How can restaurant brands make good placement in Little Red Book?

Recently in the writing of the small red book operation article, encountered some restaurant owners asked, restaurant brand how to promote through the small red book marketing? Catering placement is not like e-commerce customers, real-time placement of feedback, due to the delayed placement, the difficulty of underwriting to the store, resulting in the short-term effect of the small red book placement is not very fast, the entire red book, brand placement to do the case is relatively small, is not the small red book is not suitable for catering placements? In my opinion, it is not, but there is a greater opportunity to normalize the adherence to content placement, the brand in the small red book potential will be higher and higher, specifically, the catering industry how to put in the small red book, first from the catering industry to talk about. The main directory industry insights: four trillion market, the crowd natural fit grass insights: put low penetration, B2K2C model put strategy: professional number + Darren put + vegetarian UGC a, industry insights: four trillion market, the crowd natural fit catering industry 4 trillion, the compound annual growth rate of 10.1%, although the epidemic to the catering stores ravaged again and again, but as the people's immediate needs, its future is also a piece of the good, but along with the rising rent, staff, the future is also a good. But along with rising rents, rising staff costs, the new U.S. (Meituan + Dianping) transaction draw is getting higher and higher, the profits of the restaurant is also lower and lower. How new brands grow up in this context, in my opinion, on the one hand, from the brand infrastructure, in the category selection, door, menu innovation, on the other hand, to get rid of the traffic to buy the dilemma, through the new channel to establish the flow of sovereignty, that is, through the small red book, jittering new media to establish the flow of sovereignty. At present, the mainstream catering brands are concentrated in shopping centers, young people as is the core population of shopping centers, which has a natural degree of overlap with the small red book user population, in addition, food has surpassed the beauty, become the first major category of the highest degree of attention of the users of the small red book, so the catering brand in the small red book seeding has a natural suitability, has a broad mass base. Figure 1: data source thousand melon, food and drink variety grass notes ranked first but as food under the catering stores, in the small red book grass performance in general, through the data capture catering stores 30 days put the number of notes, but put the number of notes only 175, put the number of brands is only 11, put the amount of data is one percent of the United States and makeup, from the whole put the brand point of view, basically is the head of the head of the various subcategories of brands, such as the milk tea industry: Xicha, Nexue's Tea, Shanghai Auntie Hot Pot, Chinese food industry Jiudingxuan, Banu, Laoxiang Chicken, Tai Er pickled fish; fast food industry Laoxiang Chicken, McDonald's, KFC and other brands. Figure 2: Catering in the Little Red Book commercial placement situation may be many people say, this just shows that catering is not suitable for the Little Red Book placement, on the contrary, in my opinion, catering brands in the Little Red Book placement there is a huge dividend opportunity, who first seize the market, do a good job of the layout, continue to enjoy the dividends. Second, grass insight: two grass mystery, B2K2C model why so suitable for catering stores grass Little Red Book, but the brand grass penetration rate is low? I communicate with many restaurant owners found that there are generally two reasons for the first there is no way to measure the effect of the Little Red Book placement, that the Little Red Book is not like the popularity of Dianping or the United States Mission, able to measure the production ratio, very often spend the money but not the effect; the second do not know how to do the placement in the Little Red Book, it is not clear how the layout. First of all, on the effect assessment, first of all, the small red book is grass + decision-making platform, so the preliminary small red book placement is to let the user understand the brand, interest, and then purchase and word of mouth sharing; secondly, the small red book grass has a long-tail effect, when the notes output, if it is a burst of text, but also can continue to bring to the diversion, therefore, the small red book pre-assessment criteria, the first burst of text interaction to assess, at the same time in the stores converted into the establishment of a closed-loop Mechanism, set up coupons in the small red book, after the user enters the store to consume, after the checkout, you can also ask the user through which channel to understand the brand, and thus to monitor the small red book traffic situation, so that a more fair assessment of the red book seeding effect. The second, specific in the small red book put, mainly through the Darren + enterprise + user three synergistic, is the small red book unique B2K2C model, the brand through the establishment of the enterprise number, write the appropriate content, at the same time, through the flow of tools to make notes to get more traffic, at the same time, with high-quality products to attract the KOC, the KOC real sharing, affecting the consumer decision-making, and then the user is also in the platform to share the experience of use. How to synergize, start with the professional number. Figure 3: The user model of the Little Red Book B2K2C Third, the placement strategy: professional number operation + Darren placement + vegetarian UGC 1. Professional number operation: the establishment of positions, fine placement of food and beverage stores in the operation of the Little Red Book, the establishment of the professional number of bases. To establish a professional number method, log on to the official website of the Little Red Book, click on the professional number, upload the business license and food business license, pay the 600 yuan certification fee, and then