How to lay out the operation of "Little Red Book" in vertical niche industries?

Unlike Taobao, Pinduoduo and other e-commerce platforms, Xiaohongshu's liquidity has surprised many people. In this paper, the author combines his own experience to share with you how companies in niche industries should arrange the operation of Xiaohongshu. Interested friends come and have a look together, I hope it will help you. First, the preface "The commercial value of Little Red Book is getting higher and higher." "I didn't expect my small industry to be so easy to realize in Xiaohongshu." Recently, some friends from minority industries talked with Mr. Orange about a lot of little red books, and they were all surprised at the liquidity of little red books. Unlike e-commerce platforms such as Taobao and Pinduoduo, the high-quality traffic of Xiaohongshu seems to be free. The content simply distributed by the sales and content team has actually attracted many private messages from target users. For the project of high-volume single-customer industry, although it is a platform that has not invested a penny, it has become his third largest sales channel. Xiaohongshu's achievements in commercialization, market and brand are obvious to all. High-quality mass users, excellent community operation and high matching information algorithm have made Little Red Book a platform. In fact, Mr. Orange also wants to know why some ultra-niche products can find a place in Little Red Book. Mr Orange has contacted two tobniche industries, and he has done a good job in the little red book. One is SaaS software service industry, and the other is stone industry (strategic direction belongs to industrial Internet of Things). Today's little red book seems to have no previous restrictions. What is "Ma Bao's secret garden" and what is "female user orientation"? Traffic is gradually changing to mass traffic, and this platform has higher commercial value. Companies, big or small, seem to find a place in Xiaohongshu. In this article, Mr. Orange wants to talk about how companies in niche industries should lay out their operations. Second, clarify the purpose of operating Xiaohongshu Before launching the theme, we must first immerse ourselves in a business scene: sales may enter Xiaohongshu earlier than operation. Generally speaking, when the enterprises in the above-mentioned fields are small in scale, they are mostly led by the sales department and supplemented by operations. The operation team is only the second step. The first step is to consider whether the product and sales departments can support the company. Sales staff will flood into various channels, tap useful sales leads, and even step into the platform in Xiaohongshu before the establishment of the operation department. However, salespeople are not professional operators. They may just dig out some screenshots of foreign materials, sort out some words at will and throw them on the little red book. Most of the notes are useless. Occasionally, if you are lucky, customers will come to chat privately. It is feasible for some industries with high customer price and need to be followed up by sales consultants. Channels can be realized in the verification of sales. However, it is impossible to become a scale piecemeal, let alone a core channel of a company. In order to make Xiaohongshu a stable channel, it is necessary to plan and coordinate the overall operation of Xiaohongshu to achieve better brand promotion and operation effects. Under the premise of this scene, Mr. Orange roughly sorted out the core purposes of two types of operating small red book platforms: publicity purposes: building brand, corporate image and demonstrating product capabilities; Realize the corresponding sales transformation through traffic operation; How to quickly build and test the effect with limited resources has become the key to the operation layout. Mr. Chen divides it into four stages: investigation stage, integration stage, preparation stage and formal operation stage. Let's continue to look down and talk about it in detail. Third, the research stage: I have a lot of pride in my heart. "Observe your opponents, find their weaknesses, absorb their advantages and beat them in an all-round way." Some vertical industries are not as fierce as the Red Sea industry such as FMCG, and there are not so many competitors. Moreover, as mentioned in the previous chapter, most of them don't spend too much resources on the traffic platform, so the operational capabilities of competing products are also uneven. So that it is convenient for market personnel to quickly collect competitive information. Let's look at the header of a table: the business plan is well founded. The operation team should clearly understand the account matrix layout of competitive brands in Xiaohongshu and the operation rhythm of each account, as well as the corresponding advertising (seo search optimization → landing page delivery). At this time, I believe that some friends in the market and operation should have emerged strategies in their minds. Ok, let's put the strategy on the ground and enter the second stage of integration. Iv. integration stage: firefly torch 1. Stage key: planning platform operation matrix Review the contents of Chapter ①, sales may be one step ahead of the operation of Xiaohongshu. But there are many problems in this operation, even using your own personal account. Stars are like fireflies, which light up and go out in sequence, but it is difficult to form a torch. The introduction of the avatar is not uniform, the content is messy, and the visual release time of the cover picture is not fixed. Only when I think of it, I know that the task of the integration stage is to solve the current channel problems of the enterprise. I can be divided into two categories: adjusting and integrating the existing accounts, establishing new brand accounts to meet the requirements of the next stage of operation, exporting brand culture and product capabilities, and supporting the search and optimization of the platform and landing pages of Xiaohongshu operation projects, that is, doing a good job in the matrix planning of Xiaohongshu. Combined with existing resources, delete or add accounts to achieve the best results. Teacher Orange used to divide the little red book account matrix into two types, one is the core account and the other is the sales account. 2. Core account: The core account of brand display is brand account, and the output is brand conceptualization content, knowledge sharing of customer scenarios and exposure of software and hardware product capabilities corresponding to customer scenarios. Weaken the marketing attribute and show the brand power and service ability of the enterprise to the customers in the target industry more. If the enterprise has the ability, the product and service parts can be carried out separately, and a number can be made, and the product capability update/customer service can be displayed at this number. This account is not expected to bring a lot of traffic, mainly for search optimization. 