1.Product introduction period
Bebebus's new product is the TOP1 in category sales, and the new product test product is efficient and consolidates the certainty of grass planting
The brand said: "The Xiaohongshu New Product Testing model has subverted Bebebus's thinking inertia in terms of product launch, and after this battle, we are more confident to become the world's leading super brand." Ling Shen, Co-Founder & CEO of Bebebus.
The new product launch is "apprehensive" like a new parent, "The preset selling point, will users pay for it?".After the product is launched, "plant grass"?It's better to reverse the order and let the grass start before it goes on the marketInstead of "repeated testing" and "passive adjustment" after the launch, this time Bebebus chose to go first. Conduct user research before the product is launched, quickly calibrate the selling point and communication point according to the user's real suggestions, and iterate the product in a targeted manner, so as to significantly increase the probability of "new products that explode when they are launched".Before a new maternal and infant product is launched, how "apprehensive" is the brand?The level of tension is comparable to that of new parents. Before the new product of the domestic maternal and infant brand bebebus, the baby walking artifact, was launched, the brand had already determined the 3 major selling points and 5 major communication perspectives about the product around the product characteristics. However, if you spread the word according to the brand's envisioned selling point, will users really be planted?Can the official "nickname" of the product really hit users and become popular?
The three dimensions are calibrated, and the selling point of the product returns to the "mother's perspective."Based on the feedback from mothers, Bebebus reorganized the target group, usage scenarios and communication perspectives of the product.
Bloggers set off a new trend of "walking baby artifact" to drive the efficient transformation of the whole domainFocusing on the selling point and communication point of the calibrated product, BEBEBUS invited bloggers to produce different high-quality content from the perspectives of product application for cute baby, baby walking, comfort and durability, etc., and used KFS product planting and grass combination to enhance the popularity of Butterfly Car in Xiaohongshu station. In addition, the brand connects Xiaohongshu's grass planting keywords with the search of e-commerce platforms to efficiently inherit the on-site traffic.
The new product has become the top 1 of the hot sales list of the e-commerce platform within 7 days of its launchThe name "Butterfly Car" successfully stepped on the user's memory point. After the product was launched, the average number of users searching for "butterfly car" per month skyrocketed by 20 times. The results show that the butterfly car has topped the top of the four-wheeled cart hot list on the e-commerce platform in just 7 days, and has become the top 1 of the store's daily sales within half a month, and the sales volume has exceeded 4.5 million within one month, becoming a big hit in the BEBEBUS product matrix in a short period of time.
2.Product growth period
The kitten food turned losses into profits in one month, and the "meow" group anti-funnel model helped Guanneng cat food to grow grass efficiently
The brand said: "After this round of cooperation with Xiaohongshu, our biggest realization is: an efficient product planting starts with insight. Previously, we didn't think anyone knew what a product was selling better than the brands themselves. But now we understand that we need to think about what our customers want, how our products can solve those needs, and then we think about the brand sales part. By putting the demands of consumers at the center, our products will naturally attract more target audiences. In the process of using Xiaohongshu's crowd anti-funnel model, we have become more deeply aware of this. —Zhang Yu, Head of Marketing Department of Nestlé Purina.
Brand challenge: The brand entered the game late, similar products have already occupied the track, how can Guanneng attract the attention of "cats"?
Opportunity insight: "pet newcomers" become the main force of consumption, lock in the direction of popular science, and professionally dialogue with usersIf the product is planted well, user insight is indispensable.
In order to better communicate with Chinese pet breeders, Guanneng conducted a round of in-depth user research through Xiaohongshu before planting grass began. Insight found that the current development of pet content is diversified, but Novice is the fastest growing sector.
In the past year, the number of notes related to novice pet raising on Xiaohongshu has increased by 336%.
What should a dog buy for a cat for the first time?What do you need to pay attention to?"Pet experience sharing" has become the content that novices are most eager to see, and it is also the content direction that pet brands should pay close attention to.
Grass planting action: Accurate insight and matching an anti-funnel crown can plant grass in three steps, leading the new "food" of the meow world
1) Insight into the cat's "glass stomach" to find the potential energy SPU
The most critical step of the crowd anti-funnel model is to identify user needs. Guanneng found that in the pet health content, gastrointestinal related topics have the highest attention, and there is no strong brand, there is a huge opportunity, so it anchors the fist product - Guanneng gastrointestinal cat food as the brand potential energy SPU.
2) Three content strategies to optimize the angle of grass planting.
3) The potential energy SPU breaks the circle, and the crown can be outside the core group to circle the novice cat breeder.
After occupying the minds of the core population, Guanneng further anchored the "novice cat breeding" label through the notes and hot words of Xiaohongshu cat** and the search trend data related to pet raising, which not only helped the brand find the pan-crowd of the product Novice cat breeder in addition to the core population of cats and cats, but also opened the "planting" of kitten cat food products that the pan-crowd concerned about after the fist product Guanneng gastrointestinal cat food.
4) Content Dual Cycle & 1+1 Double Explosive Products Press the volume accelerator button of Guanneng brand.
Through the real feedback of previous purchase users, Guanneng screens high-heat evaluations and locks in user concerns, so as to feed back Xiaohongshu content creation and optimize the content of notes. Through this first-of-its-kind content dual-loop UGC note-taking mode, the effect of grass planting continues to amplify and continue the popularity of the product.
