This year's 618 promotion has been extended to 1 month, and merchants are very tired, but they still can't drive the growth of GMV. In 2024, the total sales of the whole network during the 618 period will be 742.8 billion yuan, showing the first negative growth since 2018.
In terms of this result, it is still in the case of extending the entire promotion time, and if it is not extended, the decline in sales may be more obvious. It's just that the harder you work, the more sad it becomes.
Many brands are wondering, is it my individual problem, or is it the industry's problem? Platform competition and industry competition are becoming more and more volatile, how can you find new increments?
After reviewing the overall data, the growth black box found that this 618 was particularly "material".
First of all, in the context of the overall slowdown in the growth of the market, the homogeneous competition of e-commerce platforms has further intensified. Cancellation of pre-sales, elongation of the marketing front...... A variety of consumer experience-oriented activity mechanisms have been optimized, and the marketing logic of the big promotion has fully returned to the user experience.
Secondly, the rational consumption trend of consumers pursuing the "quality-price ratio" has also made the "price war" of this big promotion more anxious. It is reported that this year, major platforms have also set up "price comparison offices" to monitor market price changes in real time through technical means, provide merchants with preferential price strategies, and ensure price competitiveness.
However, the optimization of these two big promotion strategies has aroused complaints from brand merchants, such as the activity cycle is too long, and various price breaks are out of control, disrupting the original rhythm. The hot search of "Li Jiaqi said that 618 is the most difficult this year" has also triggered discussions on different positions of platforms, anchors, merchants, and consumers.
In addition, a group of brand management data that breaks the industry's perception has also opened a new round of doubts about the myth of GMV promotions among industry practitioners. Among them, the topic of "an e-commerce women's clothing merchant complains that the return rate is as high as 80%" has attracted much attention.
However, in this melee, Xiaohongshu's performance is very different. As of June 18, the number of live broadcast orders reached 5.4 times that of the same period last year, and the number of purchased users in the live broadcast room was 5.2 times that of the same period last year. Yinshi (potato name), the person in charge of Xiaohongshu's e-commerce operations, also said in a previous platform sharing that Xiaohongshu has a high overall repurchase rate, a relatively low return rate, and a relatively high customer unit price.
After in-depth research, we found that taking the beauty and care industry as an example, through the two-wheel drive model of "buyer live broadcast + store broadcast", the average customer unit price of some brands can be maintained at about 1,000 yuan, or even higher. In addition to driving the growth of brand GMV, high customer orders have further enriched the crowd value of potential brand users by building a complete closed loop from awareness to purchase, bringing comprehensive sales and brand voice growth to the brand.
This model is called Xiaohongshu self-closed-loop marketing, which is a new solution to the current e-commerce marketing that we have observed.
This article will focus on the beauty and care industry around the following major topics, and deeply analyze the value and growth logic of this model:
- Why can Xiaohongshu e-commerce create high value and high customer orders?
- How to run a high-value and high-order brand on Xiaohongshu?
- How to do a good job in Xiaohongshu's self-closed-loop marketing?
- What are the continuous innovations of self-closed-loop marketing?
PART1 Why can high-value and high-customer orders run through Xiaohongshu?
1.1 Xiaohongshu is the first position of beauty care marketing
"Little Red Book" has become a new consensus of this generation of consumers.
Especially in the field of beauty, from a series of new concept skincare formulas such as "morning C and night A", "morning P and evening R", to popular beauty trends such as "dopamine makeup" and "E people travel makeup", all of them first came from the communication and sharing among Xiaohongshu users. With the strong atmosphere of interaction and sharing formed by a large number of core beauty care users in the community, these contents not only spread quickly, but also greatly influenced the purchase decisions and daily skincare habits of beauty lovers.
