300 times! Group chat is making Little Red Book self close loop! Time: 2024/5/21 12:56:27 Source: www.pc6.com Author: Lu Xilan I want to comment (0) -
Recently, Jianshi noticed that more and more brands began to transform through private promotion in Xiaohongshu. What makes us curious is how to improve and transform through private domain in this community with a lifestyle famous for grass planting? We contacted a number of brand businesses that are operating private domains on the Little Red Book, and one of them told Jianshi about a truly fragrant result: They focused on small red book group chat, and the conversion rate of group chat users is 300 times that of non group chat users! Such cases are not unique in Little Red Book. For example, the GMV from the private "group chat" of a small red book of a Hotan jade antique brand to the live broadcast, accounting for 90% of the total GMV of the live broadcast; An original jewelry design brand made a deal in Xiaohongshu private domain group chat, accounting for 50% of the total GMV of the business. As if to open a "new switch" for traffic and transformation, the brand has great potential to improve transformation through private domain operation on Little Red Book. Next, let's look at the game of Little Red Book's private domain transformation, and welcome the end of the article to join the group. 01 Grass planting+group chat Xiaohongshu conversion accelerator Previously, See Shi conducted a survey on "the main position of brand private domain operation", and found that Little Red Book ranked third, which indicates that more brands began to do private domain operation in Little Red Book. In the process of building a private domain for Little Red Book, businesses can speed up business transformation through the strategy of "grass planting+group chat". In particular, the "group chat" function of Little Red Book is not only the center of in-depth interaction between brands and users, but also an amplifier for grass planting, and an accelerator for business transformation. Through the combination of "group chat", "grass planting" and "other functional components of Little Red Book", the brand can significantly improve the conversion rate and repurchase rate, and achieve rapid growth of business goals. For example, in the daily operation of Little Red Book, the niche porcelain brand "Simple Heart" will bring "group chat" components to every "hot note", which will drive users to join the group through the explosive articles, and the live broadcast room will also preview group chat activities, so as to drive users to join the group. Group chat will also share recent notes and live broadcast rooms, driving group chat users to interact in notes and live broadcast, and leveraging more community traffic. "After the establishment of the private domain, the sales of our stores' old fans increased by 80% month on month, the conversion rate of old fans' purchase increased by 95% month on month, the sales of new fans increased by 83% month on month, and the conversion rate of new fans' purchase increased by 52%. Now, they have opened the private domain link of users from grass planting to group entry, from community information flow, search domain to private mail, and then to group entry, making the journey of users into groups more smooth. At the same time, in group chat, regular users also take the initiative to plant grass (such as sharing tea surroundings and tea space) to drive the group to buy (even some users will buy in sets, with a customer price of up to 20000 yuan). In addition, by building a cultural exchange field, the manager of Yaokou is regularly invited to the live broadcast room to introduce the knowledge and culture related to porcelain and drive the frequent re purchase of old users. Another women's clothing brand, "LINHUANYING Lin Huanying", with a unit price of 1000 yuan, said: "By combining the new Chinese trend in Xiaohongshu, we" planted grass "around elements such as classical clothing, and by linking" public live broadcast "and" private group chat ", we formed a strong snowball effect, and finally made group chat contribute 19% of the GMV of the store." Their specific play is to attract public domain users into the group through "grass planting" notes, and then release live broadcast links within the group to guide private domain users to watch live broadcast and share word-of-mouth content, and then further trigger new public domain users to watch live broadcast and enter the group, constantly attracting public interest groups to precipitate into brand private group assets. At present, they have set up 6 group chats, with more than 2800 people. They also promote regular customers to continue to repurchase through explaining products in group chats, previewing live broadcasts, real-time push group chat users to place orders, etc. Through the combination of group chat+grass planting notes/live broadcast/group purchase, not only can the brand establish closer ties with users, but also can achieve rapid innovation, grass planting, live broadcast water storage and business transformation. Through case observation, we found that the common promotion and transformation formula in the private domain of Little Red Book can be summarized as follows: notes+group chat+exclusive discount/new product preview, group chat+live broadcast preview/live broadcast, group voting/selection+group purchase. 02 Strong private domain transformation "Community" is the soil of high transformation From the above cases, it is easy to see that by giving play to the role of small red book group chat, the brand can quickly realize the linkage between public and private domains, improve user conversion rate and other indicators. In addition to this advantage, we also found that the private domain of Little Red Book has more value in improving transformation: First, help fast cold start and improve conversion rate. "At the design draft stage of each new product, we will let users participate in the selection and color style voting, and select the user's favorite direction for stock up. After each new product is launched, 50% discount will be hidden in the first three days to give back to users, quickly driving the conversion of users who want to buy." The start-up brand "World People" mentioned their private operation actions in this way, and mentioned that they had accumulated "interested user groups" through new products, with a transaction rate of