Xiaohongshu, founded on June 6, 20 13, started with community content sharing, from beauty sharing and personal care to sports, travel, home, tourism, hotels, restaurants and other content sharing, guiding users to conduct transactions. At present, there are about/kloc-0.50 billion users, belonging to the content social e-commerce platform Blue Ocean, which is the closest content e-commerce platform to money. There are many traffic bonuses, especially in the context of consumption upgrading. We have cooperated with JD.COM and Taobao. 70% of users are women, and after 90 s and 95 s, they are especially suitable for women's fast-selling categories such as beauty, skin care and maternal and child fitness. The characteristics of word-of-mouth sharing among users have the inherent advantages of product drainage, word-of-mouth marketing and topic explosion. In the era of integrated marketing, since the media is a personalized information distribution platform, users themselves are "actively reading content", which is more suitable for receiving information, and Little Red Book is undoubtedly a platform that you can't miss. We found that the products marked with "Little Red Book of the same paragraph" always occupy the hot search list of various e-commerce platforms. Xiaohongshu not only changed users' consumption habits, but also gradually influenced users' consumption psychology. This determines that the traditional brand marketing method can not be used to promote the little red book. In the promotion of Little Red Book, we commonly call it "planting grass". What is planting grass? That is, using KOL to produce original content to attract users to realize scene immersion, trigger their active search, enhance product exposure, and help advertisers realize the transformation of the promotion effect of Little Red Book. Xiaohongshu started from the community, so the module of "publishing notes" has always been a great weapon for Xiaohongshu to "plant grass" and improve its activity. The users of Xiaohongshu are mainly women. Girls naturally like to share and record their lives. The module of publishing notes just meets their needs of sharing. Think of the little red book as another circle of friends, where you can record and share the bits and pieces of life. In fact, "planting grass" is different from traditional advertising. The main body of advertising is no longer the merchant, but the influence or experience sharing from others, which is essentially an information dissemination model based on interpersonal interaction. It is easy to "plant grass" because of the development of social media. As a communication relationship between people, "planting grass" relies on word of mouth and mutual trust. Social media constantly breaks down communication barriers between users and brings people closer to each other. Planting grass is not only a patent for fast-moving consumer goods, but also a product with high unit price but scientific and technological blessing/obvious effect/unique value suitable for planting grass. Because the purchase decision takes a long time, it is necessary to strengthen long-term grass planting education. Planting grass through UGC can keep users and let them know that Little Red Book is not only a platform for selling things, but also a social platform, where you can see a lot of fun and interesting content every day. In short, what kind of products are suitable for planting grass? That is, new products/products with new selling points; Self-contained explosion point traffic attribute; Style, high value and/or unique niche. Which products are not suitable for planting grass? For example, brands such as Head & Shoulders Shampoo don't need to plant grass, and there is no technical/appearance upgrade, and there is no obvious difference in function from other competing products. There is also a kind of products for boys, because men's shopping is mainly rational thinking. What should I do with the official brand account of Xiaohongshu? 1, create the official account of Xiaohongshu, and complete the brand certification. After the brand account authentication, there is an official unified logo "Brand Account" logo, which proves that this is an official account, and the official brand account of the search brand will be displayed first. 2. Official account operation: write and publish articles about product/brand information, comprehensively sort out and introduce brand products, and highlight the characteristics and advantages of products/brands. Improve brand activity and brand enthusiasm, and make the brand/product have a certain popularity and credibility in Little Red Book. 3.koc selects the accounts of people at the end of Xiaohongshu, writes original tweets and shares notes, uses fans to improve product conversion rate and publishes a large number of promotional articles related to brand products, so as to achieve comprehensive coverage of brand information in Xiaohongshu, thus improving brand thickness, brand exposure and popularity. Pay attention to quoting the company's product pictures/videos, select words with high relevance to mark the material and then publish and share it regularly; Refine and optimize keywords to improve the exposure and ranking probability of products/brands on the platform of Little Red Book; Use the amateur users of Xiaohongshu to publish in Xiaohongshu, update articles every day, and cover the brands/products on Xiaohongshu platform. 4. Discover page operation analyzes user habits and platform attributes, actively discovers fans who are interested in notes, makes notes appear in the discovery interface, gains more horizontal spread and exposure of intentional fans, and keeps accurate users discovering the top four positions on the home page. 5. kol planted grass to detonate the original tweets written by the selected Xiaohongshu account, and released notes to share, so as to enhance the popularity and influence of the brand/product through its strong fan base, and achieve the "celebrity effect" with the sharing of red people, and realize the active search and transformation of fans. 6. Accurate traffic delivery, keyword optimization, participation in hot topics, release of original notes through brand accounts, release of brand partners, release of in-site promotion pages, etc. , enlarge the content of brand communication and improve the conversion rate. Select the latest notes and make them enter the top five of search results through technical means, thus exposing a large number of related brands/products, and the accurate recommendation results of search results will bring accurate potential users to brands. Xiaohongshu will update the official hot topics every day, and the operation team should write Xiaohongshu notes according to the hot content every day to promote the brand to more people. Generally, the promotion of little red books is realized through three channels: acquaintance word of mouth, KOL and online community. 