Little Red Book Brand Marketing, the Breakthrough Road of Little Red Book Domestic Makeup Brand "Orange Flower"

In recent years, domestic make-up brands such as Perfect Diary, Huaxi Zi and Tangduo have risen rapidly and are favored by young consumers such as the post-90s generation. Xiaohongshu searched for "domestic products" with 370,000+notes, and various domestic products were evaluated and recommended. Tangduo, a new brand of domestic cosmetics, entered Tmall on 20 17. In just two or three years, it has achieved remarkable success and become one of the best-selling cosmetics brands, with 360,000 fans in Xiaohongshu. Its success benefits from its positioning strategy and strong brand marketing. 0 1. Positioning Strategy Under the popular consumption, monochromatic eye shadow is used to cut into the market and set off the reputation of consumers, which constitutes the finishing touch of orange blossom explosive products. According to the data of thousands of melons, in Xiaohongshu 165438+ 10, eye shadow ranked sixth, with 30500 related hot posts, and the top five were the key words of skin care direction, which shows the makeup status of eye shadow in Xiaohongshu. ▲ Thousand melons data is different from the combined eye shadow tray with several colors fixed by the brand on the market. Monochrome eye shadow provides consumers with more choices, and rich product color numbers can be combined at will, which is in line with the style of contemporary young people pursuing individuality. ▲ In the positioning of thousands of melon data products, orange blossom focuses on the young consumer market, and the price is close to the people. The live report of Little Red Book in 2020 shows that the female users of Little Red Book platform account for 88.37%, and their age is mainly concentrated in 18-34 years old. The consumer demand is strong, which is highly matched with the target users of Tangduo. ▲ Thousand Melons Data In order to lower the threshold of users' first order and meet the demand of "testing water at a low price" of the student party and makeup white, Tangduo set the price of monochromatic eye shadow between 18-29 yuan to attract users' consumption with the product cost performance. Little red book looking for orange eye shadow has 70 thousand+notes, which has strong planting power and a wide range. Monochrome+parity product attributes not only greatly improve the multiple purchase rate and repurchase rate of orange eye shadow, but also reduce the trial and error cost of orange eye shadow, thus forming the core competitiveness of explosive products. 02. Brand marketing is all-round, and KOL spreads and promotes Little Red Book Tangduo. The talents are mainly waist, junior talents and amateurs. According to the data of thousands of melons, the number of grass-planting talents in Tangduo in the past three months was 6094, and 94% of the accounts had fans below 654.38+ 10,000. ▲ In the analysis of thousands of melon data notes, the most interactive in the past 30 days is waist and beginner. It can be seen that the closer to ordinary consumers, the easier it is for users to plant grass and grasp and spread the content. On the other hand, KOL is more controllable to the brand. ▲ Thousand melons data Thousand melons data show that in the analysis of orange blossom brand talents, the phenomenon that KOL repeatedly publishes brand-related notes is more obvious, mainly for waist talents and amateurs. Amateurs really plant grass, fans are more waist-tied, and the evaluation of novices and Amway has repeatedly planted grass, which further aroused the strong trust of users and aroused their desire to buy. ▲ Thousands of melon data share a lot of "notes on planting grass" with novices through the platform. Orange blossoms gradually increase the volume and popularity of products in Xiaohongshu, and this low-cost trial and error allows brands to adjust in time according to consumer feedback. Maximize the delivery effect. Under the influence of the user's retention and transformation of the epidemic situation in the live broadcast room, Tang Duo stepped up the promotion of live broadcast in March this year and began to promote brand live broadcast on the platform of Xiaohongshu. As a sharing community with more accurate crowds and pan-female shopping experience, Xiaohongshu is more conducive to the live broadcast of e-commerce transformation. From the preview of the first two live broadcasts of Little Red Book Orange Blossom, it can be seen that the makeup tutorial was shared in real time in the live broadcast room, bringing new products. Combined with interactive lottery, e-commerce promotion and other information, consumers can enter the shopping display scene, quickly understand the product information and quickly judge whether to place an order, which greatly improves the shopping experience of consumers and arouses their interest in buying goods. ▲ Xiaohongshu thousand melons data shows that in the past 90 