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　　Online celebrity, stars, and corporate leaders have poured into the live broadcast room. However, the "beautiful-looking" live broadcast data is not necessarily a portrayal of the anchor’s strength, and it may be that false traffic is growing wantonly.

　　With the sales speed of "no seconds" and soaring sales, the sales "myth" is constantly being staged in the live broadcast room, and online celebrity, stars and corporate leaders have poured in … … Live delivery has become the most active outlet at present.

　　On the crowded live broadcast track, data traffic is a key indicator to measure the popularity of anchors. However, the data that "looks beautiful" is not necessarily a portrayal of the strength of the anchor, and it may be that false traffic is growing wantonly.

　　The reporter’s investigation found that the "grey production" that has been repeatedly banned has long been eyeing the live video platform. In this industrial chain of data fraud, fans, likes, popularity, comments, forwarding, etc. can all be "brushed", with 10,000 plays +500 likes +50 comments, which can be easily realized by purchasing a package from 20 yuan.

　　Looking for the anchor to bring the goods but being brought into the "pit"

　　Speaking of his three outreach live broadcast experiences, Liu Yun (pseudonym) described it as "simply squatting ‘ Shuikeng ’ Come over. "

　　Liu Yun is in charge of the operation of Tik Tok in a sports brand. In order to broaden the online sales channels of physical stores, the company decided to digest the inventory by means of anchor delivery. After the inspection, the company signed a commission sharing ratio with several "big anchors".

　　To Liu Yun’s surprise, at the end of May, the company’s first live broadcast was "overturned" with goods. The company found a regional online celebrity anchor with 3 million fans, which was broadcast live for 4 hours and sold less than 2,000 yuan.

　　"There must be moisture in the fan data, which is estimated to be ‘ Optimization ’ Passed. " Liu Yun said that the anchor belongs to a company, and the number of works is small, but the broadcast volume of a single work is more than 1 million, which is likely to be the power of the whole company to "raise the number". Liu Yun said frankly that the company mainly refers to the fan traffic when choosing the cooperative anchor, but the authenticity of the data has to be verified by the purchasing power of fans, so "stepping on the pit" is hard to avoid.

　　In June, the company made two more live outreach broadcasts. The number of fans of the two anchors was in the million level, and the results with goods were 170,000 yuan and 20,000 yuan respectively. Although sales have gone up, the volume of returns has also soared. "One fan placed an order for 47 items, and finally only 5 items were returned." Liu Yun’s tone reveals helplessness. Many fans are impulsive consumers. "The more they buy, the more they return.".

　　"Live delivery really helped the company to quickly withdraw some funds, but the profit margin is really not big." Liu Yun said frankly that the anchor has kept the price of goods very low, and the after-sales and return freight has increased the cost. After some tossing, it is better to find an amateur to do live broadcast.

　　"Brush" out of the data fraud industry

　　Reporters searched on different platforms with the keywords of "rising powder", "popularity" and "brushing a bill", and a large number of social groups and companies providing data services for live video platforms popped up immediately, and the "gray production" of data was growing wildly.

　　Fans, sharing, likes, comments, broadcast volume, live popularity, barrage … … The data indicators for measuring the heat of these live broadcast platforms can be converted into corresponding charging products, and some merchants also provide "package prices".

　　"Traffic data is the ticket for the anchor to enter the alternative pool of merchants, and it is also a bargaining chip." An anchor who asked not to be named revealed to reporters that many anchors will adopt the strategy of "parallel authenticity", attract a batch of "real powder" through original content, and then buy some "fake powder" to support the facade.

　　The reporter randomly joined a live QQ group, and all kinds of information about brushing data constantly dominated the screen. Clicking on a link of "self-service ordering platform", the reporter saw that it costs 1.96 yuan to buy 1,000 praises in the live room, 1.62 yuan to buy 10 shares in the live room and 3.33 yuan to brush 20 barrage in the live room.

　　The salesmen in the group told reporters that these functions of paying attention, praising and forwarding can be completed through computer programs, but comments need more part-time staff, so the fees will be relatively high.

