Nowadays, the traditional five-sense marketing of "sight, hearing, smelling, taste, and touch" is constantly evolving, and on Xiaohongshu, we can often see and discuss the sense of atmosphere, sense of luxury and other related content, which can be seenWhether it is the way brands communicate with young people, or the style and tone of content communities, they are gradually evolving. - Trend research
Based on this, Qiangua conducted a preliminary investigation on the life style and trends of the Xiaohongshu platform and summarized it"Little Red Book's New Five Senses".
Figure丨Qiangua data has in-depth insight into the new trends and trends of life, so as to grasp the focus of the crowd and accurately grasp the trend of brand marketing. This issue of Qiangua is launched"Qiangua 2023 New Five Senses Life Style Data Insight Report (Xiaohongshu Platform)".。By dissecting the "new five senses" under the Little Red BookCrowd focus, content creation trendsTurning "abstract feelings" into "figurative methods"., for the brand more preciselyCapture consumer demand and grasp future opportunities.
Characteristic interpretation: initial, natural, pure, seemingly effortless, unoverly processed, back to the original state. 
Interpretation of characteristics: Through the creation of the overall atmosphere, people can substitute a certain mood, artistic conception and situation, which is essentially an aesthetic demand and life charm.
Characteristic interpretation: Through interaction, people attract each other, accompany each other, and connect, find a sense of belonging and feel self-worth at the same time, so as to achieve a happy state of body and mind.
Characteristics interpretation: Seek balance between "involution" and "lying flat", have a degree of relaxation, and be able to deal with pressure or difficulties calmly, without tension or internal friction, and in a rational and healthy state.
Characteristic interpretation: unconventional, non-popular, has a certain pursuit of identity image and quality of life, and is a style of life with great quality, connotation and style.
In this study, based on the exploration and research of Xiaohongshu's lifestyle style and trends in the past two years, Qiangua summarizes the following suggestions:Originality:In recent years, the trend of "original feeling" has become prominent, and the future is promising. On the makeup track, pseudo-no-makeup is popular, and users need to be advocated at the marketing levelEmbrace and amplify your own unique beauty；Food Track,Dig into the most primitive nutritional needs of usersto match the most essential efficacy of the product;Home track, with the help of the inclusiveness of the log wind,Integrate the hot trends of platform content and present a diversified style.
Atmosphere:The popularity is stable for a long time, the content is rich and diverse, and marketing needs to explore unique perspectives and content scenarios. Brands can be accessed fromCapture fashion details and create sensory experiencesCreate content in both ways, and at the same time, pay attention toLayout of node marketing, with the help ofSeasonal and festive iconsCreate creative content.
Social:With the evolution of social needs, content continues to innovate, and the advantages of interest content are highlighted. At the crowd level, brands can tryStart from the circle of interests to understand the audience of the industry, content level,With the help of the influence of the vertical sports circle, enhance the interaction between the brand and the user's real life, and at the same time,Pay attention to "two-way co-creation" brand marketing, resonating with the user at the same frequency.
Relaxation:As a new life trend, in 2023, "relaxation" will usher in a surge in platform voice and commercial delivery. Clothing, home, beauty, mother and child four areasis still a prominent trend, followed by thatOutdoor scenesThe potential is huge;In addition, brands need to be sensitive to the "sense of relaxation".The psychological needs of users and the changes in social emotionsto try to plant grass through pan-content.
Sense of Quality:The popularity of grass planting is high, and there is a large space for development. Fashion field, attentionSubstitution of "role"., catchThe trend evolution and style presentation of "quiet and subtle high-class".；PassedColors, materials, accessoriesThree dimensions of grass planting "sense of luxury";Science and technology, focusProduct functions, pain points to solve, and obtain benefits, with the help ofEndorsement by professional expertsto accelerate mental education and consumption decision-making.
The consumption context and needs of young people are constantly changing and upgrading, and now and even in the future, on the basis of the traditional five senses, the "new five senses" nurtured by the user's life style will become a high-level way for brands to attract users' attention and promote consumption decisions. 