At the end of this year's summit, many marketers asked me how to grasp the global content dividend, and how to upgrade PMF (Product Market Fit) to PCMF (Product Content Market Fit) at the operational level.
I am glad to find that people have begun to choose to take the strategic route of crowd and look for new opportunities for business growth, but there are still many unsolved problems on how to break the circle.
The first is effect verification, today everyone is doing things with GMV and ROI indicators on their backs, and it is difficult to make up your mind to do it without deterministic results. Second, because PCMF involves multiple links, the problems encountered at the HOW level are almost one after another - what products to choose, what people to target, and how to formulate content strategies, SOPs are not particularly solid.
As the first front line of brand planting and practice crowd anti-funnel modeling, I knowIn the past two years, Xiaohongshu has been upgrading its commercial products around the matter of "planting grass", and has also reviewed the entire chain of product planting with large and small brands over and over again, exploring how to make grass planting more certain.
So before Xiaohongshu held the WILL business conference this time, I found Xiaohongshu CMO Zhiheng, Xiaohongshu's vice president of technology bagpipes, and Sheng Xiang, the head of Xiaohongshu's marketing laboratory, to find out what is the key to breaking the circle of the crowd, and systematically chatted about Xiaohongshu's scientific grass planting techniques, so as to dispel everyone's last concern about investing in Xiaohongshu.
The crux of the anti-funnel circle is that the backlink data is not opened
The projects I have been exposed to in the past six months have a commonality, that is, they will end up on the crowd anti-funnel model.
I think the essence of the anti-funnel is a process of breaking the circle. The key point of this proposition is how to effectively break the circleA lot of people are actually stuck at one point - the top circle is built, but it can't come down.
Some time ago, I talked about this problem with Guo Xiao, the CMO of Banana, and he believes that there are two main ways to break the circle downward, one is to make the core group strong enough, and the potential energy is strong enough, and its influence will naturally spill over to the next circle. Banana uses a different method. In the past, its products mainly focused on outdoor sunscreen scenes, but in fact, human beings themselves yearn for the outdoors, and sunscreen is only one of the scenes, so Banana chose to go one step further and expand the scene to light outdoor to influence the next circle of people.
In my opinion, the first is actually the potential energy to break the circle, the value you provide is clear enough, the brand potential energy is strong enough, and breaking through the circle is a matter of course. The most classic example is Moutai, which links products to success, fame, and social status, which can satisfy a person's need for a sense of respect.
The second method, that is, the method of breaking the circle of scenes used under the banana, I think it isKinetic energy breaks the circle. The key is to find the scene that the next circle of people also like, and put the brand and product into that scene.
After listening to the case of the swan arriving at home shared by Zhiheng with me, I found that no matter which method it isBy opening up the data of the back link, we can find the ideas and clues to solve the problem and break the circle, so that the path of product planting and crowd breaking the circle can be verified and repeated.
Swan Daojia is a platform that provides housekeeping services, such as nannies, confinement nannies, and cleaning. They wanted to find a better way to do it on Xiaohongshu. After sending back historical transaction data, Xiaohongshu and Swan Daojia found several valuable insights.
First of all, the overlap between Swan Daojia's transaction customers and Xiaohongshu users is very high, as high as 76%. Secondly, the users who were deeply planted in Xiaohongshu and spilled over accounted for one-third of all transaction users. In addition, the products ordered by Xiaohongshu users are the three sisters-in-law products with high customer orders, parenting sisters-in-law, confinement sisters-in-law, and nannies.
Based on these data, Xiaohongshu helped Swan Daojia find a very typical consumer decision-making path. Zhiheng gave another example of a typical path, in more than 30 days, to learn more about the note information related to "Yuesao", and the search and browsing depth even exceeded 400 notes.
And the search path is very representative, from "go to ** to find a good confinement lady", "how to make a request with the confinement lady", "how to take the confinement lady for a physical examination", to "how about the platform of swan to home", from the pan-demand search to specific products, this user read 20 notes on swan home before placing an order. I can especially understand her, and when I make some heavy consumption decisions or involve unfamiliar and professional fields, I will also do my homework a little more thoroughly on Xiaohongshu.
