In the traffic depression of Xiaohongshu, making plans in advance and systematically creating IP events can achieve twice the result with half the effort. This article analyzes several activity cases on Xiaohongshu, and analyzes their content and characteristics for your reference.
Comrades, those who have been engaged in brand operation, content operation or user operation in recent years may feel the same way. What we hear most now is that operation requires IP thinking and the concept of IP matrix. In particular, one of our leaders learned a new word from somewhere and used it immediately during the meeting... "We need to create IP and promote IP." (Well, we don’t comment on the leader’s words) Let’s get back to the point. Let me first talk about the 25-year brand IP landscape of Xiaohongshu. You can refer to it when you write PPT or do events later. 1. Snowman Festival (Grade A+) The Xiaohongshu Snowman Festival is a seasonal theme event launched by the Xiaohongshu platform, usually held during winter or Christmas. It aims to enhance user participation through a series of winter and holiday-related content, creativity and interactions, and provide brands with an opportunity to showcase and promote themselves. The main content and features of Xiaohongshu Snowman Festival IP: - Winter themed content creation : During the Snowman Festival, the platform will encourage users to post content related to winter, festivals, Christmas, etc., such as outfit sharing, winter travel, food, home decoration, etc. Users usually share their winter lifestyle, holiday outfits, winter skin care, etc. The content presents a warm, romantic, and fashionable holiday atmosphere.
- Interaction and topic challenges : During the Snowman Festival, Xiaohongshu will launch specific topic challenges or activity tags (such as #雪人节穿搭#, #冬皮肤#, etc.) to encourage users to participate in the interaction of these topics. By posting relevant content and using designated tags, users can increase exposure and share their winter life with other users.
- Brand cooperation and marketing : Snowman Festival provides an important marketing opportunity for brands . Brands can launch holiday-limited products, promotional activities, winter new products, etc. through cooperation with Xiaohongshu platform, and gain higher exposure through platform traffic promotion. Fashion, beauty, home furnishing and other brands can conduct holiday marketing at this time to attract young user groups.
- Creative activities and online and offline integration : In addition to online content and interaction, Xiaohongshu Snowman Festival sometimes organizes some offline activities or brand linkage to enhance the festive atmosphere. For example, brands hold winter experience stores, product launches, or launch online lucky draws and discounts through the platform.
- IP community atmosphere : Snowman Festival is also a platform for users to show their personal creativity and attitude towards life. Through these activities, Xiaohongshu encourages users to share their winter stories, holiday greetings, shopping experiences, etc., creating a warm, sharing and creative community atmosphere.
2. Fashion Festival-RED GALA-A+ Xiaohongshu REDGALA Fashion Festival (usually held in February-March) is a large-scale annual IP event that combines fashion and entertainment hosted by the platform, with the purpose of showcasing the results of fashion, trends, culture and brand cooperation. This IP event usually invites celebrities, fashion bloggers, designers, brand representatives and other well-known industry figures to participate, which will attract a large number of fans and users. The main purpose and content of REDGALA Fashion Festival: - Fashion Show: The festival will showcase the latest fashion trends, fashion items and designer works. Many fashion brands and designers use this platform to showcase their creativity and new products.
- Celebrities and bloggers appear: Celebrities, fashion bloggers and other public figures usually attend the event. Their outfits and personal styles become the highlights of the event and attract the attention of the audience. Content creators on the Xiaohongshu platform also share their fashion insights by publishing content related to the event.
- Brand cooperation and promotion: During the REDGALA event, different brands will take this opportunity to launch limited edition products or conduct marketing promotions. By cooperating with the Xiaohongshu platform, brands can reach a large number of active young users and expand their brand influence.
- Cultural integration and creative collision: This event is not only about fashion display, it also involves a wider range of cultural exchanges and creative collisions. Through the presentation of fashion, the event shows the diverse pursuit of fashion, art and individual expression by contemporary young people.
3. Slow People’s Day (S+ level) Xiaohongshu Slow Life Festival is an event that focuses on the concept of "slow life" and aims to promote a lifestyle of slowing down and enjoying life. This event encourages users to let go of the pressure of fast-paced life, focus on physical and mental health, spiritual enjoyment and quality of life, and experience the beauty of slow life. The main content and features of Xiaohongshu Slow People Festival: 1) Advocate the concept of slow life : Slow People's Day advocates the concept of "slow life", that is, slow down and enjoy every moment of life. This concept emphasizes not being impatient, focusing on the present, and pursuing a higher quality of life experience, rather than pursuing efficiency and speed. 2) Creation of content related to slow life : During the Slow Life Festival, Xiaohongshu encourages users to share content related to slow life. Such content may include: - Home life : such as home decoration, candlelight dinner, comfortable bedding, slow-brewed coffee, etc., make home life more ceremonial and enjoyable.
- Health and Wellness : Share ways to relax the mind and body, such as meditation, yoga, and walking, with an emphasis on physical and mental health.
- Travel and Experience : Advocate slow travel and share a way of traveling without rushing or hurrying, and enjoying the culture and scenery of the destination.
- Reading and Creation : Share book lists, diaries, artistic creations, etc., and encourage users to improve the quality of life through culture and creativity.
