30 things brand owners need to know when launching Xiaohongshu!

If you want to make efforts on Xiaohongshu, you must first understand three questions: Why should you pay attention to Xiaohongshu? What is the purpose of Xiaohongshu's promotion? What does Xiaohongshu's e-commerce transaction rely on? Let's take a look at the author's answers.

If you are a boss and want to develop Xiaohongshu, please read this carefully.

If you are an employee and need ammunition to use Xiaohongshu, please forward this to your boss.

1. Why should we pay attention to Xiaohongshu? Penetrating young people

1. Xiaohongshu has 50% users in first- and second-tier cities, 50% users born after 1995, and 35% users born after 2000. It is a gathering place for high-density and high-quality young users.

2. Xiaohongshu’s daily user searches account for 70%, and the average daily search query volume is 300 million times. Behind the active searches is user demand.

3. Xiaohongshu has become a guide for purchasing decisions . Only by entering the deep waters of users’ minds can the seeds of a brand be planted.

4. More and more purchasing decisions are made due to the prior influence of Xiaohongshu. Changes in user consumption habits drive changes in brand management thinking .

5. Going back to the underlying logic of brand and business, the choice is essentially an account. You need to seek scale from the old model and seek profit from Xiaohongshu.

6. The traffic dividend has peaked and conventional marketing logic has gradually become ineffective. If companies want to find business growth, Xiaohongshu is a must.

7. Different category quadrants (competition intensity x consumer decision) require different marketing strategies.

8. Different business judgments are required at different stages of the product (introduction stage, growth stage, maturity stage, and renewal stage).

9. There are four aspects that need to be paid attention to when operating Xiaohongshu: products, users, data, and organization.

10. Don’t use the Tmall and Douyin methods to do Xiaohongshu e-commerce. (Click here for the original text)

2. What is the purpose of Xiaohongshu? Attracting new target groups

1. The purpose of Xiaohongshu promotion is to reach the target audience and attract their attention to brands and products. Continuous promotion helps to open up new markets and gain new growth opportunities.

2. Through high-quality and interesting content, it can trigger user resonance and build brand awareness and favorability . Grassroots advertising can convert potential target groups of brands into real fans and users.

3. Xiaohongshu should consider the combination of content marketing and social marketing . It is not enough to just produce content, but also to guide interaction and dissemination to achieve content fission.

4. During the promotion phase, brands should focus on improving content quality rather than simply increasing quantity. Promotion should be based on insight into the needs and pain points of the target audience to avoid blindness.

5. How many highly praised notes are there underwater? High conversion rate? Good distribution volume? Low cost? Very safe? — Wrong and outdated ideas.

6. The long-tail effect of high-quality content is obvious . 30 days after the note was published, there is still user search traffic injection.

7. Through high-quality content (KOL notes + BRAND brand positions) to strengthen the scientific combination of potential traffic (FEEDS information flow + SEARCH search page) , Xiaohongshu can achieve efficient grass-planting. It is impossible for Xiaohongshu to rely solely on natural traffic .

8. Commercial traffic helps note content gain greater traffic through lower distribution costs . Commercial traffic helps extend the life cycle of natural notes and increase traffic certainty .

9. The grass-planting should cover different search terms (brand terms, category terms, competitor terms, crowd terms, scene terms) to attack and defend users at different stages.

10. The purpose of seeding marketing should be broken down into stages (content exploration stage, voice enhancement stage, track capture stage, and brand building stage) to formulate marketing plans in a targeted manner.

3. What does Xiaohongshu rely on for e-commerce transactions? People with deep interests

1. Brands that want to develop Xiaohongshu e-commerce need to have people with deep interests . People with deep interests need to rely on seeding, which is the prerequisite for closing deals .

2. There are two forms of Xiaohongshu’s e-commerce closed loop: external closed loop (Xiaohongshu’s promotion spills over to Tmall and other platforms) and internal closed loop (direct transactions within Xiaohongshu).

3. Xiaohongshu's external e-commerce closed loop mainly relies on high-quality content and commercial traffic to help guide users to actively search for stores , and evaluates its effectiveness through off-site search costs and on-site interaction costs .

4. The closed loop within Xiaohongshu's e-commerce mainly relies on high-quality content and commercial traffic to help guide users to add to cart and place orders, and the effect is evaluated through ROI, provided that the number of people with deep interest reaches a certain threshold .

5. Xiaohongshu e-commerce is a content e-commerce platform that features grass-growing , and picture and text grass-growing is its core driving force.

6. Xiaohongshu e-commerce is content-driven , and user reviews and recommendations are its unique shelves .

7. The essence of Xiaohongshu e-commerce is the transaction of non-standard products . Niche, personalized, and story-telling products are the most popular. In Xiaohongshu e-commerce, the richness of SKUs is not the only pursuit. The uniqueness and added value of products are more important.

8. Although the number of Xiaohongshu's precise users is not large , they are often true die-hard fans, and their sales conversion power cannot be underestimated .

9. To gain a long-term foothold in Xiaohongshu e-commerce, brands need to build a moat with high-quality content and professionalism, not price. Content is the product, and the product is the content . High-quality content is the key to impressing users and promoting purchases.

10. The logic of Xiaohongshu e-commerce looking for service providers is not to ensure ROI , but to test the content delivery model and set the ROI volume standard . (The difference between pursuing profit margin and profit amount)

Author: Brand Old White

Source: WeChat public account "BrandLaoBai (ID: BrandLaoBai)"