In the case of data opening, Xiaohongshu helped Swan Daojia find out the needs and decision-making paths of the core population, and formulated targeted strategies. The first is the product, which pushes the confinement sister-in-law, childcare sister-in-law and nanny business on Xiaohongshu;Secondly, find a more accurate group of people, that is, people with ** low-frequency needs;Then, the content was used to associate the crowd with the product, and in the search scene, the search terms were associated with the content of the note. The final result is very good, Swan Daojia has almost doubled the number of monthly leads and the ROI of global conversions is higher than 20 while the delivery cost remains the same.
Zhiheng told me that she has seen many customer cases, and sometimes the delivery is not effective, it may be that the product is not selected correctly, and she has not found what circle and what scene to play in her crowd anti-funnel modelOr maybe there are some negative reviews, but the brand doesn't understand the reason behind it and doesn't deal with it. In fact, the solution to these problems can be found by backing data from one party or three parties.
In order to make the product more measurable and optimized, the Xiaohongshu business team also announced a new upgrade of commercial products at this conference, and will launch a "1+3" open matrix. "1" refers to 1 data alliance of grass planting, and "3" refers to 3 product solutions, including the upgraded Lingxi, grass planting global access and search direct.
The data alliance allows Xiaohongshu data, customer data, and third-party platform data to be compared. The main focus is to connect and integrate global data, use data to help brands improve the certainty of global operation, and sort out the entire link of Xiaohongshu planting grass and global transformation more smoothly.
In the past, there was no backlink data for verification and analysis in Xiaohongshu, and it was difficult to set the goal because I didn't know what the effect would be. Now Xiaohongshu can shake hands with the customer's data, as well as the platform's third-party data, and use the upgraded Lingxi to compare the front and back links, so that the customer can see the number more clearly, and what to do in marketing optimization is also known.
Only by understanding real people can we do a good job of matching products and people
Under the flywheel of crowd strategy, all links are inseparable from content. Brands need to provide a better product experience, find more vertical people, and form a stronger consensus with them, so as to achieve higher LTV and NPS, and generate more profits on this basis, which can be fed back to products to form a healthier ecosystem.
What do you use to link products to people?I think it's content, and only content can shape the consensus about the product and the brand. So as content becomes more and more budget-heavy, it becomes imperative to establish a SOP.
Zhiheng told me that if you want to do a good job in content, the key to solving problems is to understand people. She gave me an example of a mother and baby brand, and this customer is Songda Talcum. It is to compete with talcum powder for the market, but the market education of talcum powder brands is done earlier and better, and the user's mind is very strong, so when this product was first launched, it could only sell hundreds of thousands a year.
Xiaohongshu is a platform for ordinary people to help ordinary people, and ordinary people will encounter various problems and generate various needs in real life. "Novice Bao Ma" is a very typical group of people, I used to be one of them, I know that Bao Ma has to solve 10,000 problems every day, eating, drinking and Lazar is just the most basic scene, Xiaohongshu is my encyclopedia, I will go to Xiaohongshu to search for answers if there is any need.
Zhiheng told me that based on the insight of the maternal and infant population, Xiaohongshu helped Songda Talcum find the group of people who best matched the selling point of the product, that is, the mother of the fat baby. When the weather is hot, fat babies will be prone to "drowning their necks", sweat accumulates in the folds of the neck, and rashes will occur for a long time.
In the past, parents would apply talcum powder to solve this problem, but this product has a problem that it is easy to "fly powder". The body lotion is very convenient, and it is very suitable for the group of fat baby mothers. Through the needs of this segment of the population, Xiaohongshu uses content to link products and people, and after reaching a consensus of "slimmer body dew does not fly powder", it will help the brand expand the crowd, and the market will naturally open, which is also a successful practice of the crowd anti-funnel model. Zhiheng said that this year in 618 alone, this product has sold more than 23 million, becoming the first category of the e-commerce platform.
After finding the grip of people, Xiaohongshu has upgraded its products in every link. The first is to understand "real people", Xiaohongshu is based on the principle of human matters, forming a characteristic group of people in Xiaohongshu. Recently, he also worked with WiseScience, a consulting firm specializing in anthropology and sociological insights, to map 20 lifestyle groups that are unique to Xiaohongshu.
