the first xiaohongshu growth brand conference was held: helping small and medium-sized businesses grow throughout the entire cycle
2024-09-13
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on september 13, xiaohongshu held its first growth brand conference for small and medium-sized businesses. the theme of the conference was "let every seed have a chance to sprout", focusing on the full-cycle and long-term operation of small and medium-sized businesses.
at the meeting, xiaohongshu cmo zhiheng said that in the fiercely competitive red ocean, xiaohongshu has become a new blue ocean that attracts small and medium-sized businesses with its traffic dividend, crowd advantage and unique marketing solutions. in the first half of this year, multiple vertical industries quickly entered xiaohongshu and achieved good growth in operating data.
at the meeting, xiaohongshu proposed a full-cycle business strategy of "direct marketing of product numbers and store groups", and the "four marketing formulas" to cope with the full-cycle marketing difficulties of small and medium-sized businesses. it launched the quick delivery tool "juguang lite" and the one-stop marketing delivery platform "chengfeng" tailored for small and medium-sized businesses, and announced a support plan for small and medium-sized businesses, aiming to provide fertile ground for the growth of small and medium-sized businesses from multiple dimensions such as marketing and business methodology, product tools, support policies, and service systems.
photo caption: provided by interviewees at the conference (the same below)
traffic outlets and crowd management to create a new blue ocean in the red ocean
data shows that in the first half of 2024, the number of small and medium-sized businesses operating on xiaohongshu increased by 379% year-on-year, and the gmv of small and medium-sized businesses increased by 436% year-on-year. zhiheng said that small and medium-sized businesses have shown vigorous vitality on xiaohongshu, and many good products, good content, and good businesses have been born here. with the support of platform policies, product tools and marketing methodologies, every seed planted in the fertile soil of xiaohongshu marketing is likely to take root and sprout.
a large number of small and medium-sized businesses have flocked to xiaohongshu, and behind this is the pursuit of business certainty. small and medium-sized businesses have a low tolerance for uncertainty and insufficient disposable marketing budgets, and they are in urgent need of finding a blue ocean in the red ocean. holding an old map, you can't find a new continent. zhiheng believes that if you break free from the shackles of category competition and pure traffic strategies and rethink from the perspective of users, scenarios, and buying points, you will find that there is actually a lot of room for growth. from another perspective, users still have a large number of segmented needs that have not been met and stimulated, and xiaohongshu provides space for small and medium-sized businesses to stimulate and explore such needs.
picture: xiaohongshu cmo zhiheng
it is worth noting that as more and more people regard xiaohongshu as a "life guide", the shopping mentality of xiaohongshu users has gradually matured. "the root of all business lies in people." nash, general manager of xiaohongshu's business ecosystem customer business, said that xiaohongshu is a place with a particularly strong "human sense". users share and interact here sincerely, find answers through search, and are accustomed to directly trading on the site after planting grass. in the past year, the number of merchants with monthly sales of 5 million yuan or more on xiaohongshu's e-commerce has increased by 3.5 times, and the number of xiaohongshu purchasing users has increased by 4.3 times. in the past year and a half, the scale of buyers has increased by 6.7 times, the number of users placing orders in buyers' live broadcast rooms has increased by 9.8 times, and the number of brands cooperating with buyers has also increased by 5.2 times.
nash introduced that in the first half of this year, multiple vertical industries quickly entered xiaohongshu, covering 139 subcategories. in the ever-involved consumer goods track, brands of categories such as clothing, headphones, and fragrances have found room for growth on xiaohongshu. in the life service industry, multiple brands in tracks such as parent-child travel have achieved tens of millions in revenue. more and more brands have crossed the cold start period of business on xiaohongshu, obtained the certainty of rapid growth, and achieved long-term business development.
image caption: nash, general manager of xiaohongshu's business ecosystem customer business
focus on full-cycle long-term operations, methods + products + support to solve growth problems
at the meeting, nash also proposed six elements for small and medium-sized businesses to do a good job in full-cycle marketing on xiaohongshu, namely "product, account, store, group, direct, and wide": on the basis of "selecting the right product", merchants can use enterprise accounts and store operations to improve user trust and create a closed loop of transactions within the site. as a business position full of opportunities, "xiaohongshu group chat" can improve the efficiency of merchants' business through new product co-creation, group purchases, live broadcast dynamic releases, etc. in addition, xiaohongshu also provides merchants with a wealth of live broadcast and commercial advertising tools to help merchants improve business certainty.
