lumi education ceo was invited to attend the first xiaohongshu growth brand conference to share the growth path of high-quality educational products
2024-09-14
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on september 13, the highly anticipated xiaohongshu's first growth brand conference was successfully held at the west bund art center in shanghai, attracting the attention of many industry elites and media professionals. at the conference, xiaohongshu not only deeply interpreted the growth trend of the ecological industry, but also released a series of business growth plans and incentive policies, and launched a one-stop business product, providing all-round support for brand growth.
as the only invited representative of the education industry and an excellent example of a growing brand, lumi education ceo niu yuwei gave a keynote speech entitled "diverse content seeding, youth finding the way forward" at the conference. she used lumi education's actual case as a starting point to elaborate on how the brand successfully achieved rapid growth on the xiaohongshu platform through strategies such as accurate insight into user needs, redefining product selling points, and building a diversified content system.
as a gathering place for young users' diverse lifestyles, xiaohongshu gathers a large number of new trends, new scenarios and new demands. here, brands have the opportunity to rethink from the perspective of users, scenarios and buying points and find a lot of room for growth. lumi education seized this opportunity and achieved a leap forward in the brand on the xiaohongshu platform.
niu yuwei mentioned in her sharing that lumi education also faced many challenges in the early stages of its development, such as difficulty in acquiring customers, high costs, and low efficiency. however, through in-depth insights into user needs, lumi education found that users on the xiaohongshu platform have a strong interest in topics such as "finding study partners", "finding alumni", and "finding classmate". therefore, lumi education quickly adjusted its strategy, redesigned its products around these topics, and invited tutors from prestigious schools to customize the most suitable academic writing courses for chinese students. once this course was launched, it quickly became a "hot product" and attracted thousands of students to sign up.
"in the past two years, xiaohongshu has allowed users to see us and brought us closer to them. on the site, a large number of international students have shared their learning experiences and insights. we can hear these real user voices through the platform, which allows us to have a deeper understanding of the needs and pain points of international students, and quickly feed back into our own content and services. this makes our iteration speed faster than any previous period." - yu wei
in addition to accurately understanding user needs, lumi education also pays great attention to interaction and feedback with users. through the xiaohongshu platform, lumi education can hear the real voices of international students in real time and gain a deep understanding of their needs and pain points. in order to better serve users, lumi education has also successfully built a 7*24 customer service system with the help of xiaohongshu private messaging, allowing any international student in the world to find them anytime, anywhere. this thoughtful service not only improves the user experience, but also further consolidates lumi education's leading position in the industry.
"from april 5 last year, when lumi education officially connected to the 400 hotline, to june 30 this year, the phone has been on my desk and i answer the calls myself. because i hope that when lumi users have confusion or questions, i will be the first to hear them." - yu wei
lumi education has also put a lot of effort into building a diversified content system. they have attracted a lot of attention and participation from users by launching hot topics such as #the moment of collapse of a foreign student#university professor avoidance#roommate getting along guide#pre-exam study partners, etc. at the same time, lumi education has also designed a series of products such as lumi academic professional courses specifically for xiaohongshu users, among which the most popular course is academic writing. they invited top academic tutors from harvard university and cambridge university to customize a set of academic writing courses that are most suitable for international students, combining the syllabus of dozens of universities in the united states, britain, australia, canada, etc., and gave detailed explanations from the scenario analysis of academic papers to the writing of empirical methodology, and even how to communicate with professors by email.
niu yuwei also shared a touching story about lumi education in her speech. on the last working day before may day last year, the mother of a student called and asked lumi education to help her child more. the mother said that her child had been abroad for a long time and she could not supervise her child's studies in china. the final exam was coming up, but the child hardly contacted her. after learning the details of the situation, the lumi education team tailored an academic development plan for the child and arranged professional academic mentors and planning experts to provide all-round counseling. after nearly 100 hours of companionship and hard work, the child's grades improved from gpa 2.0 to 3.8, and his personality became more independent and confident. this story not only shows lumi education's deep understanding and precise grasp of user needs, but also reflects their persistence and love for education.
"to date, there are eight mentors behind every lumi user who are responsible for providing customized solutions. we believe that customization allows us to see every individual international student and every future that can grow." - yu wei
when talking about the vision of lumi education, niu yuwei said that they hope that every international student can find their own "good content", "good service" and "good courses". she believes that although the business model of customized tutoring may not be "sexy" enough, helping every international student find their direction and embark on their life journey independently is very meaningful and valuable. it is this persistence and pursuit of education that has enabled lumi education to achieve remarkable achievements in just a few years and won the trust and praise of a large number of users.
"in 2024, the number of people served by lumi will exceed 100,000. we hope to serve as a guide for every student studying abroad, helping them find the way ahead, bravely pursue their dreams, and embrace the future!" - yu wei
faced with unprecedented challenges, brands need a mentality of co-existence and co-creation, no longer limited to traditional competitive thinking, but to find and even stimulate users' unmet needs through a diverse and open perspective. it is precisely because of this mentality that lumi education has achieved such remarkable growth on the xiaohongshu platform. they not only pay attention to users' needs and pain points, but also focus on interaction and feedback with users, and have won market confidence by continuously optimizing products and services.
this is how companies can find their own blue ocean in this seemingly red ocean market, thus achieving long-term survival and sustainable growth. the successful holding of the first xiaohongshu growth brand conference not only provides valuable communication and learning opportunities for brands in various industries, but also demonstrates the important role of the xiaohongshu platform in brand growth. i believe that in the future, more brands will find their own growth space on the xiaohongshu platform and jointly promote the development of the industry.
