguarded and users are more likely to accept it. Why increase charisma? Because we want customers to take action, the first action is to click on the note, and the second action is to search and purchase on or off the site.

2. Image: Express delivery disassembly collection

The first pictures of these popular notes all use a collection of express unboxing, followed by detailed pictures of different flavors. Unboxing collections are currently a popular form of entertainment for food and beverage merchants on Xiaohongshu, and have been mentioned in previous popular article creations.

3. Main text: strong sense of general-specific-general logic

The content format is similar. It starts with expressing love for the product and then reviews the ice cream flavors. The content is highly consistent with the picture.

4. Conclusion

The content delivery formats of products on Xiaohongshu are similar, that is, after one note goes viral, subsequent content delivery will follow this format. When a style becomes popular, the potential of this style must be maximized.

In addition, in terms of the timing of launch, Jiutouniu started preheating new products in March. Since Xiaohongshu is a platform for promoting products, users need to make decisions after a certain period of promotion, so the time layout needs to be planned in advance.

On the other hand, some brands pursue ROI right from the start, or create content after the product is launched, pursuing sales purposes. This kind of thinking is wrong. Planting grass on Xiaohongshu means increasing brand potential through the promotion of influencers in advance. This is a process of saving money, and then completing the weeding action through live broadcasts or information streams. It is only planting but not harvesting, and ROI cannot be achieved. It is difficult to sustain if you only harvest without planting.

Figure 8: Refer to Feiyang teacher's Douyin access model

IV. Conclusion

Jiutouniu was successful in promoting products on Xiaohongshu by first focusing on the core product and promoting products around it; secondly, it found the right content format and brought the same explosive style to the extreme; thirdly, it preheated the influence in advance to cultivate consumers’ minds, saving first and then withdrawing, and increasing brand potential. The entire delivery chain also further confirms that super products are the lever for brand growth, using hot products to drive business.

Author: Jianghe Chats About Marketing

Source: Jianghe Liao Marketing