Today we are going to expand the channels of little red books. There are two ways. The first one is that we build our own account and plant grass. In this way, we need to build a team and spend a lot of time outputting content. The result may be uncertain, which is the pain point of many enterprises. We should expand the channels of little red books. Is there any other way? Is to spread a lot of talented people to plant grass. What are its advantages? Our enterprise only needs to invest a budget, and it will soon get results. And it is relatively certain. Whether we build our own account to plant grass or spread many talented people to plant grass, we all have advantages and disadvantages. * * * all point to us, to hit our popularity and sales in Xiaohongshu. Well, in front of us, our focus is on setting up our own account and planting grass. So let's discuss how to find a large number of talented people to help us plant grass and let us get out of the circle quickly. Speaking of talent, what is talent? What is the talent ecology of Xiaohongshu? Usually we put bloggers who are very professional in a certain field into the red book. They have many fan accounts, which we call KOLKOC. KOL is an opinion leader, more grassroots than an opinion leader. We call them consumer opinion leaders and KOC. This pyramid model is Little Red Book's Daren Ecology. We see a lot of these at the bottom, and we call them amateurs. They are characterized by hundreds of fans, so some amateurs are very talented, and they constitute the most talented ecology of Little Red Book. What are the benefits of these amateurs for us to spread the sex in the little red book? First of all, there are a large number of them, which can form a vigorous atmosphere and make people feel that many people are using your products, and the amateur price is very low. Therefore, if many small and medium-sized enterprises want to find talents in Xiaohongshu, amateurs are actually a good starting point. However, the premise of amateur is that it must be big. Otherwise, because a single amateur has few fans, he can't stir up a thousand waves for a while. It must be a large number of amateurs to create a vigorous atmosphere. Then, based on amateurs, what we see is what we often call tail KOC or tail KOL. What's that look? That is, the number of their fans may be several thousand, for example, more than 5,000, but they have not reached the level of 6,543.8+10,000 fans, so they are called some talents between 5,000 and 6,543.8+10,000, and we call them tail talents. And they already have the ability to carry goods, but relatively speaking, they are still weaker than those QL at the waist. Well, the final price of QC may be higher than that of Shu Ren. But they have more say than the tree people. Ok, go up and you'll get to kol at the waist. This is the talent ecosystem that many enterprises must choose to be brands today. GQL account sharing, they usually reach more than 50 thousand powder, hundreds of thousands of calculations 15QL. Their characteristic is that they still have some influence in this circle and in a field. For some particularly vertical fields, even the voice of 654.38+ 10,000 powder is very high. So the number of his fans depends on different types of industries. If you are a fast-moving consumer product such as clothing, beauty, mother and baby, the requirements for your pink will be higher. If you are a very professional field, you can have more than 100 thousand powder, which is actually a pretty waist kol. Well, further up, we can see that the top part of this pyramid is some bloggers with more than 500,000 fans or even more than one million, millions or even tens of millions. They are already IP network celebrities, and there are many celebrities, all of whom belong to the top of this pyramid. If you can find them to help you make products, the conversion rate is very high with their high popularity and high user stickiness. They have the strongest carrying capacity. After we understand the ecology of Little Red Book, a talent pyramid, we have to think about a problem. If enterprises want to become big brands quickly, why do they have to find third-party talents to plant grass? Because its essence is two words, called borrowing and not borrowing. By what force? With the credibility and influence of Daren, let him form a trust endorsement for us and let us get out of the circle quickly. Therefore, our sales volume is good, our popularity is good, and we can start the volume quickly. Finally, through some talents of these grassroots tree people at the tail, a herd effect can be formed after batch, so that everyone can enter the platform to find out, and I will try this product result. Therefore, third-party talents plant grass, from tree people to tail to waist to top. If you can make a reasonable layout and start the rhythm, that brand can start quickly. We can also look at some examples. How can we find talents to promote today's new products? It has several important steps. First of all, let's take Dingding Lazy Vegetable as an example. In the last two years, it has become a very fast product. Of course, on the track, it adopted such a tuyere of this prefabricated disk, but it chose the right track. In the marketing channel, it is a typical way to bring goods through talents, which can be quickly connected in series. On various platforms, including mainstream short video platforms such as Tik Tok and Little Red Book, they have achieved such an effect of monthly sales of 10 million by bringing goods and talents. It also made his products quickly out of the