Recently, Zichao saw a news that the Xiaohongshu WILL Business Conference will be held on December 22, 2023, and the theme of the conference is "Everything can grow grass". Many people think that as a community that has experienced ten years of ups and downs, it is already very good for Xiaohongshu to survive, and most of the community predecessors who have been a smash hit have disappeared from the mainstream vision, and it is a pity to talk about it.
And this year, many Internet companies are not having a good time, especially the war in the e-commerce industry. Pinduoduo's market value has surpassed Alibaba's, Liu Qiangdong has also returned to JD.com, and live broadcast e-commerce has gradually changed from the competition of super anchors to the red sea of long-tail anchors, and it is becoming more and more difficult for brands to get traffic.
However, the Xiaohongshu WILL Business Conference was held twice in a year, and proposed that "everything can be planted".
01 Redefine Xiaohongshu
I have to admit that as a middle-aged greasy man, Zichao has thought for a long time that the labels of Xiaohongshu are beauty, skin care, mother and child, and then mixed with some petty bourgeois life style. Until one day, a product made by Zichao that was launched in 2011 (Love Tribe) actually ushered in a group of new registered users, because it has not been put on for many years, and I am surprised that they came from**.
They replied: It was planted on Xiaohongshu, "and the Xiaohongshu note said that the picture of this product is clean, there are no ads, and there are no bells and whistles."
That's right, I didn't do anything, but Xiaohongshu helped me get new ones. The link of "planting grass and transforming" is so smooth that my view of Xiaohongshu has changed since then.
Similarly, a colleague recently traveled independently in Japan, and she told me that when looking for a restaurant in the local area, she basically searched on Xiaohongshu, and almost never stepped on the thunder. What's even more amazing is that there is a restaurant owner in Uji who sells eel rice, and he has been running a restaurant for 60 years, and every time he sees Chinese diners who come to eat, he will ask: "Did you see my store from **, Xiaohongshu?".The Chinese pronunciation of Xiaohongshu was still very lame, so he simply took out the message book and turned to the page of Japanese kanji that the guest had written for him before.
Since he opened the store, he has collected five guest messages, and the messages in recent years are full of 'Little Red Book'. It's really amazing that Little Red Book connects us in a foreign country. This user wrote, and suggested that Xiaohongshu could find this old man from Uji to be an overseas promotion ambassador.
Similar cases of grass planting are staged every day in Xiaohongshu, and before you know it, Xiaohongshu has "planted grass to everything". As long as you dare to think, there is no grass that cannot be grown in Xiaohongshu. Live 2 in this monthIn the community of 600 million, there are 69 million sharers, and the number of notes per day has reached 30 billion, covering the whole industry, all categories, and all people.
When I started following Xiaohongshu again, I found that in some WeChat groups about AI startups, many entrepreneurs shared links from Xiaohongshu. So I tried to search for the keyword "big model" directly on Xiaohongshu, and the page will also display subdivided words related to the large model, and AI subdivision information and in-depth cognitive analysis in various dimensions are available, and it seems that there are a lot of AI followers in Xiaohongshu.
Screenshot of Zichao's group.
From the old products of the PC era more than ten years ago, to overseas offline restaurants, to the recent fashion trends of entrepreneurship, Xiaohongshu has a comprehensive coverage. In addition to emotion, the theme of Zichao**'s Xiaohongshu WILL Business Conference "Everything Can Grow Grass" is to redefine Xiaohongshu: Xiaohongshu is suitable for the whole industry, and the first step in marketing in any industry is to use Xiaohongshu well.
02 The underlying logic that everything can be planted
The two most important attributes in the mobile Internet era are always on and anytime, anywhere. The direct impact of these two attributes on the mobile Internet community is fragmentation and decentralization, and the community no longer needs fixed topics and plates, but instead decentralizes the content of all walks of life.
Because users are fragmented in time, people will express their opinions and comments on more subdivided topics of interest. Xiaohongshu tries its best to ensure that every user has the opportunity to display content, which also makes Xiaohongshu a community where "ordinary people help ordinary people", allowing users to express and show themselves in the field they are good at.
Especially through the search function, Xiaohongshu allows users with the same interests and hobbies to find common topics, and at the same time, users have also established a trust connection between people in long-term sharing and interaction, which is not based on acquaintances or friends, but a very rational trust relationship.
Rationality comes from people's recognition of the community's content, or because the content is professional enough or authentic enough. So much so that many users click on Xiaohongshu and go straight to the search function, because you can always find the answer to your needs, and there is more than one answer.
For example, when searching for "diet during fat loss", you may have been planted with a certain non-stick pan or a certain brand of low-calorie snacks in the comment area. When searching for "precautions for moving", you may inadvertently be planted with a moving company or a certain packing bag. With the demand for segmentation, the grass planting scene happened naturally.
In Zichao's view, people are more willing to believe in the suggestions and opinions given by people who have similar experiences to themselves, and they can quickly resonate and agree. Trust is the foundation of a community, and many smash hit communities have collapsed because of the collapse of trust relationships, the essential reason is that the community has not adhered to a fair user sharing system, so that the weight of the community is too inclined to super KOLs and crude and clumsy commercial delivery, and when users find that the community is full of advertisements that they do not approve, they will gradually lose trust in the community, and the community will gradually decline.
