文 | Sober
"We call users consumers because we only care about whether they consume or not. But only if we treat the user as a person and pay attention to her life, we can do a good job of growth. Paying attention to whether they consume or not will not make your product help users solve life's challenges. Procter & Gamble China CGO He Yabin once told Morketing. In He Yabin's view, future growth should start with understanding living people.
In fact, for brands, whether it is product creation or brand marketing, it has been a long-standing consensus to be user-centric or "people"-centric, but how should we understand "living"?
In Morketing's view, only by truly entering the user's lifestyle and integrating emotions, emotions, values and other factors, can "people" be more emotional and more vivid and three-dimensional, and brands can better understand "people" and gain insight into their real needs. Only by returning to the crowd can we truly find the answer to brand marketing and growth through the link of "people-demand-scene-trend".
This is also just as Xiaohongshu has always pursued internally: "People Matters". Fully understanding people is the beginning of doing a good job in brand management.
1400+ labels with 8 dimensions
Fully understanding people is the beginning of doing a good job in brand management
Brands have never ignored the importance of crowd labels, but the current crowd labels, including Generation Z, small-town youth, exquisite mothers, and urban white-collar workers, which are only based on a single dimension such as age, income, and occupation, have become somewhat rigid and even "outdated".
In particular, at present, with oversupply, media fragmentation, and multiple scenes, even the same person may present completely different needs and appearances under different life scenarios, or different living conditions and methods.
Defining a crowd is not the same as truly understanding it.
As a result, Xiaohongshu, which carries countless users' yearning and expectations for a better life, chooses to re-understand "living" people around "home", the scene that best represents the fireworks of life.
Morketing learned that as early as March this year, Xiaohongshu released four "home lifestyle characteristic groups", according to the user's life stage, definition of home and needs differences, they are subdivided into nomadic youth, nesting youth, all-round life home and home curators, and based on the insight and understanding of these four groups, released the "Home Life Trend Guide".
Sheng Xiang, the person in charge of Xiaohongshu's marketing laboratory, said that in this insight, Xiaohongshu chose to use an "anthropological" way to understand people, cross-site big data insight and clustering, and used more than 1,400 tags to gather users into different clusters, and based on the methodology of Qianjita, combined with crowd attributes and emotions, emotions, values and other 8 dimensions to describe users.
In other words, Xiaohongshu is based on the user's life trajectory, life scenes, interests and preferences, life stages and other real lifestyles, building a more "three-dimensional person" for the brand.
Taking nomadic youth as an example, most of them are students or recent graduates in the workplace, who are in the open exploration stage of life, and their self-awareness/hobbies/careers/intimate relationships are in an uncertain stage, and the volatility is strong, and home is more like a space station for them.
The nesting youth in the next stage are different. Compared with nomadic youth, for this group of 26-35-year-old youth, their careers may be in a period of growth and construction, and they are also building their family identity and social identity at the same time.
Therefore, nesting young people not only integrate their preferences and love into their daily living space, but also complete the change of life status from a lonely person to a two-person world, home is not only a personal "playground", but also a "safety fortress" for two people, which needs to be full of comfort and sweetness.
For this group of married consumers with children, the home is a place that needs to be carefully managed, not only to balance the relationship between work and life, but also to pay attention to the balance of needs between all family members.
As for the home curators, this group of consumers with favorable economic conditions and the pursuit of a higher spiritual life have added "creation" elements to their homes in addition to their functions, and their unique style and ultimate experience are the "just needs" of their lives.
On the whole, this "Home Life Trend Guide" focuses on the scene "home" that can best reflect the user's lifestyle and living status, and Xiaohongshu brings a "book of answers" for the brand's marketing and growth through accurate insight into the four characteristic lifestyle groups of home life: based on "human matters", brands can truly root the real scene behind the user's lifestyle, and "plant" the appropriate content and products more accurately.
This is also what we say, fully understanding people is the beginning of good brand management.
10 yearnings under 4 categories of people
Grasping "definite trends" through "three-dimensional people"
It is worth mentioning that, following the "Home Life Trend Guide", Xiaohongshu has further combined the personalized needs and scene-based applications of young people for the kitchen, and gained insight into the "kitchen lifestyle" of the four major groups of people from the dimensions of aesthetics, function, and emotion, and officially released the "Top Ten Longing Kitchens" of the "Home Life Trend Guide".
The upcoming summer hot "618 node", which is also the peak season for kitchen utensils and kitchen appliances in the kitchen, this timely "kitchen illustrated book" can undoubtedly become the "book of answers" for the brand of "kitchen marketing".
