1 Xiaohongshu, founded on June 6, 2013, initially focused on community content sharing, starting from sharing beauty and personal care, and later involved sports, travel, home, travel, hotels, restaurants, etc.

share and guide users to conduct transactions.

It currently has about 150 million users and belongs to the blue ocean of content social e-commerce platforms. It is the content e-commerce platform closest to money.

There are a lot of traffic dividends, especially under the current background of consumption upgrading. We have cooperated with JD.com and Taobao. 70% of the users are women, mainly those born in the 90s and 95s. They are especially suitable for beauty, skin care, maternal and infant fitness.

For fast-selling categories such as women, the characteristics of user word-of-mouth sharing have the inherent advantages of product drainage, word-of-mouth marketing, and topic detonation.

In the era of integrated marketing, self-media serves as a personalized information distribution platform, and users themselves are "actively reading content." This scenario is more suitable for receiving information, and Xiaohongshu is undoubtedly a platform you should not miss. We found that people who are posted

Products with the "Same Style from Xiaohongshu" label are always on the hot search lists of various e-commerce platforms.

Xiaohongshu not only changes users’ consumption habits, but also gradually affects users’ consumption psychology.

This determines that traditional brand marketing methods cannot be used to promote Xiaohongshu.

2 In Xiaohongshu promotion, we commonly call it “planting grass”.

What is grass planting?

That is, Xiaohongshu KOL is used to produce original content to attract users to immerse themselves in the scene, trigger their active search, increase product exposure, and help advertisers realize the transformation of Xiaohongshu promotion effects.

Xiaohongshu started as a community, so the "publish notes" module has always been a great tool for Xiaohongshu to "plant grass" and increase activity.

The user group of Xiaohongshu is mainly female. Girls naturally like to share and record their lives. The module of publishing notes just meets their needs for sharing.

Think of Xiaohongshu as another circle of friends, where you can record and share every detail of your life.

"Planting grass" is actually different from traditional advertising. The advertising subject is no longer the merchant, but comes from the intentional or unintentional influence of other people's opinions or experience sharing. This is essentially an information dissemination model based on interpersonal interaction.

The reason why it is easy to be "planted" is due to the development of social media. As a kind of communication relationship between people, "planting" relies on word of mouth and mutual trust. Social media continues to break down the communication barriers between users.

, which brings the "relationship" between people closer.

Grass planting is not just a patent for fast-moving consumer goods. Products with high unit prices but with technological blessings/obvious effects/unique appearance are also suitable for grass planting. Since the purchase decision-making process takes a long time, it also requires long-term education and reinforcement on grass planting.

Retain users through UGC planting and let users know that Xiaohongshu 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.

Simply put, what kind of products are suitable for growing grass?

That is, new products/products with new selling points; products with explosive traffic attributes; stylish, good-looking/or unique and niche.

Which products are not suitable for growing grass?

For example, for mass-market brands, such as Head & Shoulders shampoo, there is no need to grow, there is no technical/appearance upgrade, and there is no obvious functional difference from other competing products. There is also a category of products specifically for boys, because men mainly think rationally when shopping.

3. Xiaohongshu promotion generally spreads through three channels: word-of-mouth among acquaintances, KOL, and online communities.

1. A study by Internet Celebrities Linked to Dominate the Screen shows that 81% of consumers will have their purchasing decisions affected by frequently appearing content.

Through big data analysis, target group portraits and peer competitor keyword data, topics are conceived, from one Internet celebrity to dozens of Internet celebrities working together to "Amway", attracting KOLs from all walks of life to form a unique UGC atmosphere, and simultaneously launching fan interactive activities.

Use the power of fans to create viral fission.

2. Users recommended by celebrity KOLs gain a sense of "identity" and "sense of involvement" from their long-term attention and investment in KOLs, thus generating value and emotional buzz. This sense of identification makes users

Pay the bill willingly.

Through celebrity KOL hot product recommendation strategy, it can not only help the brand gain massive exposure, efficient traffic and good reputation, but also gain real sales conversion.

3. In the mobile Internet era, people's interests are becoming more and more segmented, and more and more people are keen on celebrity-guided consumption and enjoy consumer preferences and consumer trust.

People communicate with each other in interest communities through the product evaluation content released by celebrities, and establish a network of social relationships, which in turn triggers an extensive Internet celebrity economy - which relies on users' sense of belonging and identification with Internet celebrities.

Establish.

On the Xiaohongshu platform, where content is entirely generated by users, the strong communication effect and the extremely low marginal cost of the community itself make it very easy for Internet celebrities to expand outward, making it easier to "plant grass".

Through the three Xiaohongshu promotion strategies of Internet celebrity linkage to dominate the screen, celebrity KOL recommendation of hot products, and celebrity evaluation, we can create a good reputation for the brand, increase brand awareness through multi-channel all-round exposure, and establish a unique brand image.

Then use vertical forums and other channels for precise placement, and combine it with the community for dissemination to obtain more accurate users and traffic, and achieve higher conversions.

Generally speaking, in the promotion process of Xiaohongshu, high-value fans of the brand are divided into two categories: one is the basic fans who can help you increase the number of readings and purchase brand products; the other is the brand's trustworthy fans who can enhance the brand's products.

sales, and can even produce high-quality fans with high-quality content.

In the specific planning process, just like other platforms, it is necessary to analyze user pain points, accurately engage, segment precise users, refine product selling points, turn them into conversation topics, and then spread them widely, in-depth interaction, and attract purchases.