Let’s talk about 3 cases on how to attract new customers across categories through refined crowd operations on Xiaohongshu?

Why do you need to occupy the minds of users if you want your brand to be remembered by users in Xiaohongshu? This article will explain this from three aspects. At the same time, this article also provides some suggestions and methods for companies or individuals who want to promote their brands on Xiaohongshu.

If a brand wants to be remembered by users, it must seize the user's mind and take the lead in the category. Before that, we also need to achieve brand traffic acquisition, content endorsement, and image building. Next, we will start from the following three aspects to make the brand stand out from many brands and be seen and remembered by users!

1. How to formulate a promotion strategy for a new product from launch to success?

Before a new product is launched, we need to clearly understand: why do users choose your product instead of other brands?

Therefore, if a new product wants to stand out in a highly competitive environment and win a certain market share, it must occupy the minds of consumers through differentiated features (appearance selling point + function selling point + value and emotion selling point)!

Step 1: Uncover the user's deep pain points

Layer the user's pain points, combine them with the characteristics of your own products, and find highly matching "pain points" or selling points, which can also help sell products at a better price!

Step 2: Grasp the core group for conversion

In view of the pain points of the above users, different scenarios are created to make and publish notes to obtain corresponding traffic. At the same time, the brand needs to capture the core users who are willing to try this new product, so that the brand can gain a foothold in this "small circle", let them recognize your brand and products, and spontaneously spread word of mouth for the brand/product.

Step 3: Talent and delivery level

Select influencers for the core group and the expanded group respectively, match them with appropriate top and mid-level influencers for endorsement, continue to publish popular articles, and enhance the brand's visibility on Xiaohongshu.

Here we provide a case library of hot products promoted by Xiaohongshu's new products, including categories such as skin care, home appliances, pets, etc., involving detailed data information such as note content, delivery data, store information, amateur accounts, etc.

2. How can brands continue to penetrate the category and capture potential customers?

As the brand is gradually promoted, more and more notes will be accumulated, and the probability of the brand appearing in the user's field of vision will also increase.

If a user is attracted by a brand's products during random browsing, he or she will continue to search on Xiaohongshu, check the notes under different keywords, and judge whether the product is easy to use and whether it can solve the problems he or she is currently facing.

Therefore, brands need to control the process of users searching to prevent negative impacts of public opinion. In other words, brands need to ensure that the notes viewed by users are positive in nature, so as to convert this group of potential people.

At the same time, brands also need to provide content endorsement (celebrity endorsements, expert endorsements, user reviews, etc.) to increase user trust in the product, expand the brand's influence and penetration within the category, and further promote the product.

How do brands evaluate the effectiveness of their campaigns at certain stages?

Brands judge user acceptance by observing changes in search terms. For example, after launching brand keywords, if the search volume shows a continuous upward trend, especially when product-related search terms rank high, it indicates that the brand has begun to exist in the minds of users.

In addition, the Focus platform helps verify and determine whether search terms are increasing every month, further proving that the brand's influence in the minds of users is gradually increasing.

When brands are conducting search sedimentation, how should they plan content to improve conversion rates?

When a brand is conducting search sedimentation, it should ensure that when users search for brand keywords, the content that appears on the search results page is positive and conducive to brand conversion.

For example, the pet market can be compared to the maternal and infant market, where users will prioritize safety and reputation. Even if a brand chooses Douyin as its core promotion channel, Xiaohongshu will choose to focus on user-tested content, and use real user test feedback to demonstrate the reliability and quality of the product, thereby eliminating the temptation for users to search and judge on Xiaohongshu because they are attracted by Douyin. Evaluation content can reduce users' doubts about the brand and promote conversion.

During the user search stage, how can brands solve the problem of conversion link interruption caused by a large number of negative reviews?

When users are learning more about the product, if they find that most of the search results are negative, this will seriously affect the brand's conversion rate. The key to solving this problem is to ensure that the content displayed on the search results page is positive, such as positive reviews from experts, recommendations from professionals, and feedback from real users.

How can a brand rebuild user trust after suffering negative public opinion?

When updating a brand, it is necessary to reawaken users' awareness of the brand. For example, a pet brand was fined for using bone meal instead of dehydrated meat ingredients, which damaged its brand image.

In order to regain user trust, they re-established user awareness of their brand through new images, charity events, check-in challenges, and product form differences on Xiaohongshu's corporate account.

3. Refine crowd operations to attract new customers across categories!

Although the brand has already taken control of product launch, content endorsement and public opinion, it can also reposition existing products, refresh users' minds, attract a wider consumer group and achieve diversified market expansion.

How to use innovative methodology to drive spontaneous discussions and purchases in the industry?

It is necessary to continuously explore and innovate product usage scenarios and methodologies, and guide bloggers and experts in the industry to spontaneously discuss and share these innovative usage methods, thereby stimulating more people's interest in purchasing the products and achieving a new round of growth for brands and products.

Case Description

Case 1: Zinc gluconate oral solution - achieved new growth and population expansion

As a leading brand in the market, zinc gluconate oral solution has performed outstandingly in the children's nutritional supplement market. It has also explored other uses of the product on Xiaohongshu, such as acne removal, whitening, and regulating inflammation.

It has successfully broken away from its original positioning as a children's nutritional health product and attracted a wider range of people, such as mothers, health care people and even the entire population, including people who are losing weight, thereby achieving new growth and population expansion.

Case 2: Vaseline brand – expanding brand influence and market share

The Vaseline brand has successfully transformed from its original skin care products, such as heel care, to emergency masks, such as face emergency skin care. This innovative approach not only revitalized the product, but also led many skin care experts to follow suit. Through this novel usage method, it attracted more new users on Xiaohongshu, further expanding the brand's influence and market share.

Case 3: MAXAM - Achieving brand rejuvenation and target audience expansion

After successfully starting the craze for domestic products in September 2024, MAXAM launched the Micui whitening series of skin care products and launched night essential oil hand cream for existing hand cream users, awakening the accumulated users in this category.

By accurately positioning young user groups and reaching the needs of new groups, MAXAM has successfully achieved changes in the age structure of the brand's population and an increase in average order value, thus achieving the goals of brand rejuvenation and population expansion.

Above, we have shared with you three aspects: the popularity of new products, the penetration of categories, and attracting new customers across categories, to help brands achieve deep customer base and high conversion rates.

Author: Nan Kaikou

WeChat public account: Nankaikou (ID: nnvoice)