At present, 1.4 million brands have settled in xiaohongshu for brand management. As a platform with a monthly life of 200 million, and 70% of users were born after 90, Xiaohongshu has become an important position for everyone to understand new brands and products. Nowadays, for these brands, Xiaohongshu can not only help brands gain insight into track opportunities and formulate marketing strategies with the help of platform data insight, but also help brands enter the hearts of users with the help of life trends through the marketing IP created by the platform. The person in charge of Xiaohongshu's commercial market said that there are three new trends in Xiaohongshu's current popularity: simple life, emotional freedom, and early C afternoon T. Behind the "simplified life" are some changes in users' consumption behavior and psychological state. Including some choices in the current economic environment, such as minimalist decoration style, streamlined skin care, and streamlined diet. Behind the "emotional freedom", there are contents such as meditation, psychology and personal growth. In the past, users would get material satisfaction, but now users are more pursuing spiritual satisfaction. At present, in Little Red Book, the categories related to Little Red Book's "knowledge" are gradually expanding in the platform station. "Morning C noon T" belongs to the skin care sector, which is derived from the saying "Morning C and Late A". The early "morning C and evening A" refers to the different ingredients used in the skin care process in the morning and evening, and then it is gradually interpreted as a lifestyle of "refreshing with coffee in the morning and relaxing with sweet wine at night". In terms of catering content, the new trend of "C in the morning and T in the afternoon", that is, drinking coffee in the morning and drinking tea at noon, such as health tea, white tea and milk tea, means that more and more young people are beginning to enjoy "tea culture" and a new leisure way in busy work, which is welcomed by a large number of young users in different cities. These lifestyle trends have gradually broken the circle from small users to the public, and have maintained a high amount of user search and comment discussion in the station. Xiaohongshu helps products share selling points and word of mouth, helps enterprises to be born in Xiaohongshu, and helps good products to grow successfully through insight into the trend development on the platform. So, how does the brand use the little red book marketing? The first way is to focus on the platform advantages of Xiaohongshu. With the help of platform data, brands can gain insight into track opportunities, formulate marketing strategies and improve the marketing success rate of products. The second way is to use the original marketing IP of the community to seize the trend of life and let good products enter the lives of users. Focusing on the analysis of track, audience, demand and product reputation, Xiaohongshu can help brands to see users' evaluation of products in a forward-looking way. Take the new consumer brand "adopt a cow" in the food and beverage industry as an example. During the Double Eleven period, "adopting a cow" hopes to seize the user's mind and increase product sales through marketing. Based on the brand appeal, Xiaohongshu helped the product gain a word-of-mouth insight, and found a repeatedly mentioned positive feedback keyword "ingredient list is clean" in the platform user data, which is a product selling point that the brand has not paid attention to in the past. Xiaohongshu believes that it is necessary to amplify the voice of users, take "clean ingredient list" as the main selling point of products, and play the core marketing point of "baby's first pure milk". Around this marketing point, Xiaohongshu conducted crowd insight and differentiated communication for different users in the station, and completed the creation of content marketing strategy. Finally, help brands to intelligently launch around people with strong shopping intentions and improve the conversion efficiency of products. After a series of marketing co-creation, during the period of "Double 1 1" in 2022, the sales of adopting a cow ranked first in the milk beverage brewing industry track of multiple e-commerce platforms, and the product also achieved a breakthrough in sales.