Interpretation of several important updates of Xiaohongshu in recent days

This article provides an in-depth interpretation of several important updates to Xiaohongshu’s focus platform, including the full launch of the POI store component and the optimization of the bidding system, providing brands and merchants with more accurate marketing tools. I hope it will be helpful for your marketing strategy on Xiaohongshu.

Recently, Focus has been quietly updating some tools, all of which are very targeted. However, since the official has not released any introductions on various official channels, many friends may not know about the update of Focus tools.

As the saying goes, knowing yourself and your enemy will ensure victory in every battle. With so many good tools being updated, everyone should keep up and apply the ones that suit their needs!

1. The POI store component is fully launched

1. What is the POI store component?

The POI store page is a landing detail page composed of the store header image, phone component, address component, bullet screen check-in, surrounding recommendations, and grass-planting notes.

The POI store component is a promotional component that links Xiaohongshu users and offline store merchants. Users can click on the bottom of the video/picture or the top comment to jump to the merchant's corresponding store details page or store list, helping users to understand store information more quickly and providing customers with offline stores with more abundant delivery options.

2. What marketing scenarios and businesses are the POI store components suitable for?

Applicable scenarios

For new stores: help stores build user awareness, help promote new store openings, and increase store popularity.

For old stores: The component helps consumers understand key information such as store address, contact information, average order value, and reviews in advance, helping mature stores to promote offline transactions more directly.

Applicable merchants

We hope that while promoting our store, we can also bring in customers who will convert offline.

In summary, the POI component can shorten the user's conversion path from reading interests to searching for store details, making it more direct for users to understand and plant the seeds of stores, promoting offline traffic and in-store transactions, and is suitable for all brands whose marketing is oriented towards offline stores.

The full launch of POI components is not only a path to open up, but also brings more space for offline physical store merchants. For example, we helped a milk tea chain brand set up a three-domain integration strategy for POI components. We obtained public domain traffic and regional traffic through relevant content, used enterprise accounts and POI components to undertake traffic, displayed store acquisition and interactive content, and attracted users to check in at offline stores. After arriving at the store, users can participate in the check-in activity by posting relevant notes, which will bring public domain traffic to the store again, forming a closed loop from public domain traffic to store traffic and then feeding back public domain traffic.

This approach solves the problem that merchants who have not opened a local life city on Xiaohongshu cannot direct traffic to their stores.

For store merchants, this is a very useful tool. After the internal testing period, it has become very stable and fully launched. Store merchants can actively try it. We also look forward to merchants who have tried it to communicate with us about the actual application situation.

2. Market bids for spotlight products upgraded to recommended bids

Under the product promotion demand of Juguang platform, the bidding reference function provides secondary industry bidding reference for the clients, so that the clients can grasp the bidding level of the industry. This function has been newly upgraded to provide more refined bidding suggestions for the clients.

The function has the following two major upgrade points:

1. The "market bid" in the search field has been upgraded to "suggested bid", from a simple median bid to a more competitive price calculated by the platform;
2. In other scenarios, regardless of whether the click or interaction cost control method is adopted, the 50th and 20th percentile bid references are provided to help customers understand their own bidding level when placing ads, and to provide accurate bidding and price adjustment directions.

Everyone should be familiar with market bids, but in actual bidding, you will find that the market bids are actually a bit high. They can only be used as a reference and cannot be used directly as a basis for bidding.

This is because the market bid and the median reading of Dandelion are based on the same principle. The median data of all bids are directly used as the median for everyone's reference. Therefore, the median is not even an average, but only the data in the median area. There is not much room for reference and significance. If the quality of the content of the notes is good, you will find that the market bid is too high, and there is actually a lot of room for optimization.

However, after the market bid is updated to the recommended bid, the data given is directly the best bid suggestion estimated by the algorithm. From the recommended reference to the direct estimation of the best bid, it is still very useful.

If you are always troubled by not being able to figure out the bidding level and don’t know how to adjust the price, you can try the latest bidding reference function to place your order.

3. Component copywriting optimization internal testing

The creative optimization function of the Juguang platform has been newly upgraded. Through system strategy optimization, it supports displaying different conversion component copy to different users, improving the competitiveness of customer materials and material conversion effects.

Functional scope (the following conditions are indispensable)

• Marketing appeal: "Product recommendation" and "Customer information collection"
• Promotion type: Full-site smart investment and information flow promotion
• Conversion components: The component copywriting optimization function of the landing page component + private message component is enabled by default. The landing page component and private message component can be selected when reporting.

Simply put, the guidance copy of the landing page component and the private message component can be adjusted. There are four types of adjustable copy: participate now/buy now/receive now/make an appointment now. Compared with the previous copy that could only provide immediate consultation, it is much more flexible.

The platform will distribute these four component copywritings separately to test which copywriting will have a higher click-through rate and which group of people prefer which copywriting, and adapt the component copywriting based on user interests.

Although this update seems insignificant, it will still help improve the click-through rate of components. As long as the click-through rate of components is improved, the delivery effect will be better. Merchants who often deliver private message components and landing page components can try to communicate directly with customers to submit reports for participation in the test.

I will explain these first today. If you want to know more about these tools, please scan the QR code in the blue guide bar below to add me or my assistant Xiaoxi’s WeChat to receive the relevant manuals.