Attention! More than 80% of merchants ignore these 5 functions of Xiaohongshu Enterprise Account

Xiaohongshu Enterprise Account has many functions. How to operate Xiaohongshu Enterprise Account? I have written about operation methods and skills before. Today, I will share with you the 5 functions that are most easily overlooked when merchants operate enterprise accounts. Let's take a look.

1. Claim your brand trademark

The official launch of brand claiming rights means that brands can search and select their own brand names, then claim them and enjoy search rights. PS, when claiming search rights, you also need to have more than 10,000 fans. At the same time, after claiming the brand trademark, you must abide by the platform rules. If there is any violation, the brand will also be deducted points.

1. Claim your rights

• When the search terms are the same, the account will be displayed at the top
• When the search term contains the claimed brand name, brand accounts are displayed first

2. Claiming risks

Since the brand claims the brand, it must accept the supervision of the platform. Brands that violate the community convention will also be deducted points accordingly. Non-compliant behaviors will be scored every week. Each violation will be deducted 3 points. When the cumulative points are 10, the platform will be restricted or banned. The specific rules are as follows.

Figure 1: Xiaohongshu brand deduction rights

3. Claim method

Xiaohongshu APP - Professional Account Center - Brand Rights - Claim a Brand. After successfully claiming a brand, you can check the brand’s illegal marketing points.

2. Apply for business topics

Every brand account has one opportunity to apply for a business topic for free. Business topics can aggregate notes. By clicking on the brand homepage and the mark, you can see what notes are under this business topic, allowing users to see the brand details more intuitively.

Figure 2: Estee Lauder Business Topics

Application path: Professional Account Center-More Functions-Business Topics. In terms of application skills, you can use a strong correlation between brand name + product name. At the same time, the business topic cannot exceed 10 words.

Figure 3: Business topic application skills

All brands must make full use of this function. Many brands need hundreds of thousands to purchase commercial topics. They must make full use of this function and publish notes with topics.

3. French fry bidding expert

After the French Fries were revised last year, the notes of the registered experts can be directly placed. The benefit to brand owners is that they can use a small amount of French Fries to see whether the notes of the registered experts are worth placing in the information flow.

French fries have three major functions: a mirror to see the natural flow of notes, an accelerator to heat up high-quality notes, and a pair of wings to wake up notes older than 30 days. French fries are reported to experts for lightweight delivery, which reduces initial delivery costs.

Delivery steps: Click French Fries - More Notes - Dandelion Notes

Figure 4: Notes from a French fry placement expert

It is worth noting that after the launch, you can check the specific data through the French Fries background. If you choose the reading mode, check whether the click-through rate is less than 2%. If it is less than 2%, adjust the cover launch. If you choose the interactive mode, check whether the interactive cost is less than 5 yuan. If you choose to add fans, check the fan cost and make the next layout based on the launch data.

4. Binding offline stores

Offline stores are the platform's way of attracting traffic to corporate merchants. They are added and set up through the PC backend-store management. The platform is based on the location of Gaode Map. Before setting up, please confirm with Gaode Map to avoid being unable to set up due to inconsistent addresses.

Ps: You can bind multiple offline stores. For example, Tai Er Pickled Fish has bound hundreds of stores, and each store can aggregate notes to facilitate users to see the specific situation of the store.

Figure 5: "Tai Er Pickled Fish" offline store binding

One function of offline stores is to leave the store phone number to facilitate users to make reservations and inquiries. Some customers will set their phone number and WeChat to the same one, which also has certain risks, so please use it with caution.

Figure 6: Xiaohongshu offline store phone case

5. Associate your personal professional ID

Corporate accounts can invite personal professional accounts as associated accounts. This is like browsing Xiaohongshu and seeing a corporate store bound to a personal account. This type of association is more suitable for managers + independent store operations.

Because the things posted by the manager are relatively daily, it is more natural to display the brand's production process and the story behind it. At the same time, linking it to the personal account can also add a sales channel.

Note! One store can be bound to three personal professional accounts. For the specific binding process, click the professional account key, interact, select account association, select account list, and you will be successful.

Figure 7: Associated personal professional number

The above are the five functions that 80% of merchants often overlook when operating corporate accounts. I sincerely recommend that you first manage the rights and interests given by the platform well, and then consider the subsequent advertising.

Author: Jianghe Team

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