Xiaohongshu Enterprise Account Complete Operation and Promotion Plan

This article will explain the significance of Xiaohongshu Enterprise Account, how to operate it, how to use its functions, and even includes application strategies. The full text is divided into the following 7 parts, which can be read in order:

• The significance of Xiaohongshu Enterprise Account
• Detailed explanation of Xiaohongshu Enterprise Account functions
• Guide to Applying for Xiaohongshu Enterprise Account
• How does Xiaohongshu Enterprise Account operate?
• Xiaohongshu Enterprise Account Community Standards
• FAQs for Xiaohongshu Enterprise Account
• The future of Xiaohongshu Enterprise Account

01. The significance of Enterprise Account

First of all, we need to clarify the concept. The predecessor of Xiaohongshu Enterprise Account is Xiaohongshu Brand Account , and the predecessor of Xiaohongshu Brand Account is Xiaohongshu Brand Account . Of course, you are right if you say it is a function upgrade or a brand upgrade. In fact, these three are the same thing.

Therefore, Xiaohongshu brand account = Xiaohongshu brand account = Xiaohongshu corporate account .

Currently, all platforms are called enterprise accounts , so let’s use this as the standard and call them enterprise accounts to avoid confusion between the concepts.

In order for us to better understand the operation of Xiaohongshu's corporate account, it is important to know the original intention of Xiaohongshu as a corporate account , which determines what " way " we will operate Xiaohongshu.

Of course, information that is too old has no reference value for us, so let’s talk about the last time a brand account appeared on Xiaohongshu.

(Official example when the brand account goes online)

"Brand Account" will better connect consumers and brands, helping brands complete one-stop closed-loop marketing on Xiaohongshu. If Xiaohongshu is compared to a city, the brand account is the brand experience center in this city. Brands can customize their brand account pages and create a unique style to deliver brand content. They can also use brand accounts to operate content, create business topics, and aggregate user UGC. At the same time, brand accounts are directly connected to Xiaohongshu’s brand flagship store to efficiently complete transaction conversions.

This brief introduction is the official definition of the brand number. Of course, you don’t understand it after reading it, right? Can you speak human language?

Let's break down this text and extract a few key words:

• Linking Users
• Delivering branded content
• Creative topics
• Complete transaction conversion

So what effect or purpose does Xiaohongshu want to achieve through its brand account? I think there are two points.

1. Create content about the brand through the brand’s identity, so that the brand’s information can better reach users on the Xiaohongshu platform and establish direct communication with users.

This is essentially no different from WeChat public accounts and Weibo corporate accounts. When the "platform" becomes bigger, individuals and companies will join in. This will supplement the content ecology and make the platform more complete.

2. Complete transaction conversion.

In my opinion, the real "feature" of Xiaohongshu is the completion of transaction conversion. The role of enterprise accounts on other platforms is the same as above, that is, to connect users, and the ability to complete transaction conversion is an additional value (although all users are pursuing conversion, the current situation is not the case), because as more people pay attention to the content platform, there will always be some people who have purchasing needs.

But Xiaohongshu is completely different. Is the essential purpose of Xiaohongshu’s users to have fun? Is it to get the latest information? Neither. The typical audience of Xiaohongshu is those who get users' purchasing opinions on Xiaohongshu. In other words, this group of people comes for shopping and consumption, and swiping for fun is its added value, which is the opposite of other platforms.

Therefore, transaction conversion is a natural thing for Xiaohongshu, and it is more reasonable. (However, users prefer to go to other platforms for final consumption, which we will not discuss in this article)

However, what is mentioned above is the strategic goal of Xiaohongshu’s brand account. Now the brand account has been upgraded to an enterprise account, so what is the purpose of the enterprise account?

Six major upgrades of Enterprise Accounts to create a full-link life service scenario~

1. Upgraded service targets: more business entities can move in

2. Data Insight Upgrade: Achieving Data-Driven Operations

3. Customized service upgrade: Provide personalized marketing templates and communicate closely with users

4. Operation tool upgrade:

1) Added the function of pinning notes to the top of enterprise accounts;

2) Added lucky draw function;

3) Business topics are open for application

5. Fan interaction upgrade: Based on the "@me" fan notes, new private message smart replies are added to improve communication efficiency

6. Link scene upgrade:

1) One-click linking of online stores and offline stores on the homepage of the enterprise account;

2) Associate stores by location;

3) Added new corporate cards;

4) In the offline merchant’s community details page, one-click link allows users to follow the enterprise account

Now, let’s re-extract keywords:

• Lifestyle Services
• Support more business entities
• Operation & Marketing Tools
• Linking scenes

Translated, it means further enhancing the value of the enterprise account in the Xiaohongshu community based on the nature of the original brand account.

In the past, offline stores and some main businesses were not allowed to move in, but now they can.

You couldn’t see detailed fan data before, but now you can.

There were no tools to gain fans before, but now it is possible.

So why do we want to create a corporate account on Xiaohongshu?

This is because Xiaohongshu is constantly improving the relationship between life scenarios + marketing + consumption , and such a relationship is difficult to establish on other platforms.

We can imagine how many business opportunities there are on a platform with nearly 300 million mainstream female consumer users in China?

Imagine if I were a woman and I wanted to find a nail salon nearby, I might have gone to Dianping.com in the past. However, most of the reviews on Dianping.com are users' reviews of the stores, and there may not be enough of them. If I wanted to ask a question, I would basically not ask the users, because there is very little interaction between users on Dianping.com.

