The current e-commerce era is already the era of content e-commerce and has entered the era of grass planting economy. Nowadays, many brands, KOL talents and platforms (including emerging e-commerce companies such as Shuangwei, Xiaohongshu, Tik Tok and Taobao) are keen on e-commerce and grass planting. So the question is, what is planting grass? "Planting grass" is a very popular online language, and it is also one of the buzzwords that many young people love to use at present. The more common usage is the verb, which refers to the behavior of "promoting the good quality of a commodity to attract people to buy it". This word has been popular in various beauty forums and communities since the Web era, and it has spread to social media platforms such as Weibo and WeChat in the era of mobile Internet, which generally refers to the process of "recommending something to another person and making another person like it". The last two words: "long grass" and "pulling grass" and "long grass" seem to be covered with grass after being adopted by Amway. The ancient poem goes: Wildfire never devours them, and the spring breeze blows high. In the beauty forum, sisters' desire for cosmetics is always like grass on the grass. With a little breeze and light rain, it grows swish and fast. After reading two essence posts, I can plant a garden of grass in my heart. "Pulling grass" is to "pull out" the itching desire to buy, that is, to really buy something that has always been in my heart. Why did you choose Little Red Book? Xiaohongshu is a new blue ocean of flow and a very good platform for planting grass. Planting grass on it is reasonable and users are not disgusted, which can bring considerable sales data to the brand. The content form of Little Red Book is closer to the life scene. There will be some good things to recommend and a list of items, so it is reasonable for us to sell goods and promote products on it. The most important thing is that users also like to watch these. Some of my female friends are really exaggerating. They pay attention to some products recommended by network celebrities and network celebrities, and they will buy them, including some beauty instruments. Even if she stopped using it once or twice, she decided not to buy the products recommended by online celebrities, but after a while, she couldn't help but buy them. This is why I made up my mind to make a little red book. Its carrying capacity is really exaggerated. When we see that something is not particularly expensive and then feel it is necessary, we will definitely buy it. The biggest difference between Xiaohongshu and Weibo is that after users see the content of planting grass, they know a brand when they have demand, and then choose this brand until they finally place an order. In the platform system of Little Red Book, users can reach the designated position in one step, which is an advantage that Weibo does not have. How to promote Little Red Books by planting grass can be roughly divided into the following directions: First, star recommendation: using star effect, real sharing, with the help of star effect, brands or products will break out in a short time. Create a star effect, provide brand awareness while bringing goods, and expand the publicity effect around the star theme when you are paving the way for talents in the later stage. Second, KOL's recommendation: quickly enhance the popularity of a brand or a product, improve the product conversion rate, and create explosive products. However, at present, people have a lot of water (including the existence of various brushes), so special attention should be paid when planting grass. Third, KOC amateur notes sharing: Compared with people planting grass, amateur notes have played a different role. They can increase the first page exposure of keywords and mainly play the role of endorsement. To some extent, the role of notes is naturally to win by quantity. But everything has a degree, and once it exceeds this degree, it will cause essential changes (as the great Marx said). Due to the rules of the little red book platform, too many notes will be distributed, resulting in official restrictions. Once restricted, most people KOL will choose to refuse to promote. Suggestion: Choosing an experienced professional platform for cooperation can avoid unnecessary troubles. Four, keywords and drop-down words, which are popular in Weibo and we usually click on the search box to pop up some column recommendations. Friends who have been popular in Weibo should all know. Simply put, enter the keyword you want to search in the search bar of Little Red Book, and your notes will appear. At present, the operable positions are the top five, top five and top six. What is needed is that users have published notes and are included in the system before they can operate. Of course, it can also be done together with optimization, which can further enhance the height of the brand. The misunderstanding of planting grass in Xiaohongshu Many people saw the benefits of planting grass in Xiaohongshu and started to operate in Xiaohongshu, but they did not do very well. This is because they made these mistakes: 1, the content is not attractive and practical; 2. The positioning tonality of Xiaohong ISBN is unclear. Without the cultivation and incubation of institutions, the content of amateur accounts will be confused, the positioning will be vague, and it may be a bit difficult to find their own tonality; 3. The concerned user groups do not match. Without the intervention of institutions, it is difficult for us to do some accurate matching, and the IP we screen may not be universal; 4. The advertisement implantation is blunt and the note exposure rate is low. Precautions for planting grass There are some routines for planting grass. Real personal experience: Planting grass stimulates others' desire to buy by sharing their own experience, so the experience is real. Learn to write your own experience report, and at the same time, it is best to show the products and values of planting grass in the form of video and graphics. Clear user groups: By sharing and connecting with users, the effect we want to create is very clear, that is, the state that consumers want to achieve is also very clear, so the user groups are also very clear. That's why Li Jiaqi, the first lipstick brother, basically only sells lipsticks and doesn't want to expand to more categories. Vertical users plant grass: users are inaccurate and unfocused, and no matter how many articles are planted, they cannot reach the most users. First of all, we should screen out the accurate target users, and analyze what kind of content the intended users like best through the browsing data of your grass-planting content by the target users. Thereby planting professional and accurate content for these target users.