How do food brands plant grass in Xiaohongshu? Summer is coming, and more and more cold drink brands are beginning to plant grass in Xiaohongshu. In fact, the power of food brands to grow grass in Xiaohongshu has long been unnecessary to prove. There are many ice cream players, including Zhong, Meng Long and Ba Xi at the high end, Yili, Mengniu and Qiao Lezi at the middle end. Today, let's take a look at how an old ice cream manufacturer achieved many explosions by planting grass in Xiaohongshu, and completed the cold start of new products outside the station. Hangzhou Brand Name: Jiutouniu Industry: Food and Cold Drink Brand Description: Jiutouniu is affiliated to Qingdao Dingxi Cold Food Company, which was established in 1995. It is one of the largest modern ice cream and ice cream manufacturers in China. Its products include ice cream chocolate and vanilla ice cream. Ice cream distribution: it has been done through offline channels before. In the last two years, I started to go online and opened a Tmall store. The best seller is crispy canned food. By searching on other platforms, it was found that there was no delivery in Tik Tok and Bi Li, and the Tmall store did not advertise. So its effect can be achieved by planting grass in Xiaohongshu. Delivery analysis: There are many explosion notes of "Crispy Tube" on the platform of Little Red Book. Searching for the "Crispy Tube" drop-down box in the search box of Xiaohongshu, there is already a brand of Jiutou Niu, and the single product of Crispy Tube has also appeared, such as Xicha, Qiaolezi, Yili and Mengniu, which shows the popularity of this single product. The following focuses on dismantling this single product of Jiutou Niu. Figure: The search drop-down box of fragile little red book has pulled the release of nine cows in the past six months, and there are 38 notes in the past six months, all of which focus on amateur grass planting and the release of junior talents. In the choice of talents, 65% publish notes through amateurs, and 35% are primary talents. Amateurs mainly look for bloggers with a fan base of 1k-5k and bloggers with a fan base of 5k- 10w. After focusing on nearly 38 notes, it is found that the contents of the notes are concentrated in the evaluation category. It is these 38 notes that have produced three big explosions, in which the explosion interaction is 1 1W+. Explosives disassembly: In the process of data collation, express delivery was found to explode out of the box. The notes of Little Red Book Nine-headed Cattle belong to amateur grass planting notes, which have not been reported or placed in Little Red Book Dandelion. Several explosive articles mainly talk about the single product "fragile tube". After disassembling these explosive articles from title-picture-text, it is found that they all have a common feature. Topic: Oral English+Action "Don't stop me! I want to store ten more! Please don't stop production. " "Big data brushed this and didn't lick a box." "I finally didn't lie to me! ! This ice cream is delicious! ! "Daily recommendation | Please don't stop production! ! The god of ice cream must be 4 14 "Note that the title is a colloquial expression close to the user, and the exclamation point is used to increase the appeal. Why use spoken English? Because spoken English is undefended, users are more receptive. Why increase the appeal? Because we want our customers to take action, the first action is to click on the notes, and the second action is to search and buy inside and outside the station. Figure: The first picture of these precautions for express disassembly is express disassembly, followed by detailed pictures of different tastes. Unpacking and assembling is the explosion form of Xiaohongshu catering business at present, which was also mentioned in the previous explosion creation. Text: The content forms with strong sense of total-minute-total logic are similar. At first, I liked the products very much, and then I evaluated the taste of ice cream. The content is highly consistent with the picture. Summary: The contents of the products in Little Red Book are all in the same form, that is, after the explosion of 1 note, they are all put in this way. When a style is on fire, the potential energy of this style should be brought into full play. In addition, when it was launched, Jiutou Niu began to make new preheating products in March. Because Xiaohongshu is a platform for planting grass, users need to make decisions by planting grass for a certain period of time, so the time layout needs to be done in advance. On the other hand, it is wrong for some brands to pursue roi as soon as they come up, or to make content after the product is launched and pursue sales purposes. Xiaohongshu's planting grass is to increase the brand potential by planting grass in advance by talents, which is a process of saving money. Later, through live broadcast or information flow, weeding was completed, but ROI could not be completed, but it was difficult to sustain. Summary in Hangzhou: Nine cows successfully planted grass in Xiaohongshu. First, focus on the core item and plant grass around this item; The second is to find the right content form and bring the same explosion style to the extreme; Third, preheating in advance affects the cultivation of consumers' minds, saving before taking, and increasing brand potential. The whole launching process further proves that super products are the lever of brand growth, and explosive products are used to drive business. The significance of sharing the case of Jiu Niu is that a small amount of money can achieve the expected results. Jiutou Niu put 38 notes and 3 explosive articles, and the interactive volume of explosive articles was 1 1w+, which drove the sales of Tmall stores by 8w+.