How To Connect Xiao Hong Book In The Era Of Z From Making Explosions To Settling Brands

On December 19th, Shi Qiwei, general manager of Xiaohong Book brand business department, published the theme of "connecting the Z generation to the new brand energy storage" at the summit forum of "new consumer new goods and new brands" at the 2019 billion state retail conference.
He believes that the biggest difference between the Z generation and the past two generations is that the media they acquire information has changed. 31% of the Z generation of young people when they browse social media inadvertently purchase desire; 58% of users are willing to believe social media information, so as to make consumer purchase decisions.
This phenomenon is more concentrated in the little red book, because Xiao Hong is a central platform for consumer decision making. 91% of the users will search, so as to get more information and judgment for his consumption decisions. For the little red book, the 2 generation of grass is the combination of interest and active search.
In his view, 2020 is the best year to make brand, because in 2019, the ecological structure and infrastructure of all major content platforms have been completed, and the electronic business platform has become more mature, and has entered the era of digitalization in an all-round way. So this will be a year from manufacturing explosion to precipitating brand, which can seize the user's mind and create brand reputation, so that users can truly realize that this is a good brand era just beginning to rise.
It is understood that the 2019 fourteenth billion state retail conference will be held on December, 18-19, at Poly InterContinental Hotel, Guangzhou.
On the theme of "new", the conference held the main forum of the four new conference, the new China Cargo summit, the cross-border electricity supplier year-end forum and the industrial Internet year-end forum.
Shi Qiwei, general manager of Xiaohong Book brand business department
Warm tip: This is a preliminary review for shorthand, to ensure the original intention of guests on the spot, without deletion or error.
The following is a record of the speech:
Shi Qiwei: Hello, everyone. I'm Shi Qiwei of Xiao Hong's book. It's the last thing in the morning. When you see me, you can see the hope of lunch.
The topic I reported today is called "connecting Z generation to brand energy storage". I think there are two very crucial words in this topic. One concept is Z generation. People in this era are defined as the group after 95, from 95 to 05.
This reminds me that when we were more than 20 years old, we were called X generation. We saw that we have seen two generations to Z generation. But there are some things that remain unchanged: when a person is at this age, he is very receptive to new things and is very willing to try new brands. They have no historical burden to give new generation of brands and entrepreneurs opportunities. Therefore, young people are opportunities for new brands. This is beyond doubt. The second key word here is energy storage. On this occasion, everyone is talking about creating momentum and creating wind. Why do we talk about "energy storage"? Because in the past 1 or 2 years, the brand entrepreneurs should feel that the wind has changed a lot in the past year, because the cost of building the wind is increasing. On the other hand, the effect of building wind is decreasing, because there are too many animals to take off on the draught. So in such a case, if we can save this, it will be very important for a brand in the next few years. On the small red book platform, we see many brands rising and falling, the birth of a burst of money, some of the explosive money has been born, and after the birth of some brands, a brand is born. It continuously presents new brands and keeps delineating the minds of more and more users, thus making itself a real brand.
So I think today's sharing will change our focus from building the wind to storing energy. In the coming year, Xiao Hong book will build more tools and data capabilities to help the new generation of brands to complete the winning battle from the first victory to more market share.
First of all, the biggest difference between the Z generation and the past two generations is that the media that they get information has changed. 31% of the Z generation of young people are inadvertently buying desire when they browse social media. Second, 58% of users are willing to believe social media information, so as to make consumer purchase decisions. This is more concentrated in the little red book, because Xiao Hong is a central platform for consumer decision-making. So in Xiaohong book, 91% of users will search, so as to get more information and judgment for his consumption decisions.
Under such a group of data, we can see that for all brands, the layout of social media is very obvious. But what we should do in social media, how to excavate user insights and how to get more equal interaction through contact with users, so as to make users loyal to the brand, is what we continue to study.
Let's take two examples to see some successful brands in the category of practice. The bird's nest note has been deposited to more than 130 thousand articles. There are more than 900 pieces of merchandise sold in this field. However, when we look at bird's nest related connectives or expansion words, we will find some interesting phenomena. Users are asking how the bird's nest should be done, how to remove the fur and how long it should be stewed. This is a very common search term related to bird's nest in the little red book. If we abstract it, it means that the user has pain points for the production process of bird's nest. He asked a lot of detailed questions. Second, the users had some requirements for the freshness of bird's nest, otherwise he would not ask many questions about himself. The first example is bird's nest. In the past year, little red book. Under such circumstances, we saw that the brand of Xiao Xian stew seized the pain point of this demand. In the year it was a small trend, so Xiao Xiang stewed the word to catch a new track, called "ready to eat bird's nest". The brand made two things through continuous grass planting on the little red book, one was to accumulate the potential energy of the track, because the users did not know that bird's nest and the brand could provide such food, so we need to create a lot of content to let users know that such a service has such a classification.
Second, how does this brand of Xiao Xian stew the brand in its quality and technology? So after the deep tillage of the category and the deep ploughing of the brand, the track has been expanded directly. If you search the bird's nest again today, you can see that "instant bird's nest" has entered the top ten, and a whole category has been created by this brand.
