Every company wants to build a brand, and every boss understands the steps of building a brand differently. In fact, at this time point in the second half of 2022. For every brand, building a brand through Xiaohongshu is still the best strategy, whether it is product display, building awareness, or finding high-value groups who like the category. The Xiaohongshu platform is the first choice. First of all, it has a high-quality customer group, high value (mainly first- and second-tier cities), and feminine (female users account for more than 90%). Secondly, the conversion is close, and the Xiaohongshu platform is often the verification link before making a payment decision. How to build a brand on Xiaohongshu? The question that has always troubled Xiaohongshu operators is, does it cost huge amounts of advertising money to build a brand? In fact, this is not the case, because from the moment a brand is born, your brand is being built from your naming, products, brand stories, and every carrier of communication. How to specifically build a brand on Xiaohongshu? First of all, I divided brands into four categories based on the strength of brand awareness and budget: strong brand awareness & high budget; strong brand awareness & low budget; weak brand awareness & low budget; weak brand awareness & high budget. PS: Brand awareness refers to focusing on long-term value, being willing to convey brand stories to users, and striving to build the brand; without brand awareness, it mostly refers to sending private messages around users, with special emphasis on single transactions; budget here refers more to the willingness to invest in advertising when the brand cost. Figure 1: Classification based on budget and brand strength. The first category: strong brand awareness & high budget. This type of brand has high visibility and high communication budget, such as Estee Lauder, Three and a Half Days, and lululemon. They use enterprise account + expert + effect. The advertising + brand advertising approach strongly captures the minds of users; the second category: strong brand awareness & low budget, those who want to seriously build a brand in Xiaohongshu, but unfortunately the budget is limited, but in the communication of notes, it is not a pile of product selling points. , focusing on the transmission of brand stories; the third category: weak brand awareness & low budget, mainly single stores, focusing on private messages and timely conversion, such as photography, decoration, and customers who pay special attention to ROI; the fourth category: weak brand awareness & High budget, focusing on private messaging and advertising budget, such as jewelry, villa decoration, jade and other industries. This article focuses on analyzing the second type of situation, that is, wanting to build a brand on Xiaohongshu but having a limited budget. Xiaohongshu has a large number of such brands, and they also have the opportunity to become the first category brand in the future. How do these types of merchants go from 0 to 1 in Xiaohongshu? We have seen the three brands of Xiangshu Coffee, HeyDress, and Chushanzhiwu. , I hope borrowing them in Xiaohongshu will be helpful to you. 1. Taxiang Coffee is a coffee brand that originated in 2008. The founder is Uncle Xiang, who has been in the coffee industry for 14 years. He first made freshly roasted coffee, and later made freshly roasted coffee, multi-origin coffee and cold brew. In terms of communication layout, Xiaohongshu personal accounts and corporate accounts are used as promotional carriers, and potato stores and WeChat malls are used as conversion channels. Figure 2: "Taxiang Coffee" product style Personal account: Uncle Xiang Coffee Research Institute, 8.8W fans, the introduction highlights coffee shop owners who have traveled to 32 production areas, the avatar and some notes are real people, and the personality attributes are strong , the introduction is Aite’s own corporate account, using personal influence to promote its fragrant coffee brand. Figure 3: The account interface of the manager of "Taxiang Coffee" focuses on the contents of the personal account, including coffee dry goods + pitfall avoidance + coffee recommendations + coffee utensil recommendations, etc., allowing users to intuitively recognize its professionalism. At the same time, in personal notes During the visit, Taxiang coffee products will also be introduced, Taxiang brand concept will be conveyed, notes will be posted and product links will be posted. Figure 4: The content of the manager of "Taxiang Coffee" is linked to the corporate account of the business card: Taxiang Coffee introduces the brand and the manager of Aite, Uncle Xiang, forms a closed loop of communication and plays a role in mutual empowerment. The content of the enterprise account is mainly brand introduction + product recommendation + reposting the manager’s notes, and almost every note has a product link. It will also prepare for short-term sales. Judging from the sales of its sweet potato shop, the highest sales volume is the total. Sales volume 488 pieces. Taixiang Coffee is not only on Xiaohongshu, but also in the private domain (official account + mini program). It started posting on the official account in April 20. From the initial 51 views, the number of reads now is around 200-300. The content is mainly about popular science, tutorials, and products. Its mini program store sells products such as hanging ear coffee, coffee beans, coffee machines, and appliances. The overall sales volume is higher than that of Xiaohongshu. Figure 6: Summary of the "Taxiang Coffee" mini program interface: Taxiang Coffee drives corporate accounts through the manager's account. On the manager and brand accounts, the brand story and tone are highlighted, so that users can understand the brand and let the brand also follow the instructions. Personification.
