Author |Designed by Chan Wai Yin |Yan talks about Mengjie.
If you want to say what is the hottest topic in this year's operation, "Little Red Book Planting Grass" must be an existence that cannot be ignored.
In response to the rising cost of traffic and the complexity of consumers' decision-making paths, more and more businesses choose to focus their energy and budget on Xiaohongshu. The operation agency had a dialogue with @zengmohan, the founder of the high-end domestic mattress brand half-day mattress, and revealed that it began to try Xiaohongshu at the beginning of its establishment in 21 years, and further increased its investment in 23 years, and put an ROI of 7 during the 618 period, and more than 11 on double 11, and the overall transaction size of the whole year will exceed 200 million.
In order to allow more businesses to do a good job of planting grass, Xiaohongshu has been moving continuously in the past 23 years:
Publish the grass planting value to promote the product planting more scientific.
The one-stop advertising platform Spotlight Platform was launched.
The dandelion platform has launched a co-creation and recruitment model.
Launched Xiaohongshu's official grass marketing Xi platform.
Newly launched Xiaohongshu private messaging product.
Organize 618, Double 11 Little Red Book Grass Xi Season.
Released the Xiaohongshu Grass Marketer certification.
In addition, Xiaohongshu recently announced that it will organize the largest annual conference for merchants (WILL Business Conference) on December 22, when it will also announce the latest grass planting recipes** and product capabilities, as well as the practical experience of merchants in grass planting.
In order to allow merchants to get the information and gameplay of Xiaohongshu grass planting in the first time,The operation club will launch the Xiaohongshu grass planting operation through the will business conference***@Xiaoxian, the founder of the operation agency in the group, @Chen Wenjing, the media head of Sanqi Group, and @Di'an, who has passed the TOP1 of the three categories, will be with you**Xiaohongshu will be at the Business Conference,Interpret Xiaohongshu's new dividends in 2024, and also prepare more than 10,000 yuan of live broadcast** interactive red envelopes. In addition, after the live broadcast, we will continue to regularly synchronize the latest Xiaohongshu grass planting gameplay, cases and experiences in the group.
Welcome to click **, press and hold to scan the code to add to the group.
Today, here are some practical cases of Xiaohongshu's grassroots grass planting** and merchants, which I believe will inspire you to create popular notes on Xiaohongshu, as well as get traffic and business increment.
Since the beginning of this year, the operation agency has conducted frequent communication with merchants on the issue of Xiaohongshu grass planting, among which we found that many merchants still stay in the traffic thinking mode to do Xiaohongshu, which is a typical phenomenonGet small eyes with notes(Views).and likes and comments as indicators for evaluating the effectiveness of operations.
In the past 10 years of Internet traffic dividends, we have become Xi to gaining growth by acquiring more traffic, and in terms of traffic growth at that time, it is more cost-effective to grab traffic than to intensively cultivate. Now that Internet traffic has peaked, the flood of traffic acquisition ideas can no longer meet the demand for both growth and profit.
You want to get an effective sales deal and take into account the long-term brand value within a limited budget. We need to start to shift from traffic thinking to user thinking, from looking for traffic to finding people. Based on this,Xiaohongshu proposes a grass-planting operator **-crowd anti-funnel model that is suitable for businesses in different industries and has very community characteristics.
To put it simply, under the premise of "good products", brands need to find the core group of people to plant grass based on the characteristics of the product, and then gradually break through the circle to the interested group, and then to the pan-group. Test it at the "core population" level first, and if it works, then quickly invest resources. If the test result is less than expected, adjust it as soon as possible and stop the loss in time.
Crowd anti-funnel model.
In order to make it easier for you to understand the crowd anti-funnel model, here is a case of efficiently breaking the circle in Xiaohongshu, opening a new category track from 0 to 1, and running tens of millions of sales in 4 months - Songda Baby Camellia Oil Body.
Notes on the high-quality planting of Songda Talcum Dew.
