Editor's lead: There are many methods worth learning behind the marketing strategy of brand from 0 to 1. As the leader of the big bra category, how did the toffee pie go from 0 to 1? The author of this article will answer your questions. Taking toffee pie as an example, the author shared the methods and experiences that Xiaohongshu brand marketing is worth learning. Let's study together, hoping to help you. As the top brand of big bra category, Toffee School is also among the best in the new brand segmentation category. In the marketing strategy of Xiaohongshu, how did they get from 0 to 1? I believe there are many marketing highlights and experiences worth learning and learning from e-commerce brands or new consumer brands. Next, this paper will focus on dismantling the content marketing game of toffee pie in Xiaohong's book. I. Category Mental Vacancy/Selection Brand companies or e-commerce companies can clearly define and subdivide product selection or category positioning at the beginning of the marketing planning of Xiaohongshu brand, so in the next back-end efforts, the crowd will be more accurate. Taking bras as an example, we may think of many classifications, such as: large-breasted underwear, small-breasted underwear, and underwear without size, which are subdivided as a whole. According to the conventional category positioning, toffee pie belongs to large bra. Of course, it's not just toffee pie that locates the track in the same category. However, it is a test of the team's control over content marketing to do a good job in the content of the little red book like the toffee pie, and to achieve scale and accuracy. Second, the study of the pain points of the target population. I don't mention the age, region and consumption power of the target population here, but only the excavation of the pain points of the crowd. In the research on the professional number of Toffee School Little Red Book and about 500 explosive articles, we divided the pain points and needs of the target population into direct needs, related needs and parcel needs. 1. How to expose small breasts and how to prevent them from getting bigger when sleeping? The daily embarrassment of girls with big breasts is the premise of making content and the most distressing place for the target population. We can capture the pain points of the target group from the professional number of Xiaohongshu and the title of Daren Explosion. For example, "how to show small breasts and big breasts", "how to sleep with big breasts" and "daily embarrassment of girls with big breasts" are all direct needs of the crowd. Another example is: slightly fat/slim/110 kg-170 kg+height; 158cm60kg new method for girls with slightly fat breasts in autumn and winter; Slightly fat to wear | Another wave of underwear I love to share; 140 kg wear | big clothes and small underwear are ten kg thinner; 168/ 1 14 temperament sweet dress | pear-shaped; 145 pounds to explore the store | Xiaojijia plus size | wear a sense of exquisiteness at a fair price; 160 130 | Pear-shaped ultra-covered legs, thick crotch, wide crotch and slim pants; 150/84 the double-door leopard lady is a goose, with a height of 1.5 meters. 2. Relevance demand (flank demand) captures the point that users pay more attention to girls with big breasts and attacks consumers' psychological needs, such as: 1 10- 170 kg, spring wear, summer wear, autumn wear, winter wear, thin white wear for 65,438 seconds. The demand for wearing thin clothes is also obvious. Undertaking slimming and wearing will include the related needs of big breasts and small breasts, which is the pain point of the target population. For example: lazy people lose 5 pounds? Big breasts and small underwear are absolutely unique; Wear a golden secretary temperament suit in early spring | slim and white! Girls with slightly fat breasts must see small underwear and get thinner in seconds? Dress thin | Comfortable underwear for girls with slightly fat breasts. 3. Package demand (public topics as the starting point) In the study of 500 explosive articles of Little Red Book of Milk Sugar School, it is found that there will be 20-30 notes related to Korean dramas, weight loss, sports troubles, underwear evaluation, headlines and other topics. Brands that are currently doing little red book marketing or planning to do little red book marketing in the future can remember this sentence. Whether it's content, title or crowd survey, you can put this formula: scene marketing = specific crowd, specific space+specific time+specific demand pain point+specific sense of ceremony. Third, the research on the content strategy of the little red book │ explosion logic │ Before doing the content strategy of the little red book, you must write a brief explanation. The following detailed disassembly will not be carried out one by one. Readers can follow the following instructions. Topic direction: 1 10- 170 kg girls' troubles (weight and height)/slightly fat clothes/direct pain points; Content form: different forms focus on different purposes/videos or pictures and texts; Topic selection: worry (pain point)/benefit result/two-in-one horse racing system; Cover selection: high click rate cover/three-in-one horse racing system; Content structure: explosive structure has high similarity; Topic/keywords: keywords determine the search flow/topic depression; Comment area: data maintenance/comment area maintenance. 