10,000-word analysis | How to achieve global conversion through people-oriented marketing on Xiaohongshu

How can brands conduct people-oriented marketing on Xiaohongshu and achieve word-of-mouth communication and user participation? This article will analyze from four parts: "reverse funnel penetration of target users", "differentiated communication of user needs", "testing explosive articles to occupy user communities" and "precision investment flow to accelerate user conversion". I hope it will be helpful to you.

" Human 2 Human Marketing" (H2H) proposed by Philip Kotler, the father of modern marketing, is the key to brands in this increasingly complex and dynamic new marketing era.

Consumers may have previously simply accepted information and products from brands, but now they are more actively involved , sharing their opinions and experiences, and making suggestions and expectations for products and services. Consumers influence and interact with brands through channels such as social media, online reviews, and user-generated content. This shift requires brands to pay more attention to consumer needs and feedback in order to better meet their expectations and provide valuable experiences .

" Grass-planting marketing " is a new marketing paradigm based on the H2H theory, that is, the brand spreads the product value through user word-of-mouth , stimulates user demand and influences consumption decisions . It promotes product sales by arousing users' active behaviors such as inquiries, sharing, collections, comments, and searches.

Through scientific data analysis and effect measurement, brands can evaluate the effectiveness of seed marketing and optimize it based on data feedback.

Xiaohongshu is a great place for brands to practice seeding marketing. Xiaohongshu community users can share their real experience and evaluation of products, and these contents have a great influence on other users. Users stimulate the interest and needs of other users by sharing shopping experiences, recommending products, and showing the effects of use.

This model of word-of-mouth communication and user participation not only increases brand awareness and recognition , but also prompts users to take actions such as consulting on purchases, sharing with others, collecting or commenting on products, etc.

This article will analyze how brands can achieve global conversion through people-oriented marketing on Xiaohongshu from four aspects: " reverse funnel penetration of target users ", " differentiated communication of user needs ", " testing for explosive articles to occupy user communities " and " precision investment flow to accelerate user conversion ".

1. Crowd Strategy - Anti-funnel penetration of target users

1.1 IDEA Growth Methodology

Xiaohongshu has more than 260 million monthly active users and more than 80 million sharers. The platform and its users have jointly created a variety of lifestyle trends , such as #citycycling, #frisbee, #camping, etc. These lifestyle trends reflect users' pursuit of novel, interesting and practical content and products.

In order to achieve brand growth through data insights into trends, Xiaohongshu Inspirational Marketing proposed the " IDEA Methodology " and launched a matching business data platform " Lingxi " to help brands more efficiently unleash the potential value of the IDEA methodology.

IDEA corresponds to the four key elements of Insight into product opportunities , Define product strategy, Expand to penetrate category tracks, and Advocate to accumulate brand assets .

Insight: Insight into product opportunities , product innovation and finding new marketing scenarios for mature brands are challenges faced by every brand. In solving these problems, it is crucial to scientifically grasp consumer psychology. Through real and forward-looking consumer insights , brands can more accurately understand consumer needs and psychology, thereby guiding product innovation and marketing strategies and improving the predictability of returns.

By analyzing the big data of users on Xiaohongshu, brands can discover the latest popular trends and user needs . These trends and needs may involve various aspects, such as product functions , emotional experiences and values , and have diverse forms of expression. Brands can use Xiaohongshu's data insights to find the user mindset that the product should focus on. By analyzing the behavior and interests of users on the platform, brands can understand the preferences and needs of different user groups, thereby determining the product's positioning in the market and the target audience . This helps brands make targeted decisions in product development, marketing and pricing to meet user needs and improve market competitiveness.

Define product strategy . A study by Bain Consulting found that 89% of CEOs believe that their products and services are differentiated from those of competing companies, but only 8% of consumers agree with this. The reason for this cognitive gap is that there is a huge asymmetry between consumers' mental cognition and the cognition that brands want to convey. The influencers and users on Xiaohongshu can help brands find and verify their position among target consumers.

