how to operate and promote products in xiaohongshu? What are the operation and promotion methods of Xiaohongshu? What kind of products are suitable for the promotion of Little Red Books? What methods and skills can improve the operation and promotion effect of Xiaohongshu? Today, I will briefly introduce it to you. Xiaohongshu is a platform for beauty and grass planting, with more than 1 million users per month, and all of them are women with very strong shopping ability. Therefore, many friends who are Wechat business will consider draining the platform of Xiaohongshu, but they don't know how to operate and promote Xiaohongshu. In order to prevent friends who are new to the platform of Xiaohongshu from detouring, I summarized the experience and skills of Xiaohongshu and shared them with you below. How to operate and promote products in Xiaohongshu? What are the promotion methods? 1. What kind of target is suitable for launching Little Red Books? Little Red Book is more suitable for some female consumers, such as skin care, make-up, accessories, maternal and child, bags, food, clothing, shoes and boots, and can produce high-quality and exquisite pictures for brand product promotion. Merchants can implant brand product advertisements through short videos, pictures and texts, thus playing a good publicity role. In addition, according to the summary of Squidward Tentacles's brand launch in Xiaohongshu in recent years, the brands/products that have been effectively launched in Xiaohongshu have the following characteristics: brands that are not eager to seek transformation; High-value or new exotic products; Products that match the portrait of the little red book user; Customers' unit price is higher than that of 3 yuan products; Own brand; Have a well-established e-commerce operation team; I want to do brand precipitation and build a brand. Second, how to promote products in Xiaohongshu? How to promote xiaohongshu? At present, the common little red book promotion mode on the market is to publish notes on planting grass through a large number of little red book bloggers. Why do you want to release it in large quantities? Imagine, if you only send a few notes, how can you compete with hundreds of thousands of notes? Among many promotional notes, the ones you sent are like a drop of water in the sea! Chairman Zhong Xuegao said: It's very simple to build a brand now, with 2, articles in Little Red Book and 2, articles in Zhihu, the brand is basically formed. Of course, this is the way rich brands play. In fact, most brands don't have enough budgets, which requires careful planning by marketing companies, from the launching strategy of bloggers, to the strategy of screening talents, to the high-quality content output, and finally to the refined launch. Only by doing it step by step can we achieve the effect of being small and broad, thus gaining the favor of platforms and users. Due to the low entry threshold for Internet promotion companies, many so-called "professional little red book promotion companies" on the market are selling resources to cut leeks, and fooling those brands with insufficient budgets and ignorance under the guise of low prices. In fact, they have no practical experience at all, and they don't understand the rules of the platform. They only know a lot of resources, and the notes they finally present are not seen at all. What good results can they expect? In the end, it has harmed the brand, and it has also tarnished the reputation of the industry, making it miserable for a formal marketing company like ours. I hope that the brand owners can wipe their eyes and find a regular marketing company to promote it. Don't regard price as the only selection criterion. Quality is the unchangeable truth for every penny! Third, how to evaluate and define the effect of the little red book? The "effect" of little red book promotion is mainly measured from the following three levels: after the notes are sent out, the platform actively recommends them to users who it thinks are "interested" in your content, and how many people read the notes, that is, the real exposure of the notes; The more notes you send, the more users you are recommended, and the greater the exposure of your brand products. Imagine, when you see a product in Xiaohongshu, it seems that all bloggers are recommending it, will you be interested? Or, do you have a deeper memory of this product? Many people regard Little Red Book as Baidu. When users search for a demand word in Little Red Book, your notes can be displayed more on the search results page. When your brand products appear in front of users at high frequency, users will remember you more easily and have a greater chance to choose you. Of course, in addition to a large number of notes, it is also necessary to make a reasonable layout of keywords on a large scale. When I put notes on brands, I must first pull keywords from the internal platform for comparison, screen out high-frequency hot search keywords, and combine them with product words in my notes, so that it is easier to be searched. Start monitoring the background data of e-commerce before placing the notes until half a month after the release. In particular, it monitors data such as traffic source, incoming volume, keyword search volume and conversion. What was the data before the promotion, and what changes did the data have after the promotion? In this way, we can evaluate how effective the promotion is, and finally decide whether to adjust the marketing strategy according to the data. 4. What are the promotion methods of Little Red Book? Bloggers at all levels plant grass: amateurs, KOC, middle-aged people, KOL, and stars. Information flow advertising: you can land on notes, product pages and forms. There are two delivery methods, one is personalized push to the accurate crowd, and the other is accurate keyword search display. The former is charged by thousand exposures (CPM), while the latter is charged by single click (CPC). You need to have relevant qualifications to open an account, pre-charge consumption, and some industries are forbidden. Professional number operation: this is a long-term investment project, and the eager brand should carefully consider it. Don't think about being a fan who will grow by tens of thousands or hundreds of thousands in a month or two, let alone how many customers can be converted at present. If you are in a hurry to transform, it is recommended to cooperate with the advertisement of information flow, and the effect will be ideal. Off-line store exploration: If you have a physical store, you must not miss it, especially the local life services, such as catering and tourism, which are very Nice. Online celebrity Live Delivery: At present, only the link of Xiaohongshu Mall is supported, and other platform links are still in internal testing.