2021 Little Red Book brand marketing manual From Yi en
The following is the 2021 Little Red Book brand marketing manual From Yi en recommended by recordtrend.com. And this article belongs to the classification: research report, network marketing, Yien consulting.
At present, there are four obvious changes in the consumer industry
Transformation of influence channel: the dependence of communication and publicity on online is growing. Integrated content strategy is implemented through the combination of public and private domains. Private domain builds enterprise by promotion, hard wide and brand story, while public domain makes content asset precipitation by long tail content.
Sales channel transformation: online power, social media platform is not only a gathering place for “planting grass”, but also a transformation action from “planting grass” to “pulling grass” through live e-commerce, social e-commerce, private domain diversion and other paths.
Brand path transformation: the traditional brand efficiency of first cognition, then trust, then purchase and high loyalty is weakened, and new brands are rapidly entering the new consumer’s field of vision in the way of product power driving brand power.
Brand building transformation: Mao Wenchao, CEO of xiaohongshu, a social media e-commerce platform, said publicly that “future brands are lifestyle brands with their own value proposition.” From the overall change of this year, brands no longer only rely on the basic characteristics of easy-to-use products and high cost performance to win the hearts of consumers. Brands that can have circle, meet the interests and pursuit have more premium value.
In the big social media environment, xiaohongshu is becoming an incubator of “future brands” by focusing on lifestyle sharing and gathering and strong influence on vertical and interested users. It is developing from “chaotic, scattered and thin” split marketing to “close, deep and vertical” refined marketing, and gradually becoming a new brand marketing highland.
With the influx of multiple information and various fragmented hot spots, which interest circles of little red book are glowing secretly? Which industries are ushering in the blue ocean of marketing? How will the brand adjust its strategy and conduct efficient marketing?
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