become a professional number after passing. Figure 4: small red book professional number official website after the registration of professional number, you can through the PC terminal background, binding offline store address, so that users see the notes, you can click on the account, see the offline stores, see what stores nearby, click on the choice, and then see the choice of stores related notes, the user is more clear to see the store dish situation. Figure 5: too two pickled fish stores bound link professional number as an important place for the brand to voice, can be around the new products, PR activities, sweepstakes, daily operations and other activities, content planning, can refer to the following figure catering brand operation planning. Figure 6: catering brand Xiaohongshu operation planning, such as 315 exposure sauerkraut event, too two on the use of professional number, issued a solemn statement, too two and sauerkraut enterprises do not have a cooperative relationship, after the release of the notes, the user commented below to look at the factory address, the development of the report, the next too two official number and release the relevant inspection report, through this wave of operation, too two also announced to the user the safety of the sauerkraut, the method of dare to publicize, also This method of disclosure also gained a large number of fans. Figure 7: Taiji sauerkraut statement notes professional number in addition to the previous content planning, you can also advertise, will be Darren and vegetarian notes, reproduced over, and then through the effect of advertising, in the direction of placing the choice to pay attention to the food class of users, which will be the accumulation of users to the enterprise number, but also through the interception of the search keywords, such as the Shanghai netroots red food store, where to eat on the weekend, Shanghai milk tea recommended keywords, so that notes Appear in 3, 13, 23, 3 + 10n advertising position, through advertising to obtain more traffic. 2. Darren placement: fine placement, create sound waves of food and beverage placement in addition to the enterprise number operation placement, can be placed through the Darren, to create a kind of universal bestseller cognition, to attract more users to go to visit the store to play cards. In the Darren placement, first of all, we must give Darren dissemination point, this dissemination point is preferably a burst point, can let the user read the notes after the second dissemination, such as Shanghai coconut chicken hot pot 23 degrees is not too cold, at first publicity point focus on value, pure white decoration, light coconut chicken hot pot, super suitable for out of the picture, at first see the publicity picture are beautiful women out of the picture. The second stage, because of Wang Sicong many times after the card, Darren spread spread selling points, are centered around Shanghai's best coconut chicken + Wang Sicong the same style, national husband Wang Sicong plus coconut chicken hot pot, the user click on the notes of the higher degree of willingness. Figure 8: 23 degrees is not too not cold coconut chicken publicity in addition to the Darren put on, keep in mind the following points, write clearly the price as well as store signature products, specific store address, so that the user sees the notes, the decision-making cycle and cost will also be lower, more willing to try to go into the store. In addition, in the selection of Darren, you can choose the pyramid type, the first vegetarian Darren to pave the volume, steady and gradual breakthroughs, in the specific implementation of Darren, such as encountering the Darren explosive article, you can first use the fries (similar to the shake +) to release the volume, so that the notes to enter a larger pool of traffic, you can send a coupon in the comment area to amplify the value of the notes. Figure 9: Pyramid KOL placement model diagram 3.Vegetarian UGC: Vegetarian seeding, real experience after the release of the notes of the Darren, the user to see the notes, but also go to the store to try after the next, we have to do as much as possible to make the ordinary users to become our media, so that they spontaneously help us to promote.KUMOKUMO is a store specializing in cheesecake, the entire store and style is Japanese style, to the user to pass on the KUMOKUMO is specialized in making cheesecake, the whole shop and style is Japanese style, to convey the brand cognition of dense Hokkaido cheese to users. 4700+ notes in Xiaohongshu, almost all of them are darens and vegetarians. Every city, such as to Shenzhen, the first store in Shenzhen, the cheesecake world of Hermes as the keywords, at the same time in the text of the text implantation of the address, write the taste and price, the topic tag implanted in the first store in Shenzhen KUMO, to create the feeling of just come to the hot sales. Figure 10: kumo shenzhen first store opening after the release of the Darren, users in the purchase of tasting, but also naturally go to send notes, this daily vegetarian straight hair, a steady stream of new notes for the brand to accumulate, at the same time, but also set up a certain reward mechanism, so that the user to go to send notes to reward a certain amount of preferential treatment, the person notes also have a surprise, there is a probability of explosion of the emergence of the text, drip through the stone, and gradually establish the brand's influence. Summary: 4 trillion catering industry, in the small red book penetration and placement rate is low, this is exactly where the catering in the small red book opportunity, in the small red book placement, through the professional number to establish positions, binding stores, through the article and comment area to issue coupons, so that the effect of advertising to get more advertising positions, so that the notes are seen by more people. In addition, through the Darren store visits, to create a sense of brand hot sales, to attract more users to buy products, at the same time, through the vegetarians UGC, continue to accumulate the brand's reputation in the Little Red Book, to realize the drip through the stone, about the restaurant stores marketing, first write here