"Little Red Book promotion, choose the right KOL is the most important." "Professional Little Red Book manipulation, to create a single explosive goods." "Revealed! Why Qin Lan, Lin Yun and Fan Bingbing have all joined Little Red Book?" ...... This is the "scene" of the circle of friends that several friends showed to understand notes. They don't quite understand why there is less and less information about the products promoted by Xiaohongshu, but more and more "marketing information" to promote the business of Xiaohongshu. Indeed, randomly open a search engine or e-commerce platform, enter the small red book promotion, you will instantly intensive syndrome outbreak. Some netizens complained about this: they have just dodged the last round of "Friends" bombing, is it recently around the friends are engaged in the small red book promotion, note writing marketing? "Now there are a lot of entrepreneurs in the field of marketing, will be in their own main business on the addition of Xiaohongshu promotion, many organizations and even directly transformed Xiaohongshu marketing." Mr. Li, who is the operations manager of a Shenzhen business park, said that some e-commerce enterprises, research and development teams, and even game studios, have recently become obsessed with the business of "Little Red Book" promotion. Mr. Li introduced, currently stationed in the park of more than thirty startups, playing the banner of the small red book promotion business, probably more than twenty. From the point of view of their official publicity caliber, the content of the business is also similar, are small red book manipulation, notes planning and writing, KOL blogger resources, and so on. From the small red book grass is popular in the circle of friends, social circle, and then to the proliferation of "professional small red book promotion", first social, after the e-commerce small red book platform, is indeed a lot of brand manufacturers, small and medium-sized enterprises as a diversion, the latest way to circle the powder. In the field of marketing, ten entrepreneurs, nine "Little Red Book" state seems to have prevailed, this social trend of marketing and promotion mode, in fact, reliable? Entrepreneurs "favor" Little Red Book, claiming that the "professional" threshold is high "Now many companies want to promote their products on the Little Red Book, so those entrepreneurs engaged in the promotion of the Little Red Book business, it seems to be very popular. " Under the introduction of Manager Li, understand the notes added a self-proclaimed professional engaged in the promotion of the Little Red Book entrepreneur Luo Di (a pseudonym). He told Understand Notes that the company was originally engaged in e-commerce agency operations, but in the past two years the demand for e-commerce agency operations has gradually decreased, so the team made the decision to transform. From the beginning of this year, their team turned to specialize in small red book promotion and marketing business. The external caliber of the promotion, as long as the brand, the enterprise will be entrusted to the team of the product, and after that, whether it is the content planning of the notes, the selection and operation of KOL, do not need to worry about. "We provide a one-stop service, and there are a variety of ways to cooperate without worrying about the promotion effect." Roddy informs that customers can choose different promotion services according to the characteristics of their products: there are monthly all-in promotional programs, and there are also forms of promotion that are billed on a per-times basis according to the number of notes and videos posted. He usually suggests that new customers choose to charge by the number of services: the price of a small red book "grass" notes, ranging from 300 to 10,000 yuan. As for the huge difference in price, he explained that it is because of the different levels of promotion accounts. From this point of view, the team's "intellectual output" does not seem to distinguish between high and low, and the key to determining the price is the level of the KOL. Promote the content are planned by the team according to the product information provided by the customer, but published in the ordinary "vegetarian" account price is relatively low, because the notes content is difficult to ensure that the platform is strongly recommended; if the KOL, red account, the promotional effect is obviously different, but the price naturally rises. In the exchange, Roddy showed the company can "control" the vegetarian account, said all through the examination period, there is a certain amount of content precipitation quality number, the number of fans in the 5,000 ~ 10,000 or so (to ensure that the official Little Red Book is effectively recommended to users concerned about the topic). Such a small red book "grass" notes published account, the current offer for each 500 to 1200 yuan. "A lot of KOL accounts on the Xiaohongshu platform, the price of publishing a note is 20,000 or 30,000 yuan to start with." Luo Di believes that if you are not a "tycoon" gold owner, want to detonate a single