Analysis of Xiaohongshu beverage user insights

You can gain insights into user characteristics through Xiaohongshu notes. The author of this article focuses on Xiaohongshu's official beverage report and analyzes Xiaohongshu beverage users from four aspects: user portrait, influence of seeding, blogger preference, and brand mindset. Recommended reading for those who are interested in user research and Xiaohongshu operations.

We know that beverages are an important high-frequency consumable in people's daily lives, so what kind of customer group are beverage users on Xiaohongshu? Here, Qianmo also analyzes and explains the official beverage user report of Xiaohongshu.

1. Beverage User Profile

This Xiaohongshu survey on beverage users mainly covers six major categories: carbonated beverages, sparkling water, dairy beverages, bottled tea, bottled milk tea, fruit and vegetable juice, and functional beverages.

Xiaohongshu’s beverage user group is mainly urban GenZ users, who come from new first-tier cities and first- and second-tier cities, and their occupational level is mainly ordinary employees and college students.

More than 80% of Xiaohongshu beverage users said they would buy a beverage product if they saw it no more than 7 times, and 35.2% of them said they would try to buy a beverage product if they saw it no more than 3 times. This shows that Xiaohongshu still needs a basic principle of continuous delivery, although it can motivate target users to make purchases faster than the "rule of 7" in the marketing industry in terms of the grass-roots effect.

But Qianmo believes that no matter what, it will not be possible to achieve high ROI sales conversion characteristics like performance marketing advertising in the short term. Therefore, on Xiaohongshu, only by continuously planting grass and placing ads to seize the minds of target users on the site, there will be a steady stream of traffic and conversion effects in the subsequent process. After all, there has never been an overnight sale on Xiaohongshu, even though what we are seeing is a common high-frequency consumer category of beverages in life.

Therefore, Qianmo also suggests why brands must prioritize clarifying the purpose of placing their brand products on Xiaohongshu, because it will determine the assessment of their own budget and the brand's clear strategy for launching product promotion on the platform.

2. Influence of Beverage Promotion

Regarding the conversion level of Xiaohongshu content, beverage users said that they are basically influenced by the notes on the site. The notes that are most likely to influence their consumption decisions are thematic and scenario-related beverage recommendations and innovative drinking methods. However, the notes about product reviews and personal real experiences are not the most likely to trigger their purchasing intentions when it comes to beverages.

As for the content that directly lays out the selling points of new products, it goes without saying that it is obvious that Xiaohongshu beverage users hate hard advertising content and do not take it seriously even if it is direct recommendation from celebrity idols.

When Xiaohongshu beverage users approve of the content, nearly 80% of them said they would buy it within a week, and nearly 30% of them said they would buy it immediately. It can be said that as long as the content of the note appears on Xiaohongshu on the same day and reaches a certain exposure conversion point, it can bring sales conversion data feedback to the brand product on the same day.

This also shows that due to the characteristics of the beverage category, even in Xiaohongshu, which takes a certain amount of time, it is still possible to quickly verify the popularity of the product and the quality of the corresponding content notes.

3. Favorite blogger preference

Xiaohongshu beverage users prefer notes shared by food bloggers and other ordinary users. At the same time, nearly 60% of beverage users said that the beverage content on Xiaohongshu will increase their favorability towards brand beverages.

From the content types of the bloggers, we can find that they prefer to browse the food bloggers' innovative drinking methods and the bloggers' personal positive and negative comments on the drinks in front of them, followed by common beverage review-related content.

From the perspective that Xiaohongshu beverage users prefer to watch bloggers innovate beverage drinking methods, Qianmo believes that Xiaohongshu beverage users have a strong desire to try new things and a sense of satisfaction as a spectator. It should also be greatly related to the mental cognition brought about by the previous convenience store cocktail-related activities on Xiaohongshu. After all, in addition to the continuous arrival of new users, it was also the original group of users who were active on the Xiaohongshu platform under the platform activity trend at the time.

Another point is that the professionalism of the bloggers that beverage users like is not important here. You should know that on Xiaohongshu, the professionalism of bloggers is quite important and is at the top of the priority list for beauty users, while in the beverage field, the bloggers' authentic and creative drinking content is the top priority.

Similarly, when it comes to browsing notes from non-bloggers, Xiaohongshu beverage users indicate that they would prioritize notes with positive and negative evaluations of ordinary users' personal real drinking taste experiences, followed by notes on new drinking methods and evaluation content.

Similarly, the biggest motivation for these beverage users to actively share on Xiaohongshu is still that they have truly experienced the wonderful taste of the beverage. This also explains why the influence of bloggers and ordinary users on beverage users is not much different.

So in general, for the deployment of beverage note content, Qianmo believes that it is particularly important whether the real part of the notes can be well displayed to these beverage users.

4. Beverage Brand Mindset

We can find that Xiaohongshu’s beverage users are not really affected by brand awareness when choosing beverages, even though the beverage industry itself is a highly concentrated market with many industry giants emerging. However, from the data here, this is weakened. For example, even if well-known brands in the carbonated water category already dominate the minds of consumers, the exposure position in the information flow can still provide a place for the rise of many emerging beverage brands. Perhaps this is the charm of Xiaohongshu that has always allowed small and medium-sized brands to have the opportunity to launch seeding campaigns.

Finally, as for how Xiaohongshu beverage users learn about a new beverage brand or product, it can be found that they prefer to learn about it through offline promotion models rather than through traditional Internet e-commerce platforms and the most popular live streaming sales model. As for Xiaohongshu being the priority learning channel, if we have to find something to complain about, it may be because it comes from the users of Xiaohongshu beverages.

What Qianmo wants to say here is that for a new product or brand, you should first plant the seeds on Xiaohongshu and then sell the product on Douyin live broadcast or put it on e-commerce Taobao store. This will most likely achieve unexpected conversion results. This is also another most effective brand sales model that can quickly drive the rise of new products.

V. Summary

Xiaohongshu beverage users are mainly a group of GEenZ consumers aged 18 to 25, whose roles are usually ordinary employees and college students. The most likely content to influence them is thematic and scenario-related beverage recommendations or novel content about innovative drinking methods.

Due to the conversion characteristics of the product, the content about beverages on Xiaohongshu can complete data testing and feedback within one week as a measure of the quality of the content of the delivery notes and the popularity of the product.

User groups in different fields have different concerns about the content of their favorite bloggers. For example, the beverage user group prefers authenticity, innovation and fun, while the beauty user group prefers professional labels.

The beverage market with a high concentration seems to be weakened on Xiaohongshu. Even if the user base reason may not be convincing, Xiaohongshu does provide a good environment for small and medium-sized brands to quickly stand out and rise.

This article is for reference only, I hope it is useful to you.

Author: Ckay