Editor's lead: Xiaohongshu has become one of the content marketing positions of many brands, so correspondingly, how should brand enterprises build operation strategies on Xiaohongshu, promote operation data and achieve good transformation? In this paper, the author makes a comprehensive summary of the content operation strategy of Xiaohongshu enterprise. Let's have a look. I brushed a note about the enterprise two days ago. The blogger asked everyone how the company operates. A large number of operations in the comment area cried that the traffic was small and it was difficult to increase powder. Even if the chips are put in, they won't come out. This cause seems to be an unspeakable pain. Figure 1: How does the enterprise operate? Before we talk about operation, let's first understand the basic introduction and rights of Enterprise. I. Introduction to the enterprise &; In September last year, Xiaohongshu launched the function of "integrating store numbers", and adjusted the personal number and enterprise number to "professional number" and "non-professional number" to show the identity of the account. However, in daily docking, few people say the professional number or call it the enterprise number. "Enterprise number" in this article refers to "brand professional number". In this upgrade, Enterprise has the difference between ordinary authority and identity authority. Figure 2: Enterprise rights and introduction 1. General rights and interests 1) Professional number Basic operation function Enterprise number has blue V logo, which creates business topic opportunities for free, publishes notes and reprints the basic rights and interests of people's notes. 2) Lottery notes can be created three times a month to provide benefits for users. For specific lottery settings, you can log on to the PC and click the lottery settings. Compared with the previous lottery mechanism, the upgraded lottery cannot attract users' attention, which is really a headache. 3) Open a shop to sell goods. You can open a mall in Xiaohongshu. Mall owners can check this article. Do you want to open a shop in Xiaohongshu? How about the transformation of Xiaohongshu Mall? 2. Identity permission 1) Maintain offline business of enterprise information, bind offline stores, and store reserved contact information; Online stores can link online stores. 2) Brand cooperation/delivery with goods On the dandelion platform, bloggers can cooperate or put the goods in the selection center, and bloggers can broadcast the goods live or collect small orders. You can also use the marking function to mark goods on the comments of bloggers and enterprise numbers. 3) Only after the new product is tried in Xiaohongshu, can it be qualified to experience the new product. 4) Marketing Promotion With the help of official effect advertisements, the notes of Daren Cooperation and Enterprise are heated and promoted, so that high-quality notes can be targeted at potential users and repeatedly exposed at multiple levels. Businesses doing business in Xiaohongshu are advised to operate with Enterprise. On the one hand, the professional number has the status of blue V enterprise, and the user's trust is high; On the other hand, the marketing function of Enterprise can meet the needs of later delivery and promotion, and can better carry out the heavy volume of notes. Let's talk about how to do corporate content first. Second, the three standards of the enterprise number In my opinion, the enterprise number is not a cold propaganda machine, and it is a brand propaganda carrier with its own personality and tonality. Users will know what our products are after reading the account notes. Who set the value? A qualified enterprise number meets three criteria: brand design, brand advantage and product characteristics. Figure 3: customer orientation of Little Red Book Enterprise. 1. Enterprise number with brand personality is the embodiment of brand personality, conveying brand concept and tonality. The creation of personal design needs to be shaped from account number, introduction, notes and other aspects. For example, the account notes of "Watching Summer" give people a quiet and beautiful feeling and have the brand tonality of oriental charm aesthetics. Figure 4: Guanxia Enterprise No.2, highlighting brand advantages. If the character setting is emotional and the brand advantage is substantial, the brand account needs to complete differentiated competition to convey the brand positioning, which can also be reflected in the introduction, notes and even the background map. Such as full flavor: the pioneer of enzyme soy sauce; "He Fei" is more suitable for China baby's infant milk powder; The only travel shoot, the leading brand in Asia. Figure 5: Introduction and background highlight brand strength. 3. The output of product features needs to let users know what explosive products are and what features they have. In the process of operation, increase product highlights, and let users know what the top products, product structure and core advantages are. Third, the operation of the enterprise number specifically how to make an enterprise number that can convey brand value and has temperature. In my opinion, there are five main aspects in writing notes: brand story+product introduction+knowledge sharing+activities and hot spots+lottery notes. Figure 6: Little Red Book Enterprise Content Operation 1. The core of brand stories is to convey brand culture and ideas, release new brand trends and let more people know about brand stories. For example? Looking at the summer, the new courtyard house in imperial academy, Beijing, both the cover and the text convey the quietness and tonality of the original brand. Figure 7: Turn off the story notes of brand 2. Product introduction product introduction is a note made by an enterprise or reprinted by experts around the core selling point and output value of the product and solving user problems. For example? : Kiehl's official account "Kiehl's" Kiehl's brand updates a piece of content every three days on average, mainly focusing on beauty content sharing, focusing on the value of product special effects, so that users can better understand the value of products. Figure 8: Kiehl's product introduction? "Really" is a top bet and a cooperative bet. The original data is very good. Focus on the need for shower gel, emphasizing the characteristics of products with their own fragrance. Figure 9: Is IS product introduction PS? Daren's notes are reprinted for the second time. Don't carry them directly. In the remarks @ original blogger, indicate the source of reprinting. Functional product descriptions cannot be reprinted. It can be directly used for advertising heating after reprinting. 3. The third kind of knowledge sharing is knowledge sharing, which mainly includes three categories: dry goods science popularization, scene implantation and usage. Common professional knowledge such as bird's nest, jade and tea make users realize the professionalism of the brand. For example, "Tea Friends", many accounts have exploded, and their products are implanted through dry goods, and then in the comment area, users are guided to the store to place orders. Figure 10: Tea for you, knowledge popularization 4. Brand activities, brand co-branded spokespersons and other hot spots are all in the form of hot spots to let more users know about the brand, such as Lu Han's endorsement without a card, China's joint release, Kexin product activities and so on. Figure 1 1: hot spots in activity 5. Instructions for lucky draw &; Experience Officer Recruitment 1) When releasing the notes, bind the lottery activities and let users participate through attractive products. What kind of lottery ticket has a higher powder injection value? In my opinion, there are several points: first, analyze the user portrait of your own brand. If the beauty brands are mainly concentrated in female users aged 20-40, then choose suitable products that are of interest to the target users. The cover of the note should enlarge the lottery products and big characters (such as pet powder, welfare, limited time, etc.). ), and the words and prizes must be eye-catching. The second picture can highlight the prizes, and then attach the lottery rules to guide users to interact. Figure 12: Notes of Daewoo Lottery. In addition, the title should be consistent with the first picture, and the content should be true. You can add hot words and emoj expressions to separate the lottery from the rules. 2) You can send lottery notes or preview notes for experience officer recruitment and experience officer recruitment. Throw an introduction to everyone first, and many users will collect or pay attention to it first. At the same time, some users used the lottery function when recruiting experience officers, which is also a good attempt. Cotton lottery ticket in the lower right corner &; Recruitment notes can be referenced. Figure 13: Summary of Little Red Book Lottery Notes: There is still a lot of knowledge about Enterprise, such as registration, function setting, advertising, live broadcast and so on. You can also check the previous articles. In actual operation, we regard Enterprise as an important bridge between us and users, and let users know more about the brand through brand stories, hot events and product introductions. # Columnist # He Jiang talks about marketing, WeChat official account: He Jiang talks about marketing, and everyone is a product manager columnist. From brand launch to human incubation, it helps nearly 100 brands and dozens of talents to make fewer detours in Xiaohongshu. This article was originally published by everyone as a product manager, and it is forbidden to reprint without the permission of the author. The title map comes from Unsplash and is based on CC0 protocol.