They have unique insights and experience sharing on products and services. They share real product experiences , usage experience and purchase suggestions on the platform. These contents can help brands better understand consumers' psychological cognition and verify whether the cognition that the brand wants to convey is consistent with the target consumers. By paying attention to their sharing and opinions, brands can understand consumers' evaluation and expectations of product features, quality, functions and experience. This helps brands define products more accurately, ensure that the product's features and value propositions are consistent with consumers' cognition, and can be differentiated from competitors in the market.

Expand to break through the category track . Breaking through the category track does not actually just refer to product sales , because sales may only be temporary. What is more important is the brand's position in its main category and its ranking in the minds of users.

The ranking in the user's mind reflects the brand's image and status in the consumer's mind. If a brand can rank high in the user's mind, consumers will more easily associate it with high-quality and valuable products in the category , thereby increasing brand recognition , loyalty and market share . Grabbing the front position in the race is an important goal for brands. In the fierce market competition, brands compete for user attention and market share . As a platform with a large number of users and sharers, Xiaohongshu provides brands with opportunities to interact and cooperate with users.

Advocate accumulates brand assets . As a platform that aggregates a large number of users' product and service experience sharing , Xiaohongshu provides brands with valuable opportunities to build user loyalty and word-of-mouth . When users share their positive product or service experience on Xiaohongshu, they are actually showing other users their love and support for the brand. This kind of user's active participation and sharing means that they have become fans and advocates of the brand. They are willing to actively share their experiences and express their love and recommendation for the brand, which is very beneficial to the brand's image and reputation .

In traditional marketing, customer loyalty is usually measured by user satisfaction , repurchase rate , and positive word of mouth . On Xiaohongshu, consumers' word of mouth has been aggregated, precipitated, and accumulated, forming a strong brand asset . These user-generated contents can be discovered and read by more users through Xiaohongshu's social mechanism and algorithm recommendation , which in turn has an impact on the brand. Brands can use the user word of mouth and sharing on Xiaohongshu to gain users' loyal support and brand recommendations . These user-generated contents can not only increase the brand's visibility and image , but also reduce the brand's customer acquisition costs . Users' sharing on Xiaohongshu can be used as trust and reference by other users, thereby prompting more users to try and buy the brand's products or services.

1.2 Track data insights first

When in doubt , more and more users will search other people's experience notes on Xiaohongshu before making consumption decisions . According to the latest data from the 2024 Xiaohongshu WILL Business Conference, 70% of Xiaohongshu's monthly active users have search behavior , 42% of new users will use the search function on the first day of using Xiaohongshu, 88% of search behaviors are initiated by users, and 90% of users said that their consumption decisions will be affected by the search content on Xiaohongshu.

Therefore, when brands look at track data insights on Xiaohongshu, in addition to paying attention to the track’s current outcome data (number of notes, number of comment likes, number of readers, sales, etc.), they should also pay attention to the search behavior data of track-related users.

Through Xiaohongshu's Lingxi platform, brands can explore track-related search and content trends based on specific keywords, categories, brands and other dimensions, and understand users' attention and search volume for specific topics. Brands can also obtain data such as hot search terms , note word clouds , upstream and downstream words and popular notes , so as to have a deeper understanding of users' interests and needs in the track.

In addition, brands can also combine basic attributes , user reading interaction behavior , industry and brand interests , etc. to customize the selection of people with characteristics, and conduct multi-dimensional portrait analysis such as consumption preferences and content preferences . Through these data insights, brands can understand the characteristics, interests and preferences of target users, so as to formulate market strategies and content creation directions more accurately.

1.3 The crowd anti-funnel model breaks the circle

At Xiaohongshu, we use crowd reverse funnel to help brands screen suitable crowds that can be penetrated layer by layer .

