How can home life brands accurately place ads on Xiaohongshu and effectively promote products?

Home furnishing brands need to place precise ads, focus on consumers' daily needs, and improve their quality of life. Read this article to learn how to do it.

We know that in the home living industry, category brands in different tracks have completely different business characteristics and product structures, so users' purchasing decision paths are also different. For example, categories are relatively vertical, and the product structure can even be streamlined to one main product, which can account for most of the brand's annual sales of small appliances or kitchen and bathroom supplies; while some product structures will revolve around related categories of furniture, building materials or whole-house customization.

So how can home furnishing industry brands from these various categories accurately place their products and effectively promote them on Xiaohongshu? Qianmo hopes that this article can provide some reference for everyone.

OK, then we know that the home life industry revolves around consumers' daily lives. Whether in terms of product function or design, the core is to meet people's various needs in family life and improve the quality and comfort of life. For consumers, this ultimate consumer experience is in their homes.

Therefore, when it comes to promoting home lifestyle brands on Xiaohongshu, we can use the four dimensions of Xiaohongshu’s home lifestyle population, their home experience, product structure, and brand mental communication as reference points.

1. People who live in Xiaohongshu

First, let us understand what Xiaohongshu home life is. Xiaohongshu home life refers to all life scenes within the spatial scope of Xiaohongshu users' "home", such as a series of products such as furniture and building materials, home furnishings, large and small household appliances, 3C digital products, etc. that together constitute the home living habitat.
Xiaohongshu’s home life covers four major groups of people, namely: nomadic youth, nest-building youth, all-round life experts, and home curators.

Nomadic youth: refers to newcomers to society who have just graduated from campus. They usually live with roommates/classmates, or live alone, and build a daily home life scene.

Nest-building youth: refers to couples living together, having purchased a house in the city where they currently live, and are in the process of building their own home and moving towards forming a common family.

All-round life homemaker: refers to a family of three/four or living with the elderly, forming a home life scene. Most of them have a local middle-income level. They work outside to earn money, do housework at home, accompany their children in education, and meet the growth needs of their family.
Home Curator: refers to those who live alone or with a partner, have high income, or have a certain amount of wealth accumulated in the family, and are mainly single/married without children.

They have more time to build their own lives; they love life and pursue the quality and beauty of life. Home is a place where their aesthetics and tastes are displayed.

2. Xiaohongshu users’ home experience

Home experience refers to a lifestyle in which people fully enjoy the warmth and comfort of home by decorating their homes, doing various DIY activities, cooking delicious food, enjoying fine wine, and enjoying the warmth and happiness of family.

In addition, young people today are constantly updating their understanding and aesthetics of home life. For example, according to the data of "Youth 2023 Home Life Survey": 63.8% of young people believe that home is full of changes and needs to be adjusted according to different life stages and states. On Xiaohongshu users, the home experience also covers three dimensions, namely space, function, and aesthetics.

In terms of space: the layout of the home space is more inclusive. For example, the spatial isolation between the living room, dining room and kitchen has been broken, and products that solve the needs of more than two spaces at the same time have emerged, such as island counters and double washing stations.

In terms of effective use of space, products are also seeking integrated and multifunctional innovations, such as integrated stoves and washing and drying machines.

Functionally: More and more young people are bringing scenes outside their homes into their homes, such as coffee before work, small gatherings with friends... Another manifestation is the satisfaction of the intelligence and personalization of home devices. For example, for different life scenarios such as arriving home and sleeping, a complete solution is built through the intelligent linkage of multiple devices.

As well as underwear washing and drying machines, home beauty devices, etc.

Aesthetically: Young people are no longer superstitious or blindly follow a single style of design. They pursue transparent visual effects and tend to perfectly integrate personal aesthetics with a natural and simple background style, or turn storage into a living exhibit, etc. This change in demand is reflected on the supply side in the further adaptation and integration of upstream and downstream home decoration, and a more obvious trend of home appliance and home furnishing integration, such as dishwashers with customized panels and household central air conditioners.

At the same time, there are also many scenario-based solutions on the market that provide unified design style and product combination delivery for multiple items.

3. Structure of Own Products

1. High-efficiency promotion of large single products

First, brands in the home furnishing industry can start with the verticality of their own product categories. For example, if the brand's own product categories are relatively vertical, the structure of the completed product is usually composed of several core products, or a main product can almost cover the entire brand's volume, then this type of brand can adopt a strategy of promoting a big product, such as electric toothbrushes, vacuum cleaners, sweeping robots, wall breakers, etc. Its main task is to seize the user's mind in the same competitive market.