If I search on Xiaohongshu, it will be different. I can search for nearby nail salons and see users' evaluation notes on the store. If I have any questions, I can send a private message or comment on this person or this note, because users on Xiaohongshu have this habit. And the most interesting thing is that the nail salon can also publish its own marketing notes. If I have any questions, I can send a private message to the store at any time to ask some unknown questions.

Let’s rethink this:

1. Currently, users have developed the habit of searching on Xiaohongshu as a basis for consumer decision-making .
2. Xiaohongshu users are precise .
3. We can accurately market to these users and use content to become their choice in consumption decisions.
4. So can we improve the conversion rate of the store?

In the past, we tried every possible means to find channels to reach this group of users and ways to reach such users. Now, these channels are now available on Xiaohongshu . Now is the best opportunity to directly reach these users, and it is a huge and precise opportunity that has never been seen before! Enterprise accounts are an important part of this ecosystem. Why shouldn’t we participate?

Last year, around October 2019 , I often recommended everyone to create a corporate account in the planet and in the group.

I wonder if the guys in the club have already started operations?

If you ask me whether the bonus period of Xiaohongshu is over? I don't think so, in fact it has just begun.

Therefore, I recommend that every company that is suitable for operating on Xiaohongshu should have a corporate account , rather than using a personal account as a corporate account. After all, a personal account is just a personal account.

What kind of companies are suitable for operating on Xiaohongshu?

In fact, it applies to the eating, drinking, entertainment, clothing, food , housing and transportation of women and even all young people .

02

Detailed explanation of enterprise account functions

Now that we know the significance of Enterprise Account, let’s take a look at its functions. Only by making better use of these functions can we achieve our marketing goals.

Currently, the functions of Xiaohongshu’s corporate accounts can be divided into four categories:

• Page display
• Marketing conversion
• Fan Operation
• Data analysis

Below I will introduce to you the function, usage conditions and actual display effects of each function under these four categories.

1. Page display

1) Identity

The personal homepage will display the identity and authentication of the business account.

The identity of the corporate account will be displayed when searching on Xiaohongshu.

2) Personalized homepage

The customizable parts are the header image of the personal homepage (see the top of the picture below) and the corporate account introduction;

The menu bar of the account can of course be customized (the menu bar can add corporate stores or offline stores, etc.), or both can be added (as shown below)

Please note that the above two functions are threshold-free and you can have the function as long as you complete the review.

3) Search Association

When searching, a drop-down word (associative word) will appear. When the search match is high, the brand's corporate account will appear directly in the drop-down word;

This function needs to meet 3 conditions before you can apply for activation;

1. No violation of regulations;

2. Publish more than one note;

3. The number of fans is greater than 1,000

4) Search display

On the search results page, when users search for keywords that are highly relevant to a brand name or account, an exclusive entrance to the enterprise account will be displayed to guide users to follow (for example, the following figure)

Of course, this function must have a threshold, but it is very easy. The conditions for activation are:

No violations;

Post more than 1 note;

2. Marketing conversion

1) Link to store

The enterprise account can bind the Xiaohongshu mall in the background of the PC version of the enterprise account. At this time, a store entrance will be added to the homepage of the Xiaohongshu enterprise account. Click it to jump to the corresponding mall.

There is no threshold for this function, you only need to own a store to bind it.

2) Content Cooperation

Enterprise accounts can initiate content cooperation with Xiaohongshu bloggers on Xiaohongshu's official content cooperation platform. Simply put, it means reporting the notes and posting them, but they have to pay an additional 10% handling fee to the Xiaohongshu platform accordingly.

Content cooperation platform link: influencer.xiaohongshu.com

There is no threshold for this function, you only need to complete the enterprise account certification to use it.

3) CPC advertising

Everyone is familiar with CPC advertising. Baidu's bidding ranking and Taobao's through train are both CPC. The same is true for Xiaohongshu's advertising. They are charged by clicks, but the price will be affected by competition. Currently, four types of information flow and bidding ads can be placed (see the figure below).

This function requires advance certification of advertising qualifications, and once completed, it can be used in the enterprise account background.

Enterprise account platform link: business.xiaohongshu.com

The actual display effect can be seen in the figure below. The words "advertisement" or "sponsored" will be displayed when you swipe through the search results or information flow.

4) French fries promotion

French fry promotion can promote the original notes of the enterprise account, so that the notes can get more exposure, and it can be operated without a computer.

There is no clear threshold for this function, and you need to actively apply for it in the Enterprise Account Center of Xiaohongshu’s Enterprise Account App before you can activate it.

Many students don’t know the difference between paid ranking and paid rank . They think they are both buying traffic , so what’s the difference?

Let me tell you here, the fries are charged based on exposure , but Xiaohongshu doesn’t care whether your notes are clicked or not.

The bidding ranking is charged by click. If no user clicks on your note, there is no charge.

Then the second one is definitely the right one, as you will only be charged if you click on it.

But there are still other differences. The overall bidding ranking is a little more expensive than French fries. Secondly, bidding can promote notes and advertising notes, but it requires corresponding qualifications and certification, while French fries only require notes that do not violate regulations.

Therefore, their uses are different and the effects they achieve are also different.

Do you all understand?

5) Live broadcast

Live streaming is no longer a surprise to everyone. It is equivalent to an enterprise account having the live streaming function. There is nothing much to say about interacting with users through live streaming in the capacity of an enterprise.

