Xiaohongshu is known as a grass planting artifact for young women and a shopping sharing community of UGC. 202 1 What policy changes have been made to Little Red Book? How to deal with it as an enterprise? The audience of Little Red Book has a very high purchase intention. As long as it is not hard and wide, it can be promoted in many ways. Generally speaking, in Little Red Book, the commonly used marketing strategies mainly include the following four points: First, in the era of KOC planting grass and mobile Internet, the audience's concerns are more and more subdivided, and more and more people are keen on KOC's "opinion leaders" to guide consumption and enjoy consumption preferences and trust. People share their notes through the good stories published by KOC, and the audience communicate with each other through comments, private letters, etc., thus establishing a social network, including the connection between the audience and KOL, and the connection between the audience and the audience, thus triggering a wide network celebrity economy. One phenomenon: two trends in the rise of KOC: advertising has shifted from cognitive education to product sales; In other words, the social e-commerce model aiming at product sales has gradually become a new battlefield for marketers to develop increments. The channel for ordinary people to grow into online celebrities has gradually taken shape. There must be a brave man under the reward. When the short video track continues to be popular, platforms such as Weibo /Tik Tok have successively released plans to support and subsidize the flow of people, and spectators have entered the game one after another: according to the survey, 23% of users who shoot vibrato videos are trying to make money. And a rising star like Xiaohongshu has also accumulated a large number of koc quality bloggers! Second, KOL's dissemination of Little Red Books is different from other e-commerce platforms. It builds a content sharing community based on UGC, in which KOL has a large number of fan traffic and lasting fan attention, and 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. How to screen KOL? A, the analysis of brand and product attributes is the best. The key to advertising from the media is not to find the KOL with the largest and most popular fan base, but to match the attributes of KOL and its fans after analyzing the brand tonality and product attributes, and the one with the highest matching degree is the best. B. User Portrait Analysis User Portrait can provide sufficient information base for brands, and help brands quickly find more extensive feedback information such as accurate user groups and user needs. Portraying users or fans is to let the brand know what kind of users they are facing, but this alone can not achieve accurate delivery, but also analyze the attributes of KOL. C. KOL tag attributes &; After defining the tonality of brands and products and understanding the characteristics of potential consumers, advertising value analysis needs to find a suitable KOL for advertising. Relying on the big data model, this paper selects quantifiable data indicators to formulate scoring standards and analyzes the advertising value of KOL. The key indicators are the number of fans, readings, reposts/favorites, likes and comments, and so on. According to the different weights of these indicators, the advertising value of a KOL is calculated. The higher the score, the greater the advertising value. Before placing self-media advertisements, KOL's choice should not be subjective and blind, but should be based on carefully analyzed data. Thirdly, a study in "Celebrity on the Internet" shows that 8 1% of consumers will influence 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 of all, through big data analysis, portrait of the target population and keyword data of peer competition, the topic is conceived and initiated. 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, let KOL interact with fans, with the help of fans, expand the influence of the topic to a greater extent, and then push the topic to the hot spot according to the content recommendation mechanism of Xiaohongshu platform. After the screen is linked layer by layer, the purchase link of brand goods is implanted into KOL's notes on planting grass to further increase the purchase rate. Fourth, how did the star recommend Little Red Book? That is, when stars enter the platform, just like Tik Tok, they rely on the traffic of stars to guide the platform. 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, without considering their likes, rankings and other issues. Users will 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. The above are some marketing methods and skills of Xiaohongshu. As mentioned above, as a natural advertising platform, Xiaohongshu does not have to worry about whether users will buy it, but more about "how to attract users' attention". Remember: little red book marketing = marketing mode 10%+ high quality 45%+ interactive volume 45%.