How to Market Your Brand on Xiaohongshu

2020-03-01 142浏览

  • 1.HOW TO MARKET YOUR BRAND ON XIAOHONGSHU - CHINESE FASTEST GROWING SOCIAL COMMERCE APP Your No. 1 Partner for China eCommerce 开拓中国电商市场的最佳伙伴 COPYRIGHT © DOUBLE V. CONSULTING
  • 2.ABOUT US DOUBLE V. CONSULTING ü Specalized in RED/ XIAOHONGSHU ü Brand Consultation & competitor analysis ü eCommerce Shop Setup & Operation ü Social Media Content Management ü KOL Marketing ü Official brand account setup & operation COPYRIGHT © DOUBLE V. CONSULTING
  • 3.WHAT IS XIAOHONGSHU? Rank No. 1 in Cross Border Shopping App SOCIAL MEDIA + ECOMMERCE + BRANDING • One of the very few ones jointly invested by Tencent & Alibaba • 250 million users, 50 million monthly active users • 87% are female • 50% age under 30, 85% age under 35 • Highly community and content driven • Successfully created and built up the “RED” Style (种草，小红薯) COPYRIGHT © DOUBLE V. CONSULTING
  • 4.IS XHS A RIGHT PLATFORM FOR YOU?Q1:What are your selling? Beauty (Skin care, cosmetics) Fashion (Apparel, handbags, accessories) Food (Snacks, supplements) Travel (Restaurants, Hotels, Shopping Malls) Cars Services (education, photo shooting)Q2:Who is your target customer? Female millennials Are they too young for my brand? Can they afford? COPYRIGHT © DOUBLE V. CONSULTINGQ3:What's your goal? Sales in 3 months? Build brand awareness?
  • 5.XHS - ECOMMERCE Market share of Chinese leading cross border eCommerce platforms in Q1 2019 COPYRIGHT © DOUBLE V. CONSULTING
  • 6.USER BEHAVIOR - SHOP Social E-commerce Platform (Xiaohongshu) More discovery and impulse buying Randomly browsing other users' product reviews and recommendations Stumble across an interesting post or see a product that catches their eye Led to product page Purchase *This process is often referred as “种草” Pure E-commerce Platform (Tmall, JD, etc.) Specifically looking for one product Comparing prices among different sellers/platforms Find the lowest price + most trustworthy seller COPYRIGHT © DOUBLE V. CONSULTING Purchase
  • 7.USER BEHAVIOR Search Keywords Randomly browse the explore page. Each user get a customized feed according to your interest. Recommended content Create content and interact with other users UGC COPYRIGHT © DOUBLE V. CONSULTING CONTENT MARKETING IS KING
  • 8.HOW TO MARKET YOUR BRAND? Step 1: Get a verified brand official account LATESTRULE:• Get Brand Accounts verified before launch marketing campaigns on Xiaohongshu. • Otherwise commercial posts (whether it’s a KOL post or regular user post) may be considered as violation and can easily get blocked. • If one brand has too much violation, all brand related content may get blocked and RED may even reject your brand account application. COPYRIGHT © DOUBLE V. CONSULTING Brand banner image Brand logo, Number of followers & engagements Brand account label & slogan Connected to online shop Posts
  • 9.HOW TO MARKET YOUR BRAND? Connect with your brand shop Display posts from users that tag you Brand Official Account homepage features posts from the brand Display products from your brand shop COPYRIGHT © DOUBLE V. CONSULTING
  • 10.HOW TO MARKET YOUR BRAND? Step 2: Design your own strategy specially for XHS Study your competitors Learn from the best Analyze your brand and product COPYRIGHT © DOUBLE V. CONSULTING Positioning, selling point, keywords etc.
  • 11.HOW TO MARKET YOUR BRAND? Step 3: Build your presence in the XiaoHongShu Community Be visible Work with KOLs Important elements of contentmanagement:Increase search result Engage with followers with brand account ü Keywords ü First image ü First sentence ü Hashtags ü XiaoHongShu Style Continuous exposure Buy CPC ads COPYRIGHT © DOUBLE V. CONSULTING
  • 12.WORK WITH KOLS KOL Size No. of Followers Key Characteristics + Tips Top-Tier >500K Short-term impact NEWRULE:• Mid-Tier >100K Mid to long-term impact • Micro • 10-100K A Must-Have for brands new to the platform An essential base layer Long-tail <10K COPYRIGHT © DOUBLE V. CONSULTING Higher requirement to become a qualified influencer Must sign with a qualified MCN No. of qualified influencer dropped at least 70%, which leads to higher cost
  • 13.CASE STUDY - PERFECT DIARY About thebrand:• Established in 2016 • One of the most popular Chinese cosmetics brands • Super successful with pure online channels (expecially Xiaohongshu) • Recently opens offline pop-up stores PERFECT DIARY on Xiaohongshu (as of May 2019): • No. of searchresult:103,000 • No. of brand official account’sfollowers:'>followers: