/ August 19, 2022 Guangzhou -- To find out where the most fashionable fashion lovers gather, look no further than Little Red Book. * In XiaoHongshu, there are more than 30 million notes on "dressing". In the past year alone, the content of clothing on the website has increased by more than 240%. Every note, every search, show Xiaohongshu users on the beauty, fashion, and ten thousand kinds of clothing imagination.
They found different solutions to fashion items from the "Not the same Challenge", explored the variety and delicacy of daily life in the "One Week Wear", explored the diversity of trends through the "non-size figure", and shared more dressing skills in the "Formulaic Wear"...
Under the "waves" of Xiaohongshu fashion surfers, the opportunities of China's clothing industry also appear. * In the first half of 2022, the search of apparel content in the website increased by 53.42% year-on-year. Among the top 30 apparel brands that XiaoHongshu users pay attention to, the proportion of Chinese brands increased from 14% to 26%. Users' attention to Chinese apparel is obviously increasing, and brands have a good opportunity to accelerate their layout.
Facing the new opportunity of the rapid growth of fashion content in Xiaohongbook, how should the clothing brand seize the trend, find the right crowd, and open the new pattern of clothing marketing? Little red book inspiration marketing officially launched the "wind · tide plan" clothing industry marketing activities in China, in order to power the growth of Chinese clothing brand business as the goal, in-depth Chinese clothing industry concentration Hangzhou and Guangzhou, around the industry trend insight, quality case analysis, marketing practice and other content, and the presence of nearly 100 Chinese clothing brands depth of the clothing industry marketing new play. < / p > < p > < b > the little red book, an indicator of trends < / b > < / p > < p > < b > apparel brand marketing field < / b > < / p > < p > date how to wear? How to dress for commuting? How do small people dress? What brand is it? Is this brand new? ... A large number of users follow and share the latest trends in Xiaohongshu. * In XiaoHongshu, fashion has become the largest category of content release. Among them, "clothing wear" is the most concerned content of small red book fashion users. Rich content precipitation and a high degree of user attention, for fashion clothing brands to bring more "see" and "be planted grass" possibility.
In addition to the business foundation brought by the growth of fashion content, the platform ecology of Xiaohongshu also provides a "fertile soil" for clothing brands to grow good products. * Statistics show that 87 percent of consumers search for content related to shopping decisions on Xiaored Books, and 94 percent buy clothes, shoes and hats at least once a quarter. "Brush the little red book before shopping" has become an important link in the user decision link.
"In the words of one user, every time she buys clothes, she will choose to read, choose and study the little red book first. "Xiaohongshu is an indispensable platform for brand building, with a strong sense of presence from users' early planting, shopping decisions, and word-of-mouth communication after purchase." Activity site, small red book clothing industry planning responsible person concluded.
Users, bloggers and brands can establish a healthy symbiotic relationship in Xiaohongshu, which also provides sufficient nourishment for the development of the industry and the birth of good products, making XiaoHongshu a natural marketing field for clothing. < / p > < p > < b > hot style "incubator" < / b > < / p > < p > < b > make good product trend < / b > < / p > < p > the little red book witnessing the birth of many fashion trends. "Formulaic dressing", "new power fashionable men", "atmosphere sense of control", "not the same challenge", "non-size figure" and "sustainable fashion" have become the six key words in the clothing content of Little Red Book 2022, providing more diversified communication inspiration for clothing brands.
More and more brands see the rising trend of XiaoHongshu, choose XiaoHongshu as the main marketing position, and establish direct and effective communication with users from the front line. * At present, more than 6,000 well-known clothing brands have settled in XiaoHongshu to explore new marketing possibilities together with XiaoHongshu. ??
In this activity, XiaoHongshu also invited Baida, the founder of China's large-cup bra brand "Milk Candy Pie", to the scene. From the perspective of the brand, XiaoHongshu further shared the user communication strategy when the brand entered XiaoHongshu, which provided valuable ideas for clothing brands to learn from.
"Little Red Book is true and altruistic, which is also very consistent with our brand values. We believe that when communicating with users, we should sincerely treat our users and understand their real needs and pain points. Including in the cooperation with bloggers, we also insist on two things: first, bloggers themselves must be the target users; Second, Bobo really recognized our brand and products. We also communicate with bloggers that content must be authentic and altruistic, and we emphasize diversity and scene."
