Xiaohongshu Marketing Customer Acquisition Strategy—Quick Layout and Planting Experts Quickly Get Out of the Circle

Today we are going to expand Xiaohongshu channels. There are two ways. The first is to create our own account to grow grass. In this way we need to build a team and spend a lot of time outputting content. The results may have a certain degree of uncertainty, which is a pain point for many companies. We want to expand Xiaohongshu channels. Is there any other way? Just to plant grass with many experts, what are the benefits? Our company only needs to invest a budget to get results quickly. And it is relatively certain. Whether you create your own account to grow grass, or use many experts to grow grass, they each have their own advantages and disadvantages, but they all point to us to increase our popularity and sales in Xiaohongshu. ok, our focus is based on the situation of creating an account and planting grass by ourselves. So next let’s discuss how to find a large number of experts to help us plant grass so that we can quickly get out of the circle. Speaking of experts, what is an expert? So what does Xiaohongshu’s master ecology look like? Usually we refer to bloggers who are very professional in a certain field on Xiaohongshu. They have these accounts with many fans, we call it KOLKOC. KOL is an opinion leader, which is more grassroots than an opinion leader. We call it a consumer opinion leader or KOC. This pyramid model is the master ecology of Xiaohongshu. We see a large number of these at the bottom, we call them amateurs. Their characteristic is that they only have hundreds or thousands of fans. These amateur experts form the largest ecosystem of experts in Xiaohongshu. What benefit do these amateurs bring to us in Xiaohongshu to spread the word about sex? First of all, they are large in quantity and can create a vigorous atmosphere, making people feel that many people are using your products, and the prices are very low for amateurs. Therefore, for many of our small and medium-sized enterprises who want to enter Xiaohongshu to find experts, amateurs are actually a better entry point. However, the prerequisite for amateurs is that they must be in large quantities. Otherwise, since a single amateur has very few fans, he will not be able to stir up a wave of excitement at the moment. Only a large number of amateurs can create a vigorous atmosphere. So based on amateurs, we see the tail KOC or tail KOL that we often talk about. So what is this expression? That is, their number of fans may be several thousand, for example, more than 5,000, but they have not reached the level of 100,000 fans, so they are called experts with between 5,000 and 100,000 fans and 50,000 fans. We call them tail masters. Their ability to carry goods is already there, but relatively speaking, their ability to carry goods is still weaker than that of QLs at the waist. Well, the price of the QC at the tail may be higher than that of the Treeman. But they have more say than the tree people. Okay, go up further and you will come to the kol at the waist. This is an expert ecosystem that many companies today must choose when building brands. For GQL account sharing, they usually have more than 50,000 followers, and tens or hundreds of thousands are considered 15QL. Their characteristic is that they still have a certain degree of influence in this circle and in a field. For some particularly vertical fields, even 100,000 fans have a high say. So the specific number of fans depends on different types of industries. If you are engaged in fast-moving consumer goods, such as clothing, cosmetics, maternal and infant products, etc., then the requirements for your pink color will be higher. If you are in a very professional field and have more than 100,000 followers, then you are actually quite a waisted influencer. Okay, further up we see that the top part of this pyramid are bloggers with more than 500,000 or even more than one million followers, several million or even tens of millions. They are already at the level of IP internet celebrities, and there are many celebrities who belong to the top of this pyramid. If you can find them to help you carry your products, the conversion rate will be very high due to their high popularity and high user stickiness to them. Their ability to carry goods is the strongest. After we understand the ecology of an expert pyramid in Xiaohongshu, we have to think about a question: Why do companies need to find third-party experts to grow their brands quickly? Because its essence is just two words, called leveraging force and leveraging momentum. With what power? Leveraging the credibility and influence of the expert, let him form a trust endorsement for us, so that we can quickly get out of the circle. Therefore, our sales volume and our reputation are also good, and we can quickly increase the volume. Finally, through some of these grassroots experts at the tail end, we can form a herd effect after being uploaded in batches, allowing everyone to enter the platform and discover the results. I will also try this product. Therefore, third-party experts plant grass, from the tree to the tail to the waist to the top. If you can lay it out reasonably and set the rhythm, then a brand can quickly start production. We can also look at some examples. Today's How do we find experts to promote new products? It has several important steps. First, let’s take Ding Ding Lanren Cai as an example. In the past two years, products have been produced very quickly. Of course, the fact that it uses this prefabricated dish on the track is just because it chose the right track. In terms of marketing channels, it is a typical way of bringing goods through experts, which can be quickly promoted. On various major platforms, including Douyin, Xiaohongshu and other mainstream short video platforms, they have achieved such an effect of selling tens of millions of dollars a month through the pure commission of experts.

