< P > "novice pet care", "home care" and other dry goods content in the little red book harvest a lot of attention, "how to deal with ear mites", "how to judge moss cat" and other pet problems communication, also become the pet plate of the hot content. * In 2022, pet content in XiaoHongshu increased 197% year on year, and daily searches in July increased 338% year on year. More and more young pet owners share their lovely daily life in XiaoHongshu. On the one hand, it promotes the diversified development of pet raising content in XiaoHongshu, and on the other hand, it also helps the pet industry to breed more new opportunities.
In order to explore business inspiration with pet brands and seize the new trend of the pet industry, little Red book inspiration marketing opened the "It power · is favored" pet industry TOP wisdom sharing meeting. The event invited the pet medicine brand "Red Doctor" operation director, Little Red book inspiration marketing South China account director and South China planning director to come to the broadcast room, from the industry trend, brand out of the circle case, little Red book marketing play and other dimensions to share.
01: Explore the pet content trend, precise insight to help brands seize the growth dividend
Little red book inspiration marketing hopes to help more pet brands find the Blue Ocean track, and by leveraging precise trend insight, differentiated scene mining, let the brand seize the growth dividend, achieve product growth.
* At present, the domestic pet industry market size is more than 200 billion yuan, and the annual consumption amount per capita per pet exceeds 5000 yuan. Pet consumption is constantly upgraded, concepts are constantly changing, and categories are constantly subdivided. More opportunities have emerged for daily necessities, daily food, pet medical treatment, etc.
This growing trend is also reflected in Little Red Book. * In 2022, pet-related content on Xiaohongshu website showed explosive growth, with the number of relevant notes and interactions increasing by 44% and 76% in the last half year. The platform also actively participates in the ecological construction of content. On the one hand, it has launched a support plan for pet raising authors, and on the other hand, it has carried out creative activities such as "Go wild with your cute", "Call Order for maverick Pets", "Little Red Book Pet Raising Manual", "Cute Pet Landscape Home", etc., to help develop pet content in a more diversified and high-quality direction.
In the past six months, Xiaohong Book online a variety of pet topics
At the same time, Xiaohong book gathered a group of young and energetic pet interested people. * Data shows that the majority of pet interested people in the site are young people in first-tier cities, with the highest proportion of 19-22 years old, close to 25%, and most of them are newly independent and first-time pet owners.
Under their influence, dry goods sharing, problem solving class notes, become the mainstream of little Red book pet plate. "New pet breeds for beginners." "What if the cat mewls at night?" ... These popular note content, for the brand to provide a multi-angle, differentiated product grass scene.
The community pet content is growing rapidly, and there are only more than 700 pet brands settled in the station, and most of them have not yet formed a systematic content layout. The industry as a whole shows a trend of supply is less than demand, which is a good time for the brand to enter the bureau of Xiaohongbook. Taking the bonus period of the development of Xiaohongshu pet plate, combined with the scene insight to do differentiated content marketing, Xiaohongshu for pet brands in the station to create good products, to achieve business growth provides the possibility.
02: Stimulate the potential of pet track, IDEA methodology and brand to create marketing inspiration
activity, little red book to the brand to share the little red book marketing practical operation guide. At present, in the field of Xiaohongshu pets, the combination of "product content + business flow" has been verified.
Combined with the trend of pets in the station, how should pets complete the ring breaking inside and outside the station? In order to better answer this question, XiaoHongshu invited Hu Jiahao, operation director of pet medicine brand "Red Doctor", to share the experience of deep cooperation with XiaoHongshu from the perspective of brand, to bring reference to the industry.
As a new brand established at the end of 2021, Dr. Reed takes Little Red Book as the first stop of brand marketing, and has achieved rapid brand growth under the pet classification of Little Red Book. Through cost-effective content delivery, Dr. Red has achieved sound volume diffusion and mental occupation in XiaoHongshu in two categories: ear purification and deodorization and bacterialization spray, and the effect has simultaneously spilled over to the e-commerce platform, * achieving the volume of annual sales of over 20 million yuan.
Along the IDEA methodology, the marketing team of Xiaohongshu and Dr. Red jointly build the full link of product marketing. In the early stage of cooperation, the marketing team of XiaoHongshu helped the brand analyze the crowd portrait, provide reference for search keywords, and further seize the opportunity scene.
Starting from various medical needs of pets, the team helped Dr. Reed select "Erjing" to communicate with core user groups; At the same time, starting from the daily pain points of pet owners, "deodorizing and sterilizing spray" is selected as the first major marketing product to achieve multi-circle dialogue. After the selection of products, the small red book marketing team and the brand together summed up a set of fine and can highlight the value of the brand differentiation selling point scheme, to ensure the quality of content output and interactive effect.At the suggestion of Xiaohongshu marketing team, the brand also cooperated with "new product experience officer" and other community activities to stimulate the output of UGC content and expand the brand voice; In daily operation, Dr. Reed also adds information stream advertisement reasonably, uses commercial traffic to extend the vitality of note content, monitors the overflow effect of e-commerce platform based on search keywords, and flexibly adjusts the proportion of different types of words in Xiaohongshu.com.
Through a series of combined marketing measures, the content cooperation of Doctor Reed in XiaoHongshu has achieved good results, and the spillover has grown steadily. * "Erjing" has become the first place in the same category of sales on the e-commerce platform. The brand will initially open the market in XiaoHongshu station. The long tail effect of XiaoHongshu content also accumulates the core competitiveness of mental cognition for the brand.
"Dr. Reed" is not alone. Little red book marketing team in the long-term deep cultivation of the pet industry in the process, summed up the "trend prediction + to create explosive" out of the circle of "secrets". In this sharing, the team also combined with the platform's featured marketing resources, focusing on sharing the general logic of the brand to develop the overall marketing strategy.
In trend prediction, Xiaohongshu predicts trends through data insight tools to help brands determine product marketing positioning; To create explosive text, the team also provides the brand with users' favorite scene, content direction reference, at the same time, the use of "KFS" (KOL+Feeds+Search) product portfolio for the brand to find the right blogger + effective commercial traffic support, comprehensively enhance the content vitality and seed power. Activities, small red book pet industry marketing director also detailed analysis of the station implosion product notes out of the ring method.
In addition, XiaoHongshu said that the brand can also deeply cooperate with platform level marketing IP, integrate into the ecological chain of category track content, further precipitation brand reputation and long-term growth value. At present, the annual output of XiaoHongshu high-quality IP over 100, covering multiple industries, nodes, combined with big events and innovation scenes, for pet brands to provide a richer way to participate. Through IP cooperation, XiaoHongshu hopes to provide diversified marketing inspiration for pet brands, find ways to enter into life scenes for products, and make users' yearning for delicate pet raising become the driving force for good product growth.
Little Red book inspiration marketing looks forward to finding effective growth path for good products in the pet industry through the content sharing of "It's power · is favored", helping the brand to grasp the growth opportunity of the pet Blue Ocean track, and jointly creating the future of pet consumption with the industry.
