Editor's lead: In this information age, it is not easy to manage an account well. It requires you to choose the right theme and content. The same is true of the operation of Xiaohongshu. This article introduces several novel marketing methods to you. Let's have a look! If you often brush little red books, do you feel this way? I feel that the little red book has been done in many fields, and even the reading field has been subdivided into picture books, psychology, history, parenting and other categories. It is difficult to be a blogger and a brand. The reason why this happens is that when a category appears, the main vertical subdivision in the early stage extends. For example, milk is divided into pure milk, fresh milk, fermented milk, reconstituted milk, yogurt and other categories. Vertical marketing is a way of unlimited segmentation, which can quickly open the market for brands, but the market is infinitely subdivided, and fewer and fewer consumers are caught in a dilemma that no consumers can find. Figure 1: philip kotler's horizontal marketing is a relatively vertical marketing and a horizontal creative thinking mode. By developing new uses of existing products, creating new scenes and targeting new targets, we can find a wider range of people, such as cars without horses, toys+snacks-interesting eggs, meals that can be eaten without naked fire-self-help pots. Horizontal marketing is a creative process, which is more suitable for the divergence of creative content and a kind of creative thinking. It is a necessary supplement to vertical marketing. In other words, horizontal marketing can't replace vertical marketing, but when the market is deadlocked, we can use horizontal marketing to see if there are any new usage methods and scenarios. 1. Horizontal marketing Horizontal marketing is divided into three steps. 1. Choose a key point, which can be something we want to pay attention to, a problem to be solved or a goal to be achieved. For example, what should a reading blogger do, what should a faceless blogger do, and send roses on Valentine's Day. 2. Horizontal replacement produces stimulation, which is the interruption of logical thinking order and creates a new blank market. In other words, this kind of replacement is not common in the market. There are six main replacement methods: substitution method, inversion method, combination method, exaggeration method, removal method and sequence transformation method. For example, take "sending roses to your lover on Valentine's Day" as an example to illustrate how to use these six methods. Substitution: send lemons upside down on Valentine's Day: send roses every day except Valentine's Day for one year. Combination: send roses and pencils on Valentine's Day. Exaggeration: Send many roses on Valentine's Day or just one rose on Valentine's Day. Don't send roses on Valentine's Day. Send roses to admirers on Valentine's Day. 3. The core of establishing the connection is horizontal replacement, and the content logic is straightened out. For example, how to send lemons on Valentine's Day, and under what circumstances can the whole process be smooth. Why do we have to talk about horizontal marketing when we do little red books? Traditionally, we make little red books in infinite segments, such as making beauty, which can be divided into lipstick, mask, water emulsion, perfume and so on. Although seed customers can be obtained in the early stage, the target group of customers is getting narrower and narrower due to the narrow segmentation population in the later stage. On the other hand, the use of horizontal marketing can create a bigger market, and the accounts that have recently exploded on the platform have traces of horizontal marketing. 1) Cooking Elvis Presley vermicelli 1 17W, an increase of 78W vermicelli in a year. Instead of simply being a pet or cooking, cats are used to cook. Kittens hold kitchen knives to create a sense of conflict, create new categories, give users a brand-new visual experience and gain more new people. Figure 2: Cooking Elvis Presley's little red book homepage is disassembled in three steps through horizontal marketing. The operator first concentrates on cooking, thinking about how cooking is usually done by people. What kind of experience does a small pet have when no one is around? Select a kitten that the user likes to do, and then establish a connection in the third step. How does the kitten do it? The whole process is completed through the close-up of the cat's paw. Finally, connect the whole video in series. Figure 3: Video account homepage 2) Xiaoxi and Xiao Shu are lovers' comic bloggers, with 8 1. 1 10,000 fans and 398.8W likes. If you are just a simple comic blogger, you will fall into the Red Sea of teaching comic contest, but show a new combination of couples' lives through comics, and show couples' lives with comics, resulting in a novel user experience. Figure 4: The explosion data of Xiaohe Asu is disassembled by horizontal marketing in three steps. First, around the point of comics, combined with the details of comics and lovers' lives, put forward the whole process. There will be all kinds of interesting little things in the couple's life, which will become creative materials, so that users can shine at the moment and break through the original comic crowd. As mentioned above, bloggers use horizontal marketing to gain new markets. In fact, brands can also use horizontal marketing to make new breakthroughs. For example, Pan Pan food, the traditional enterprise number is an advertisement, which talks about the various selling points of the product. Pan Pan used the flip method. If enterprises don't talk about products, but make friends with users and refine key processes, such as the recent explosion, the official number will directly upload the chat records with users, and Pan Pan, who didn't play cards logically, won a lot of praise from users, just like Haier's operation at that time. Figure 5: Pan Pan professional explosion articles