Double V, present 20181127

2020-02-27 123浏览

  • 1.3 Steps to operate on XiaoHongShu Your insider into China market COPYRIGHT@DOUBLEVCONSULTING
  • 2.ABOUT US COPYRIGHT@DOUBLEVCONSULTING
  • 3.Our Areas  Specalized in Little Red Book/ RED/  SEO, KOL Marketing XIAOHONGSHU  Branding with Official brand account  Brand Consultation & competitor setup & operation analysis  Logistics & cross border payment  eCommerce Shop Setup & Operation support COPYRIGHT@DOUBLEVCONSULTING
  • 4.What is Xiaohongshu? COPYRIGHT@DOUBLEVCONSULTING
  • 5.What is Xiaohongshu? • Also known as RED/ Littleredbook • One of the very few ones jointly invested by Tencent & Alibaba • By Aug 2018, 150 million users, 30 million monthly active users (1) • Highly community and content driven • Successfully created and built up the “RED” Style ( 种草，小红薯， 606) • Integration of Social media + eCommerce + Branding Rank No. 1 in Social eCommerce App *Source:XiaoHongShu Official Website COPYRIGHT@DOUBLEVCONSULTING
  • 6.By demographic 85% of users are female 58% are under age 24 84% are under age 30 COPYRIGHT@DOUBLEVCONSULTING
  • 7.By category Largestcategories:Beauty, Skin care, Cosmetics, Baby & maternity, Health supplement, care Fashion Raisingquickly:- Men - Travel SkinCare:4.7mCosmetics:3.7m posts posts COPYRIGHT@DOUBLEVCONSULTINGFashion:1.7m posts
  • 8.By Feature • Started being purely an online community to allow users share good things in their daily life. With a strong user base, XiaoHongShu developed it’s ecommerce stream =>>User sharing is the core value • Users do not always visit the platform with a specific purpose, but they will be driven by what people recommend on the platform =>>Highly content driven platform Userbehavior:Browse - Users scroll through the homepage, check accounts they follow, and see what is trending in search Search – Users refer to other users’ recommendations Shop – Users can collect (bookmark) the posts they like and read it later. These posts can be linked to the brand’s products and users can click and buy directly COPYRIGHT@DOUBLEVCONSULTING
  • 9.3 Steps to operate on XiaoHongShu COPYRIGHT@DOUBLEVCONSULTING
  • 10.1. Build your presence in the user community • Given the development and positioning of the platform, it is highly content driven • Userrountine:Browse, search, interact, shop • Make your brand known and searchable in the community with high quality content • Brand official account, ordinary user posts, KOL campagins to create word of mouth COPYRIGHT@DOUBLEVCONSULTING
  • 11.2. Intergrate your social into selling, and selling into social Display posts from users that tag you Brand official account • An account set up and owned by the brand. Brands could post content and interact with users. Users could also send private message to the brand official account. • Serves as the mini website and official communication channel with users • Strengthen brand credibility by using the official account to comment on user post & interact with other users Display products under your brand account • COPYRIGHT@DOUBLEVCONSULTING To be linked to your online shop
  • 12.2. Intergrate your social into selling, and selling into social Why it matters more and more? 2. Users or KOLs can tag the brand’s official account to drive traffic to the brand’s account. 1. Brands required to Brand verified. are now get their Accounts COPYRIGHT@DOUBLEVCONSULTING 3. Platform is further strengthening into social ecommerce features
  • 13.CASE 1 – L’OREAL COPYRIGHT@DOUBLEVCONSULTING
  • 14.CASE 2 - LANEIGE COPYRIGHT@DOUBLEVCONSULTING
  • 15.3. Online shop • Supports cross borderecommerce:Overseas business registration, bank account and trade mark to open the shop • Supports overseas payment settlement withSellers:Receive HKD, RMB or USD with HK or overseas bank acocunt • Supports cross borderlogistics:Warehouse in Hong Kong, Europe, Australia, U.S.A, total 7 warehouses. Supports logistics from overseas to last mile delivery in China right to the customers’ hands • Lower barriers to entry (deposit, marketing, operation fee) COPYRIGHT@DOUBLEVCONSULTING
  • 16.3. Online shop Social into selling Selling into social COPYRIGHT@DOUBLEVCONSULTING
  • 17.EXAMPLES COPYRIGHT@DOUBLEVCONSULTING
  • 18.CASE STUDY 1 - COLOURPOP STEP 2: Launching the shop, combining pricing and promotion strategies. STEP 1: Create popularity in the community COPYRIGHT@DOUBLEVCONSULTING STEP 3: Becoming a hot topic on the platform.
  • 19.CASE STUDY 2 – KIM KARDASHIAN COPYRIGHT@DOUBLEVCONSULTING
  • 20.Important dates 8 Mar 6 June 18 June 1 Oct 11 Nov 4th Friday of Nov (Black Friday) 12 Dec 25 Dec Women's day Xiaohongshu Anniversary Mid-year sale Chinese national day sale Double 11, Single's day Shopping festival RED Friday Double 12 Christmas sale COPYRIGHT@DOUBLEVCONSULTING
  • 21.WeChatEmail:Elaine.wong@doublevconsulting.comTel:+852 3575 0899 (Hong Kong)Website:doublevconsulting.com Your insider into China market Linkedin COPYRIGHT@DOUBLEVCONSULTING