This is what I concluded behind the sales of 60 million goods on Xiaohongshu store?

Recently, the drawers of my colleagues in the company are filled with all kinds of filling snacks and health products, from black wolfberry to sesame paste, to rose tea and health pots. While satisfying their cravings, they also focus on health and fat loss. On Xiaohongshu, both snacks and the big health track have huge potential.

Focusing on the food market, the market competition is becoming increasingly fierce, but the demand is still strong. Consumers' pursuit of novel flavors, unique packaging and high-quality taste has brought huge opportunities and challenges to food brands.

In this article, I will lead you to explore the market trends and marketing strategies of Xiaohongshu's food track. Whether you want to learn about the latest food trends or hope to master successful marketing methods, this article will bring you valuable insights.

So, please don’t be distracted, let’s take a look together.

1. Food track: market trends and user consumption psychology

2. Brand layout: Food marketing strategy on Xiaohongshu

3. The secret of successful food brand marketing 1. Food track: market trends and user consumption psychology The users of food and beverage industry are concentrated in students aged 19-22 and working people aged 26-30. They are mostly concentrated in new first-tier and second-tier cities. Women account for 78% and men account for 22%.

According to data, the snack industry has maintained a rapid growth momentum, consumers' tastes are becoming increasingly diversified, and their pursuit of health, personalization and quality is also getting higher and higher.

In the first half of the year, the volume of interactions on food and beverage recommendations exceeded 100 million, with the top three categories being “fresh fruits and vegetables, oils, grains and dry goods, and snacks.”

In terms of the number of notes, cereal brewing accounted for the largest proportion of 28.02%; snacks accounted for 11.12%. There are too many cereal brewing products, such as oatmeal, sesame powder, weight loss powder... The industry's traffic growth momentum is obvious. In the second half of the year, there is still a broader space for user attention to be explored on the platform. Brands can seize the opportunity to enter the market and jointly welcome the next new topic.

Like their colleagues in the company, they pay more attention to their health and eating habits. They seek healthier, nutritious and natural snack options. This has led to the rise of the healthy snack market, including organic, additive-free, low-sugar, high-fiber and other products.

The food track maintains a rapid growth trend on Xiaohongshu, and consumers' pursuit of health, personalization and quality has driven the development and innovation of the snack market.

Young consumers of Generation Z want to try snacks with novel flavors, unique packaging and special recipes. Brands work hard on packaging, color, flavor, etc. to attract consumers, especially packaging. Every time Heytea collaborates with other brands, it will design new packaging and peripherals, which is why it sells well.

Good packaging can encourage users to promote the product spontaneously.

Secondly, young people nowadays pursue excitement and novelty. The food market often launches novel flavors and creative packaging to attract consumers who seek novelty and excitement, such as coriander-flavored potato chips, coriander-flavored biscuits, etc. For these consumers, trying new food experiences is an exciting adventure.

Then there is emotion regulation. Food is sometimes used to regulate emotions. For example, when you are stressed, lonely or bored, food can bring comfort and relaxation, helping to relieve negative emotions.

Understanding the consumer psychology of food brands is of great help to the brand in formulating more accurate SEO, thereby attracting target consumers, improving purchasing decisions and establishing lasting user relationships. Next, how should food be marketed on Xiaohongshu? Brand layout: Food marketing strategy on Xiaohongshu 1. Define the scope of the crowd

On the Xiaohongshu platform, it is very important to define the scope of the target audience. For the younger people who tend to maintain health, including fitness people, fat loss people, health people and mothers and babies, we can market based on their search habits, pain points and needs, highlighting the value points of the product.

Take cereal as an example. Although there are various cereal products on the market, we need to find selling points that are different from our competitors in order to meet the needs of our target population.

For people who are into fitness or fat loss, they may have specific needs or concerns when purchasing cereal products. If we can raise these concerns and combine them with the trends on the Xiaohongshu platform, and carry out marketing promotions at different nodes, we can stand out from the competition.

They may penetrate into the fitness crowd or the mother and baby crowd. For the mother and baby crowd, especially the mothers born after 1995 or 2000, we need to understand their demand for food and their requirements for specifications. In terms of brand marketing, we need to customize content for them and discuss topic selection with KOLs and KOCs, combining the types of hot articles suitable for the market.

However, if we are targeting the mother and baby population, we may emphasize zero-added ingredients and work with mother and baby bloggers. This is just an example of the difference between the two populations. Therefore, we must clearly identify who the target population is at the beginning so that we can tailor content and marketing strategies for them.

