After analyzing 800 popular articles, I discovered the gameplay of the explosive content in the wine category of Xiaohongshu!

How can tipsy low-alcohol wines stand out on the Xiaohongshu platform? How can alcoholic beverage brands create popular content? The author of this article shares the characteristics of popular low-alcohol wines and how to create popular notes. It is full of practical information. Let's learn together!

In the trillion-dollar alcohol market, liquor, beer and wine have always been very stable and mature markets.

But in recent years, as the female group, which has been ignored by alcohol brands, has joined the consumer army, low-alcohol wines that are more in line with female tastes have gradually occupied the alcohol market.

The low-alcohol liquor we are talking about here generally refers to liquor with an alcohol content of less than 20%, including wine, fruit wine, soda wine, pre-mixed cocktails, craft beer, rice wine, etc.

Data shows that in 2020, there were more than 5,000 new low-alcohol beverage brands on Tmall alone . In addition, traditional beverage and alcohol giants have also crossed borders to expand into the low-alcohol beverage market.

Although the market potential is huge, the number of players entering the market is increasing year by year. How can we stand out from many competitors, make consumers remember us, be willing to pay for us and even become loyal fans? This is a difficult problem for everyone in this track.

For the entire wine industry, the main users are distributed in first-, second- and third-tier cities. They have certain requirements for quality of life and sense of ritual, and are in a state of consumption upgrading.

Based on this situation, young users on Xiaohongshu obviously have considerable say.

Because low-alcohol drinks give people a slightly tipsy feeling, they are collectively referred to as "slightly tipsy drinks" by Xiaohongshu users.

Today we will take a look at how to create popular content in the category of tipsy and low-alcohol liquor on the Xiaohongshu platform!

1. Characteristics of the popular low-alcohol wines on Xiaohongshu

Every time I talk about the gameplay of popular content in a certain track, I will not ignore product selection.

On a strong product promotion platform like Xiaohongshu, a product selection that is more in line with users' aesthetic preferences will make our marketing more effective!

On Xiaohongshu, 86% of users interested in alcohol are born after 1990.

In terms of categories, plum wine, red wine, and fruit wine are still the most frequently searched categories. In addition, more DIY and creative combinations such as cocktails and cola barrels are also their focus.

1. Good looks

The "appearance consumption" that has been popular in recent years is particularly prominent on Xiaohongshu.

The products and content that are popular on Xiaohongshu are, without exception, good-looking, stylish, versatile, simple and have a certain aesthetic.

This is no exception for low-alcohol wines.

Traditional beer packaging and black bottle packaging of wine have difficulty attracting users' attention on Xiaohongshu.

There are generally two types of color matching.

One type is very individual and fashionable patterns and contrasting colors. The design shows that its target users are fashion gurus who pursue trends and are willing to try new things.

The other type is mainly Morandi and cream-colored wine, and the main target users are petty-bourgeois and stylish women.

It can be said that based on the appearance, the target population has been screened and differentiated according to their preference characteristics.

2. Unit price is around 100 yuan

In terms of the efficiency of grass-growing, in addition to appearance, price is also an important factor.

I found that those that are popular on Xiaohongshu, especially new brands that can quickly increase sales, have a unit price of around RMB 100, and those with a price range of 40-80 are the easiest to become popular.

This price is at a level that most of Xiaohongshu's target users of low-alcohol liquor can enjoy frequently and trial and error at low cost.

These two points are also the basic demands of Xiaohongshu's low-alcohol drinkers, and we can get a glimpse of them from those popular contents.

2. How to play with the hot-selling content of wine on Xiaohongshu

Data shows that in the low-alcohol beverage category of Xiaohongshu, 63% of users do not have a clear brand choice before entering the search page , which means that their search terms will focus on category words, scenario words and demand words.

Therefore, in the layout of content keywords, we need to focus more on the three search terms, rather than focusing on our brand words .

This also means that we will have more room for horizontal development in terms of content themes.

In this way, our focus will be on creating popular notes and guiding orders, rather than on the accumulation of brand content.

