Wuling Motors-Xiaohongshu advertising case!

Probably encouraged by the 38 promotion, I have recently received a lot of inquiries from brands who want to achieve strong harvests during the 618 promotion by promoting their products on Xiaohongshu. Among them, there is a special category that caught my attention - low-frequency and high-unit-price products. Why do I say it is special? In addition to low repurchase frequency and certain thresholds, high-priced products also have a relatively long decision-making cycle. During the entire decision-making process, consumers need more diverse information to assist them compared to decision-light consumer products.

Under the premise that the average order value and repurchase frequency are relatively stable, if brands want to increase GMV, they can only think of ways to increase the number of users and conversion rate. However, these two parts are the most difficult parts for major brands in marketing promotion.

In this special category, we noticed that there is a brand that used Xiaohongshu to achieve three-in-one goals: a new brand image, a surge in sales, and a turnaround in popularity - Wuling Motors.

As the top-level product with the lowest frequency and highest average price in this special category of low frequency and high average price, automobiles can be said to have all the difficulties in the process of promoting new customers.

However, Wuling MINIEV made a great comeback by leveraging content marketing on Xiaohongshu. Its monthly local sales surpassed Tesla, its brand popularity increased 669 times, and its brand ads + notes were exposed over 240 million times , refreshing the brand impression in all aspects.

Today, we will use the case of Wuling Motors to discuss how brands can use Xiaohongshu to increase the market share of low-frequency, high-unit-price products.

Warm reminder: Scroll down to the end to find other category placement cases~

Factors Affecting Decision-Making of Products with High Average Customer Price When it comes to the marketing and promotion strategies for products with high average customer price, most people’s first reaction is strong analysis + big profit concessions .

Because consumers are rational and meticulous, we need to explain the functions and parameters of the product in detail and compare it with competitors. We must have what you don't and we must have better products than you. In addition, the e-commerce platforms can cooperate with us to make concessions and present data to prove that we are better than competitors, and then we can reap the benefits.

At first glance, this seems fine, but is it really the case?

Think back to the mental journey we go through when buying high-priced items, let’s take a camera as an example?

What is the first thing you consider when making a decision? Is it the budget? Is it a parameter? Or which one is better than the other?

I believe everyone’s first reaction would be...

• Which brand should I choose? Sony is the big brother, Canon has many lenses, Fuji produces good pictures, and Nikon... there is no Nikon.
• What kind should I buy? Fresh or retro look? Small and portable or a professional big brick? Do you need a product that can beautify and produce photos directly?
• What do I want others to think when they see me using it? Love to be a trend-setter in life? Fashion blogger? Professional photographer?

Did you see it? Our first reaction is not to think about which model or which style, what the detailed parameters are, or whether it is 5999 yuan or 5699 yuan, but what my needs are and which brand and style we should choose, thus generating an emotional and vague idea .

There are thousands of factors that influence the final decision, but we can clearly see that performance and price are by no means the most important factors.

Because in actual use, it is difficult for us to appreciate the difference between 23 million pixels and 25 million pixels, and it is also difficult to distinguish the difference in results brought by 2.9x optical zoom and 4.2x optical zoom.

Even on these parameters, your product performs better than others.

On the contrary, some emotional factors account for a large proportion:

1. What do I think this brand is (identity symbol, social value, brand influence, etc.)
2. What do I think of this product (match between functions and needs, appearance, endorsement, convenience, film output, difficulty of getting started, etc.)
3. Do I think this product is worth it (price, performance, after-sales service, additional features, etc.)

Did you notice? When we think that all actions will be judged according to "rationality", it is the emotional content that affects the results .

Even the price standard is emotional. Because everyone has different standards for prices, something that you think is expensive may not be expensive to others. There is no specific standard to judge whether the price is high or low for consumers.

In fact, the higher the average order value of a product, the less sensitive users are to price.