1. Little Red Book Explosions of Cream Candy School 1) Select Topics and Titles. For the crowd, extract the first 100 explosive articles from 500 explosive articles. We can see that there are four kinds of titles. Weight, height, cup size, keywords: 158cm60kg, new dress for girls with chubby breasts in autumn and winter,168/14 temperament sweet dress | pear shape, look! 140 kg wear | big chest and small body, underwear is ten kg thin. Slightly fat wears thin keywords: lazy people lose weight and lose 5 pounds? Underwear with big breasts and small breasts is absolutely unique, and the clothes are slim. Key words: I found the best big-breasted underwear to wear! ! , clarify it! It's really 70D, etc. Another eye-catching topical keyword: Miss Korea's temperament has reached a higher level. The so-called married wife's mouth misses me ~ the topic template with high explosion rate has high similarity and the topic selection is also very similar. 2) The cover of Little Red Book has a high explosion rate, and the cover with and without wearing is compared (Source: Little Red Book Notes cover with toffee pie). Cover picture: before, after, etc. The upper body effect of ordinary underwear is in contrast to that of toffee underwear, which visually impacts users and evaluates several underwear | Don't buy these fat underwear! Threaten the title blessing and stimulate users' interest in reading. Small breasts don't fit in the cover: reverse emphasis on' small breasts don't fit in', big breasts become small breasts, target people with big breasts are positioned, and the topic content directly extends to users with big breasts. The cover shows the difference between big breasts and small breasts, which narrows the distance between bloggers and users and is more real. Brand styles, multiple styles, different covers: different underwear contrast, suitable for wearing, what kind of underwear different clothes match, one is to emphasize the diversity of brand underwear styles, the other is to visually show the effect of styles on users' trying on, which can be selected according to users' personal preferences. 3) The pain point of the little red book note structure+product implantation:' Three cups at once+toffee pie' Starting from the daily topics that plague users, what users can get from your notes, what they can learn, and what advantages products/brands can bring to users. Channel+use feeling: briefly explain the channels through which users learn about the brand, as well as the feelings after using it, the differences with other brands, find out the differences between brands, and summarize after using the product personally. Personalization+product advantage: the promotion mode of brand/professional number and the uniqueness of brand. Personalization starts with the personal hobbies, living habits and background information of the target group, and wants to know the crowd information, attack accurately, and emphasize the brand concept to the extreme by comparing the product advantages. 4) Little Red Book bloggers are representatives of sub-groups. Judging from the small red book bloggers' accounts put in by toffee pie, most bloggers are big cups (weight 1 10- 170 kg). According to the data of Ian Asterisk-Xiaohongshu, the average user of talent segmentation is 47.7%, the bottom talent is 32. 1 1%, the middle-aged talent is 15.04%, the enterprise number is 4.82%, and the distribution of head and star bloggers is 0.23% and 0./kloc-0. The blogger of Xiaohongshu is a high-precision target group of products. When writing content, the text is more infectious, which can almost be said to be the blogger's solution to the problem, giving the fans of Xiaohongshu users more real feelings, bringing more communication and conviction, and the final decision-making time is shorter. 5) Selection of keywords and topics of toffee pie The reason why the keywords are consciously arranged is that after the recommended traffic distribution of Xiaohongshu is over, a large part of traffic entries come from search, and the core of search lies in keywords (note tags) and interaction, so consciously arranging keywords will make Xiaohongshu's notes rank higher. Butterflies send small red books keywords: big breasts, underwear, bras, spring clothes, dresses, plus-size women's clothes, plus-size clothes, sportswear, fitness and so on. Topics of toffee school's little red book: big cup underwear, big chest underwear, off-the-shoulder underwear, slightly fat underwear, plus-size girls, slightly fat girls and so on. These topics are all about product characteristics or requirements. Small red book keyword ranking optimization tips: try to choose long tail keywords. If there is an explosion, the ranking will be higher. After studying the frequent search habits of small red book users, we can make some layouts appropriately. After all, page ranking (occupation, occupation, seo) still refers to the dimension of delivery effect. For big words with high competition, you can choose the official search advertisement of Xiaohongshu for paid promotion. │││││││││││││││││││││││││││││947 Underwear experts use toffee pie to set the professional number of Xiaohongshu brand. The positioning of brand professional number is determined by underwear experts, which is more convincing than the general brand professional number that only asks for it, and it is also one of the reasons why users continue to pay attention. In other words, it is also the reason for the rapid increase of powder (according to Ian's star number). According to the author's previous experience in studying the explosion factors of Xiaohongshu, the content of dry goods course is biased and can produce excellent data. By constantly exporting the popular science content of "big breast knowledge", we