First, according to the brand positioning and product features, the core target group is identified. They are the most important group and the most likely to become loyal users or buyers. Then, a small-budget trial is conducted to test the reaction and market acceptance of the product among the core group. This can help the brand understand the product's potential and market demand , and verify whether the brand's direction is correct. If the test results are not ideal, the brand should promptly improve the product's quality, features or positioning.

According to market feedback, make corresponding adjustments and optimizations to improve the attractiveness and competitiveness of the product. After confirming that the product direction is correct, you can increase the investment and use the KFS product seeding combination co-investment method based on the reverse funnel to help brands achieve a low threshold, high certainty and high efficiency investment effect.

Taking a customer case as an example, a new Chinese tea brand, based on the punk health needs of young users, launched its own new health tea products at the right time. But among the numerous health tea products, how can we better understand user needs and accurately plant "potential products"?

Insights into users : Through insights from track data , we found that when users mentioned health tea, the most frequently mentioned keyword was " beauty ". Drinking more and more healthier is the ultimate pursuit of Xiaohongshu users when drinking tea . Scanning the search data of similar tea bags in the track, other brands in the track mainly focus on "ready-to-drink milk tea" or "functional tea drinks". " Drinking for a good complexion " is a user demand that is needed but has not yet been met .

Strategic layout : The content strategy layout of health tea products will be further expanded to the " beauty " track. By promoting the main products "Mulberry Rose Black Tea" and "Black Wolfberry Grape Oolong Tea", we will respond to users' demand for beauty by " drinking to maintain beauty ".

Creating trends : Focusing on the topic of " quietly becoming beautiful from the inside out ", a series of high-quality content was created, such as " Morning C Tea and Evening A Tea ". By applying the hot trends in the beauty field to the beverage field, content such as " Whitening Morning C Tea, Anti-aging Evening A Tea " and " Workers' Beauty Bag " were successfully created, emphasizing the help of high-quality ingredients in tea bags for beauty and skin care, making the main products a new way for beauty-conscious users.

Breaking the crowd circle : By accurately targeting users in the " beauty " track, and reaching a wider range of potential people through a series of high-quality seeding content. With the help of trendy and fashion-related content, it attracts " people who stay up late ", " luxury and beauty people ", " fashionable wear people " and " trend people ", etc., helping brands find incremental people.

Results feedback : Data shows that during the promotion period, the brand’s popularity on Xiaohongshu topped the “tea bag” category , and the sales volume during the promotion period also hit a new high. More than 70% of the sales volume came from new customers . Through the promotion activity, the triple goals of improving the mind , breaking the circle of people , and making sales explode were successfully achieved.

2. Product Strategy - Differentiated Communication of User Needs

2.1 Product Matrix Model Construction

When you first come to Xiaohongshu, you should formulate marketing strategies based on the current status of brands and products in terms of what products to promote and the allocation of budgets. First, you need to sort out brands and products , understand the brand's positioning, core values, and target audience, and evaluate the market competitiveness and potential of products. Then, build a product matrix model, divide products into different types, which can generally be divided into " explosive products ", " potential products ", and " long-tail products ", and formulate corresponding marketing plans based on the current status of brands and products.

If a brand does not have a clear hit product, it is recommended to focus the budget on promoting a single hit product. By focusing on promoting and publicizing this product, its exposure and influence on Xiaohongshu can be increased.

For brands that already have hit products and multiple SKUs running in parallel , you can build a marketing matrix based on the current status of the products and set corresponding marketing goals. Budget allocation should be made based on the importance and potential of the products. Brands can adopt an " olive-shaped " layout, that is, the ratio of existing hit products : potential products : long-tail products is 3:6:1 . This can ensure the stable promotion of the main products while increasing the exposure and sales of other products.

2.2 Develop solutions based on the life cycle

Brands need to flexibly adjust and optimize their marketing strategies according to the different life cycle stages of their products. Xiaohongshu can serve as an effective channel to help brands implement marketing strategies at different stages , establish connections with target groups, and promote successful product launches, rapid growth, sustainable development, and renewal.