Just like a camera that costs 1,599 yuan and a camera that costs 1,899 yuan, and a piece of clothing that costs 59 yuan and a piece of clothing that costs 99 yuan, the price difference has completely different impact on consumer decisions.

Since I have already spent 1599, and if other "I think" factors are quite matching, would I still care about the 300?

Therefore, for products with high unit price, the psychological factors that influence user decisions are preference cues > parameters (functional satisfaction) > price .

It is more important to make them "feel" that your product is good, worthwhile, and cost-effective than to actually be superior to your competitors in all aspects.

Therefore, mobilizing users' emotional psychology is the magic weapon to deeply influence decision-making.

Convince the user and make him "like" your product from the bottom of his heart, and he will naturally use psychological persuasion to solve the remaining problems for you.

How did Wuling do it? Through the analysis of Wuling MINIEV's marketing, we can find that they put almost all their energy into influencing users' emotions.

It is not a vehicle for transportation, but a "coming of age gift" for oneself. In the minds of Chinese people, buying a house and a car are "major life events" that are almost equivalent to getting married and having children. Therefore, compared with daily high-priced products such as game consoles, cameras, computers, etc., customers will be more cautious and the influencing factor of price is also relatively obvious. Therefore, Wuling's first step is to break the psychological limitation of price on users.

They adopted the strategy of " raising the price anchor and changing the psychological account ".

The question of what price anchoring is has been explained in the tweet "New Year Goods Festival Release", so I will not elaborate on it here. If you want to know more, please click here.

Let’s get straight to the specific steps.

As a semi-rigid necessity for consumers, cars are normally classified in the mental account of "daily expenses".

For this account, just like daily necessities, it is a product that needs to be compared and screened repeatedly before a decision can be made, and every penny spent will be included in the plan.

There are very clear definitions and measurements for what money should be spent, what money should not be spent, and how much should be spent on each part.

When promoting its products, Wuling directly removed cars from the traditional consumption account of vehicles for commuting and turned them to the account of emotional maintenance and leisure and enjoyment.

By exploring and expanding on several topics such as "giving yourself a gift" and "rewarding yourself" , we can deepen this point and influence the consumer's psychological state.

Buying a Wuling MINIEV is not for transportation to avoid rush hours, but to give myself a reward for adulthood. It is a manifestation of an independent woman and a free personality.

The Wuling MINIEV means more than just a "car" to them, but a reward for themselves and a proof of their serious life.

This not only enhances the social value of the product, but also weakens users' price sensitivity.

Wuling MINIEV = Girly Heart Through the analysis just now, we know that the user’s inherent impression of a brand is one of the important factors in determining the choice.

The higher the average order value, the higher the premium and trust base generated by the brand power . Therefore, in the early stages of the campaign, we must plan with the goal of building brand awareness.

Here the brand needs to implant a "memory point" in the user, and repeatedly spread this memory point during the marketing process, so that it is "implanted" into the user's cognition.

When users equate this "memory point" with your brand, your implantation is successful.

The image of Wuling itself in the minds of users is an old, rustic and practical van. When it was innovating, Wuling repositioned itself, emphasizing daily life and femininity.

During the promotion process, they used a large number of high-quality notes to reinforce users' new understanding of the brand.

Through different forms of dimensional display such as car exhibitions and car modification tutorials, the cognitive point of "Wuling Motors = girly heart" is strongly instilled into the minds of users.

From then on, Wuling Hongguang became the first choice for girls .

And those Wuling MINIEV owners have a unified name for themselves - Wuling girls.

In fact, most of the brands we see use the method of strengthening memory points to create brand impressions .

Brands like Dyson are high-end home appliances with black technology; Beaufort are Nordic-style petty-bourgeois kitchenware; and so on. These inherent impressions are implanted into consumers' minds through repeated reinforcement in content marketing.