According to the 2024 Xiaohongshu "China Beauty Industry White Paper" released by Xiaohongshu Commercialization and Blue Eye Intelligence, the scale of the domestic beauty market has continued to soar in the past decade, with an average annual compound growth rate of 13.18%. At the same time, in 2023, domestic beauty products will surpass foreign brands for the first time with a market share of 50.4%.
Behind these data changes, Xiaohongshu, as an important grass planting platform, has played an important role in promoting consumers' purchase decisions. Among them, more than 60% of consumers said that they were more likely to be influenced by the content of Xiaohongshu to plant domestic beauty brand products, and more than half of consumers said that they would consider Xiaohongshu's information when buying domestic beauty products, which is far higher than other platforms.
In addition, Xiaohongshu's influence on the purchase decisions of domestic beauty consumers is also significant, with a whopping 72.2% of domestic beauty consumers saying that browsing a new brand or new product on Xiaohongshu no more than three times is enough to stimulate their desire to buy, drive them to search deeply and even own it immediately.
As an important position to influence user decision-making, Xiaohongshu has become the first position of beauty care marketing with its vivid community perspective and strong data capabilities, and has also provided growth soil for more and more beauty brands. Especially for domestic beauty brands, Xiaohongshu data shows that 71.5% of consumers are willing to consume domestic beauty products in various forms on Xiaohongshu, among which brand live streaming is the most popular form of consumption among users.
It is worth noting that in Xiaohongshu, the user's favorability of domestic beauty brands in Xiaohongshu is not out of the traditional stereotype of "big brand replacement" and "domestic products are low prices", the survey data shows that in Xiaohongshu, whether it is skin care products or makeup, the price range of domestic brands that consumers can accept is concentrated within 500 yuan, but at the same time, mid-to-high-end domestic brands also have a certain consumer base, especially in the domestic skin care market, nearly 10% of consumers can accept more than 500 yuan of domestic skin care products.
Overall, the purchasing power of Xiaohongshu users and the recognition of the value of domestic beauty brands are improving. And this diversified consumption behavior and the pursuit of quality life also form the logical basis for consumers to choose Xiaohongshu as a consumption decision with high customer orders.
1.2 Why are consumers more willing to choose Xiaohongshu for high-order consumption decisions?
Professor Philip Kotler, the "father of modern marketing", summarized the unique platform value of Xiaohongshu in the grass planting methodology "The Third Paradigm of Marketing", which was jointly created by Kotler Consulting Group and Xiaohongshu, and said that Xiaohongshu is a best case of H2H marketing.
H2H marketing, or "human to human marketing", is the people-oriented "people-oriented marketing" strategy that has been commonly referred to in the brand marketing industry in recent years. The strategy emphasizes a value connection between people that transcends the traditional buyer-seller relationship, where the consumer is not only the object of the transaction, but also an individual with rich emotions, independent personalities and social needs.
In the H2H marketing model, the consumer's path to purchase has been expanded and deepened. From the traditional "seeing-interest-searching-comparing planting-making orders", the key link of "sharing (i.e., support)" has been added, that is, "cognition-planting-in-depth planting-purchasing-sharing". After users make consumption decisions, by publishing product-related and emotionally inclined UGC notes, on the one hand, it can truly reflect the user's satisfaction with the product, and on the other hand, along with the dissemination of UGC content, it will also drive the next round of crowd penetration and help brands achieve breakthrough growth.
Under this consumption path, users have greater "initiative". Consumers are no longer the object of passive acceptance of brand information, but become the content co-creator in the brand communication link. This user-driven communication model breaks the traditional model of one-way communication of brands, forming a virtuous feedback and consumption cycle with strong interaction and high participation.
Every sharing and recommendation by users on Xiaohongshu is an affirmation and dissemination of brand value. Based on the same frequency identity label, the sharing of real content between users is also easier to resonate, which also gives birth to Xiaohongshu's unique concept of "stratosphere grass".
