Xiaohongshu local store traffic surged 200%

It has become a common phenomenon for offline stores to switch to online promotion and marketing. So how can offline maternal and infant stores do content marketing on Xiaohongshu? This article discusses how to effectively build a maternal and infant confinement center brand on Xiaohongshu from three aspects, and deeply analyzes the operation strategy of Xiaohongshu confinement center brand account. Interested friends are welcome to read on.

1. How to build a brand matrix?

Building a brand matrix is ​​a comprehensive brand strategy process, which involves brand positioning, brand values, target market, brand performance, etc. If a brand wants to build a matrix on Xiaohongshu, it is not enough to just create accounts and notes. The first thing to do is to determine the purpose of the account.

I divide Xiaohongshu accounts into five types : enterprise accounts, personal accounts, blogger accounts, employee accounts, and traffic accounts. In fact, we can divide Xiaohongshu matrix accounts into main accounts and sub-accounts, with brand accounts being the main accounts and the other four accounts being sub-accounts.

A sub-account refers to an account system that revolves around a main account. For example, if I am a WPS brand account, then the sub-account may be WPS Big Cousin, WPS Big Cousin, or Big Cousin Official Customer Service Selection Sub-account. All these accounts operate around WPS.

The advantage of doing this is that when a user sees one of your contents, he or she may not feel much, but when your multiple accounts reach out to you in all directions, the user will see more content forms and their impression of the brand will be deepened, from knowing to understanding to in-depth familiarity. The same customer may consult more than a dozen of our accounts in succession.

Our account will give him a relatively high quotation, and then switch to another sales account and enter the quotation in a different form. In this way, the user is directly connected successfully. For the maternal and infant brand of the confinement center, the first thing to think about is what our purpose is? The second is how to lay out the account. I can tell you some ideas.

1. Regional keywords

Every confinement center, whether it is doing layout or placement, or creating its own account, must have a positioning for each article.

Accurate keywords are directly related to whether your traffic is accurate enough. That is why we have some notes that have a high reading volume, but because the location is too far away, users will not consider going there. Now our regional keywords come into play. Using the region for layout, perhaps the exposure and private message effects will be good.

Because they cannot go to the local area, they can only choose areas closer to their own city, such as Beijing. However, when the content is disseminated, it is people in Guangdong who see it. It is impossible for them to go to such a far place. Users will only choose nearby cities such as Guangzhou or Changsha.

Therefore, when we are creating content and keywords, we must embed regional keywords to let users know where I am from. This can help screen customers and make it easier for customers to make choices.

2. Search keywords

When searching for your confinement center, for example, Guangzhou or Changsha XXX confinement center, have we really laid out the relevant keywords that users will search for?

There must be many areas in Changsha, and these are the keywords they will search for. We must let them know and find out what kind of words they will search for. We must make insights before doing keyword layout.

Three segmentations can be made here. The first segmentation is through the data of third-party platforms. First, we can understand the confinement centers and which city has the highest search volume to understand their recent actions.

The second is through the drop-down box keywords , for example, Changsha confinement center, then at this time I will search the drop-down box of Xiaohongshu, what kind of keywords will appear, this must be understood.

The third method is to embed relevant words in each note. This completes the basic layout of keywords. Try to embed these relevant keywords when you post a note every day. When users search for notes by keywords, your notes can be ranked as high as possible.

3. Crowd light and dark coverage

Some users are now in the stage of preparing for marriage, so we actually need to make advance contact with them. We cannot wait until the users are about to recuperate after giving birth to reach them. We should prepare for this in advance, including when they are getting married, we should create some relevant content and make arrangements in advance.

For example: If you are making sofas, you don’t have to wait until the user buys the sofa to make the layout. What do we need to do?

When users are doing renovations, you need to reach them with content in advance. Even for some users, reaching them once is not enough. They need to be reached multiple times before they decide to buy your products. The problem of falling into a price war with competitors is effectively avoided. We call this the hidden sense of the crowd, but many people do not pay attention to this.

This includes what kind of segmentation can be done in marriage, and in this kind of note content, we look at which type can effectively reach users and allow them to see us in advance and then plan the next step. This must be done.

Find the current needs. For example, when users are two or three months pregnant, as expectant parents, they are already looking for confinement centers, or even earlier. At this time, we need to understand the keywords and plan them.

So your audience coverage does not only mean that they will come to you when they are pregnant. Instead, they may mention keywords such as "preparing for pregnancy" when they are getting married. We have already invested in some related content so that they can know about it in advance.

Many newly married users have no idea about the brand of the confinement center. At this time, we also need to reach out to them, so it is very important to do the second step, which is to cover the light and dark parts of the crowd.

