Focus on e-commerce promotion and delivery capabilities offline, Chengfeng fully open

As e-commerce platforms continue to evolve, Xiaohongshu has launched a new promotion platform, Chengfeng, which marks a major upgrade in e-commerce promotion capabilities. This article will explain in detail the launch background, advantages of the Chengfeng platform, and how to use this new tool to achieve more efficient e-commerce promotion.

I believe you have heard some news about the migration of Juguang e-commerce promotion capabilities to Chengfeng

There were many rumors, some said that Focus would be offline, and Riding the Wind would replace Focus, and some said that Riding the Wind was stronger than Focus, and we should use Riding the Wind more in the future.

This is not that complicated. To put it simply, all information flow marketing demands are focused on focusing. For example, note flow, keyword positioning, customer consultation leads, live broadcast room heating, and sales note heating are all focused operations.

Now, the one is split into two parts. Notes investment, keyword positioning, customer consultation leads, etc. should still be focused on, but the marketing demands of e-commerce are placed on the new platform.

1. What are the benefits for businesses if the investment flow is split into focusing and riding the wind?

Let me first say the conclusion, there are only advantages, no disadvantages

In addition to the split of the platform, the flow capacity and the crowd will also be completely split. I used to say that there are two types of traffic pools in the market, one is the natural traffic pool, and the other is the commercial traffic pool. The granularity of the crowd labels in the two pools is completely different. The crowd in the natural traffic pool will have a rougher label, or it can be said that they are just community content users and have no e-commerce behavior; the crowd in the commercial traffic pool has a clearer label, either a crowd with clear e-commerce behavior, or a crowd with deep search tags. Therefore, the traffic in the commercial traffic pool is actually more accurate.

After Juguang's e-commerce promotion capabilities are split to Chengfeng, the traffic pool will most likely also be split. The e-commerce behavior group will be split to Chengfeng, and the deep search group will still be in Juguang. There will definitely be overlaps between the two traffic pools, but the traffic will still be differentiated on the whole.

Therefore, Chengfeng's current bonus is actually greater than Juguang's, because Chengfeng has fewer merchants and is not as competitive as Juguang. In addition, the actual migration of e-commerce promotion capabilities was completed in mid-January. Many merchants doing e-commerce promotion have accumulated a large number of new and old plans in Juguang, so they cannot be directly migrated to Chengfeng for the time being. Therefore, they can take advantage of this short wave of Chengfeng's bonus period and put e-commerce promotion on Chengfeng. There are more meat and fewer wolves, and first come first served.

Next, I will tell you what Chengfeng is, what marketing scenarios it can achieve, and how to apply them respectively.

2. What is riding the wind?

I would like to call Chengfeng the 2.0 integrated version of Qianfan and Juguang.

As we all know, Qianfan is an e-commerce delivery platform, Juguang is a content delivery platform, and Chengfeng connects the two key marketing scenarios of seeding and e-commerce. It can also support more refined crowd targeting capabilities and automatic hosting capabilities, helping e-commerce merchants to achieve an in-site closed loop from seeding to conversion.

Simply put, Chengfeng is aimed at merchants who need to invest in both e-commerce and content.

3. What are the advantages of riding the wind?

1) Search and push linkage

Chengfeng has added search field traffic based on the original information flow and video flow.

2) Commercial traffic and natural traffic

That is, commercial traffic is delivered in coordination with natural traffic to help merchants achieve simultaneous growth in marketing and business.

3) Intelligent efficiency improvement

In every aspect of creativity and delivery, Chengfeng provides merchants with a variety of intelligent auxiliary tools and delivery capabilities

4) Full-dimensional crowd

Full-dimensional crowd targeting is no longer limited to a single targeting, which can promote the positive circulation of merchants' crowd assets

5) Refine data

Providing insight analysis of the entire process can assist merchants in making marketing decisions more scientifically

Login method

• Ordinary merchants support brand master account and agent sub-account login
• Agents can log in through the partner platform, select the corresponding agent sub-account in the sub-account list to jump to login
• If you are a former Juguang/Qianfan customer, you can log in directly on the Chengfeng platform and conduct marketing.