commodity in a short period of time, or choose a more cost-effective vegetarian account cost-effective, although they earn a commission will also be reduced. When asked about Xiaohongshu as a popular social platform, whether any ordinary users are able to register a new account on their own, release notes content (to promote the product), Roddy emphasized: although the vegetarian account can be registered, but the ordinary user operation and maintenance of limited energy, and it is very difficult to precipitate word of mouth, initiating fan interaction. "So, now and then new registration account attention will certainly not be high, after all, unlike the professional team can be targeted for operation and maintenance and planning." He told Understand Notes that their company has a lot of cooperation customers are because after registering the Little Red Book account on their own, the promotion effect is not good, or even lose money but not earn a yell, and ultimately think of looking for a professional team like them to cooperate. So, in the small red book promotion popular and become marketing organizations "magic weapon", looking for professional organizations to manipulate, write "grass" notes to promote, shoot "Amway" video diversion, commodity Will the goods sell well? The promotion effect is difficult to quantify, the marketing agency to grab fast money "Whether (their) hair little red book notes, or marketing agencies to promote, the effect is actually the same as hit the big time." In a small red book promotion and marketing exchange group, a nickname for "Jiahao" group of friends, often because of the promotion of the problem of frequent complaining. In order to "learn from" as the reason, understand the notes to add him as a friend, detailed understanding of all the problems he encountered in the process of promotion and marketing. Jiahao said, he is a Guangzhou skin care products enterprises in charge of the marketing department. At the beginning of this year, the company's senior management decided to invest money in the promotion of the Little Red Book platform, at first by three colleagues in the Department of Publicity set up a team to operate their own two Little Red Book account, hoping that through the form of grass for the company's e-commerce platform to attract traffic. "Done two months, right, the effect is very general, basically every day is to share notes on beauty, skincare products, there are not many fans, interaction is not much." As the team operated Xiaohongshu account traffic effect is dismal, Jiahao in the circle of friends suggested to the company's senior management proposed to switch to a third-party operating agency to "manipulate" the promotion of Xiaohongshu. Against the pressure of the KPI, he has been on the Internet to find three or four teams that claim to be "professional red book promotion", after detailed communication, and finally an organization that patted his chest to guarantee that he was impressed. The agreement stipulates that the first month to determine the investment of 50,000 yuan, mainly for notes content planning, KOL and Darren account placement. "At that time and the other party also signed a guaranteed agreement to ensure that every day can attract at least 30.""30 is not followed by a specific unit, the other party said this is not good to give the standard." Jiahao explained that the guaranteed data set out in the agreement, the unit is to be based on the customer's products, diversion needs, if the diversion to the e-commerce platform, it is 30 single; if the diversion of WeChat buyers, it will be 30 people. What moved him the most, is the agreement in the content of the guarantee provides a point: if the product is assessed to be competitive in the market, then the contract period can not reach the promotional effect can be a full refund. Therefore, he directly prepaid the agreement, waiting for the "grass" after the effect of attracting traffic. "As a result, the results of this guarantee is the same as those hair transplant advertisements said 6 yuan / fu, is to confuse the concept." A month of promotion period, the agency in the small red book "grass" and promotion action, only for them to bring three orders, the e-commerce platform visits also did not significantly improve. In a hurry, Jiahao found the person in charge of the promotion organization, asked the other side to give a statement. Who knows the other side has a whole lot of reasons are waiting for him. "Said our toner visibility is too low, there is no hype material, it is difficult to form a good interaction. If the awareness is high enough, do I still need to find them to promote it?" Jiahao revealed that the company has since cooperated with two small red book promotion agencies, writing notes have not seen in the really popular V or net red account has been placed, and marketing agencies so-called "guarantee" agreement, are also full of loopholes in the terms, not achieve the effect, are to the product's "problem" all sorts of excuses. The problem is that the product is "problematic" to make all kinds of excuses. To summarize, Jiahao feels