1, a study on online celebrity online shows that 8 1% of consumers will influence their purchase decisions because of high-frequency content. Through big data analysis, portraits of target groups, and competing data, the "Amway" from one online celebrity to dozens of online celebrities attracts kols from all walks of life to form a unique UGC atmosphere, simultaneously launches fan interaction activities, and generates viral fission with the help of fans. 2. The recommended users of KOL explosions have gained a sense of "identity" and "substitution" in their long-term attention and investment in KOL, which has produced a sound of value and emotion, making users willing to pay the bill. Through the recommendation strategy of star KOL explosion, it can not only help the brand get massive exposure, efficient traffic and good reputation, but also get real sales transformation. 3. In the era of mobile Internet, people's interests are more and more subdivided, and more and more people are keen on red-headed document consumption, enjoying consumption preferences and consumer trust. People communicate with each other in the interest community through the product evaluation content released by the red man, and establish online social relations, which in turn leads to a wide network celebrity economy, which is established by users' sense of belonging and identity with online celebrities. On the platform of Little Red Book, whose content is completely produced by users, the powerful communication effect and the extremely low marginal cost of the community itself make it very easy for online celebrities to expand outward and plant grass more easily. Through the joint action of network celebrities, the recommendation of KOL explosion of stars and the evaluation of red people planting grass, we will create a good reputation for the brand, enhance brand awareness through multi-channel and all-round exposure, and establish a unique image of the brand. Then carefully put it in through vertical forums and other channels, and spread it in combination with the community to obtain more accurate users and traffic and achieve higher conversion. Generally speaking, in the process of promoting Little Red Books, brand high-value fans are divided into two categories: one is the basic fans who can help you improve your reading and buy brand products; One is the high-quality fans that the brand can trust, which can increase the sales of brand products and even produce high-quality content. In the specific planning process, just like other platforms, it is necessary to analyze users' pain points, accurately provoke and subdivide accurate users, refine product selling points, turn them into talks, and then spread them widely, interact deeply, and guide purchases. Pay special attention to turning the selling point of products into human words, from display function to user experience, and integrate into various scenes; Scene is a "field" that can trigger emotions; Call the five senses experience around personal experience; Easy to understand, speak people's words, use pictures and be direct. In the specific planning stage, it is an effective way to improve the marketing and promotion effect of Xiaohongshu by holding activities to promote the brand according to the attribute characteristics of KOL fans, making detailed activity plans before the activities, and making in-depth plans for the drainage, landing and transformation of fans. Planting grass is a technical activity, but there are also routines, such as the star/variety show mentioned above; Use the hot topics in the category, everyone is suitable, and beauty has a miraculous effect; Doing things suitable for old brands and pushing new products. At the same time, planting grass with multiple themes and nodes: dating on Qixi, traveling on National Day; Planting grass in the scene: rainy season, changing seasons in autumn and winter, dating out; Planting grass in the circle: fitness experts, beauty bloggers, food bloggers. The promotion of Little Red Books has a "four-step method": selecting network celebrities, finding users, playing with content, monitoring, deeply integrating intelligent analysis of big data, refined marketing, customized creativity, optimization strategies and other dimensions. Use the brand number of Xiaohongshu to tell a good brand story and produce high-quality UGC content. When investing in the promotion channel of Xiaohongshu, we should also help the brand to locate accurately through the big data analysis system, and create an image for the brand with the help of "external force", that is, through the fan base and influence of Xiaohongshu KOL, and finally use emotional interaction to drive business interaction and stimulate consumption desire. In the process of planting grass, the operation of shops is also very important. If it is not done well, it may be for the following reasons: the content of the little red book notes is not attractive and practical; The tonality of brand Xiaohong ISBN is not clear; Concerned user groups do not match; The advertisement is blunt and the note exposure rate is low. How to solve these problems, there are several solutions: personalized brand Xiaohong ISBN; Reasonable planning of marketing interaction to increase intimacy with consumers; Keep close contact with consumers and give timely feedback; Plan surprises for consumers and establish interest links; The content of the notes is more accurate, the quality is higher, and the target consumer groups are identified. In the process of planting grass, there are five principles to pay attention to: circle communication: "people are divided into groups", and the information of people of insight will spread faster in the same circle, which can stimulate the self-communication truth of "audience-audience": sincerity is an eternal routine; The content of planting grass is the key, and I believe it is really recommended by KOL after use. What is the real content of KOL: 1. Experience the product first hand. 2. Experience from the heart, the rhythm of product evaluation: the rhythm inside and outside the new product listing station is fully open; Control, evaluate and guide the transformation, and supervise the trend of public opinion; Multi-dimensional comments have triggered * * * from beginning to end: do a good job in seo exposure of various platforms and search for relevant e-commerce keywords. Do a good job in SEO exposure of each platform, search for relevant e-commerce keywords, and show the effect of planting grass everywhere. SEO Optimization: Do a good job in briefing and make a reply at all times. What is a timely reply? Communicate with customers in time every day and count the search volume data of e-commerce, which can reverse the promotion effect of KOL. The choice of account type, whether the release time is appropriate, whether the release content is grass planting, and the effect of KOL promotion fee, so as to choose the next round of grass planting seed account. Doing a good job in promoting the little red book is almost equivalent to opening up a new blue ocean of traffic for the brand. The promotion of little red book can bring considerable sales increment to the brand, which is amazing, and it also causes many brands to think about the marketing strategy of little red book promotion.