The recent trend of Xiaohongshu in the pet industry! How to achieve conversion and dissemination?

Although the birth rate has decreased in recent years, the number of people keeping pets has greatly increased. People relieve stress and loneliness by petting cats and dogs, so the pet economy that follows is also a point worth paying attention to. How to run a pet business and make yourself stand out from the crowd? This article will answer your questions.

The biggest problem that most of the brands I have come into contact with when operating Xiaohongshu or doing marketing on Xiaohongshu is - why is my marketing on Xiaohongshu not effective?

Seeing others doing well, whether they are mature brands with a certain foundation or emerging brands, they have all benefited from the platform dividends, but no matter what they do, the feedback is mediocre.

How to make Xiaohongshu’s promotional activities effective may seem like a big and general concept, but from a basic perspective, there are actually only two key points:

1. How we are seen by users

If our grass-planting notes cannot obtain platform traffic and be read and spread by fans, then no matter how many selling advantages we write in them, it will be useless, just like a book pressed in a box.

2. How do we make him want to buy

After our notes are pushed on the platform, how to make people who see them excited and want to learn more, or even buy them immediately, determines how many exposed users we can convert.

Everyone should remember a formula -

The results of the campaign are formed by multiple factors. What we can do in the campaign strategy is to continuously increase the number of exposures and the content’s influence, so as to increase the total number of final transaction users.

To achieve these two points, we must always pay attention to three aspects!

1. Crowd

People are always the most basic part of marketing.

On the Xiaohongshu platform, what is the portrait of the main consumer group in our track, what is their life trajectory, what are their consumption preferences, and what will they pay for?

As long as we are not a very niche category, I will always recommend that brands prioritize meeting the needs of the widest range of people in terms of content, so as to ensure the exposure base.

Of course, when the budget is limited, it would be more efficient to first cut out a small part of the crowd for voice coverage.

2. Trends

Whether it is content or marketing product selection, we need to pay attention to recent platform and consumer hot trends. What are the platform users searching for recently, and what hot spots in our track can be combined in the content?

At the same time, we also need to pay attention to the competition situation in the track, especially when we have multiple segmented tracks, we should give priority to those with high user attention and fewer competitors.

If all the sub-segments are relatively consistent, we don't have to be obsessed with this point. We can just directly meet the needs and attract users.

3. Content

What kind of content can be persuasive and achieve conversion is what we need to focus on in content planning.

Today we will focus on the population portrait, consumer attention trends, and the creation of high-conversion content in the pet track!

1. Pet Consumers on Xiaohongshu

The main consumer groups on Xiaohongshu are young women from first- and second-tier cities, concentrated in new first-tier, second-tier, and third-tier cities.

Among them, cute pets themselves are the biggest factor that attracts them to watch content. If you want to obtain traffic, you must have relevant "hooks".

Of course, "cute pet" is a broad concept. It can be cute or unique, but it must be attractive enough .

In terms of spending power, although the overall consumption level of Xiaohongshu platform users is relatively high, they are still very concerned about price and cost-effectiveness .

The two are not in conflict.

If you can cooperate with certain promotional activities during the campaign, such as store discounts, secret code coupons, etc., you can get better conversion results!

Their active time is basically concentrated between 18:00 and 23:00 in the evening. We also need to focus on this time period and strive to help the content get maximum exposure in the few hours after the note is published, so as to achieve push to a larger traffic pool.

2. Pet consumption trends on Xiaohongshu

The importance of track selection has been analyzed several times in previous case analyses. A track that suits us can help us achieve twice the result with half the effort in marketing.

On Xiaohongshu, daily necessities such as cat strips, dog food, cat cans, cat and dog beds are still a blue ocean track. The overall number of brands and the difficulty of placement are not high, but user demand has reached a certain base. New brands entering the market or small and medium-sized brands wanting to launch explosive products, or planning new product lines for the brand, can give priority to these tracks.

The competition in the cat food, freeze-dried food and cat litter sectors is relatively fierce, with more than one highly competitive brand occupying most of the market, which are what we call the leading brands in the sector.

If we want to enter these tracks, we need mature launch strategies to achieve overtaking.

At the same time, we must also be prepared for a long-term battle!

Judging from the core search terms in the industry, pet diet is still the focus of pet consumption users, and the popularity of pet health-related content is also on the rise. The demands of many pet owners have shifted from "keeping their pets alive" to "keeping their pets well fed and healthy."