In the food market of Xiaohongshu, accurately identifying the target audience and understanding their needs and preferences are the keys to successful marketing. Through cooperation with KOLs and KOCs and customized content for different groups of people, brands can better meet the expectations of the target group and increase brand interaction and awareness with users.

So we have to determine who the infiltrated group is at the beginning.

For example:

As a traditional automobile brand, Wuling has successfully transformed its brand positioning. Although this brand is not directly related to the food track, we can learn some valuable lessons from it.

In the past, Wuling mainly produced commercial vehicles such as vans, and the consumer groups it targeted gradually decreased, and its spending power also declined. However, Wuling has transformed its brand positioning and focused on young people. They realize that young people have stronger spending power and purchasing power, and promote models of the same price to this target group, thus achieving a successful transformation of brand positioning.

The reason why this transformation was successful in brand positioning is that Wuling accurately perceived the changing trends in the consumer market and made adjustments based on the needs of the target audience.

Young people's demands and preferences for cars are different from those of traditional consumer groups. Wuling can adapt to this trend, reposition its brand image, and meet young people's demands for fashion, technology, and personalization.

Wuling's transformation in brand positioning was relatively successful. They achieved the goal of brand transformation by accurately understanding market trends and the needs of target audiences, repositioning the brand image, and conducting offline training activities in marketing.

This success story reminds us that in any industry, accurate brand positioning and close connection with the target audience are key elements to achieving commercial success.

Back to the fitness population, there must be one or two more groups of mothers and babies that can be dug out, so here it is not just about telling you how to advertise on Xiaohongshu, but also about considering what group to target from a strategic perspective.

How to quickly find the selling points of the crowd

One is direct competitor, and the other is to conduct research on bloggers, which will form the content accuracy of this matter. What we need to do is to optimize on the basis of others, and get cross-border things, and then put them in our category, which not only achieves innovation but also completes basic quantity.

The basics and the difference between keeping to the right path and doing something surprising, we need to do some small differentiation based on what others are doing now. This is a point in the early stage. I think the focus of each point and each note is on what kind of feeling it gives, rather than on what the brand is like.

If your goal is to sell goods, then every penny must be spent wisely.

2. Occupy the search rankings: seize the SEO/SEM opportunity

Next, let’s take a look at some of the search habits of food lovers. Brands can plan ahead based on these hot search terms and conduct targeted marketing.

First, use the data platform/official information to check the search habits of snack users on Xiaohongshu. Only by knowing yourself and the enemy can you win every battle. First, conduct a keyword analysis to understand the popular search terms and long-tail keywords related to snack brands.

It can also be obtained through Xiaohongshu’s search function, hot topics, competitive product analysis, etc.

[User Search Habits] According to Xiaohongshu's monthly report, the most popular search term for snacks is cake, followed by snacks and snack recommendations. This data reflects consumers' attention to and demand for dessert snacks.

By paying attention to the development trend of cakes and other dessert snacks, launching products that meet consumers' tastes and preferences, and providing personalized snack options and actively participating in interactions with consumers, brands can meet their needs for fresh and interesting snacks. By paying close attention to market trends and consumer needs, brands can better position themselves and win consumers' attention and loyalty. (Xinhong Data, a subsidiary of Xinbang)

According to Xinhong data, in the past 30 days, the search keywords for food related keywords such as snacks, small snacks, and snack sharing have the highest search popularity, with a real-time popularity of 2145.34w, exceeding other food related keywords by 94.65%. Regarding the notes on snacks, a maximum of 8093 notes were published in one day. In terms of quantity, users have a high demand for snacks, and an even higher demand for products with efficacy, such as low-fat snacks and 0-calorie snacks.

[What is Xiaohongshu SEO? ]

Xiaohongshu SEO is also called page ranking, keyword ranking, placeholder, and pit occupying.

That is, search engine optimization, which is a way to improve the brand's ranking in Xiaohongshu's search engine results, as well as the visibility and traffic of its ranking in the search engine results, by optimizing the content on the Xiaohongshu platform.

After the personalized recommendation is completed, most of the subsequent natural traffic comes from search. Even though the search rankings in the Xiaohongshu community are different for each person, under equal circumstances, optimized notes will always rank high.

