Source: Marketing Wang
Brands with 300 billion sales are learning the Xiaohongshu methodology, what is it like?
Many brands wonder why the core of Xiaohongshu's launch is talent + content, and why does it not work well?
The simpler it is, the harder it is. Everyone can do it, and you can only stand out if you do it better than others. Singing comes with your mouth open, but not everyone can become a singer.
A good methodology, like the Art of War, must be based on actual combat, across categories and time, and will be helpful to 99% of people, rather than having strong limitations.
Take a look at the results of our service 2023, e-commerce growth service case collection》
(No streaming, high customer orders, 100% growth)
Today, I will share with you what I shared in TCL 2 days ago, our grass planting growth framework, which is the 0-1 stage of my service brand, with a cumulative 8-digit grass planting in 3 years, spanning 8 categories, and 100% growth.
01 Step 1 Understand the user's decision-making process
In the entire information receiving, decision-making, hesitation, and purchase chain of users, what kind of content should the brand use, and in which information channels can it attract the attention and interest of users, so as to have better results?
Be sure to emulate the user and look at the entire model-buying link from their perspective.
Only by knowing these can you know which waypoints to produce content and what kind of content to produce at different waypoints to impress users.
02 Step 2 Competitor Analysis
What if the competition is great, the fame is greater, and the budget is more?
No brand's product launch can be the first on the market. Prior to this, competitors must have launched the market, even bombed, reached the target group, and even formed a broad user cognitive base.
Why do consumers buy newly launched products, and the brand power of competing products is still above you, just because you found a few experts to post some grass content?
Therefore, it is very important to analyze competing products, understand their playing style, analyze their products, and study their main crowd + scenes, at least you know how to avoid them and not choose to do it head-on, and another competitor has invested a lot of content with their budgets, some have exploded articles, some have overturned, and based on the content analysis of competing products, you can save yourself a lot of budget, and look at the world on the shoulders of others, rather than completely starting from 0.
A good competitor analysis does 2 things:
1) Find the place where the competitor did not do well, that is, the opportunity point for us to overtake in the corner,
2) When you see what your competitors are doing well, you can zoom in on yourself;
The stupidest brand is to do it yourself, and the competing products have not been thoroughly studied and systematized, thinking that after reading their historical content and analyzing the products, it is the analysis of competing products.
03 Step 3 Self-product combing
After the analysis of competing products, it is time to sort out your own products.
The main thing is to sort out a few points:
1) Crowd: The target group labels of each brand are very diverse, but 90% of the brands simply and rudely divide the user into 25-35 years old, first- and second-tier city mothers, female white-collar workers, high consumption and other groups, and come to the conclusion that they are suitable for putting mothers and babies, home furnishings, good things in life, and vertical talents.
Users have different interests, education levels, family situations, brand tendencies, etc., which cannot be summarized by a few simple tags, and how to find more subdivided groups of people in the red sea of a wide range of people is very important.
There is a brand, when everyone is selling four-piece sets, their family only chooses to sell to villas, and those who can afford villas in China are definitely the top 1% of the pyramid, but they only design the scene around the villa crowd. Although the company's sales have a ceiling, it has a very good profit, and it also avoids competing with giants for the track of four-piece sets.
We used to serve the straight hair comb brand, but when the whole industry was playing long hair, we chose to play short hair, just by planting grass, and made it into a TOP1 subcategory in 3 months.
Therefore, in the 0-1 stage of a start-up brand, don't pursue large and complete users, but penetrate in a segmented group, make money, and then think about expansion.
So which groups of people are better converted? You have to use the four-dimensional method.
2) Focusing and penetrating of selling points:
Some brands don't know how to refine the selling points, and more brands have too many selling points and don't know how to choose and focus.
Even when the selling point is homogeneous with competing products, how can users remember it?
In fact, there is a methodology for finding selling points, and the selling points must be remembered by consumers through content, creating more trust and making consumers trust, at this time, a 360-degree selling point matrix is used, which needs to be built in the matrix when designing product content.
3) Reasons for purchase
The content that consumers hear must be from the perspective of consumers, so how to translate the selling point of the product into the user's interests and reasons for purchase that consumers can understand determines the conversion rate.
Different users buy for different reasons, some users buy products because of the appearance of the product, a little because of the spokesperson, some because of the cost performance, and even because they like the character of the brand boss.
Therefore, how to find the target consumers and reasons for purchasing, and pass these contents to the target users through different talents, this is very important, not all content can only talk about product selling points, such content is the same, it must be uncompetitive.
04 Step 4 Talent screening
Content publishing is to go through the grass planting talents, if you vote for the water number, no matter how much effort you make, the effect may not be very good, so the screening of talents is very important.
Many brands will have some standards: like-Tibetan ratio, look at the comment area, look at historical content, look at data stability, look at fans and like ratio, etc., but the road is one foot high, and the industry standards you know are also understood by professional experts. Counterfeit banknotes can be imitated, not to mention the surface work of these brush data, the experts have long been brushed with fake and real, so it is necessary to screen the talents from more dimensions, and even with the help of tools such as more than dandelion background, as well as some skills. Otherwise, a lot of the brand's budget is wasted.
So sometimes after listening to offline classes, Guangda people have already earned back the tuition fees by screening this inspiring experience, because the money you save has far exceeded the tuition fees.
05 Step 5 Refine content and increase conversion rate by 50%
The delivery of high ROI must be reflected in the conversion rate of the content, so that consumers have a strong desire to buy after watching it.
Good content, including graphic pictures, titles, text, comments, the first 3 seconds of the short video, content structure, comments, etc. A lot of brands are confused, my content is published, the data is good, but it doesn't lead to sales conversions. A very important reason is that these explosive articles are invalid, so they do not sell goods.
You must know what is good and what is not.
Otherwise, the analysis of competing products is hard, and several grass planting directions are sorted out, and the content is low, not to mention high ROI, it is good to have ROI.
06 Step 6 Data review
After doing so much work, I definitely have to review it.
Each delivery is an accumulation of experience, and you must ensure that your placement is precipitated.
A good review must be a combination of delivery + traffic + sales to know what is effective content and what is ineffective.
The real review is to combine Xiaohongshu Douyin and Tmall Jingdong to get through the data, and to deduce the quality of the notes from the subtleties, which must have a set of review SOPs.
Therefore, Xiaohongshu with high ROI is not only doing one or two things right, but must be in place in the entire system.
Many brands don't have such a system capability, and they want to do a good job of finding some talents, just because too many brands think so, so they can't do good results, and they do the same as others, so why are you the one who has the result?