Xiaohongshu's autumn promotion incentives are online, come and share the traffic

Xiaohongshu's autumn promotion incentives are now available. This promotion is open to merchants of all categories and provides traffic support of hundreds of millions. This article will share two ways to gain traffic through notes and store broadcasts, helping merchants to gain more traffic support during the promotion and achieve new business growth. Recommended for Internet friends to read.

Xiaohongshu’s promotion is here again! This promotion gave us a different feeling. The slogan this time was “New lifestyle opportunities, triggering new business growth”. The slogan was really bold, giving people the feeling that they were determined to make this “Autumn Renewal” promotion a success. For this purpose, they also provided hundreds of millions of traffic support. However, even with this favorable market, we found that many merchants did not realize the new opportunities brought by this promotion!

You should know that this promotion is Xiaohongshu's S-level promotion for merchants of all categories. It can be said to be a new traffic incentive rule. So how can merchants who have not had time to prepare for participation gain traffic support in this "Autumn Renewal" event? Today I will share with you two ways to use notes and store broadcasts to attract traffic in this promotion.

1. New marketing model - "exclusive live broadcast price + direct product reduction"

The exclusive live broadcast price is a new activity mechanism launched in this promotion, and the activity is only effective in the live broadcast room channel. Merchants can create live broadcast marketing plans around the exclusive live broadcast price and publish warm-up notes to promote the explosive growth of live broadcast transactions. That is, the exclusive live broadcast price ensures that users buy good products with high quality-price ratio through registration and price verification. At the same time, it can also improve conversion through product labeling and traffic support, and create a mindset of exclusive live broadcast room prices. Products that successfully register for the exclusive live broadcast price during the promotion will be effective in the live broadcast room at the activity price, and display the exclusive atmosphere logo and autumn renewal atmosphere.

In simple terms, after you sign up for this promotion, your promotional products will be displayed with special privileges of "exclusive price" on the product card, shopping bag, and product details page in the live broadcast room. And it should be noted that as long as there are ≥5 exclusive price promotional products in your live broadcast room, the shopping bag will automatically generate a tab about [Exclusive for Live Broadcast], and the resource position will strengthen the product discount guidance.

In addition to such product rights, for merchants, as long as the number of products registered for the exclusive live broadcast price in the store live broadcast room is ≥ 30% and the corresponding GMV task is completed, the platform also has additional traffic incentives. At the same time, if the store itself has promotions, such as "instant discounts for full amounts, discounts for full items, special prices for full items, store coupons", etc., they can also be superimposed on platform activities, which can be said to be a traffic stack. In addition, this big promotion platform has separate subsidies for merchants.

2. Create 5 lifestyles every week on the site to drive consumption trends in different scenarios

This time, the promotion platform will combine the needs of users in search and purchase, and work with merchants and buyers to create 5 major lifestyles every week. Through event exposure and live broadcast room incentives and support, more high-quality lifestyle live broadcast rooms will be seen by consumers, improving user shopping experience and conversion. We have always told everyone that note-taking must be scenario-based. Only by implanting in specific consumption scenarios can you get twice the result with half the effort, and use the communication points in the scenario to plant grass for users. Therefore, the consumption scenario created by the official this time is the best implant for many merchants.

You can get traffic in two ways:

1. "Theme Store Broadcast Day" is aimed at merchants with a single-session GMV target of 300,000+ and corresponding marketing plans. Merchants can choose one of the five major lifestyles for targeted preparation and can obtain special traffic support from the platform.
2. "Note incentives", post notes with the topic #小红书生活换新计划+any renewal theme sub-topic, and you can share the "billion-level activity traffic".

Xiaohongshu also provided us with many new scenarios this time. It should be noted that the hot topics promoted by the official at different stages are also different. Because this promotion is aimed at all merchants, the categories that can be brought by the scenario topics are also very wide. If you only push notes under the topic of autumn, the traffic will be very broad. Therefore, the official has subdivided many demand scenarios for people who are interested in different categories.

From August 17 to September 8, this promotion will start from the four dimensions of food, clothing, housing and transportation, focusing on new autumn clothes and new homes, and segmenting 20 topic scenes for all categories, such as "My heart-beating home, super sleep-friendly bedroom" in the home category, "Must-haves for sensitive skin in autumn" in the beauty and skin care category, and "Autumn travel guide, commuting fashion" in the clothing category, etc.

The key to marketing is to arouse everyone's sense of demand. The hot topics segmented under the official autumn promotion not only have the boost of official traffic, but also the search mentality of users with strong consumption needs. It is very good for both merchants and brands seeking to plant grass and seek commercial sales conversion rates.

Here we have summarized the phase timeline of the distribution of different topics. Brand merchants can combine these hot topics according to their own categories to produce content as quickly as possible.

When brand merchants are making notes, they can help the platform to accurately monitor and distribute notes by directly adding the topic name "Autumn Renewal" in the note title, or by embedding keywords in the content. Regarding Xiaohongshu's recommendation algorithm, we know that the system performs algorithm matching based on search terms, and notes will be tagged with a series of labels after they are published.

However, I still want to emphasize here that if you want to produce notes with high interaction rates and good seeding effects, you must make good content. Stiff advertising content with key topics will waste the traffic promoted by the official. The platform system will examine the fan interaction behavior brought by the notes, and only notes with high interactivity will be pushed to more users by the platform.