This function needs to meet certain conditions:

1. More than 500 fans

2. The user has logged into Xiaohongshu 15 days in the past 28 days.

3. There are restrictions on industries. Currently, the industries invited include 3C and electrical appliances, catering, life services, travel and tourism, cultural media, home building materials, education and training, transportation, industry and agriculture, and communications. Overseas companies are not allowed to live broadcast.

After meeting the requirements, you can apply in the background of the PC version of the enterprise account.

6) Pin a note

Enterprise accounts can choose to pin a note to the top, that is, to the first position of the homepage notes;

It is no different from pinning notes on a personal account;

There is no threshold for this function, and you can use it by applying for an enterprise account.

7) Corporate Card

Enterprise accounts can display phone numbers and company addresses on the account homepage, and more information can be displayed in the future.

There is no threshold for this function, and you can use it by applying for an enterprise account.

Need to be set up in the background of the enterprise PC

8) Business topics

Enterprise accounts can apply for and operate a business topic related to the enterprise account name for free. Users can choose the topic when posting notes and can use it when organizing activities.

The free topics can be applied for by logging into the Xiaohongshu APP with your corporate account, then going to the "Me" personal page, the data icon in the upper right corner, and then going to "Brand Topics".

Some students want to apply for multiple applications. What should I do?

You can apply by sending an email to: [email protected]. Of course, it will be charged.

9) Store Management

The enterprise account can be bound to related offline stores, which is a reverse aggregation page for a certain offline brand’s store.

There is no threshold for this function, and you can use it by applying for an enterprise account.

Need to be set up in the background of the enterprise PC

10) Lucky draw function

Enterprise accounts can initiate personalized lottery activities through notes with lottery components, helping them to attract fans more easily. This feature is very practical, after all, most users are profit-driven.

There is no clear threshold for this function. You need to actively apply for it in the Enterprise Account Center of Xiaohongshu’s Enterprise Account App and it can only be activated after passing the review.

3. Fans Operation

1) Comment management

When you have too many notes, you will definitely have a problem: there are too many comments to reply to, and you can't always go through the previous notes one by one, right? This would definitely be too troublesome, so comment management is designed to solve this problem. All note comments are aggregated together, and can be filtered according to comments from fans and non-fans. You can even sort by the number of likes to quickly find popular comments. It is a very practical function.

There is no threshold for this function, and you can use it as long as you become an enterprise account.

2) @My Notes Management

Sometimes users post a recommendation note @ our brand name. Of course, there are two situations at this time:

• Praise our
• Scold us

Let’s not talk about the situation of scolding. If the content is praising us, we also hope to expose the notes as much as possible, which is equivalent to the user’s endorsement of us. Therefore, the main function of @我笔记管理 is to display @我笔记 on the personal homepage of the enterprise account;

This operation is manual, so there is no need to worry about negative notes being automatically displayed on the homepage of the enterprise account.

There is no threshold for this function. You can use it by becoming an enterprise account. It can be used on both mobile and PC versions.

3) Automatic reply to private messages

The automatic reply function of WeChat public account is one of the commonly used functions of public account. You only need to reply to xx keywords, and it will automatically reply to xx content;

This function is the same in Xiaohongshu, and it is even richer. Not only can you reply with pictures and texts, but you can also automatically reply with "notes", "products" and "potato coupons" that are unique to Xiaohongshu.

For example, if a user has the intention to buy, will he contact the official account to ask if there is any discount? So, can automatically replying with a coupon increase the user's willingness to buy ?

There is no threshold for this function, and you can use it by applying for an enterprise account.

Need to be set up in the background of the enterprise PC

4) Reply to private messages on PC

Some brands use Xiaohongshu as their main marketing platform, so the volume of private messages is extremely large. At this time, the efficiency of replying using a mobile phone is correspondingly low, especially when multiple users are consulting at the same time, the efficiency of the computer is revealed.

We can turn on the private message reply function on the Enterprise Account PC platform, and then use the computer to reply to private messages. The functions are exactly the same.

There is no threshold for this function, and you can use it by applying for an enterprise account.

5) Private message group

The Xiaohongshu version of WeChat Enterprise’s group messaging function perfectly inherits the rule of only sending 4 messages per month.

The function is simple and clear, which means that you can send messages to fan groups. It supports pictures, texts, notes, products, coupons, etc. It can effectively promote user activity. However, it is also a double-edged sword. If you annoy users, they might unfollow you.

A very pleasant thing about sending a group message is that you can see the performance data of the group message, such as how many people received it, how many people opened it, and how many people clicked on the content.

However, functions that may disturb users naturally have certain threshold restrictions.

No violation of the account

The number of fans is greater than 3000

The exposure of the notes published in the past 30 days is greater than 10,000 or the average number of likes and favorites per note is greater than 10

4. Data Analysis

1) Fan Analysis

Fan analysis includes the growth of fans and fan portraits, which is very similar to the content creators of personal accounts.

There is no threshold for this function, and you can use it by applying for an enterprise account.

2) Account Note Data

The account note data includes the traffic of the enterprise account notes, the reading and click status of the notes, and the data analysis of a single note.

There is no threshold for this function, and you can use it by applying for an enterprise account.