4. Matrix linkage efficiency

As for the linkage efficiency we have demonstrated, many people are thinking that I should go find a blogger, but I cannot find too many bloggers in a month. At most, I can’t handle 10 or 20 bloggers. At this time, the efficiency is very low.

What is the second step?

It is to find a precise group or crowd. At this time, we need to shoot a large number of cases and find more accounts to post content. Many people worry about whether my brand will be blocked. There is an option here, which is to share relevant experiences. This is determined by the soft and hard content.

But in the early stage, if you have a small number of notes, you don’t have to worry about this problem at all. Another thing is that you must do the background authentication of the brand account. When users or officials deduct points from your platform, we will know that you are doing some illegal actions and correct them in time.

Could you please explain in more detail how it should be operated?

If you say that due to geographical limitations, for example, in Changsha, there may not be many local bloggers, you must be worried about the lack of content output. But you can't find so many bloggers. Many people say that the efficiency of operating my own account is still very low, so you have to think of three points:

1. First, what kind of content should I produce and where is the official red line? We must make a plan in advance.
2. The second is how much content you have. For example, if you only post 10 notes a month and one note has 1,000 readers, then you only have 10,000 readers. If 10,000 people see it, how many people can find you? So the amount is still too little.
3. The third is that many people will be entangled in the issue of the authenticity of the account, but in comparison, you must understand that if you only find local bloggers and it all depends on luck, it will be very inconvenient for the blogger, and there are not many such pregnancy bloggers.

In addition to the geographical restrictions, don’t think that having a persona or an account is enough. The rest depends on the content. What kind of content should you choose? What kind of account should you choose? The third thing is how much coverage your content has.

5. True Mother and Baby Diary

The fifth is that some users really have already made some related consumption in your confinement center. For example, if a user stays here for a month, we can communicate with him in advance and ask if he can post a note every day and you can take beautiful photos of him.

6. Use official advertising

Don’t be stingy. If you are sure you want to get exposure in the short term, you have to invest some money, burn information flow, and reach out as soon as possible. You still have to pay for what you should pay.

2. Xiaohongshu Brand "Three Wins" Methodology

The success of a brand depends largely on how the top leader operates it. The combination of the "three wins" methodology can make the brand stand out in a highly competitive market environment. Next, we will explain the specific connotations of these three aspects and how to use them.

1. Shisheng-Creative Release Time

Xiaohongshu is a content platform, and timeliness is very important. In order to maintain the competitiveness of the brand in the market, it is necessary to keep up with the trend, constantly innovate and publish attractive content. When your content is novel and creative, it can be quickly spread in a short time.

2. Quantity wins - number of notes

When I was communicating with students, I said that on Xiaohongshu, the amount of content published is also important. Some people think that the quality of the content of the notes is the main key factor, but in fact, the number of notes is also important. Compared with publishing only 30 notes a month, it goes without saying that the exposure of publishing 100 notes a month is definitely higher.

If a note is viewed by about 1,000 people, 30 notes a month will have a monthly view of about 30,000. But if you post 100 notes a month, the monthly view of your account will be about 100,000. Then, in the face of note playback volume, your brand exposure will have an advantage. The reach rate will be higher, and when users browse content, more choices will increase the chances of your brand content being noticed and shared.

However, it is not enough to focus only on quantity, the quality of content is also crucial, so while ensuring the quality of content, the number of releases should be appropriately increased.

3. Winning rate (hot article rate, cover, reach rate, SEO, ROI, conversion rate)

On platforms like Xiaohongshu, the probability of reaching is often higher than on other platforms. This is because Xiaohongshu's user base is more active and sticky, and the platform recommendation system pushes relevant content based on user interests. Therefore, through efficient content planning and publishing, your brand content can reach the target audience faster and achieve brand dissemination and promotion in the process.

Of course, if your content is mainly for traffic, you can also add the traffic rate. Brand leaders need to strike a balance between winning at the right time, winning at the right time, and winning at the right rate in order to succeed on content platforms like Xiaohongshu. This means that you need to pay close attention to market trends, keep your content fresh and creative, and pay attention to the number and quality of posts to increase your brand's visibility and influence among your target audience.

3. Analysis of Xiaohongshu Confinement Center Brand Accounts

Xiaohongshu brand account case 1: Shenzhen Aidi Palace Confinement Center

(Overview of Xiaohongshu account: Followers - 65,000 Likes - 528,000 Notes - 761 articles)

We can see from the account homepage that there are several points worth learning from the confinement center. One is that it will use time to increase user trust. It is a confinement service brand with 16 years of history. It is positioned as a professional confinement center brand, focusing on confinement care, postpartum recovery, maternal and child care and other fields;

Second, it demonstrates brand belief and makes all customers feel that this confinement center is trustworthy;

Third, the content is mostly based on the real customers’ experience. There are reasons why more users choose them. Service brands focus on the quality of the service and the real needs of users.

