│ Preface │ This article is to analyze the operation of Little Red Book Enterprise, from the category of food, including snacks, drinks and baking. The definition of enterprise number mentioned here is not limited to enterprise professional number, and personal number as enterprise marketing also belongs to the definition of enterprise number. Here, by analyzing the notes of Enterprise, we can better understand the content planning of Enterprise, and through the analysis of the typesetting of the title content of the notes, all of which are the sources of good data behind it. The dismantling of enterprise operation can be used as the basis of enterprise operation to learn the content planning. 1/ Snacks Case 1: Three squirrels look at the notes that three squirrels put out in Little Red Book. They not only simply display products, but also combine different strategies to do marketing to attract attention and interact with each other. The first is joint marketing, joint activities with other brands, or cross-border joint activities, such as joint gift packages of six major brands on Mother's Day, customized gift packages around Moore Manor and so on. While attracting consumers' attention, this way can also drain each other's fans. Secondly, festival marketing, introducing new products or new packages suitable for the theme and atmosphere of the festival as holiday gifts. Such as the Spring Festival nut gift box and the 52 snack gift package. As well as playing with stalks properly, doing topic marketing, combining hot topics, and attracting consumers' attention with funny pictures and texts, such notes will have higher praise and messages. Case 2: Good shops open the homepage of good shops, and the types of notes they publish can be simply divided into three types: pet powder welfare, food production tutorial, star and film and television drama. The popularity of good shops in the snack industry is relatively high, and from their pet powder activities, they can effectively activate users. For example, recruiting new product experience officers, sending annual pet powder gift packages .............................................................................................................................................................. Secondly, in the notes released by good shops, the number of videos produced by food accounts for a high proportion, and the quality is not inferior to that of professional food bloggers. As a brand, as a food blogger, you can naturally implant your own products by making self-made food video tutorials. At the same time, the style of the video is very literary and fresh, and the face value and appetite coexist, making snacks a healthy diet. This operation can give extra points to the product and stimulate consumers' interest and desire to buy. Linked with stars, film and television dramas, celebrity effect and topic popularity can be used to improve the exposure of brands and products. Good shops choose the elder brother, "Praise Songs" and "Little Shede", all of which have hot stars and topics, so they can be effectively promoted and drained. One more thing, the topic punching and interactive sections of good shops are also better. The data and feedback brought by amateurs participating in punching interaction are equally real and effective, and more grounded. Case 3: The Little Red Book Enterprise, which came to Iraq for a short time, did not release many notes, but its traffic password was YiBo, the spokesperson. Traffic stars can bring great attention and attract fans in batches. Most of the notes published in Iraq are about the spokesperson and the variety activities he participated in to make topic interaction. For example, in the program "This is Street Dance", YiBo took advantage of the W gesture challenge with the same paragraph, and used this activity to attract fans to the offline stores to participate in the punch-in challenge. As long as the topics and activities related to the spokesperson can attract the attention and interaction of fans. 2/ Beverage Case 1: Yuanqi Forest Yuanqi Forest, the enterprise number, has a relatively high quality of notes, and the average collection evaluation data of each note is optimistic. The highlight lies in its topic marketing creativity and title copy, as well as the interaction and guidance of the comment area. First of all, let's talk about the creativity in marketing. First, personify and visualize the products, such as "bubble water blind date", "group cp" and "bubble water expression pack" ..... which are all very lively and interesting. Second, in addition to the marketing of product taste, extend the brand image, such as "launching a great prize for the craftsmanship of Yuanqi Zi" and "What kind of experience is it to work in Yuanqi Forest?" Wait, this type of activity will deepen consumers' impression of the brand and be more interactive. Secondly, the title of the note is also very attractive, story-telling, impactful and can stimulate users' interest. For example, "surprise inspection! Come in and have a prize! " "help! It's delicious! " "There will be no one who doesn't know!" "Why did XXX find it?" This powerful word will catch the reader's eye more. Another example is "come in and make a wish ~ it's true" and "must you see the end?" "Exposing the menu of Yuanqi Forest Tea Shop" leaves suspense on the title and stimulates consumers' curiosity. The guidance of the comment area is also very important. You can see the comment area at the bottom of each note. The official number has messages that guide interaction, and the tone is also very lively. All in all, the notes of this enterprise number fit the "vitality" in the brand name. Clear positioning, can play with stalks, very lively, close to young people. Case 2: From the notes released by Chun Zhen, the title is quite satisfactory, and there are no eye-catching words, but he refines the main information to the cover, and