1. During the product introduction period , the key is to increase the success rate of new product launches , and use the user influence and grass-planting effect of Xiaohongshu to quickly increase the exposure of brands and products. Product : Ensure that the core functions and features of the product are in line with the needs of the target population, and continuously optimize the user experience of the product. Crowd : Through market research and user insights, understand the characteristics and needs of the target population, and match product positioning and marketing strategies with them. Communication : Attract the attention of the target population and build brand awareness through attractive content and creative communication.

2. During the rapid growth period of the product , the focus is to quickly penetrate the crowd in the right direction and occupy the track . Push content to the core group in a targeted manner to improve the communication effect and conversion rate. Position the core group : Through market segmentation and target group analysis, determine the key core group and focus marketing resources on them. Pay attention to word-of-mouth communication : Establish interaction and relationship with the core group, encourage them to spread word-of-mouth, and help the brand quickly expand its influence. Continuous innovation and optimization : Maintain innovation in products and marketing strategies, continuously meet the needs of the core group, and maintain differentiation from competitors.

3. When a product enters the mature stage , it is necessary to find new groups of people and new scenarios to further increase the repurchase rate of the product. Through the user groups and diversified content forms of Xiaohongshu, interact and communicate with different groups of people to expand the audience range of the product. Expand the target population : find new target groups through market research and user feedback to expand the audience range of the product. Explore new scenarios : find new usage scenarios and application areas, and promote the product to more new areas and markets. Improve user experience : improve user experience and increase repurchase rate by improving product design, adding additional services or providing personalized customization.

Fourth, the product enters the renewal period . It is necessary to find advantages that have not yet been tapped according to changes in user needs, and to innovate and optimize products based on user feedback to find the second growth curve of the product. User research and insights : In-depth understanding of changes in user needs and market trends, and gain insights through user research and data analysis. Innovation and continuous optimization : Innovate and optimize products according to changes in user needs, find new advantages of products, and launch targeted marketing strategies. Build brand awareness : Spread product innovation and advantages, improve brand awareness, and attract new user groups.

Taking a customer case as an example, a consumer electronics brand launched an electric toothbrush product. When there are already leading brands in the same industry, how can the new product overtake on Xiaohongshu ?

Crowd strategy : We identified the potential crowd based on the crowd that is deeply interested in electric toothbrushes and the brand crowd. We sorted the correlation concentrations and screened out the core audiences , such as trendy ladies, gift-giving crowds, and those who stay up late to take care of their skin. Through the crowd reverse funnel model, we refined the expandable crowd into three layers, namely "core crowd, high-potential crowd, and general crowd". Based on the brand marketing goals, rhythm and budget, and combined with the industry situation, we set the crowd penetration goals .

Pain point insights : After finding the target group and determining the marketing goals, it is necessary to further explore the behavioral preferences of this group of people and continue to gain insights in three dimensions: search preferences , note types , and product reputation . We have seen that when users search for the electric toothbrush category, search terms such as "the correct way to use an electric toothbrush" appear frequently and in high positions. Especially in the downstream terms, they are still concerned about "how to use it correctly."

Content strategy : Combined with users' concerns about "how to use an electric toothbrush correctly" and the definition and expectations of a good electric toothbrush, we developed a new content strategy and clarified the theme of this new product: the next generation of electric toothbrushes, which really "can brush". We also highlighted three core selling points : efficient cleaning with integrated sweeping and vibration, scientific gum protection, and integrated seamless design. All content on Xiaohongshu revolves around these three selling points. We were delighted to see that these three core selling points appeared frequently in the user's keyword feedback, which shows that we have really planted good products in the hearts of users.

Expanded delivery : Looklike automatic expansion delivery is performed for people with good interaction and promotion performance, and precise promotion target delivery is used to find people who are easy to convert into deep promotions at a controllable cost and more efficiently. This multi-touchpoint , refined combination delivery method further improves the promotion efficiency for the brand.