Set a small goal, such as creating a hit product first. Wuling did not adopt the model of simultaneous promotion of the entire product line, but chose one model to focus on, thereby revitalizing the entire brand.

That is what I often say, drill wells, rather than cast a wide net .

In terms of product selection, they referred to the demands of users on Xiaohongshu for cars, abandoned the classic red, white and black colors of the traditional automobile market, and instead created a macaron color scheme that fully meets the needs of target users, while at the same time further strengthening and assimilating the "girly heart" that the brand wants to convey.

By comparing the new and traditional macarons, we can intuitively feel the completely different visual experiences they give people.

In terms of the delivery rhythm, they also maintained continuous exposure and promotion every day to ensure the brand's voice is maintained on the platform .

This is also the top priority for brands that want to reap strong gains.

Using design to maximize the effectiveness of content marketing It is equally important to coordinate the design and delivery of content.

When designing new products, Wuling MINIEV took user preferences into consideration and designed a "sandwich model" based on the macaron color scheme. Carry out the brand image of "girly heart" to the end.

Wuling’s highlights in the actual launch, Wuling’s approach is also worth reference and learning.

Choose bloggers that match the brand tone and unify content output. We noticed that the direction of this note focused on the niche perspective of car modification. Through Wuling owners sharing their experience in modifying new cars on the Xiaohongshu platform, it triggered a large number of onlookers and followers .

As for the content and bloggers, they also conduct in-depth exploration and extension from the perspective of "girlish heart", and carry out personalized development based on the already very cute Wuling MINIEV.

Beautiful, fun and cool. Let users see that Wuling MINIEV has more possibilities in expressing itself.

Content output from a unified perspective can quickly explode in a niche demand area in a short period of time, thereby building up brand awareness.

This is also a practical application of brand segmentation and positioning.

Simultaneous coverage of KOLs at all levels has triggered a craze. Since cars are "non-essential products" that are not particularly universal, Wuling has chosen the approach of simultaneous coverage of all levels in the layout of KOL levels.

High-quality KOC + mid-level bloggers + top bloggers are the main groups of people for the campaign, and together with the high-density display of amateur car owners, a closed loop of voice is formed on the platform.

This method can also be used for products that belong to the category of "non-essentials" in life, such as cameras, game consoles, sweeping robots, air purifiers, etc., which are similar to cars.

Take advantage of hot spots and increase exposure. Some time ago, there was a very popular topic - picnic and camping.

Wuling also did not miss this little hot topic, and took advantage of the trending searches by extending and sharing the "picnic car", and attracted a lot of attention by leveraging the platform's native discussion heat.

However, it should be noted that the hot topic must be in line with the product to a certain extent and cannot be forced. Otherwise, not only will it fail to achieve the purpose of exposure, but it will also cause consumers to have a rebellious mentality, which will not be worth the loss.

Trigger discussion and promote the extension of voice. Among the notes about Wuling MINIEV, there is a more special category.

Most of the accounts that posted the posts were amateur accounts, and the content was basically discussion posts centered around questions like "Should I buy Wuling MINIEV?" and "Sharing usage experience." The note itself did not give too much rendering of the product, but it raised a question, which sparked a lot of discussion.

The comment section is a large area for planting grass .

In the decentralized recommendation mechanism of the Xiaohongshu platform, such highly discussed notes can easily get traffic push. They took advantage of this and carried out seeding activities from the side.

Compared with the bloggers' presentations, discussions triggered by this type of "tap water" are more influential and persuasive to cautious consumers .

At the same time, a large number of high-frequency discussions also help to expose other content on the platform.

This is a new type of grass-planting method that has become popular recently. Other brands can also be appropriately combined in the promotion.

The era of everyone recommending and being recommended has arrived. The traditional marketing method based on product performance itself is outdated. How to use social platforms to make the brand reach the hearts of users better is a difficult problem that we need to focus on when creating explosive products.

Author: Bobo Marketing Circle

Source: Bobo's Kitchen