In today's "information explosion" era of mobile Internet, brands and products from all walks of life emerge in an endless stream, consumers' attention is becoming more and more dispersed, and the threshold for consumers to remember and buy is getting higher and higher. This is especially true in the small red book platform where users and brands get together. Therefore, if brands want to continue to influence consumers' minds, they should not only let consumers see them, but also try their best to spread them in a viral way. In order to do this, we need to fit the characteristics of the little red book platform, create new product memory points and mature brand image. 0 1/ Strengthen product memory and build a new wave brand. If you want to promote new products, it is not enough to just set off a "small wave". You must continue to grasp the core track and form a "big wave" in order to penetrate the user's mind and leave a deep impression on the user, thus truly driving the transformation. And this requires high-quality content as a carrier to amplify the selling point of the product, shape a unique image and strengthen the "memory point" of the product. 1. Rich and diverse content presents various forms of content in Little Red Book. Through different content presentation, different product value points can also be delivered to users. For example, if a new cream wants to be promoted in Xiaohongshu, it should not be limited to graphic evaluation notes. You can take notes in the form of Vlog, tutorial, single product sharing, professional science popularization, etc. In this way, through different content forms, we can reach consumers with different preferences and leave a three-dimensional product image. 2. The content should be integrated with various scenes, and it is suggested that the content should be integrated with different scenes. Because products can stimulate the needs of potential users in different scenarios. For example, your product is a new anti-aging cream. Combined with the scene of work pressure, we can create an intimate "personal design" that "warmly reminds users of aging caused by work pressure"; Combined with the scene of Ma Bao bringing a baby after 1990s, it is to encourage young Ma Bao not to give up his love and maintenance because he gave birth to a child. 3. Iterative products based on comments For new products, because they have just been put into the market, it is necessary to continuously improve product strength according to market feedback. The promotion, interaction and comments of Xiaohongshu and Xiaocao are the most authentic voices of users. Therefore, brands can collect more positive feedback from users and enrich product lines; Or listen to the negative comments of users, upgrade products in a targeted manner, and optimize the user experience. 02/ Revitalize the product. Compared with new products, old brands have a clear core group and a lot of brand-related content, and the online volume and word-of-mouth stock are higher. At this time, to promote the small red book planting grass, we need to consider "finding another way" and pursuing the brand "breaking the circle". If it is still confined to the monorail, it will soon touch the ceiling. Therefore, mature brands want to make consumers' "feelings" more lasting and choose themselves more firmly, and need to achieve multi-dimensional breakthroughs through high-quality content, so as to make products rejuvenate and maintain the brand's "freshness". 1. Expanding new crowds Mature brands can tap more potential crowds according to previous marketing data. Take the well-known automobile brand Wuling as an example. Originally, its main customers were middle-aged and elderly people and young people in small towns. The main customers are sinking into the market, the core group is limited, and the market stereotype is deeply rooted. However, its "Wuling Hong Guang mini" has developed a completely different crowd circle in the little red book, which provides brand-new possibilities. The brand's promotion of planting grass on Little Red Book is based on the crowd tonality and interest characteristics of Little Red Book platform, and the target group is expanded to new groups such as urban exquisite girls, office white-collar workers and cool girls, which is also a great success. 2. After building new scenes and expanding new target groups, we should build new marketing scenes according to hot trends or interest characteristics of new groups. For example, "Wuling Hong Guang mini" broke the scene through the hot search words in Xiaohong Bookstore, breaking the traditional scene of "walking in a small town" and "buying food and delivering goods", and replaced it with brand-new car graffiti and modification, showing individuality and unique decorative scenes. 3. Creating a new image There is another key point here. Breaking the old brand circle is to create a new brand image, which is conducive to youthfulness. Brands should further enlarge the marketing potential of products through the platform of small red book planting grass, and constantly improve the topic quantity of products; On the other hand, it is also necessary to find a breakthrough in marketing, create hot events and realize a new brand image. After establishing new marketing scenes, Wuling Hong Guang mini has been making good use of these scenes to establish a new image. Even cooperated with Xiaohongshu to create a "Little Red Car", and took advantage of high-quality talents and real users' DIY content to set off a hot spot of "Young Cool Tide". The personalized label on the "Little Red Car" was further recognized by the new crowd, thus breaking the image of the original ordinary and cheap "vehicle". There is an old saying in China that "a good wine is not afraid of a deep alley", but it is not necessarily true in today's Internet marketing environment. Because there are too many "fine wines" on the market, Xiaohongshu produces thousands of messages about planting grass every day, and it is difficult for consumers to stop for a certain product. Brands must learn to use the advantages of the platform to create their own unique "memory points" in order to achieve "viral" communication.