Starting from reality, with the help of XiaoHongshu's sincere and diversified content ecology, combined with the continuous promotion of content through competitive advertising, "Milk candy pie" not only accurately found the target group, but also unlocked the "correct posture" of user communication in XiaoHongshu, and achieved GMV exceeding 300 million yuan last year. It has become the TOP1 large-cup bra sales brand on e-commerce platform.
In the deep co-creation of inspiration marketing with XiaoHongshu, the clothing brand not only unlocked the attributes of XiaoHongshu as a "hot fashion incubator", but also changed from "seeing the trend" to "becoming the trend".
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< P >< P >< P >< P >< P > After insight into the opportunity track, how to gather the brand mind through scientific launching strategy, symbiosis with the trend, to achieve the Red Sea breakthrough? After the completion of the blogger cooperation, and? How to maximize the value of cooperation to achieve efficient grass planting? During the activity,? Xiaohongshu marketing team also introduced the "KFS" product portfolio in detail, namely KOL(creator)? +? ? Feeds(? Stream ads)? +? ? Search(? Search ads)? The application method of product combination in clothing marketing. ??
The first step of "KFS" product portfolio is to select the blogger (KOL) through the Xiaohongshu Dandelion platform. As the "amplifier" of brand value and the "accelerator" of transformation, it builds a bridge of efficient communication between the brand and users.
Blogger cooperation is mainly divided into two steps: the first is to find the right blogger stage, the multi-dimensional label system on the platform of little red book dandelion can help the brand accurately lock the right creator from the content characteristics, fan portraits, master identity and other aspects. In addition, the platform has also launched the crowd package to find bloggers, similar blogger recommendation, intelligent matching and other functions, which will also help the brand efficiently screen quality creators. It is worth mentioning that since August, Dandelion platform will release the authoritative blogger list before the 10th of every month, covering six industries including makeup, skin care, maternal and infant, clothing accessories, food and beverage, 3C and electrical appliances, bringing the brand blogger selection reference from the dimensions of fan growth potential and fan interaction. In the future, brands can view the list in the "Little Red Book Dandelion Platform - Content cooperation - Quality list - Blogger List".
After finding the blogger, the second step is to enter the implementation phase of cooperation. In order to better respond to the brand's diversified demands in marketing objectives and settlement methods in creator cooperation, Xiaohongshu Dandelion platform also launched the "customized cooperation", "recruitment cooperation", "co-create cooperation" three major blogger cooperation modes,? Help the brand to achieve efficient association, at the same time through a series of marketing tools combination, enabling brand marketing value.
Take Ubras' no-size underwear as an example. In terms of the selection of bloggers, Ubras not only enhanced the tonality of the brand with the help of spokesmen, but also sought the creators of Little Red Book from different scenarios and dimensions through the dandelion platform to export contents in multiple scenarios, so that the comfortable, free and self-satisfying product impression would be deeply impressed by the people. Promote the overall influence of the brand.
Then, how to further amplify the long tail traffic of quality expert notes,? How about improving the "life" of your notes? The answer is that through the "Feeds" information flow advertisement and "Search" search advertisement of the product combination in "KFS", the commercial flow helps the brand to realize the incubation of explosive text and prolong the vitality of quality content.
In the campaign, the Little Red Book also emphasized the importance of traffic superposition brought by commercial products to brand marketing. "When we post a note, the natural peak of traffic is about 48 hours. After this, note traffic will have a significant downward trend. In the long run, it may only trigger relevant content when users search for brand words or brand product words. However, when the traffic of "F+S" commercial products is added, the notes will precipitate the natural flow while greatly increasing the exposure of notes, thus prolongs the life cycle of notes."
According to different demands of clothing brands, the strategy of "KFS" product mix also has different focuses: for brands with a long life cycle, it can focus on the placement of search stream ads, and pre-bury brand keywords; For the brand with more content and certain popularity, it can pay more attention to the cooperation of bloggers and the addition of information flow advertising, improve the burst rate, and use good content to accurately talk to the trend crowd in the station.
Xiaohongshu looks forward to transforming the marketing advantages of the platform in the fashion field into potential energy to boost the development of the industry through the "Wind · tide plan". In the future, XiaoHongshu is looking forward to working with more excellent clothing brands and riding the waves in the fashion field together.
