How can traditional brands achieve brand renewal on Xiaohongshu?

This article mainly introduces how traditional brands can achieve brand renewal on the Xiaohongshu platform, including expanding consumer groups and usage scenarios, focusing on core pain points, outputting creative content, leveraging Xiaohongshu's hot topics for marketing, and giving the brand a "younger" character.

Young consumers are gradually becoming the mainstream of the market. If old brands want to maintain sustained growth, they must capture the minds of young audiences.

Xiaohongshu is a platform dominated by young people, so it has naturally become the main venue for the renewal of old brands.

We have also seen more and more old brands successfully renew themselves on Xiaohongshu. What did these brands do right? What are some of the things we can learn from them? Let’s talk about some cases from the basics to the in-depth details.

1. Expanding consumer groups and usage scenarios and focusing on core pain points are the core paths for old brands to become popular again

As a UGC ecological community, Xiaohongshu platform is a lifestyle leader and consumer decision-making platform with a huge scale of more than 300 million active users per month. Through the text, pictures and video notes shared by users, it has become a large platform for showing young people's lifestyles and determining consumer decisions.

The nature of the platform determines the "young tone" of users. If traditional brands want to achieve brand renewal on Xiaohongshu, the first thing they need to do is to gain in-depth insights into young consumers and expand the consumer base and usage scenarios.

For example, a case we recently saw on Xiaohongshu, the corrective brace brand "Beibeijia", is a classic example of an old brand becoming popular again.

We all know that Beibeijia was originally positioned as a back correction belt for real teenagers. If it was launched on Xiaohongshu according to this positioning, it would simply use some parent-child experts to reach parents of children with hunchback problems at home. However, before launching the product, Beibeijia made very detailed insights into the population and needs, and found that young women who pursue health and beauty also have the need to use and purchase it.

Therefore, Beibeijia reshaped its brand to meet the needs of young women and made corresponding adjustments in product design and marketing strategies. By cooperating with some influential beauty bloggers and fashion bloggers on Xiaohongshu, it added key features such as "beauty", "weight loss" and "posture correction" to its products, and not only produced evaluation notes and popular science notes, but also used celebrity-style and fashion notes to achieve multi-directional marketing.

By focusing on the product's pain point keywords and deriving them from usage scenarios, the company focuses on image and body management for beauty-conscious women, as well as pain point keywords such as "weight loss magic" and "shoulder lifting, abdomen tightening, and back beauty". With the beauty traffic of Xiaohongshu, the company reshaped its brand image and shifted from the track of posture correction for teenagers to the track of beauty transformation for young women. This not only expanded the consumer group, but also the scope of product usage scenarios, which can be said to kill two birds with one stone and perfectly realize the renewal of the old brand.

2. Human-inspired operation, output of creative content

The most classic marketing of the well-known dishwashing liquid brand "White Cat" was to use the "White Cat anchor" to become popular in the "commercial war" of domestic products after the 79 yuan incident. After using a real white cat as the "anchor" in the live broadcast room of the official flagship store, everyone's attention was successfully shifted from the commercial war of various brands to the "spokesperson" of the White Cat brand. Most of the IP marketing of others is carried out through animation of account promotion content, image logo, etc., but the White Cat brand added some new creativity on the basis of IP operation.

In addition, White Cat followed the hot topic "Singers Fighting" on Xiaohongshu to carry out funny marketing. This kind of "White Cat" with funny marketing has attracted many brands that want to learn from it and request to cooperate.

Another example is Lao Xiang Ji, which has upgraded from an unknown "Feixi Old Hen" to the marketing expert "Lao Xiang Ji". The marketing of Lao Xiang Ji jumps back and forth on the users' laughter points, with a little bit of humor + a little bit of emotional expression + a little bit of sincerity. It seems that this is not a marketing account of a company, but an entertainment account. The humorous and funny copywriting has attracted everyone to watch and leave messages, to take a look at and tease this cute "Lao Xiang Chicken".

By observing the professional account of Lao Xiangji, we can find that the account has a strong sense of the Internet. It can seize the opportunity of creating hot spots for the corporate account to interact with users in time, successfully go out of the circle, ride on the popularity and interact with more consumers to enhance feelings, and strengthen consumers' brand memory and user stickiness.

Although it is an official account, Lao Xiang Ji does not use hard advertising for marketing. Most of the notes are natural complaints and updates of daily life. The cover is earthy and down-to-earth, which perfectly matches the brand's people-friendly style. The comment area often attracts heated discussions from many users. It is this kind of emotional connection in a relaxed and daily way that has allowed Lao Xiang Ji's professional account to gain more than 500,000 fans. You should know that an account with 500,000 fans is considered a top account, which is equivalent to the brand's own top account promoting the brand for a long time, saving a huge advertising budget.

3. Combine the hot topics on Xiaohongshu, keep up with the traffic hotspots, and leverage marketing

As a UGC platform, Xiaohongshu has a large number of hot topics that are discussed spontaneously by users for a long time. These hot topics are obviously more attractive to young consumers than ordinary recommendation notes.

Based on this insight, we helped our partner brand Goldfish detergent to launch a new brand on Xiaohongshu. We started by broadening the consumer group, expanding the usage field and combining it with hot topics. After conducting relevant analysis on product-oriented data, we penetrated three levels of the population based on the properties of detergent products and combined with the product selling point of "bacterial removal and inhibition, one bottle for multiple uses". We successfully captured the core population while radiating to the general basic population.

In combination with the hot topics on the site - "Beautiful meal, what to eat today, and life alone", we implanted the Goldfish detergent brand in multiple scenarios, highlighting the selling point of the product in multiple scenarios - one bottle for multiple uses. We achieved the success of multiple popular articles, successfully implemented soft implantation of the brand in multiple scenarios, and endowed the brand with a "younger" characteristic.

4. Final Thoughts

In general, if a brand wants to renew its brand on Xiaohongshu, the most important thing is to give it a "younger" character. Broaden the brand's target consumer group and extend the usage scenarios. Don't be afraid of riding on hot topics. Only by knowing how to leverage marketing can you quickly fit the platform's tone. By outputting creative content and adding some interesting young labels to the brand, you can break the inherent concept and achieve brand renewal.