In 2022, according to official statistics, 90% of users of Little Red Books had searched Little Red Books before buying them. As a "consumer decision-making platform" in users' minds, Xiaohongshu builds consumption scenarios based on consumer demand and influences consumption decisions, and its platform commercial value is self-evident. As far as the brand is concerned, Little Red Book has become one of the important ways to expand the brand market, grasp the user's mind and realize rapid marketing. In recent years, the marketing promotion content of many brands on the platform of Little Red Book is like a hundred flowers blooming. Their traffic games are "planting grass" and "transformation", conveying the brand concept to the market and the product value to the audience. Then, how should brands classify users for complex little red book users? How to plan the marketing strategy more accurately, lay out the promotion content and combine with the media? In this article, Qiangua will share with you the "marketing promotion strategy planning based on customer stratification" and talk about related views. Interested partners can trust the author privately. The customer base is divided into 202 1 year, 1 1 month, and the monthly activity of Xiaohongshu has reached 200 million. The first step of the brand traffic game is to find, delimit and tap their own customers in this public domain traffic pool. The brand user portrait function provided by Qiangua Data helps brands find and identify customers. For these customers, how should brands be managed in different categories? According to the relationship between customer groups and brands, we divide customer groups into three categories, namely, extensive customer groups, potential customer groups and high-value customer groups. Figure | Fruit set thousand melons data-customer group hierarchical model Pan-customer group, that is, mass users. This kind of customer group may not be related to the brand, and their consumption needs and preferences are not clear, but the brand has the opportunity to achieve it through promotion and communication. Potential customers, customers with brand-related consumer needs and simple interaction with brands. This kind of customer group has a clear consumption demand for brand-related goods and services, and has interacted with the brand, and has a certain understanding of the brand, but may not have a clear consumption direction. High-value customers, precise target customers of branded goods or services. Such customers have a clear understanding of the goods and services under the brand and a relatively comprehensive understanding of the value of their own products. New customers have a certain purchase intention, but have not yet taken consumption behavior. Or old customers, who have no clear purchase demand at present, may trigger their repurchase behavior through marketing behavior. Generally speaking, marketing promotion is "what kind of people, what kind of ways, what kind of words to say". When we solve the customer base division, we solve the core problem about people. Then, based on the above customer group stratification, what kind of marketing strategy should the brand match? Brand marketing for mass customers, enhancing brand awareness is the primary goal. Before a brand makes a marketing decision, it should sort out its own brand value and define its brand positioning, and then shape and output its brand image through normalized content output. In terms of content creation, Ke Fan Group's brand marketing content is not centered on products or services, but on weakening its sales attributes, combining brand creativity with hot topics of interest to users, softening marketing information, making content planning as lightweight and socialized as possible, and focusing on establishing links with customers. The purpose of its promotion is to let more people know about the brand and let the audience form an established image cognition of the brand. At the same time, it is necessary to normalize the content release and improve the frequency of vocalization. Through the operation of its own account and extensive cooperation with talents, the brand volume is maintained at a certain level, which is conducive to the shaping of brand image. From the perspective of commercial launch, relatively mature brands can match celebrity endorsements or cooperate with leading figures through different brand positioning and consumer groups. On the one hand, it can establish a brand image, on the other hand, it can follow the wind and plant grass with KOL, enhance brand awareness and enhance brand reputation. In terms of limited marketing expenses, we should optimize the delivery strategy as much as possible, continue to cooperate extensively with talented people and amateurs below the waist, fully expand the promotion coverage, and form a "pyramid" delivery model, thus affecting more consumer groups. There are many ways to play brand marketing. We use thousands of melon data to retrieve some cases and share them with you. Brands in the catering industry make brand marketing interesting in the normal operation of their accounts. These contents are not directly related to the goods under the brand, but pay more attention to the output of content from the user's point of view, cater to life preferences, win the favor of users and then trigger interaction. @ Luckin Coffee Ruixing's designer seems to be changing into a bad picture of Qvanxian Zhang | Fruit Collection Thousand Melons Data-Note Analysis @ Wei Long Delicious Wei Long Workshop Staff's "Occupational Disease", the so-called habit becomes a natural picture | Fruit Collection Thousand Melons Data-Note Analysis Of course, the spread of self-owned accounts alone is limited. In order to capture more users from the public traffic pool, many brands skillfully cooperate with talents to enhance brand influence. The content of "talent cooperation" in brand marketing tends to be close to the shaping of users' life scenes, combining with current hot spots, softening brand value and arousing users' emotions. @swing_ Wo "Be sure to go here with your loved ones to see Rizhao Jinshan once!" Figure | Fruit Collection Thousand Melons Data-Note Analysis @ Ran Ran Camping vlog Playing with Friends in go on road trip! Figure | Fruit Set Thousand Melons Data-Note Analysis In the key node of brand marketing, star/head talents play a vital role, which not only expands the brand customer base, but also gives profound significance to brand image building. The image positioning of stars and brands is consistent, and the content they create and spread will arouse a deeper brand effect. In this regard, brands in the beauty and skin care industry have a say. @ Estee Lauder Here is a picture of Dylan's holiday wishes for you | Fruit Collection Thousand Melons Data-Note Analysis @ Jiang Shuying's holiday atmosphere, take the picture | Fruit Collection Thousand Melons