Introduction: With economic independence, Generation Z has gradually become a strong purchasing power in the consumer market, and this group of people is highly consistent with the portraits of users who use Xiaohongshu heavily. Then grasping the consumption characteristics of Generation Z and customizing the promotion plan of Xiaohongshu have become the only way for the brand marketing of Xiaohongshu. This article will mainly introduce the three prominent consumption characteristics of Generation Z, combined with the background data of Xiaohongshu, to dig out the case of grass planting of Xiaohongshu brand, help Xiaohongshu brand to play grass planting marketing, and win the recognition and favor of Generation Z.
1. The appearance of Generation Z is justice, and the eyeball economy is the first purchasing power
As we all know, Generation Z is a group of young consumers who grew up on the Internet. Their rich material life makes them have higher aesthetic needs, and they have extremely high requirements for the appearance of product packaging. Looking at the popular new consumption track nowadays, good-looking and novel packaging is the basis of brand operation. So, how can brands with high-value items be promoted on Xiaohongshu, so that users can recognize their beauty and expand the influence of the brand?
Case sharing - Luofei keyboard
Searching the popular notes of Luofei keyboard in the past year from Qiangua data, we can disassemble the core publicity point of the Luofei brand: high-value, good-looking keyboard. Through the operation matrix of kol+koc+enterprise account, the face value label is continuously enlarged to carry out in-depth planting.
The following is a schematic diagram of the launch of Luofei kol, which directly and effectively conveys the high-value features of the keyboard to consumers in the form of graphics and text.
Figure丨Qiangua Data-Popular Notes
The following is the operation content of Luofei Enterprise Account. Luofei cuts in from different angles, focuses on the high-quality keyboard, and continues to output grass-planting notes.
Figure丨Qiangua Data-Brand Notes Analysis
At the same time, Luofei also launched lipstick keyboards, crayon small new trays, milk tea trays, transparent trays, Fun and interesting personalized products such as block plates. The comments on the brand notes are all "good-looking, looking forward to, liking, and wanting" which proves that the product is highly sought after by users.
Figure丨Qiangua Data-Brand Notes Analysis
2. Generation Z pursues convenient consumption, and "lazy life" is very popular
Generation Z prefers to stay at home, convenient and fast convenient consumption, and exchange money for time, in exchange for a relaxed, high-quality "lazy life", fast food products, prefabricated products, and convenient home appliances Machine) market is hot. In the face of fierce market competition, how should brands in the "lazy life" track operate?
Case sharing—Sunner Fried Chicken
From Qiangua’s popular notes in the past year, it can be seen that based on the insights of Generation Z’s “lazy life” in pursuit of convenient consumption, Sunner Fried Chicken focuses on the core promotion points of planting grass: Good Eat, zero failure, super simple. The appetizing picture forms a strong visual stimulus, coupled with the simple and easy-to-use operation, it hits the defense of Generation Z.
Figure 丨 Qiangua Data-Hot Notes
is convenient, quick and easy to use. The main selling point is that the kitchen novice can also cook delicious food that everyone praises. Meet the consumer needs of Generation Z. According to the analysis of Sunner brand grass planting public opinion based on Qiangua data in the past year, the hot words in Sunner Xiaohongshu notes comments: "YYDS (commonly used comments for Generation Z surfing), delicious, fried chicken, like", positive comments and neutral Sexual comments accounted for as high as 99.62%. It is not difficult to see that Generation Z recognizes and loves Sunner.
Figure丨Thousands of Melon Data - Brand Planting Public Opinion Analysis
3. Generation Z agrees with "grass planting" marketing, content planting grass is indispensable
Generation Z is not satisfied with the one-way purchase and use of goods, and is more willing to carry out interactive consumption. Most of the Internet celebrity economy, fan economy, and grass planting economy are driven by "Generation Z". Reflected in the consumption pattern, they are willing to search for their favorite items in Xiaohongshu, check a large number of kol or koc's grass planting evaluation notes, so as to complete the purchase decision, and jump to the shopping app to complete the consumption. The unique "grass planting" mode of Xiaohongshu is more realistic, fun and interesting, and has a strong social topicality, which attracts the retention, conversion and payment of Generation Z.
Case - the perfect diary of Xiaohongshu out of the circle
When it comes to the marketing of Xiaohongshu, the perfect diary is an unavoidable link. Perfect Diary is the first domestic make-up brand to dig out the marketing value depression of Xiaohongshu, complete brand growth, and write a legendary story. The practice of using the pyramid delivery model to harvest the traffic of Xiaohongshu is still outdated. Pyramid delivery model: celebrity + well-known kol + head master + waist master + junior master + amateur + passer-by, the spread of the whole link multi-circle layer can greatly drive a certain amount of follow-up grass, including fashion The trendy Generation Z.
Figure 丨 2022 Qiangua Xiaohongshu’s preferred talent solution
So far, we can see more and more brands. In order to capture the core user group of Generation Z, they have worked hard to cultivate Xiaohongshu’s grass-roots marketing, thereby completing brand equity. accumulation and brand performance growth.
Figure丨Qiangua Data-Brand Ranking
According to the three major consumption characteristics of Generation Z, different brands have different entry points. We need to find a marketing method suitable for our own brand in practice. Of course, the consumption characteristics of Generation Z do not stop there. The consumption of each generation is itself changing or unstable, which tests how brands can find and refine a dynamic and stable marketing methodology in the midst of instability.