3) Brand cooperation and product promotion : During the Slow Life Festival, many brands related to lifestyle, home furnishing, and health can participate in the event and launch products or services that match the concept of slow life. For example, they can promote comfortable household items, health foods, exquisite daily gadgets, etc. These brands convey the brand image of "slow life" to users through activities. 4) Social interaction and topic challenges : Xiaohongshu will launch relevant topic tags (such as #慢生活#, #慢人节#, etc.) to encourage users to participate in the interaction on the platform and share their slow life stories, experiences and insights. Through topic challenges, users can share their lifestyles with others and increase the interactivity and cohesion of the community. 5) Improve the quality of life : Another important purpose of the Slow People's Day is to improve the quality of life of users. By advocating slowing down and focusing on physical and mental health, the event helps users recognize the beauty of daily life, find their own rhythm, and avoid excessive stress and anxiety. 4. Foreigners' Day Xiaohongshu Outsider Day is an annual festival for "outsiders", that is, outdoor enthusiasts. Why go outdoors? Because we are trapped inside, trapped in a certain state. Every moment in life when we feel trapped is often the moment when we are most likely to rush to the outdoors. As the saying goes: the entrance to nature is the exit of life #Go wild, go breathe# Outsider Festival is also a major event IP project of Xiaohongshu platform S+, and its status is second only to Slow People's Festival; the core scene in 2022 is "Book an Island", the scene in 2023 is "Walking towards the Mountain", the scene in 2024 is "Walking in the Desert", and the scene in 2025 is "Lost Volcano" or "Wonderful Canyon". Brands and products that fit the outdoor tone can be associated with this IP. 5. Xiaomei said Xiaomei Says IP is a brand activity or project launched by Xiaohongshu for content creation and community interaction. This IP aims to provide users with an easy, intuitive and interesting way to share and communicate about lifestyle, personal growth, fashion, beauty, travel and other aspects through personified images and related content themes. In short, "Xiaomei Says" is a carrier for content creation, which drives and guides users to discover every kind of "beauty" in life through the perspective of a specific "IP character" Xiaomei. The core features and functions of Xiaomei's IP: - IP character image : Xiaomei's IP is usually presented through the image of Xiaomei, a "virtual character" or "spokesperson". This character represents the image of a young, fashionable, independent and energetic modern woman. Through this character, Xiaohongshu conveys some hot topics and trends to users in a personalized form. Xiaomei's image usually reflects the yearning for a better life, a keen sense of fashion trends, and the sharing of practical skills.
- Content sharing and creation : Xiaomeishuo IP is not only a brand activity, it also encourages users on the platform to create content and share their life experiences or interests. For example, users can post content related to Xiaomeishuo on the platform, such as beauty tutorials, travel logs, fashion tips, healthy lifestyle, etc., imitate Xiaomeishuo's style, or show personal creativity from Xiaomeishuo's perspective.
- Topic guidance and interaction : Xiaomei said IP usually combines the hot topics and challenge activities of the Xiaohongshu platform to guide users to create relevant content and form extensive interaction and participation. For example, some challenges around themes such as "fashion and wear", "skin care and beauty", and "life black technology" may be set. After participating, users can use specific topic tags #Xiaomei said# to publish content, which not only increases exposure, but also allows them to participate in the hot discussions on the platform.
6. Road Life Festival The Street Life Festival is a brand event or community interaction project organized by Xiaohongshu, which aims to encourage users to go out and explore street and city lifestyles, and share their city life, street culture, fashion trends, personalized experiences, etc. through the platform. The event usually focuses on the daily life of young people, advocating them to explore street culture, fashion trends, food exploration, art discovery and other elements, and share their unique lifestyles with more community members. The main features and objectives of the Road Life Festival: - Promotion of street culture and city life : The themes of the Street Life Festival are usually related to "city streets" and "lifestyle", encouraging users to go out and explore the unique scenery, street culture and daily life of their city. Whether it is street art, creative markets, or cafes, restaurants, and fashion shops , users can share their discoveries and experiences in the city.
- User-generated content (UGC) : The core of this activity is to encourage Xiaohongshu users to create content related to "road life" and share it through the platform. Users can post street photography, urban exploration logs, fashion wear, street food and other content, and publish content through specific hashtags (such as #马路生活节#). This activity method inspires users' creative enthusiasm and enables them to participate in a social interaction about urban life, fashion trends, art and creativity.
- Online and offline interaction : The Street Life Festival is not just an online event, it is usually combined with offline activities, such as street flash mobs, art exhibitions, brand cooperation, etc. Users can participate in offline cultural experience activities during the event, and can also share their feelings and gains from these activities on the Xiaohongshu platform, thereby enhancing the online and offline interaction.
- Fashion trends and brand cooperation : The Street Life Festival may also cooperate with some fashion brands, catering brands or local businesses. Brands attract the attention of young consumers by incorporating their own products and services into the event. Participants may experience a brand's products through specific activities or challenges, and share their experiences through Xiaohongshu, further enhancing brand exposure and market awareness.