up to 50%+, which helped new products get through the cold start period quickly and greatly reduced the risk of new product stock. In addition, the cold start of new products can quickly sell more than 1000 pieces of each model through the purchase users accumulated through group chat. One of the key reasons why the private domain of Xiaohongshu can rapidly improve repurchasing and conversion is that, compared with other platforms, the private domain of Xiaohongshu has a unique feature: higher user quality, more activity, and higher stickiness. Behind this is the unique community attribute of Little Red Book: active atmosphere, high interaction and trust between users. In particular, the "grass planting" atmosphere encourages users to share their own use experience, greatly promotes the interaction between brands and users, and helps brands build trust and influence at a lower cost. In addition, Little Red Book provides a high-quality content sharing platform for brands, and users are already in a state of seeking recommendations and purchase decisions when opening Little Red Book, which makes it easier for brands to achieve sales transformation through the private domain traffic of Little Red Book, providing a natural soil for the growth of businesses' private domain business. Second, private domain operation costs are relatively low. "At present, our private domain users of Little Red Book mainly come from the accumulation of grass planting in ordinary times. Because the community is very open, it is less difficult to obtain users. At the same time, users are more willing to share the list of grass planting and drying, which can quickly achieve fission." "Simple and simple" and see the reality show their feelings on getting users of Little Red Book. It can be seen from this that Xiaohongshu has an obvious advantage through private domain promotion, transformation and fission: the cost of traffic acquisition is relatively low. There are two key reasons behind this: From the perspective of content creation, the cost of brand content creation is low. Content creation can be carried out by publishing notes, videos, etc. This kind of precision marketing can reduce the cost of ineffective touch and improve marketing efficiency. From the perspective of word-of-mouth communication, the users of Little Red Book are mainly young people and highly educated people. These users usually have high consumption potential and brand loyalty. They are more inclined to share their shopping experience and experience on the platform. This word-of-mouth communication can bring more exposure and traffic to businesses, while reducing marketing costs. In addition, Jianshi also noticed that many users even actively answer other users' questions and help others answer questions, whether in group chat or in the note comment area. The interaction between users has also reduced the operation workload of the brand to a certain extent. Third, the public and private sectors within the ecosystem are more closely linked. The private domain operation of Little Red Book can not improve the efficiency of transformation without the close linkage between public and private domains. Of course, Little Red Book itself also provides a closed-loop link from grass planting to trading. As we mentioned earlier, the combination flywheel of "grass planting+group chat" just shows that the private domain operation of Little Red Book is not isolated, but closely combined with the public domain content. Since users are mature about the "content grass planting" of Little Red Book, they are very concerned about the product use experience and effect, so businesses can attract users' attention by publishing high-quality Little Red Book notes, and then embed "group chat" in the notes Invite and introduce active users in public domain into private domain group chat for in-depth interaction and transformation, which not only improves the participation and stickiness of users, but also effectively improves the purchase intention and repurchase rate of users, achieving a substantial increase in sales. For example, "Everyone in the World" will bring the group chat component when launching new products, and drive users to join the group through various ways such as the password in the comment area. It will also guide users to join the group through group welfare information in the live broadcast, and constantly carry out the linkage between public and private domains. Fourth, the platform is ripe. Through the promotion and transformation of Xiaohongshu private domain, it is still a blue ocean. From the perspective of active user base, the active user base of the platform is expanding. It is reported that the monthly active users of Little Red Book will exceed 300 million in 2024. This means that the brand has more potential target users in the private domain of Little Red Book, which can operate and transform users more effectively. From the perspective of user behavior habits, many users have gradually formed the habit of searching, browsing, joining the group, buying and sharing in Little Red Book, which makes the public and private domain linkage operation of the brand more smooth. From the perspective of brand private domain operation, the current Xiaohongshu private domain market is not fully saturated, and the brand has more opportunities to establish its own private domain user base and accumulate brand loyal users in an environment where competition is not fierce. It can be said that the market is still a blue ocean by building a private domain of Little Red Book to promote transformation! Now is the key period for brands to enter the market and grab users! For example, "Simple Heart" said: "Our goal in the future is to have more than 10w of high consumption power of users, and to drive the monthly turnover of more than 500w through private domain operations." The "world famous people" also mentioned that their long-term plan in the private domain of Little Red Book is to accumulate more brand loyal users, and grow and develop more new products with users in the community, so as to drive more user reputation and fission. To sum up, Xiaohongshu's business transformation through private domain is becoming a new business growth opportunity for the brand, and its private domain operation and transformation will also become an important part of the brand's business growth in the future!
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