Results feedback : With the help of multi-touchpoint combination and intelligent delivery tools, the conversion efficiency of new product deep seeding crowd is 20+% higher than that of similar products. Among the new customers of the brand's entire transaction crowd, the proportion of new customers brought by Xiaohongshu is as high as 80+% . At the same time, the estimated transaction ROI of Xiaohongshu seeding is 30+% higher than the ROI of the new product in the entire network.

2.3 Explore user needs and match product selling points

To go from " what the brand wants to say " to " understand what users want ", when collecting selling points, we need to shift from being brand-centric to being user-centric. We can start from the following three aspects: 1. Real user feedback : Browse the comment area of ​​Xiaohongshu notes and the notes shared by Xiaohongshu KOLs, conduct consumer surveys and return visits , and find feedback from real personal trial experiences. You can also refer to other reviews or reviews on e-commerce platforms.

2. Pay attention to negative reviews : Find the cognitive gap between the brand and users, absorb users' effective suggestions on the product, and optimize product introduction and usage. 3. Comparison of major competing products : Check the horizontal evaluation notes of the category and the high-quality notes of popular competing products to understand the selling points and user reviews of competing products.

At the same time, we must pay attention to Xiaohongshu-izing the product selling points . When describing the selling points, avoid stiff descriptions. Make use of the characteristics and trends of Xiaohongshu to transform the selling points into descriptions that are in line with the tone of Xiaohongshu, and truly experience and share them sincerely.

There are three aspects to start with: 1. Category/product search hot words : Understand the popular search keywords of categories and products so that they can be used in descriptions. 2. Industry hot notes creativity : Look through the search results page of category words to find the creativity and style of industry hot notes and learn from their expressions. 3. Competitor hot notes : Browse the search results page of competitor words to understand the hot notes of competitors and get inspiration for describing selling points.

2.4 Selling Point Classification Test Verification Priority

Selling points are classified according to their attributes in order to better match relevant materials for testing .

Here are some common types of selling points: 1. Interest-based : selling points that are interesting, differentiated, and memorable, easy to understand and spread. 2. Functional : selling points that emphasize ingredients, efficacy, and functions, using professional terms, endorsements from professionals, and descriptions supported by data. 3. Scenario-based : selling points that target specific scenario needs.

After segmenting the selling point types, you can pair them with different types of influencers , differentiate the target groups, and conduct note testing. Interest-based selling points can usually be used as universal selling points and can be tested in combination with other types of selling points.

Combine the test results with the brand's own needs to distinguish between primary and secondary selling points , and extract the selling points that are most attractive to Xiaohongshu users, and determine the focus and direction of subsequent promotion. Data verification can help brands determine the value and attractiveness of selling points, and then clarify the priority of communication and promotion.

3. Community Strategy - Taking Over the User Community with Explosive Articles

3.1 BKFS model amplification content

Although content seeding is a powerful marketing tool, it is not always effective to simply rely on piling up influencers and laying out notes . This is because consumers are now facing the problem of information overload . They receive a large amount of information and it is difficult to filter and identify the effective content. At the same time, brands also face management difficulties, including difficulty in scale output , difficulty in collaborative expansion , and difficulty in measurement and evaluation .

As the community develops, it is difficult for content that relies solely on natural traffic to be seen by more people . By cooperating with K ( KOL/KOC/KOS , etc.), we can use their influence and fan base to spread high-quality content to more users. By amplifying commercial traffic, we can increase the exposure and dissemination effect of content.

Data shows that compared to relying solely on natural traffic distribution, using FS ( FEEDS&SEARCH ) distribution can reduce the company's CPM (Cost Per Mille, cost per thousand impressions). By searching for keywords, tags, topics, etc., user needs are matched with relevant content to promote transaction conversion . This precise matching method can increase users' willingness to buy and participation, thereby increasing transaction conversion rate .

