It is said that "clothing, food, housing and transportation", clothing has always been the mainstay of national consumption, and because it is closely related to culture and fashion, it has frequently aroused discussion in the whole society.
就拿新中式、山系、多巴胺、美拉德风等由消费者掀起的穿搭新风潮来说，这些自下而上的破圈时尚话题，早已成为日常。
At the same time, this also makes clothing merchants have to focus on the content side and the marketing side, analyze the preferences of the crowd every time, and study the trend every moment in order to do soDiscover current hot sales trends and other brand styles, get inspiration for opening and product selection, or capture hot spots for targeted creation and streaming, so as to increase sales。
Combined with the data of "Observation of Young People's Life and Consumption - Clothing and Apparel", nearly 8% of young people use Xiaohongshu as the preferred online channel for obtaining clothing trend information, which shows the weight of the Xiaohongshu platform and its high cost performance.
So, how can clothing merchants make good use of the "grass planting power" of the Xiaohongshu platform and successfully transform it into their own product development and marketing assistance?
Recently, we interviewed oneZhiyi's in-depth partner, through his sharing of the operation of the Xiaohongshu platform and store changes, to help clothing merchants learn more about the details of practical operation:
Customer background
100W fans two crown store
The Xiaohongshu store was newly opened for 6 months
Main products: women's coats, dresses, etc
Unit price: 100-300 yuan
The core appeal of the team: improve the marketing effect and serve the sales conversion of products
Let's start with a set of values, which is the customerAfter adjusting the product selection and delivery strategy according to the hot trend of Xiaohongshu,Changes in store traffic:
Not much to say, let's immediately analyze how he did it, starting with the selection of products that all merchants are most concerned about.
Does understanding the trends of Xiaohongshu help improve your product selection or opening effect?
Of course, we have been closely observing the content that Xiaohongshu users are concerned about, after all, Xiaohongshu has a strong grass-growing attribute and trend-setting trend in the domestic market.
How to observe? Let's talk about it specifically
In the past, we mainly learned about market movements through the trend reports officially released by Xiaohongshu, but theseReports often lack corresponding notes and user reviews, as well as more specific, real trends。
For example, this is a screenshot of Xiaohongshu's report, which is difficult to meet our needs for specifics and details of trends.
The official analysis is certainly more macro.
Yes, so we had to go to Xiaohongshu to search manually, of course, this method is not convenient enough, and we can't see the global data trends, real style content and user interaction feedback.
Now, we'll take advantage of「Zhi Xiaohong" category trends and hot word lists, which can quickly understand the style trends, application scenarios and styles that users are really concerned about recently, as well as real user feedback。
Specifically, we mainly look at the dresses and outerwear categories, and occasionally see if there are other category dark horses through category trends, so as to lay out in advance.
I have a friend who is now making horse face skirts, and the sales are increasing every month, and they just have insight into this trend in advance, and at present, there is only one SPU in this category, and the monthly GMV can also reach 50W.
visibleTimely insight into the market information can help us quickly adjust the style to better meet the market demand。
👉Editor's summary
Get the most cutting-edge trend dynamics on Xiaohongshu through Zhixiaohong, and change the trend of functional requirements according to market style, scene, and functional requirements.Adjust the product selection and delivery strategy to improve product sales.
In addition to the selection of products, what else will you learn through "Zhi Xiaohong"?
It is mainly the red and blue sea charts and soaring lists of hot words, as well as the soaring list of topics.
In fact, the official Qianfan platform also has hot spots, but the official hot spots are not so convenient for our actual operation, only today's heat, I generally refer to it.
Sometimes when I use the official backstage, I find a hot word, and I willGo to "Zhi Xiaohong" to take a look at the overall trend and popular note content, and you can also combine it with the Tao system。
ourThe Tao e-commerce department will also look at it, and will also adjust the title copy of the Tao product according to this hot spotWell, it is said that the effect is still very good.
In terms of users, we mainly want to understand what users have been paying attention to recentlyPotential stocks with high user attention but less content，我们的笔记就会往这个热点上去靠。
For example, the notes sent by recent influencers are basically early spring wear, early spring wear, etc., and some of them, such as "where to play in spring", have fewer related notes, and belong to a must-search scene with high user attention, we will create notes according to this scene, and the data effect is very good.
👉Editor's summary
According to hot trends and node marketing, seize the blue ocean track with lack of note content and high attention
In addition to your own creative notes, you also have regular talents, do you have any experience to share in the cooperation of talents?
是的，我们对这部分合作的数据结果负责。
Basically, every time there is a new or official event, we will cooperate with a group of talents, and the middle and waist will cooperate with 3-5 in each issue, mainly amateurs.
With "Zhi Xiaohong", we generally willFilter by trending notes, apparel categories, and styles, or directly through category trends with trend insights, quickly find a group of experts who have cooperated with similar categories before, if the past data works well, thenBatch export of invitations for cooperation，这个功能挺方便的，省了我们好多人工时间。
在跟部分中腰部达人合作时，我们也会根据「知小红」的红蓝海图以及热词飙升榜单，给到一些内容上的建议。
I found that, usually达人挂靠这些热点内容，会比不按照热点创作的数据效果好很多，当然还有部分达人数据效果真的不太好，应该是和我这个品牌风格不符合，后续就不打算用这些达人了。
👉Editor's recommendation
还可以根据竞争对手的达人投放效果To investigate, the efficiency of cooperation with experts is twice the result with half the effort.
你们目前小红书店铺销量做的很不错，后台看到你们每月GMV有100W+了，能分享下是怎么做的吗？
Yes, but this boss won't let me talk about it (laughs)
只能说既然在小红书开店铺，那就要做好笔记和内容。
「知小红」不是有小红书的话题榜单吗，结合一些近期的热门话题，根据热门内容去创作笔记，内容符合小红书的规则就会效果很好。
Sometimes there is a note that catches the hot content and has a lot of exposure and clicks, so I will cast a stream for this note, expand the influence of this note, and bring good sales to the store.
In fact, you should try to understand the hot spots of follow-up, as long as 1 out of 10 notes is successful, it is a success.
Xiaohongshu's traffic is sometimes pushed quite strangely, and we have been adjusting our notes and influencer strategies.
👉小编总结
Add hot topics, grab hot content, and create high-quality notes.
You're done asking me, and I'm going to ask you.
Your live broadcast section is still online, I've been waiting for a long time, we will cooperate with buyers in the near future, and this part of the data also needs to be seen.
Haha, our live broadcast section will be arranged to be launched as soon as possible, and we will notify you as soon as possible! During this time, there are needs related to live broadcasting, and you can also feedback to us~
That's all for this interview with Xiaohongshu,If you want to know more about "Zhi Xiaohong", scan the QR code below~
