A must-see for costume people! In 2023, Xiaohongshu will launch high ROI cheats (there are benefits at the end of the article)
2023-01-06
Zhiyi Technology
At the end of 2022, Xiaohongshu officially announced that its monthly active users reached 200 million, of which the post-90s youth group accounted for more than 72%.
As a lifestyle community that started by growing grass, a large number of young people gather to represent XiaohongshuThe ecology is very receptive to new products and brands, which can lead many consumer trends and create new ways to play brand/product marketing.
Xiaohongshu itself has gradually begun to become an important consumption decision-making position in the hearts of many young users, and subtly formed a complete set of grass planting, decision-making, and weeding links, reaping a continuous long-tail effect in the effective advertising strategy of brand merchants.
For thousands of clothing merchants, Xiaohongshu is a platform that also has "94% of users buy clothing, shoes and hats at least once a quarter"characteristics, so it is even more necessary to study the advertising strategy that is suitable for itself.
Note that hereAdapts to itselfAfter all, marketing expenses ultimately fall on ROI, and the budgets between brands are also different, and what suits you is the best.
combineZhiyi Technology "Zhixiaohong"In the recent major feature updates of the product, we have summarized a "Clothing people put high ROI cheatsThe 3 steps teach you to develop a most suitable Xiaohongshu advertising strategy for yourself more accurately and efficiently.
竞对分析不仅是分析对方的优/劣势，还应当针对他们小红书的营销和投放策略，通过“师夷长技以制夷”，快速吸取经验，再做差异化分析。
首先，通过「知小红」文本搜索、行业区域筛选等方式锁定目标竞对后，围绕竞对的近期投放动作进行分析，比如具体到Which influencers to place each month, the focus of each note, the title, and the interaction等。
在知小红的品牌搜索结果中点击任一品牌词，跳转进入【品牌概览】页，我们即可站在全局一览对方的近期具体投放动作，不论是宏观的互动量、关联笔记、关联达人数，还是深入到近30天内合作最多达人、效果最好达人，甚至是表现最好笔记，都均以数据清晰呈现。
在知小红所监控的任一品牌主页，除了概览数据之外，【投放分析】页则聚合了品牌投放的多维度投放行为分析，从笔记数、互动量等角度分析服装的品类、风格分布，精准掌握品牌目标群体的特点，for yourself策略提供优化方toward。
【合作达人】页则罗列了近期竞对品牌的关联达人，点击关联笔记还能进入笔记的数据详情页。
基于知小红全面打通了淘系数据，以往我们只能人工手动切换小红书和淘宝两个APP来了解种草商品销量的低效模式彻底废弃，现在可以精准追踪到笔记、达人的关联商品销量转化效果，结合互动量与销量数据走势分析评估达人的数据真实性和种草效益。
结合前面的竞对分析结果和自身情况，第2步就是将自己的产品精准定位到某一特定圈层人群，通过锁定他们进行痛点突破与口碑营销，从而再实现扩圈。
不局限于小红书或抖音、微信、B站等任一社交平台，内容营销刺激消费者转化最有效的方式永远是击中痛点。对用户而言，重要的不是“你是什么”，而是“你能给他带来什么”。
因此，想要剖析目标用户人群的喜好，最直接的方法就是基于竞对分析进行同平台、同品类爆款内容的挖掘，重点关注内容的侧重点。如毛呢大衣近期在#新年战袍、老妈审判等话题上有飙升数据，同品类大衣也可参考类似形式做种草推荐。
在进行达人筛选时，The number of followers is not the most important measure of a brand's advertising strategy，更多应该考察达人近期（最近10篇）笔记的流量表现和近2-3个月笔记发布频率，以此来预判合作后的大概率流量区间。
由于知小红关联了淘系店铺及商品销量，我们在【笔记详情页】了解到笔记互动增长趋势之外，还可以直观看到笔记关联的淘系商品及店铺销量变化，便于品牌商家具体了解不同层级达人的投放效果。
更重要的是，达人合作数并不是越多越好，Each level of influencers plays a different role，有的是为了短期促销，有的是为了长尾效应，只有真正了解每个达人的特点进行针对性投放，才能辅助我们做到投放效益最大化。
第3步，学会利用趋势数据为自己的品牌/产品做前瞻铺垫或是选款参考，比如商品企划的品类、风格、SKU等。
基于对小红书平台上海量服饰笔记的洞察，点击进入知小红【品类库】，我们可以看到热门服装品类在不同时段的达人、笔记和互动量数据走势。
通过直观的环比数据来快速发现黑马，作为品牌商家的性价比投放参考。
点击任一服装品类，即可洞察到该品类的所有笔记数据，全面了解到该品类在小红书上的趋势，包括代表性热门笔记和品牌。
在侧边栏的【Category Analysis】页，知小红还整合梳理了该品类对应的小红书笔记细节数据，如款式风格、高频词及评论内容等，全面洞察品类内容趋势与爆款关键词。
另有【达人列表】、【笔记列表】与【品牌列表】等垂直数据展示，进一步精准洞察到每一品类下的优质内容增长点，以此筛选潜力合作对象。
除了自行挖掘数据来分析评估达人的投放效果之外，知小红还拥有专业的趋势团队，每月产出小红书专属趋势报告，如月份热词排行、达人排行、博主推荐等A more comprehensive Xiaohongshu analysis report helps brands easily access the latest Xiaohongshu hot trends and noteworthy fashion bloggers.
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