Consumption decision-making entrance? Planting grass artifact? This is most people's evaluation of Little Red Book. In fact, Xiaohongshu not only has these marketing advantages, but in the eyes of prospective brothers, there must be thought-provoking marketing logic behind Xiaohongshu. As a professional shopping platform+consumer decision-making portal+life social platform, Xiaohongshu attracts not only grassroots products today, but also many domestic brands have seized the opportunity to settle in Xiaohongshu. At present, they have also made good use of the market. 1. Advantages of platform marketing 1. Younger high-net-worth people As of September last year, the cumulative number of users of Xiaohongshu has reached 450 million, with an average usage time of 25 minutes. More than half of the users are users in first-and second-tier cities. In terms of age, users of Little Red Book after 90 years account for the majority. In terms of gender, 88% of the platforms are female users. This reflects a problem. Xiaohongshu's overall users have strong spending power, advanced thinking and strong desire to buy. This has brought opportunities to many skin care products marketing, but the user group of Xiaohongshu is slowly changing, and the above product types are more diversified, but even so, the foundation of Xiaohongshu's basic user group will not be shaken. 2. Content Circle Why is the content of Little Red Book an entrance that can influence consumers' consumption decisions? If we learned about a product from platforms such as Weibo, Zhihu and Tik Tok, or heard about it from friends, at this time, if we want to know more about this product, we will search from Little Red Book. Search to see if many people have a high opinion of this product. At this time, you will choose to place an order on Xiaohongshu, or tend to open an e-commerce App to buy, or go to an offline store to buy. Compared with other platforms, this consumption scenario is unique. The uniqueness of the little red book platform is that it is used to recommend and share good products. If the advantage of offline consumption is that it can be closer to and meet consumers' demand for products, then online consumption of Xiaohongshu fully meets this point, which is also lacking in many online marketing platforms. 3. The conversion rate has been high for some time in 2020. Last year was the first year of live broadcast that everyone was very familiar with. Due to the outbreak of the epidemic, many platforms have vigorously developed online business. Of course, the little red book did the same. Xiaohongshu vigorously promotes the development of live broadcast business. Compared with other platforms, the advantages of small red book live delivery are also highlighted. Live marketing has many advantages such as high customer unit price, high conversion rate, high repurchase rate and low return rate. Before the little red book is broadcast live, warm up in advance by sharing the daily notes. Undoubtedly, this preheating method has a very good effect. By preheating in advance and harvesting traffic in the live broadcast room, the user group can be better stimulated. Speaking of live broadcast, the live broadcast of Little Red Book is actually a shared live broadcast. By sharing the product with real people and truly showing the effect of the product, you can increase the trust of fans in you, thus improving the conversion rate. The higher the stickiness of fans, the stronger the willingness to interact. Only by grasping the brand of young consumers can there be a future, and Xiaohongshu has just grasped this point, exerted other advantages at this point, and enhanced its marketing influence many times. Second, master accurate drainage, marketing strategy 1, and plant grass accurately. As we said just now, Little Red Book is an important reference for consumers to make consumption decisions, and it has certain influence and credibility. When consumers search for a brand name, the content displayed by the product is very important. For example, if we search for two different brands of products and choose between them, we will definitely prefer products with genuine products, quality, style and dry goods. For products, it is most basic to have a positive evaluation, on this basis, we can measure many characteristics such as style and quality. Finally, no matter what products, there must be dry goods, which can make users feel valuable and really help them solve problems. 2. Scene Marketing The core of scene marketing is to gain insight into the psychological state and needs of consumers in specific scenarios. On the basis of understanding this concept, the question we need to think about is: how to provide scenarios for users. How can we make users interested in your products? If consumers are more interested in your products, they have already formed an impression on your products. Only when the appropriate memory impression matches the buying scene can it be directly transformed into buying behavior. In fact, in our daily life, there may be countless times the same scene information appears, we will be awakened many times, and finally we will take the initiative to pay for the awakened products. For example, you plan to start a massage chair recently, but you don't know which brand is better. You just heard about this product on the bus today. At this time, your desire to buy this massage chair is greater than other products. This is the impact of scene marketing. Third, how to use the market 1, unique label to create if a novice has just entered the little red book, the unique label of the product is very important at this time. For example, if you are in the clothing industry, where are your clothing advantages and what is your style? You must have your own differentiated characteristics, which is also an important skill to distance yourself from other products. 2, explosive notes to create explosive notes, video content, published content, at least like to collect comments 1000 or more. In this way, if you send two notes every day, the amount of one month will add up, the publicity effect will be very good, and at the same time, the exposure of the product will be greatly improved. 3. Broaden the user base after creating tags and explosion notes. At this time, it is necessary to expand more user groups through labels and make the sources of groups more extensive. Increase sales and improve conversion rate. As a professional grass planting platform, Xiaohongshu is not only a vertical consumer product for women, but also a lot of related production and flow dividends that can not be ignored at present, such as beauty, home, sports, travel, health care products, learning, pets and so on. Therefore, it is very important to learn the operation skills of Xiaohongshu, and it is also crucial to pay attention to the marketing advantages behind Xiaohongshu. About the content of Little Red Book, Brother Zhun will share it here today, and the explosion notes of Little Red Book will be created. You can go to Zhungewei Classroom to learn more.