Xiaohongshu pyramid operation model: from traffic to strategy, from short-term to long-term value

How to create a hit article on Xiaohongshu? Is the product suitable for Xiaohongshu? How to place an advertisement? How to choose an influencer? How much does it cost to place an advertisement on Xiaohongshu? Many people have such questions. This article mainly introduces the pyramid operation model of Xiaohongshu from four aspects: traffic, business, brand and strategy. It thinks from top to bottom and bottom to top, analyzes the gradual evolution of Xiaohongshu from traffic to strategy, and from short-term to long-term value, and helps merchants to sort out the underlying operation logic at different stages.

After reviewing recent communications with customers, I found that most of their issues are the same.

How to create a hit article on Xiaohongshu? Is the product suitable for Xiaohongshu? How to place an advertisement? How to choose an influencer? How much does it cost to place an advertisement on Xiaohongshu? And so on.

In response to everyone’s questions, I have summarized a pyramid layered model to help you sort out the underlying logic that merchants at different stages should pay attention to. No matter how far you go, you must not forget where you started.

The pyramid layering model mainly starts from four levels: traffic, business, brand and strategy.

Figure 1: Four major aspects of Xiaohongshu’s operation

1. Traffic Layer

Traffic is the most common problem in operations, such as what to do if the account is limited, how to maintain the account, how to read the small eyes, how to attract traffic, how to operate the matrix account, and what to do if the traffic is limited.

The essence of solving the traffic problem is to have sufficient understanding of the platform and to learn various operation skills and methods. Most of the Xiaohongshu agencies on the market are still stuck in traffic operation. Even I have written a lot myself, after all, they all need to make a living.

It is undeniable that traffic is the most basic and core aspect of Xiaohongshu's operation, but as a brand operator, we must not be completely obsessed with traffic, otherwise we will be trapped by the platform traffic. We should improve our thinking dimension and understand traffic from the business, brand and strategic levels.

2. Business Level

The business level is higher than the traffic level, and this stage is thinking from the pallet level.

If you are a merchant, you need to think clearly about what products to sell? How to combine products? Can you generate profits? If it involves traffic investment, you need to consider whether the average order value of the product can support the traffic investment.

For example, when the average order value of a product is less than 50 yuan, if you want to use Xiaohongshu to attract traffic, it is obviously not possible to do it for a long time because the advertising costs cannot be supported.

Similarly, for individual bloggers, you need to think clearly about your monetization model. What do you rely on to monetize? Do you rely on business orders, columns, or 1V1 consultations? Only by thinking clearly about your monetization model in advance can you avoid always generating electricity for love.

How do bloggers choose monetization methods? Use Huitun data to pull 3-5 benchmarks to see their monetization methods, whether they have business orders, and whether the top notes have 1-on-1 consultation private domain conversions.

3. Brand layer

The core of the branding stage – all the placements on Xiaohongshu are to build the brand and let users recognize the brand. What is a brand? A brand is the symbol and brand of a product. What kind of product should be chosen to solve user problems?

How do names and symbols spread? All our work is to convey what kind of brand awareness we want to give to customers through professional accounts, influencers and advertisements.

When building a brand on Xiaohongshu, we should not only focus on short-term recognition, but also treat Xiaohongshu as a communication and sales channel to build brand awareness through the Xiaohongshu channel.

To establish a brand, you need influencers and IP to jointly organize activities to increase brand potential. Find the selling point, continue to spread and operate it, and then use the brand Xiaohongshu operation pyramid to operate it.

Figure 2: Xiaohongshu brand placement methodology

4. Strategic Level

The strategic level is to consider whether to do Xiaohongshu? What resources should be used to do Xiaohongshu? Why do we need to do it? Is it necessary to do it?

Consider it from the overall perspective. If your product does not really need the Xiaohongshu channel, it does not necessarily mean you have to use Xiaohongshu.

The premise of using Xiaohongshu is to think clearly whether the Xiaohongshu audience is suitable for your own products. From the current stage of Xiaohongshu, I think it is better to put some public accounts for promotion in the early stage, which is more conducive to users' understanding of the brand, and it is not necessary to use Xiaohongshu first.

Figure 3: A brief description of the Xiaohongshu crowd portrait

Anyone who does Xiaohongshu needs to consider traffic, business, brand and strategy. It can be top-down or bottom-up, but for large companies, they all consider issues from the bottom up, from traffic to strategy, and gradually evolve.

Author: Jianghe Chats About Marketing

Source: WeChat public account: Jiangheliaoyingxiao (ID: jiangheliaoyingxiao)