"Easy health preservation", "light exercise"... the word "light" highly summarizes the attitude of young people to life today. This year, "light decompression" became a new keyword and was widely mentioned.
Compared with traditional decompression methods, light decompression pays more attention to the sense of pleasure and life. By watching durian opening, immersive storage and other contents that seem to have nothing to do with decompression, users can give their secretly fermented emotions an innocuous outlet in a light and unburdened way, so as to gain a sense of relaxation.
"Easy decompression" user portrait
"Easy Decompression" mainly radiates young people born in the 90s, accounting for more than 80% of the population. They are distributed in the fast-paced first-tier and new first-tier cities.
Based on the full-dimensional user portrait analysis of Qiangua Data, we simulated that the user "Chen Guagua" represents the light decompression user group:
Figure丨Guoji Qiangua Data
During the day, the young people who are winded up seek various "light decompression" methods to relieve their emotions at night...
"Easy decompression" scene deconstruction
How to solve "light decompression"?
Qiangua Data sorted out the solutions given by users of Xiaohongshu through the analysis of the scene data of the note content:
Data Integration Source | Guoji·Qiangua Data
Based on the above two types of light decompression scenarios of "staying at home" and "going out" , Qiangua Search compiled some business note cases for reference in brand marketing.
Relax at home
Subdivision scene 1: home storage
Renting a house and living alone have become the mainstream living conditions of the post-90s generation. They began to turn their attention to "running their own lives well". Taking the home space as the origin, it gradually extends to the soul. Therefore, "home storage" has become one of the most popular decompression content for young people nowadays.
Business note case:
Figure丨Guoji Qiangua Data
Subdivision Scenario 2: Sleep Regulation
In the fast-paced life, "insomnia" has developed into a common problem. "Can't sleep" and "can't wake up" have become the voices of many young people. Stress and anxiety materialize into anxious problems in the dead of night's sleep. Watching decompression videos and falling asleep with white noise has become a standard ritual.
Business note case:
Figure丨Guoji Qiangua Data
Segment three: stress-relieving skin care
Qiangua data shows that keywords such as "massage, spa, aromatherapy" appear in the hot words of the scene. Gentle massage with healing scents, enjoy the relaxation outside of life. Nowadays, skin care not only means improvement, but also a moment of stress relief and self-pleasure with a sense of ritual.
Business note case:
Figure丨Guoji Qiangua Data
Segment Four: "Crazy" Entertainment
Turn on the phone and tap the screen, and the APP will make the same "boom" sound as hitting a real wooden fish, showing merit +1. Knocking on the electronic wooden fish, twisting the electronic rosary, and going crazy with literature... are jokingly called "mental stabilizers" by young people. For young people, "masks" socialize, and after returning to solitude, they are keen on such funny "wild" ways to release their emotions.
Business note case:
Figure丨Guoji Qiangua Data
travel light decompression
Outdoor travel such as camping, hiking, and cycling has successfully catered to the trend of young people and has become one of the popular choices for "light decompression". These lightweight outdoor trips are richer in sports types and have stronger leisure attributes. Taking the life circle as the center and radiating to the mountains, the integration of sports scenes and life scenes is stronger .
As of now, there are more than 5.58 million notes related to "camping" on Xiaohongshu .
Segmentation scenarios: camping, cycling, Frisbee
Figure丨Guoji Qiangua Data
Suggestions for "light decompression" planting grass
Based on user + scene analysis, Qiangua believes that the biggest feature of "light decompression" content is "lightness", no purpose, instant feedback, and quick "cool" for a while . The cost of user acquisition is low, and it has a slight sense of ceremony. In layman's terms, it means "some, but not many".
How does the brand grasp the "unique decompression skills" of young people, reconstruct daily things, and lead them to the spiritual distance?
Life from "Guagua" triggers resonance among users
The user's life trajectory becomes the best entry point to understand "ta":
Figure丨Guoji Qiangua Data
"Easy decompression" focuses on being cured quickly, and at the same time has a mild sense of ritual. At the level of brand marketing, it can go deep into the scenes familiar to users, arouse pain points, arouse resonance, combine products, and feed back the brand to produce valuable content, thereby driving exposure and transformation.
Travel from home to create a grass planting scene
Unlock more ways to play "home"
Recommended grass planting industries: skin care, home furnishing, e-sports, food
The above has summarized the current popular home "light decompression" note-taking scene, and the brand's marketing around "home+" is promising. Qiangua recommends brands in industries such as skin care, home furnishing, e-sports, and food. Based on the insight of "Chen Guagua"'s simulated character, "home" is the origin of the note scene to carry out brand cultivation.
On the one hand, we can start with the above-mentioned popular home decompression methods, integrate the products into the subtleties of life, and complete planting grass in a more comfortable form close to users; on the other hand, try to develop more innovative home decompression methods, combined with product planting grass, Unlock more content scenes.
Tap the "fun" travel of social sense
Recommended grass planting industries: sports, fashion, beauty, digital
"Easy decompression" travel pays more attention to pleasure and sense of life. In the long-lost wilderness, a group of friends took pictures and had a blast...returning to nature to complete "recharging".
Combined with the trend, travel with "social sense" has become a new trend. Compared with purchasing professional equipment, some young people care more about how to shape their external image through clothing... Qiangua recommends brands in the sports, fashion, beauty, and digital industries, and tries to combine the platform’s grass-planting attributes and take advantage of the topic trend of “light decompression” , to match the travel scene of young people's "social +" and launch marketing deployment, which may usher in a new explosive point.
Summarize
In this issue, we take "light decompression" as an example. We have carried out user simulation, scene sorting, and marketing direction suggestions. With the help of Qiangua data, we can gain insight into more platform trends, help brands find users, analyze crowds, capture hot spots, and create scenarios together. Anticipate marketing direction.
How to further deconstruct the emotional core behind major trends, integrate brand marketing to trigger emotional resonance among consumers, and deepen the emotional connection between brands and users has become one of the topics that major brands will face, which is worth pondering.