You must know about these 3 distribution channels of Xiaohongshu!

This article introduces in detail the three different distribution channels on the Xiaohongshu platform - French Fries, Spotlight and Little Red Star, and makes applicability recommendations and analysis for different types of merchants.

Xiaohongshu is a platform with many distribution channels, with seven or eight backends alone, each with different tools, and different tools can correspond to different marketing demands. In fact, you don’t have to understand other tools and channels clearly. The three distribution channels discussed below can meet the marketing demands of 90% of merchants.

1. French fries

Supports personal and corporate account placement, with no requirements for the number of followers or notes published. It is mainly used to increase the popularity of exposed notes, suitable for heating up native content notes and product notes. It is an order-based smart bid with uncontrollable costs. You can choose reading/like/add followers/homepage browsing as the placement target.

It is more soft advertising, without any advertising logo. The heated native content notes are displayed on the discovery page, and the presentation is the same as ordinary notes. It has the effect of heating the note content, improving the note reading, likes and collection data, and helping the note heating and account growth. It is "directly and roughly buying traffic", which is equivalent to the intelligent investment of the focus, without any orientation, and only considers how to increase the exposure and interactive effect of the note.

What kind of business is suitable for selling French fries?

For example: "Fanqi Jewelry" mainly uses personal accounts to attract traffic to jewelry products. The average unit price of a necklace is 14 to 30 yuan. Multiple notes are published every day, and French fries are used for exposure.

Because the average order value is low, the target audience can be less precise, and the conversion can be helped by the exposure of the French fries to the general population. The account note content also promotes the necklace from the perspective of personal sharing, which is suitable for the French fries placement.

2. Focus

Merchants need to open an enterprise account before they can open the spotlight. They can only run the report notes on the Dandelion platform. They are charged according to clicks, and can set target optimization according to conversions. The cost is controllable and the conversion efficiency is high. However, there is an advertising logo on the delivery. The delivered notes are displayed on the discovery page and search page, and there are "Sponsored" and "Advertisement" in the lower right corner.

However, compared with the general population of French fries, the target group of Juguang is more precise. On the one hand, Juguang exposes the commercial traffic pool, that is, users with tags, search or e-commerce behavior tags; on the other hand, Juguang can actively set the orientation, and efficiently reach the precise target users by setting the orientation attributes such as region, gender, reading preference, search preference, etc. Because the traffic is precise, the conversion effect is better than French fries.

At the same time, focusing can realize marketing demands such as note heating, keyword note bidding, product card heating, live broadcast room heating, customer information collection, and private message opening.

What kind of businesses are suitable for spotlighting?

In simple terms, businesses suitable for spotlight placement can be roughly divided into three types:

1. Merchants who have a clear target group and want to conduct precise delivery
2. Merchants who have already contributed high-quality note materials and want to further create popular articles
3. Merchants with more diversified marketing demands

For example, the food brand "Tian Ye Shuo" already has offline convenience stores and large supermarkets. Its main products are green fruit and vegetable juices with relatively high average order values. The brand itself has a clear customer profile, and through focusing on the brand, it can directly reach the target consumer group and improve the effectiveness of seeding and conversion.

3. Little Red Star

The cross-platform data monitoring link jointly developed by Xiaohongshu Dandelion and Taobao Alliance is the only one that can monitor the data link from Xiaohongshu notes to Taobao details pages.

The threshold is relatively high, requiring a registration note threshold of at least 50,000 yuan, and the operation is relatively complicated, but the Xiaohongshu "Content Five Forces Model" can be used in combination with Taobao data to conduct an overall evaluation of Xiaohongshu's grass-planting content from multiple dimensions, including the reach, communication, traffic-driving, and sales power of the grass-planting content.

What kind of businesses are suitable for spotlighting?

It is suitable for merchants whose systems are relatively mature and have reached the "harvest conversion" stage. Please note that Xiaohongshu is only a data feedback link and cannot solve the ROI problem of merchants. Xiaohongxing brings us more to understand the delivery efficiency, assist in delivery decision-making, and improve the efficiency of grass planting. Its essential role is to optimize existing materials and improve grass planting efficiency.

Therefore, it is not suitable for merchants in the 0-1 stage, especially those with few related notes on the site, weak voice on the site, immature teams, and those who have not established a material library for topic selection.

4. Final Thoughts

Based on the positioning of these three delivery channels:

Operation threshold: Little Red Star > Spotlight > French Fries

Flow accuracy: Spotlight > Little Red Star > French Fries

We can summarize the three channels suitable for delivery:

• French fries are more suitable for categories with lower average order value, less demanding traffic accuracy, and merchants with higher traffic scale.
• Merchants who have a clear target audience and want to make precise delivery; merchants who have already delivered high-quality note materials and want to further create popular articles; merchants with more diversified marketing demands are more suitable for spotlight.
• Xiaohongshu already has a certain volume base, and its advertising has entered the stage of harvesting conversions. Merchants who need to monitor the actual results from Xiaohongshu to Taobao are more suitable for Xiaohongxing.