Hua Xizi × Xiaohongshu: Efficient Marketing "Combination Punch"
On March 19, 2024, the co-founder of Yige Group, the parent company of Huaxizi, and the marketing team of Huaxizi visited Xiaohongshu and had a dialogue with Xuan Shuang, general manager of Xiaohongshu's beauty and luxury apparel trend industry group, and Minako, general manager of Xiaohongshu's marketing center, on topics such as "the future direction of Chinese brand cooperation and Xiaohongshu's combination boxing style".
At the beginning of the meeting, Xuan Shuang welcomed the staff of Huaxizi in a speech, and said that Xiaohongshu has 300 million monthly active users, with an average daily search volume of 380 million+, and beauty-related trends such as #听劝改妆 and #多巴胺妆容 originated here and quickly swept the whole network, and the user search content of the two major tracks of makeup and skin care has become more and more refined. At present, Xiaohongshu has become a well-deserved "guide to national life". Moreover, Xiaohongshu e-commerce will develop rapidly in 2023, with a transaction scale of more than 100 million merchants increasing by 5 times, and Xiaohongshu users' shopping minds accumulating rapidly.
Subsequently, Zhu Zhu, head of integrated marketing of Xiaohongshu's domestic beauty care industry, further explained the new trend of Xiaohongshu's beauty track: in 2023, the overall popularity of the makeup industry will grow, the new cultural awakening will "roll" to the beauty industry, and the search trend of domestic skin care will increase by 252% year-on-year; At the same time, beauty users are keen to pursue new and different, with limited edition keyword searches increasing by 555% year-on-year, and beauty co-branded keyword searches increasing by 103% year-on-year. Subdivided into the foundation track, Xiaohongshu users pursue #mom life base makeup, and beauty lovers can't refuse the beauty of the original sense.
Taking advantage of the new trend of Xiaohongshu, beauty brands have laid out grass marketing here, and established a real link of mutual knowledge and trust with users. In order to optimize the content marketing layout of Huaxizi and improve the effect of grass planting throughout 2024, during the meeting, Kola, the operation director of Xiaohongshu's domestic beauty industry, made a diagnosis of the current situation of Huaxizi brand and drew user portraits. Kora pointed out that in 2023, the number of new notes related to Huaxizi will increase by 92% year-on-year, and high-value people living in high-tier cities will be the main audience of the brand. After that, Kola combined the Huaxi sub-category matrix and Xiaohongshu's excellent grass transformation cases to give an efficient single product marketing direction. After diagnosing the current situation of the brand, Lei Qiu, the strategic director of Xiaohongshu's domestic beauty and care industry, combined with the case, explained Xiaohongshu's unique efficient grass planting strategy, closed-loop e-commerce ecology and brand upgrade plan on the spot, providing Huaxizi with a new effective 2024 efficient launch strategy, so that the brand can "play" with consumers throughout 2024.
In the afternoon, Minako, general manager of content marketing of Xiaohongshu, explained the new form of content marketing of Xiaohongshu, and planned the new territory of Huaxizi's global marketing in 2024 based on this. In 2024, Xiaohongshu will continue to use IP marketing to create a pulse of Huaxizi's voice and lead the trend of "Oriental Aesthetics". In addition, the arrival of the era of "buyer e-commerce" in Xiaohongshu has opened up new possibilities for the marketing of Huaxizi. You Fei, head of Xiaohongshu e-commerce domestic beauty group, interpreted the new play of buyer e-commerce in the Xiaohongshu beauty industry, and the closed-loop link of Xiaohongshu e-commerce, which is composed of four endpoints: notes, store broadcast, search, and buyer live broadcast, will effectively help Huaxizi open up new opportunities and new increments, and complete the long-term operation covering the whole life cycle of the brand.
In the open discussion session, the teams of Xiaohongshu and Huaxizi conducted intense speculation and collided with more interesting and interesting marketing inspirations. In the speech of the co-founder of Eagle Group, the meeting came to an end, but the in-depth cooperation between Xiaohongshu and Huaxizi has just begun. This conference pointed out the direction for the future cooperation between Xiaohongshu and Chinese brands, Xiaohongshu's real and rich content ecology, and its unique and efficient marketing mix, will continue to efficiently empower the full-chain business growth of beauty brands and bring more possibilities to Chinese brands.