It is very similar to the maternal and infant track.

When developing new products, you can also explore the direction of consumer upgrading in segmented tracks, which will also be the next explosive trend.

This is also where we can create differentiated and even unique competitive advantages compared to existing products on the market.

Judging from the consumption of pet food, users still have a strong awareness of stockpiling, and transactions are almost all concentrated in major promotional events such as 618, Double Eleven, and Double Twelve.

This requires that our marketing strategy pays more attention to mid- to long-term phased marketing.

The main strategies are daily promotion to influence the mind + big sales to reap the benefits.

Therefore, in order to better assist the big promotion and reap the benefits, daily promotion must not be neglected.

In the field of pet food, the popularity of domestic brands has been increasing. This is because the marketing strength and investment volume of domestic brands far exceed those of imported brands.

During this process, the platform users' trust in and overall reputation of domestic brands are also on the rise.

In this environment, other domestic brands can take advantage of the situation and optimize the overall cost-effectiveness of their marketing.

But at the same time, although imported brands have a good reputation among the public, they also need to maintain a sense of crisis under this situation and appropriately increase their marketing efforts on domestic platforms to ensure that their market share is not taken away.

Next, let’s focus on the trends in the cat and dog related segments.

1. Cat related

The popularity of cat food, cat canned food, cat meals, and cat strips remains high, and diet is still the most concerned issue for cat owners. Especially in recent years, when problems with pet food have frequently occurred, their requirements for pet food will be more stringent.

Therefore, they are very concerned about practical information and cross-sectional tests such as how to pick and choose cat food, which is also one of the most searched content topics in the cat food track!

The popularity of cat litter and cat beds remains relatively stable throughout the year, and there will not be a sharp rise or fall or sudden attention in a certain period of time. It is a track that requires steady cultivation.

Continuous presence is the key.

Cat bags and cat clothes tend to rise in the autumn and winter. If you want to maximize user conversion, pre-marketing in September and October is very important.

Among the content related to cat health, FIP and ringworm are searched most frequently, second only to female cat sterilization. This means that in the perception of most users on the platform, the attention and care paid to female cat sterilization is generally higher than that of male cat sterilization. If our products involve cat health and care, this selling point needs to be emphasized.

In the category of daily cat cleaning, tear stain removal has the highest demand, and the search trend for shower gel has increased significantly in the summer.

Cat cleaning is still a blue ocean at present, and it is a very good choice for new brands to choose this niche track to break through!

2. Dog related

A dog's dietary needs are different from a cat's.

For cats, the search targets dietary subcategories, such as cat food, cat bars, cat canned food, freeze-dried cat food, etc., while for dog food, the search targets different breeds , such as Bichon Frise dog food, Teddy dog ​​food, Corgi dog food, etc.

It should be noted that the dog toy segment as a whole is still in a blue ocean, but consumer demand is continuing to rise.

Most brands do not have regular marketing and promotion in the dog toy category.

When it comes to dog care, issues such as deworming, vomiting, and vomiting have always received a lot of attention. Brands in the pet health sector can give priority attention to these issues, whether they are products or offline services.

It is a good way to establish professionalism through case presentation and popularization of relevant knowledge.

Unlike cats, bathing dogs is a high-frequency daily necessity.

In addition to offline physical services, there are still a large number of users who choose to solve the problem themselves at home. The search frequency of dog shampoo is also high, which also provides us with an opportunity to break through in the pet market.

Under this premise, categories related to dog bathing can also be bundled for consumption.

When we are usually formulating marketing strategies, some brands will invite us to participate in product selection, or even the planning and research of new products, especially when they have multiple product lines and don’t know which product to choose as the main marketing product or main selling point.

At this time, we need to consider the platform popularity, demand trends, track competition and user education costs at the same time, which will affect our final cost-effectiveness of the launch, not just the product itself.

3. How do we get users to place orders through content?

After determining the product selection and delivery ratio through the above methods, we can then move on to content direction planning.

So how do we plan content to help us cover the target group to the greatest extent possible, and how can we use content to get users to place orders quickly?

I have summarized 3 steps for you!

1. Find the right content format to achieve traffic coverage

In my previous tweets, I mentioned that our main sources of traffic and users are concentrated on the discovery page and search page. So what is the difference between the traffic and users reached by these two major reading venues?

Browse Domain

The main push rule of the browsing domain is that historical reading is different for different people, which is more personal in nature than search rankings. Therefore, for users in this domain, their main reading driver is interest reading.

