Author | Twenty-Four
Who doesn't know that the Little Red Book has become a treasure flow depression for jewelry?
Young people like gold jewelry, no longer strongly related to marriage, investment and financial allocation needs, but pay for their own emotional value.
After 95, the white-collar Worker Xiaoqi told the chopper that when she saw the collocation of "pearl bracelet + gold small blessing card" in the Little Red Book, she was planted in an instant, "Pure gold jewelry is more tacky, and it is just right to match pearls", and she will also customize the "transport bead ring" for herself in the Little Red Book.
Jewelry accessories merchant Mingyu told the owner that 88% of Xiaohongshu is a female user, as long as there is a precise fan who is attracted by the content of the grass sticker, it is much more valuable than 100 pan powders, and it is easier to monetize.
This year's Tanabata, he sold silver bracelets in the Little Red Book, embedded with zircons, cost less than 50 yuan, packaged the concept and story of "two worlds", the article was liked by more than 10,000 people in a few days, the list price of 289 yuan is very good to sell, "simply selling products must not sell the price, but once your post is linked to love, at least the premium is doubled."
The bigger dividend is on the brand side.
Chow Tai Fook, Chao Hongji, Luk Fook and other established gold jewelry listed companies have laid out grass content on the Little Red Book. In particular, Chow Tai Fook's Fuzi pendant, ancient gold bracelet, and the best-selling "small gold bars of sudden wealth" are constantly "shown off" and "Amway" by Z generation young people. Niche designer brands such as HEFANG Jewelry hefang jewelry are completed directly in the Little Red Book from 0 to 1.
Jewelry in the Little Red Book, what kind of ecology is it?
4 kinds of explosive disassembly,
How to play with Little Red Book Jewelry Grass?
The latest monthly report of Little Red Book Jewelry Accessories shows that around the time of Tanabata, silver jewelry surpassed pearls and jade, and user searches rose sharply.
The main purchase user of silver jewelry is male, just suitable for just graduated or school students as Tanabata gifts, they generally have low spending power, gifts within 100 yuan given to girls can not be taken, gold jewelry is more than ten million and too expensive, silver jewelry is very suitable.
Mingyu's operation is one of the most explosive forms of content in the Little Red Book Jewelry Accessories Track: explain the craftsmanship and meaning of the product, and consumers will be willing to pay a certain product premium.
If you want to sell jewelry to women, storytelling is far from enough, you need to match daily wear scenes through different categories, so that picture users will be more willing to click, and it is easier to create explosive articles.
Taking the pink gold series products released by Chow Tai Fook in July as an example, when the blogger shoots, the "nail art + clothes + ring necklace" are all pink and white, the style is unified, the product is high-value, and the strong sense of collocation is displayed, which not only has a strong visual impact, but also can create an atmosphere of exquisite purity. The copywriting describes the wearing experience in detail, highlighting the advantages of the product "white" and "not rustic".
The third kind of article that is easy to publish is the "lightning protection knowledge post", the content is presented in the following way: enlarge the views that a newcomer Xiaobai does not understand to get clicks.
"With a glass of water, you can identify the authenticity of jadeite." A 50-second video was liked 94,000 times in Little Red Book and collected 110,000.
This article is a typical example of jewelry grass, jewelry merchants "Fang YuanLao Fine Gold" through a simple experiment, the jadeite in the form of video true and false identification, very clear, suitable for some novices who have just entered the field of literature and play Xiao bai to learn from, high collection value.
The wearing and language expression of the blogger's cheongsam and the mastery of the sense of rhythm will give users a professional feeling, and the "live broadcast background full of antiques" is more convincing and immersive. "Hurry up and send it to the sisters who need it!" Users will also have a great desire to share after reading the title.
The owner observed that all the videos of Elder Fang are real people, holding the text to play jewelry, explaining various professional knowledge, the whole text has no nonsense, and the cover will mark the jewelry categories explained by himself in large characters, thus shaping the image of his own professionals, which is very easy to stimulate user attention.
Up to now, Fang Yuanlao has 203,000 fans and has been praised and collected 1.3 million. At the same time, the advantage of knowledge content is that users are in a higher position when searching for keywords such as agate, beeswax, amber, etc.