3) Collaboration Notes Data

The cooperation note data includes the traffic of the enterprise account’s cooperation notes, the reading and click status of the notes, and the data analysis of a single note. Cooperation notes refer to the reporting notes for cooperation with KOLs.

There is no threshold for this function, and you can use it by applying for an enterprise account.

The above are all the special features of the Enterprise Account, and they are all listed in the Enterprise Account Center in the Xiaohongshu App, so it is easy to find these features.

Most of these features do not require payment, and for us they are the cornerstone for achieving high returns at absolutely zero cost. Do you want to have the above features as soon as possible?

Then we must first have a Xiaohongshu corporate account. How to apply for a corporate account?

Let’s look down.

03

How to apply for an enterprise account?

1. Register a Xiaohongshu account

1. First, you need to register a regular Xiaohongshu account (and then authenticate it as an enterprise account. After the authentication is passed, the account will become an enterprise account. To avoid mistakenly authenticating a private account as an enterprise account, it is recommended to register a new Xiaohongshu account for enterprise account authentication.)
2. Log in to the enterprise account platform: business.xiaohongshu.com
3. Follow the prompts to apply for enterprise certification

The process here is still very simple, and the review standards have been relaxed a lot. As long as it is a registered enterprise and it is not in a prohibited field, it can settle in normally.

However, it should be noted that the audit fee is 300 yuan, and the certification is valid for one year. It will need to be reviewed every year thereafter, and the fee each time is 300 yuan, which is the same as the WeChat public account.

If some students are not convenient to use a computer, they can authenticate on the App:

Xiaohongshu App → "Me" in the lower right corner → " " in the upper left corner → Settings → Account and Security → Identity Authentication → Enterprise Authentication"

After clicking into the authentication interface, some students may be puzzled. There are two options for authentication: one is the corporate entity and the other is the corporate employee. What is the difference between the two?

In fact, the functions are exactly the same, it’s just a question of who is the main body . The enterprise is based on the enterprise’s image, and the employee is based on the person under the enterprise’s image. So although the functions are the same, the meanings they represent are somewhat different. In addition, we all know that one business license can only register 3 enterprise numbers , while the employee number is not subject to this upper limit, so this is also a feature of the employee number.

I won’t go into details about the registration process, it’s actually quite simple. If some students still don’t understand, they can reply “ Xiaohongshu Enterprise Account Application ” in the background of our official account. We will send you the complete registration application materials, and you can successfully apply by following the instructions.

Everyone should also note: the nickname of a personal account can be repeated, but the nickname of a corporate account cannot be repeated. Also, if you need to open a Xiaohongshu mall store in the future, the corporate account you register must be consistent with the name of the store, so you must be cautious when naming.

In addition, what everyone wants to know most is what kind of company can be approved?

In addition to your nickname, avatar, and profile being in violation of the rules, Xiaohongshu prohibits some industries from entering . I will list these industries below to avoid wasting time applying. It is best to check before applying. Secondly, some industries require additional qualifications for entry. For example, the cosmetics industry needs to provide a "Cosmetics Production Enterprise Hygiene License", etc. I have written these two parts below for your convenience;

Prohibited industries:

Account names, profile pictures, account profiles, and other corporate information that contain the following will not be accepted for brand certification:

Military and political related: police equipment, military equipment, etc.; leaders, reactionaries, political systems, military related, etc.

Dangerous items that violate laws and regulations: firearms and ammunition (live CS hall - gunfight), banned drugs, controlled knives, animal protection related (national protected animals/dog farms, fur), fireworks, slingshots, crossbows, etc.

Medical and health: including but not limited to OTC drugs, test-tube babies, fetal sex identification, clinical tests, blood/genetic tests, cosmetic surgery (semi-permanent, hair removal, tattoos, scar repair, burn repair, small face bone setting, rhinoplasty injection, water light injection, face slimming injection, etc.), folk prescriptions, moxa prescriptions, weight loss/male enhancement/breast enhancement/height increase/hair transplantation/acne removal/freckle removal products, Chinese herbal medicines (morphine, lycopene, deer antler, etc.), treatment for body odor and bad breath, athlete's foot, constipation, etc.; animal medical health, etc.; medicines (eczema medicine, rhinitis medicine, onychomycosis medicine, etc.)

Sex and gender categories: family planning products, sex toys, reproductive health (drugs, capsules, agents, private tightening products, etc.), pornographic websites/APPs, emotional counseling (PUA), foreign marriage and love, etc.

Tobacco: tobacco products, electronic cigarettes, cigars, etc.; tobacco peripheral products

Feudal superstition: Feng Shui, palmistry, tarot cards, physiognomy, fortune-telling, involving superstitious elements or props, etc.

Gambling: Gambling machines, gambling machines, gambling stones, remote control color pieces, perspective poker and other gambling equipment and related cheating tools; online gambling services such as currency dealers, intermediaries, and game currency recycling; all gambling-related services such as teaching gambling skills, methods, and methods, and conducting gambling activities

Others: Wechat business, knockoff brands, purchasing agents, game account transactions, campus loans, cave-stored wine, internet celebrity balloons, overseas pregnancy and childbirth agencies, emotional counseling, telescopes, parallel import business, massage, spa, KTV bathing, private/personal clubs, etc.