Specifically, it is a phenomenon of deep influence and trust transmission between user groups with similar interests, values and lifestyles, which will generate a "stratospheric consensus". "Stratosphere" is like a reliable "insider", this closer link at the spiritual level can also help to enhance consumers' trust in the brand and products planted by Stratosphere to a large extent, especially for products with high customer unit price, which further improves the communication efficiency and influence of brand information, thereby promoting the transaction of high customer unit price products.
In such a community atmosphere, "stratosphere grass planting" also creates a differentiated competitive advantage for high-value brands. For example, Xiaohongshu recently released the "Xiaohongshu Top 20 Lifestyle Groups", which describes 20 different lifestyle groups in the community, including people living at home, people who are pregnant with learning, people with fashion attitudes, etc., each of which has its own unique needs and life scenarios.
The "beauty plus" group identifies four different aspects of the beauty plus lifestyle according to which layer of social relations people pursue more beauty, constitutes four core drives, and dismantles six typical groups.
Based on the consumption motivation and consumption behavior of specific groups, brands can achieve deeper communication and more accurate emotional output with people with different lifestyles. At the same time, it can also allow brands to see more potential opportunities associated with lifestyles, tap wider opportunities across categories and groups of people, and open up the whole link of "people x needs x products".
For example, people who also have a demand for mid-to-high-end beauty and skin care products can pay for the efficacy of the product, prefer the emotional value created by the product and brand, or identify with the culture behind the domestic brand. By building a community based on authentic resonance and identity, Xiaohongshu successfully transforms users' enthusiasm and trust in content into a growth engine for the brand, opening up a new path for the growth of high-value brands.
In addition, Xiaohongshu's recommendation algorithm and community mechanism also provide further support for the growth of high-value and high-order brands.
PART2 How can brands add high value and obtain high customer orders through operation in Xiaohongshu?
Driven by the underlying logic of H2H marketing, the brand's business strategy in Xiaohongshu e-commerce is not a traffic-centered marketing model, but more focused on the "crowd thinking" of real individuals.
Whether it is the "KFS model" to improve the content dissemination effect and accurate user reach through the combination of KOL\KOC\KOS, FEEDS and SEARCH, or the "crowd anti-funnel model" to achieve effective brand promotion and user conversion through the gradual screening and penetration of different levels of user groups, these strategies have jointly built a user-centric ecosystem. Among them, the brand attracts users by creating valuable and differentiated content, and spreads to the interest group and the general population through the core group with the highest brand mentality and willingness. Once the reputation of the brand and product is out, you can increase the investment in the crowd and realize the expansion of the crowd step by step.
From "investing in traffic" to "investing in people", this is also the key to Xiaohongshu's ability to operate high-value and high-order brands. Brands are no longer simply pursuing exposure, but through accurate crowd positioning and differentiated marketing strategies, they can establish trust and emotional connection with users.
And in this process, Xiaohongshu's buyers play a crucial role.
In August last year, Xiaohongshu officially proposed that "the era of buyers has come", and this year, with the birth of Zhang Xiaohui, Dong Jie, KK and other Xiaohongshu buyers who exceeded 100 million yuan, it also further demonstrated that buyers are not only leaders in fashion and lifestyle, but also a bridge between brands and consumers.
On the one hand, they rely on their professional understanding and unique expression of brands and products to recommend high-value products that meet consumers' needs and tastes to meet their pursuit of a better life. On the other hand, the trust relationship between buyers and fans makes their recommendations more convincing and influential. And this trust has also laid an important foundation for the buyer's ability to bring goods.
In addition, through Xiaohongshu's diversified content forms, such as graphic notes, video sharing, and live interaction, buyers have also created richer product displays and experiences for users, driving the improvement of conversion efficiency.
During this year's 618 period, the conversion ability of Xiaohongshu buyers has also been further demonstrated. According to the data, the number of buyers who exceeded one million in a single session of Xiaohongshu was three times that of the same period last year, and the number of buyers with a GMV increase of more than 100% was 2.8 times that of the same period last year.