on this basis, kong xuan, the expert in charge of xiaohongshu's business ecosystem customer service platform, further interpreted and shared how small and medium-sized businesses can do marketing on xiaohongshu. he summarized four major marketing problems for small and medium-sized businesses in different development stages, such as cold start of new products, revenue growth, brand building, and breaking through bottlenecks. he also proposed four sets of marketing formulas to match them, to help businesses find a growth path with low thresholds, high certainty, and long-term development in the fierce competition.
during the cold start phase of new products, xiaohongshu realized that many businesses were troubled by the fact that the industry had long been a red ocean. kong xuan suggested that businesses could start by finding people with a blue ocean mindset, and through high-quality content, expand the core ta population outward to find a wider range of general populations and interest groups, break the circle with a reverse funnel of the population, and find a blue ocean in the red ocean.
during the revenue growth phase, xiaohongshu found that "products that are no different from others" became a new obstacle to business growth. merchants can start with user search behavior and note content to gain insight into new user needs and new buying points, and use the kfs (kol blogger, feed information flow and search three modules joint marketing) strategy to redefine product strength.
after product polishing, small and medium-sized businesses enter the stage of brand building. at this stage, in addition to good product selling points, businesses also hope that consumers can remember their brands. at this time, they can focus on crowd brands and hot product content, and through kfs strategy layout, conduct in-depth seeding, associate brand memory, and use "products" to bring "brands" out of the circle.
image caption: kong xuan, expert in charge of xiaohongshu's business ecosystem customer service platform
when a brand reaches a bottleneck period and starts thinking "there is no growth, i want to transform and do something new", kong xuan recommends that merchants should conduct market insights early, and on the basis of exploring new content directions, find the second business curve through crowd advancement and kfs strategies.
now, more and more businesses have achieved "two-way rush and two-way growth of brands and users" on xiaohongshu. yijie, founder of yi brand, and yuwei, founder of lumi education, revealed that both traditional clothing companies and cutting-edge education brands can explore a path that is different from homogeneous operations on xiaohongshu. yi, an "old brand" with more than 200 offline stores, has become a newcomer in online marketing not long ago. the transaction volume of xiaohongshu's live broadcast room during the double eleven period has exceeded 10 million yuan. lumi education, which once suffered from the inability to monetize 100,000+ popular content, has also achieved the results of serving more than 2,000 people and acquiring more than 10,000 customers in a single month in the past month.
in specific business practices, although many small and medium-sized businesses have formulated phased marketing plans, they suffer from the lack of low-threshold, easy-to-operate tool products, making it difficult to implement marketing strategies. at the conference, cang xiang, head of xiaohongshu's commercial products, released commercial product solutions for small and medium-sized businesses in response to common problems in marketing and operations of small and medium-sized businesses. among them, the quick delivery tool "juguang lite" tailored for small and medium-sized businesses mainly serves lead merchants. cang xiang introduced that the product focuses on making it easier, more worry-free, and more cost-effective for small and medium-sized businesses to deliver. not only is the delivery effect guaranteed, the operation threshold is low, and it can empower small and medium-sized businesses throughout the entire cycle to help them deliver better and grow faster.
for merchants operating in the closed loop on xiaohongshu, the platform has launched a one-stop marketing delivery platform "chengfeng" to provide them with better delivery results, higher delivery efficiency, and more intuitive business data. currently, the chengfeng mobile version that supports mobile phone use is still under preparation and will be officially open for use soon.
caption: cang xiang, head of xiaohongshu's commercial products
in terms of support plans, the xiaohongshu small and medium business growth plan has been officially launched. nash said that the plan will provide all-round support to small and medium-sized businesses from six dimensions, including green channel entry, transaction policy support, merchant empowerment support, circle resource linking, transaction incubation and communication breakthrough, to help small and medium-sized businesses learn to promote products comprehensively and efficiently.
as zhiheng said, we need to make good products grow, and make good products from small and medium-sized businesses grow. in the future, xiaohongshu will continue to provide small and medium-sized businesses with more scientific and effective commercial products, and full-cycle marketing solutions that better meet their growth needs, helping more small and medium-sized businesses to operate in depth on xiaohongshu and achieve business success.
xinmin evening news reporter jin zhigang