　　Subsequently, the reporter called a company with an address in Ganzhou, Jiangxi. A person in charge said that after paying the annual service fee of 1980 yuan, all data "optimization" services can be discounted by 50%. In the price list given by him, there is no "dead powder" 0.1 yuan/piece, "live powder" is 0.25 yuan/piece, and the brush broadcast is 0.00035 yuan/time … …

　　During the interview, a number of short video users confirmed to reporters that they had closed some strange accounts without knowing it. "It is probably regarded as ‘ Live powder ’ Sold. "

　　Why is the traffic business repeatedly banned?

　　"This is the same as the early e-commerce brushing and brushing praise, but the application scenario has changed." Du Junlong, an industry insider who moved from social e-commerce to live broadcast, said that data fraud in the e-commerce field has a long history and the taste of traffic business is getting heavier and heavier.

　　According to Liu Junhai, a professor at China Renmin University, such "business" does not conform to the principle of fair competition, which will lead to bad money driving out good money. For consumers, it not only damages consumers’ right to know and fair trade, but also limits consumers’ right to choose.

　　Zhao Zhanling, deputy director of Beijing Zhilin Law Firm, said that although the anti-unfair competition law and the e-commerce law explicitly prohibit data fraud, such as swiping data, the behavior of "swiping data" is hidden, and it is usually difficult for market regulators to find it in time and actively. Whether the live broadcast platform can be found and stopped in time depends on the technology and management capabilities of the platform and the willingness of the platform to actively crack down on data fraud. After all, the platform is also the beneficiary of the "data bubble" to a certain extent.

　　A few days ago, the China Business Federation said that the Media Shopping Professional Committee of the China Business Federation will take the lead in drafting and formulating national community standards such as Basic Standards for Operation and Service of Video Live Shopping and Evaluation Guide for Online Shopping Credit Service System. All walks of life expect this move to make "live broadcast with goods" have rules to follow.

　　Zhao Zhanling said that as a recommended national standard, although it is not mandatory, it will play a guiding role in improving the "rules of the game" in the field of live delivery and helping new formats to improve quality and efficiency.

　　Liu Junhai, on the other hand, suggested that when formulating the industry self-discipline standards, we should "open the door and set the standard", especially solicit suggestions from consumers, and enhance the credibility of the whole industry through industry self-pressure, so as to boost consumer confidence.

When it comes to year-end awards, the nerves of migrant workers will be extremely sensitive. The year-end awards offered by big factories are envied by ordinary workers, but they are far behind.

At the beginning of 2023, LI was accused that he only studied Huawei’s wolf culture in enterprise management, but didn’t see any dividend mechanism in employee rewards. But at the beginning of 2024, LI fulfilled his promise to learn from Huawei in an all-round way.

Recently, the news that "LI issued a year-end bonus of 4-8 months" and "Huawei paid out a dividend of 77 billion yuan" both rushed to Weibo for hot search, admiring a group of migrant workers for a time.

After all, in this year, the year-end "red envelopes" that can receive 1-2 months are a minority, and it is common to have none. Therefore, when Huawei and LI came out to hand out the year-end bonus in a big way, it caused widespread concern and discussion inside and outside the circle.

Regarding LI’s big year-end bonus, Li Xiang, founder and CEO of LI, said, "We can’t just learn Huawei’s process, but not Huawei’s profit distribution".

In Li Xiang’s view, if the target is exceeded in 2023, more bonuses will be given, and if the target is not achieved in 2022, less bonuses will be given, so that rewards and punishments will be clear. Only learning the advanced process, not learning the advanced benefit distribution, and unclear rewards and punishments are the biggest reasons for the inefficiency of the organization, simply tossing employees. Growth, achievement and reward are indispensable.

Screenshot from Li Xiang Weibo

As an ideal learning object, Huawei lavished 77 billion yuan on year-end awards this year, benefiting at least 140,000 people, with a per capita dividend of over 500,000. What is the concept of 77 billion? The data shows that Huawei’s net profit in the first three quarters of this year was 73.056 billion yuan. In other words, Huawei is equivalent to distributing all the net profits of more than 9 months to the participating employees.

