2022 Xiaohongshu user portrait insights and grass-planting analysis

The first part [User Mind Insights] mainly discusses three aspects: the characteristics of the Xiaohongshu population, insights into advantageous industries, and how to efficiently reach content.

01 What kind of products are suitable for Xiaohongshu

Crowd characteristics & industry traffic trend insights

Every platform has its own style, and Xiaohongshu is no exception. Official data shows: As of November 2021, Xiaohongshu has 200 million monthly active users, of which 72% are born after 1990, 50% are from first- and second-tier cities, the proportion of male users has increased to 30%, and the user structure has been optimized.

Four characteristics of the six major groups

The six major groups on the Xiaohongshu platform include: Generation Z, new white-collar workers, urban trendsetters, single aristocrats, sophisticated mothers and hedonists. They have four major behavioral characteristics.

Image source: Xiaohongshu

Feature 1: Love to try new things. They like to try new things. Half-face makeup, camping, morning C and evening A, Bing Dwen Dwen, etc. have all become popular on Xiaohongshu.

Image source｜Qiangua Data-Popular Notes

From February 1 to February 15, there were 57,100 notes mentioning "Bing Dwen Dwen" on Xiaohongshu, with a total interaction of more than 15 million. Xiaohongshu users expressed their love and attention for Bing Dwen Dwen with colorful notes. They keep up with the trend of the times and even lead the trend.

Feature 2: Love life. In 2017 and 2018, Xiaohongshu developed from "finding good things from all over the world" to "discovering a good life from all over the world". Xiaohongshu is not just about consumption, it also shows a colorful life.

Image source: Qiangua Data - Industry traffic index

The data of industry traffic in the past 30 days shows that the number of promotional notes in the home furnishing industry, which is more closely related to users' lives, accounts for 9.95% of the total. The inherent impression of Xiaohongshu as a place for beauty and fashion has begun to be broken, and more and more users are sharing and searching for all aspects of life through Xiaohongshu.

Feature three: High spending power. Data shows that the average monthly consumption expenditure of Xiaohongshu users is around 4,100 yuan. Xiaohongshu users have very high purchasing power. They have strong demands and are willing to invest in improving their quality of life.

Image source｜Qiangua Data-Brand Notes Analysis

From February 7 to February 13, the eve of Valentine's Day, there were 2,084 Estee Lauder-related notes, a year-on-year increase of 90.67%. And 65 business notes were published, with an average of nearly 10 business notes published per day.

Feature 4: Love to share. Xiaohongshu users are actively sharing their lives. Data shows that the number of lifestyle bloggers has grown at a rate of 222%, covering more than 25 categories. Provides rich and diverse contemporary lifestyle templates.

Changhong Industry & High Growth Industry

After understanding the overall user portrait and characteristics of the Xiaohongshu platform, further analyze the development status of different industries on Xiaohongshu to see whether the track in which your own brand is located has traffic dividends or other advantages.

Image source: Qiangua Data - "Insights into Xiaohongshu's Content Marketing Trends in 2021"

The distribution map of the interaction volume of notes in various industries on Xiaohongshu in 2021 shows that the top five industries in terms of interaction volume are food, home, mother and baby, cosmetics, and clothing, among which the interaction volume of notes in the food industry accounts for 26.88%, which is more than a quarter. These are the five industries with the highest attention on Xiaohongshu.

Image source: Qiangua Data - "Insights into Xiaohongshu's Content Marketing Trends in 2021"

The trend chart of changes in the interaction volume of notes in various industries on Xiaohongshu in 2021 shows that pets, babies, clothing, shoes and boots, and content home clothes are growing rapidly. It is worth noting that clothing is both a long-term industry and a high-growth industry. Except for pets, other high-growth industries are closely related to the dressing industry.

After confirming the track, further in-depth analysis of the target brand categories is conducted.

Image source: Qiangua Data-Brand Category Analysis

The skin care industry does not account for a prominent proportion of the overall number of notes on Xiaohongshu, but the number of commercial notes has long been ranked top. Lancome's Little Black Bottle has ranked first in the total amount of note interactions in the skin care-essence category in the past 90 days, with a total of 7,948 related notes.

Image source: Qiangua Data-Brand Category Analysis

The fan portrait of brand category from January 1 to January 31 shows that the total number of fans of Lancome Little Black Bottle related influencers is 130 million, with 102 million active fans, of which female fans account for 91.15%. The top focus is not skin care, but makeup. Skin care after removing makeup at night is a good entry point.

02 How to effectively reach users with content

Provide solutions & deliver emotional value

The conflict between what users actually want and reality is called demand. For example, the conflict between shortening commuting time and the long distance to work will create a demand for taxis. I had a fight with my boyfriend and I need to vent my emotions.

Content that can meet user needs, whether in terms of practical value or emotional value, can attract users' attention and complete the initial seeding of grass.

The universal formula for dressing

Fashion is one of the most popular topics among Xiaohongshu users.