Keywords are embedded in the title, text, cover, topic, etc. Users search through keywords. The better your note SEO is and the more interactions you have, the higher the note ranking will be. According to backend data, users search through keywords such as So Acai, baked oats, chia seeds, etc. The conversion rates are relatively high, which are 10.49%, 10.62%, and chia seeds 12.75%, respectively. This has played a positive role in attracting potential users and promoting purchasing decisions. Our common keywords are the following 10 keywords. Let's take 3 of them as examples to explain: (Image source: Content Villa course content)

1) Segment keywords

Taking [snacks] as the main keyword, we detected on the Juguang platform that the user search rates for snack recommendations, office snacks, snacks for fat loss, low-calorie snacks, and delicious snack recommendations are relatively high. When we do keyword layout, we try to choose keywords with high search rates but not many notes. The competitiveness is not so high and the user has a higher chance of searching for your notes. Segmented keywords are more specific and more in line with the user's search intent. At the same time, the competitive pressure is relatively small. Our goal is to sell goods. Too much competition will only make you spend more money to buy keyword rankings.

2) Crowd words

Understand the characteristics of the target population and find the crowd words related to the product. On the Xiaohongshu platform, by observing the interests, needs and behaviors of users, you can understand their crowd characteristics.

For example, targeting young office workers, you can use crowd words such as "white-collar snack recommendations", "office niche snacks", "afternoon tea snack sharing", etc.

These crowd words can more effectively attract the target audience and increase click-through rate.

3) Demand words

Understand the specific needs of users searching for snacks on Xiaohongshu, such as "low-fat snacks", "high-protein snacks", "sugar-free snacks", etc. Brands can create content, recommend products and share solutions for these demand words to meet user needs and increase brand exposure and influence. Use the SEM advertising function to select keywords related to food brands for advertising. By setting the appropriate layout, target audience and advertising format, brand exposure and click-through rate, guide users to the brand's content and product pages.

Optimize the image tags and description information of the notes, add relevant topic tags, increase attention and encourage user interaction and comments, increase the interactivity and credibility of the posts, and further improve the ranking. This is a necessary action to improve keyword searches. Brand leaders and Xiaohongshu operators should pay attention to this section. Many Xiaohongshu operators have not paid attention to SEO layout. Look through your previous notes. If not, make adjustments to the later notes.

3. Carry out dissemination in stages

On the one hand, we need to see what the brand's phased goals are, because sometimes brands are also very entangled. Whether you want to make your brand or category stand out, you have to spend more money, but if you just spread the brand, what problems can I solve for users, this will basically bring growth to our sales. We have to do it according to the phases, and don't put two things at the same time. Sometimes you will be caught in a dilemma. Don't look at how successful other people's brands are. Look through their success to see what actions they have taken behind the scenes to achieve success, how much information flow their brand has burned through the explosive articles, and see the phenomenon through the appearance.

The second is that we see competitors taking actions. In fact, sometimes these things may not have a big impact on sales growth. We must make it clear that the point-to-point ones are effective, rather than staying at the layout. Generally speaking, we test them out one or two months in advance, exclude the ones that are not very compatible with the current purpose, and put them aside for later. For example, I can test the live broadcast, and after it is really running, I will copy it with multiple accounts, which will be much smoother.

There is a term called the content power of Xiaohongshu. A set of such models must be sorted out. In the future, when we enter other categories or add new staff, we can also execute them according to this set of content power models. To put it bluntly, it is the entire process of the content factory. Other things, such as what kind of blogger to find, do not seem so important under this branch.

4. Xiaohongshu influencers distribute live broadcasts/self-broadcasts

So Acai has a total of 42 products in its Xiaohongshu store, with a total sales volume of more than 50,000 and an average unit price of 50. The total store sales volume is more than 2.5 million. The best-selling product is oatmeal breakfast, with sales of more than 12,000 . From the sales volume, we can see that most of the customers are office workers, and the brand user group has a high demand for healthy and fast food.

Xiaohongshu Enterprise Account has about 20-30 live broadcasts per month, almost one live broadcast every day. As Double Eleven approaches, the number of live broadcasts on the account is expected to increase, and the duration of the live broadcasts will be extended.

Xiaohongshu stores have sales of 4,000+ per day, with the highest daily sales of 40,000+ in the past 30 days. On August 21, the store sold more than 900 products through live streaming, further proving the effectiveness of live streaming in driving sales. This year, Xiaohongshu live streaming is a trend and an opportunity, and Xiaohongshu's "buyer era" has further verified this trend.