It is worth noting that on the eve of 618 this year, Xiaohongshu opened the two-wheel drive mode of "buyer live broadcast + store broadcast". After establishing the mentality of e-commerce and live streaming through buyers, Xiaohongshu is also gradually enriching the supply of store broadcasts, forming a state of parallel development of buyers' live broadcasts and store live broadcasts. The data shows that during the 618 period, the GMV of Xiaohongshu e-commerce stores was 5 times that of the same period last year. Storecasting has become an important path for merchants to operate in Xiaohongshu.
By sharing their real experience and professional insights, buyers can more accurately reach the target consumer group and stimulate their purchase interest. The storecast provides consumers with more comprehensive and in-depth product information by giving full play to the authority and professionalism of the brand's official website, and enhances consumers' trust in the brand and products.
This two-wheel drive model effectively realizes the whole process coverage from brand display to user interaction to sales conversion.
As a result, under the three major contact points of product notes, in-store broadcasts, and buyers' live broadcasts, Xiaohongshu e-commerce has gradually built a self-closed loop of marketing from cognition to purchase to sharing. Especially for beauty and care brands, through the self-closing loop, it can not only promote the growth of the brand's sales in Xiaohongshu, but also help enhance the brand value and market competitiveness with the fermentation of the three major content touchpoints in the community, and explore new increments for the brand.
Based on different marketing purposes, Xiaohongshu has also sprouted two types of business growth paths since closed-loop marketing at this stage, namely:
● High Point Pulse: Through the live broadcast ecology and the strategy of millions of single products, the explosive growth of brand sales and voice will be driven in the short term.
● Long-term operation: After the high-point pulse, the brand continues to build long-term value in the Xiaohongshu e-commerce ecosystem through store live broadcasts, buyer matrices, product notes, group chats and other business methods, and achieve deep connection with users.
These two types of business growth paths have their own emphasis, and now that the 618 promotion has just passed, the growth black box has specially dismantled the cases of beauty care brands that have achieved explosive growth during the 618 period, and tried to deeply interpret how Xiaohongshu has created a high-point pulse through "live broadcast ecology" and "millions of single products" in closed-loop marketing, bringing business explosion to the brand? I hope to open up some ideas for you in the second half of Xiaohongshu's e-commerce operation.
PART3 How to do a good job of co-frequency operation through the "live broadcast ecosystem"?
Buying is one of the important ways for brands to achieve self-closed-loop, transformation and efficiency improvement on Xiaohongshu.
Different from the traditional live broadcast with goods, in the buyer live broadcast mode, price is not the only measurement criterion, value is the core. Buyers provide consumers with in-depth product experience, professional purchase advice and personalized lifestyle guidance. In addition to creating sales and voice growth for the brand, this stratosphere live broadcast model is more important for the precipitation of brand crowd equity.
For example, through the cooperation with Xiaohongshu buyer @Lingling, Yangshengtang reached a new business high with a single live broadcast GMV of 3.7 million+ (among them, the GMV of the popular product "Winter Pregnancy Essence" accounted for 45%, becoming a million-dollar single product with 2.4 million+ sales); At the same time, the crowd tags of buyers' fans and the brand's audience are highly overlapping, so that the average customer unit price of this live broadcast with 34,000+ views has reached more than 2,000 yuan, which further helps the brand achieve circle-breaking growth and the improvement of comprehensive influence, and witnesses the brand's operation at the same frequency with buyers on Xiaohongshu.
Behind these data is the in-depth layout of the brand's major touchpoints around Xiaohongshu's self-closed-loop operation.
On the eve of the live broadcast, Yangshengtang locked the two major groups of "health firmware" and "beauty bonus" among the brand's fans through the "Xiaohongshu 20 Lifestyle Characteristic People", and finally found that the brand audience and Xiaohongshu buyers @Lingling The lifestyles of the fan group are highly overlapping, and they all pay attention to the small emotions of themselves and their skin, and pursue "beauty and health integration", so the cooperation plan between the brand and the buyer is further clarified.
