In the "two-way rush" between pets and pet owners, pet owners and pet brands, the pet market has entered a high-quality development stage of rising consumption scale and upgrading of consumption concepts.
When the young Generation Z enters the pet raising stage and dominates the evolution of consumer trends in the mainland pet market, the pet industry will inevitably usher in new challenges. The new generation of "pet raising main force" is not only carrying out "self-raising pet raising", but also putting forward more refined and personalized consumer demand to the supply side, prompting pet brands to shift from extensive operation to intensive farming.
As a "life guide used by 300 million people" and a "lifestyle community for young people", Xiaohongshu has naturally become a witness and an important participant in the advancement of the pet market. From "cloud pet raising" to information collection before pet raising, from novice pet owners to online pet sharing, young pet owners can carry out every aspect of pet raising in Xiaohongshu, and share every joy with the "pet cloud teammates" who have never met, and new pet consumption desires also naturally sprout from the friendly and mutually helpful community atmosphere. Xiaohongshu, which pet owners "like" and "can't live without", has gradually become a must-"plant" place for pet brands.
Especially for small and medium-sized businesses/brands, Xiaohongshu is a rare field for them to leverage high increments at a low cost. Small and medium-sized businesses urgently need effective Xiaohongshu marketing solutions, and use Xiaohongshu's scientific grass planting methodology to effectively launch on the site, and the "integration of attack and defense" has gained high exposure; Optimize the delivery strategy through official tools or platforms such as dandelion, spotlight, and Xiaohongxing to maximize the benefits of grass planting; Find the traffic entrance of the pet industry and operate a closed-loop e-commerce in Xiaohongshu; Under the premise of limited budget, achieve a rapid start of new brands and new categories......
In order to help small and medium-sized businesses in the pet industry gain insight into industry trends, master the mid-year node marketing password, and lead 618, Xiaohongshu launched the 2024 Xiaohongshu Pet Industry Direct Canal Co-creation Association "618 Pet Plan" in Shanghai on May 10, combined with the "Pet Power: Xiaohongshu 2024 Pet Industry Insight Report", in-depth interpretation of pet industry trends and 618 industry methods, and invited Xiaohongshu pet industry platform experts and a number of agents to share practical methodologies from multiple perspectives, and work with merchants and brands to explore new opportunities. Let good products and good brands thrive.
In the "Encyclopedia of Pet Care"
Meet a new generation of pet owners
As "Little Red Book is not known, Little Red Book is undecided" has become a new consensus in the life decision-making of contemporary young people, pet owners have begun to regard Xiaohongshu as their "pet encyclopedia". When they are worried about how to choose cat food and dog food, and wonder whether puppies can eat mangoes, they will choose to come to Xiaohongshu for answers. At the meeting, Bai Quan, head of Xiaohongshu's commercial maternal and infant pet industry, shared such a set of data, in just one year, Xiaohongshu's pet-related content release increased by 107%, content reading increased by 168%, and 100 million+ pet pan-interest groups covering different regions and circles gathered for love. As Bai Quan said, the pet business is booming in Xiaohongshu.
Different from the traditional "casual raising" of pet raising, the new generation of pet owners regard pets as "another self" and emotional sustenance, making pet raising more "ritualistic", and also giving birth to Xiaohongshu's rich and active pet ecology. Shanyi, a planning expert in Xiaohongshu's commercial pet industry, shared seven characteristic groups of Xiaohongshu's pet industry on the spot: more and more "cloud pet" users have turned into the ranks of shovel officials, and [new shovel officials] who are young and have a high line are mostly learning pet knowledge in Xiaohongshu; 【Traveler with pets】Take pets up the mountains and down to the sea, bringing large orders for pet-friendly hotels, pet consignment, pet hitchhiking and other businesses; From February 2023 to February 2024, the exposure of #Cats and Dogs#Single topic will reach 460 million; [Scientific pet raisers] has a higher penetration rate among people under the age of 25; [Intensive New Middle Class] chooses to pay for the service; [Cute pet hoarders] are especially active during the big promotion.