Xiaohongshu's KFS content marketing combination strategy combines three core strategies, namely KOL high-quality content explosion , FEEDS precise reach efficiency improvement and SEARCH enhanced search interception .

1. KOL high-quality content explosion : Through cooperation with KOL/KOC/KOS , high-quality content is spread to their fans and followers. As opinion leaders and influential figures, KOL has a certain fan base in the Xiaohongshu community. Their recommendations and sharing can help the brand's content spread quickly and attract users' attention and participation.

2. FEEDS precision reach improves efficiency : Through information flow advertising , brands can accurately reach their target audiences with content. Xiaohongshu's information flow advertising can be targeted based on user interests, behaviors and other characteristics to ensure that the brand's content can be seen by users who are truly interested. This precise reach can improve the effectiveness of content delivery and increase user engagement and conversion rates.

3. SEARCH Enhanced search interception : Through search ads , brands can display relevant advertising content on the search results page of Xiaohongshu. This form of search ads can help brands appear more prominently when users search, increase brand exposure and search click-through rate. The enhancement of search ads can effectively intercept users' search intentions and further promote transaction conversion.

This " content + " synergy enables brands to establish connections with users by providing valuable content based on user needs and play a positive role in the user's decision-making path. At the same time, brands need to focus on asset management , not only paying attention to the dissemination effect of content and user engagement, but also managing and operating brand assets. This can establish long-term brand value and influence and achieve sustainable commercial value.

Going one step further on the basis of the KFS combination strategy and adding content marketing of Brand B ( Brand ) itself, such as operating the brand's official account , creating brand space , participating in IP activities , etc., can allow the brand and user content to form a resonance effect in the community to amplify the content value, that is, to create the " BKFS model ."

3.2 Targeting Talents with High Commercial Value

The logic of selecting influencers is basically the same as the previous article's 10,000-word analysis | A complete closed-loop analysis of the brand's journey from breaking the circle to reaping the benefits on Douyin . You can refer to it and I will not go into details in this article.

3.3 Hot Articles Create the "531 Model"

Through testing and optimization in the sprint phase, we transform high-quality notes into extremely popular articles. We adopt the " 531 model ":

1. During the testing phase , we will invest in the sprint to produce popular articles. The initial goal is to enrich the types of notes and select more than 5 types of high-quality notes under natural traffic for information flow testing.

2. In the optimization phase , high-quality notes are screened and heated up. The top 30% of the notes with better performance are screened out from the information flow test notes. Notes with relatively high CTR (click-through rate) and relatively low CPE (cost per engagement) are given priority for placement in information flow ads. Gradually increase investment in excellent notes to create popular articles. Analyze the types and selling points of high-quality notes, and publish similar notes in batches as a supplement to the placement.

3. Sprint stage : Continue to optimize and diversify advertising tools, continue to screen high-quality notes, and flexibly adjust the target of explosive articles . Make the top 10% of the best performing potential explosive articles into ultimate explosive articles . Continue to maintain delivery to further increase their exposure and engagement.

After a brand creates a hit article, it can occupy the user’s mind by positioning itself as a core word in the search field, and then improve the effectiveness of the entire chain by boosting the flow of information .

4. Conversion strategy - precise investment flow to accelerate user conversion

4.1 Targeting key groups of information flow

Through the information flow targeted delivery strategy, brands can quickly create high-interaction , low-cost high-quality notes in the process of planting grass, improve product exposure in the track, and seize the minds of segmented users. Accurately reach users , enhance user planting value, cooperate with breaking circles and festival promotion groups, and improve brand rankings in the track. The following are three key steps:

1. Targeting core audiences and screening notes : Through core audience targeting, brands can focus their advertising on the target audience . This can improve indicators such as the click-through rate (CTR), cost of engagement (CPE), like-to-hide ratio, and retention rate of ads. At the same time, by screening notes with higher performance, brands can lay the foundation for marketing.