The medical and health industry only supports the health care products industry and daily medical devices (only supports contact lenses and beauty devices), and does not support anything else;

The health care product industry needs to provide the "Domestic/Imported Health Food Approval Certificate" in the supplementary qualification section;

For contact lenses, you need to submit a medical device business license (business category includes contact lenses) + the medical device registration certificate of the brand of contact lenses;

Beauty devices need to supplement the "China National Compulsory Product Certification Certificate" or provide a product quality inspection report;

Financial industry: Member companies of "one bank and three commissions" are allowed to enter; funds, private placements, trusts, virtual currencies and other related industries are prohibited from entering; Internet financial industry is prohibited from entering

Qualification requirements for each industry:

04. How to operate an enterprise account?

Now comes the key point of the article. Now that you have applied for the enterprise account, how do you operate it?

At this time, I advise you not to rush to post articles. The focus of corporate accounts is to convey the brand image , so when others see your company’s Xiaohongshu homepage, it is actually equivalent to customers seeing the company’s image. Some corporate account homepages are messy, and users will think that your company is very bad and very informal, which will bring negative impact to our company.

So what do we do first? Of course, you need to develop an operations plan .

Step 1: Develop an operations plan

This step mainly consists of two parts:

• position
• Operational plan

These two points complement each other, so I will talk about them together;

I can understand that personal accounts have positioning, but why do corporate accounts also need positioning? Isn’t the purpose of enterprise accounts to publish content centered around the enterprise?

If this is the case, then it is basically completely wrong.

We joined Xiaohongshu not for fun, but with a goal in mind from the beginning. What do we want to bring through the corporate account?

Is it a purchase conversion? Or to build a connection between users and brands? Or are we simply building a brand image at a lower cost?

Therefore, each of the above different goals will lead to different operating strategies.

For example, if our goal is purchase conversion, then we will operate based on our products, and combining our products with other hot topics will become our main content operation method.

But if we just want to establish a connection between users and brands, then it is actually very necessary to interact with users in the form of an official account. For example, if a blogger buys your product and posts a note, if it is positive, you can like it, comment on it, ask the user if he is satisfied, and even give some rewards. This will very effectively enhance the brand image in the user's mind. Who would not be happy when a brand does this to you (the user)?

If it is negative, communicate with the user as soon as possible to solve the problem in order to recover the loss of reputation. Of course, don’t try to think that if I don’t have a corporate account on Xiaohongshu, do I not have to do these things? In fact, this is tantamount to covering one's ears and stealing the bell. Every user is a communication center at the moment. If you don't deal with it, will the negative news disappear automatically? Of course not, it will only breed indiscriminately on this platform, so you see, isn’t it necessary to establish brand and user links?

We don’t necessarily need to personify our accounts to be smart, but at least we need to be clear about the problems we want to solve. So, are we here to sell things, acquire new customers, or maintain our reputation? Let’s figure it out first.

Therefore, when we are registering an enterprise account, we must be very clear about the company's positioning or the goal of registration (the goals should not be too many) in order to better provide the core support for our operating strategy.

So what is our operating strategy? In fact, it is the methods that can support you to achieve your goals and the content that realizes your positioning .

For example, if I am a sports brand targeting young people, my positioning can be a young lady who provides dressing guides for young trendsetters , but all the shoes in the guides must be of our own brand; if the goal is to acquire new customers, then my content needs to follow the hot content of "trendsetters", for example, the matching clothes and pants are all from other well-known brands, as long as the shoes are from our brand, we mainly emphasize clothing matching in the content, thereby attracting users of other brands, but these are also new customers who belong to our brand user portrait.

The above is the combination of positioning and content strategy, but it is just a small example, which serves as a starting point for discussion. Normally, our plan is determined after careful consideration, and the above is something I made up.

But no matter what, we have the positioning and operation strategy, and the next thing we need to do is to improve our account information and settings.

Step 2 Complete account information and function settings

It sounds simple, it's a fill-in-the-blank question, isn't it? I just need to fill in all the blanks, right?

If this is the case, then we have ignored the corporate image issue mentioned above. The Internet is a place where we can acquire customers at a lower cost, so our words and deeds, our profile and avatar can actually have unexpected effects. Of course, they are not all positive, and it is possible that your profile may scare away customers. Therefore, these are all areas that we must design accurately.

So remember the functions we talked about above? Let us sort out for you what we all need to do.

Complete

1. Avatar (completed when applying for the enterprise account)
2. Introduction (can be changed in the background)
3. Personalized homepage (homepage header image, official profile, custom menu)
4. Corporate Card

The above are actually all the content we can customize;

The avatar usually uses the brand’s official logo, but if it is customized for Xiaohongshu, you can try to make the logo younger, which is more in line with the characteristics of the platform.

The corporate information profile reflects our account’s official certification information and positioning description, so even if you use your brand name as the nickname, you still need to state in the profile: xx brand official account. If you don’t write it, users may not know it, and we have no way to explain it to users.

So our introduction should be like this: the official account of xx brand, xx shoes can be matched with every outfit you love.

Of course, the above is still made up by me. The main idea is that it is best to mention the official account of xx brand + your positioning introduction in the introduction. However, you must know that this positioning is for users to see, not for leaders, so the text description should be accurate and not too official.

The top header image is shown in the figure. It can make the brand more personalized and further convey the brand image. The image in this part is required to be in JPG/JPEG/PNG format, with dimensions: width 1125px, height 630~960px, and a single image must be less than 1M .

Another part is the custom menu function, which can link to the store in the mall (if you have one) or the offline store (if you have one). Previously, you could link to the landing page, but the landing page function has been cancelled. It is said that a new function will be launched later to make up for the landing page, and the launch time is still unknown.