- Promoting the formation of a community atmosphere : Through this activity, Xiaohongshu not only stimulated users' desire to create, but also enhanced the interactivity and sense of belonging of the community. Users shared their own city exploration experiences, commented, liked, and interacted with others, forming an online community atmosphere about "street life" and "urban culture".
- Content Diversity : The content of the Street Life Festival covers a wide range of areas, including but not limited to: street fashion, outdoor activities, urban food, travel and store exploration, street art, fashion trends, etc. Users can choose to participate in different event themes according to their interests and show their personalized lifestyle.
7. Strolling Life Strolling Life is an activity or series of content launched by Xiaohongshu that focuses on sharing daily life, community interaction and city exploration. This activity usually revolves around the concept of "strolling", encouraging users to go out of their homes, explore and experience daily life, enjoy the beauty of the city, and share their discoveries and feelings. Main features and purposes: - Lifestyle sharing : "Strolling Life" advocates a relaxed and casual lifestyle. By participating in this activity, users can share the little happiness they find in their daily lives, such as going shopping, eating delicious food, visiting newly opened stores, or strolling in a corner of the city to enjoy the little beauty in life. This activity focuses on users' perception and recording of details, and sharing their life inspirations and daily experiences.
- City Exploration and Experience : The campaign encourages users to explore and discover in their own cities or surrounding areas. For example, users can share new neighborhoods, hidden cafes, unique restaurants or other interesting places they find while "walking" through Xiaohongshu. This not only allows people to better understand the city around them, but also increases their interest in exploring city life.
- Enhance community interaction : As a sharing-centered activity, "Lulu Life" helps stimulate user interaction and communication on the platform. Users can post their own content through tags (such as #Lulu Life#), and other users can like, comment, and share, forming a community resonance. This interaction not only enhances the social atmosphere of the platform, but also promotes the exchange of experience between users.
- Diversification of lifestyles : "Lulu Life" emphasizes the diversity and personalization of life, and encourages users to choose content to explore based on their interests. For example, some users may prefer to explore the food in the city, while others may pay more attention to fashion trends or unique cultural activities. Whether it is shopping, traveling, sports, or participating in various art activities, users can share their lifestyles through "Lulu Life".
8. Small Classroom The Xiaoketang IP is a content series or activity launched by Xiaohongshu, which aims to provide users with knowledge and skills training in various aspects of life skills, hobbies, career development, etc. through short and practical courses. The core concept of this IP is to help users improve themselves and acquire valuable knowledge in a relaxed, interesting and interactive way to meet users' diverse learning needs. Main functions and features: - Diverse content formats : The small classroom IP provides a variety of course content, including but not limited to graphic tutorials, short video courses, live broadcast explanations, etc. The content covers lifestyle, professional skills, health and wellness, financial management, emotional relationships, beauty and skin care, fashion matching and other fields. These course contents are usually easy and easy to understand, and aim to impart knowledge through practical operations or experience.
- Help users improve themselves : The goal of the mini-classroom is to help users acquire practical skills and knowledge in their daily lives in an interesting way. For example, how to prepare a delicious dinner, how to improve workplace competitiveness, how to manage oneself, how to build a personal image, etc. These contents can help users improve their self-worth and enrich their quality of life.
- Strong interactivity : Many small classroom courses are not just one-way knowledge transfer, the platform will increase user participation through interactive forms. For example, in some live courses, the instructor can interact with users in real time, answer their questions, and even adjust the course content according to user needs, enhancing the flexibility and pertinence of the learning experience.
- Customization based on user needs and interests : The content of the small classroom will be customized according to the interests and needs of Xiaohongshu users, with a special focus on the preferences of young people. For example, some courses related to fashion trends, life skills, and beauty tutorials are very popular, while some workplace skills improvement and financial planning have also become popular courses. The platform will optimize the content and format of the courses based on user feedback and data analysis.
- Cooperation with brands and KOLs : Xiaoketang’s courses usually cooperate with brands or KOLs. Brand merchants can take this opportunity to promote their products or services, and KOLs can use their influence and personal characteristics to help make the course content more vivid and attractive. This kind of cooperation can not only meet the learning needs of users, but also bring exposure and potential customers to the brand.
- Easy learning, knowledge sharing : Small classroom emphasizes "easy learning" and "knowledge sharing". Compared with traditional education platforms, most of the courses here are short and easy to understand. Users can learn practical skills and knowledge in fragmented time, which meets the needs of young people to quickly obtain information.
Typical content categories: - Life skills : such as cooking, home storage, travel skills, etc.
- Career development : such as workplace etiquette, interview skills, time management, etc.
- Beauty and skin care : such as makeup techniques, skin care tips, hair design, etc.
- Fashion and dressing : such as how to match clothes, dressing skills, analysis of fashion trends, etc.
- Health and sports : such as fitness methods, diet combinations, weight loss techniques, etc.
- Emotional and psychological : such as interpersonal relationships, emotional communication, self-growth, etc.
The above are the normal IPs of major events on the Xiaohongshu platform. These IPs are also super IPs with a strategic position on the Hongshu platform. We also hope that fellow Taoists have a general understanding of such IPs so that we can use them when doing activities or working. |