Image source: Qiangua Data-Brand Analysis

Take Urban Revivo, a Chinese fast fashion brand that ranked in the top 3 of the brand recommendation list in January, as an example. Qiangua data shows that from January 1 to January 31, 2022, there were 3,100 related notes, a year-on-year increase of 0.16%, the total amount of interactions increased by 59.13% year-on-year, and the total number of shares increased by 17.87% year-on-year.

The growth rate of interaction and sharing is much higher than the growth rate of the number of notes. It can be seen that the content of Urban Revivo related notes has greatly stimulated the interaction and sharing desire of Xiaohongshu users. What kind of content impresses users?

Image source: Qiangua Data-Brand Analysis

In the keyword distribution of the brand Urban Revivo’s content, the first thing that catches the eye is the big word “fashion”. As a leader of trendy lifestyles, fashion is one of the main characteristics of Xiaohongshu. It is also the unremitting pursuit of Xiaohongshu users. The brand UR related notes focus on the fashion attributes of the products.

Image source｜Qiangua Data-Expert Details

In the relevant notes, we found many fashion gurus whose followers increased rapidly. Similar to the simple and clear note style of "UR2022 Spring Style🍃Retro Floral Princess Dress That You Fall in Love With at First Sight👸". The accompanying pictures show the clothing matching effects of real people, and the main content directly tells you the matching formula: lace shirt with vest skirt = sweet and gentle, Chanel style top with little black skirt = socialite style.

Image source｜Qiangua Data-Expert Notes Analysis

Among the top 10 hot words in comments, “product number” appears at the top, followed by “skirt”. Users pay much more attention to products than other things. Especially the method of real people appearing without showing their faces, which strongly guides users to focus more on the products rather than the bloggers themselves.

Compared with the early fashion influencers on Xiaohongshu, the content operations of these fashion influencers who have quickly emerged at this stage are more vertical and refined. The spontaneously shared content all revolves around the Urban Revivo brand or several brands of clothing with similar styles.

These dressing notes can better help users who have difficulty making choices and don’t know how to dress to quickly find the matching options that suit them. Every fashion blogger has his or her own dressing style. It can reach precise and segmented groups of people with different dressing styles.

Awakening for Love, Valentine's Day Gift

The Valentine's Day that just passed was one of the important marketing nodes in the first quarter. In addition to vertical content, what other content is more likely to impress users?

Image source: Qiangua Data-Commercial Advertising Ranking

From February 7 to February 13, the number of Dior brand business notes was 124, ranking first in the weekly business placement list, and the total number of business note interactions was 79,700.

Image source｜Qiangua Data-Note Analysis

Qiangua data shows that from February 7 to February 13, the release of Dior business notes led to a large number of users sharing spontaneously, with related notes increasing by 35.8%, the total number of interactions increasing by 36.02%, and the total number of shares increasing by 49.79%. In a relatively saturated area in the minds of users, what tricks do Xiaohongshu's top brands have?

Image source: Qiangua Data-Business Notes Analysis

From February 7 to February 13, the top 3 Dior business notes in terms of interaction did not promote products through common product reviews and usage tutorials, but instead took a different approach from an emotional perspective, choosing paintings that were weakly related to perfume. To convey to potential users the product image and emotional value of Miss Dior perfume, which symbolizes freedom, elegance and romance.

And through paid methods such as promotion (this note includes CPC keyword promotion), quickly seize public domain traffic and start the Valentine's Day gift-giving scene in various ways.

Image source｜Qiangua Data-Topic Analysis

At the same time, it also diverted traffic to the Xiaohongshu topic "Miss Dior Awakens to Love". Qiangua data shows that under this topic, the painting category had 31,100 interactions, ranking TOP1.

Dior avoided the same audience that had been repeatedly promoted by vertical influencers in categories such as skin care and fragrances, and chose the skin care and fragrance categories to reach the fan base of fewer painting influencers. Interactive data shows that the fans of these influencers also have a high demand for perfume, or even stronger demand.

The mainstream users of Xiaohongshu are a group of fashionable women who have high demands for quality of life. In addition to their requirements for product quality, they also pay more attention to the richness of their spiritual world. Products that can highlight women's values ​​such as self-awareness and individuality are more likely to win their favor.

03 Conclusion

Xiaohongshu community has a strong atmosphere of promoting products. Users are not averse to sharing high-quality products, but they are averse to promoting products just for the sake of promoting products. Valuable content is the best way to open their wallets. Brands should pay attention to the following matters when marketing on Xiaohongshu :

Their distinctive features are love of trying new things, love of life, high spending power and love of sharing. Content that meets practical needs and provides emotional value is the most appealing.

Xiaohongshu’s content in its advantageous industries is divided into two levels, with highly vertical or weakly related content each having its own effectiveness. (For example, a fashion blogger only analyzes clothing from a certain brand, and a skincare brand chooses weakly related painting experts)

The above is the content of the first part of "Xiaohongshu's full-link solution for brand marketing".

Author: Qiangua Data

Source: Qiangua Data