The end of Xiaohongshu’s brand management is crowd management

The core value of the Xiaohongshu platform lies in the crowd. This article will introduce the significance of focusing on crowd management. Interested readers can read on.

When a brand chooses to enter a platform, it may be for traffic or to expand new channels at the beginning, but in the end, only a core underlying logic will remain for each platform.

If you ask me, what is the end of the brand's business on Xiaohongshu, I will answer that it is the management of the crowd.

In fact, this information has always been hidden in the methodology advocated by Xiaohongshu.

Last year, Xiaohongshu co-published a manual with Philip Kotler, the father of modern marketing, called "The Third Paradigm of Marketing".

What does this book talk about? Let's start from the three levels of Tao, Fa, and Shu:

"Tao" means to understand the changes in the media environment and consumer behavior patterns, and to master the basic relationship and operating rules between "users-products-demands" in the H2H era. In "H2H Marketing", Professor Kotler summarizes people-oriented marketing into three pillars, namely people-oriented design thinking, service-led value co-creation, and digital enhancement of diversity and connectivity. How to empower these three in the company's grass-roots marketing will become the essence of "Tao".

"Method" means starting from the scientific consumer decision-making chain and understanding the core value and key nodes of grass-seeding marketing. In this report, combined with Professor Kotler's description of the 5A user path upgrade, we summarize three major entry points, namely, stimulating the initiative before consumer decision-making; releasing the initiative to recommend to others after consumption; establishing a promotion mechanism between "inquiry-advocacy", truly giving play to the value of people influencing people , and using word of mouth to promote the "snowball effect" of grass-seeding.

"Skills" means combining excellent cases of marketing on Xiaohongshu to summarize replicable practices. In this report, we summarize it into four steps: scientific insight, goal setting, content delivery, and effect measurement to help companies achieve a low-threshold, high-efficiency, and high-certainty "crowd anti-funnel" growth model on the Xiaohongshu platform. In addition, the implementation of "skills" also depends on the supporting upgrades in marketing thinking, processes, and management. You can also find the answers in this report.

If you want to read the manual here, I left a clue at the end of the article. Interested friends can learn more about it.

Did you find it?

The core of this book has always been centered around "people", showing a complete Xiaohongshu marketing paradigm around crowd penetration, crowd management, crowd preferences, etc.

The same is true for the Xiaohongshu Lingxi platform. You will find that all the data dimensions of Lingxi are set around the accumulation of crowd assets.

Before planting, you can use Lingxi to conduct industry insights, demand insights, and audience analysis; after planting, you can use Lingxi to conduct circulation analysis and brand reputation analysis. These dimensions are all centered on people.

So, why should we pay extra attention to crowd management on Xiaohongshu?

In fact, it is very simple. The core value of the Xiaohongshu platform lies in the crowd. What kind of crowd is paying attention to what content? This crowd may be the most accurate conversion crowd outside your site, or it may be a new crowd that you have not converted before. Using different content to reach different crowds to enhance the brand's mindset is something that other platforms are not easy to achieve.

Take Douyin as an example. Why is it difficult for Douyin to provide crowd value? Because the common denominator of Douyin is entertainment, and entertainment content has no margins. People who need to buy facial masks watch entertainment content on Douyin; people who need to buy probiotics also watch entertainment content on Douyin; people who need to buy cat food also watch entertainment content on Douyin. You can't use content to identify crowds and find crowds.

Why Xiaohongshu has crowd value is that the main user scenario of Xiaohongshu is search. Users search directly with their needs, so Xiaohongshu is able to label every Xiaohongshu user according to their needs and divide the crowd. No matter you use content or information flow, you can reach them.

Therefore, merchants don’t need to understand everything, but they must understand the value of the crowd.

Author: Vic Source: WeChat Official Account: Vic’s Marketing Thinking (ID: Viccps0227)