2. HeyDress HeyDress original brand women's clothing was founded in Beijing in 2021. It focuses on French playful and elegant daily dressing style. It is comfortable, decent and practical to wear. It has very feminine details without being overly pretentious. In Xiaohongshu’s marketing and publicity, personal accounts and official accounts are mainly used in conjunction. Figure 7: "HeyDress" product style chart Personal account: Duoduoxi, 176 posts, 2203 fans, 8971 likes and collections, the content of the notes revolves around personal life + own product outfits + shooting highlights + new product previews, introduced in the introduction area Heydress brand, link to the heydress flagship store on the note, forming a closed transaction loop. Figure 8: "HeyDress" manager account interface Enterprise account: HeyDress, has published 403 articles, has 2.10,000 followers, 5.10,000 likes and collections, and has recently maintained a frequency of 2 articles a day. Product notes are almost listed as merchants. Just like Taixiang Coffee, personal accounts and corporate accounts are linked to store and business card conversions at the same time. Figure 9: The "HeyDress" enterprise account interface is on the Xiaohongshu flagship store. A variety of products are also on the shelves. The highest sales volume is the product with a unit price of 299 yuan, with a total sales volume of 2,751 pieces. Visit the site, and the results are pretty good. Click on each Each product also has a corresponding live broadcast explanation, and the user introduction is more detailed. Figure 10: "HeyDress" sweet potato shop sales summary: Heydress uses personal accounts + corporate accounts to promote products and attract traffic, and connects Xiaohongshu flagship store to close the site. At the same time, Xiaohongshu live broadcast is used as an assistant to promote the brand and complete the transformation from 0 to 100%. 1. 3. Chushanzhiwu was established in 2016. It is a designer brand that revitalizes traditional handicrafts. The studio is rooted in Dali, Yunnan. The founder cooperates with local craftsmen to learn skills and is committed to exploring and practicing "rebirth of traditional handicrafts" from a contemporary aesthetic perspective. , a niche handmade brand with its own style. Mainly engaged in gold and silver jewelry, earrings, rings, etc. Figure 11: Product style diagram of "Chushan Zhiwu". It is operated on Xiaohongshu, mainly through personal accounts and simultaneous cooperation. Xiaohongshu also has a flagship store. Personal account: I am a friend of Chushanzhiwu. I record some behind-the-scenes stories, but I am not diligent in business. I have published 70 articles, 213 fans, and received 453 likes and collections. It can be seen that I have not focused on my personal account. However, the personal account will be @chushanzhiwubrand in the introduction section to form a tie. Figure 12: "Deshan Zhiwu" manager account interface Enterprise account: Deshan Zhiwu, posted 84 posts, 4149 fans, received 6936 likes and collections, the content of the notes is new product trial + product introduction + event preview, and the comment area is also It is a comment from a user who wants to try it on. Figure 13: The link to the Xiaohongshu store on the enterprise account interface of "Deshan Zhiwu" is the mini program mall. The mini program has closed the sales limit, and the sales volume is temporarily unknown. However, for a designer jewelry, it can also be realized in Xiaohongshu in the early stage. Brands range from 0 to 1. Summary: As a tonal brand, Chushanzhiwu’s marketing in Xiaohongshu mainly consists of enterprise account + mini program store. It uses Xiaohongshu to convey the brand concept and tone, so that more people can recognize the brand. These three brands have average budgets, but have strong brand awareness and deliver content that is tonal. At the same time, in terms of communication, they create brand personalities by operating personal accounts + corporate accounts, and close the loop inside and outside the site, like the personal account of "Taxiang Coffee" Share useful information to create your own professional persona, and sell goods through the sweet shop on the enterprise account, which has a high user acceptance; "HeyDress" uses the voice of the manager and is listed on the e-commerce platform both on and off the site; "Deshan Zhiwu" ”Maintaining his small but beautiful tone, he did not deliberately create a personal personality and focused on building his own products. For brands similar to them, they can create professional accounts through the manager account, introduce the story of the brand, let users understand the past history of the brand, and form a good impression; on the other hand, through private domain traffic in Xiaohongshu Mall and mini-programs, it can achieve Planting and mowing are balanced to complete the brand from 0 to 1. Zhike Cloud marketing planning focuses on Xiaohongshu account operation. With marketing as the main line, data analysis first, and refined operations help companies continue to deepen their cultivation on the Xiaohongshu platform.