In the digital age, the marketing strategy of the F&B industry is undergoing unprecedented changes. How does Xiaohongshu, as a platform integrating community and e-commerce, become the new favorite of catering brand marketing? How does it stimulate consumers' desire to buy and form a strong brand communication effect through users' sharing behavior? Behind all this, Xiaohongshu's unique "beautiful rice cycle" marketing model is at work.
So, what is the "Pretty Rice Cycle"? How does it affect consumers' decision-making process? And how can we help F&B brands achieve sustainable growth? Today, let's explore Xiaohongshu's new methodology in the catering industry.
Taixia shared today "Xiaohongshu: 2024 Xiaohongshu Catering Industry Methodology Report", source: Xiaohongshu Marketing Lab.
Report Summary:
The Xiaohongshu Catering Industry Methodology Report provides an in-depth analysis of the current new trends in the catering industry and the new behaviors of consumers. According to the report, the F&B industry is undergoing rapid change, with consumers seeking not only the taste of food, but also the emotional and cultural values associated with it.
With its authentic and rich content, Xiaohongshu has become an important platform for consumers to make food and beverage decisions. The report proposes the concept of "beautiful rice circulation", that is, to stimulate users' desire to share through high-value and interesting food, forming a circular effect of "sun-see-buy-sun", helping brands achieve the dual goals of high voice and good business.
In addition, the report also describes how to implement effective marketing strategies on Xiaohongshu, including C2B co-creation, peak marketing, grass planting Plus, and loyal fan operation.
Table of Contents:
- preface
- Part 01 The F&B industry is changing, and so are consumers
- Section 1 Catering carries the banner, and eating and drinking become a small blessing in life
- Section 2 Consumers come from the province before the meal and are willing to share after the meal
- Part 02 "Meal" and "Drink" on Xiaohongshu
- Section 1 Xiaohongshu is an important decision-making field for food and beverage consumption
- Section 2 Food users who grew up in the soil of Xiaohongshu
- Section 3 Xiaohongshu's catering industry has slipped in layers: "Live with one stone, buy one and expose Shinjuku ring."
- Part 03 激发“漂亮饭”循环
- Section 1 Find the motivation for the release and integrate it into the product/service C2B co-creation
- Section 2 Let the general pin node create a deterministic peak: the crest sound pin
- Section 3 Let Riyu Grass Planting One Step Closer to the Transaction: Seed Rate Plus
- Section 4 Turning Fans into Publishers: Dealing with Fan Operations
- Part 04 Quickly enter the game and seize the new "red" profit of catering
Trend outlook:
As consumers demand more and more food and beverage experiences, the competition in the food and beverage industry has become more intense. Xiaohongshu's "Beautiful Rice Cycle" marketing model provides a new growth point for catering brands.
By creating content that inspires users to share, brands can build a strong social presence on Xiaohongshu, which translates into actual sales.
Strategies such as C2B co-creation and peak marketing mentioned in the report are all means to help brands achieve effective marketing on Xiaohongshu.
In the future, F&B brands need to pay more attention to interaction with consumers and use platforms like Xiaohongshu to carry out refined operations to achieve long-term brand growth. At the same time, as consumer behavior continues to change, brands also need to continue to innovate to adapt to new trends in the market.
Through the Xiaohongshu platform, F&B brands can better understand consumer needs and grasp the pulse of the market, so as to occupy a place in the highly competitive market.
Excerpts from the report are as follows:
Download the full version of the information: the official account "Xia Shuo"