Which categories can take advantage of Xiaohongshu's marketing to break through the circle on "International Women's Day"?

After the charity live broadcast ended last week, many brand friends came to me to discuss the issues. The questions were basically the same. I think there are far more brand friends who have such doubts, so I decided to share them.

Roughly as follows -

In addition to daily promotion, how can brands take advantage of the Queen’s Big Promotion to naturally implant products and achieve high GMV?

I also want to catch up with this wave of resumption of work consumption boom, but I don’t know if my products are suitable for the Queen’s Day hot spot.

So what categories are suitable for increased investment on Queen's Day? Based on our advertising projects and experience, this issue summarizes some categories that are suitable for increased advertising on Queen's Day, hoping to help brands have a better understanding of Queen's Day advertising and bring some advertising inspiration.

1. Increase the sense of ceremony/festival atmosphere

As people's living conditions continue to improve, they like to find the meaning of their existence through various rituals and gain healing from the sense of ritual.

Especially on Xiaohongshu, which has a large young population, products that add a sense of festive ritual and atmosphere have always been very popular.

During February and March, the search volume related to flowers and festive atmosphere decorations, including the popularity of such content on the entire platform, will continue to rise. This is the golden period for home decoration-related brands to lay out and plant grass.

2. Gift-giving related

China is a country of etiquette, and we pay attention to etiquette when dealing with people, and giving gifts is one of the etiquettes. Therefore, Women's Day is naturally inseparable from the gift-giving activity. When it comes to gift-giving, almost all categories are applicable to gift-giving scenarios and topics.

In principle, anyone over the age of 18 can celebrate Women's Day, and there is no legal requirement for a specific age. Therefore, the range of gift items available is very wide, depending on different groups of people and their preferences.

Young people like things that are good-looking and novel, and they consider cost-effectiveness as a secondary consideration. It can be tableware, watches, thermos cups, scented candles...

As long as you think the other person needs it and will like it, you can give it to her as a gift.

Slightly older women tend to pursue practicality. For example: giving your mother health care products, massage equipment, tea, etc.

During this period, the search volume for gift recommendations will increase sharply. Users are bound to buy it anyway, so it depends on who can influence users' consumption decisions more. The more brands are exposed and deployed, the more they can reap.

3. High-value items

The annual Women's Day also provides a sufficient and legitimate reason for the majority of female users to buy valuable items that they like very much but are not necessities of life.

For example: bags, small appliances, digital products, or relatively high-value items such as dishwashers, sweeping robots, smart phones, luxury skin care products, etc. given to mothers.

During this period, users' decision-making paths will be greatly shortened, and natural consumption scenarios and topics can help brands achieve ideal conversion effects.

4. Fashion category

February and March are the transition period from winter to spring, and the demand for fashionable clothing will be relatively high. In addition, around women's festivals, there will be a greater urge to consume. Be willing to spend money on yourself and your family, and plan on accessories and clothing.

In addition, during women's festivals, topics such as dressing style and freedom of dress will be pushed to the forefront, which is also an opportunity for brands to gain wide exposure for their content.

Especially for underwear categories, where women are the main consumer group, you can increase your investment at this time. Brands like Neiwai have used the International Women's Day as a marketing opportunity for two consecutive years to continuously convey and deepen impressions on users, successfully attracting public attention and breaking out of the same track.

5. Skin care and beauty products

Whether it is based on women's festivals or Xiaohongshu, which mainly targets female users, skin care and beauty products can always find a suitable point for placement. However, during the period when the atmosphere of women's festivals is strong, appearance anxiety will be magnified, and strong fear will prompt users to rush to order related products to relieve their anxiety.

6. Maternal and infant products

In the traditional concepts of many people, there is the idea that once a woman becomes a mother, she is a woman. Therefore, Women's Day and maternal and child topics have always been closely related.

During February and March, many maternal and infant brands will launch heavy marketing campaigns at this time, because the target audience and consumer groups of maternal and infant products are mainly women.

Moreover, the popularity of women's topics will continue to rise at this time, and the importance of women's products will be higher than usual. With the support of demand and popularity, it is a great opportunity for brands to stand out!

7. Female medical beauty products

Women’s health and beauty have always been the topics that women are most concerned about. The popularity will definitely continue to rise during the Women’s Day. There will be more creators popularizing science, and related topics will attract more people’s attention and arouse demand, in the context of popularizing science about various diseases and selling anxiety.

Health care products, medical devices, health and diet products, feminine sanitary napkins, health care and other women's medical beauty and skin care related products will attract much attention from female users. The natural marketing scenarios and topic popularity are opportunities for brands to quickly break the circle and reach more users.

The above is the sharing of this issue. Of course, the categories suitable for March 8th marketing are far more than limited to the above. Due to limited time, I have not listed all of them. If you are interested, you are welcome to contact me for further discussion!

In any case, Queen's Day is the first big promotion festival after the resumption of work, and everyone's consumption desire and demand are relatively strong. Brands can achieve the goal of increasing brand GMV by making quantitative placements on the eve of Queen's Day in February and March to continuously reach out to users and put their products in the user's selection field.

In spring, everything comes back to life and everything looks new. I hope every brand can successfully take advantage of the momentum, grasp the traffic, and fire the first shot of marketing in 2022!