How do brands plant grass this autumn and winter?Recently, two seasonal keywords have become popular
autumn has set inNine piece set, the sense of seasonal ritual has increased
After "the first cup of milk tea in autumn" became a fixed ceremony for autumn, this group of young people pulled out more autumn ceremonies.First in autumnThree piece setThe content was fermented on various social media platforms, and netizens showed their autumn matches:
Then, "Young people have their own set of nine pieces in autumn", which was listed on the top 10 popular books.It is estimated that the exposure of a single note released by a simple person will be nearly 4 million. According to the thousand melon data, on September 25, @ Sell Xuanfeng released the note "Nine Piece Set in Autumn, We Go to Eat One by One", which likes 6000+, shares 1200+, likes 188.92%, shares 39.05%. Many passers-by spread and read it.
Figure | Screenshot of Little Red Book&Thousand Melons Data
Query the notes related to the keyword "Nine Piece Set in Autumn", and the results of the talent data in the past two months show that the talent for publishing content is mainly plain people (accounting for 68.23%), junior talent (accounting for 20%), waist talent (accounting for 3.53%), and enterprise accounts (accounting for 8.24%).It can be seen that at present, the content is preliminarily fermented, and most of the users of Little Red Book plant grass spontaneously, and the enterprise brand has also entered the market.Including the book also burn fairy grass, Meidi refrigerator
The results of the population tag data in the past two months show that the top 5 are: the Science and Technology Life Party, the Student Party, popular men and women, the working class, and the family with cute children, which have covered students, the workplace, and the mother and baby track.
Figure | Screenshot of Little Red Book&Thousand Melons Data
Content insight: "autumn suit" in different fields
Browsing the notes on the platform, we found that food, clothing, and health care notes appeared more frequently, making it easier for users to plant grass.Of course, autumn suits in different fields are also different. Let's take a look.
Food: Nine piece set of fancy
Weibo plays a three piece set, while Xiaohongshu plays a nine piece set from a three piece set. Food content is particularly rich.Through Little Red BookData analysisThe tool searches the word cloud and comment cloud of the notes related to the "Autumn Nine Piece Set", which includes: baked sweet potatoes, sugar fried chestnuts, milk tea, Guandong boiling, milk tea, hot pot, cake, hawthorn, barbecue, meatballs, sausages, etc. Users can freely combine the Autumn Nine Piece Set according to their preferences.They gathered a set of nine pieces for autumn, which also became their autumn ceremony.
Therefore, on the one hand, brands can start from the raw materials and flavors of these foods and integrate them into product research and development or combine them with their own products;On the other hand, products can be quietly embedded into the action lines and scenes of eating, buying and making delicious food, so that consumers can see the products and grass planting products.
Figure | Screenshot of Little Red Book&Thousand Melons Data
Wear: warm three piece suit
Compared with food, the clothing field is more of a three piece suit, focusing on the combination of thermal effects after cooling, such as vest+cardigan+trousers;Wool vest+short sleeve+Bucken shoes;Cardigan+shirt+skirt, etc., belong to the way of using three piece sets in autumn, new bottles of old wine.
What is more prominent is that the combination of suits can also enhance the grass planting effect buff. The hot word of note comments TOP1 is "link", and many people ask "for a set of sharing links" in the comment area.Clothing brands can use this combination of sales to improve the grass planting effect of products.
Figure | Screenshot of Little Red Book&Thousand Melons Data
Health preservation: seasonal demand becomes the key
In recent years, seasonal health care has also attracted much attention. The needs of health care in autumn mainly focus on rehydration, yellowing removal, lungs moistening and throat moistening.The author found that at present, there are brands that take products as the starting point to achieve nine piece and three piece health care in autumn.For example, different flavors of products are used to make sweet scented osmanthus and tremella soup;Use the product's efficacy to remove yellowing, whiten and nourish hair to form a autumn suit.Inspire us that we can generate autumn plan from product taste, efficacy, design, use scenarios, etc.
Figure | Screenshot of Little Red Book&Thousand Melons Data
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