This article analyzes the four pet food products in the market that have achieved rapid growth through Xiaohongshu drainage and completed the 0-1 start, namely: Jianchuang cat food, Xibao cat food, Sickert cat food, and Chunke cat food. We will discuss the ideas of product drainage path and content layout, hoping to provide you with some reference and reference through specific case dismantling.
At present, the relevant accounts observed mainly have the following content gameplay:
01 Jane Cat Food
Average order price: 159 yuan
Rapid rise
Since September 23, Jianchuang cat food has begun to convert sales, and by the end of February this year, the number of searches has been pulled from 0 to 57,000.
(Data source: Gray Dolphin Data)
Its sales channels are mainly in the Tao system. Judging from the sales in the past 30 days, the contribution rate of official channels is about 99%, and the remaining small part of sales is contributed by multiple distribution channels. In addition, there is also a small amount of sales conversion in the Douyin mall.
Low cost and high efficiency, but there is a risk of public opinion
In September 23, a large amount of exposure of the brand mainly came from the collection notes of other brands' product recommendations, the purchase post and the comment area of the spit sticker, followed by a small amount of traffic from Jiang Xiaoao, Brands such as Xianlang and Chunfu brought Jianchuang to their horizontal test notes;2310month,In the comment area of Raising Pets and Ziqi,At the same time, the number of buying stickers and complaining stickers increased by about 5-7;231month,Jianchuang also got traffic through the comment area of the milk brand,At the same time, about 5 single posts were added。
(Image source: Xiaohongshu)
Judging from the relevant notes, there are about 100 notes that can be monitored with relevant comments. The content of the comments is mainly to post orders (i.e., product use experience + product picture);
(PS: Although Jianchuang cat food has gained good traffic through soft implantation in the comment area, it has not grasped the "degree" of content output, which has caused some negative effects (as shown below). Some users post negative information about the product under the relevant review posts. In addition, there is a possibility of being deleted if you rub traffic under the notes of other brands. ）
(Image source: Xiaohongshu)
The gameplay of Jianchuang cat food is introduced here, and on the whole, it is a typical case of soft implantation in the comment area as the core, with a small amount of amateur post sharing and horizontal test ranking content to drive search conversion. Finally, let's summarize the content gameplay of Jianchuang cat food.
Jianchuang cat food has formed a closed loop in the layout of grass planting content, which mainly includes: (users generate search needs), generate interest in notes and comments→ search for product-related content→ and further judge that the product is worth buying through evaluation stickers and amateur stickers (the probability of successful grass planting increases). If brands want to successfully plant grass through such methods, they should pay attention to the control of the layout, continuity and difference of content, and also do a good job in maintaining brand public opinion, grasp the degree of content output, and avoid negative impacts.
02 Habitual cat food
The unit price is between 9.9-79.9 yuan
Build Xiaohongshu's self-closed-loop business
Habitual cat food has formed a closed-loop business on both platforms such as Douyin and Xiaohongshu. The following is an analysis of Xiaohongshu's self-closed-loop business: Starting from September 23, the enterprise account of Qibao cat food was registered and published relevant content, and its Xiaohongdian was launched at the same time. As of the end of February this year, the number of sales in the store exceeded 11,500+.
(Data source: Xiaohongshu)
As shown in the figure above, the unit price of staple food products is relatively high, but it is also below 80. In line with the previous analysis of the Xiaohongshu market, that is, selling goods in Xiaohongshu trailers, the mainstream customer unit price is less than 100 yuan.
At the same time, a small part of the traffic overflowed to the Tao system, and the number of searches in the Tao system in the past year was about 20,000.
Self-made content is the core, and the stream is blessed to sell goods
Its enterprise account has published a lot of related content, accounting for about 72% of all notes. The following are the contents of the notes observed through the publication of the notes:
(Data source: Gray Dolphin Data)
In September 23, the enterprise account was launched to sell goods, and 13 notes were released, and the relevant notes were mainly covered with some beautiful cats and product portfolio pictures, and the content of the notes was a novice cat raising strategy and some product introductions.