What is the ideal year-end bonus?

According to a poll of 615 people in the ideal community, among the votes that are known to give out the year-end bonus for several months, 97 people voted for the year-end bonus for more than five months. Followed by 4-5 months of voting, with 36 people. There are even people who are certified as ideal employees, saying that Ideal has issued an eight-month year-end bonus this year.

However, it is understood that people familiar with the matter in LI told Titanium Media App that the average employee is not as much as eight months, but it is definitely more than last year. It said that LI has issued a notice that employees are not allowed to disclose their year-end bonuses, including discussions among colleagues.

According to the pulse community users who are certified as ideal employees, this year’s year-end bonus in LI is generally between 4 and 8 months, with 4 months of normal performance and 8 months of better performance. Another ideal employee said that in LI’s performance appraisal standard, one M corresponds to two months, and two M’s a year is four months.

Overall, LI’s year-end bonus is more among automobile manufacturers. In contrast, traditional car companies such as GAC, SAIC and Geely generally have year-end awards of 1-2 months, and some are even lower. One user said that Geely Ningbo Research Institute only issued 5,000 year-end awards this year, while another user said that "Guangqi Honda is even worse".

This year, LI issued a large year-end bonus, which was mainly related to its outstanding performance.

In 2023, LI delivered 376,000 new cars, a year-on-year increase of 182.2%. The sales volume ranks first among the new forces, and it is also the first new force with an annual sales volume of more than 300,000 vehicles. In comparison, Weilai, which ranked second in sales volume in 2023, delivered only 160,000 vehicles, less than half of LI.

The continuous increase in sales volume, combined with factors such as the average selling price of vehicles exceeding 300,000, has boosted the performance of LI. According to the latest financial data, LI’s revenue in the third quarter (July-September) was 34.68 billion yuan, a year-on-year increase of 271.2%. Among them, the net profit reached 2.81 billion yuan, an increase of 21.8% from the previous month, and it achieved profitability for four consecutive quarters.

LI will announce its fourth quarter and annual results on February 26th. According to the forecast, LI’s revenue in the fourth quarter will reach 38.46 billion yuan to 39.38 billion yuan, up 117.9% to 123.1% year-on-year.

As of September 30th, the cumulative revenue of LI in 2023 has reached 82.12 billion yuan. If the revenue in the fourth quarter meets expectations, it means that its annual revenue will exceed 100 billion, becoming the first new force with revenue exceeding 100 billion.

Looking forward to 2024, the core goal of LI is to achieve the annual sales target of 800,000 vehicles. If successful, LI is expected to be the top luxury car brand champion in China. In contrast, BBA (Mercedes-Benz, BMW, Audi), which dominated the luxury market all the year round, sold 765,000 vehicles, 825,000 vehicles and 729,000 vehicles in China in 2023, with year-on-year growth rates of 1.7%, 4.2% and 13.5% respectively.

In order to support the annual target, LI will embark on a massive expansion of Zhang Zhilu, new product lineup and offline sales channels in 2024.

2024 is an unprecedented product year in LI, with a total of 8 new cars coming on the market, including 3 modified models and 5 brand-new models. Among them, the current models L7/L8/L9 are expected to be upgraded in March; In April, a full-extended-range vehicle, the Ideal L6, will be added. The price of this vehicle is expected to be between 200,000 and 300,000, which is considered as the key vehicle to hit the annual sales target.

In addition, LI will launch four brand-new pure electric vehicles this year, including the ideal MEGA of pure electric MPV, which has been confirmed to be launched in March, and three other brand-new pure electric vehicles to be launched in the second half of the year. By 2025, LI’s product lineup will form a layout of "1 super flagship model +5 extended-range electric vehicles +5 high-voltage pure electric vehicles".

LI’s flagship retail center has recently opened in the north, Guangzhou and Shenzhen. This is a signal that LI will expand its offline sales channels in 2024. According to the plan, LI will add more than 330 direct stores this year, aiming to expand the coverage of offline channels to all cities including fifth-tier cities. By then, the number of retail centers in LI will increase to 800, which will match the number of BBA’s sales outlets in China.

