Can Xiaohongshu promote alcohol? When Xiaohongshu promoted the brand of low-alcohol liquor, ...

According to the report "Analysis of Market Prospect and Current Situation of Low-alcohol Liquor Industry in 2020" issued by Academia Sinica, the consumption amount of low-alcohol liquor market in China has increased by more than 50% in recent two years. With the arrival of the era of young people's drunkenness, low-alcohol wine has gradually become one of the most concerned new tracks in alcohol. The full name of low-alcohol liquor is low-alcohol drink, its alcohol content is below 15 degrees, its sweetness is outstanding, and some of them are sugar-free soda liquor, which generally contains fruit elements and other diverse choices, which is a wine choice for young consumers to distinguish from liquor and beer. According to the public data report, the main consumers of low-alcohol liquor are 18 -34-year-old women, living in first-tier cities, new white-collar workers, exquisite mothers, senior middle-class people and GENZ people. The data displayed here are highly coincident with the main consumers of Xiaohongshu platform, so low-alcohol wines naturally set off a new trend of Xiaohongshu discussing wine. According to the data released by Xiaohongshu, low-alcohol liquor is the first choice for these users. Then, what kind of content sharing do these users of Xiaohongshu use to show the trend of low-alcohol liquor, and provide reference for Xiaohongshu's liquor brand content marketing promotion strategy? (1) The trend type of wine-related notes in Xiaohong Bookstore is 1. Homemade seasonal wine is made according to some seasonal ingredients, and the purpose of making wine for beauty and health preservation is put forward. It has a unique taste and plays a new trick of homemade seasonal wine in spring, summer, autumn and winter. 2. Drinking time The most popular drinking time in the little red book is shopping time, party time, eating time with food and helping sleep time, which is a time full of joy and enjoyment. 3. Drinking Scenes Speaking of drinking scenes, we always think of which venue or bar to go to when we move, but with the upgrading of drinking experience under the influence of the slight economy, drinking at home has gradually become a favorite drinking scene for young people, that is, homebar. So there are drinking out and drinking at home. (1) The popular places for Xiaohongshu to go out for drinking are mainly pubs, specialty bars and camping. There are certain requirements for offline consumption scene experience and storytelling, such as whether the atmosphere is interesting, whether the cost performance is worth sharing, and driving others to experience consumption. It is also an important source of relevant content notes for small red book sharers and users, and on the other hand, it also reflects young people's pursuit of comfortable life. Among them, characteristic bars have become popular new network celebrity punching points for young people in Xiaohongshu, such as courtyard bars or livehouse bars with small live performance venues and interactive cultural activities, which provide mostly low-alcohol wines, and at the same time have novel experiences and unique environments, attracting many young people to open them. (2) drinking at home. Young people find that finding a home in Little Red Book and enjoying drinking time in an exquisite and elegant home is also a scene to experience drinking. In other words, the craze for HomeBar has been set off in China, and every homebar environment has a delicate sense of creating atmosphere and full of experience. Many young consumers who drink at home like to get tipsy in the middle of the night, and they also pursue the leisure time of bartending and the bartending ceremony with full atmosphere. Although there may not be much space at home, it can be seen that there will always be a place for the homebar, which is keen on drinking at home. 4. Wine Review There are all kinds of wine review notes in Xiaohong Bookstore, such as the evaluation of planting grass for different groups of people and different scenes, and the contents of the evaluation notes enrich the professional knowledge and ability of the corresponding note sharers about wine or the testimony of personal tasting experience. 5. Convenience Store Bartender Convenience Store Bartender is a flash bar "Bartender Creation Camp" initiated by Xiaohongshu Platform and familymart * * * this year. It is an emerging trend that Xiaohongshu promotes "convenience store shopkeepers" around the strategy of shopkeepers. Through the relevant notes in the station, users can personally brew a cup of their own alcoholic beverage when they experience consumption offline. The proposed bartending matches are all from the popular notes of Xiaohong Bookstore. The offline flash bar also has corresponding bartending tutorial cards and bartending tables, which directly lowers the participation threshold of users. The operation is simple and interesting, and the taste is free and versatile, which satisfies the characteristics of Xiaohong Bookstore users who like to try, innovate and share, and brings more online and offline connections and interactions. (2) What is the entry point of the brand marketing of low-alcohol wine in Xiaohongshu? From the above-mentioned notes, we can know that the drinking concept of young people in Xiaohong Bookstore is no longer passive drinking in traditional social bars, but has evolved into a new lifestyle scene of active drinking and paying attention to health and wellness. Therefore, the following are some suggestions for the author to promote the new brand of Xiaohongshu low-alcohol wine. 1. The scene cuts into the scene where it is known that the drinking behavior of liquor users in Xiaohong Bookstore is basically active drinking. For example, brands can expand drinking scenes, create reasons for active drinking, and cut into the collocation of liquor, so that their brands can be closely related to a specific scene, such as homebar scene, women's exclusive, picnic, wine accompaniment, hot pot scene collocation, sleep-helping wine and so on. And you can find that you can take it before others find it. 2. Satisfying the taste of low-alcohol wine can be said to be the most innovative taste, such as fruit fragrance, tea fragrance, foam feeling and the collocation that plays a role in wine mixing, which is also in line with the characteristics that consumers in Xiaohong Bookstore are willing to try. For example, women like refreshing and slightly sweet taste, and they are bound by taste feedback to form their own unique taste brand label. 3. Healthy drunkenness As young people gradually strengthen their awareness of their own health, such as the intake of alcohol and the level of calories, these two points correspond to the impact on their own health and concern for obesity, and at the same time have a soft spot for low-alcohol drinks, so we can shape the purpose and concept of the brand by passing on healthy drunkenness. 4. Emotionally triggered drinking is not only fun, but also a part of young people's life companionship. Drinking a little can cure negative emotions and please your emotional needs. For example, in a day, a person faces boredom, sadness and fatigue. Therefore, low-alcohol wine is also an excellent pastime for young people to decompress and relax in the face of high-pressure life. For example, RIO cocktail creates a conscious consumption scene when users are alone, guiding users to relax and please when they are slightly drunk, and at the same time, it can also bring users into their own Lenovo-related pictures and generate * * * sounds, so that users can remember and deepen their sense of identity with the brand. As the saying goes: Long live understanding! 5. consumer groups cut in. For example, have you found that there are notes about bartending in the dormitory in the tipsy drinking at home, and the content has the corresponding campus address? Yes, the charm of drinks has also entered the university campus. According to the consumption data report of CBD, college students have gradually become an important force for young people to consume drinks online. Although they are studying the campus living environment, they don't care about the cost of drinks at all, and the consumption level of each unit price has exceeded 90/95 of the whole. Summary Therefore, the content marketing promotion of liquor brands in Xiaohongshu can arouse consumers' interest by creating high-quality content in the popular content field of Xiaohongshu users, gain high exposure flow or reach the target group efficiently, accumulate precipitated word-of-mouth in community stations, and drive the attention of passive search of brands, so that the brand power is influenced by Xiaohongshu in the content marketing field, and even extends to the strategic direction of two-way drive outside the station. Welcome to pay attention to this Zhihu account to see more articles about Little Red Book, which can help you plant grass. Wechat official account: buildings Ckay