the first xiaohongshu growth brand conference was held, and lumi education shared the growth path of high-quality educational products
2024-09-18
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recently, the first xiaohongshu growth brand conference was successfully held at the west bund art center in shanghai. 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.
image source/provided by the interviewee (the same below)
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 selling 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 users. on the site, a large number of international students shared their learning experiences and insights. we can hear these real user voices through the platform, allowing 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 at any time in the past." said niu yuwei.
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.
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 a foreign student's collapse #university professors' avoidance #roommates' guide #pre-exam study partners. 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 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 and other countries, and providing detailed explanations from the scenario analysis of academic papers to the writing of empirical methodology, and even how to communicate with professors by email.
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 helping every international student find their direction and embark on their life journey independently is very meaningful. "in 2024, the number of people served by lumi will exceed 100,000. we hope to serve as a guide for every overseas student, helping them find the way ahead, bravely pursue their ideals and embrace the future."
xinmin evening news reporter jin zhigang
