How to play with Xiaohongshu’s high-conversion notes in 3 types of sanitary napkins!

As a necessity in women's lives, sanitary napkin brands also need to be promoted from a commercial perspective. So, how can a brand that needs to be close to female users establish its own brand positioning and get closer to customers on the Xiaohongshu platform, which is dominated by female users? Let's take a look at this article and hope it can bring you some inspiration.

I remember that every time March 8th came around, my mom would call me and tell me to go to the supermarket and stock up on sanitary napkins, just like eggs at the morning market. Sanitary napkins are one of the few products that are exclusive to women.

It will not be taken away by the other gender.

Because of this, it is a natural fit for Xiaohongshu, an app whose main users are women.

So at this time, I decided to write about it.

Of course, there’s no escaping the commercial angle.

I have always felt that sanitary napkins are a bit similar to skin care products. There is no standard for measuring whether they are good or bad, and they are categories that rely heavily on personal experience to achieve repeat purchases .

In terms of basic attributes, each person has different needs and attitudes.

But at the same time, it is a category that occupies a lot of emotional consumption.

Women may give up using old brands because of inappropriate statements made by the brands, but they may also decide to try new brands because of certain actions of the brands.

It can be said that in this category, the paths and reasons for consumption are constantly changing. In terms of consumer communication, the presentation of selling points has been weakened, and it relies more on brand positioning and word-of-mouth diffusion .

This makes it more difficult for us to promote products, especially for new customers.

Today, let’s take a look at what brands in the sanitary napkin market should do when planting grass, which can help us quickly narrow the distance between ourselves and users and turn them into our fellow travelers.

1. Sources of users of sanitary napkins

If you want to figure out how to acquire users, you need to know where the users come from. At the same time, depending on the source, what we need to do in marketing operations and the purpose of operations are also completely different.

I divide users of each sanitary napkin brand into two categories.

1. Brand regular customers

Already purchased or even loyal users of our brand.

For this group of people, what we need to do is to maintain stickiness and preserve word of mouth.

Let her always regard us as the best choice, and solve and improve the problems they encounter in a timely manner.

I don't need to emphasize the importance of maintaining old customers. I believe everyone can feel it. If it takes ten times the effort to acquire a new customer, then it only takes one point to maintain an old customer.

So don’t just spend your energy on attracting new customers. Pay attention to our brand’s traffic pool and expand your territory after protecting it.

2. New customers to the brand

That is, users who have never purchased our brand.

This type of users can be divided into two categories.

New customers in the category are a group of people who are easily overlooked by fast-moving consumer goods brands.

For example, people who have never used it, or have only used brands arranged by their elders in the past, and are choosing it on their own for the first time.

For this group of people, I would recommend capturing our precise target users based on brand positioning , and for those users whose feature matching is not high, we can find ways to convert them in the next step.

As for what [feature matching] is, I will explain it in detail in the next section!

As the name suggests, brand new customers are users who have never used our brand. They have used other brands before, or even been long-term users of certain brands, but because of——

1. Price hikes outweigh capacity
2. I want to improve my user experience (side leakage, easy to move, stuffy, strong foreign body sensation, allergies...)
3. Other social news

The search is on for a replacement.

What we need to note is that for fast-moving consumer goods where there is not much differentiation between brands, user stickiness and brand loyalty are very high.

These reasons allow us to seize users from our competitors, but also require us to be vigilant to avoid losing our own users.

Now most of the GMV of sanitary napkin brands comes from the existing market, so we must pay more attention to the maintenance of our own users!

Our public reputation, brand reputation, etc. will affect user binding and customer acquisition, especially on social platforms such as Xiaohongshu where female users gather, which requires us to do a good job of public opinion management~

For a brand with user stickiness, users will help you with user education.

2. Give the brand a positioning impression

Positioning is probably the biggest headache for all brands. Even throughout the entire development stage, there is always a feeling that something is missing.

But no matter what, I think the most basic requirement is to let users have a positioning impression of us.

When they mention us, they have a fixed impression, know what you do, what are the outstanding features of your products, what kind of user groups you belong to, etc. This allows our target users to quickly achieve corresponding differentiation, and also allows non-purchased users to have a unified basic impression of us, so that they will not be confused when talking about us.

In this way, our positioning output is in place.

So how do you make a positioning impression, or what does it take to make a good positioning impression?

In the sanitary napkin market, you can refer to these three brands.

1. Shulai

As an old domestic brand, apart from the basic functions of the product itself, the overall impression it gives to users is that it is affordable and large in quantity.

Reduce the pink tax and use the simplest appearance to reserve room for choice for users who may not be valued by the market and have low purchasing power.

So when people talk about it, they always mention how affordable and easy to use it is.

If you have a limited budget and want to find affordable sanitary napkins, this must be within your purchasing range!

In line with its affordable positioning, its content presentation is also very "amateur". You can hardly see any exquisite posing, but only friendly little corners that can be seen everywhere.

It is worth mentioning that Shulai also pays great attention to user experience. Under its corporate account, you can see many demands of friends, and each demand can get feedback.

This is also the direction for brands to optimize their products.

2. Danbis

There should be no tampon user who is unfamiliar with the brand Tambis, right?

When tampons were still a relatively niche consumer product, Danbis has been deeply involved in this field, and has now become synonymous with the category.

Although there are more brands of tampons now, and each has its own advantages in terms of functional experience, as long as you are a consumer of this category, you must have heard of or used Tambis.

Currently, the acceptance of tampons in the Chinese market is still very limited, and everyone's searches for it are still at the level of basic product awareness.

Therefore, in almost every note of Danbis, you can see tutorials on how to use tampons and related knowledge.

It can be said that Danbisi has never given up on user education, which also provides him with the opportunity to establish his professionalism in this vertical track.

