In the previous article on Xiaohongshu, "How Brands Use Data Analysis to Accurately Launch Xiaohongshu", many brands added me executive list to communicate about the launch of Xiaohongshu, and many of them inquired about product launch in Xiaohongshu How much is more appropriate? In order to answer this question, we will first return executive list to the underlying logic, clarify the importance of pre-investment strategies, and then discuss the issue of investment costs. This time, taking the body film as an example, we describe how we formulate the launch strategy (including the evaluation of the launch budget) before launching the Xiaohongshu for the brand.
The contents involved are as follows: The recognition of this category in the environment of Xiaohongshu; The placement of brands related to body executive list wraps in Xiaohongshu; (proportion of placements, users' views on different brands) Analysis of the launch of competing products in Xiaohongshu; (notes, number of people who have executive list launched & corresponding proportion, number of interactions, rate of popular articles, main selling points, and evaluation of launch budget) In the Xiaohongshu environment, the industry seeks and determines the real needs of consumers.
Analysis of the brand’s previous launch; (the number of previous launches, the number of interactions, the quality of talents, the rate of explosions, the executive list relevance of content, and the real feedback from consumers on the product) Determine the selling points and bonus keywords corresponding to the brand; According to the above executive list summary, determine the launch strategy; (number of posts, note format & defeat, content direction & proportion, entry angle & presentation form, corresponding example, anchoring Executive List the brief frame) PS: The data involved in the following content is taken from January 1, 2020 to February 4, 2021 1. Search and analysis of Xiaohongshu body film.