xiaohongshu, founded on June 6th, 213, initially focused on community content sharing, from beauty and personal care sharing to sports, travel, home, travel, hotels, restaurants and other content sharing, and guided users to make transactions. At present, there are about 15 million users, belonging to the blue ocean of content social e-commerce platform, and it is the closest content e-commerce platform to money. There are a lot of traffic bonuses, especially under the background of consumption upgrading, and we have cooperated with JD.COM and Taobao. 7% of users are women, and they are born after 9 s and 95 s, which is especially suitable for women's fast-selling categories such as beauty products, skin care, maternal and child fitness, etc. The characteristics of word-of-mouth sharing among users have the inherent advantages of product drainage, word-of-mouth marketing and topic explosion. In the era of integrated marketing, since the media is a personalized information distribution platform, users themselves are "actively reading content", which is more suitable for receiving information, and Little Red Book is undoubtedly a platform that you should not miss. We found that products labeled as "Little Red Book with the same paragraph" always occupy the hot search list of various e-commerce platforms. Little Red Books not only changed users' consumption habits, but also gradually influenced users' consumption psychology. This determines that the traditional brand marketing method cannot be used in the promotion of Little Red Book. In the promotion of Little Red Book, we commonly call it "planting grass". What is planting grass? That is, using KOL to produce original content to attract users to achieve scene immersion, trigger their active search, enhance product exposure, and help advertisers realize the transformation of the promotion effect of Xiaohongshu. Xiaohongshu started from the community, so the module of "publishing notes" has always been a great weapon for Xiaohongshu to "plant grass" and improve its activity. The users of Little Red Book are mainly women. Girls naturally like to share and record their lives. The module of publishing notes just meets their needs of sharing. Think of the little red book as another circle of friends, where you can record and share the bits and pieces of your life. In fact, "planting grass" is different from traditional advertising. The main body of advertising is no longer the merchant, but the influence or experience sharing from others, which is essentially an information dissemination model based on interpersonal interaction. The reason why it is easy to "plant grass" is attributed to the development of social media. As a kind of communication relationship between people, "planting grass" relies on word of mouth and mutual trust. Social media constantly breaks the communication barrier between users and brings the "relationship" between people closer. Planting grass is not only a patent of FMCG, but also a product with high unit price but scientific and technological blessing/obvious effect/unique value is suitable for planting grass. Because of the long time spent on purchasing decision, it is necessary to strengthen long-term education on planting grass. By planting grass in UGC, we can keep users and let them know that Little Red Book is not only a platform for selling things, but also a social platform, where you can see a lot of fun and interesting content every day. In short, what kind of products are suitable for planting grass? That is, new products/products with new selling points; Self-contained explosion point traffic attribute; Style, high value and/or unique niche. Which products are not suitable for planting grass? For example, brands such as Head & Shoulders shampoo have no need to plant grass, no technical/appearance upgrade, and there is no obvious difference in function from other competing products. There is also a kind of products for boys, because men shop mainly with rational thinking. What should the official brand account do in Xiaohongshu? 1. Create the official account of Xiaohongshu and complete the brand certification. After the brand account authentication, it has the official unified logo "Brand Account" logo, which proves that this is an official account, and the official brand account of the search brand will be displayed first. 2. Official account operation: write and publish articles about product/brand information, sort out and introduce brand products in all directions, and highlight the characteristics and advantages of products/brands. Improve brand activity and brand enthusiasm, and make the brand/product have a certain popularity and credibility in the little red book. 3. koc selected the accounts of Daren at the tail of Xiaohongshu, wrote original tweets and shared notes, used fans to improve product conversion rate and published a large number of promotional articles related to brand products, so as to achieve comprehensive coverage of brand information in Xiaohongshu, so as to improve brand thickness, brand exposure and popularity. Pay attention to quote the company's product pictures/videos, select words with high relevance to label the material and then publish and share it regularly; Refine and optimize keywords to improve the exposure of products/brands on the platform of Little Red Book and the ranking probability of home page; Use Xiaohongshu amateur users to publish in Xiaohongshu, and update articles every day to cover brands/products on Xiaohongshu platform. 4. Discovery page operation analyzes user habits and platform attributes, actively finds out fans who are interested in notes, makes notes appear in the discovery interface, gets more intentional fans to spread and expose horizontally, and maintains the top four positions of accurate user discovery homepage. 5, kol planted grass to detonate the original tweets written by the selected Little Red Book account, and released notes to share, so as to improve the popularity and influence of the brand/product through its strong fan base, and achieve the "celebrity effect" with the help of the sharing of red people, and realize the active search and transformation of fans. 6, accurate traffic delivery, keyword optimization, participation in hot topics, release of original notes through brand accounts, release of brand partners and release of promotion pages in the station, etc., to amplify the content of brand communication and improve the conversion rate. Select the latest notes, and make the notes in the top five of the search results through technical means, so as to expose a large number of related brands/products, and the accurate recommended results of search results will bring accurate potential users to brands. Xiaohongshu will update the official hot topics every day, and the operation team should write notes of Xiaohongshu according to the hot content every day to promote the brand to more people. Generally, the promotion of little red books is achieved by spreading through three channels: acquaintance word of mouth, KOL and online community. 