circle. So how did he invest in talent? Let's take the little red book as an example. First of all, they spread a large number of amateur bloggers, all related to food. He doesn't really have many fans. Look at this, it only has more than 3000 fans. Typical amateur blogger. But one of its labels says that it loves food. Therefore, in the process of finding bloggers, the number of fans and labels are the first goal to consider. Because he wants to find talent fans who are consistent with his target users. This kind of account goes to the store, so this amateur blogger who has more than 3,000 fans and loves food calls ASHI· Nuo Nuo. He made a short video for two minutes to show the convenience of this pickled fish product. Because he eats lazy people, it is convenient for those white-collar workers to have no time to cook dinner. Just buy such products, so his crowd selection is very accurate. In addition to this amateur blogger with thousands of fans, he also found many talents with over 10,000 fans. For example, this guy named Chen Jiaxin, whose label also contains delicious food, is also the target of Ding Ding's lazy dishes. Well, this blogger made a graphic way to promote the explosion of his golden soup fish with Chinese sauerkraut. Ok, let's go up. This earthworm king has nearly 200 thousand fans, and his label is also related to food sharing and baking tutorials. In short, he is a master of eating goods, and the master also made pictures and texts for him, and he got the fish with Chinese sauerkraut in Jintang in five minutes. So this is the lazy dish today, the way they lay out their talents in the little red book. From the end of the tree to the waist to the top, such a typical pyramid model. So now many new products need talents to promote. If your budget is relatively low and you are in the initial stage of small and medium-sized brands, there is a high probability that you will go through these three steps. Start first, then develop, that is, sprint. In the initial stage, we went to lay a lot of KOC and amateurs, plus a small number of KOL of waist experts. What are the concepts of such a small amount and a large amount? For example, we have paved the way for first-class amateurs and KOC experts. At the same time, you can make several kols at the waist, such as three or four, and then gradually increase the number of these kols every month. In this way, a stable growth trend is formed, instead of a very violent and gradually increasing rhythm everywhere, which is more in line with the process of a brand from scratch. This algorithm system will not judge what you have done, and it is more convenient for us to manage the supply chain ourselves. Because if there is a sudden influx of orders, your supply chain may actually be overwhelmed, so step by step is a better rhythm. Finally, after these amateurs and elves have paved the way for you, if there is any further budget, go to those famous network celebrities and bring a wave of traffic, so that you can break through the bottleneck and realize the final powerful harvest. This is what we call the three stages of starting, developing and sprinting. Ok, if it is aimed at some big brands or brands with sufficient budget, especially some brands that invest in the track. Then you need some stronger rhythm to fight this thing. Therefore, it may be the opposite of the rhythm of these small and medium-sized enterprises looking for talents. It may be the rhythm at the top of the pyramid, from top to bottom, not from bottom to top, from bottom to top. So we found some well-known network celebrity IP from the beginning and quickly broke through the bottleneck. Then I went shopping for a lot of talents, and finally I found a lot of kocs to share with amateurs. This can quickly form the effect of breaking the circle in a short time. For example, let's take the first perfect diary of Little Red Book as an example. When the popularity of the perfect diary rises, they will adopt this rhythm whenever they want to push an explosion. For example, we call one of his eye shadows Explorer Twelve-color Animal Eye Shadow. Take this explosion as an example. When they were pushing this explosion, what was his promotion rhythm in Little Red Book? Before March 5 and March 8, they started the pre-sale of Tmall in the early stage of online. At this time, I went to find a group of millions of fans and bloggers to share their products, forming explosive notes, which attracted the attention of a large number of users. It took half a month to do it. In the second half of the month, that is, after the launch in the middle of the year, the official of Perfect Diary immediately launched the topic of sharing Explorer's animal eye shadow. Cooperate with the activities of forwarding the lucky draw. So they found many bloggers with 500,000 to 500,000 fans to share the evaluation makeup and related content of the product. Finally, in the late online period, that is, in April, they recommended the eye shadow of the explorer animal through the in-depth content of the makeup tutorial. At the same time, they found a large number of amateur bloggers with 300 to thousands of fans to post feedback posts after using this product. Only in this way can we create a good word-of-mouth scene, thus forming a vigorous commodity sharing atmosphere from talents to grassroots. This is a typical rapid detonation mode. For the enterprise, it is necessary to find talents in Xiaohongshu today. How to evaluate so many people? This gives you six dimensions of evaluation indicators. First of all, it must be this talent. Is his field related to