2. Targeting beyond the core group and penetration in multiple scenarios : After achieving initial results with the core group, the brand can expand its focus to other potential user groups . Targeting beyond the core group can help brands target users outside the core group and promote products in different scenarios . Based on the results of the core group, the brand can expand to more scenarios and increase product coverage .

3. Keyword targeting and creating high-quality notes : Through keyword targeting , brands can select keywords related to the target audience and embed these keywords in high-quality notes. At the same time, brands can promote the spread of high-quality notes among users through natural traffic and CPC seeding, thereby increasing users' attention and participation in the brand. Multiple high-quality notes form a matrix , which can further impress users and enhance the level of content.

4.2 Use search to connect global conversion

For brand merchants, in the decentralized field of Xiaohongshu, search has become the only aggregation field , which can directly reach all business fields . At the same time, the high-intention crowd brought by search can not only help brand merchants improve the conversion effect of seeding, but also occupy the user's mind by positioning the core words in the search field, boost the effect of information flow delivery, and improve the efficiency of seeding throughout the chain. It can be seen that in many industry tracks, Xiaohongshu has become the preferred community for many advertisers to start search .

Xiaohongshu has 260 million monthly active users and more than 80 million sharers, which means brands have the opportunity to reach a huge user base, increase brand exposure and user engagement. Every search a user makes within the community is closer to a consumer decision . Unlike traditional search engines, Xiaohongshu users usually have a high interest and willingness in products or services when searching, which provides brands with more valuable business opportunities. There is a large amount of real user-generated content (UGC) within the community, which has higher trust and affinity, can enhance users' cognition and trust in brands and products, and improve conversion rates.

Users in the Xiaohongshu community tend to have high spending power and willingness to buy . At the same time, Xiaohongshu covers many business fields, including fashion, beauty, life, travel and other fields, providing brands with opportunities to more accurately match target users. Brands can use Xiaohongshu's search ads to accurately connect high-quality products and services with potential users and improve commercial benefits.

Taking a client case as an example, a coffee brand, in order to improve its position in the black coffee category, carried out long-term seeding and focused on searching for “Always On” .

Build a search term library : In order to fully occupy the minds of people in the category, we have established a search keyword library , which includes the brand's own brand words , category words , related category words , scene words and functional ingredient words , and carry out refined term library expansion for upstream and downstream categories of coffee, matcha, milk and other related categories, as well as coffee highly related scenes and IP scenes. Brands can place ads based on different search terms and reduce the brand 's CPC cost and improve the effect of placement through continuous optimization.

Differentiated user reach : In order to improve the effect of seeding and consolidate the category user mind, the brand undertakes different note content according to different placements to accurately reach high-intent users. For the strong search demand mind , attract users' attention by strengthening their own product advantages . For the interest seeding demand of information flow, match DIY creative drinking methods and other content to stimulate users' interest and willingness to experience, and accelerate seeding conversion.

Results feedback : Through the " Always On Search " strategy, the brand has achieved full mindshare in the black coffee market. The coordinated delivery of search and information flow, combined with high-quality note content and search keyword matching, successfully improved the product seeding effect. The number of purchased words exceeded 3,000 throughout the year, the penetration rate of the black coffee market was 40+% , and the content penetration rate exceeded 15+% in a single month, becoming the top brand in the black coffee market on the site.

4.3 The closed loop of conversion of grass-roots content within the site

The self-closed loop realization forms of the value of planting grass mainly include product sales and e-commerce live broadcast . In the Xiaohongshu community, by obtaining traffic in the search and information flow fields and applying the strategy of the crowd anti-funnel model, it gradually penetrates the community users, provides users with unique differentiated value, and attracts users to pay attention to and purchase its products . Brands can also use the combination of " appointment + broadcast + conversion " to achieve an exclusive live broadcast closed loop , helping brands to efficiently acquire customers and convert with one click in the self-closed loop.

