Although there is a lot of ostentatious consumption here, the real consumer is pursuing experiential consumption.
Editor’s note: This article is from WeChat public account “剁椒娱乐投” (ID: ylwanjia ), the author is the master. Authorized to reprint.
As a community atmosphere, it has formed a product recommendation platform for good grass habits. Xiaohongshu has the highest tolerance for branded marketing. There is a high degree of professional content here, and stars and people will also contribute to comprehensive and clear brand recommendations. After years of operation, the characteristics of “Anli’s grass-sharing and practical sharing” have been deeply rooted in the hearts of the people.
Because of the unique site ecology, the social advantage of Xiaohongshu is very significant. In the small red book KOL recommended products through personalized grass, the whole process of follow-up social links to generate commodity trust has already begun. Often along the head of the red, the middle of the Daren and then a large number of prime, precipitated an efficient purchase conversion path. Especially in a short time, the saturated brushing of the single product can promote the explosives to occupy the user’s mind.
As the short video function has become more and more popular in the small red book, a large number of short video reds have appeared in the head KOL of various fields. Entertainment Capital Theory and iResearch have issued a monthly business value list of small red books for home appliances, digital, beauty, skin care, toiletries and home furnishing (TGI, touch-up rate, viscosity index and other indicators dimensions and data samples parsing see vibrato list) , I hope to provide more reference to the majority of brand owners through this list.
01. KOL list in the field of skin care & beauty & toiletries
The KOL list in the field of care, beauty and skin care in Xiaohongshu also has a high degree of overlap. In the field of content-implanted goods, these three categories are highly coincident with the consumption habits of young women. Therefore, the browsing habits of a large number of samples will be very close, and the head KOL in the list is also relatively consistent.
But the most significant difference from the vibrato is that there are a lot of stars in the list of the three major fields of Xiaohongshu. Fan Bingbing, Lin Yun, Xu Wei, Zhang Yihan and Ouyang Nana are frequent visitors. Affected by the atmosphere of the platform, the star will directly recommend Amway behavior here, which also makes female stars recommend better touch in the field of beauty and skin care that they are good at.
At the same time, Xiaohongshu has a looser restriction on the duration of video.Room, cherry-flavored dipping sauce, this wildflower gold and other head foods kol mostly make video food tutorials, the overall heat is more urgent than Huang Xiaoxie, a sugar home, super_candice and other pictures-based home The class kol is an order of magnitude higher. However, overall, their home appliance brand advertising is not much, mainly based on dishwashers, soya-bean milk machine and other small kitchen appliances brands.
Compared with the digital field that is still to be further promoted in the field of verticals, the home appliance field is more suitable for trying in the small red book. The food kol here is mainly for home users. Among the fans of Kol’s small kitchen, the proportion of males has increased, and the proportion of fans aged 25-35 has also increased significantly. This also directly caused the group’s spending power to rise to the sample mean.
Because of the heavy living atmosphere on the small red book, the beautiful lifestyle is very popular. Whether it is food kol or home decoration kol, you can show more ideal life style through content products. If you introduce the home appliance brand into the lifestyle course through ingenious design, it will greatly promote the development of this category and obtain direct conversion effects.
For brand owners who are trying to make more attempts in this field, it will be better to combine the big video V with the short video evaluation and the daily good and good, not only to strengthen the presence of Xiaohong in this field. And the recommendation atmosphere will also highlight the brand concept and seize the cognitive high ground due to the lack of initial competition.
04.KOL list in apparel field
In the costume list of the small red book, almost all kinds of wearable reds, even the star Qiao Xin also relies on a large number of small red books.Share the private service matching guide and buy package guide content on the list. The women in the list are wearing kol, which once again reflects the user ecology of Xiaohongshu, which is dominated by young women.
There is a wide difference between the public and the public about the “luxury” of Xiaohongshu in the field of apparel. The big choice of advertising promotion here is very limited. Luxury brands are more like stars and big V to establish an image, showing props of consumption concepts and living habits. What really likes to advertise is a fast fashion brand.
ZARA, Uniqlo, UR, H&M and other brands have established official accounts here, and through the linkage with costumes such as Tao Xier and Zeng Gelu, they are implanted at discounted time, new matching guides, etc. Brand exposure, and kol fans to their official account on the small red book, guide users to participate in various official daily activities.
Under such a process, the grass-roots style of various new products of the apparel brand will also be quickly established due to the participation of a large number of middle waist kol and amateurs, and also help the fast fashion brand to maintain awareness in the young user group.
At the same time, these brands will also directionalally nurture their own kol, allowing some of the head reds to show a clear preference for a certain brand. Then, through regular content delivery, Amway completes multiple types of products. In the graphic recommendation mode of Xiaohongshu, the multiple sets of wearing are also in line with the apparel brand’s promotion appeal for a variety of new products.
At present, the clothing brand on the small red book is still dominated by women’s clothing. In the future, as the small red book promotes male grass kol, the male clothing brand will also become a key area of rise. The national brand of affordable men’s clothing that creates trend keywords is expected to take the opportunity to achieve a successful re-emergence in the field of beauty.
Conclusion
Overall, the whole small red book is launched from the grass, and then through a number of touch and diversified channels to finally create a single explosive or online red brand, in the process of the channel The diversity and the homogenization of the same type of content are particularly important, and the full-screening after a single point of blasting can have an effect.
Although there is a lot of ostentatious consumption here, real consumers are pursuing experiential consumption. The size and popularity of the brand is not important, and the experiential content and process depicting detailed personalized products will be easier to promote.
Because of its strong consumption characteristics of young women, the current cluster effect of Xiaohongshu in the field of female consumption is significant, and there is still room for development in a large number of categories. As the age of its users diversifies and the proportion of men increases, there will be more products in the future where the advertising budget will be tilted.