IN THE "HUMAN TO HUMAN" CUTE PET COMMUNITY ATMOSPHERE, FROM CLOTHING, FOOD, HOUSING AND TRANSPORTATION TO BIRTH, OLD AGE, SICKNESS AND DEATH, COVERING MANY PROBLEMS DURING PET RAISING, XIAOHONGSHU HELPS PET OWNERS FIND THE OPTIMAL SOLUTION FOR PET RAISING, COVERING THE DECISION-MAKING PROCESS OF COGNITION, PLANTING, PURCHASE AND SHARING, AND GRADUALLY BECOMING THE CORE ENTRANCE OF PET CONSUMPTION. The marketing of cute pet brands on Xiaohongshu has also entered a new era, from natural distribution of content to long-term grass planting to hard and wide experiments and even IP linkage, and the marketing mix has become more and more diversified.
Grasp the new trend of "exquisite pet care".
Planting grass requires "long-termism"
From feeding well to living well, Xiaohongshu pet owners' pursuit of "exquisite pet raising" has become an important outlet for thousands of cute pet brands to open up new business increments.
Among them, pet staple food is the most popular track, after a whole year of heat explosion in 2023, Xiaohongshu shovel officials have chosen to look at the ingredients in the cat ration decision, but also to pursue functionality, but also to the brand to innovate in technology, towards the ultimate segmentation era; For the selection of dog food, users start from the needs of breed/stage/appearance, far more than the pursuit of full-fed but also the pursuit of good food; Canned/freeze-dried food is beginning to pursue "staple food" and "interactivity", and is becoming one of the essential products for daily feeding.
In addition, pet medicines and health care products have gradually evolved from supplements to daily consumption habits in the health track; The competition in the supplies track is fierce, the brand relies on the "whole flower work" to grab the attention of users, the new shovel official literacy is an important increment of cat litter products, and smart products show signs of grass planting; The pet service market, which covers the whole stage of birth, old age, sickness and death, has become one of the characteristic growth tracks of Xiaohongshu.
Under such an advanced and segmented trend of track differentiation, Xiaohongshu not only provides guidance on "what to do" for brand marketing, but also gives a detailed guide on "how to do" to help merchant brands take advantage of the upcoming 618 to plant grass efficiently and help improve business efficiency.
Looking at the pet content traffic in 2023, the 618 promotion node is the peak traffic throughout the year. During the historical promotion period, the cost has risen significantly, ushering in a peak during the pre-sale period, and falling slightly during the outbreak period, which is expected to be the same for 618 this year. Shi Ning, an operation expert in Xiaohongshu's commercial pet industry, suggested that pet brands should lay out content marketing in advance, and enter the stage of water storage after May Day, test the efficiency of notes at low cost, and realize mental pre-embedding of content first; During the outbreak period, expand the coverage of notes, intercept traffic and obtain strong brand exposure; During the continuous period, it strengthened penetration based on user feedback and effectively expanded the grass planting population; During the consolidation period, the reputation is maintained, and the users who place orders are sustainable user assets, so as to achieve both the voice and sales of the brand.
In order to make new breakthroughs in content marketing and find business certainty, Xiaohongshu's content operation strategy is also constantly iteratively upgraded. The featured "crowd anti-funnel model" and "BKFS content marketing mix strategy" have made Xiaohongshu an important 618 marketing position for small and medium-sized businesses in the pet industry.
With the help of the "crowd anti-funnel model", the brand customizes the core group from the product, and gradually expands the circle to cover the high-potential group and the pan-category group, so as to improve the exposure and penetration rate of the brand in multiple dimensions. The core of BKFS's content marketing mix strategy is to work with KOLs to create high-quality content, and work together with content and search fields to cultivate user minds with brands and IP resources.
Through Xiaohongshu's content creator platform "Dandelion" and promotion and delivery platform "Spotlight", brands can quickly delineate a pool of highly matched KOLs and target them to a wide range of people, quickly improving brand coverage in the short term and improving marketing certainty at low cost.
In order to help small and medium-sized businesses with precision marketing and scientific decision-making, Xiaohongshu makes the value of every grass planting visible. "Little Red Star" sends back-to-third party conversion data in real time to accurately evaluate Xiaohongshu's grass planting value, new customer value and marketing value, assist in optimizing the advertising strategy, and maximize the brand's on-site marketing effect.