With the help of commercial products such as ARK, Juguang Platform , etc., brands can use different advertising types " search + information flow + video flow " to carry out multi-domain advertising to meet the different advertising needs of brands. Such a combined delivery solution can help brands find the best way to communicate with precise users and have a profound impact on users' decisions. Brands can accurately target and better deliver advertisements to potential consumers who are interested in their products based on the characteristics of the deep grass planting crowd, thereby promoting the optimization of delivery efficiency and achieving the best delivery effect.

When launching product sales, brands should promptly improve the brand site infrastructure of " store building - account infrastructure - effective budget - crowd targeting ", complete product selection testing , product internal strength strengthening , note flow testing and other preemptive actions, and help the smooth launch of product sales. At the same time, continuously optimize the details to ensure continuous improvement in the efficiency of the launch.

4.4 Mind overflow and multi-platform transformation

By leveraging the mental spillover brought by the value of seeding , brands can expand their user reach to a wider audience and achieve better traffic diversion effects . This will help increase brand awareness, sales and user conversion rates, and have a positive impact on brand development. By extending search to multiple platforms , brands can achieve extensive user reach and traffic diversion. Currently, the more mature scenarios are traffic diversion e-commerce and customer information collection :

Traffic diversion e-commerce scenario: For brand merchants operating stores outside the Xiaohongshu site, CID can be used to guide users to quickly jump to the site to complete purchase conversion. This can effectively improve CPC and ROI . You can also evaluate the spillover conversion effect by pre-embedding search keywords and tracking keywords outside the site .

Taking Tmall as an example, through the Taobao search source in the product 360 - core keyword data statistics, we can clearly reflect the effective store volume of this campaign. The number of buyers who placed orders x the unit price of the product can be used to calculate the effective transaction amount of this campaign. The effective transaction amount of the core keywords / the budget for this campaign can be used to calculate the ROI of the project. This can be used as a benchmark value to provide data support for the budget allocation of subsequent off-site campaigns for the brand.

Customer information collection scenarios: For offline transaction industries such as beauty, education, and home improvement, brands can directly connect to private messages, corporate WeChat, group chats, forms, POI and other scenarios through search ads to increase the opening rate and achieve efficient retention and fan acquisition . This helps brands improve ROI .

Taking a client case as an example, a certain maternal and infant products brand, as a mature brand that has firmly occupied the forefront of its sub-category, has found a second growth curve to further improve the conversion effect of seeding grass, hoping to achieve overall growth driven by seeding grass .

Crowd breaking circle : From category words to scene words, we defend the core purchasers of this category through Xiaohongshu's " Crowd Anti-Funnel Model " and the settings of core category words. Then, combining promotional activities, node scenarios, parenting scenarios and brand concepts, we will refine and expand scene words , and get involved in home scenarios and newborn gift-giving scenarios. Through refined content operations, we will attract potential groups such as precise mothers, high-consumption and children at home, and comprehensively improve the grass planting effect on the site.

Hot search spillover : Brands have further promoted off-site sales conversion by seizing the popularity of hot searches in the segmented track. The search volume has increased significantly by 300+% , and the penetration rate among new product groups has reached 20+% .

Results feedback : At the sales level, the brand has achieved many good results on Tmall, with the top 1 in the big promotion category . The brand mental spillover effect on Xiaohongshu site efficiently feeds back the purchase conversion of off-site e-commerce platforms ( Pearson coefficient is close to 1 ).

In summary, by combining the concept of H2H people-oriented marketing and the characteristics of the Xiaohongshu platform, brands can establish a real and friendly connection between people with users on Xiaohongshu. As a content community- driven platform, Xiaohongshu provides brands with opportunities to interact with users.

Through the review of this article, I hope to provide inspiration and direction for brands seeking global growth on the Xiaohongshu platform, helping brands to flexibly use new marketing methods in the increasingly fierce market competition and break through the siege!

Author: Brand Old White

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