In addition to self-broadcasting, you can also find some well-known KOLs to cooperate with brand specials, use their influence and fan base to expand brand exposure and popularity, and promote products through breaking the circle. In the past two days, I communicated with a Xiaohongshu e-commerce boss and learned that since Xiaohongshu has vigorously supported Xiaohongshu e-commerce this year, the first wave of merchants who have benefited from Xiaohongshu e-commerce have made a profit of about 60 million in one year. With the help of Xiaohongshu live broadcast and buyer era, brands have been provided with an innovative marketing channel and user interaction platform, which has brought opportunities and growth potential, strengthened interaction and relationship building with users, and improved brand awareness and sales performance.

The marketing layout of Xiaohongshu is a long-term strategic process. Over-emphasizing product selling points is too blunt. It is better to pay more attention to in-depth communication and building connections with target customers. The marketing layout of Xiaohongshu needs to pay more attention to providing valuable content, storytelling brand promotion, introducing user UGC, establishing interaction and relationships with users, and creating a community atmosphere. The secret to the success of food brand marketing

Today I will be dissecting a food brand that operates a closed-loop e-commerce business on Xiaohongshu. By leveraging the unique characteristics of the Xiaohongshu crowd, it has disseminated value to this user group and has achieved good results.

[So Acai Xiaohongshu crowd analysis] (displayed by [Xinhong Data] under Xinbang)

So Acai’s fans on Xiaohongshu are mainly female, accounting for as high as 85.08%, while male fans account for 14.91%.

The main audience group of So Acai on Xiaohongshu is the 25-34-year-old group. Consumers in this age group usually pay more attention to healthy eating and health preservation. They have a certain purchasing power and are more concerned about their physical health and pursue high-quality food and nutrition.

In terms of regional distribution, Guangdong is the main user base of So Acai on Xiaohongshu, accounting for 11.14%, followed by Shandong, accounting for 7.16%. Consumers in Guangdong and Shandong have a high interest in and demand for healthy eating and So Acai products.

(Displayed by Xinhong Data under Xinbang)

In the past six months, So Acai has published 171 notes, with an estimated reading volume of 1.9151 million and a 7% explosive rate. Although the explosive rate is not high, the interaction volume is being maintained, users are eager to comment, and the account weight is good, which is conducive to improving the store and conversion rate. Next, let's see how the brand conducts content marketing.

【So Acai】Xiaohongshu account (Xiaohongshu data overview: fans - 122,000, likes and favorites - 454,000, notes - 527)

So Acai, published 527 notes on Xiaohongshu, with 454,000 likes, which means that the average number of likes per note is about 861;

Focusing on the brand tone, the overall tone of the account is green, which is visually similar to his product kale, forming a visual consistency and shaping a personalized image for the brand.

Visual memory allows users to immediately recognize the brand when browsing So Acai's notes and deepen their memory of the brand. The content of the notes is mainly tutorial and guide notes (various ways to eat the product). The content creation method helps to convey the brand's focus on healthy eating and provide users with valuable information and inspiration.

Through personalized matching, we can create delicious and good-looking food by pairing products with each other. For example, there are 4 magical ways to eat acai berry powder. We can reach users through the eating method, taste, and aesthetics, and also reach users through keywords such as nutrition, efficiency, health, convenience, laziness, and fat loss.

By using keywords to position the core user group, it attracts users who pay attention to health and pursue efficiency and convenience, which is in line with the core users' pursuit of healthy food and convenient lifestyle.

Differentiation: Focusing on creating healthy products, the company showcases the unique flavor and creativity of its products by creating a variety of ways to eat and pair them. This differentiated display method can attract users who are looking for fresh and interesting food experiences and make them interested in So Acai.

In addition, So Acai emphasizes nutrition, health and fat reduction in its content, highlighting its advantages in the field of healthy diet compared with other similar products. This differentiated positioning enables users to form a unique perception of So Acai and choose its products as the first choice for healthy diet.

So Acai is committed to establishing direct connections with consumers and attaches importance to every communication with consumers. It hopes that through more sincere communication, consumers can fully understand the brand concept, establish a trusting relationship, and promote their products subtly.

Create a precise tone of healthy life, take family fat loss and lazy people as entry points, provide high-quality solutions for consumers who pursue healthy eating, and bring real healthy eating into daily life.

Summarize:

Looking at the essence through So Acai's marketing on Xiaohongshu, success has been achieved through precise customer segmentation and differentiated marketing and promotion strategies. Targeting different customer segments and adopting different marketing and promotion strategies is an effective method. The brand can improve marketing conversion effects more comprehensively, accurately and effectively.

In addition to customer segmentation and differentiation strategies, effective communication and interaction between brands and users are also key factors.

However, successful marketing does not rely solely on the platform itself, but also requires effective communication and interaction between brands and users, continuous efforts and close cooperation with users.