This paper analyzes the operation of Xiaohongshu 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 By analyzing the notes of Enterprise, we can better understand the content planning of Enterprise, and through the typesetting analysis of the notes' titles, these are all good data sources behind. "Enterprise Operation Disassembly" can be used as the learning content planning of "Enterprise Operation Basis". 0 1/ Snacks Case 1: Three squirrels read the note released by three squirrels in Little Red Book. They don't simply display products, but combine different strategies to do marketing to attract attention and interaction. The first is joint marketing, joint activities with other brands, or cross-border joint activities, such as the joint gift package of six brands on Mother's Day, customized gift packages around Moore Manor and so on. This way, while attracting consumers' attention, it can also drain each other's fans. Secondly, holiday marketing, introducing new products or new packaging suitable for holiday theme and atmosphere as holiday gifts. Such as the Spring Festival nut gift box, 520 snack gift package, etc. 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: Liangpin Store opens the homepage of Liangpin Store, and the types of notes it publishes can be simply divided into three types: pet powder welfare, food production tutorial, star, film and television drama. Good shops in the snack industry are well-known, and from their pet powder activities, they can effectively activate users. For example, recruiting new product experience officers, Send the annual pet powder gift package ............................................................................................................................................... ...............: Secondly, in the notes released by the good shops, the number of videos produced by food is very high, and the quality is not inferior to that of professional food bloggers. As a brand and a food blogger, you can naturally implant your own products through 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 products 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. A good shop chooses my brother, and "Ode" and "Little Shede" all have hot stars and topics, which 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, effective and more grounded. Case 3: Xiaohongshu enterprise, which came to Iraq for a short time and released few notes, but its traffic password is the spokesperson Yibo. Traffic stars can bring great attention and attract fans in batches. Most of the notes published in Iraq are about the topic interaction between the spokesperson and the variety activities he participated in. For example, in the program "This is Street Dance", Yibo used the W gesture challenge of the same paragraph 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. 02/ Beverage Case 1: Yuan Qi Forest Yuan Qi Forest, Enterprise No.,the quality of paper money is relatively high, and the average collection evaluation data of each paper money 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 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 vivid and interesting. Second, in addition to the marketing of product taste, extend the brand image, such as "launching the sub-craft award" and "what kind of experience is it to work in the forest?" Wait, this kind 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! Delicious! " "No one doesn't know!" "Why did XXX find it?" This powerful word will attract readers' attention more. Another example is "come in and make a wish ~ it's true" and "do you have to see the end?" "Exposing the menu of Yuan Qi Forest Tea Shop" left a suspense on the title, which aroused the curiosity of consumers. 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 a message that guides interaction, and the tone is also very lively. In a word, the annotation of this enterprise number fits the "vitality" in the brand name. Clear positioning, can play with stalks, very lively, close to young people. Case 2: Judging from the notes released by Chunzhen, the title is quite satisfactory, and there are no eye-catching words, but he refines the main information to the cover. The cover picture is beautifully designed and placed on the recommendation home page, and it also has his outstanding highlights to attract clicks. In the event planning, Chunzhen focuses on joint marketing, but all the selected objects have the same feature, that is, they can highlight the selling points of the products-reducing fat and calories. For example, visiting a vegetarian restaurant, matching light food and linking to keep, each plan revolves around the theme of "reducing fat and being healthy". The drainage effect of Chunzhen obviously lies in doing targeted activities, linking with the fiery variety show and sending face-to-face tickets, 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: Xiaoxian stew, as a skin care product, has its precise audience, that is, female audience, so it is accurately positioned 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, Xiaoxian Stew Company also reprinted the sharing of many little 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 30+ sisters. These topics can grasp the pain points of consumers and highlight the selling points of products. By sharing with others, it is easier to attract people's attention, stimulate users' interest, and be close to and meet users' needs. It also helps to enhance brand image and increase product display. 03/ Baking Case 1: Although the account number of teacher Xiao Lu of FFunnycake 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 enthusiasts, practitioners, and baking whites who are interested in entering the industry. Therefore, most of their search keywords are the name, making method and modeling reference of a dessert. Quoting more relevant keywords in your 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 the product pictures and keywords can attract users to click and browse in the same type of notes. If it is dry goods videos and tutorials, it is more attractive and easier to collect and consult. 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 them solve, what skills you can acquire and what effect you can achieve. Case 2: In the same field, the Food Illusion Research Institute has a high number of fans and collection data, 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, video is the teaching output, but the style is very healing and fresh. With a text list, you can greatly increase the collection of notes. The layout of keywords is also very important. Increasing the density of keywords in notes and embedding related hot topics can bring more traffic. Users have the habit of searching and making decisions in little red books, and should be able to accurately market users and use content to become the choice in user decision-making. Case 3: Sweet Moor Baked Sweet Moor Baked This account,15,80,000 fans, 999,000 likes and collections, has done 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 diverted to online and offline courses with clear positioning. Compared with most baking accounts, the highlight of Sweet Moore's baking lies in her marketing methods: First, the frequency of launching new products is high, and the accompanying production methods can attract fans' message consultation. The second is to grasp the common or thorny problems encountered in baking industry, give solutions to the problems, and guide marketing courses. The third is to show the process and learning results of the trainees to attract professionals with the same needs. The fourth way is to share the operation of offline stores and the joining of stores in a slightly exaggerated way. , will cause curiosity and concern. │ Final summary │ 1. The annotation content of the enterprise must start from the place where the enterprise itself has the most characteristics and advantages; Enterprise should also pay attention to the direction of content. If you feel good about yourself or the explosive content of other platforms doesn't necessarily meet the users' favorite content, too much brand marketing will also have a bad influence on users. Second, we must regularly analyze the previous data content, such as fans, content and content feedback, in order to find out 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 we should strive to maintain a unified tonality in shooting, picture selection and color matching and typesetting. 5. Periodic activity interaction, fan interaction and gift giving are also important content planning.