The content is mainly practical and storytelling, mainly sharing practical information such as postpartum care tips, postpartum diet, maternal and child products recommendations, customers' real postpartum recovery experience, showing the professional services and success stories of the confinement center, and helping mothers and new parents solve problems. The high-quality notes and videos show the environment, facilities and services of the confinement center, providing users with intuitive reference.

I have summarized the characteristics of its explosive articles, which mainly have three advantages:

1. Good at tracking hot topics: Pay attention to hot topics in the fields of mother and baby, and parenting, and create works based on the characteristics of the confinement center.
2. Good at solving user pain points: Deeply explore the pain points of mothers and new parents in postpartum care and provide practical solutions.
3. Good at emphasizing professionalism: highlight the professional team, services and facilities of the confinement center to improve user trust. When operating the account, Xiaohongshu operators will actively respond to user comments and private messages, answer questions, and improve user stickiness. They will also promote brand cooperation and linkage, seek cooperation with other maternal and child brands, bloggers, and related experts to expand brand influence. At the same time, they will also hold events from time to time to increase brand awareness and market share through preferential activities, knowledge lectures, etc.

Xiaohongshu brand account case 2: Xiyuege Confinement Center

(Overview of Xiaohongshu account: Followers - 145,000 Likes - 293,000 Notes - 109 articles)

Let’s first look at the fourth picture above. The Xiyuege Maternity Center account published its first note in November 2021. The data is relatively good, with nearly 2.5 likes and collections. The data for the first few notes were relatively good. Later, due to the lack of management of the account and the inability to keep up with the output of notes, the data declined.

The early content was provided by experts from the confinement center. The confinement center environment and food display, comfortable space and complete equipment won the favor of users and visually brought users into the confinement center . Practicality + knowledge output + real environment display attracted a lot of attention and interaction from mothers.

The content planning of Xiyuege Confinement Center mainly revolves around the following aspects:

• Postpartum care knowledge: introduction to postpartum diet, postpartum care precautions, postpartum center environment, etc., to help pregnant mothers understand how to carry out scientific care during the postpartum period.
• Postpartum recovery: share methods of postpartum recovery, postpartum body shaping, postpartum psychological adjustment and other aspects to help new mothers restore their physical and mental health.
• Parenting knowledge: Provides parenting skills, baby care, parenting experience and other aspects to help new parents take better care of their babies.
• Introduction to the services of Jubilee Pavilion Postpartum Care Center: By introducing the center’s service items, environmental facilities, professional team and other aspects, we attract potential customers to understand and choose Jubilee Pavilion Postpartum Care Center.

The account content combines social hot topics, interprets postpartum care, postpartum recovery, parenting knowledge, etc., to increase the attention and dissemination of articles. It will publish some interactive topics, such as sharing of postpartum recovery experience, collecting parenting problems, etc., to encourage users to participate in discussions and increase interaction. At the same time, it will add some practical content, such as postpartum diet recipes, baby skin care tips, etc., to meet the actual needs of users.

Xiyuege Maternity Center provides users with valuable content on maternity care, postpartum recovery, parenting knowledge, etc. through carefully planned content, seizing opportunities for hot articles, in-depth analysis of note data, and continuous optimization of account operations on Xiaohongshu, thereby improving user satisfaction and attracting potential customers to understand and choose Xiyuege Maternity Center.

Xiaohongshu brand account case 3: Meiyuege Confinement Center

(Overview of Xiaohongshu account: Followers - 60,000 likes - 331,000 notes - 461 articles)

The explosive rate of Meiyuege Confinement Center is relatively high, and the notes are basically small explosive articles. The content is mainly based on teaching by example. Through daily communication between customers and nurses and technical guidance for mothers to take care of their babies, the video content is real and penetrating. Each video is based on the pain points of mothers, including the correct sleeping position for babies, homemade pillows, waking up babies on the ground, and correct burping... By exploring user needs and formulating valuable content close to the actual users, more target users can be attracted.

Shooting content from a nurse's perspective appears more professional. Mothers can follow along by following the video, which can easily stimulate their desire to practice and arouse users' sense of resonance. User interaction will be more emotional. Videos can be used to display knowledge such as confinement care and postpartum recovery to improve user reading experience.