4. Guide to using the wind

Statistical period screening + overview of 5 data indicators (indicators can also be customized), select up to two trend chart indicators

Chengfeng's platform homepage supports viewing detailed data of all promotions, product promotions, and live broadcast promotions.

Promotion Management-Live Broadcast Promotion

Chengfeng's promotion management page not only shows merchants an overview of the campaign, and allows them to understand core information such as account consumption and campaign effects in real time, but also supports both planning and creative levels, allowing them to modify budgets, bids, campaign periods and status at any time.

Please note that Chengfeng's account balance (cash and rebate balance) is shared with Juguang and Qianfan platforms, and the account daily budget is also consistent with the account daily budget of Juguang and Qianfan promotion management. After the merchant makes a budget modification, the three platforms will take effect at the same time.

Compared with the original delivery platform, Chengfeng also supports live broadcast promotion. When merchants create a new promotion plan, the first step is to determine the basic information of the live broadcast plan (hosted delivery or customized) based on the marketing demand, and then the second step is to select the delivery content and supplement the live broadcast room or note information. After the marketing demand and delivery mode are determined, the third step is to set the promotion target, bid, promotion time and other information.

After completing the first three steps, merchants can set up targeting to reach target users. The targeting functions of the Chengfeng platform are mainly divided into two categories: "intelligent targeting" and "customization". Chengfeng's custom function can meet the merchant's refined crowd operation, supporting five targeting dimensions to be selected at the same time, and finally taking the union of them. In addition, Chengfeng also has an "intelligent expansion" function, which will help merchants explore target groups outside the selected targeted groups, increase the scale of the population that can be reached, and increase the planned running volume.

However, the logics of the two targeting capabilities, "intelligent targeting" and "customization", are also different. We have compiled a manual for you for the specific details. Add assistant Xiaoxi at the end of the article to receive promotion management-product promotion

Similar to live streaming promotion, the first step is to determine the marketing appeal and basic information of the plan. When it comes to the second step to select the content to be delivered, a "Add Note" drawer will appear. After the merchant clicks it, a product pop-up window will appear, from which the merchant can select the note and bind the product for delivery.

After setting the traffic type, mode and target bid in the third step, merchants need to pay attention to the following: the marketing objectives of product promotion include search, general advertising, information flow and video flow. On the Chengfeng platform, general advertising, information flow and video flow only support smart targeting and customization, while the search field supports keyword targeting.

Similar to Juguang, Chengfeng platform currently has different word selection tools such as keyword packages, search keywords (industry keywords, keyword keywords), upstream and downstream keyword expansion, etc.

After completing the promotion plan setting, merchants also need to pay attention to the two scenarios of product promotion, namely daily promotion scenario and note heating scenario. In the former promotion, the platform will select the product component by default, but in the note heating scenario, the product component is not selected by default. If you want to add merchants, you need to manually configure the data yourself.

In the Chengfeng platform, the data in the promotion account is the sum of the Juguang and Chengfeng platforms. That is to say, in Chengfeng, merchants can freely switch between different dimensions to view the data of the two platforms.

At the same time, in the promotion plan of the live broadcast room, Chengfeng also provides merchants with a lot of key data in multiple dimensions. It is divided into today's live broadcast and historical live broadcast in terms of major categories. In terms of details, 10 indicators can be customized to display. If you want to make a comparison, you can directly check the trend chart to see the comparison of two data.

In summary, I believe everyone can feel that Chengfeng is indeed more integrated and segmented than Juguang and Qianfan! One of the key points of Xiaohongshu's launch of Chengfeng is that it also provides more refined data for live streaming merchants. This move to promote Xiaohongshu's e-commerce will inevitably attract more and more small and medium-sized merchants to enter Xiaohongshu, so this time, it is imperative to ride the wind!