Hobbies: What you personally like and are interested in. For example, if you are interested in dressing, makeup, calligraphy, dancing, writing, music, etc., you can focus on your hobbies. Life: the li

Hobbies: What you personally like and are interested in. For example, if you are interested in dressing, makeup, calligraphy, dancing, writing, music, etc., you can focus on your hobbies. Life: the living conditions of different groups of people, such as students, housewives, working, models and other areas of life. Personal bloggers, in terms of reference account selection, are divided into big V levels. Fans above 20W are the ideal goal. Fans of 2-10W are for serious study, and fans of 0-2W are key references. For those who have just started operating Xiaohongshu, 0-2W fans are our main reference targets, and we conduct benchmarking in terms of character design, content, topic selection, popular items, and monetization methods. Step 2: Clear positioning. Through the strength of competitors in the minds of customers, or by taking advantage of the inherent weaknesses contained in strength, for brands, when making launches, refine their own positioning and form selling points based on the positioning. In Xiaohong The book divides selling points into interest, function and scenario-based selling points, and then lays out the selling points corresponding to different groups of people, scenarios and types. Figure 4: Xiaohongshu Selling Point Tool House For bloggers, choose what kind of blogger you want to be. As mentioned above, even if you are an OOTD blogger, we must be the first in the OOTD subcategory. , Step Three: Support Positioning After finding the concept of positioning, support this positioning from the perspectives of naming, positioning language, visual hammer, brand story, trust story, etc. For example: Feihe brand is positioned as an infant milk powder that is more suitable for Chinese babies. In its brand advertising and celebrity selling point promotion, it shapes the milk powder that is suitable for Chinese babies and consolidates the mental perception that milk powder is more suitable for babies. Figure 5: Feihe milk powder official website positioning interpretation Figure 6: Feihe Xiaohongshu Master placement details Personal blogger: Wake up and drink tea Positioning tea bloggers, naming: brand category naming, highlighting the attributes of tea, high recognition, And its profile is also a strong positioning, a guide to preventing pitfalls of good tea, a master's degree in tea science for ordinary office workers, highlighting the professional strength of tea. According to Yien's background check, its followers have increased by 65,000 in 6 months. The core of the notes revolves around tea drinking, recommendations for good tea, strategies to avoid pitfalls when buying tea, and strengthens the positioning of professional tea drinkers. Figure 7: Wake up and drink tea homepage Step 4: Occupy the positioning Sort out all aspects of the company's internal branding based on the positioning, strengthen the positioning, support it from matching resources and operational branding, and finally occupy the position in the minds of customers . The criterion for judgment is that when users want to find a certain category, they think of you first. For brands and bloggers, it means firmly posting notes around the positioning, ultimately occupying this positioning, and driving the development of the entire category. Figure 8: Brand strategic positioning introduction process This article talks about Xiaohongshu marketing from the perspective of positioning theory. There are many knowledge points about positioning, and there is still a lot of room for extension. Although the positioning theory has mixed reviews in the market, it is indeed the clearest theory for branding. Both bloggers and brands need to find their own positioning in the early stage and create valuable and meaningful notes and content around the correct positioning. In the end, Let the entire category grow bigger and bigger and endorse the entire category.