Small businesses can also use these three tricks to build a brand for Xiaohongshu.

Every enterprise wants to be a brand, and every boss has a different understanding of the action of making a brand. In fact, at this time node in the second half of 2022. For every brand, whether it is a high-value group to display products, build awareness and find category preferences, it is still the best policy to make a brand through Xiaohongshu. Xiaohongshu platform is the first choice. First of all, it is a high-quality customer group with high value (mainly in first-and second-tier cities) and feminization (female users account for more than 90%). Secondly, the transformation is close, and the little red book platform is often the verification link before decision payment. How does Xiaohongshu make a brand? The question that has been bothering the operators of Little Red Books is, does it cost a lot of advertising to be a brand? Actually, it is not, because your name, product, brand story and every carrier of communication are building a brand from the moment the brand is born. How does Xiaohongshu build a brand? First of all, according to the strength of brand awareness and budget, I divide it into four categories, the ones with strong brand awareness &; High budget; Strong brand awareness &; Low budget; Weak brand awareness * low budget; Weak brand awareness * high budget. PS: Brand awareness refers to paying attention to long-term value, being willing to pass on brand stories to users, and striving to build brands; No brand awareness, mostly refers to making private letters around users, paying special attention to single transactions; The budget here refers more to the brand's willingness to invest in advertising expenses. Figure 1: According to the budget and brand strength, the first category: strong brand awareness &; High budget, such brands have high popularity and high communication budget, such as Estee Lauder, Sandun Half and lululemon, which occupy users' minds with the style of enterprise number+talent+effect advertisement+brand advertisement; The second category: strong brand awareness &; The budget is low, and I want to be a serious brand in Xiaohongshu. The budget is limited, but in the dissemination of notes, it is not the accumulation of product selling points, but the transmission of brand stories; The third category: weak brand awareness &; Low budget, focusing on single store, focusing on private letters, timely transformation, such as photography, decoration, paying special attention to ROI customers; The fourth category: weak brand awareness &; High budget, focusing on private letter and advertising budget, such as jewelry, villa decoration, jade and other industries. This paper focuses on the second situation, that is, I want to be a brand in Xiaohongshu, but my budget is limited. Xiaohongshu has a large number of such brands and will have the opportunity to become a first-class brand in the future. How did such a merchant change from 0 to 1 in Little Red Book? We saw three brands, namely Xiangshu Coffee, Haideli and Chushan Takeshi. I hope I can use them to help you in Little Red Book. First, its fragrant coffee originated from the coffee brand in 2008. The founder is Uncle Xiang, who works in 14 Coffee. He made fresh roasted coffee first, then fresh roasted coffee, multi-source coffee and cold extraction. In terms of communication layout, Xiaohongshu's personal number and corporate account number are used as propaganda carriers, and potato shops and WeChat Mall are used as transformation channels. Figure 2: Tasty coffee product style Personal number: Xiangshu Coffee Research Institute, 8.8W fans. In the introduction, coffee shop owners who have traveled all over 32 producing areas are highlighted, and their avatars and some notes all appear as real people. People have strong attributes. Use Aite's own enterprise number in the introduction to promote its fragrant coffee brand with personal influence. Figure 3: The account interface of the manager of "Taxiang Coffee" focuses on the contents of personal number, such as dry coffee+pit avoidance+coffee recommendation+coffee appliance recommendation, so that users can intuitively recognize its professionalism. At the same time, in their personal notes, they will also introduce their fragrant coffee products, convey their fragrant brand concept, take notes and hang commodity links. Figure 4: The manager of "Tachyang Coffee" hangs a business card. Enterprise account number: it Fragrant Coffee, introduces the brand, and also likes to manage Uncle Xiang, forming a closed communication loop and playing the role of mutual empowerment. The content of Enterprise number is mainly brand introduction+product recommendation+reprinting manager's notes, almost every note is linked to the product, and it will also prepare for short-term sales. Judging from the sales situation of its potato shop, the highest sales volume is 488 pieces. Its fragrant coffee is not only in Xiaohongshu, but also in private domain (WeChat official account+applet). 