that the notes and video content curated by these agencies do not have much advantage over their self-operated teams. Those grass copy at first felt very stylish, but after reading three found that the words seem to be a routine, full of a marketing flavor, "originally the company to find a small red book promotion agency is trying to build the atmosphere of the fashion buyer, but in the end, the whole out of the micro-business flavor." Jiahao and several friends around the product publicity exchanges, the feeling that a lot of online marketing team claiming to specialize in the promotion of the Little Red Book, basically not even the platform Darren, KOL resources, purely relying on the vegetarian account in the hard push, it seems to be very extensive, but the effect is poor, and may even cause the user to the brand's antipathy. So, is it Jiahao they find the wrong temple door, encountered an unreliable marketing agency, or this monthly investment of two to three million dollars, you want to handle the small red book promotion of speculative psychology out of the question? Merchants can not blindly rely on, marketing is not a hit and run from Shenzhen entrepreneurs Mr. Wu, is the small red book marketing exchange group in the more "alternative" member. His business is not beauty, skincare, digital 3C and other common consumer goods, because his business is a long-established restaurant specializing in desserts and snacks. "I missed many platforms for promotion in the past, and now that Xiaohongshu is in full bloom, I hope to make good use of this platform to do some promotion." Mr. Wu told Understand Notes, he is a 65 after, for the Internet is not very understanding, mentioned the small red book promotion is not able to start. Therefore, in the recommendation of friends around Jian only joined this group, hoping to learn some tricks from more marketers. As for why you want to go through the Little Red Book, to promote their own family in Huaqiang North operating more than ten years of snack bar? He confessed that he saw other businesses are doing it, and from the small red book to attract a lot of customers, he also felt the need to keep up with the trend of young people, through social platforms to promote the brand publicity and promotion. "My lover and I don't know how to do this ourselves, so we wanted to ask young people who know how to do this to take charge of content planning and promotion." Mr. Wu said that in addition to registering his account on Xiaohongshu and posting pictures of snacks regularly every day, he also commissioned a planning team in early May to launch a comprehensive "tasting" strategy. "I see a lot of food and beverage stores, are through the food, fashionista account on Xiaohongshu, to publish food tips, the conversion effect is really good." Mr. Wu said that despite the feeling that the planning team to do their own food "description", in fact, did not hit the heart, but there are some customers are really attracted by the copywriting door "taste". "The other day in the store and customers chat, a special bus to come here to eat intestinal noodles and no rice ___ girl mentioned that they are from the small red book to see the guide to rush to." Although not full of customers, but strengthened Mr. Wu's determination to promote the snack bar through the "grass". He admitted that although the current effect of attracting traffic is generally, but try something new, always give enough patience. In the five marketing exchange groups, understand the notes to do a simple survey, there are about 43 group members have commissioned a third-party promotion team to plan the grass content, in the small red book to publish promotional information. Among them, less than 20% of the group members thought it was effective. Conclusion Some industry insiders pointed out that in the past few years, the social platform of Xiaohongshu has accumulated a large number of high-viscosity loyal users through a large number of Amoy, fashion apparel, beauty and beauty bloggers sharing their experiences. However, in recent years, a large number of writers and marketing organizations have flooded into Xiaohongshu, and many inaccurate recommendations and soft articles are also filled with them, resulting in a gradual decrease in user trust. Obviously, a number of marketing organizations mixed in, through the cooperation with Netroots, Darren scraped away a large number of traffic, but also attracted more businesses to try. But the mixed state, some of the "grass" and the actual consumer experience is very different from the content, will also lead to consumer skepticism of the so-called notes on the small red book, video recommendations. The "Little Red Book professional" marketing planning organizations flying all over the world are interpreting the absurd scene of ten marketers and nine "Little Red Book". Although Xiaohongshu is hot, but this kind of rush, wolves and wild beasts of the scene, it is likely that this social known as consumer decision-making platform, pushed to the situation of everyone to avoid the fear of death. ---------- ---------- ---------- ---- WeChat