3. Sales account: There are two types of sales tracking sales accounts: scenario account and salesperson account. If the operation team is understaffed, the sales department can take the place of operation. The operation department provides planning and materials, and the sales team adapts and publishes them in strict accordance with the requirements. Next, let's talk about the scene account. The customer scenarios of niche industries are limited. For example, some SaaS systems provide enterprises with "target management+performance management" solutions, while others provide software and hardware solutions for offline stores that are unmanned for 24 hours. Or, like the industrial Internet of Things in the stone industry, provide corresponding hardware products and product databases for scrap suppliers and plate manufacturers, and realize data scanning and database uploading of stone plates provided by intelligent cutting machines. Scenario accounts should be set according to the demand scenarios of target customers. How many scenario accounts can you set up (within your control) according to the industry of the target customer group? The output content is divided into two categories: (1) product categories corresponding to customer demand scenarios and product strength, hardware product function introduction, assembly and operation content; (2) The content operation category corresponds to the dry goods content of various industries, which can be dry goods operation, industry introduction, communication with existing users, interviews and other related contents in entrepreneurship (industry) counseling, and then talk about sales personnel accounts. This kind of account is the responsibility of the sales staff, and the content can be the work sharing of product usage scenarios and the display of product functions. Try to adjust the copy and pictures, and don't involve plagiarism. The little red book platform will judge the duplication of content on the platform. The platform will punish those who plagiarize accounts and put them in a dark room. However, how can salespeople make useful and good content? They don't do business. This involves whether the media content library has been built. This aspect is not specifically developed, please see the previous article. The second half of purchasing quantity optimization: how to improve the effect of advertising planning? After completing the construction of the media content library and storing a certain amount of materials, the salesperson can immediately retrieve and adapt the graphic content materials from the graphic media library; Video materials can be retrieved and adapted from the video media library. At the same time, it is convenient for the operation department to manage the channel account content as a whole. If there is no media content library, the account content will be "temporarily rubbed" by operators and supporters, not to mention how time-consuming it is. Media content library has realized the compound promotion of organizational efficiency and employee value. V. Preparation stage: "training"+key tasks in preparation stage: preparation and training. Needless to say, the team should adjust the existing sales account and create a new brand number according to the planning in the integration stage. The operation department should open a small red book account in advance to prepare for the advertising of information flow. Companies with advertising needs will begin to test the advertising effect of Xiaohongshu after opening an account and closely link operations. Moreover, content storage is also an extremely important link at this stage. The content is divided into two parts: the preparation of advertising material notes is mainly: the content characteristics of Xiaohongshu are different from other platforms, and the operation department needs to establish a Xiaohongshu resource database for it separately. Provide content reference for other operators, make them adapt quickly, and improve the overall efficiency of cross-departmental cooperation. Next, talk about training. Before the official start of operation, at least two departments should participate in the training: the operation department and the sales department; The training details are divided into the following content sections: (1) multi-department training, operation details training of Xiaohongshu, calling skills training of multiple content libraries in the operation department, content design training of Xiaohongshu, statistical process training of effect data of Xiaohongshu, sales communication and sales docking process (2) operation department training → copywriting and cover effect correction training (unified vision/rich content) account operation training. I won't talk about intransitive verbs in the formal operation stage, and I'll talk about them in detail later. To tell the truth, the content creative section is not my strong point either. To sum up: the gun is loaded, the arrow is on the string, focus on the established business plan, and implement it conscientiously and firmly, and there will be repercussions. I wrote an article last year, and interested friends can read it. Understand that 1 monthly income 1 billion is a small goal-launching strategy Note: Little Red Book Launching Thinking 7. The tail chapter is stationed in the little red book, and you can't hesitate. Not all enterprises have a large budget to burn, and the expansion of new channels means a certain inclination of resources. If the business owner deducts this without calculating it well, which leads to mistakes in operation execution/judgment, I suggest that it is not bad to leave one acre and three points, which will consume people and themselves. I believe that friends who have used Xiaohongshu APP know that Xiaohongshu's note copy and cover are different from other platforms and are social copy of high-quality users. High-quality titles, cover designs and copywriting content will attract more exposure. If the boss still treats the little red book with the idea of "content distribution", and the operator happens to be a muddling along person, then the project is likely to be cold. Mr Orange has contacted these executives from traditional industries more than once. They have no special concept of operation and think that the sales department as a good department can directly bring benefits. So sometimes, when opening up new operating channels, it is hesitant to recruit one more person, let alone resources. This article is also written for them, hoping to solve some doubts. Columnist Mr. Orange's work notes, WeChat official account: Mr. Orange's work notes, everyone is a product manager columnist. Talk about brand, operation, marketing and other fields. No routines, no secrets. This article was originally published by everyone as a product manager. It is forbidden to reprint the title map from Unsplash without permission, based on CC0 protocol.