Letter to the boss: Category domination is the ultimate goal of Xiaohongshu's operation

The author of this article talks about how to occupy the category and judge whether your field is suitable. The author divides it into four aspects, namely judging the scale of the category, locking in core keywords, continuously occupying the category, and batching the hot-selling notes. Let's take a look.

Yesterday I saw a video of Chai Da interviewing the mother of the luxury car owner Lao Ji. In a street less than 100 meters long, there are 5 catering brands of Lao Ji, ranging from breakfast, Chinese food, seafood, barbecue and other categories.

In other words, as long as you pass by this street and want to eat, Lao Ji can make money. I call this behavior blocking categories. Once a category is blocked, user demand is basically blocked. This demand is not only now, but also more terrifying in the future.

Similarly, on the Xiaohongshu platform, banning categories is also an advanced way of playing.

For large-scale categories, such as beauty, 3C, and maternal and child products, it is impossible to use multiple matrix accounts, but it is possible to seize categories through batch expert notes and advertising notes; for small categories, category occupation can basically be achieved.

Taking depilatory cream as an example, some merchants register multiple brands and even let experts review multiple brands. The reviews are all for their own brands. No matter what the user chooses, the transaction is theirs.

How to occupy the category well? To judge whether your field is suitable? I think you can start from the following four aspects.

1. Determine the size of the category first

Generally speaking, it is easier to achieve category occupation when the category is small and there are fewer competitors. Large merchants do not look down on this type of market and small businesses cannot keep up with the business ideas. At this time, it is easier to succeed by developing category occupation functions.

When determining the size of a category, you can use Xiaohongshu’s monthly report, keyword planning tools, and off-site tools to look at the search volume for the category. You should also look at current competing products, whether there are any hot-selling notes, and whether the brand appears when users search for the category.

Figure 1: Beauty products on Xiaohongshu in March

2. Lock in the core keywords

Determine the core keywords you want to seize and the demand words that users search most frequently.

When no one is doing a category, the best way is to seize the category words and make your notes appear under the category words, such as depilatory cream, antiperspirant, Suzhou wedding photography and other category words.

If the category has been occupied by other brands, continue to break down the sub-category, such as affordable hair removal cream, men's antiperspirant, Suzhou ancient wedding photography and other core keywords . With keyword segmentation, it is less difficult to seize the opportunity and easier to achieve.

Figure 2: Take headphone recommendation as an example

3. Continuous occupation of category words

Keep posting notes. Interaction data is not the core evaluation indicator. Look at how many new notes there are under the category word every day, and then plan how many notes you can post. The higher the number of new notes you take up, the overwhelming advantage you will have.

When the volume of your notes published accounts for more than 50% of the current notes and has an overwhelming advantage, you have basically blocked user demand.

4. Batch production of popular notes

After producing popular notes, the next thing to do is to batch them, including covers, titles, and texts. The core principle is to squeeze out traffic, that is, to maximize the value of notes in this category.

For example, when you are in the fruit industry and find that there is always traffic when you place products in boxes or open the covers of products, you can continue to release this kind of material until the traffic of this type of material disappears.

Figure 3: Batch replication and operation of popular notes

The above are the methods and techniques for occupying categories on Xiaohongshu.

Author: Jianghe Team

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