Xiaohongshu is a gathering place for soft articles, and users are also very interested in watching advertisements. Judging from the attributes of Xiaohongshu, whether it is to enhance brand awareness or product transformation, it is an essential choice. Generally speaking, in the little red book, the commonly used marketing strategies mainly include the following four points. First, the marketing strategy of Xiaohongshu 1, recommended by the stars: drive traffic and create explosive products on the whole network. It can be said that star recommendation is a major feature of Xiaohongshu. At the same time, the recommended products can easily be given the label of exclusive recommendation by stars, regardless of issues such as likes and rankings, and users follow suit in minutes. Moreover, there is not much commercial flavor in the star's little red book recommendation notes, and it is more a personalized recommendation. These personalized products are recommended by celebrities in the form of pictures, texts and videos. , increase users' trust in goods, and convert it into the direct purchasing power of the brand. 2.KOL diffusion: use KOL attributes to increase brand exposure. Different from other e-commerce platforms, Xiaohongshu has established a content sharing community based on UGC, in which KOL has a lot of fan traffic and lasting fan attention. They have a strong voice and influence. We can use the powerful voice and influence of KOL in Xiaohongshu to implant the brand product image into the impression of fans. The brand gains considerable popularity and search volume from Xiaohongshu platform, which can greatly improve the exposure and conversion rate for the brand. 3, red people planting grass: guide consumption, causing users to place orders quickly. In the era of mobile internet, the focus of the audience is more and more subdivided, and more and more people are keen on KOL-guided consumption, enjoying consumer preference and consumer trust. Through the evaluation notes released by KOL, people communicate with each other through comments, private messages, etc. in Xiaohongshu community. , and established the network social relations, including the relationship between the audience and KOL, and the relationship between the audience, which triggered a wide range of network celebrity economy. Fast communication creates a good reputation for the brand through four strategies: star recommendation, KOL diffusion, network celebrity dominating screen and little red book promotion planted by red people, which can achieve a lot of exposure for the brand, enhance brand awareness, establish a unique image of the brand and bring higher transformation to the brand. 4. Online celebrities dominate the screen: note siege, strengthening the brand impression of the audience. A study shows that 8 1% of consumers will affect their purchase decisions because of high-frequency content. Therefore, if you want the brand to be exposed quickly in Xiaohongshu, the key point is to combine KOL and create a "phenomenal screen" for the brand with high-quality dry goods. First, through big data analysis, portraits of target groups, and competitive keyword data, the topic was conceived. Then many kols sent notes on planting grass together to attract more kols to participate and form a unique UGC atmosphere. At the same time, KOL interacts with fans to expand the influence of the topic with the help of fans. Then push the topic to the top according to the content recommendation mechanism of the little red book platform, and embed the purchase link of brand goods into KOL's grass notes through layer-by-layer linkage to further improve the purchase rate.