Last week, Xiaohongshu’s double 11 series live broadcast was full of dry goods! Today, Qiangua will focus on two of the [Agency Partner Session] and [Commercial Product Session]~summarize the marketing trends and strategic suggestions of Double 11.
Double 11 Marketing Trend Insights
Many tracks are hot
According to the official data of Xiaohongshu, the search trend of double 11 has risen sharply since September. So what are the trends in various industries within the platform?
01
All categories are growing, and the trend is gaining momentum
On the whole, the search trends of all categories have increased, and food, fashion, and beauty are still the leaders.
Thanks to the seasonal demand and the enthusiasm for outdoor and camping, the fashion category has a very strong momentum, with a year-on-year growth rate of 637%. In addition, for hobbies, technology and digital, outdoor travel and other personalized and interest-based consumption, the year-on-year search growth rates were 198%, 192%, and 123%, and the growth rate was also relatively fast.
Figure | Little Red Book
At present, the bidding heat of beauty, personal care and 3C electrical appliances has increased rapidly, and maternal and child, department stores, and food have also gradually started, and there is a large room for growth. Brands can take advantage of the trend of Double 11 to efficiently precipitate and transform.
Figure | Little Red Book
02
Grass planting trends in six major industries released
Various industry categories also present characteristic trends. Here is a summary of the popular categories and notes trends in the six major industries:
Beauty: Facial care has the highest search index, which is a long-term focus of users; manicure, perm and hair dye, and personal care are also popular, which is a blue ocean field that can seize opportunities. There are 4 types of beauty transformation note types: type diagnosis, label memo, Kaifeng close-up, and series display.
Maternal and infant products: There is a lot of room for growth and opportunities for baby products. Toys, tableware, water cups, and maternity clothing have a high search index. Users care most about fashion and saving money. Parent-child trips, clothing displays, money-saving tips, and close-up notes on posting babies are very popular.
Food and Beverages: Condiments have the highest search index, tea, coffee and other beverages are also very popular, and people pay attention to their appearance and efficacy. The beauty of the packaging, the health benefits, the scene of hoarding goods, and the splicing of rich and spliced notes are very powerful.
Clothing: The popularity of autumn and winter clothing is on the rise, and autumn and winter tutorials, shoe and bag matching, and outdoor guides are the most popular.
3C home appliances: kitchen and bathroom appliances, and styling appliances are all popular, and users pursue a sense of substitution. The display appearance, purchase method, and usage tutorial notes are more popular.
Digital category: Mainly open the box evaluation to guide rational consumption, and the trend of popular notes is biased towards purchasing strategies, parameter evaluation, tool sharing, and functional testing.
Brands can choose the focus of content based on the popular trends of each track, and make a good layout for Double 11.
Highlights of Double 11 Exam
Three major marketing test points
In recent years, Double 11 has formed a mainstream delivery model of daily accumulated content + node investment and detonation. The overall marketing rhythm of Double 11 this year can be divided into: testing direction in September, setting the formation in early October, and solid transformation from October to November. At present, we have entered the second cycle. We can refer to the official suggestions and directions of Xiaohongshu to fine-tune and optimize the marketing appropriately.
Figure | Little Red Book
01
Matching focus at different stages
Different stages have different marketing priorities, and only by identifying the target can the quality and efficiency be improved. Growth-type brands focus on marketing by taking advantage of opportunities, attracting traffic on the site, and improving conversion through information flow; advanced brands focus on content storage and creating explosive products, and use KOC+ information flow to build users' minds; mature brands prioritize discounts and seize competition Road, focusing on brand advertising and bidding advertising.
Figure | Little Red Book
02
Scientific selection, reasonable allocation of budget
Just like an exam needs to allocate time for different types of questions, brand selection also needs to allocate budget reasonably. If you have a limited budget, focus on promoting popular products and get high scores on topics you are good at. If you plan to promote multiple products, allocate the budget according to the proportion of 50%+ of the existing popular products, 30%-40% of potential products, and 10%-20% of long-tail products, and strive to do a good job in the meeting and integrate new knowledge points .
Figure | Little Red Book
03
Using KFS Content Marketing Mix Strategy
In terms of content marketing, flexibly use the "KFS content marketing combination strategy" (KOL creators + Feeds information flow advertising + Search search advertising), and learn to "set formulas". Build high-quality content through bloggers on the K side, and use the commercial traffic on the F and S sides to leverage natural traffic to help content grow and incubate popular articles. According to marketing goals, expand exposure or card search, match talent content, and improve overall marketing efficiency.
Figure | Little Red Book
For example, the brand has continuous marketing on a daily basis. Two or three months before Double 11, it has already launched top KOLs. During the big promotion, it can select some mid-waist talents, supplemented by information flow, and magnify the value. In this way, the cost is controlled to achieve a higher cost performance.
Xiaohongshu Commercial Products
Combination play helps double 11
With Double 11 coming, Xiaohongshu has upgraded its commercial products and created a node marketing plan in a timely manner to help brands improve their marketing effects on Double 11.
01
Upgrade and improve bidding ads
After the Spotlight platform is upgraded, it will be able to realize the integration of search and push (search traffic and recommendation traffic), intelligent placement on the whole site, and help brands control conversion costs.
The Dandelion platform has updated the blogger’s homepage, adding activity, follower growth, and long-term traffic performance to further improve the pre-investment evaluation. In addition, the 1,000-fan KOC bloggers who have recently opened up have an official promotion plan, and their business performance in August was not bad, so brands can try to launch it.
Figure | Little Red Book
02
Combining Brand Ads
What help can you get in terms of brand advertising? Xiaohongshu has a new screen-opening function, which supports the screen-opening first swipe (the screen that the user sees when opening Xiaohongshu for the first time every day) and the screen-opening external link (jumping to Taobao, Tmall, and JD stores). Brands can increase exposure and visibility and increase conversion traffic through open screen ads.
Figure | Little Red Book
At the same time, the information flow function has been optimized, and users can be superimposed and targeted repeatedly, and new targeted groups (gift-giving crowd, late-night crowd, SPU product crowd, luxury beauty crowd) have been added, and there are also ways to search for three-dimensional information streams, digital collections, etc. , to help double 11 marketing.
Brands can fully deploy their troops, use open screen advertisements for strong exposure, use information flow to plant grass deeply, and implant flame topics, brand areas, surprise boxes, etc. in search scenes to seize minds, and combine stickers, digital collections, business topics, and event H5 And other interactive gameplay, deepen user links, and coordinate transformation.
Figure | Little Red Book
Summarize
During Double 11, brand marketing generally recommends three points:
Link daily and big promotions, heat up to undertake daily content, and at the same time combine the hot trends of Double 11 to choose the direction of content delivery to provide sufficient traffic for brand communication.
According to the stage of the brand, lock the target, match high-quality bloggers and content, and then expand the exposure card search with the aid of information flow and search advertising.
Make full use of Dandelion’s bloggers’ launch, as well as the site-wide intelligent investment of Spotlight platform, to improve marketing efficiency; use brand advertisements in combination, open the screen to increase exposure, search for intelligence, use information to grow grass, and build links interactively to clarify the flow of traffic and take over point, promote consumption decision-making, and promote transformation.