Another one is the corporate card. It would be best if this part can be perfected. Of course, it is not applicable to every brand. For example, it may be more applicable to brands with offline stores, but it may not be of much help to purely online brands. So you have to choose according to your needs. Don’t perfect it just for the sake of perfection, as that would lose its meaning.

We also have some features that can be set up.

set up

1. Automatic Reply
2. @My Notes Management

The automatic reply function is precisely this function that is often overlooked by many accounts. In fact, it can greatly improve efficiency. For example, people often come to our corporate account to ask about signing a contract, but we cannot reply in time. So as long as someone mentions signing a contract, we will automatically reply to him with a message with our contact information. This can not only improve our efficiency, but also prevent customer loss.

In addition, many students do not know that corporate accounts can reply to contact information such as WeChat and mobile phone numbers, and are still using the old hiding methods, such as: ➕威❤吗?

In fact, it is completely fine to openly mention WeChat in the corporate account.

In addition to replying with text, automatic replies can also reply with pictures, shopping mall links, or discount coupons, so learn how to put it to use. (Note here that the automatic reply cannot reply to WeChat accounts, so what if you remove the word WeChat? Learn and apply it flexibly)

There is also @我管理, which is a unique feature of the enterprise account. In addition to notes, the homepage can also display notes of other users @ our brand name. The advantage of this lies in the user's endorsement. When you just open an account, no one may have tagged you or the number may be very small. It doesn’t matter. You can wait and set it up later. However, it must be set up in the future. If the homepage is our first face, then @ is the second face. And there is a more important thing. Users can receive reminders for all notes displayed on your homepage to strengthen the connection between you.

In addition, there are some functions that require us to actively apply for activation.

Apply

1. Search Association

2. Search display

3. French fries promotion

4. Lucky Draw

5. Business topics

Points 1 and 2 require publishing a note to be activated. I will focus on these two points. They must be completed because it means that your brand account can be accurately displayed when users search for your brand name, so they can obtain accurate traffic more directly. There is nothing cheaper than this and it must be completed as soon as possible.

The above two points are normal function applications. As long as you have posted notes and there is no violation, you can activate them. Although there are no threshold restrictions for French fries and lucky draws, there are also very unclear review standards, so you can only apply first.

French fries are a product that purchases extra note exposure, which is equivalent to spending money to buy traffic, but you must make sure that your content is good enough, otherwise there is a possibility of wasting money.

If the lottery is a marketing tool, wouldn’t it be more effective to use a combination of French fries and lottery?

In addition, I would like to add two more logics about the gameplay of French fries:

A. If you have the energy to do it, you can refine the monitoring of the effect of the French fries delivery; use the same content to do tests at different times with a limit of 50 yuan each time to find out the time with the best effect , then test with different content and titles at the optimal time, and finally observe the data. You can basically get a rough idea of ​​what kind of content is more suitable for delivery . After knowing this, we can use a larger amount of money to make a wider delivery.

If you have extra energy, you can also monitor your competitors and check their notes on which products have seen the best growth. You can also check the time period in which your competitors’ data is growing the fastest and use this to compete with you.

B. Foolproof logic: look at the data in your own notes. Once the data of a certain note grows relatively fast, we think it has potential. At this time, we will just default to the whole system and invest money to start working on it.

(Lancôme's business topic)

There is a lot to say. There is also a business topic . The business topic is equivalent to setting up a brand-exclusive aggregation page. How did you view the content of a brand in the past? It would be almost the same if you searched the brand name directly, but it is different with this business topic. Users can actively post notes under this topic, and can also use this topic to aggregate all relevant content of the brand. This is not very intuitive. Look at "Zara fitting room", which could have been a good business topic example (this is not a business topic established by Zara).

Step 3: Follow hot topics and interact

We have done a good job of positioning the account and planning its operations in the beginning, so do we really have to just follow normal operations and publish content day after day?

That would be too slow a process to increase followers, so we can’t just sit there and wait for death, we have to take the initiative.

This means that we should become more sensitive in content selection. For example, plaid skirts suddenly became popular this summer. As a sports shoe brand, we should also use our own sports shoe brand to match plaid skirts, because most users’ attention is on plaid skirts, so the traffic is relatively large compared to other keywords. At this time, we have successfully used plaid skirts to shift the attention of these users to our brand.

So this is chasing hot topics and catching up on topics.

So do you rely solely on posting content? No, we should make better use of all the functions of our account, such as comments.

Of course, marketing promotion and advertising is not advisable. Such comments are also illegal in the community. Interact with users in a friendly manner and solve user problems is advocated by the platform.

If the user who purchased your product posted notes and received your interactions, will he follow you? Posting notes means you have a strong favorability, so the chance of following you will be very high.

And good comments can also arouse the approval of others. For example, interesting comments under popular notes will be liked by users. The more likes you are liked, the higher the ranking. Is this also a way to amplify your own exposure?

Step 4: Promote Active

Why are there fans following you? Is it adding a number? Or do you want users to click on your notes? In fact, none of them are, but maintaining relationships with users.

If you want to do this, you can take notes and send private messages.

Therefore, the following function must be good at using, and of course there are certain thresholds for use.

This function is called private message mass sending, with 4 opportunities per month; there are very few accounts using the mass sending function now, so we must make good use of this opportunity. Although mass sending is really a mass sending, the user does not know that you are a mass sending, so the content of mass sending determines the connection between the user and you.