In March of 2018, we saw a star Chen Shu released a small red book note, which led to a 5 increase in the daily trading volume of Xiao Xian stewed in Xiaohong Book Mall. This potential was first built, and further exploded through the stars. The nodes on the surface are just a surfacing of countless work faces. It is important to find out the trend of small trends, small pain points behind the users, and then enlarge the process.
Another example is skin care, which is a very important Pendant in Xiao Hong's book. We can see that the ingredient skin care has continued to be hot in the past few years. There are more than 370 thousand notes. Everyone is talking about all kinds of ingredients, all kinds of ingredients. We see a brand that combines it with mild cleanser, amino acid cleansing. For many skin care brands, it provides users with the core functions. Mild cleanser is very much concerned by users. Such notes exceed 210 thousand articles. Ingredient party users, machine testing, UGC notes, brand notes, grain rain continue to precipitate content production, continue to form interactive assets, and continue to get search assets.
Therefore, the first phase of Xiaohong book product evaluation system launched by the end of May this year is ranked first in the "red heart" national cleanser list, a brand which is concerned by the "ingredient party users". When it finds the user's pain points and user's functional demands through the middle and long tail words of the search engine, when it clearly points out its own function demands, it is not just a brand that just tells its own ingredients just like most brands. Moreover, through continuous operation, Gu Yu will precipitate content assets, interactive assets and continuous growth of search volume. Especially in this year's double eleven and two dozen two periods, we can see that this data is rising continuously, pushing forward continuously through several peaks.
Speaking of Gu Yu, we think that today's event is held in Guangzhou. In fact, Guangdong is the production base of a large number of skin care and beauty makeup brands. Our platform especially likes to come to Guangzhou. A large number of our colleagues will travel to Guangzhou every week. The newly developed beauty brands are also very rare here. The city is also making efforts to create new business cards for the beauty products in the whole world. Guangdong, Guangdong, Hong Kong and Macau, the big bay area, is very perfect in the skin care industry's production capacity, R & D capability, marketing talents and channel matching.
In this case, Xiao Hong book can help increase the production capacity of cosmetic industry in Guangdong province. Here is a set of data, Guangdong cosmetics manufacturing enterprises account for 55% of the total number of the country, registered in Guangzhou beauty skin care brand and in Xiaohong Book Brand number has reached 1108.
In the past 1 or 2 years, we have seen a lot of brands rising and falling, but the brands that can be precipitated are relatively few. Under such circumstances, as a group that can gather Z generation, connect the generation of Z generation and the platform which is loved by this group of people, how can we help Guangdong so many brands and even the whole country's emerging brands to connect this part of the crowd? We focus on energy storage.
Energy storage is a new concept that we call Xiao Hong Shu grass 2. In 2005, Dentsu Inc put forward a concept called "AISAS". The groundwork of this model is to clearly describe the behavior of users. Users first notice and create memories in various media platforms with great exposure, through brand creation, and then interest in social media. The next step is very important, because the probability of transforming directly through a content is small, and more users will actually do the search. He needs to know more about the experience or evaluation of other users, and further understand whether he wants to buy this product, which is not suitable for him, so searching this step is a core link on the whole link. Then he will buy it, and the core user after purchase is the popular word KOC, which is now popular this year, and the core user will share the action. For the little red book, we think that the 2 generation of grass is the combination of interest and active search.
Today, the brand has done a lot of action in the 1 era of all kinds of grass planting. It is a massive layout of the content, a number of explosions and explosions, and a transformation of sales mode. This is very conducive to the production of explosive money, what kind of content can make the bomb come out? It is the content of novelty and expressive power, and this product is very cheap. Many platforms, including Xiaohong, have proved that building up explosive funds is a good tool to create, but only this action can only create explosive funds, which can not precipitate the brand value, and can not gather the potential energy of the brand. A lot of content is placed on the little red book. In fact, what is really meaningful is the word-of-mouth of the brand on Xiaohong book, which makes users from generation to generation, when searching for this action, can be very reassured to know that this is a word of mouth brand.
So helping brands constantly accumulate value is a unique feature of Xiao Hong's book: we can help brand building, generate quality content through the flow of information in the community, and help the brand to create better content of dry goods by managing the results of user search, so that users can ultimately make consumption decisions. So we think that planting grass 2 is the combination of two steps. It is a combination of two steps to generate interest and active search, and it will have a long-term agglomeration effect in the future.
All brands should see the launch of Xiaohong book this year. It is also a new industry standard that we will continue to build next year. It is called Xiaohong index. This index will reflect the value, psychological value and brand voice of young people in the Z generation in China in the medium to long term. These values are not completed overnight. They are not the completion of a burst payment. It is a long-term accumulation of brand potential energy.
In today's end of 2019, many articles are saying that 2020 will be a very difficult year, whether it's China's economy or innovation, but from my point of view, 2020 is the best year to make a brand, because in 2019 2019, the structure and infrastructure of all major content platforms have been completed, and the electronic business platform has become more mature. Today we have entered the era of digitalization in an all-round way. Why is 2020 the best year? Because this will be a year from manufacturing explosive money to precipitating brand, which can seize the user's mind and create brand reputation, so that users can truly realize that this is a good brand era just beginning to rise.
So what I want to tell you here is that the era of brand building is just beginning. In terms of brand name, Xiao Hong book will begin to shift from branding to brand building in 2020. At the same time, the two steps will help the brand to take off in the minds of the Z generation.
OK, thank you. This is my speech.