the design of the cover picture is exquisite, so it is placed on the recommendation home page, which also has his outstanding highlights and attracts clicks. In the event planning, Chunzhen focuses on joint marketing, but all the selected objects have the same characteristics, that is, they can highlight the selling points of products-reducing fat and reducing calories. For example, visiting a vegetarian restaurant, matching with light food, and linking with keep, each plan revolves around the theme of "reducing fat and being healthy". The drainage effect of Chun Zhen obviously lies in doing targeted activities, linking with the fiery variety show and sending tickets for meeting, which can attract a large number of fans to participate in the process design of the activities and drain fans to the online flagship store. Case 3: as a skin care product, Xiaoxian stew has its precise audience, that is, female audience, so it is precisely targeted in marketing. Choose female stars of different ages and different life stages to promote, attract the attention of the corresponding fan groups, get the same paragraph, and become beautiful with their favorite stars. At the same time, the Xiaoxian Stew Enterprise also reprinted the sharing of many small red writers, such as the high-quality life of exquisite white-collar workers, the exquisite afternoon tea of full-time wives, and the maintenance experience of 3+ sisters. These topics can grasp the pain points of consumers and highlight the selling points of products at the same time. By sharing with people, it is easier to attract attention, stimulate users' interest, and be close to and meet their needs. It also helps to enhance the brand image and increase the display of products. 3/ Baking Case 1: Although the account of Mr. FFunnycake Xiao Lu is not an enterprise number, it can be seen from the account profile and top notes that it is actually drained to online and offline course training in the form of personal number. The audience of baking training is baking lovers, practitioners, and baking whites who are interested in entering the industry. Therefore, most of their search keywords are the name of a dessert, making method, modeling reference, etc. More references to related keywords in the notes can increase the chances of being searched. The notes, products and pictures of Mr. Xiao Lu's account are of high quality, so just product pictures and key words can attract users to click and browse in the same type of notes. If it is a video of dry goods and tutorials, it is more attractive and more likely to be collected and consulted. Although the ultimate goal is to drain into courses and training, how to attract students, first of all, the content presented by this account should meet the needs and expectations of users, such as letting users see what problems you can help him solve, what skills you can gain and what effect you can achieve. Case 2: Food Magic Research Institute In the same field, the number of fans and favorite collection data are relatively high, and it is a well-run and distinctive account. Creating your own characteristics is an important secret to attract attention. As can be seen from the published notes, each product and course they launched has its own creativity and characteristics, with bright spots and high value, which can attract users to try new things. At the same time, the video is a teaching output, but the style is very healing and fresh. With the text list, it can greatly increase the collection of notes. The layout of keywords is also very important. Increasing the density of keywords in notes and implanting related hot topics can bring more traffic. Users have the habit of searching and making decisions in Xiaohongshu, so they should be able to market users accurately and make use of content to become the choice in user decision-making. Case 3: Sweet Moer Baking Sweet Moer Baking this account, with 158, fans and 999, praises and collections, is doing a good job in marketing. According to the notes released by them, the contents are mainly baking new products, baking-related marketing ideas/methods, student training, store joining and operation, which are mainly drained to online and offline courses, with clear positioning. Compared with most baking accounts, the highlight of Sweet Moer's baking is her marketing method: First, the frequency of launching new products is high, and the accompanying production method can attract fans' message consultation. The second is to grasp the common or thorny problems encountered in the baking industry, give solutions to the problems, and drain marketing courses. The third is to show the process and learning results of the trainees' participation in the training, so as to attract professionals with the same needs. The fourth is a slightly exaggerated way to share the business situation of offline stores, the joining situation of stores, etc., which will cause curiosity and concern. │ Final summary │ 1. The contents of the notes of the Enterprise must start from the place where the Enterprise itself has the most characteristics and advantages; Enterprise number should also pay attention to the direction of content. If you feel good about yourself or the explosive content of other platforms does not necessarily match the content that users like, too much brand marketing can also have bad effects on users. Second, we must regularly analyze the previous data content, such as fans, content and content feedback, in order to discover what kind of theme content is explosive and attractive. Third, be good at using hot search words to increase the accuracy of customer search. Fourth, advanced pictures are more attractive to users, so no matter in shooting, picture selection and color matching and typesetting, efforts should be made to maintain a unified tonality. 5. Periodic activity interaction, fan interaction and gift giving are also important content planning.