will expand the team of underwear experts. (Source: Art Star) Then the question is coming. How did "Toffee Pie" create experts? It lies in the content planning of popular science! We continue to look down. 2. Analysis of popular science content of Little Red Book in Dairy Pie According to the product data of Little Red Book, Dairy Pie 202 11-2021year1February explosion notes TOP20, and most of the video content revolves around the topic of "big breasts". For example: "Big breasts are really happy!" , the interaction amount is 654.38+0.3 million+; The trouble of big breasts is really not Versailles! ",the interaction volume is 52,000+;" How to sleep with big breasts, with an interactive volume of 30,000+; Sisters should also collect it (how to wear underwear correctly), and the amount of interaction is1.2000. Other topics, such as adolescent chest development, people around you will never tell you this. Will big breasts really sway? So there are so many shapes of breasts? │ │ │ │ │ │ Are there really few girls with big breasts in reality? How to sleep with big breasts? The content of Little Red Book's Explosions Notes of Milk Sugar Pie doesn't talk too much about the product quality and composition. Instead, it cuts into the theme from the troubles of "big-breasted girls", introduces the pain points of potential people at the beginning in the form of comic videos, and then gives answers in the content. Finally, it highlights the "Milk Sugar Pie" to strengthen the brand. In addition to the above popular science videos, there are reprints (or secondary originality) of Daren's notes to increase the diversity of account content, which is called "customer witness" in marketing techniques. When users of Little Red Book see the notes they are interested in, they can click on the professional number home page to view other notes. Reprinting experts' notes at this time will increase trust (only the brand professional number of the product is talking to itself, and it is difficult to convince users). 3. How does Xiaohongshu professional number get rid of dry goods knowledge, tutorials, raiders, evaluation, etc? They are all content with high probability of explosion. Explosive notes are mainly popular science, creating experts, and the account has professional content, which is of high interest to users. Most of the notes of toffee pie are mainly shared and worn. If you want to make a quick profit, you must do some professional dry goods sharing and related content. According to the data of Xiaohongshu, the fans of toffee pie are mainly girls aged 18-24, and the people who pay attention to their accounts are the highest, accounting for 5 1.4%. Xiaohong's book already has hundreds of thousands of fans. Think about the proportions. Mainly distributed in Guangdong, Jiangsu and Beijing. (Source: Ian Star) Most people who put toffee pies are ordinary users. Among 500 explosive articles, 60 notes were reported, with good data and more natural explosions. In fact, there are traces of explosive articles. Butterflies reach 34% at the bottom and 17% at the waist. 4. Single product recommendation-strengthen product advertising as a brand professional number, and you can't justify it without advertising remarks. Therefore, using the explosion as a traffic port, users can pay attention to the notes of single products when they come in from the homepage of the professional number, which is the purpose of single product recommendation. Coupled with the above popular science content, people can achieve the effect of product and effect by setting up enhanced content and combining single product recommendation notes. Users enter the store or other product pages of the store through the port to drain the professional number and products. The purpose of creating an account is different, and the notes posted will have different functions. Some strengthen the advertising effect, some precipitate the brand reputation, but the primary purpose of marketing means is marketing. │ "Milk Sugar School" Xiaohongshu brand professional number copying homework │: Break through the fixed flow pool with interesting popular science content, increase the exposure of notes, and reach a wider and more accurate crowd. Appointing large underwear experts can increase professionalism and trust. Co-experts reprint notes (or secondary originality) to increase persuasiveness, and merge the notes of 3-4 bloggers into an original little red book "Customer Witness" notes. Then strengthen your product advertisement with single product recommendation notes, instead of talking about products in every little red book note. Little Red Book Brand Professional Number Misunderstanding: Not all notes should be advertised. Only by considering the troubles of the audience can the content that solves their problems be trusted. 5. Finally, it is concluded that choosing the right position in the category and finding the psychological vacancy is half the battle, and the choice of category strategy is very important. The depth of research on the target population also determines whether the content output is accurate. Then there is the explosion strategy model: the topic that the target group is highly concerned about, as well as the title and form, and the control in place also determines whether the note becomes an explosion. Finally, the design and content planning of the professional number of toffee school Little Red Book are also worth learning from many new brands. Perhaps the above is still unfinished, waiting for the marketing disassembly 2.0 of toffee pie little red book. Data in this paper