I asked how to understand the features of Xiaohongshu. Sheng Xiang told me that the so-called feature of Xiaohongshu is to superimpose the crowd label with the demand, and use the demand to help the brand match the crowd and the product. This is rooted in the community genes of Xiaohongshu's "ordinary people help ordinary people". Half of the content posted by Xiaohongshu users is related to the product, and the segmented needs revealed in these contents can help the product find people.
She says the Ecovacs T20 is a prime example. The core selling point of this product is to wash rags with hot water to make the home environment healthier. Among the characteristic groups of Xiaohongshu, there is a large category called "family life people", which can be subdivided into nomadic youth, nesting youth, all-round life and quality and beauty middle class. The reason for this division is that although these four types of people attach great importance to home and life, their usage scenarios, requirements for home stores, and consumer spending are very different, and their definitions and emotions of home are also different.
Focusing on the core selling point of hot water washing rags, Xiaohongshu helped Ecovacs find out which people would have higher requirements for floor cleaning, and finally circled subdivided groups such as mothers, cleanliness, and pet owners. Combined with the pain points behind different groups of people, such as pet families are more concerned about the hair in the corner, while Bao Ma is more worried about the stubborn stains in the heavy oil area of the kitchen, further study what are the differentiating advantages of Ecovacs T20 compared with other products that can solve this demand, and finally find the content direction.
Bagpipes said that in addition to being able to measure the value of grass planting in the whole area, another new change is to add insight into "people". In the past, Ecovacs products may only be recognized, but now it is able to identify the content interaction and word-of-mouth of "people living at home" on Ecovacs T20.
In the 3 miles of "1+3", in addition to Lingxi, there are also "planting grass and reaching the whole area" and "search direct", which helps brands improve the efficiency of crowd expansion. For example, if Ecovacs launches a new product in the future, it can find more people who are likely to place orders on Xiaohongshu according to the crowd package that has bought Ecovacs products, so as to make an anti-funnel penetration of the crowd.
After graduating as a novice mother, I am now accustomed to searching Xiaohongshu for any problems I encounter in my life. Bagpipes say that users like me are not a minority, with 42% of new users using the search function on their first day at Xiaohongshu, which is becoming a search platform for life decisions.
The main goal of "Search Direct" is to bring the needs of search users closer to the brand, and make the conversion of grass planting smoother. After the brand has made a placement, when the relevant user makes a consumption decision, there will be 3 conversion paths:
One is to directly click on the link in the note to complete the on-site purchase in Xiaohong Bookstore, which is the shortest and fastest conversion path;
One is to jump to a store outside the station to form a purchase conversion;
Some industries have a long decision-making chain, and the main goal is to leave sales leads on the platform, and similar lead industries can directly obtain the information left by users to improve work efficiency.
This WILL business conference also revealed Xiaohongshu's attitude, that is, to choose openness and access. In a real sense, brands can get the data of the front and back links, look at the business of the whole domain, and have a scientific method to improve the efficiency of grass planting.
This year, when I meet every brand founder and CMO, I will say, "You really should open a little red book"!After talking to everyone, I feel that my Amway is more confident. In the past, people often told me that doing Xiaohongshu grass is like opening a blind box, sometimes the investment is very small but the effect is very good, and the new products can sell out;Sometimes you spend a lot of money and don't see a splash. Today I can answer him that planting grass is no longer just metaphysics, and "magenta books, selling all over the world" is very scientific.
And I found that Xiaohongshu's commercialization team has a very clear idea of serving the brand well. The first is to continuously study the characteristic groups of Xiaohongshu to help the brand understand the real and specific needs of an ordinary person like you and me in different life scenarios, and then diagnose the brand to see how to match the needs with the product.
Next, use commercial products to help brands do bidding to test the water, and if there is an effect, increase the advertising to reach more people, and the effect is not as expected, and there is no time to stop and do a review to find problems, which greatly improves the efficiency of budget use. In some important aspects of consumer decision-making and conversion, such as search, it has also been upgraded to make conversions smoother.
Finally, by comparing the brand's data and the data of the third-party platform, the most important and critical part of the verification of the grass planting effect is also completed, and at the same time, it can also feed back the product research and development and insight into the crowd to find new business opportunities.
The grass farming business ecology that has grown up in the community is becoming more and more mature, and brands should care about how to make good use of Xiaohongshu's business model, follow Xiaohongshu to understand the real ordinary people, and plant the grass of the product together.
Author |Disturbance.
Edit |Knife sister doris