Baby Camellia Oil Lotion is a seasonal new product launched by Songda in 2022, which mainly solves many small problems such as uneven powdering, dead corners, dust hazards, and stimulation of the baby's lungs when mothers use talcum powder for their babies.
During the planting period, Songda found with the help of Xiaohongshu search data insights that "drowning the neck" is the biggest pain point of sweaty babies in summer, especially the ** folds of fat babies are more likely to appear red and rotten. Therefore, Songda chose the mother with a fat baby as the core group of talcum lotion, took the baby's drowning neck as the core pain point scene, and used the mild and easy absorption of Songda toner as the selling point to carry out efficient grass planting.
After completing the mental planting and word-of-mouth accumulation of the core population, Songda further broadened the volume of the product to radiate the population, gradually expanded the target circle to the demand for liquid talcum powder, and at the same time continued to cover the pan-maternal and infant population in May and June in combination with hot topics such as summer travel, parent-child travel, and maternal and infant good things recommendation.
The crowd of Songda dew is fighting against the funnel and planting grass.
After in-depth planting of the core population and the pan-maternal and infant population, the search on Songda Slime on Xiaohongshu station increased by 18 times year-on-year, and at the same time successfully occupied the top 1 of the category hot list and praise list of the e-commerce platform, and achieved 2 times the sales volume of last year in only 4 months.
Based on the case of Songda Talcum Lotion, it is not difficult for us to findBusinesses truly understand their own user groups and make notes that can influence target users, which is the basis for the operation of the crowd anti-funnel model, and it is also the core key to obtaining accurate traffic and efficient transactions on Xiaohongshu.
From grabbing pan-traffic to paying attention to core users, more and more businesses have already achieved results in Xiaohongshu with the help of the crowd anti-funnel model. For example, GNC from the big health industry has carried out precise grass planting for the late-night elites and luxury precision mothers, and has deeply planted nearly 10W of the target core population, and has harvested up to 80% of the new customer conversion.
For another example, Casarte, a home appliance brand, aimed at the maternal and infant population, the beauty of the skin, and the precise life crowd, focusing on the child's bathing, skin care, hot springs and other scenes, and achieved the brand search ranking on the Xiaohongshu station from 9th to 1st in 2 months, the search volume of the e-commerce platform increased by 415%, and the transaction GMV reached 13 million.
The operation company is based on the analysis of thousands of melon dataIt's becoming more difficult to create an organic note with more than 1,000 likes about your brand and product. Take the Xiaohongshu skincare category as an example, the number of notes on natural hits in April '23 decreased by 17 year-on-year58%。
On the one hand, the total number of ** notes on Xiaohongshu is growing rapidly, and the average total number of interactions is relatively stable, and on the other hand, with the high-frequency use and planting of grass by the public on Xiaohongshu, consumers have higher requirements for content quality. This also means that the probability of success in creating a natural explosion article with only a single content plan will gradually decrease.
At present, many brands have begun to choose to use Xiaohongshu's traffic commercialization tools, such as search and information flow, to increase the number of popular notes. The data shows that the growth momentum of Xiaohongshu's business notes in the past year has been rapid, and it has also brought very considerable results, also taking April 2023 as an example, the number of promotional notes in each track has generally increased by more than 300% year-on-year.
Data**-Thousand melon data & growth black box collation.
For merchants, in the process of growth, they need to focus more on product research and development and communication with the core target group, and for the creation of popular notes, they can try to do it with the help of external forces. At present, Xiaohongshu's official proposal for KFS product planting and grass combination is a strategy that can be repeatedly verified to improve the certainty of popular notes.
KFS product seeding and seeding portfolio.
Brands can invite KOLs to be the translators of the products, so that the products can be deeply rooted in the hearts of the people, and then accurately reach the crowd through feeds, amplify the benefits of content on a large scale, and finally strengthen the search card position with the help of search ads to seize the track and achieve efficient conversion.
A case of a popular note of a down jacket brand.