After all, everyone doesn't want to see ads, but if these ads are exactly the content, goods and services you need, then in our hearts it is no longer an advertisement, but an important information we need. When a relationship of trust is established between people, the feasibility of planting grass in various fields is real, which is also the underlying logic of everything in Xiaohongshu.
03 The scientific recipe that everything can grow grass**
The example of the Love Tribe sounds like a bit of luck, but after years of practice, Xiaohongshu is turning metaphysics into science step by step.
For example, the launch of the crowd anti-funnel marketing model, KFS (KOL + feeds + search) delivery formula, etc., the last Xiaohongshu WILL business conference, also put forward a concept of TrueInterest grass value.
But I have to admit that many brands still have concerns about planting grass. One is that it is difficult to anchor SPU products (that is, categories that are cost-effective, highly meet the needs of core groups, and can lead the trend), and the other is that it is difficult to scientifically monitor and count the conversion effect. The main reason is that the user's offline and online behaviors are scattered, and clothing, food, housing and transportation are carried out on different platforms, which leads to the fragmentation of user behavior data.
Since Xiaohongshu has the confidence to say that "everything can be planted", Xiaohongshu is bound to open up the separated channels and the front and back links of transactions, which also means that real global marketing will be possible. In the future, for any product in any industry, if you want to do marketing, it is enough to penetrate Xiaohongshu, and it is also the most labor-saving solution.
Along this line of thought, Zichao speculated that there will be two marketing trends in the future:
First, the market will have more accurate insights into the needs of the population, and it will be easier for SPU products to break the circle.
Xiaohongshu has a product called Lingxi, which is to mine the data in the Xiaohongshu website, including unstructured data (**, etc.), so as to turn users' behaviors, emotions, and minds into quantifiable data labels. With the help of Lingxi, brands can analyze market trends, user pain points, optimize content communication strategies and collect user word-of-mouth.
If Lingxi's capabilities are extended to the whole domain, that is, to access data from other platforms, then the demand insights of market groups will be more accurate, and the business value generated will not be measurable.
Second, the user's transaction link will be more intuitive. Now everyone has planted grass on Xiaohongshu, some go to Jingdong ** to place an order, some go directly to the offline store to complete the transaction, and some simply pay attention to the official platform. There are various conversion paths, and it is difficult to calculate the final delivery effect.
Two days ago, a founder who did a new scene of offline entertainment chatted with Zichao, and mentioned that what they were most worried about was whether the first physical store opened offline would be a hit, which depends on how to do brand marketing, because now the marketing water of various channels is very deep, the channels are complex and diverse, and the delivery is not orderly, which is a headache for them. Zichao felt at that time that whoever could quantify and measure these marketing channels would have the right to guide traffic in various industries.
At present, watching Xiaohongshu to do these things is a matter of course. Xiaohongshu, which already has a very good ability to plant grass, if it solves the problem of data monitoring for the whole network, it will be more confident for the brand's marketing decisions. Marketing is not afraid of throwing money, but what is afraid is that after throwing money, it will not be able to detect the conversion of traffic at all. The whole link is quantifiable and measurable, and it is the basis for sustainable advertising for the entire marketing. If Xiaohongshu opens up the whole domain and the whole link this time, it will undoubtedly be a blockbuster for the whole industry.
I was still very excited to think of this, but in a rigorous manner, Zichao still asked a person close to Xiaohongshu for verification, and the other party just replied to me that this issue of WILL Business Conference will release two new grass products. One is an upgrade of the original product, and the other is more heavy, which can open up the whole link of marketing for the brand.
All speculation has become reasonable, and if Xiaohongshu can quantify the data outside the observatory, then the Lingxi responsible for data mining will usher in a major upgrade;At the same time, a new global marketing product is also about to emerge, and it is possible to accurately plant grass and verify the effect of grass planting.
The mystery will still have to wait until December 22, what new products will be released on that day?In fact, along the way, Xiaohongshu has been very restrained in its commercialization. But planting grass is Xiaohongshu's natural gene, because it is Xiaohongshu's community culture that ordinary people help ordinary people. As Seiya, CEO of Xiaohongshu, described, Xiaohongshu is still "a warm little community" after all. ”
Yang Zichao: Founder of Ultrasound, Founder of Luminous Mini Program, Founder of Ai Tribe Light Diary Community, Founder of Super Business Cognition Business School, Founder of Wagyu Business, Founding Donor of Zhongguancun Entrepreneurship Museum, Well-known Internet Opinion Leader, Angel Investor, and has 12 years of experience in Internet products. He has made portals, B2C, C2C, navigation, social, FM, weekly and other products. He served as a tutor of Dune University under Qingke Group, a star mentor of the "Entrepreneur" Heiwen community, a mentor of the Beijing Division of the 2014 eLife Campus Dark Horse Entrepreneurship Competition, a judge of the 2016 Wuhan Qingtonghui and Hefei Hechuanghui investors, a guest judge of the 2017-2018 Sohu Automobile Annual ** Judge, a judge of the expert jury of the final of the 2018 Hackaday360 Product Innovation Challenge, and a guest host of the Metaverse Sub-forum of the 2021 Science and Technology Billboard of Sina.com. Host of the Metaverse Sub-forum of the Weibo 2022 New Wise Men Conference, special host of the New Wise Talk, and expert review of the first New Wise Men Value List in 2023. After returning to China from the UK in 09, he has done a number of entrepreneurial projects such as cloud computing, social networking, and big data, and has accumulated a lot of entrepreneurial experience.