Through content keywords such as "novice cat raising" and "raising kittens", the brand has designed the "1+1 double hit" product strategy of kitten food + gastrointestinal cat food, created a series of grass planting notes, and used the potential energy SPU gastrointestinal cat food that has established user awareness to drive kitten food and work together to amplify the voice of the Guanneng brand.
Business results: The big promotion node detonated instantly, and the search volume on Guanneng station skyrocketed by 272%.Through this in-depth cooperation with Xiaohongshu, Guanneng brand successfully shortened the planting period from 3 to 6 months to 35 days, and effectively leveraged 670,000 people to enter the store. During the 618 promotion, the GMV of the whole platform increased by 80% year-on-year, and the brand ranking of Xiaohongshu and the popularity of Tmall search increased to the top 2 in the category.
3.Product maturity period
The search ranking of the foundation liquid on the site is TOP1
Long-term style, Lancôme long-lasting makeup foundation rejuvenates new power.
The brand said: "How can a classic product be successfully reimagined in the Xiaohongshu community?".Xiaohongshu is a gathering place for a new generation of users, helping brands stay sensitive to trends and keep abreast of new user needs. With the help of the community's demand insights and new trends, Lancôme and Xiaohongshu have created one topic peak after another, so that the product reputation and brand image have been renewed. ”
How can the classic products of the brand challenge the Red Sea Circuit take advantage of the trend to become the user's one pick again?As an evergreen product of the Lancôme brand, the long-lasting foundation shoulders the pressure of sales growth all year round, and also bears the burden of attracting new users and driving the brand to rejuvenation.
However, as the basic SPU of makeup brands, liquid foundation products are expanding rapidly in the domestic and foreign markets year by year, and the product iteration is rapid, so it is not easy to maintain its high sales growth for a long timeIf Lancôme long-lasting foundation wants to further increase the sales of its products, it needs to bind the classic and old products with the trend more deeply, so as to capture the attention of more users, stand firm in the market, and rejuvenate the image of the new product.
Key actions: a "MSBB" base makeup style + a city walk to create style, taking advantage of the momentum, successfully consolidating the professional image of Lancôme's base makeupIn order to deepen the professional image of the brand's base makeup and cover more and wider user groups, Lancôme joined hands with Xiaohongshu to launch.
In-depth cooperation, planning the product grass planting action with a half-year cycle, to ensure the continuity and increase of the grass planting effect.
The penetration rate of classic products among young customers.
1) Light makeup has become a hot trend in the station, and the base makeup needs focus on the original feeling
Lancôme found that in Xiaohongshu, light makeup is becoming a new makeup trend, and the popularity of makeup styles emphasizing the original sense such as gourmet boiled water makeup, Thai makeup, and pure wild makeup continues to rise.
Under such a trend, users have higher demands for "concealment" and "long-lasting makeup" of base makeup, and the demand for "conformity" and "color holding" of base makeup is strong and growing rapidly, which coincides with the product strength of Lancôme's long-lasting foundation. So, Lancôme decided to carry out the original sense to the end.
Through the popularization of professional makeup techniques, the MSBB base makeup method and Lancôme long-lasting makeup foundation continue to rise in popularity. Xiaohongshu bloggers in multiple circles such as beauty, clothing, and fashion have also joined the MSBB base makeup challenge camp, and many KOCs have followed the trend to participate, setting off a national heat, and even other base makeup brands have also come to Lancôme MSBB trend.
During the maturity period of the product, a city walk was held in the summer high-temperature travel scene, so that the product's durability stood outThrough the MSBB makeup trend, the product power of Lancôme's liquid foundation has been effectively highlighted, and the depth of the crowd has been realized. In addition, in order to better express the weariness of the product, Lancôme combined the travel craze on the Xiaohongshu platform to play with users in summer with makeup. The hot weather in summer and the travel scene make the product's durability pass to the first stop of the user's travel map through more specific scenes, and Lancôme accurately stepped on the Shanghai city walk trend, and the popularity of the product also rode the wind and gained a lot of user attention. Then, the brand continued to further expand the scope of activities, and the travel relay radiated to the popular cities - Wanning and Chengdu, proving the staying power of the product, and taking advantage of the opportunity to complete the in-depth communication with the makeup party.
Marketing results: Lancôme's long-lasting foundation liquid creates wind out of the circle, and ranks No. in the category search on the site1Through the in-depth combination of selling points and scenes, this marketing has realized Lancôme's long-lasting makeup foundation liquid out of the circle, and the data has skyrocketed. During the campaign, the total number of products exceeded 3300 million, ranking first in the category search on the site, and the completion rate of planting grass to help the brand attract new customers reached 240%. During the event, the single product dominated the list of e-commerce platform foundation sales first, and while reaping the increase in sales, the product image was also comprehensively renewed.
Through the data of Xiaohongshu, Lancôme predicted the potential opportunities of the saturated market in advance, accurately gained insight into user needs, conveyed the core selling points of the product through original makeup techniques, and then penetrated key scenarios with the help of popular trends, successfully occupied the minds of young users, and achieved the marketing goal of bringing brands with explosive products and driving sales growth.