Then some students ask, can lottery also promote activity? That's of course, learn and apply your classmates.

And here is a concept of data, which is why we must use Xiaohongshu's backend data. The data here is relatively complete. You can see the exposure and the clicks of notes, so you can use it to optimize our content.

The above is the operation logic and planning of the enterprise account. I hope that friends will learn and use it carefully and not be restricted by the rules or functions on the platform.

Come, let’s summarize the several things and order we need to do when operating an account;

1. Make good positioning and operation plans;

2. Set up the account information and application functions;

3. Drive daily notes to be exposed through hot topics and topics;

4. Use fries and bidding rankings as leverage to amplify notes’ traffic;

5. Promote existing fans' activity through lottery/fan benefits and mass private messages;

(This article is too long. It only talks about enterprise account operations, not about KOL deployment. If you want to see how to build a brand KOL deployment, you can read "Xiaohongshu KOL Quick Guide 8: The Strongest Xiaohongshu Brand Delivery Plan in History")

However, there will definitely be many problems in operation, such as excessive violations in marketing for notes, violations of contact information with comments, etc. Then we need to understand the community operation specifications of Xiaohongshu Enterprise Account before operation.

04

Xiaohongshu Enterprise Number Specification

When publishing notes, comments, and private messages by corporate accounts, they must comply with the following community norms.

Notes, comments, private messages and other content are prohibited from containing illegal, uncivilized language, unfriendly content or large-scale information. Infringement and non-original, untrue and other content that violates community norms is not allowed! (You can search for "Community Standards" to learn the complete "Xiaohongshu Community Standards") If the content is violated, you will not receive any recommendations.

If the comments of the enterprise account contain illegal and irregularities, harassment attacks or traffic diversion behaviors that violate community norms, and private messages contain illegal and irregularities, harassment attacks and other content that violate community norms: the relevant illegal content will be restricted from being exposed, and the publishing function of the comments or private messages of the enterprise account will be restricted, and the number of violations will be restricted by 48 hours/7 days/permanently. (The contact information, URL link and other related content can be properly exposed for private messages from the enterprise account without restrictions)

The company account cannot contain traffic diversion information when publishing notes, including but not limited to traffic diversion to other social platforms except Xiaohongshu. The offline physical store address and the enterprise number can be properly exposed. Other contact information such as QR codes, URL links, etc. are still not allowed in notes and comments. If the notes published by the company account contain traffic diversion information, the violation notes will be restricted from being exposed.

The operation of enterprise accounts that have been certified is a corporate behavior, and enterprise accounts are encouraged to publish authentic, beautiful, diverse and community-oriented content related to the industry to which their own enterprises belong.

Enterprise accounts that have not passed the industry qualification certification shall not publish related content in the medical and health industry (health products, contact lenses, beauty devices, etc.), financial insurance, and game. If the enterprise account publishes the banned industry promotional content (for details of the banned industry, please log in to the enterprise account platform help center to view), the notes will not be recommended, and if the violation of publishing banned industry content three times, the account will be blocked. If the company account conducts malicious and low-quality marketing with similar content with other accounts, after being discovered, not only will the exposure of the violation note be affected, but all the notes related to the company will not be recommended.

Promotional behavior

Only after certifying the enterprise number (or certified advertising qualifications) can you cooperate with creators in the community for commercial promotion notes, and cooperative commercial promotion notes must be published through the brand cooperation reporting system; non-creators cannot publish corporate promotion notes, and violation notes will not be recommended. All cooperation and promotion behaviors that the enterprise account has not reported in the community will be considered as violations~

After a certain amount of enterprise illegal promotion notes are accumulated, the relevant content of the enterprise will be completely restricted from being exposed. In serious cases, the qualification to apply for the enterprise account or enterprise account will be deprived of the community of commercial investment rights.

All manual intervention in data and data fraud are strictly prohibited!

There is a phenomenon of fraud in interactive data for commercial promotion notes for corporate accounts, and illegal notes will be prohibited from being exposed. If the company account has faked its own number of fans and its own notes interactive data, the exposure of all content under the company account will be restricted within a certain period of time, and the data fraudulent notes are prohibited from being exposed.

If an enterprise artificially interferes in hot searches or maliciously publishes a large number of illegal promotional content, once discovered, all relevant notes of the enterprise will be restricted from being exposed within a certain period of time, and the relevant search results of the enterprise will not be displayed within 30 days!

When the enterprise account violates the specifications, the exposure of the illegal content will be restricted. For violations that seriously damage the community ecology, the violation of the company account will take measures such as "restricting notes", "prohibiting comments", and "rejecting corporate accounts" at any time.

The above is the official explanation, summarized:

1. Malicious marketing

2. Data falsification

3. Prohibited content

4. Contents stipulated by laws and regulations

Just avoid it successfully. Occasionally, it may encounter difficult situations, so it is not recommended to take risks with your own life. You should know that Xiaohongshu's violations are accumulated.

05

Frequently Asked Questions about Xiaohongshu Enterprise Account

Of course, kids, do you have many question marks? Come and read here. We are very enthusiastic about preparing all the common FAQs of enterprise accounts for you. This article is collected. This is the treasure for enterprise accounts to operate.

I won't say much, read the Q&A.

Q: Can I issue an invoice for the certification service fee?