(Image source: Gray Dolphin Data)
In October, we cooperated with more influencers to produce selling content, trying to rely on influencers to drive product sales, but with little success. After that, the output of the content of the talent cooperation was reduced, and the content of the enterprise account gradually occupied the core.
At the same time, judging from the recent account situation, the account will have a long-term live broadcast of selling goods every day.
From the perspective of related sales volume, Qibao does not have a high sales conversion, and the total sales of the store are only about 510,000. In order to further observe whether the production of this kind of Xiaohongshu closed-loop e-commerce is effective, the following is an analysis of the investment situation of relevant notes:
(Data source: Dandelion platform)
As shown in the figure above, the streaming of notes with a high number of interactions is not large, and almost all of the notes are natural exposure notes, and the streaming cost is less.
At the same time, in the promotion notes of the Xiaohongshu spotlight platform, you can clearly see the relevant promotion notes of Xibao, including product sales content and live broadcast promotion content.
(Image source: Xiaohongshu Spotlight Platform)
The gameplay of Habitual Treasure Cat Food is dominated by the closed-loop business in the station as a whole, and multiple accounts publish a large amount of content to sell goods on trailers. Next, let's summarize this set of ideas:
Products with high decision-making and strong brand demand do not need the blessing of the endorsement content of the influencer under a certain customer order advantage, and can also drive a certain sales conversion with the content of related products made by their brands. If other brands also have a certain price advantage, you can try to output relevant content.
03 Skart cat food
Average order value: 98 yuan
For a single path, the upper limit of the search is less than 10,000
Starting from June '23, Sickert cat food began to show sales conversion, and by the end of February this year, it brought nearly 35,000 searches.
(Data source: Gray Dolphin Data)
Its sales channels are mainly in the Tao system, and according to the data, the sales conversion is mainly concentrated in the "Pet Gli flagship store". In addition, both Xiaohongshu and Douyin have a very small percentage of sales conversions.
Layout strong search content, capture accurate pet users
The choices related to search are diverse, including pain point search needs (hair loss, soft stool, etc.), category search needs (cat food, cat toys, etc.), efficacy search needs (anti-hair loss, anti-vomiting, etc.) and scene search needs (novice must-haves, affordable and easy to use, etc.); Here's an analysis of the notes in question:
At the beginning, it was promoted on Xiaohongshu to focus on product planting and product recommendation collections (such as novice cat raising strategies, how to raise kittens, etc.), and then added a small amount of ranking content. However, on the whole, it is mainly dry content, accounting for more than 80% of all notes. The titles related to the collection of dry goods for raising cats have strong scene preferences, mainly the sooner the cat owner knows, the better the dry goods, novice cat owners must see, kittens ...... Wait.
(Data source: Gray Dolphin Data)
The specific content of the notes includes the preliminary preparation, later preparation, and cost-saving replacement of cats, and the relevant products are implanted in the notes to achieve the effect of soft grass planting.
(Image source: Xiaohongshu)
We can see that it belongs to a typical card search logic, but unlike other ranking notes that we shared before for strong category (such as cat food) search keywords, its main card is "novice cats", "kittens" and other scene search keywords that also have a high click-through rate.
(Image source: Xiaohongshu Spotlight Platform)
In addition, an analysis of the accounts that post notes shows that most of these accounts are enterprise organization accounts, that is, a large amount of content is self-produced content.
(Data source: Gray Dolphin Data)
The above is the introduction of the gameplay of Sickert cat food, which is dominated by the self-made content of the matrix number as a whole, and there are some ranking contents, grabbing accurate pet users and obtaining conversions. Through the content gameplay of Sickert cat food, it can be summarized that:
The keyword selection of the card search logic is diverse, and the search keyword card of the scene with large traffic but relatively small competition is selected to accurately raise pet users, pull search conversion, and give other brands some reference. Brands can choose some keyword output content that has relatively little competition but can also have a certain amount of traffic, such as "cat vomiting", "cat diarrhea", and "cat cheeks" also have good traffic.