Even those who don’t use tampons have heard of Danbis.

When they decide to use tampons, they will think of Tambis first, or recommend Tambis to their friends, which is also a kind of positioning impression.

3. Her Research Society

Her Research Society is a brand that has caught my attention in the past year.

This is a relatively small brand, but it is well worth learning.

Currently, many new consumer brands target young people aged 18-24, which can easily lead to internal competition, so everyone is trying to find ways to enter from a niche track.

Her research group is one of them.

Different from other sanitary napkin brands that focus on the entire menstrual period, Her Research Institute's product layout targets the two major pain points we encounter during use - heavy periods and side leakage at night .

To address these two pain points, they launched sleep pants as their flagship product to bring together people who were troubled by these pain points and build brand stickiness.

In this way, as long as you or your friends have this problem, you will eventually discover the brand of Her Research Society.

Usage scenarios, segmented needs, fixed pain points, people with certain characteristics... these are all areas where we can spend time thinking about positioning, and it is not necessary to compare with competitors in terms of product functions.

You have to know that the product that wins the market is definitely not the best product in an objective sense.

Even in a niche market, there are still a large number of people who deserve to be matched with special products.

3. Three types of content that are essential to promote transactions

The positioned impression helped us gain a place in the minds of users. In addition to continuously producing this impression, another purpose of our content on Xiaohongshu is to reap the benefits.

We often talk about harvesting, so for a platform like Xiaohongshu, what can help with the harvesting?

It may seem like a very abstract concept, but it’s actually very simple – help them make a decision!

Tell them what you need, what is useful, which one is more suitable for you, and where to buy it.

Once these four problems are solved, closing the deal will come naturally.

Especially for fast-moving consumer goods with strong demand such as sanitary napkins, their purchasing needs will be clearer.

This requires us to pay more attention to the needs and pain points of the target group when planning content.

And these three types of notes are what we must plan out!

1. Promotion details

First is the stockpiling themed guide.

For this type of high-frequency fast-moving consumer goods, just like paper towels, no one will wait until they have a runny nose before going downstairs to buy a pack.

It is common practice to stockpile 1-3 months' supply at a time.

But for brands, using content to encourage users to stock up, or even launching bundled stocking packages, has a deeper meaning!

Not only can it increase the average customer unit price in a single transaction, but more importantly, it helps us achieve user binding!

When a user has been using us for more than half a year, when he makes his next purchase, if there is no better choice at that time, more than 90% of them will still repurchase the brand they are currently using.

The purpose of stocking up is to help our users develop the habit of using our brand and subtly guide them to repurchase!

Secondly, discount information is broadcast.

In this regard, Always and Danbis can serve as examples.

I believe everyone knows the necessity and role of this type of content without me having to explain it in detail.

In addition to big promotions, daily discounts are also part of the harvest.

2. Single variety grass/evaluation

Some friends may confuse product recommendation and evaluation.

Both of them are promoting a single product, but the content tends to be different.

Simply put, planting grass means sharing, such as the reason for purchase, the experience of using, what is good and what is bad. Note that the good or bad here are based on sharing of personal feelings .

Evaluation, on the other hand, is conducted from a relatively objective perspective, scoring and judging certain materials, features, and performance of the product, with an emphasis on rational and neutral testing .

3. Multi-product horizontal evaluation

No matter what the reason is for changing brands, users are faced with rounds of trial and error. The best way to reduce the cost of trial and error is to watch, test, and evaluate (and comment below the evaluation)

Here, the secret to increasing conversion rate is to create demand!

Some friends think that horizontal evaluation is to put several products of the same category together, preferably ones that are more expensive than mine but not as good as mine, or they can be big brands that can get traffic!

This idea is correct, but the goals are too scattered and cannot achieve the goals of rapid conversion and precise user reach that we mentioned.

And all of these can be accomplished in the product selection step!

For example, we can do large-size sanitary napkin reviews, single-piece 0.5r sanitary napkin reviews, soft and non-sensitive sanitary napkin reviews, postpartum sanitary napkin reviews, etc.

We have screened out the target users based on the topic.

If we only do sanitary napkin reviews, then the users who come here may want something more affordable, or something that doesn’t leak, or something that sticks well and doesn’t move easily…

Although our brands may meet all the requirements, once we are caught in such multiple comparisons, the advantages will not be prominent and it will increase the difficulty for users to choose.

So screen in advance and improve traffic efficiency instead of thinking about covering all people.

4. Product-Crowd-Demand Correspondence Recommendations

I would recommend that this part of the content be done by the enterprise account.

Especially before the big promotion, we will take inventory of our existing product lines to help our brand users (including new users and loyal users) understand our existing products, which ones are suitable for them, how to buy them cost-effectively, etc.

Just give the corresponding information and buy the model according to your situation. Try not to let him make his own judgment and choice.

4. We sell goods, then what?

I always believe that for sanitary napkins, or even all products for female users, the core that ultimately binds users is not the product itself, but the brand concept and proposition.

This is especially true for sanitary napkins.

I will always admire all brands that work hard to upgrade the user experience, but I will also always be moved by brands that have a sense of social responsibility and a sense of belonging to the people.

In the past, many sanitary napkin brands have taken this path.

When we talk about sanitary napkins, menstruation, and poverty, we are actually talking about how to care for the vulnerable among the vulnerable groups and how to pay attention to some corners that are not easily seen.

This year's Women's Day also has it.

They continue to explore, create and win more space for respect.

These are more important than the product itself.

I'm glad to see that in this day and age we can talk openly and unabashedly about sanitary napkins.

No longer use "sanitary napkin" and "that" as substitutes.

We need it, and there's nothing to be ashamed of.

Author: Bobo, public account: Bobo's cooking class