The last kind of content that is most likely to produce explosive articles is the sharing of affordable jewelry. In The Little Red Book, the #Affordable Jewelry Sharing topic has up to 150 million views, and the unit price of jewelry sharing is mainly concentrated within 100 yuan. The content of such explosive articles is mainly to collect affordable jade jewelry, and to send a collection of cheap jewelry through videos or graphics, and the user's desire to collect is high.
Bloggers "is bright" jewelry collection form is the most common, introducing all the jewelry they have recently purchased, highlighting the price through product comparison, highlighting uniqueness through wearing, and the comments will introduce the brand, product number, and price in detail, which is convenient for users to buy.
And the blogger Jewelry Lin Daiyu's explosive article is more novel, with the headline "92% of people have stepped on the pit!" When you think that jade is not cheap", using the cutout form of the picture to create a contrast and say "jade only needs 4 yuan a pound", which is both interesting and will make users curious. The copywriter made a brief introduction to the value of different jades and gave users a basic understanding of affordable jade.
The blogger follows this form and has made gemstones, Hetian jade, jewelry and other series, some likes up to 10,000, but she only has more than 8,000 fans, more than 20 articles, and the current number of likes has exceeded 100,000.
There are many forms of explosive texts, and there are still factors that cannot be ignored. Trader Xiaoyi told the chopper that whether the content of jewelry notes can explode depends largely on the demand of platform users for products, "For example, obviously users have greater demand for necklaces and rings, but you have to send brooch content, then the road to incubation is doomed to bumps."
From the small red book July market data as an example, the current jewelry industry is divided into products and materials, on the product side, necklaces, bracelets, bracelets search volume is the largest, in the material, gold, diamonds, pearls are the top three categories of user search.
Who rushed into the Little Red Book to sell jewelry?
Observing the explosive article, it can be found that the polarization of The Little Red Book jewelry jewelry is very obvious, there are 4 yuan a pound of jade, thousands of gold jewelry with a unit price, and there are tens of thousands of luxury diamond rings, which can't help but make people wonder, who is selling jewelry in the Little Red Book?
According to the observation of the owner, at present, in the fields of rings, necklaces and other fields, the degree of branding is quite high, both Bulgari, Cartier, Chow Tai Fook and other brands with high public recognition, there are also niche designer brands, for the competition blue ocean bracelets, bracelets, earrings and other categories, there are fewer head brands, more DIY, factories, water shell wholesale market.
Brands with high public recognition choose Little Red Book to plant grass, mainly in order to open up new business increments. Taking Chow Tai Fook as an example, according to statistics, the number of notes about Chow Tai Fook in the Little Red Book has exceeded 1.11 million, more than Cartier, Tiffany and Bulgari combined.
In Xiaohongshu, when a brand's new product is just launched, very few users will search for brand words, so it is necessary to show in a way that attracts the target population, such as putting high-quality Xiaohongshu bloggers, product all-round display + talent try-on + atmosphere refinement map, accurately targeting users, expressing high love, and attracting users to click.
Chow Tai Fook ate such dividends very early. In 2017, Chow Tai Fook's "inheritance series" was tepid, at the end of 2018, Chow Tai Fook adopted the "brand matrix + explosive single products" playing style, the official number united with many KOLs on the Little Red Book to share the "inheritance" series in kind, craft science and allegorical interpretation, and quickly promoted the concept of inheriting the "ancient law gold", the number of Notes of the Little Red Book exceeded 20,000, becoming a hit.
What is more interesting is that in recent years, The Little Red Book is very popular with gold jewelry multi-element collocation, this year's Tanabata, Chao Hongji launched a "Bell Orchid Gold Jewelry + Hand-knitted Rope" collocation, as soon as it was out of stock.
The purpose of niche designer brands entering Xiaohongshu is different, mainly to seize the consumer population and achieve "breaking the circle" through the uniqueness of the style.
HEFANG JEWELRY IS AN ONLINE DESIGNER LIGHT LUXURY JEWELRY BRAND, AND THE MAIN CHANNEL FROM 0 TO 1 IS IN LITTLE RED BOOK.
