A guide to using Xiaohongshu’s new platform “Chengfeng”

Xiaohongshu launched a new platform "Chengfeng", which integrates the key functions of e-commerce and content delivery, and provides advantages such as search and push linkage, synergy between commercial and natural traffic, intelligent efficiency improvement, full-dimensional population targeting and refined data analysis.

Xiaohongshu has launched a new platform after Dandelion, Juguang, Qianfan, Lingxi and Xinghuo.

What is the role of Riding the Wind? How to use it? The following is a detailed explanation.

1. 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.

2. 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.

3. 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.

1. 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 logic corresponding to the two targeting capabilities, "intelligent targeting" and "customization", is also different.

2. 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!