For example, a down jacket brand has strongly penetrated the down jacket track with the combination of KFS productsWith an investment of 2 million, 200 million sales were leveraged. The brand spent 50% of its budget on inviting fashion, beauty, and evaluation bloggers to share grass content such as travel scenes and dry goods, and used the remaining budget for feeds in-feed ads and search search ads, amplifying high-quality content** to create high-praise notes, and created 4 Wanzan notes in 15 days, with a year-on-year increase of 126% in search volume on Xiaohongshu, achieving the No. in the down jacket track2, and greatly improved the search index of the brand's products in the first class.
With the help of professional bloggers and traffic tools on the Xiaohongshu platform, it is really fragrant to efficiently make double-high popular notes with high interaction volume and high grass planting effect.
In the previous article, we mentioned that to do grass planting in Xiaohongshu, we need to adjust from traffic thinking to user thinking, in addition to the anti-funnel style of grass planting from the core group-interest group-pan-group, which has already begunSome merchants have set up matrix accounts on Xiaohongshu for different groups of peopleCarry out more refined crowd operations to achieve track occupation and long-term grass planting.
For example, the operation agency observed that Haima Classroom in the education industry has opened multiple Xiaohongshu accounts based on international students with different demands, such as Haima Classroom International Student Counseling and Haima Classroom International Student Appeal. Each account updates different note content according to its positioning, builds a content matrix in the Xiaohongshu community, and conducts business tandem at the end of each note, jumps and recommends each other, and efficiently obtains customer information.
The matrix operation of the Haima classroom.
This kind of matrix number play, which can provide differentiated content, is currently being officially recognized and recommended by Xiaohongshu, and has a more professional name - Xiaohongshu KOS matrix seeding.
KOS stands for Key Opinion Sales, and they have more professional service capabilities and brand knowledge than KOLs. At the same time, for users, KOS's notes represent first-hand new products and professional content sharing, and after planting grass directly, they can also get follow-up personalized services to undertake.
As of May 23, there are more than 120,000 KOS accounts in the Xiaohongshu community, and although more than 90% of KOS accounts have less than 1,000 fans in the number of fans, they have great content value and traffic value for merchants in terms of clicks and interactions.
At present, brands such as Weilai, Chaohongji, Yuxi, and New Balance have all set up their own KOS matrix accounts on Xiaohongshu, among which Chaohongji has accumulated a number of Wanzan articles during the period of Xiaohongshu planting with the help of the KOL+KOS model, and the brand search index has increased by 340% year-on-year. Many customers communicated through the comment area and private message consultation, and finally completed the online purchase according to KOS's recommendations and suggestions, and many customers took screenshots of their notes to the offline store for consultation, realizing the diversion from online to offline, and the benchmark store can increase its monthly income by one million.
A high-quality grass planting note posted by kos.
In addition, the operation agency needs to remind that when doing the operation of the Xiaohongshu matrix number, it is important not to use multiple articles, resulting in the flood of homogeneous content. This not only fails to get considerable traffic, but also may have the negative impact of downgrading the main brand number.
The Internet traffic dividend has peaked, and growth needs to be changed from finding traffic to finding people.
To sum up, we can find that Xiaohongshu grass planting has long ceased to be an extensive grass planting method of laying notes and finding talents, but has become a user-centric, high-quality content and commercial traffic products as tools, forming an effective new gameplay such as the crowd anti-funnel model, the combined delivery method of KFS product seeding, and the Xiaohongshu KOS matrix grass planting.
The Little Red Book Grass is currently evolving rapidly, according to the operating agencyThe dividends of Xiaohongshu are hidden in the new people and new technologies, and the most important thing to do at this moment is to understand and practice them as soon as possible.
Welcome everyone to join the founder of Xiaohongshu Operation*** Operation Club @Xiaoxian, the media head of Sanqi Group @陈文jing, and @Dean who has passed the top 1 of the three categories will be with you** The Xiaohongshu will business conference on December 22 will interpret Xiaohongshu's new dividends in 2024. It is recommended to join our communication community and not miss the latest information and gameplay and cases of Xiaohongshu Grass Planting.