Online "Drainage" To The Next Line Of Trembling Little Red Book To Learn New Beauty?

The little red book has always compared itself to a "virtual city", where young people can indulge in "sun" - a big graduation trip, a small bowl of midnight noodles.

By community and content, Xiao Hong has gathered more than 200 million of young users.

Where there is traffic, there is spotlight.

Xiaohong book, the new traffic depression, has attracted various brands to come to grow grass.

Billion power discovery, small red book "grass" ability in addition to covering the electricity supplier channels, is also gradually spread to the line.

At present, the little red book platform has been quietly launched on the store POI detailed interface, notes can be added to the location link, users can directly click to see the details of the store.

Little red book "grow grass" to shop

Just last month, Xiao Hong officially launched the brand number and opened a series of marketing capabilities to the brand. This is also seen as a key step in the commercialization of the small red book community and the electricity supplier.

Xiao Hong's opening of the electricity supplier's ability has also led many brands and offline businesses to start thinking: will Xiao Hong book open up more capacity for offline businesses in the future?

Billion power found that little red book community has a large number of offline content notes, including store card punching, travel sharing, photo recommendation and other content, and has a recommendation based on nearby content.

It is worth noting that in the "near" plate, besides the notes of the community, Xiao Hong will also push the "nearby restaurants", "nearby attractions" and "nearby hotels" to the users.

The POI details page of several nearby shops was included in these topics.

In addition to store introductions, addresses and other information, the store's POI details page also contains related notes and atlas, and has the function buttons of "exploring shop punch card", "recording travel" and "recording experience".

At the same time, billion power also found that Xiao Hong book will integrate some notes according to its geographical location.

For example, users search the "Joy City" in the little red book. The results can show the search results of many cities, including Beijing Chaoyang, Beijing Xidan, Shanghai, Xi'an and so on.

Users can further view the corresponding content according to their city.

In addition to direct search, you can take a stroll around the red shop, the red screen shop, the shopping mall, and the stall, which are very suitable for hot topics such as photography, etc., and many bloggers have added the location labels to the notes. Users can directly view the POI details page of the location.

It is worth noting that although many of the notes do not add location labels, bloggers will still list their specific addresses and strategies in detail, while there are many questions and discussions about the details of various stores in the commentary area, and many users will be attracted by the grass.

It is easy to see from community content and user discussions that Xiao Hong's "grass planting" function is spreading from "home" to "store".

Compared with the little red book, another new flow platform -- the action of shaking is more rapid.

During the Spring Festival this year, jitter launched a new marketing product called "shaking shop".

According to the introduction, "shake shop" is a regional marketing tool provided by local customers. It hopes to help the brand build regional business activities through local POI, local heating and local resource display.

According to the billion power, users can browse into the exclusive POI page of the brand when they browse relevant videos, and see details including name, location, merchandise and so on. When the user is browsing the relevant videos, POI will be able to enter the exclusive page of the brand.

After the appearance of this function, the chattering can not only bring together the traffic generated by the online users, but also bring the online traffic to the offline, and help the brand to realize the pformation of the offline store consumption.

In contrast to the jitter, at present, most of the details of the store's POI pages do not contain specific commodity information, nor do they have direct paction conversion tools.

However, billion power also found that in the detailed pages of some stores, there has been a list of recommended popularity and consumption per capita.

Online "drainage" to offline

Under the blessing of new retail outlets, the importance of offline stores will return to the industry perspective.

Whether Ali or Tencent, helping brands, supermarkets and other offline retail pformation experience has become a hot topic.

With the addition of new technology such as smart fitting mirror, face payment, VR\AR games and so on, the sense of store experience has been paid more and more attention.

At the same time, along with the process of digitalization and the opening of brand channels, the paction is still not the most important thing on line or offline. Under the condition of new traffic exhaustion and scarcity, how to make the two channels on the offline offline perform their duties and play a beautiful "match battle" is worth considering.

It's no longer fresh to let online platforms drain.

Ali launched last year, Tmall cloud store, Lin Qingxuan, Mark Ed Faye, good shop and many other brands to join it, its official interpretation of the function of the cloud shop to help offline store drainage, promote consumer turnover.