1. Single grass species

In single-variety grass, there are generally two ways of presentation.

(1) Stock up and shoot directly

Stockpiling will give people a very strong visual impact, and also indirectly convey the two points of "delicious" and "unlimited repurchase".

The title and text need to name the category, that is, XX wine, to facilitate retrieval and retention.

In this note, there are four different flavors, which will be matched according to different user preferences.

For example, those who like sweet and smooth taste can try the white peach oolong flavor, while those who love strawberries must try the strawberry roselle tea flavor, etc., instead of simply describing the taste.

Because the taste itself does not resonate strongly with users, such as fresh and natural, sweet aftertaste, rich layers, etc., just looking at these words, they are actually also applicable to competing products.

At this time, labeling their preferences is the easiest way to make them feel involved and promote order conversions!

(2) Atmosphere display

On the premise that our appearance has an advantage, if we take clean, simple, and even atmospheric photos, we can also stand out in the waterfall flow.

In terms of themes, it can be certain scenarios, such as a drink for one person, a gathering of sisters, a goodnight drink, or it can be simple sharing, a cocktail tutorial, etc.

(3) Seasonal living

An interesting phenomenon is that I found that for many users of Xiaohongshu, drinking has become closely linked to certain seasons , such as plum wine in spring, rice wine in summer, osmanthus wine in autumn, and mulled wine in winter, etc.

We can also create divergent works based on the characteristics of our products and seasonal demands.

2. Home Bar Bartending Tips

Cocktails and home bars are also hot topics on Xiaohongshu recently!

For "alcoholic girls", a single drink can no longer satisfy their picky taste, but they cannot go to the bar often.

At this time, the cocktail making guide that can be made at home with low threshold and low cost has become a hot content in their favorites!

This type of strategy generally has two characteristics:

1. Low threshold

The required materials are easy to buy, and it does not require much skill, and anyone with hands can make it .

2. High matching

You can create different flavors with the same ingredients through different combinations, and try something new every day.

3. Good recommendation list

(1) List of similar products

This is the most common and one of the most accurate contents for users. Generally, the list is integrated based on a certain theme, that is, all the products that appear have a certain common feature, and we also focus on user needs through this feature.

1) Requirements and product features

For example, recommendations for slightly tipsy sweet wine for girls, small drinks for teenage girls/girlfriends’ gatherings, slightly tipsy sweet wine for good looks, slightly tipsy wine for women, etc. The key words cover girls, slightly tipsy, good looks, sweet wine, parties, and low alcohol content.

The conversion rate of this type of notes mainly depends on the popularity of the note itself and the product advantages, that is, whether it has obvious advantages among similar products, or a certain point that hits the user, such as high cost performance, unique taste, etc.

In this type of notes, about 50% of potential users will turn to search, that is, they will be impressed by the list, search deeply about our brand, and then place an order.

Therefore, our other types of content accumulation are equally important.

If we share on the theme of precise needs, the user needs we attract will also be very precise.

Another way to achieve conversion is to make each model different so that users can directly identify the product they like.

Although this type of notes all mention alcoholic beverages, the target users of each type of alcoholic beverage do not completely overlap.

As long as we make them realize that "I have XX needs/person, so I have to choose this one", we can achieve conversion.

Remember, no matter when, getting them to quickly claim their identity and demand labels is one of the fastest ways to achieve conversion.

2) Category

Entry-level craft beer, fruit wine with an average price of 50r, entry-level pre-mixed cocktails, etc. This type of content covers people who have more specific needs for the products. The conversion efficiency is high, but the breadth of content dissemination has certain limitations.

3) Hot scenes

Another type of note that has become popular recently is a wine list that combines other popular themes on the platform. For example, low-calorie and non-fat, Halloween parties, Christmas themes, winter hot drinks, etc. These are all content that can easily gain hot traffic on the platform !

We need to make arrangements in advance according to the time nodes.

(2) No list of competing products

If we want to avoid being diverted by competing products, lists of good stuff on themes such as dormitory snacks are also one of the contents that have great sales attributes.

The secret to increasing our conversion rate in this type of notes is to achieve binding.