A: Enterprise certification and review service fees can be issued with the VAT ordinary invoice (electronic invoice) with the content of the [Technical Service Fee]. After the certification is successful/failed, an invoice will be issued within 30 working days.

Q: Annual review fee for enterprise number

A: The annual review fee is the same as the first certification, both of which are 300 yuan per time.

Q: How long does it take to review the certification?

A: Within 3 working days

Q: How to modify operator information

A: After the certification is passed, make your own changes in the login to the enterprise account platform and in the column "Qualification Management" → "Enterprise Account Certification" → "Operator Information Modification". The operator's name, mobile phone number, and email address can only be modified once per natural month, and will take effect immediately after the modification.

Q: How to modify the account name?

A: A certified account can have an opportunity to resubmit naming during the annual submission of information every year. If the account has not reached the annual review time, you can reschedule the qualification information by opening the early annual review channel and modify the certification name. The annual review requires a certification and review service fee of RMB 300 per time.

Q: How to change the company number and log in to your mobile phone number?

A: Modify the bound mobile phone number on the App side: "Me" → "Settings" → "Account and Security" → Click on the mobile phone number → Change the mobile phone number. If the account is in a state where it cannot be logged in: please send an email to [email protected] to apply for the official letter of change of the login device account, fill in the official letter and reply to the email address. The mobile phone number you change must not be bound to any Xiaohongshu number.

Q: How to view the operational data related to the enterprise account?

A: Enterprise accounts can view operation data on the Xiaohongshu APP and the enterprise accounts backend:

1. After logging in to the Xiaohongshu APP with your enterprise account, you can view the company account data fans, account notes, cooperation notes, business topics and other related data in the "I" personal page - the upper right corner.

2. Log in to the backend business.xiaohongshu.com of Xiaohongshu Enterprise Account, select "Data Center" in the menu on the left to view related data such as enterprise account data fans, account notes, cooperation notes, business topics, etc.

Q: How to bind offline stores to enterprise accounts?

A: After passing the certification, log in to the enterprise account platform business.xiaohongshu.com, "Management Center → Store Management → Related Store → Select relevant information to enter the complete store name, search for store POI → Click to select to enter the qualification upload page". The application review meeting of related stores will be reported within 2-3 working days.

If you can't search, when selecting a store, you can try to click [View More Address]. If you still can't search the store, the association is not supported for the time being.

Q: How long can a video note take last?

A: 5 minutes

Q: Why can't I search for my notes?

A: If your notes cannot be searched, it may be that your notes involve sensitive words that are being reviewed or have been violated and have been restricted from exposure. Please wait for a while before searching again. If your notes cannot be searched for a long time or have received notifications of violations of notes, please refer to [Community Specification] and [Enterprise Number Specification] to check whether there are any violations. If there are any violations, please modify them. Your notes will be reviewed again after modification. After the violation, the exposure will be resumed.

Q: How to add products to your notes?

A: When publishing notes, select [Advanced Options] → enter the product/store name or ID → select it to add it.

Q: Why can’t I send private messages?

A: If the comments or private messages of the enterprise account contain illegal, harassing, attacks or traffic diversion behaviors that violate community regulations, the relevant violations will be restricted from being exposed, and the publishing function of the comments or private messages of the enterprise account will be restricted, and the number of violations will be restricted by 48 hours/7 days/permanently. Private messages from the enterprise account can appropriately reveal contact information, URL links and other related content without restrictions.

Q: How to block/block a user?

A: You can click the [Share] button in the upper right corner of the user you want to block [Personal Page] and select [Black] in the pop-up menu.

After blocking the user, you will not see the user's updates in following or discovery. The user will not be able to follow you and will not be able to perform the following operations:

1. Send you a private message.

2. Comment on the notes you posted.

3. Like or collect the notes you posted

Q: What should I do if my notes were plagiarized/stolen?

A: If you find that your notes have been plagiarized or stolen, you can click the upper right corner of the [Note Details Page] of the plagiarized notes and select [Report] in the pop-up menu. Please select "Plaint others' content" for the reason for reporting, and add the original note link or add the original note picture to the reason for reporting. After verification, the plagiarism will be handled.

Q: Why can’t my fans see my notes?

A: If fans cannot see your notes, it may be that your notes have been violated and restricted from exposure. Please refer to [Community Specifications] and [Enterprise Account Operation Specifications] to check whether there are any violations in the notes. If there are any violations, please modify them. After modification, your notes will be reviewed. After the violation, the exposure will be resumed.

The above are the most common problems encountered in operating enterprise accounts. Do you have other problems? You can ask questions in the comments at the bottom of this article.

06. The future of Xiaohongshu Enterprise Account

I have actually said about the future of enterprise accounts in the previous article. At present, I think enterprise accounts still have a lot of room for growth in Xiaohongshu, and Xiaohongshu has indeed gradually become the main lifestyle "decision-making" platform for women in China. This business potential is actually very great, but it takes a long time to get on the platform, and it only takes a moment to go on, so it also depends on the foresight of the helmsman. If you are eager to monetize, it will only be the last carnival before the end of the day.

However, the commercialization of Xiaohongshu is still considered "cautious", but it is just a little verbal;

In 2020, there are not many platforms that can be considered gold mines, and Xiaohongshu is still one.

OK, don’t think so much. Look, some friends have already started to register.

Author: Mr. Elk Sky

Source: Mr. Elk Sky ( milusir94 )