(Overview of Xiaohongshu notes: Likes - 25,000 Collections - 13,000 Comments - 307)

We saw this note, which is one of the most popular articles on the Meiyuege Confinement Center account. This note talks about how to correctly put a sleeping baby to bed. Putting a sleeping baby to bed may seem simple, but in actual operation, many parents may encounter the problem that the baby is easily awakened. The main contents are as follows:

(1) Hold your baby gently

First, hold your baby gently in your arms, making sure to support his head and neck. Avoid sudden movements that could wake your baby.

(2) Slowly approach the mattress

When your baby is asleep, slowly bring him to the bed, keeping a steady pace and position as you approach the mattress to avoid any unnecessary vibrations.

(3) Tilt your body so that your baby’s buttocks land first.

Place your baby's buttocks on the bed first, so that your baby can feel the support of the mattress, which helps relieve your baby's tension. Then, slowly place your baby's body on the bed.

(4) Pat your baby’s back gently

Gently pat the baby's back to calm the baby and help the baby fall asleep better. Do not pull your hand away immediately. Gently pat the baby's back and make a hushing sound. After the baby is completely asleep, pull down the baby's hand. If it is soft, you can pull your hand out.

(5) Place the pillow behind the baby

Make your baby feel more secure and sleep more soundly

(6) Safe sleeping environment

Make sure your baby's sleeping environment is safe and don't place too many bedding and toys on the bed. Your baby's sheets should fit snugly on the mattress to prevent your baby from getting entangled. In addition, to reduce the risk of SIDS, it is recommended that your baby sleep on his back and avoid using pillows.

The content is very useful and guides users step by step. When your content is useful enough, users will like, collect and comment on it. If the content on your homepage can attract users, then users will follow you.

As a maternity and infant confinement center, how should the confinement center do content promotion and publicity? We can create content from the following angles: customer daily records, 30 days of different meals, nurse teaching, expert lectures, dads taking care of babies, postpartum recovery, environment introduction, etc. In fact, there is no shortage of content, it’s just a question of how to present it.

• Nurse teaching - professional knowledge sharing: Post professional knowledge and skills on maternal and child care, postpartum recovery, baby raising, etc. on Xiaohongshu to attract target users by providing valuable information. These contents can include articles, graphic tutorials or short videos to meet the preferences of different users.
• Customer daily records - customer case presentation: Share the customer cases of the confinement center and show the services and results that customers have experienced in your confinement center. This can include the customer's postpartum recovery, the baby's growth progress, and the customer's evaluation and feelings about the confinement center. This will help increase the trust of potential customers. ‍‍
• Environment introduction - environment and facilities of the confinement center: Publish real-life photos and videos of the confinement center to show the elegant and comfortable environment and advanced facilities. This can help users understand the hardware conditions of the confinement center more intuitively and increase user favorability.
• 30 days of different meals - Nutritious meal presentation: Share the nutritious meals provided by the confinement center for mothers on Xiaohongshu, including pictures of delicious dishes and the production process. This will help show the confinement center's emphasis on maternal dietary health and stimulate users' interest in the confinement center.
• Offline event preview and review: Publish information about offline events held by the confinement center, such as free lectures, parent-child activities, etc. This can attract potential customers to participate and have the opportunity to convert online attention into actual offline consumption. At the same time, you can also publish event review content to show the wonderful moments of the event.
• Introduce cooperative experts: Introduce cooperative experts of the confinement center to users, such as obstetricians and gynecologists, nutritionists, psychological counselors, etc. This will help demonstrate the professional strength of the confinement center and increase user trust.
• Fans’ benefits - Interactive Q&A: Interactive Q&A activities are held regularly, inviting users to ask questions about maternal and child care, postpartum recovery, etc., which will be answered by experts. This will help increase user engagement, and also collect user needs and pain points, providing direction for optimizing services.

The content of offline stores mainly displays authenticity, comfortable environment and thoughtful service, so that users feel that the money spent here is worthwhile. At the same time, when the account is doing the matrix, the combination of content is equally important. Finally, in the process of brand building, the brand matrix helps to enhance the brand image and convey the brand value to potential customers.

Apply the “three wins” methodology, keep an eye on market trends, achieve a win-win situation in both quantity and quality, and increase user engagement.

Finally, based on the experience of disassembling the brand number of confinement centers, various resources are integrated to achieve effective interaction between the brand and users, thereby enhancing brand awareness and reputation.

In the future brand building and marketing process, companies should continue to pay attention to market changes and constantly adjust strategies to adapt to the evolving market environment. At the same time, they should pay attention to user experience and needs, provide users with better products and services, and further consolidate their brand position.

Author: Zhuang Jun

Source: WeChat public account "Zhuang Jun (ID: zhuangjunweixin)"