6 18 E-commerce Festival, as the marketing node of major merchants, mostly began to prepare for the promotion activities of merchants several months ago. As a platform with more than 90% women and accurate users, Xiaohongshu has naturally become a promotion place that major brands can't miss. As an old-fashioned domestic product, Nature Hall has joined the promotion queue of Xiaohongshu 6 18 this year after Tmall Double1won the beauty domestic product championship. What kind of holiday marketing will be carried out? Let's take a look. _6 18 notebooks were placed in the thousand melons data brand search to observe the notebook data of Nature Hall from May 1 to June 16, and it was found that it increased by about 4.5 times compared with April 1 to May 16. It can be seen that Nature Hall has arranged 6 18 activities since May, and most brands will choose this time. ▲ Note data of Nature Hall 4.0 1~5. 15 ▲ Note data of Nature Hall 5.0 1~6. 15, in which the number of brand cooperation notes and non-brand cooperation notes accounts for about 1:8. During this period, more and more users at different levels published relevant brand notes, and some celebrities such as Olivia, Crystal and Han Chenghao Leo Beauty also published their notes. ▲ Notes for brand cooperation of Nature Hall 5.0 1~6. 15 ▲ Notes for non-brand cooperation of Nature Hall 5.0 1~6. 15. The Nature Hall brand also published instructions such as 6 18 purchase guide on the official account of Xiaohongshu, and added product links and registration links for some activities in the instructions, which added icing on the cake for this event. _ Expression of the article After counting hundreds of business notes of Nature Hall from the beginning of May to the present, we find that the notes are mainly expressed in three forms: long-term evaluation, short-term evaluation and component experiment. But different from other brands' content delivery strategies, each product of Nature Hall has a corresponding content form. In fact, before the arrival of the 6 18 node, users' awareness of the characteristics of various products has been strongly strengthened. Long-term evaluation In the Notes on Planting Small Purple Bottles in the Nature Museum, a unified long-term evaluation form is used to show users the comparison chart of the effect of the product before and after 28 days of use. Starting with the painful topic of "staying up late", this paper introduces the essence of the small purple bottle with a large part of the content, and attaches a preferential notice of 6 18 small purple bottle at the end of the note to get the attention of users in advance. Short-term evaluation is aimed at the ice muscle water in the Natural Museum. The notes are in the form of short-term evaluation. By comparing the data of the water and oil detector before and after the product, the product effect is quantified, and the quick replenishment effect of the ice muscle water "comparable to that of the importer" is highlighted to users. The notes on planting grass on the mask of small light bulb in the component experimental natural museum take the "black technology" of the product as the selling point, and make the light bulb glow by using the principle that graphene in the film cloth can conduct electricity, which proves that the film cloth has the function of micro-conduction and promotes the absorption of essence. This unique expression quickly captured the curiosity of users. From this coordinated grass planting tonality, we can also see the control of nature hall on the notes of Xiaohongshu. Focusing on core selling points is also an effective strategy to help brands gain high exposure and popularity in 6 18, compared with pursuing big and comprehensive selling point publicity. _6 18 topic activities Participation In addition to actively participating in different types of official 6 18 topic interactions, Nature Hall brand also launched the topic activities of "Ice, Muscle and Water for Ten Years", which brought more than 2.8 million browsing interactions, while the "6 18 Good Things Amway Competition" just launched by Xiaohongshu officially has only 500,000 browsing interactions at present. It is about 5 times that of the latter, and the effect is very good. ▲ Image source-the topic of Little Red Book "Ten Years of Legend of Ice Muscle Water", the activity time is June15: 00-July 13 15:00, but the earliest time to publish business notes on this topic is May 26th. Obviously, this is a topic activity that has been planned for a long time and has begun to warm up. ▲ Thousand Melons Data-Hot Notes The number chart of notes of Ice Muscle Water Grass in Nature Hall shows that the number of notes in the first half of June is 158, which exceeds the sum of 153 in the previous two months. In the second quarter, the relevant business instructions were released from May 20th to June 15, and the main release time was about one month before June18. ▲ Data source-The trend chart of the number of people planting grass in thousands of melons shows that the number of people planting grass has increased significantly since May 20, and it has remained at 3 to 4 times a day since April. It coincides with the centralized delivery time of commercial paper. ▲ Thousand Melons Data-Brand Analysis The number chart of commercial bills shows that the number of commercial bills put in the first half of June is equivalent to the number put in the previous month, that is, it is twice as much as before in unit time. In addition to the product of Ice Muscle Water, other products are also increasing the intensity of notes. ▲ Data source-Forward-looking Natural Museum is very good at participating in thousands of melon data topic activities. In particular, the topic activity of "Ten Years Legend of Ice, Muscle and Water" initiated by its own brand number. Business notes were put into preheating about one month in advance, which encouraged some users to participate spontaneously. In June, 5438+05 was officially launched, giving people a very hot feeling. Relying on the accumulated enthusiasm and activity welfare in the early stage, the user's participation was further promoted, and a good exposure and dissemination scope was obtained on the eve of 18. _ Summary For domestic beauty brands, if they want to seize every marketing node, they must firmly grasp the needs of consumers. Nature Hall is well aware that while doing a good job in product research and development to solve the pain points of consumers, it is also necessary to continuously optimize marketing strategies in combination with the current market environment, enhance consumers' awareness of the brand, and further enhance brand influence. With the rise of Internet ecology, more and more domestic beauty brands are rejuvenating. I believe that the spring of domestic beauty has also arrived. More little red book trends, Qiangua will continue to pay attention and will continue to share with you, so stay tuned ~ _ How to get Qiangua computer access: or Baidu search: Qiangua data.