There is no special purpose, it is just for leisure and entertainment. If I see something that I am conscious of and concerned about, I will click in to take a look.

Therefore, if you want to reach this part of users, the key is to create content that they like to watch and share, rather than just presenting selling points.

Search Domains

In the search domain, the reading tendency is completely different. Users on this page come in through certain search terms, that is, their reading has a clear purpose , whether they want to buy cat litter, or find out what to pay attention to when bringing a kitten home, or see the reviews of a certain brand of cat food, etc.

Therefore, to achieve the goal of reading-conversion, we need a more detailed layout in the two traffic fields.

For these two types of reading purposes, I have summarized the ten main content gameplays of the pet track.

1. Browse the domain

(1) Daily life of cute pets

This is one of the most common and most popular content forms in the pet track, especially video notes.

It can be said that this is a type of content that anyone who owns a pet, even those who own a pet online, will watch.

If we are a new brand with no discussion and user awareness, we can definitely expand our popularity through this type of notes!

What needs attention is the connection and fit between the product and the content, so as to avoid a complete separation between daily life and implantation.

(2) Use and share

This type of notes focuses on sharing from the owner's perspective of usage experience, such as automatic cat litter boxes, cat hair removal devices, etc. During the use of these products, our own experience in judging whether they are good or not is very strong and also very convincing.

(3) Tucao Interaction

This is probably the second most popular content besides daily life of cute pets. If you want to combine it well with the product, it also has certain requirements on the blogger's own creative ability and daily material accumulation.

(4) Cute Pet Life

Different from daily life with cute pets, this type of content focuses on the interaction between us and cute pets, rather than just the one-sided presentation of pets.

Compared with the daily life of cute pets, there is a lot more room for expression and implantation. At the same time, it also reduces the uncertainty of pets in shooting, and makes people who watch the content feel more involved.

(5) Lightning protection guide

You can either use positive or negative topics such as "pet raising IQ tax" to promote your pet, or you can avoid spoilers and make recommendations from the perspective of product selection and evaluation.

(6) Stockpiling Guide

Generally, this type of note is placed for high-frequency consumables, such as pet food, cat litter, etc., on the eve of a big sale or when the store has related promotional activities.

It can not only release discount information, but also increase the average order value, while also deeply promoting the product!

2. Search Domain

(1) Practical tutorials

Raising a pet is like raising a child. There is always a lot of content to learn and research, and behind every problem there are countless categories of needs.

It is also one of the contents with the most significant long-tail traffic and a very high content retention rate.

Although this type of notes is not as good as in-depth recommendations and reviews in terms of single-article conversion, it can still have traffic influx for a long time after it is released. As long as our brand has plans to continue to cultivate on Xiaohongshu, the overall cost-effectiveness of this type of notes is the highest.

At the same time, this type of content is also essential for new product categories/new concepts that require consumer education.

(2) Purchase guide

We provide scientific knowledge and purchasing guides on how to choose and select a series of products needed in the process of raising pets, especially for categories that are controversial or have strong demand, such as pet food, cat litter, pet nutritional supplements, etc.

This type of content can help us maximize the number of users with precise needs in this category. If you want to promote a brand's super product, you can combine this type of notes with product reviews/evaluations and launch them in large quantities.

(3) Recommended products

In addition to the single product promotion that we are familiar with, the recommendation of a collection of good products based on the scenario and needs is also a conversion tool , such as low-cost cat-raising products, good products for cats with weak stomachs, etc.

Moreover, compared with single-variety grass, it has a longer retention time on the search page and can cover more search terms at the front row, which is helpful for both our product exposure and content value!

(4 ) Horizontal evaluation

It was found that during the advertising process, brands would subconsciously avoid such notes, thinking that doing so would only increase exposure and traffic for competitors.

In fact, even if we do not conduct horizontal testing, users will make comparisons through a series of searches and channels. This not only creates a lot of uncertainty, but also lengthens the entire harvesting chain.

We only need to remember one thing, no matter what form the content takes or from what angle it is implanted and shared, making the content itself valuable and readable is the key to gaining exposure.

Each type of content mentioned above will not only have the function of exposure or conversion. According to our different marketing needs and brand stages, we can focus on the proportion of the two types of content based on the needs of exposure and conversion!

Author: Bobo Marketing Circle

WeChat public account: Bobo Kaixiaozao (ID: gh_8d3fe32c1b38)