Form a combination with other exposed products, such as the fried chicken and beer that was very popular a long time ago, and increase sales by combining the two.

The users targeted by this type of notes may not necessarily be precise potential wine users, but they can help us reach new user areas. The key point is to help us cover more users through products with a more mass base.

4. Plot placement

Among all content forms, short plots are one of the most explosive forms of traffic in the early stages. They are both fun and shareable, which are also the two basic points for notes to become so popular.

For brands that want to quickly expand their visibility and presence, the layout of this type of notes is essential.

The most prominent advantage of this form is that it can be vividly displayed from multiple angles and can be embedded in scenes.

After all, the public's impression of low-alcohol wine is still that it is a casual drink that carries a sense of ritual in life.

However, the implantation of this type of notes requires certain control over our content.

If the product is simply implanted in the form of a theme such as "meal for one person" or "a day in the life of a certain person", and wine only appears as a side dish and a supporting role, it will not only be difficult to highlight the necessity of our product in the scene, but it will also be difficult to attract users' attention if it only appears as a category rather than an irreplaceable single product, because their focus is not on the product itself.

At present, vlogs with the theme of cocktail making are the easiest content to attract attention and focus on, and there is a lot of room for development in terms of scenes, such as social parties, afternoon tea at home, get-togethers with girlfriends, nightlife for couples, outdoor camping, etc., all of which can be perfectly suitable.

In terms of content presentation, wine is almost the main theme throughout the entire process, and the product occupies a large proportion of the content. It also has strong readability and collection value.

5. Practical Science

The main theme is "How to choose XX", which can be certain needs, such as pre-mixed cocktails, a small drink for one person, first try, etc., or certain identities, such as what to pay attention to when trying for the first time, etc., to promote the product.

3. Breakthrough point of Xiaohongshu’s wine market

1. Rather than letting brands replace categories, it is better to penetrate scenarios

As a track with high substitutability, weak product differentiation and low brand loyalty, when setting marketing goals, instead of trying every means to make the brand into a category, it is better to choose a scenario that fits our product and penetrate it.

We will always have a place in the market until users feel that it is unacceptable not to have XX in XX environment/scenario.

You can refer to Wang Laoji for this. Whether as a functional beverage or a flavored beverage, it has no obvious advantages over other competing products, but it focuses on the function of getting angry and the scene of eating hot pot. As long as we are in a hot pot restaurant, there will always be someone at the table who will first react to order a can of Wang Laoji.

2. Visuals are the main point, taste is the binding

When we market on Xiaohongshu, we can never ignore the advantages brought by visuals.

In addition to the design of the note content, the design of the product itself will greatly increase the overall appeal, especially for some bloggers with weak creative ability.

It is best to have an eye-catching logo in the design so that they can remember you at once and think of you immediately when they see it on the homepage next time.

At the same time, don't turn wine into perfume. The top, middle and base notes may seem to have a certain tone, but in fact they are incomprehensible, and the taste is confusing without any marking points.

Give each product a specific taste and bind users who prefer this taste .

3. Create a hit article, not just a volume

In fact, this applies to almost all brands that advertise on Xiaohongshu, but it is especially true in the wine sector.

Because our goal is to bring products to expand the user base, and thus increase overall sales through reinvestment, the most efficient way is to create explosive articles!

Spend half a month to a month in the early stage of launch to test high-conversion explosive articles, summarize the formula for explosive articles, and replicate and amplify the power of explosive articles in subsequent launches!

4. Meeting users’ social needs will help us grow faster

Both the scene and appearance design can bring social needs to users. Simply put, they want to share actively and have others like their shares.

Make full use of users' desire to share, quickly trigger followers, and achieve fission marketing .

5. Choose a niche scene

Popular scenes such as being tipsy at home and gatherings with girlfriends can help us gain a lot of attention right from the start. However, in the marketing of niche scenes, although we cannot achieve user coverage and the overall explosive power of popularity is limited, user loyalty is high, which is very beneficial to niche and independent brands.

Author: Bobo Marketing Circle, Official Account: Bobo Marketing