Initially entering the Little Red Book, HEFANG mainly focused on the content of the brand's official one-way output, and simply imitated the marketing delivery action, and the result was in the situation of ineffective communication. After that, the founder Sun Hefang operated his own Xiaohongshu account, sharing content related to jewelry, brands, and products, and outputting a beautiful, light, luxurious, and exquisite life attitude in terms of clothing and family.
HeFANG's circle breaking comes from the user's feedback, the user will often superimpose different collocation effects, the real feedback forms the real tap water.
Their recent hit "ear clips and earring products" is the feedback from the source of Little Red Book's "no ear piercing users" who want to wear earrings, which reversely inspires product design and meets the needs of specific groups of people.
The third category of Xiaohongshu sells jewelry is some unbranded merchants, mainly based on product price bands as a distinction, there are ultra-low prices, high-end goods two positioning, merchants mainly in the content to highlight their own product advantages, to attract their own target users.
The key to the ultra-low price is to control the cost of jewelry accessories, and there are supply chain resource advantages such as water shells, so it is only necessary to show the contrast between products and prices in the account, and you can have a good effect of bringing goods.
Merchants who do high-end goods, customers are more accurate, not only need to have high-quality products, styles, but also need to have a good aesthetic in terms of graphics, text, video content, etc., to cater to the appetite of high-consumption groups.
Brand merchant All in Little Red Book Mall?
In the past, in the view of jewelry merchants, The Little Red Book focused on planting grass and guiding consumption decisions, which was suitable for long-term endorsement of consumption and continuous exposure.
Because the intra-site trading link is not obvious, most users' habit is to search for strategies in the little red book, and then go to the outside of the station to place orders. There are three main ways to divert business private domains: comment area drainage, image drainage, create group chats, and finally drain to the off-site private domain channels.
Now, the closed loop in the station has become more obvious, last August, Xiaohongshu's newly upgraded "number store integration" mechanism has now been effective, the brand can be efficiently and directly connected with users, complete such as offline punch card online sharing, and through the product information directly to the enterprise store closed loop, to achieve public domain, private domain traffic conversion.
At the same time, the official also strictly investigates the diversion outside the station, and the best way for merchants now is to open a closed-loop transaction inside the station.
VIGG jewelry store in the Little Red Book is planting grass + pulling grass synchronously, as of now, the account in the Little Red Book has 11,000 fans, basically every note has hung up the commodity card, most of the store price is 300-500 yuan, the cumulative sales of the top 3 goods have reached 6K, especially the TOP1 product "Heartbeat Necklace", sales have exceeded 4800 pieces.
It is understood that in 618 this year, the store has cooperated with the official policy of 300 minus 50 to transform in the station. It is not difficult to see that the refinement of functions such as the clarity of store entrances, product sales, price rankings, the number of sold pieces and the evaluation of small safflowers all make consumers transparent in placing orders. However, the sales of VIGG Little Red Book are still far from the sales volume of Taobao.
Due to the good display effect of jewelry accessories and strong content attributes, many merchants have opened live broadcasts simultaneously, such as HEFANG, which has opened a closed loop of operation between corporate accounts - malls - live broadcasts - information flows - bloggers in Xiaohongshu.
However, as far as the current objective situation is concerned, the brand still takes the Diversion of Little Red Book to the outside of the station as the core, and there are still very few merchants in the real All in Little Red Book Mall.
On the account side, brand merchants react more quickly. After the adjustment of "number store integration" takes effect, the Xiaohongshu community has two types of accounts "professional number" and "non-professional number", which are used to indicate the professional identity of the account, and are also the "admission tickets" for participating in the Xiaohongshu business.
On the one hand, the professional number has a blue V logo, and the user's sense of trust is stronger, especially in the jewelry category, and the user's purchase trust is also stronger; On the other hand, the weight of the professional number is higher than that of the personal account, when the user searches for the brand name in the user bar, especially the professional number with a trademark, the first occurrence of the search keyword is the professional number.
Overall, many jewelry merchants and brands have achieved the leap of key links through the Little Red Book, in order to obtain the right to dialogue with young consumers and eat the dividends of the grass planting economy, but in the second half of the need to refine the grass planting, grasp the new opportunities and policies of the platform, in order to convert high-quality content and products into user reputation and transactions, and precipitate them into their own private domain assets.