10 and April began to be published on the official WeChat account, from the initial reading of 5 1 to the current reading of around 200-300. The content is mainly popular science, tutorials, products, and its small program shop. Sales of products are hanging ear coffee, coffee beans, coffee machines and electrical appliances, the overall sales. Figure 6: Summary of the applet interface of "Tachyang Coffee": Tachyang Coffee drives the enterprise account through the manager account, and highlights the brand story and tonality on the manager and brand account, so that users can understand the brand and personalize the brand. Second, the original brand of HeyDressHeyDress 202 1 was founded in Beijing, focusing on French playful and elegant daily dress style, comfortable, decent and practical, with very feminine details, not too artificial. In the marketing promotion of Xiaohongshu, there are mainly personal numbers and official accounts to cooperate. Figure 7: Personal ID of "Hey Dress": product style map of Duo Duo Xi, 176 articles, 2203 fans, likes and collects 897 1. The contents of the notes revolve around personal life+'s own product wearing+shooting tidbits+new product preview, introducing the brand of heydress in the introduction area, and linking Hey Dress's flagship store in the notes to form a closed-loop transaction. Figure 8: Manager account interface of "Hey Dress" enterprise account 8: [Hey Dress, 403 articles have been published, fans 2. 1w, likes and collections 5.1w. Recently, the frequency of publishing articles has been kept at 2 articles a day, and product descriptions are almost always linked to business cards. Just like its fragrant coffee, the personal number and enterprise number are linked with shops and business cards for conversion. Fig. 9: The "Hey Pack" corporate interface is in Xiaohongshu flagship store, and many products are also on the shelves. The product with the highest sales volume is 299 yuan per customer, and the total sales volume is 275 1 piece. After coming to the station, the results are not bad. When you click on each product, there is also a corresponding live broadcast description, and the user introduces it in more detail. Figure 1 0: sales summary of "Hey Dress" potato shop: hey dress announces and drains products through personal number+enterprise number, hangs the small red book flagship store in the station for closed loop, and assists the small red book live broadcast, thus promoting the brand to complete from 0 to1. 3. Chushan Wushu was established on 20 16. This is a designer brand reborn by traditional hand. The studio is rooted in Dali, Yunnan. The founder cooperated with local craftsmen to learn skills and devoted himself to exploring and practicing "traditional manual rebirth" from the perspective of contemporary aesthetics. It is a small handmade brand with its own tonality. Mainly engaged in gold and silver jewelry, earrings, rings and so on. Figure 1 1: The product style of "Mountain Residence Record" is operated in Xiaohongshu, with personal accounts as the mainstay and cooperation at the same time. Xiaohongshu also has a flagship store. Personal account: a small partner who goes out to record some behind-the-scenes stories, but his business is not diligent, posting 70 articles, fans 2 13, and being praised and collected 453. It can be seen that he did not focus on the personal number. However, the personal account number will be located in the personal file office @ China, China and China to form a cooperation. Figure 12: Manager account interface of "Shanji" enterprise account: Shanji, 84 articles published, fans 4 149, likes and collects 6936, the remarks are new product try-on+product introduction+activity preview, and the comments area is also the comments that users want to try on. Figure 13: The link of Xiaohong Bookstore in the enterprise interface of Mountain Residence Record is the applet mall. The applet is closed for sale, and the sales volume is temporarily unknown. But for a designer's jewelry, the brand is also realized from 0 to 1 in the little red book in the early stage. Summary: As a tonal brand, Shanji's marketing in Xiaohongshu is mainly enterprise number+small program store, which conveys brand concept and tonality through Xiaohongshu, so that more people can recognize the brand. These three brands have average budgets, but strong brand awareness and full tonality. At the same time, in terms of communication, through the operation of personal number+enterprise number, we will build a brand and create a closed loop inside and outside the station. For example, the personal number of "Taxiang Coffee", dry goods share to create their own professional design, and the enterprise number is sold through potato shops, which is highly accepted by users. "HeyDress" is voiced by the person in charge, and the e-commerce platform is put on the shelves both inside and outside the station; "Mountain ambition" maintains its small and beautiful tonality, does not deliberately create personal design, and focuses on creating its own products. For brands similar to them, you can create a major through the name of the manager, introduce the story of the brand, let users know the past history of the brand and form a good impression; On the other hand, through the private domain traffic of Xiaohongshu Mall and small programs, the balance between planting grass and mowing grass is realized, and the brand is completed from 0 to 1. Zhikeyun marketing planning, focusing on the operation of Xiaohongshu account. With marketing as the main line, data analysis as the first priority, and refined operation, it helps enterprises to continue to cultivate deeply on the platform of Xiaohongshu.