Xiaohongshu manages people with its left hand and products with its right hand (managing brands worth 300 million yuan)

This article starts from the merchants on Xiaohongshu and objectively analyzes the reasons why the merchants have achieved their current success based on their operating experience. It is recommended for those who want to know how to create a brand.

Contents of this article:

1. Product innovation comes from people’s understanding
2. Content innovation comes from crowd demand
3. Business people can have unlimited products
4. From operating products to operating people and scenarios
5. Business from 0 to 1, brand from 1 to 10

1. Understand that the source of product innovation comes from the crowd

How to use ChatGPT to survey people or write content that people like is nothing more than asking it some questions. Of course, this is only one aspect. The key lies in whether our product is innovative.

Whether a product can be innovative depends on the needs of the people. But it is not easy to get valuable information from people. We need to carefully design research questions and conduct in-depth analysis and interpretation of the collected data. This requires us to have certain market research and data analysis skills.

However, now we have ChatGPT, an intelligent tool that can help us complete these tasks more easily. Only by investigating and analyzing the needs of the crowd can we develop innovative products instead of just copying others.

The phenomenon of market homogeneity is becoming more and more serious, and there is no profit in the later stage. Although innovation takes some time, we can also choose another route, including shaping the selling points of the product, and conducting research through methods such as ChatGPT to help us find product highlights that are suitable for the crowd.

Of course, if you want your product to be truly innovative, it won’t happen overnight. It requires you to constantly research and explore to continuously bring better experiences to users. Using ChatGPT for research can help you obtain key information more efficiently and speed up product innovation. In addition, you can also use ChatGPT’s language generation capabilities to shape the selling points of your product, making your product more attractive.

Turtle Dad:

The success of Turtle Dad lies in his in-depth understanding of the maternal and infant groups and the partnership he has established with a large number of maternal and infant bloggers. He has 700 WeChat groups and more than 100 maternal and infant bloggers on public accounts , which enables him to conduct in-depth population research. Through such research, Turtle Dad understands the needs of the maternal and infant groups, so his product upgrades are also based on research on population needs. His idea is to think in the direction of population needs before starting to improve the product.

This crowd-demand-oriented product innovation method enables Haiguibaba to better meet the needs of mothers and infants and provide the products and services they need . This is also one of the keys to his success in the industry.

2. Content innovation comes from people’s needs

Content innovation is one of the important means to achieve product marketing and promotion, and the source of content innovation often comes from the understanding of the target audience. Therefore, I suggest that all people who make products, create content, and do marketing must have their own community or venue for communication with the public.

Then, the content you write will be closer to what people want. Whether it is targeting consumer groups, such as pregnant mothers, pet lovers, beauty lovers, home decoration lovers, etc., or other types of people, we need to understand their needs and preferences, write what they want, and better meet their needs.

Only through communication and in-depth understanding with the crowd can we write content that truly meets their needs and achieve content innovation. Therefore, communication and understanding with the crowd is the basis of content innovation and a very important link.

3. Business people can have unlimited products

When developing a product strategy, the first thing to consider is the target audience.

Managing the crowd is an important factor in product strategy. If you can grasp the crowd, then the next product to consider is unlimited. However, if you only focus on the product itself and ignore the needs of the crowd, you will be limited by the product.

Many businesses, or people who build brands, may consider making the product first. Of course, this is beyond doubt, but there is also a problem. If you only position yourself as making products, then you will definitely be limited by the product. But if you are managing the crowd, the best way is to use a product to penetrate a market in the early stage. Later, you can position yourself as a business crowd, and then you can have unlimited crowds.

EMXEE Manxi:

The Manxi brand started out as a breastfeeding bra and achieved success in the market and established a good reputation. As the brand developed, Manxi realized the importance of changing the brand positioning to target business groups and scenarios, rather than just being limited to a specific product.

This transformation has enabled the Manxi brand to have unlimited product possibilities. The brand began to launch more products related to nursing underwear, such as nursing bras, nursing pants, maternity clothes, etc., based on customer needs and preferences, and also expanded to other products related to mothers, such as baby products and household products.

Such measures can not only meet the needs of customers in a wider range, but also strengthen the connection between the brand and customers, and improve brand loyalty and reputation. In terms of business people, the Manxi brand needs to maintain foresight and innovation.

By deeply understanding the needs, life scenarios and consumption habits of the target group, the brand can continuously develop new products that meet the needs of the group and provide valuable content and services related to the group. This business approach that focuses on the group will help the Manxi brand to continuously expand its product line and continuously meet customer needs, thereby promoting brand development and the realization of commercial value.

The transformation of the brand's business model from a single product to a business model for people and scenarios has brought more product possibilities and business opportunities to the brand. By continuously paying attention to the needs of the crowd, innovatively developing products, and providing content and services related to the crowd, Manxi can continuously enhance the brand's competitiveness, establish its brand image, and establish a deeper connection with customers.

4. From operating products to operating people and scenarios

Blue Box:

Blue Box is a brand that focuses on improving people's sleep quality. Once they launch a product, they will find that people's demand is unlimited.

For example, Blue Box was initially positioned in the sleep scene, targeting people with insomnia or who need to improve their sleep quality, which provides them with a broad market opportunity. Blue Box is not limited to launching a mattress product, but meets the needs of the target population through a whole set of products.

By deeply understanding the real needs of the audience, they can launch more sleep-related products, such as sleep music, aromatherapy, eye masks, etc. Although these products seem different, they all focus on the same group of people in the same scenario, forming a complete sleep ecosystem. Although Blue Box initially used mattresses as a starting point, their goal is more than that.

For brands, they should not be limited to just one product or service, but should provide more valuable products based on a deep understanding of the needs of the crowd. By taking the business crowd as the core goal, the brand's product line can be continuously expanded and the market opportunities become infinite. Of course, in the initial stage, it is necessary to find an entry point with a certain product or service as the core.

However, this does not mean stopping at this point. Instead, brands should continue to understand user needs, adjust and optimize product lines to meet the ever-changing needs of users.

It is crucial to understand the real needs of users behind the product. This in-depth understanding can help brands develop products that better meet user expectations and succeed in the market. By continuously paying attention to and meeting user needs, Blue Box can continue to develop and grow, and establish a close connection with users.

5. From 0 to 1 for business and from 0 to 10 for brand

To build our business from 0 to 1, we need to find the right product, make it well, gain a foothold in the market, and slowly win market recognition.

The next step is to scale horizontally:

First, vertical positioning , understanding the user's scenarios and real needs, so as to establish a strong brand image in the market;

Second, horizontal expansion allows for more product categories. These two points are all about solving users’ scenarios and real needs, and cover a wide range.

Therefore, the market is logical, and there is also a logic behind people’s needs. If you can grasp this logic, you will find that your ideas will be clearer when you make products. At the same time, we also need more team funding budget.

However, a successful brand must be built on a clear blueprint. Only in this way can we better develop the market, create products and brands. From 0 to 1 is the starting point of building a brand, and from 1 to 10, more efforts and innovation are needed to achieve the overall upgrade and expansion of the brand.

Summarize

Understanding the needs and scenarios of the crowd, including the crowd behind the entire brand, is the key to innovating better products and content. We need to apply this understanding to the entire business process, from operating products to operating crowds.

In this process, we need to pay attention to the order of vertical positioning and horizontal expansion. It is safer to find market segments through vertical positioning and then occupy the market through horizontal expansion . Ultimately, our goal is to build an excellent brand from 0 to 1, and make the brand bigger and stronger from 1 to 10.

Author: Zhuang Jun

Source: WeChat public account: "Zhuang Jun"