(Image source: Xiaohongshu Spotlight Platform)
04 Pure carved cat food
Average order value: 79 yuan
Extremely fast and large exposure pulls cognitive users
The brand mainly operates on the two platforms of Xiaohongshu and Douyin, and in August 22, Chunke began to promote it on Xiaohongshu, and from September to December 22, it output a large number of popular notes to quickly attract cognitive users, and the number of interactions related to notes exceeded 870,000 in December.
(Data source: Gray Dolphin Data)
At the same time, it has also gained very large exposure through brand self-broadcast + short video content + vertical talent live broadcast and other content on Douyin. The relevant traffic has been directly undertaken in the Douyin mall, and the sales base of the product is large in terms of conversion. It has gained a certain popularity on Douyin and has accumulated a large amount of voice.
Typical pyramid structure with large exposure gameplay
Summarize and analyze the accounts that posted relevant notes from August to December 22, and you can see the composition of influencers.
(Data source: Gray Dolphin Data)
As shown in the picture above, it belongs to a typical pyramid play. By cooperating with a large number of KOLs, Chunke makes full use of the fan value of influencers and quickly builds brand awareness. KOLs on Xiaohongshu are often highly influential, helping brands quickly build a product image, and bring a lot of popularity and search volume to the brand in a short period of time, leading to consumption.
At the same time, the enterprise account also has more high-quality content output around the advantages of the product, and the exposure of related notes is large, which can help the brand precipitate users and play a role in further conversion of cognitive users.
There are various types of notes on pure engraved cat food, and the related notes mainly include several types of notes, such as entertainment plots, dry cat goods and a collection of good things recommended by experts. Here's an analysis of these notes:
1. Drama video notes + product promotion: This form of notes is the most common pet note, and the proportion of this type of note is very high in the top notes, and the main focus is the emotional factor, which is inserted and promoted through daily records;
(Image source: Xiaohongshu)
2. Tutorial dry goods for cat raising: accurately reach users and attract cat owners with dry goods. Due to the high quality of the content, it is also easier to produce explosive notes;
(Image source: Xiaohongshu)
3. Collection of recommended good things by vertical experts: Plant products through the output notes of pet experts, make full use of the value of fans, and convert.
(Image source: Xiaohongshu)
As a whole, the gameplay of pure carved cat food is planted through a large number of influencers to create high-exposure content, make full use of the value of influencers' fans, obtain a large amount of traffic in a short period of time, and help users build brand awareness. Next, let's summarize this set of ideas for pure cat food:
The underlying logic of the content gameplay of pure cat food is: to produce large-exposure content with professional talents, and quickly increase brand exposure-endorsement experts to help solve the problem of staged public opinion-enterprise accounts to precipitate their own advantages; to quickly pull user cognition in a short period of time, build a good brand foundation, and drive search conversion.
The above is all the analysis of these 4 brands, and then I will summarize the reasons why these brands can do it.
summary
1. Develop a promotion plan according to brand goals and team advantages. Brands should have enough awareness of themselves and develop a promotion plan based on brand goals and team strengths. For example, if the pure-carving brand wants to attract cognitive users in a short period of time, it will use sufficient financial advantages to cooperate with a large number of influencers to quickly pull search in a short period of time and obtain high exposure for the brand;
Other brands may have different paths due to limited budgets. Jianchuang chose low-cost comment area marketing, and Skart chose to build its own matrix number operation, although they obtained traffic slowly, but they also got good revenue results.
2. The production efficiency of the self-closed-loop business of Xiaohongshu's e-commerce sector is relatively low, and the off-site drainage can be better output.
Through the above 3 cases, you can see the e-commerce sector of Xiaohongshu
The production efficiency of the self-closed-loop business is relatively low, and the off-site drainage can produce better volume.
However, at the same time, Xiaohongshu's self-closed-loop business is in the stage of vigorous promotion this year, and the relevant traffic may have a certain tilt, interested brands can pay attention to the information on the official website, and at the same time, the energetic company team can also try.
Columnist
Sally, WeChat public account: 楠口, everyone is a product manager columnist. Senior consultant of a leading brand with annual sales of 2 billion, and a number of well-known beauty internal training lecturers.
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