Summer temperatures continue to rise, and public demand is also upgrading. How can brands leverage momentum and deploy relevant content?
In this issue, Qiangua launched the "Qiangua 2023 Summer Marketing Strategy Data Report (Xiaohongshu Platform" (this article is not a complete report) , focusing on seven major industries (beauty | personal care | food | home | clothing | health products | tourism ) to explore and investigate the track situation, user focus, and popular content scenes , hoping to bring more marketing inspiration to the brand and help the brand achieve sound volume penetration and grass transformation.
This summer, the temperature hit a new high. Starting in May, many Geothermal heat has broken records, and before the dog days, the temperature in the north has exceeded 40°C. The National Climate Center predicts that the temperature and the number of high-temperature days in most parts of the country this summer will be higher than the same period in normal years. The hot notes of the Xiaohongshu platform in May frequently
appear " Words such as coolness, summer heat, temperature, and cooling” have more than 10 million interactions in a single month related to planting grass notes , and cooling down is just needed. The
famous “one-degree effect” in meteorological economics means that whenever the temperature changes by one degree, the sales of goods will increase. There will be great changes. After the fall of July, the temperature will be higher and consumer demand will be stronger.
Figure | Guoji·Qiangua Data
Report Summary:
Track Heat and Industry Overview
Crowd focus changes
Top five content scene hotspots
Commercial promotion suggests that
people pay attention to the focus:
pay attention to the advanced needs of heat resistance, not only to meet the physiological needs of senses and efficacy , but also to pay attention to the psychological needs of high temperature emotions . At the same time, pay attention to the rising consumption willingness of students and parents with high potential energy , and further investigate and analyze their preference characteristics for products and consumption scenarios.
Content scenario deployment:
Popular scenes: Facing the high temperature outdoor scenes , the mind is undoubtedly the strongest to cool off. Today's market education is becoming more and more mature, with a wide coverage, and marketing can be deployed in various industries such as food, clothing, housing and transportation .
Potential scenes: Night scenes placed in high temperature climates have high potential. Beauty, personal care, gourmet food, clothing, tourism and other industries can try to extend the content of this scene to impress more potential consumers.
Popular content: Heat-relieving artifacts, self-made, DIY are highly popular, beauty, food, clothing, home and other industries , through these two major content to carry out interesting packaging of products, may be able to more effectively output the selling points of product efficacy and improve the communication effect .
Potential content: The visual system is cooling down, and the potential of health care content can be expected. Brands can use this to expand the breadth of content. Beauty, clothing, and home furnishing industries use color to create a visual "cool" feeling. Food, oral beauty, small household appliances, and health care products industries are geared towards health preservation and summer heat, and conduct market education to precipitate users' minds and drive sales conversion.