days, Xiaohongshu has 1, 4 1 orange blossoms, and the estimated purchase intention of the live broadcast room with the highest popularity value reaches 73,600, with huge exposure. ▲ Thousands of melon data labels promote content and characteristics. Orange blossom promotion notes have their own marketing routines. Copywriting, focusing on domestic products, parity, big-name exchange, student party and other characteristics, makes users have the psychology of "spending small money to get big-name makeup effect" and stimulates users' desire to buy. In the form of promotion, most of them are bloggers' color test, product introduction, makeup tutorial and so on. , comprehensively and professionally help users understand orange blossom products, increase shopping confidence when choosing products, and clear psychological barriers. ▲ Little Red Book Tang Duo is also keen on co-branding with various products: Disney, cute and angry birds. Co-branded brands often have their own enthusiasm and strong sense of product design, which is easily sought after by young people. According to the data of thousands of melons, in a description of the joint launch of new products by Tangduo Disney, the hot words of comments are all "cute", "like" and "heart-warming", which shows that this joint product has successfully touched the young consumers' psychology of "thirst for freshness" and "face value is justice" and achieved user communication. ▲ Thousands of melons grasp the marketing node. The orange posting of Xiaohongshu is mainly concentrated in various e-commerce nodes. Before each promotion, a lot of KOL will be put into preheating and planting grass. There are two important marketing nodes in the cosmetics industry: one is e-commerce promotion festival, such as 6 18, double eleven and double twelve every year, and the other is traditional festivals, such as New Year's Day, Valentine's Day, Women's Day, 520, Qixi and Christmas. The analysis of the public opinion of Qiangua data brand on planting grass shows that Tang Duo's comments on planting grass in Xiaohongshu reached its peak on June 23rd 10, which is the warm-up period of this year's Double Eleven. After the Double Eleven, the curve dropped significantly, and there were some ups and downs before the Double Twelve promotion. ▲ Outside the thousand melon data marketing node, there are relatively few oranges in Xiaohongshu. For example, during the warm-up period from Tanabata to Double Eleven, there were 5,865 notes about oranges in Xiaohongshu, which decreased by 2 1.59% compared with the previous cycle, but the total interaction volume increased by 10.52% compared with the previous cycle. ▲ Thousand melon data Thousand melon data notes analysis shows that three of the top six interactive notes in the current cycle are heads, which provides considerable potential for the rapid promotion of products at non-marketing nodes. ▲ Thousands of melon data marketing nodes create momentum and marketing nodes spread at the same time. The huge volume of sound accumulated by orange blossom every day exerts a subtle influence on users. In the marketing warm-up stage when users pay close attention to products, orange blossom and various grasses quickly occupy users' minds and directly lay a solid foundation for users' transformation. 03. Summary Now, the road of brand marketing has entered the stage of refined operation. Improving quality, increasing word-of-mouth communication through brand social media channels and enhancing user loyalty are still the future that a new generation of domestic cosmetics brands need to deepen. The marketing failure of Tang Duo in Xiaohong's book provides rich experience for the brand to learn from. 1. In terms of explosive products, brands should avoid products with serious homogenization, focus on users, accurately locate products, and cut into the market with small categories to form the core competitiveness of explosive products. 2. In the promotion of KOL volume, it is suggested that the brand should focus on the waist and the beginning, and try and make mistakes at low cost while accumulating high volume, so as to better control the marketing rhythm and enhance the interactive ROI. 3, the advantages of live broadcast in the big environment can not be ignored. Little Red Book users grow grass maturely, which is more conducive to the deep cultivation of e-commerce conversion live broadcast. 4. Form label-like features and advantages in brand promotion content, so as to accurately realize user communication. 5. Master every marketing node, from preheating, water storage, momentum to user transformation. More small red book brand operation, small red book brand marketing, small red book data analysis content, Qiangua will continue to share with you, hoping to help you better carry out small red book operation while sharing small red book data and operation skills. _ How to Get Thousand Melons: www.qian-gua.com or Baidu Search: Thousand Melons Data