Also based on the four types of three-dimensional people, such as nomadic youth, nesting youth, all-round lifers, and home curators, in this "Kitchen Illustrated Book", Xiaohongshu summarizes 10 types of users' yearning for kitchen styles: nomadic youth yearn for Japanese miscellaneous kitchens and French retro kitchens; The yearning styles of nesting youth are small bar kitchen, Maillard kitchen, and Miyazaki kitchen; The kitchen styles that all-round life families hope to create are new Chinese kitchens, dopamine kitchens, and cream kitchens; Home-based curators prefer haute couture kitchens and cinematic kitchens.
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Behind these ten distinctive yearning styles, it shows the way they build their kitchens, and also hides their functional needs in this scene, which is the most worthy clue for brands to enter the lives of users, and it is also the trend that brands need to grasp.
First of all, the nomadic youth, the key words for their kitchen are fireworks, healing, living alone and eating well. Therefore, they will "build a rechargeable dining bar", "pursue a "zero" sense of life, and "explore pottery cuisine" at home.
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Secondly, nesting youth. For them, the happiness of nesting lies in creating a space that is exclusive to them, so family socialization, atmosphere, drinking rituals, fashion sense, and comic style have become the key words for them to build a kitchen.
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For the all-round life family, they are one hand is work, the other hand is the family, although 9 to 5, but also willing to enjoy firewood, rice, oil and salt, they yearn for the kitchen, is milky, modern elegance, calm atmosphere, lively and smart, full of childlike fun.
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Finally, the curators of the home with the strongest spending power, they have a unique aesthetic and pursue quality, even if it is a kitchen, they also hope to show their own taste and taste. Therefore, operating a tea and coffee art corner and creating a dual Chinese and Western kitchen has become an important scene in their kitchens.
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In fact, for brands, the above scenarios, needs, and trends are the "book of answers". Brands with different growth stages and needs can also find their own business opportunities.
If a brand doesn't know what to sell, the trends in this "book of answers" can give a glimpse of what users are keen on to determine the categories and products they need.
For example, nesting youths are keen to "study the aesthetics of space magic", and the topic has increased by 159.84% in Xiaohongshu-related content trends. They have extremely high requirements for decoration style and storage space, which should be neat and orderly, but also have more storage space. Therefore, products including zero embedding, ultra-thin appliances, kitchen cabinets, countertop storage shelves and other products are their core needs for kitchen products.
If a brand has identified its popular products but doesn't know who to sell them to, it can find users' preferred products from the keywords in the trend and choose the ones that need to be planted.
For example, the related content trend of #Charging Dining Bar# has risen by as much as 136.28%, which is a corner for people to heal themselves through food, and under this trend, a series of small kitchen appliances such as instant noodle bowls, coffee machines, and snack cabinets are the key products they need.
Finally, even if the brand has a definite product and target audience, it doesn't know how to better communicate with them.
Then #Efficient Pragmatism#, #中西双厨#, and #厨房尝鲜家#等这些在小红书上猛增的内容趋势 can become the entrance to communication between brands and users.
From the link of "people-demand-scene-trend", no matter how small the product is, it has the opportunity to amplify itself in the demand, crowd, and scene, and only by returning to the needs of people can good products and good content really be planted in the hearts of users.
epilogue
In fact, on Xiaohongshu, users have always had a heated discussion about the kitchen.
According to official data, in Xiaohongshu, #厨房#相关话题浏览量高达38 600 million, #厨房好物#相关话题浏览量高达57亿. Behind this is the user's love and yearning for a better life, and it has also become a fertile ground for the growth of "home brands", including kitchen categories.
At the same time, as the vane of inspiration for young people's home life, based on the understanding of "people", Xiaohongshu can always provide brands with a more refined dismantling of user demand trends in terms of user insights and grass planting strategies around the logical link of "people-needs-scenes-trends", and provide brands with new business perspectives and directions.
If it is said that fully understanding the crowd is the beginning of doing a good job in brand management, then the brand truly understands the needs of people, which is the beginning of its business growth.
This is also why, following the release of the "Home Life Trend Guide" in March, Xiaohongshu once again created the "Top Ten Yearning Kitchens" of the "Home Life People Trend Guide" for one of the subdivided scenarios of "home" - kitchen.
By understanding more three-dimensional people, we can grasp more clear needs in the segmented scenarios, and bring certainty to the business operation and growth of the brand.
Morketing also further learned that after the "kitchen", in the future, around the most real scene of "home", Xiaohongshu will continue to enrich the label of "four characteristic groups of people in home life", continue to gain in-depth insight into more subdivided scenarios and trends, and create more "books of answers".
In this people-oriented, content is marketing, for enterprises, whether it is product creation, grass planting, or brand management and construction, they should also refer to the "book of answers" given by Xiaohongshu.
More definitive growth answers to "kitchen marketing" are in this complete "Top 10 Kitchen Aspiration" guide.