Before launching on Xiaohongshu, we need to be clear about the brand's existing voice, which can help determine the main target of the brand on Xiaohongshu. In order to achieve this goal, we also need to pay attention to the two key aspects of competitor selection and selling point positioning.
1. Competitive product screening.
Competitor analysis is an integral part of your advertising strategy. Through competitive analysis, we can understand the competitors in the market, analyze their strengths and weaknesses, so as to find our own positioning and differentiated selling points. On Xiaohongshu, competing products can be divided into three categories: direct opponents, indirect opponents, and potential opponents.
1. Direct competitor refers to the brand that directly competes with our products or services. These competitors are the most similar to us in terms of product features and target users, so their advertising strategies and effects are of high reference value to us.
2. Indirect counterparties refer to brands whose products or services are not identical to ours, but whose target user groups overlap. Although these competing products are quite different from our products, their marketing strategies and successful experience are still worth learning and learning from.
3. Potential opponents may come from related industries, upstream and downstream enterprises or enterprises with strong resources in related fields. These competitors, while not as threatening as the first two categories, can still pose a threat to our market position.
When conducting competitive analysis, we need to drill down from multiple dimensions. First of all, we need to understand the advertising strategy of the competitor, including their advertising channels, co-hosts, content forms, etc. Secondly, we need to analyze the selling point positioning of competing products and understand how they refine and present their selling points according to factors such as product characteristics and target user needs. In addition, we also need to pay attention to the operation of the official accounts of competitors to understand their content posting frequency, interaction and other information.
Second, the selling point positioning.
On Xiaohongshu, the positioning of the selling point of the product is crucial to the delivery effect. According to the Keer brand management survey, a good selling point positioning can attract users' attention, increase conversion rates, and thus improve the delivery effect. Therefore, when formulating a marketing strategy, we must first clarify what the selling point of the product is, and analyze and refine it in depth.
1. Refine the core selling point: We must refine the core selling point of the product according to the product characteristics, target user needs and other factors. These selling points should be unique value points that can solve user pain points and meet user needs.
2. Differentiated positioning: On Xiaohongshu, product homogenization is more common. Therefore, we need to highlight the characteristics of the product through differentiated positioning. We can explore the differentiated value of products from user needs, usage scenarios, etc., and emphasize and present them.
3. Content creativity: Good content creativity can make the selling point of the product more prominent and attractive. We need to formulate creative content strategies based on the selling points of the product and the characteristics of the target users, and attract users' attention and interaction through interesting and useful content.
In short, placing on Xiaohongshu needs to fully consider factors such as the brand's existing voice and the analysis of competing products. Through reasonable competitor selection and selling point positioning, we can formulate more accurate advertising strategies, improve advertising results, and win more market share for brands. At the same time, we must continue to pay attention to the changes in market dynamics and user needs, and adjust the advertising strategy in a timely manner to maintain a sustainable competitive advantage.