It also allowed his products to quickly go out of the circle. So how exactly does he place the talent? Let’s take Xiaohongshu as an example. They first introduced a large number of these amateur bloggers, which are related to food. In fact, he doesn't have many fans. If you look at it, he only has more than 3,000 fans. A typical amateur blogger. But one of its labels says it loves food. Therefore, when they are looking for bloggers, the number of fans and tags are the first goals they consider. Because he wants to find the celebrity's fans who are consistent with his target user group. Accounts like this are popular, so this food-loving amateur blogger named Ashi Nuonuo, who has more than 3,000 fans, made a two-minute short video to show the convenience of this pickled fish product. Because he was serving lazy people's food, it was convenient for those white-collar workers who didn't have time to make dinner. He just buys products like this, so he is very precise in his selection of people. In addition to amateur bloggers with thousands of fans, he also found many experts with more than 10,000 fans. For example, this one is called Chen Jiaxin, and his label also contains food, so he is also a target of Ding Ding Lanren Cai. Well, this blogger created a picture and text to promote his hot pickled fish in golden soup. Okay, going further up, this earthworm king has nearly 200,000 fans. His tags are also related to food sharing and baking tutorials. All in all, he is an expert in the foodie category. This expert also gave him a picture and text to prepare pickled fish in golden soup in five minutes. So this is today's lazy dish, how they layout the experts on Xiaohongshu. From the tree man to the tail to the waist to the top, such a typical pyramid model. So now many new products need to be promoted by experts. If you have a relatively low budget and are a small and medium-sized brand in its infancy, there is a high probability that you will go through these three steps. First comes launch, then development, which is sprinting. During the start-up period, we will build a large number of tail KOCs and amateurs, plus a small number of KOLs with waist experts. What is the concept of such a small amount and a large amount? For example, we have laid out amateurs and KOC experts. At the same time, you can have a few waist-level KOLs a month, such as three or four, and then gradually increase the number of these KOLs every month. This forms a steady growth trend, rather than a very violent and sudden gradual increase like this everywhere. It is more in line with the process of a brand starting from scratch. Such an algorithm system will not judge you for any manipulation, and it is also more convenient for us to manage the supply chain ourselves. Because if there is a sudden influx of a large number of orders, your supply chain may actually be unable to handle it, so it is better to proceed step by step. Finally, after these amateurs and monster masters have given you the volume, if you still have further budget, find those well-known Internet celebrities and bring another wave of traffic. In this way, you can break through the bottleneck and achieve The final powerful harvest. These are the three stages we call startup, development and sprint. Okay, if you target some big brands or brands with sufficient budgets, especially some brands that are on the investment track. Then you need some stronger rhythm to play this thing. So it may be the opposite of the rhythm of these small and medium-sized enterprises looking for talents. It may be a rhythm from the top of the pyramid, top to bottom, rather than from the bottom, bottom to top. This is why we found some well-known Internet celebrity IPs from the beginning and quickly broke through the bottleneck. Then find a large number of waist masters, and finally find a large number of tail KOCs and amateurs to share. This can create an effect of breaking the circle very quickly in a short period of time. To give an example, let’s take Xiaohongshu’s first perfect diary as an example. After Perfect Diary became famous, they would adopt this rhythm whenever they wanted to launch a hit product. For example, we named one of his eyeshadows Explorer Twelve Color Animal Eyeshadow. Take this popular product as an example. When they first promoted this popular product, what was their promotion rhythm on Xiaohongshu? On March 5th, which was before Women’s Day, they first started pre-sales on Tmall during the early stages of launch. At this time, we found many bloggers with millions of fans to publish product sharing posts, forming hot-selling notes and attracting a large number of user attention. It took me the first half of a month to do this. In the second half of the month, that is, after the mid-term launch, Perfect Diary officially launched a sharing on the topic of Explorer Animal Eyeshadow. Cooperate with the forwarding lottery activities. So they found many bloggers with 50,000 to 500,000 followers to share product reviews, makeup looks, and related content. At the end of the launch, in April, they recommended explorer animal eye shadows through in-depth content such as makeup tutorials. At the same time, they found a large number of amateur bloggers with 300 to thousands of fans and asked them to post feedback posts after using the product. This will create a scene with good reputation and create a vigorous atmosphere from experts bringing goods to grassroots sharing. This is a typical way of quickly promoting popular products. For enterprises, if we want to find experts on Xiaohongshu today, how do we evaluate them when there are so many experts? This gives everyone six dimensions of evaluation indicators.

First of all, it must be this expert. Is his field similar?