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According to data from Xiaohongshu, the traffic trend of small household appliances and home furnishings during the Double 11 period showed obvious seasonal fluctuations. During the planting period, consumers begin to focus on potential shopping targets, and the cost of clicks is relatively low, making it a prime time for brands to test crowds and search terms.
Entering the warm-up period, CPC is gradually rising, and the traffic is on the rise, indicating that consumers are beginning to actively search and consider purchasing. During the Double 11 promotion, the cost of CPC further increased and the traffic reached a peak, at this time, brands need to focus on seizing the core group and at the same time achieve crowd breaking.
Xiaohongshu provides brands with a clear map of Double 11 operations, with each stage having its core strategy and key actions from the grass planting stage to the late stage of promotion. In the grass planting period, brands need to increase the penetration rate of core groups through IP events and extensive testing content. When it comes to the warm-up period, increase precision delivery, combined with grass planting and transformation. On the day of Double 11, it is necessary to focus on search traffic, and use information flow and search ads to intercept accurate demand traffic.
On Xiaohongshu, grass marketing is the key to driving sales. Brands need to choose the right planting strategy based on their own business characteristics and user behavior. Single-product, matrix, and scene planting strategies have their own focuses, from bursting large single products to providing scenario solutions, brands need to accurately target consumers.
Xiaohongshu's closed-loop business strategy emphasizes the whole process from planting grass to purchasing. Brands can seamlessly move from exposure to conversion with a closed-loop strategy. Through the live broadcast e-commerce style, a home appliance brand has achieved efficient conversion of store business, with ROI increased by 215% and average daily DGMV increased by 221%.
Choosing the right KOL is the key to a brand's success on Xiaohongshu. Brands need to consider the amount of followers, content type, and engagement rate of the KOL. For small home appliance brands, cooperating with KOLs in technology, fashion, and lifestyle may bring higher CPC and CTR.
Content is at the heart of Xiaohongshu's marketing. Brands need to develop content strategies based on product features and promotion points. During 11.11, brands can post more notes on product recommendations, use tutorials to plant grass in the scene, or provide emotional value by sharing their experiences.
Excerpts from the report are set out below
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