How do enterprises use little red books for promotion?

Nowadays, more and more brands have settled in Xiaohongshu, and more and more enterprises use Xiaohongshu to promote their own brands and products. For enterprises, it is essential to define brand positioning, and it is also extremely important to analyze what brand image can make consumers feel psychologically and stimulate their desire for consumption. Kirin Technology, combined with many years' experience in operating Xiaohongshu, shared the brand building method of Xiaohongshu, hoping to arouse some thoughts. 1. xiaohongshu marketing: mental occupation when it comes to xiaohongshu content marketing, nine has to mention the relationship between new products and KOL. Although we provided trust endorsement for products through KOL bloggers, bloggers only pushed away the point of traffic ripples, and ultimately it was the brand, product, packaging and selling point that made the target people reach their destination. So, when the enterprise is spreading, what is it spreading? The arrow of information will only be firmly fixed on the target if it is polished sharp enough to hit the bull's-eye. What needs polishing? The only way to polish differentiation, value proposition and product selling point. In the little red book notes, we not only saw the appearance of the blogger at first sight, but also saw the packaging of the product. If you say beauty, antique, green, gold and lipstick, which brands do you think of? If you say lipstick, black, bullet and parity, what brand do you think of? The first brand is Hua, which is also a brand from the content marketing of Little Red Book. The second brand is MAC, and the packaging of lipstick is like a bullet and black. In these packages, successful brands are pursuing the uniqueness of packaging, hoping to put it on a dazzling array of shelves, or put it in a collection of little red book notes, and know what brand this product is from a distance. And the spread of China and MAC, Xiaohongshu contributed. 2. Little Red Book Marketing: Because the content strategy is about brand awareness, it focuses more on the market after three years. Content marketing and content precipitation are barriers that can build competition, which is called moat. Moat; In ancient times, the general way to protect one's city was to dig a deep river at the foot of the city wall, mainly to make it more difficult for opponents to attack the city. When it comes to little red book content marketing, so does the competition between brands. From the target group of the brand to the brand packaging and selling point, it is basically pervasive after being spread through the notes. Content can bring a long tail effect. After several years, some people can still find the related content of the brand by searching for the brand or content keywords. In addition to searching in Xiaohongshu, Baidu can also grab Xiaohongshu's notes. 3. Marketing of Xiaohongshu: The account matrix of Xiaohongshu is operated by matrix method, mainly focusing on streamlining the content output, where to collect the content, such as Xiaohongshu, Tik Tok, WeChat official account, Weibo, Zhihu, Baidu, etc., collecting dry goods, and then making these processes into manuals. Xiaohongshu's personal number, enterprise number, employee number and drainage number are used together. It's not that every brand will set up 100 account immediately, but it must be a small-scale test, such as copying 5 accounts from peers or brands with the same tone and excellent brands of different categories to imitate their explosions. The quickest way is to play on the basis of others and become your own thing after improvement. Thinking hard behind closed doors will only consume a lot of useless energy. 4. Circle marketing. To get feedback from bloggers, we should first contact the first batch of seed bloggers and KOL, and then collect feedback from these bloggers, such as 30 bloggers-100 bloggers, and then register, collect and improve constantly, so as to shape the products that the target population likes. Anyone who does marketing must know himself better than users, get platform feedback from the output content, and know what kind of content users like. Look at Tibetan comments, especially in the comment area. As long as the notes and comments are not falsified, you can still feel them even if they are falsified. The illusion, methods and ideas of Xiaohongshu's brand strategy are still worth thinking about. For enterprises, only when thinking and thinking are clear can they concentrate their firepower and break through the deadlock of competition.