It is worth mentioning that in order to allow buyers to have a deeper understanding of the brand concept and value, the first thing Yangshengtang did after establishing contact with @Lingling was not to "link up", but to invite Lingling to the factory and company for a trip to the source and many high-quality content creations, so as to exert more long-term power for its follow-up live broadcasts.
Focusing on this special live broadcast cooperation, Yangshengtang has specially expanded multiple categories and sets in the pallet portfolio, such as winter pregnancy CP customized around different skin types such as oily skin and sensitive skin, which has successfully driven new business growth. In addition, it has also launched a series of high-customer orders and black diamonds focusing on groups with higher spending power, building a new business high.
In the warm-up stage of the live broadcast, Yangshengtang and the buyer @Lingling ferment together through the pre-planting content, the buyer's live broadcast appointment notes, and the buyer's daily live broadcast preview.
And after the buyer's live broadcast ended, the heat and business did not stop abruptly. In the group chat field of buyers, user stickiness is continuously improved through group chat check-in, matching Q&A and other interactions. At the same time, the highlight moments in the live broadcast will also be used as high-quality content to help sales conversion and brand value increase.
With a deep understanding of user needs and a keen insight into market trends, buyers who were originally "super users" of the brand have gradually begun to promote the innovation and development of the brand and establish a deeper cooperative relationship with the brand.
During this year's 618 period, "Hua Zhi" teamed up with Xiaohongshu buyer @Alibeibei Cup to create the brand's first buyer live broadcast on Xiaohongshu, and launched its new annual product jointly developed with Alibeibeibei, "Midsummer Night Series Brightening Concealer".
In the development process of the new brightening concealer, in order to meet the needs of different skin tones, the two sides lasted 3 months and debugged dozens of models before the final polishing was completed. @阿里北杯 has sorted out 10 formulas for this to highlight and conceal combinations. In the warm-up stage before the live broadcast, these contents are also released in advance to preempt spoilers in the form of notes, fully guiding buyers, fans and users to pay attention to the live broadcast and achieve efficient water storage.
The close-range, nurturing product development process also gives users more expectations for products. The data shows that in the warm-up stage, the unboxing notes of the new products released in advance by @阿里北杯 created 110,000+ high praises, fully guiding the live broadcast reservation.
On the day of the live broadcast, Hua Zhizhi strongly helped the detonation of new products through Xiaohongshu's "New Product Window" IP. At the same time, @阿里北杯 professional content explanation and unique live broadcast style, the continuous output of explosive memes is realized, and the popularity of live broadcast is pushed to a new height. Among them, in terms of live content strategy, four key links have been made to achieve the full satisfaction of user expectations:
1. Improve the efficiency of user decision-making: In order to help users make consumption decisions faster and more accurately, @阿里北杯 has produced the "most complete in the history of Beifu" color selection strategy, and through color interpretation and function interpretation, consumers can accurately choose products that suit them
2. Create Aha Moment: During the live broadcast, @阿里北杯从调色思路, use techniques, close-ups of color trying, etc., sincerely tell the co-creation experience of the new body brightening concealer, which arouses the emotional resonance of consumers and enriches users' awareness of the "Flower Knowing" brand.
3. Scene shaping to increase viewing popularity: In the live broadcast scene, through the scene layout and props of Drama such as giant concealer and mirror, users are mobilized to the freshness and curiosity of the live broadcast content, which effectively increases the amount of interaction
4. Explosive stalks create live broadcast memory points: For example, at the end of the live broadcast, the buyer invited fans to sing "Flower Butterfly" together, so that fans have memory points for this product, and at the same time, they also have a stronger memory of the product and brand.