1. A study of online celebrity Linked Screen shows that 81% of consumers will influence their purchase decisions because of high-frequency content. Through big data analysis, portraits of target people and data of competing products, the "Amway" from one online celebrity to dozens of online celebrity attracts kols from all walks of life to form a unique UGC atmosphere, and simultaneously launches fan interaction activities, which generates viral fission with the help of fans. 2. The recommended users of KOL explosions have gained a sense of "identity" and "sense of substitution" in their long-term attention and investment in KOL, resulting in a * * * sound of value and emotion, which makes users willing to pay the bill. Through the recommendation strategy of star KOL explosion, it can not only help brands gain massive exposure, efficient traffic and good reputation, but also gain real sales conversion. 3. In the era of mobile Internet, people's interests are becoming more and more subdivided, and more and more people are keen on red-headed consumption, enjoying consumer preference and consumer trust. People communicate with each other in the interest community through the product evaluation content released by Red Man, and establish a network social relationship, which in turn triggers a wide range of online celebrity economy, which is established by users' sense of belonging and identity with online celebrity. On the platform of Little Red Book, where the content is completely produced by users, the strong communication effect and the extremely low marginal cost of the community itself make it very easy for online celebrity to expand outward and make it easier to "plant grass". Through three promotion strategies, namely, online celebrity's joint action, KOL explosion recommendation of stars and evaluation of red people planting grass, we can create a good reputation for the brand, enhance brand awareness through multi-channel and all-round exposure, and establish a unique image of the brand. Then, it will be carefully launched through vertical forums and other channels, and spread in combination with the community to obtain more accurate users and traffic and achieve higher conversion. Generally speaking, in the process of promoting Little Red Books, brand high-value fans fall into two categories: one is the basic fans who can help you improve your reading and buy brand products; One kind is high-quality fans whose brands can be trusted, which can increase the sales of brand products and even produce high-quality content. In the specific planning process, just like other platforms, it is necessary to analyze the pain points of users, accurately provoke and subdivide accurate users, refine the selling points of products, turn them into talks, and then spread them widely, interact deeply, and drain the purchase. Pay special attention to turning the selling point of products into human words, from showing functions to user experience, and integrating into various scenes; The scene is the "field" that can trigger emotions; Call the five senses experience around personal experience; Easy to understand, speak people's words, use pictures and be direct. In the specific planning stage, it is an effective way to improve the marketing promotion effect of Xiaohongshu by holding activities to promote the brand according to the attribute characteristics of KOL fans, making detailed activity plans before the activities, and making in-depth plans for the drainage, landing and transformation of fans. Planting grass is a technical activity, but there are also routines, such as the star/variety show mentioned above; Take advantage of the hot topics in the category, everyone is suitable, and beauty has a miraculous effect; Doing things is suitable for old brands to push new products. At the same time, with multi-themes, the nodes plant grass: Tanabata dating, National Day travel; Scene planting grass: plum rainy season, changing seasons in autumn and winter, dating out; Planting grass in circles: fitness experts, beauty bloggers and food bloggers. There is a "four-step method" for the promotion of Little Red Books: selecting online celebrity, finding users, playing with content and monitoring, which is deeply integrated with many dimensions such as intelligent analysis of big data, refined marketing, customized creativity and optimization strategy. Use the brand number of Xiaohongshu to tell a good brand story and produce high-quality UGC content. When investing in the promotion channel of Xiaohongshu, we should also help the brand to locate accurately through the big data analysis system, and with the help of "external force", that is, through the fan base and influence of Xiaohongshu KOL, we can create an image for the brand, and finally use emotional interaction to drive business interaction and stimulate consumption desire. In the process of planting grass, the operation of the store is also very important. If it is not done well, it may be the following reasons: the content of the little red book notes is not attractive and practical; The tonality of brand Xiaohong ISBN is not clear; Concerned user groups do not match; The advertisement placement is blunt and the note exposure rate is low. How to solve these problems, there are several solutions: personalization of brand Xiaohong ISBN; Properly plan marketing interaction to increase intimacy with consumers; Keep close contact with consumers and give timely feedback; Plan surprises for consumers and build interest links; Note content positioning is more accurate, higher quality, and identify the target consumer groups. In the process of planting grass, there are five principles to pay attention to: circle communication: "people are divided into groups", and the information of Insight will spread faster in the same circle, which can stimulate the self-communication truth of "audience-audience": sincerity is an eternal routine; The content of planting grass is the key, and I believe it is really recommended by KOL after using it; How is the content of KOL true: 1. Experience the product personally. 2. Experience from the heart, the rhythm of product evaluation and delivery: the rhythm inside and outside the new product listing station is all open; Control, evaluate and guide transformation, and supervise the trend of public opinion; Multi-dimensional comments triggered a * * * sound from beginning to end: do a good job of seo exposure on various platforms and search related e-commerce keywords. Do a good job in SEO exposure of each platform, search for related e-commerce keywords, and show the effect of planting grass everywhere. SEO optimization: Do a good job in Briefing and always re-opening, what is timely re-opening? Every day, timely communication with customers and statistics to see the search volume data of e-commerce can reverse the promotion effect of KOL. The selection of account type, whether the release time is appropriate, whether the release content is planting grass, and the effect of KOL promotion fee, so as to select the next round of planting grass seed account. Doing a good job in promoting the little red book is almost equivalent to opening up a new blue ocean of traffic for the brand. The promotion of Xiaohongshu can bring considerable sales increment to the brand, which is amazing, and also causes many brands to think about the marketing strategy of Xiaohongshu promotion.