When we want to buy a certain category of products but don’t know how to choose, when we don’t know the purpose, ingredients and usage of a product, when we have difficulty choosing between two or more products, we will search for reviews on the Internet, Take a look at the buyer's show. If the reviews are not good, you will hesitate or even give up the purchase, and vice versa.
Obviously, planting grass is a key step in influencing user buying behavior. The Xiaohongshu platform has the characteristics of professional labels, realistic content, interesting presentation, as well as rich and good things evaluation and sharing content based on fans' interests and hobbies.
It is this characteristic that more and more new consumer brands are favoring the Xiaohongshu platform. Although the monthly activity is not as good as that of Douyin Kuaishou, it can accurately reach female consumers and accumulate a large number of high-quality bloggers.
At present, the Xiaohongshu platform has more than 100 million monthly active users, generates 450,000+ notes every day, and the daily exposure of notes reaches 8 billion times. Therefore, the Xiaohongshu platform has become a battleground for the growth of consumer goods.
On July 28th in Shanghai, Weiboyi joined hands with Xiaohongshu Dandelion for 3 hours, and 4 industry leaders talked wonderfully about Xiaohongshu's detonation tips. So on how to use the commercial potential of Xiaohongshu to grow grass to empower new consumer brand value, this article will give you a detailed answer.
1. Looking at the marketing of Xiaohongshu's grass-growing from the data of commercial orders
1. From the monthly launch situation, Xiaohongshu has marketing potential, and node marketing is the opportunity
From the second half of 2020, the overall delivery situation is in a high growth posture.
From traditional festivals to consumption carnivals, more and more people increase their consumption during festivals, and there is still ample room for improvement in the market potential of festival marketing. It is not difficult to see from the data that in March and mid-year sales after the Spring Festival May-June and September-October before the big promotion at the end of the year have a substantial increase. These are important nodes for people to shop, and they are also the key time nodes for brands to exert their strength, and it is the time for new consumer brands to capture users.
2. There is still room for expansion in food and beverage, apparel, and electronic products for the TOP industry categories of cosmetics, daily chemicals and maternal and child care.
For female consumers, the sense telemarketing list of ritual is what they have always longed for and pursued. As a high-frequency consumer product in daily life, beauty cosmetics and daily chemicals have a deep "mass foundation" and are the main category that fans pay attention to on the platform. Multiple content forms have gradually become one of the characteristics of its content.
Second, maternal and childcare is also an industry that women focus on. Although the birth rate has fallen and the number of newborns has continued to decline, the scale of the technology is still huge. With the improvement of residents' living standards, the cost of childcare will increase. At the same time, with the support of national policies, middle-aged children will be the main growth point of the mother and child group in the future. In addition, there are many female users on the Xiaohongshu platform, so mother and child childcare is still an important investment. one of the categories.
2. Take a closer look at the category launch, and talk about how the industry grows grass and marketing in Xiaohongshu