At the same time, cloud store also provides offline drainage service, store coupons and other drainage functions.

However, unlike Tmall, Xiao Hong and jitter are essentially content platforms. Trading attributes are not so strong that users do not have a clear purpose. Most of them are "shopping" rather than buying and buying.

Under such a platform background and attributes, offline merchants can not use the direct marketing method like Tmall cloud store to stimulate and attract users. Instead, they need to spend more efforts to produce high-quality content and grow grass.

"When offline marketers are doing marketing on content platforms like Xiaohong and jitter, we must determine whether the customers are matched, and whether they can directly attract customers to stores through content, because this is even more difficult than completing online pformation."

A senior practitioner in the retail industry said.

Judging from the above people, at this stage, the platforms such as Xiaohong and jitter still need to prove their value. The increments and effects of them are uncertain. It is difficult for brands and retailers to invest easily.

Moreover, the brand wants to operate the public domain traffic into private domain traffic. If it can not import private domain, it will be difficult to continue for a long time.

After billions of power and multi-party communication, it is learned that in the online offline scene, users' portraits based on Xiaohong book and other platforms are now popular. The online red shop, the trend shop and the buyer shop are more suitable for planting grass seeds and draining through content. Besides these customers, these shops are also more suitable for producing attractive content.

"Every platform has a traffic bonus at the beginning of its new strategy.

In the initial stage, the platform side will be willing to do more cases, but after maturity, there is no bonus, and the value will be diluted.

Therefore, many brands do not want to miss such platforms as small red books and jitter. Although the methodology is not yet mature, it is still necessary to test the water first.

The head of the marketing department of a brand expresses to the power of billion state.

He also pointed out that at present, the brand wants to form closed loop traffic through small red books and jitter. However, it can be difficult to encourage consumers to help them grow grass.

"Little red book has not yet opened up more functions for offline businesses, and businesses still have no way to do more operations. They still need to grow grass by taking notes.

In this way, the biggest challenge is that most businesses need to consider the ability to do content, especially high-quality content, and the cost of producing high-quality content is also high. "

From content providers to content business ecosystem

It is a forerunner to try to make use of content for planting grass and draining lines.

In the past two years, public comment rooted in the line has been leaping forward to try to weaken its own tool labels, and strengthen content and community attributes.

In July last year, public comment and Xiaohong book also had disputes over copyright issues.

At that time, Xiao Hong published a complaint by micro-blog, saying that the public comment was suspected of using the content notes of Xiaohong book and carrying the original content, requiring the public comment to immediately delete all infringement connections and close the infringing account.

Subsequently, the public comment issued an apology from micro-blog, saying that the oversight of the new business resulted in a violation of the regulations and ensured that such problems would not happen again through technical means.

Behind the storm, it is clear that the public comment on the content and community ambitions.

Compared with Xiaohong book, consumers have more purpose to open public comment, while public comment lacks PGC content, mostly consumer reviews.

The public comment needs the content of Xiao Hong's book. On the other hand, this may also provide a new idea for Xiao Hong's book, that is, more grass planting under the line.

But this is not easy for the little red book, which lacks gene expression.

A senior retail practitioner said that with the perfection of the little red book data, the content based push in the future could be more perfect, but this is a big challenge for the little red book, because the underlying structure of the little red book is not based on the logic of POI, but based on content and Tags.

"Little red book does not have the property of offline pactions, and the trading links under the line are very complex, so it is difficult to deeply intervene in the paction.

However, the direction of small red book helps offline store drainage is correct, but only content and community remain at the advertising level. If we can relate to traffic marketing closed loop, Xiao Hong book may have more room to play.

The person in charge said.

Another senior retail practitioner also believes that offline stores are very suitable for draining by planting grass.

"Offline experience and elements are more abundant, which can not only grow grass through online carriers, but also directly attract consumers through store scenes.

In the weeding link, consumers can either deal in stores or complete pactions online.

For small red books, the past is doing content business, and the future is to do content business ecology.