Data-Note Analysis The product marketing of potential customers is different from brand communication, so we should pay more attention to product cultivation and deepen interaction with users. These customers often already know the brand. Just like when we mention Coke, everyone will immediately think of Ke X and Bai X. When we mention cars, we will immediately think of Bao X and Ben X. However, in order to trigger consumers' buying behavior, it is necessary to "plant grass" for consumers in a more comprehensive and in-depth way, comprehensively interpret the value of products, and let users understand, recognize and be keen on brand goods. There are many methodologies that can be applied to the creation of this kind of content, and the "consumption value model" we introduced in the past is one of them. The consumer value model can not only help the creator to fully interpret the product value, but also effectively guide the creator to stand from the user's point of view, experience the user's feelings, and influence the purchase decision and behavior on the basis of strengthening the user's perception of product value. In addition, the content planning at this stage also needs to strengthen the interaction between brands/products and users. If value interpretation is to better push products to users, then interaction is an important link for users to respond and actively establish links with brands. Setting hot topics, interactive response in comment area, guiding users to express and share, and conducting demo activities are all ways to trigger user interaction. In terms of commercial launch, brand policy must have its own unique experience in product promotion. The author's suggestion here is to make good use of data analysis tools, fully tap the value of data, delineate the talents and content that brand customers pay attention to, and promote planting grass more accurately and efficiently. On the premise of limited expenses, it is suggested to screen some waist experts with strong fans, strong interactive guidance and active notes and comments. These experts have strong ability to transform grass and high cost performance. Combined with the details of thousands of melon data talents, the content of planting grass and the analysis of comments, the brand can be comprehensively evaluated. "Thousand Melons Data Talent Optimization Scheme" helps brands to match talents more accurately. For the product marketing of potential customers, we also screened out some high-quality and efficient notes on planting grass through the data of thousands of melons to share with you. @ Kouga Xiao Wang wondered if it killed my sebaceous glands. Figure | Fruit Collection Thousand Melons Data-Note Analysis @Dannn_D There are only a few pieces! It lights up too fast! Yellow skin meets hate late! Figure | Fruit Collection Thousand Melons Data-Note Analysis @ Sweet Potato Sister Dry Sensitive Skin Autumn and Winter Life-saving Essential Oil! Don't try to chase me | Fruit Collection Thousand Melons Data-Note Analysis The search results of thousands of melon data notes show that these waist experts have a very good effect on planting grass. Starting from the pain points of users, their comprehensive and in-depth product introduction has improved users' understanding of products and fully presented the value of products to customers. You can also see the effect of note interaction by reading relevant comments. Many users participate in the interaction, and through the presentation of some purchase intention words, we can see that the brand/product has further deepened the contact with users. It should be proved that under these notes, the brand has achieved good results in the product marketing of potential customers, and the accurate marketing of high-value customers can only bring benefits through consumption transformation. There are two final thrusts to trigger the consumption behavior of high-value customers. The first is the promotion action. This kind of content usually pays attention to the cost performance of "buy now", and uses various forms of promotional packaging such as buying gifts, discounts and discounts to stimulate users and convey to consumers that "buy now, buy right away, and buy is to earn". The second is to use feedback. The advantage of the little red book platform lies in the sharing of users' real experiences. Positive product feedback can often cause consumers' buzz, thus affecting consumption decisions. Based on the pain points solved by product functions, a note-taking scene is constructed and evaluated in real use. Using feedback can influence other users' consumption decisions through expressive and infectious language. On the basis of this content layout, the brand should also skillfully use various marketing nodes to create a hot-selling atmosphere, such as double 1 1, 6 18, New Year Festival and so on. And plan special nodes such as anniversary celebration and thanksgiving season without established nodes. In short, the purpose is to highlight the wide audience of products, as always, hot-selling, stimulate users' herd mentality, and then stimulate purchases. For the commercial delivery of this kind of content, the brand can focus on widely using the notes of beginners and amateurs, broaden the coverage as much as possible, highlight the real product evaluation, and let users feel that everyone is buying and using on the platform, and the feedback is good. Atmosphere. At the same time, a small amount of KOL can be used to plant grass, and the waist people can plant grass accurately, leading the consumption trend. Similarly, we searched several cases through thousands of melon data and shared them with you. @ 丫丫丫丫丫丫丫丫丫丫丫丫丫丫𰶯𰶯𰶯𰶯𰶯200111 Figure | Fruit Collection Thousand Melons Data-Note Analysis @ 京京京京京京, Sisley Almighty Emulsion Double Eleven Raiders! Dry and sensitive skin is a must! Figure | Fruit Collection Thousand Melons Data-Notes Analysis Sales high-conversion content, with real and effective use evaluation, can be judged as high-quality and effective accurate purchase and promotion notes. In the strategic layout of brand marketing, it is particularly critical to plan such transformational notes in a timely and appropriate manner and guide customers to "pull out the grass" to buy. Summary Figure | Fruitful Data-Marketing Promotion Strategy Based on Customer Stratification It is the original intention of this paper to adopt different marketing promotion strategies for different customer stratums, help brands to formulate promotion strategies more comprehensively, accurately and effectively, cover target user groups and improve marketing transformation effect. Qiangua data helps brand creators gain a comprehensive insight into platform traffic, accurately capture current hot spots, draw content plans with user trends, improve creative efficiency, and promote decision-making with all kinds of data to achieve rapid growth of brand marketing.