In the end, the number of viewers of the 4-hour special broadcast reached 470,000, with a GMV of 3.43 million+, and the jointly developed new brightening and concealer liquid sold 40,000+ pieces, with a GMV of 1.71 million+. Among them, live broadcast reservation users contributed nearly 50% of the live GMV, and 84% of Ali North Cup fans converted and placed orders. With the continuous fermentation of live broadcast popularity and the continuous precipitation of user groups, co-branded and innovative products also continued to sell well in brand store broadcasts, and GMV increased by 4 times month-on-month.
It is not difficult to find that buyers can also become the leader of the brand's long-term operation into Xiaohongshu. Quickly connecting to the store broadcast after the buyer's cooperation can not only enrich the brand's business strategy in Xiaohongshu, but also deepen consumers' awareness of the value of the brand and drive business growth.
Growth Black Box also found that in addition to the above cases, more and more brands have begun to cooperate through buyer live broadcasts to find brand increments, such as Peiying X or that navigator, Aiyimei, etc., in addition, on the live broadcast of brand stores, some brands have successfully attracted a large number of loyal fans through innovative live broadcast content and group chat gameplay, such as Yumi, Ermu Grape, etc.
04 How to create a popular "million items" in Xiaohongshu?
For brands, the birth of popular models does not only mean the growth of sales, but also the long-term growth of brand value.
Popular products can deepen consumers' awareness of the brand, establish brand reputation, and then form a unique brand impression in the minds of consumers. Over time, this impression translates into a loyal fan base for the brand, giving the brand continued competitiveness in the market.
Thanks to Xiaohongshu's natural grass-planting content genes, under Xiaohongshu's strategy of "millions of single products" in closed-loop marketing, the brand is not only creating popular models through centralized voice explosions, but also doing a good job in crowd management.
Every year after the Spring Festival Gala, there will always be a series of "Spring Festival Gala" related content on Xiaohongshu, especially "the same style of the Spring Festival Gala". For example, after this year's Spring Festival Gala, the host Ma Fanshu's same orange ice iron essence lip gloss has caused widespread discussion in Xiaohongshu, inheriting the potential energy of the Spring Festival Gala, during the Xiaohongshu 3.8 new season, Tangerine focuses on the Spring Festival Gala crowd, the Year of the Dragon trend makeup crowd, and the brand has planted grass crowd around the "Spring Festival Gala same lip gloss" product mentality to do in-depth placement, for the store live broadcast to warm up.
On the day of the event, Tangerine further amplified the potential energy of the Spring Festival Gala by highlighting the same words of the Spring Festival Gala and playing the color trial video in the store broadcast, and at the same time combined with the limited-time discounts of the store broadcast to enhance the conversion. On the other hand, the brand also continued to focus on 38 major promotion groups, e-commerce live broadcast groups, I+TI people, etc., through the combination of product notes and buyer live broadcasts, to undertake business transformation, form a closed-loop operation, and hit a new height of transactions.
In the end, during the 3.8 new season, the GMV of the brand exceeded 170w, the single product sold 40,000 pieces, and the total GMV of the orange store exceeded 323w. It is worth mentioning that through closed-loop operation, the search of the Tangerine brand on the site increased by 45% year-on-year, the reading of brand-related notes increased by 52% year-on-year, and the search of SPU increased by 79% month-on-month.
It is not difficult to find that under Xiaohongshu's self-closed-loop marketing link, while increasing brand sales, it also helps to strengthen users' awareness of brand value, so that brands can achieve the shortest path of "planting grass and converting". This link also helps brands achieve category education.
Cumaude, Spain's No.1 private health research brand, advocates scientific, rigorous, effective and innovative holistic solutions, covering four major product lines of cleaning, maintenance, treatment and protection, to solve women's gynecological health problems at all stages of their lives. Based on the small niche of the brand's category, the difficulty in mobilizing user demand, and the difficulty in breaking the circle of marketing, its marketing strategy not only needs to focus on product sales, but also needs to establish stronger brand trust with consumers.
