Mother and baby brand small red book marketing growth guide

Under the new wave of consumption, consumer thinking has changed, and the growth trajectory of the brand is also quietly changing, but no matter whether it is a new brand blast, or a traditional brand refreshment, strong marketing is the core focus of the brand to break the circle. Little Red Book as a young people's lifestyle platform and consumer decision-making portal, how to more efficiently help the brand breakthrough? Recently, in the "Consumption Iteration Wind Rising" hosted by the Maternal and Child Industry Observatory, the seventh Global Maternal and Child Conference 2021 was held. 2021 Seventh Global Mother and Baby Conference", Xiaohongshu commercialization effect of the general manager of large customers, Xiguan to "Xiaohongshu mother and baby industry marketing admission at the right time" as the theme to bring a wonderful sharing. The following is the content of the speech:

Author / Xiguan

Xiaohongshu from June 2020 to May 2021 about 30% of the mother and baby category of the monthly search volume growth, the current Xiaohongshu consumer group is relatively young, the average age of users is about 22 years old, and is not the most important crowd of mother and baby consumption, because they have not yet crossed the age of 24 years of childbearing, so the next two years to Little Red Book is the real mother and baby industry outbreak era.

Xiaohongshu's main customers are located in first-tier, new first-tier and head of second-tier cities. The user's consumption preference, the small red book live with other platforms is very big difference is that the small red book live average unit price is very high, because the first tier, second tier and new first tier of the city user's consumption ability is very strong. If you are now selling a very cheap product, then in fact, the Little Red Book is not the best marketing channel.

How do you create a brand?

We all talk about "planting grass" and branding through Xiaohongshu, so how do you brand on Xiaohongshu?

About new products. Whether it is now emerging brands, or some of our traditional brands continue to launch new products, is because consumers now believe that new products are equal to better products, equal to popular trends, equal to different, so now people do not believe in the so-called century-old stores, century-old brands, century-old products, new products become the core of the brand to impress consumers.

On authenticity. Nowadays, consumers no longer easily believe the so-called "official" information, in my childhood, the era, the TV commercials often say a phrase called "provincial excellent, the Ministry of excellent, the national superior. Because this advertising slogan is equivalent to the state to do the certification of the brand, on behalf of this thing reliable, including the later find some big stars to do the spokesman, is also the same reason, are brands want to verify their products reliable. But now consumers have been very picky, they are not willing to trust the authority, and even anti-authority - "you say it's good, I don't believe it's good, I want to see you in the end is good or bad."

On knowledge. We believe that one of the most central channels or means by which brands can now establish a connection with consumers is called knowledge.

To give an example of cosmetics, I have been in a lot of places to do training or advocacy for customers, a girl told me she insisted on using a brand of cosmetics, not only to be able to tell what is good about this cosmetic, but also can be seen that she is full of pride. She thought she was very clever, found a particularly cost-effective products, not only affordable, but also good quality, including the content of the brand's products, the purity of how much, through what principles in the production of the effect, and how to protect her skin are all very well known. These things are in fact obviously the brand told her, subtle process of the brand will be his advantage to tell the consumer, so as to cultivate brand loyalty. So about new products, authenticity and knowledge are the core bonds that we think enable consumers to build brand awareness.

Three steps to building brand awareness

What's next? I think there are three steps.

The first step is called "awakening demand", known as "inspire" in English, which means that when you see the goods, you feel inspired to demand, which is the first step in marketing. This is the first step of marketing to solve the problem. Simply lay the goods on the consumer's face 100 times, he may only feel that the brand is quite rich, and out of curiosity to see, but he was not impressed.

The second step is "deep understanding". We all know the super language, super symbols and super repetition, why the need for super language and super symbols, I think because the bandwidth of the information is too narrow, it is limited to a piece of paper can only print super language, super symbols to help you memorize, look at the memory, and there is no way to elaborate on the product why the product is good, because you write an article on it other people will not look at it.

And users come to the little red book is to let you tell him why a product is good, which is the core value of the little red book. Little Red Book marketing does not need to simply use a sentence repeatedly screen, but from all angles of the product in the end why good, there is no way to do these through TV advertising or screen media advertising.

In Taobao a baby details page put 10 selling points, the user simply will not look. And Xiaohongshu can split 10 selling points into 50 articles, each article from a different perspective to describe 1-2 selling points, there is always one to impress consumers, which is the so-called deep understanding.

One of our cosmetic clients, the retinol concentration of his products far exceeds the level of peers, but it also causes skin allergies. So he told users that the reason for the allergy is because the product ingredients added more. Learning this story, even my wife who suffers from sensitive skin characteristics wanted to try it. When brands tell users that the allergy is because the product ingredients added more, added more effective, once the consumer is not allergic, peer advantage will be effective. You can put the product where good to the customer narrated, rather than a point of view repeatedly said, this is the small red book is very advantageous point.

The third step is to "build barriers". What is building barriers? For example, you have just advertised a lot of product advantages in the "deep understanding", but consumers demand authenticity, not just a good thing. So Xiaohongshu helps enterprises through a variety of users to share, so that consumers better understand the product. The biggest difference between Xiaohongshu and Jieyin or other media is that it has a large number of users sharing, which is the core value of Xiaohongshu, and also the most valued value of users or consumers. So how to better get real users to help you share, this is the most important.

Xiaohongshu has just launched the data bank, which only does some semi-automatic and deeper manual intervention in data analysis and crowd pack placement building for our KA customers. There are actually a lot of new features here that can help brands get better marketing results.

The core of Xiaohongshu's platform is character effect, about marketing character effect I want to emphasize one more point with you, that is, ROI (return on investment) can not be blindly gullible. When we really do marketing should not only look at ROI, but ROCI (return on customer investment). Brands need to focus on how much money to spend to get customers, not how much money to spend to get orders, there is a fundamental difference between the two.