For example, for a new electric toothbrush product, when there are multiple leading brands already on the market, the correct way to use an electric toothbrush can be used as a content strategy to conduct more refined track placement as the pain point of consumers who do not know how to use it correctly.

At the same time, we also took the opportunity to define the promotion points of this new product. At the same time, we combined the regular screening of new product IP topics and blogger types on the platform and the official account to carry out new product official announcement activities, forming multiple touchpoints and more refined combination delivery methods on the Xiaohongshu station, quickly improving the efficiency of brand big single products and bringing new customer transaction conversion strategies to the brand.

2. Seeking promotion of large categories

For brands in the categories of large home appliances, home building materials, and home department stores, the product structure usually revolves around several related categories. For example, a furniture brand may sell beds, sofas, and coffee tables at the same time, and each category may have dozens or even hundreds of SPUs. Therefore, the transaction share of each single product is usually relatively coordinated. Therefore, it is not suitable to adopt a strategy of only focusing on large single products here, because the overall efficiency of grass planting is not high.

Here, the marketing goal of category brands should focus on occupying the category mind, so it is necessary to prioritize matrix-style product selection, such as choosing several sofas with different styles, materials and functions, targeting different user preference groups, and implanting products to meet their daily life scenarios and demand preferences, so as to intercept category users with different demand preferences and occupy the category mind.

Because when consumers are purchasing these categories, they tend to start with style and material, and choose the style they like first. For example, consumers will first choose their favorite French cream-style sofa, and then look at the product, brand, reputation, price, etc.

Moreover, a sofa product has many subcategories, and the styles can even reach thousands, such as: borderless leather sofa, small cat functional sofa, large orange fabric sofa, etc., and we also know that there are corresponding home decoration styles, and behind this naturally corresponds to different groups of people and their respective life scene needs.

For example, for the functional sofa of Little Cat Beast listed above, we can expand it to the circle of people with cream style and exquisite mothers, while for people who are interested in fabric sofas, we can explore and test the retro style and people who keep pets; as for the borderless sofa, it can be extended to the minimalist style and senior middle-class people.

That is, we can promote different styles to different groups of people, select suitable candidates from bloggers, and create a series of differentiated promotional content that closely combines Xiaohongshu home life groups with home experience. In this way, the uniqueness and functionality of a sofa product can be more effectively reflected, and it can also promote the timeliness of promotion of this category.

3. Multiple categories of scenarios

For whole-house customization brands, even if they have almost the most comprehensive home product line and tens of thousands of items, they still need to face competition from brands in the same category and competition from various sub-categories. At the same time, for consumers, it is difficult to choose among so many products, styles, and categories, so they can try a multi-category scene planting strategy.

We can start from the consumer group scenarios and provide content seeding strategies for scenarios and daily lifestyles. For example, we can focus on the spatial dimensions of the home experience, such as the living room, bedroom, balcony, etc., and even include the implantation of emotional aesthetic scenes to build a combination of product matching to meet the consumers' concrete needs in various scenarios.

For example, how to solve the problem of clothing storage in a 2-square-meter bedroom, how to make the living room storage more beautiful, etc., focusing on the scene needs of the target group, providing users with a series of storage solutions and product portfolio implantation;

In emotional aesthetic scenes, such as spring cleaning in the Spring Festival atmosphere, decorating the living room with a New Year flavor, having New Year's Eve dinner in the kitchen, watching TV series at home during the Spring Festival, and other emotional scenes, users' demand for related home products is implanted in a situational manner. For example, the product combination of red place mats, trays, snack boxes with lids, chair mats, etc. in the New Year's Eve dinner scene can simultaneously set off the current atmosphere of the New Year's Eve dinner, thereby resonating with the target users and converting them into customers.

4. Brand Mental Communication

For traditional brands in the home improvement industry, they also face the problem of weakened brand awareness when facing the current young user groups. Especially for ceramic brands with many categories, low concentration and increasingly fierce competition, they can consider brand exposure as the basis.

For example, the site can initiate brand-themed activities on its own, convey brand-related concepts by combining the characteristics of its own ceramic products with the spatial experience of people living at home, attract the attention of young users, and accumulate notes related to brand IP topic content, which will serve as a reference for young people's subsequent decision-making.

Author: Ckay