In the first half of this year, the brand started a cooperation with Xiaohongshu buyers by analyzing user feedback and market trends, hoping to educate consumers about the importance of intimate care through the influence and expertise of buyers.
On the eve of the layout of the buyer's live broadcast, the brand combined the content of the influencer category education and the relevant notes of the live broadcast preview, and targeted the potential users of the brand such as "anchor fans", "private care category people", "swimming and diving women", "hot spring spa women" and other brands to break the circle of scene groups and category demand education.
During the live broadcast, the "BK proxy investment" strategy of linkage between the brand and the buyer's live broadcast was used to improve the user participation rate. At the same time, after the live broadcast, the brand also added the two cuts of the live broadcast clips and high-quality notes, and the commercial sales targeted the live broadcast viewers, improved the closed-loop operation, and converted while it was hot.
Under the precise self-closed-loop operation strategy, the brand has not only successfully carried out category education, but also further improved its marketing efficiency, with a live broadcast room ROI of 4+, achieving a self-closed-loop operation effect of high transaction, strong conversion and high popularity.
On the whole, through Xiaohongshu's self-closed-loop marketing system, the brand has achieved the whole process coverage from product display, user interaction to sales conversion, and with the birth of the brand's "million single products", it has also constituted a unique selling point and differentiated product cognition of the product, which helps the brand's marketing efficiency in the Xiaohongshu ecosystem to be further improved.
According to the growth black box research, in addition to the above examples, Xiaohongshu has also given birth to millions of products in multiple categories, such as bath red pine seed bath oil, Bosonine caffeine eye cream, Nai Xiaobai glue-free false eyelashes, Chuangfu Kang Ci Throw Serum, Clarins Double Serum Eye Cream, etc., among which there are more than 10 million overseas emerging gotukola hair masks.
epilogue
For a long time, the beauty and care industry has been one of the most competitive areas for traffic, and it is also the fastest and most active sector in terms of marketing innovation model. In such a fast-changing market, beauty brands must continue to innovate and adapt to market trends if they want to achieve sustainable business growth.
Through the above analysis, it can also be found that Xiaohongshu's self-closed-loop marketing model provides new marketing ideas for beauty and care brands.
On the one hand, thanks to Xiaohongshu's authentic and unique community atmosphere, brands can establish a complete marketing closed loop from awareness to purchase to sharing through product notes, buyer live broadcasts, store broadcasts and other fields, improve marketing efficiency, and effectively accumulate user assets, thereby strengthening the communication and connection between brands and consumers through more accurate crowd management strategies, and achieving long-term business operation.
On the other hand, Xiaohongshu's self-closed-loop marketing model also encourages brands to make innovative attempts and constantly explore new marketing methods and product development directions, such as buyer co-creation and cooperation, which opens up multiple ideas for brand management. In the research and analysis, the growth black box also found that in the Xiaohongshu e-commerce ecosystem, there are still many innovative marketing ideas waiting to be reclaimed.
For example, as a complementary optimization tool, group chat is also becoming an indispensable part of self-closed-loop marketing, which makes the communication between brands and consumers more personalized and immediate, and further improves the communication touchpoints and conversion opportunities of brands in the H2H marketing path of "cognition-planting-in-depth planting-purchase-sharing", providing brands with a more direct and in-depth way to interact with consumers.
With the continuous upgrading of Xiaohongshu's functions, the communication between brands and consumers has become more direct and personalized. Continuous innovation and optimization not only provide more marketing tools and strategic options for beauty and care brands, but also open up a differentiated brand growth idea under the competition of quality and price ratio.
Under the self-closed-loop marketing model, Xiaohongshu has become not only a platform for planting grass, but also the preferred platform for beauty and care brands to achieve business growth. It is not difficult to imagine that in the second half of 2024, more and more beauty and care brands will find users, find buyers of the same frequency, and find good business on Xiaohongshu, so as to achieve in-depth interaction and value co-creation between brands and consumers.