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According to Xiaohongshu statistics, there are 37 first-level content categories and 232 second-level content categories on Xiaohongshu, covering the diverse lifestyles of users. Among them, clothing, shoes and bags, as a popular field on Xiaohongshu, have attracted a large number of users' attention and discussion. According to the data, 70% of Xiaohongshu's monthly active users will search, with an average daily search volume of 380 million, of which 42% are new users.
On Xiaohongshu, users spontaneously express their needs, and link products and opportunities by sharing outfits, evaluating products, etc. Therefore, if brands want to achieve efficient grass planting on Xiaohongshu, they must start from the real needs of users and deeply understand users. To this end, Xiaohongshu provides more accurate content marketing tools, such as crowd finding bloggers, content insight strategies, intelligent creativity, etc., to help brands achieve accurate delivery and efficient conversion.
The marketing rhythm of the Double 11 promotion on Xiaohongshu is divided into four stages: the grass planting period, the warm-up period, the outbreak period and the long-tail period. Each stage has its own unique marketing focus and strategy. During the planting period, brands can attract users' attention in advance by publishing high-quality content and interactive activities. In the warm-up period, keyword advertising and scene construction can be strengthened to improve brand exposure; In the outbreak period, you can increase resource investment and promotion efforts to promote user conversion; In the long tail, users can be kept engaged and loyal by continuously outputting content and optimizing the user experience.
In order to achieve more efficient planting and conversion, brands also need to carry out refined operations and global measurement. On the one hand, it can continuously optimize marketing strategies and content creation by analyzing user behavior data and content performance data. On the other hand, it can cooperate with the platform to use the third-party data provided by it to verify the effect of grass planting and ensure the maximization of the marketing ROI.
Taking a brand of down jackets as an example, the brand successfully achieved efficient grass planting and sales conversion through strategies such as style transmission, scene matching, and differentiated selling points on Xiaohongshu. Specifically, the brand first clarified the needs of the target group and social freshers, and then sparked the interest and resonance of users by releasing content such as American-style retro-style down jackets with daily wear. The brand also combined the nodes of the Double 11 promotion to launch preferential activities and pre-sale policies, which further stimulated users' desire to buy.
Excerpts from the report are set out below
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