Xiaohongshu is the current traffic depression of Dahong, which has gathered young users with high net worth and high monthly life, especially female users, accounting for the bulk of Xiaohongshu group (up to 70%). The main customer group of jewelry is women, and because of the change of young people's consumption concept, gold jewelry is no longer limited to marriage, investment and financial management, but pays for its own emotional value and pleases itself. In this situation, not only Chow Tai Fook, but also Leofoo, Chao Hongji and other big names are eyeing Little Red Book, and they have entered the game to plant grass. Other minority designer brands also found opportunities and business opportunities in Xiaohong's book, and completed the brand's "from 0 to 1". So how to promote the jewelry brand Little Red Book? How to play grass ecology? Zhenyuan Marketing is chatting with you, I hope you are inspired ~4 kinds of jewelry explosions play grass 1. Storytelling According to the latest monthly report of Xiaohongshu, around Tanabata, among jewelry accessories, silver ornaments surpassed pearls and jade, and the number of users' searches increased significantly. Moreover, the data show that the main buyers of silver ornaments are men, most of whom are suitable for fresh graduates or students at school, and their general spending power is not high. If you plan to give girls gifts in Chinese Valentine's Day, the price of gold jewelry is relatively expensive, while silver jewelry is relatively cost-effective, and it will not be too "out of control". When Xiaohongshu searched for "silver ornaments", we found it easier to take notes: explain the technology and significance of the product and give it a certain emotional value, so consumers are often more willing to pay a certain premium. Different from the traditional "emotional endowment", this kind of story is often not a symbol of "wealth and splendor", but pays more attention to "small but beautiful", pleases oneself and pays attention to "small beauty" in life. 2. Wear high-value jewelry. Of course, jewelry is used to promote little red books. The main target users are women. Telling stories is not enough. Therefore, some brands will also combine different categories of daily wear scenes to make such content more attractive to users, and it is easy to become an explosion. The high value of the product, coupled with good-looking wear, or the appearance of the blogger himself, can give users a strong visual impact. This beautiful and exquisite content can often arouse the user's desire to buy "products can be equally beautiful". This kind of grass planting content is not only "popular" in terms of traffic and transformation, but also can subtly establish a brand image in the hearts of users. 3. The third kind of dry goods science that is easy to explode is the "dry goods knowledge sticker", which usually enlarges the knowledge points that "Xiaobai" doesn't understand to get clicks. Generally, this kind of content is also aimed at users who don't know much about jewelry. It is easy to create a more convincing and immersive atmosphere with "Boren live commentary+background environment full of jewels". Therefore, this kind of content can often catch users' attention from the beginning, which makes people feel "collectible", and because it is shaping the image of professionals, it is very easy to stimulate users' attention. At the same time, knowledge-based content also has great advantages. Users will occupy a high position when searching for jewelry keywords such as agate, beeswax and amber (they need to do content for keywords). 4. How to promote the production of explosive content for the small red book with cheap jewelry collection? The last thing that is easy to produce explosives is the collection of cheap jewelry. In Little Red Book Search # Fair Price Jewelry Sharing, a single topic has as many as 65.438+0.5 billion views, and the customer unit price of this kind of jewelry is mainly concentrated within 100 yuan, which is quite "people-friendly parity". This kind of explosive articles mainly publish cheap jewelry collections in the form of videos or pictures. Because of the low unit price of customers and the low threshold of users' consumption decision-making, users often have a high desire to collect, and even if they don't sell it for the time being, they will collect it first for "urgent use". "Fair price collection" is also presented in different ways. As shown in the above picture, the jewelry collections of the two bloggers are relatively common. Introduce which accessories have been purchased recently, highlight the uniqueness through product comparison, and how to match them. It also introduces the brand, article number and price in detail, which is convenient for users to buy. The other is to focus on "anti-common sense" in the topic selection, and create a sense of contrast through some "insiders", which is both interesting and curious for users. This kind of notes are presented simply and clearly in the form of matting and pictures, introducing different jade and jewelry, which can let Xiaobai users have a basic understanding of cheap jewelry. Summary: There are various forms of explosive articles, but there is still a logic behind them. How to promote the jewelry little red book depends largely on the platform's demand for this category. For example, according to the market data in July, the jewelry industry is divided into two major directions: products and materials. On the product side, necklaces, bracelets and bracelets have the largest search volume; In terms of materials, gold, diamonds and pearls rank among the top three in user