During last year's Double 11, the effect of Xiaohongshu's grass planting has been verified in practice. Suligao has insight into the needs of pet users on the station, customizes a new crowd anti-funnel model, and penetrates the mind of "beautiful cat food crowd - cat food category crowd - cat raising crowd" layer by layer, and Double 11 successfully topped the TOP1 of new products on multiple e-commerce platforms. Lan's closely followed the trend traffic of the platform, with the help of KFS product planting and grass combination delivery method, and joined hands with Xiaohongshu bloggers to store diversified content, and the content field cooperated with the rhythm of big promotions to grab exposure, and the search field focused on covering high-popularity categories and big words to achieve on-site defense, successfully breaking the growth ceiling of the head brand on Double 11, and becoming the TOP1 hot search brand of Xiaohongshu cat food.
However, in order to convert the big promotion traffic into long-term brand traffic, pet brands also need to deepen the content planting, use the mall and the live broadcast section to achieve the "marketing-conversion" link in the station, build a complete closed loop of grass planting value, and optimize the user's purchase experience. In the short consumption chain of the closed loop of the site, the user churn rate is greatly reduced, which is also the unique value of Xiaohongshu grass planting. Through the sharing of ideas for the construction of a complete set of closed-loop e-commerce of "building a base, selecting products, grinding content, and engaging in traffic", Xiaohongshu helps industry merchant brands to open a new model of pet business growth in an all-round way from the content field to the marketing track, and complete the whole process from grass planting to transformation on the site.
Content field + search field
Small and medium-sized businesses find certainty in business growth
At the meeting, based on the in-depth understanding and operation practice of Xiaohongshu's closed-loop e-commerce, five excellent cooperative agents of Shiguang Treasure Box, Xingxiu, Baiwen, Yinxiang and Sanqi shared their experience to help small and medium-sized businesses use a two-pronged approach to content and search fields, leverage visible business growth at low cost, and improve marketing certainty.
Jia Xiaochen, the person in charge of the pet industry of Shiguang Treasure Box, proposed that pet brands with cross-platform jump e-commerce marketing needs can use Xiaohongshu's "Grass Planting Direct" to achieve full-link reach and conversion of grass planting users in the station, and achieve sustainable marketing promotion on the site.
Doris, general manager of Xingxiu, believes that in the VUCA era where volaity, uncertainty, complexity and ambiguity coexist, brand operation is becoming more difficult, and accurate search is still the best marketing method. Xingxiu creates an MVP minimum trial-and-error model to help small and medium-sized businesses use accurate budgets on Xiaohongshu to maximize value.
How pet brands make full use of Little Red Star, complete the whole link of grass planting and streaming, and create a closed loop from content to transaction, Chen Ping, the person in charge of Baiwen Pet, also shared in detail at the meeting site, taking the marketing practice of ZEAL cat canned food of China Pet Group as an example, from the accurate insight of the crowd, sorting out the user's reading preferences; to the corresponding content form based on insight matching, and produce high-directional content; and then to the optimization of the landing, improve the efficiency of delivery and expansion, and give a specific way for pet brands to use Xiaohongxing to optimize the crowd strategy and content strategy, so as to help more businesses achieve scientific planting.
"Building a crowd anti-funnel model in the search field" is an effective idea for business curve overtaking, which is also the solution proposed by the business partners to calmly solve the dilemma of the pet food Red Sea category, so as to help brands tap the traffic dividend of the search side.
Payne, the person in charge of business of Sanqi, interpreted the exclusive methodology PKKS model at the meeting, which precipitates the exclusive note optimization methodology through Xiaohongshu to create a high-quality note matrix to achieve efficient and effective grass planting, and then forms a "1+1>2" positive cycle between Sanqi and Xiaohongshu.
In the new consumption era that emphasizes user value, brand insight trends can be closer to users' consumption decisions. Xiaohongshu, the gathering place of the main pet owners, helps pet brands that face both pet owners and pet dual users find new opportunities to resonate with consumer feelings and pet feelings. With 618 imminent, Xiaohongshu expects more small and medium-sized businesses to build a strong sound sales pulse and sustainable closed-loop e-commerce here, so as to achieve a long-term grass planting effect at low cost and open up new business possibilities.