search. What you need to do is to cater to the aesthetics of the public and make content that meets the needs of users. As for the jewelry of the minority, you should wait until you have a certain foundation. Ecological Status of Jewelry Category We can find that the promotion of jewelry Little Red Book presents a polarized ecology, including a kilo of jadeite in 4 yuan, small ornaments with a unit price close to the people, thousands of gold jewelry and luxurious diamond rings. So which brands are active in Little Red Book? According to the data observation, at present, sub-tracks such as rings and necklaces are highly branded, including Cartier, Chow Tai Fook, Bulgari and other well-known brands, as well as niche designer brands; At present, bracelets, bracelets and earrings that belong to the "competitive blue ocean" account for a small proportion of head brands, and more are DIY, factories and wholesale. Let's take a look at what they have done in the promotion of Xiaohongshu one by one: well-known brands play well-known brands to make Xiaohongshu grass, and more is to find new increments for business or as a new channel for new product promotion. Let's take Chow Tai Fook for example. At present, the number of the brand's notes on Little Red Book has exceeded110000, which is more than the related notes of Cartier, Tiffany and Bulgari combined. In 20 17, Chow Tai Fook launched a new product of "Inheritance Series", but it was always tepid. So at the end of 20 18, the brand adopted the style of "brand matrix+explosive items", and the official number cooperated with many high-quality kols to market the "inheritance series" by planting grass. The content direction expands the popularization of technology and the interpretation of meaning by displaying product details+people's food tasting+atmosphere pictures in an all-round way, promotes and inherits the concept of "ancient gold", accurately locates users and attracts users to click. At present, there are more than 20,000+notes on the "Inheritance Series" in Little Red Book, which is a real explosion. The promotion purpose of the niche brand play niche designer brand in Little Red Book is different from that of well-known big brands, because they don't have such a large brand accumulation and volume precipitation. Such brands often want to find the target consumers through their own unique style and realize the "broken circle" of products. Hefang Jewelry is a designer luxury jewelry brand that started online. The main channel from 0 to 1 is Xiaohongshu. At first, their brand name was just a simple output content, imitating marketing actions, but the effect was very poor. Later, the founder began to operate a personal IP, sharing jewelry, brands and other content, and also sharing topics such as wearing and family, mainly to export a beautiful, luxurious and exquisite attitude towards life. Where the failure comes from the real feedback from users. When enough "real feedback" is accumulated, the brand's "tap water" flow is formed. Moreover, their recent explosive products "ear clips" and "ear buckles" also have a good insight into the needs of "users without ear holes" wearing earrings in Little Red Books, thus inspiring product design and meeting specific people. The third kind of jewelry sellers are some brand-free businesses, so what should they do to promote the little red book? In fact, there are two kinds of products, mainly based on product unit price, and there are two kinds of positioning: ultra-low price and high-end goods. The key of ultra-low price business lies in cost control and supply chain resource advantage. Therefore, if the comparison between product quality and price can be fully demonstrated, it will have a good delivery effect; To be a high-end commodity, customers are more accurate, high-quality products and styles are needed, and the content should also have a good aesthetic taste, which can cater to the "appetite" of the target group. The future marketing trend of Xiaohongshu In the past, the promotion of Xiaohongshu focused on planting grass, guiding consumption decisions, suitable for establishing voice channels, endorsing brands for a long time, precipitating brand content assets, and pursuing continuous exposure. Due to the immature trading links of the early Little Red Book, most consumers are accustomed to "searching for raiders on Little Red Book and then placing orders outside the station". Now the closed-loop business in the station has become more mature, and the new "store number integration" mechanism has also enabled many brands to complete efficient direct connection with users. For example, offline punching online sharing, content direct access to corporate stores, and public-private domain traffic conversion are quite good. In addition, the official also strictly drains water outside the checkpoint. If it is now settled in Xiaohongshu, it is best to open a shop in the station and complete the closed loop while planting grass marketing. Generally speaking, many jewelry brands or businesses have achieved the leap of key links through Little Red Book, gained the channel of direct dialogue with young consumers and enjoyed the dividend of planting grass economy. But just like many customers ask us how to promote the little red book now? We have to face the situation that the previous methods are gradually out of date. In the second half of fine grass planting, brand marketing not only needs to understand the new trend of the platform, but also needs to polish high-quality content and products to be more refined, and transform them into sales transformation and user reputation. This is the real brand precipitation.