However, under the surface of the ideal aggressive sales target and expansion strategy, there are also hidden danger signals.

The first is whether the sales volume can maintain a high growth trend. In January this year, the sales of nearly 33,000 vehicles in the sector became the champion of the new forces for the first time, while LI was the runner-up with 31,000 vehicles. Since last December, when the station sold a high of 50,000 vehicles last month, LI failed to maintain the growth momentum of the previous month. Whether the new forces can regain the title in the next February is an important node for the outside world to re-evaluate LI.

In the high-pressure environment of repeated bombardments by competitors and continuous squeezing of the incremental market of the industry, it is a great pressure for LI to achieve more than 100% growth in 2024.

Secondly, can pure electric vehicles be recognized? The delayed listing of the ideal MEGA made LI, who entered the pure electric track for the first time, attract a lot of doubts. Faced with the double pressure of the layout being later than the competitors and the extremely crowded industry, it is difficult for LI to replicate the success of the extended-range track on the pure electric track.

Under the influence of various factors, LI broke out the "eight-month year-end bonus" at such a special time node, and was once again discussed with Huawei, which not only boosted morale, but also released the momentum of LI’s "far ahead" to the industry and attracted more talents to join.

For LI, which wants to expand greatly in 2024, the significance of the year-end bonus far exceeds the meaning of the "year-end bonus" itself. This wave of popularity is a good publicity for its brand exposure and reputation.

In 2024, almost everyone said, "It’s harder and more complicated". Even though there are layoffs in the industry from time to time, we still have to believe that "when God closes a door, he will definitely open a window for you." For example, enterprises represented by LI and Huawei are still expanding against the trend, speeding up their development, and awarding large amounts of year-end bonuses.

How much did the year-end awards go to the migrant workers around you?

Under the multiple influences of diverse user contacts and subdivision of life scenes, beauty care, luxury goods and fashion trends are facing multiple challenges and opportunities in 2024. How to capture the rapidly changing consumer trends, find the right segmentation scenarios, and anchor the right communication path to connect with consumers has increasingly become an urgent issue for brands.

Relying on the vigorous content ecology, massive real users and diverse consumption scenarios, Xiaohongshu marketing IP has been continuously advanced in meeting the needs of users’ self-expression and brand marketing, providing new ideas for the development of luxury clothing industry and becoming an important bridge for two-way communication between brands and consumers.

On March 28th, Xiaohongshu’s first "Joint Play" IP viewing conference — — Beauty Care, Luxury Goods and Fashion Apparel Sports Outdoor Industry Special Session was held in Shanghai. This movie will invite more than 100 brands and nearly 10 star friends from the American luxury clothing industry to gather at the scene. Through the perspective of the current industry and consumer insight, we will deeply analyze the track trend from a multi-dimensional perspective, show the new trends of Little Red Book marketing IP IP 2024, and bring new inspiration for the industry to look forward to opportunities, marketing layout and innovative gameplay.

Play a new trick of "IP broadcasting" and create an immersive romantic date.

Counting the beautiful time, seeing China, looking for the fireworks on the road, and the stranger’s day at the gate of nature, many marketing IP films gathered at this film show, with heavy premiere, limited time screening, showing in the heat and roadshow guests.

Xiaohongshu "staged" the concept core, innovative gameplay, methodology and marketing value of each marketing IP in a novel, creative and interactive way. The event exhibition ingeniously integrated the top ten IP features, and set up the road of "joint drama" outside the venue. On-site guests could immerse themselves in each marketing IP along the punch-in map, or find the inner peace of "outsiders", or they could see the shining China brand, or feel the real life at a double speed … along the "joint" route, they unveiled the "drama" together.

In addition to the novel eye-catching IP movies, many star friends have joined in, bringing wonderful performances such as talk show, dance and rap, conveying the IP value in the eyes of TAs through stage fancy, and enriching the live "watching" experience. Talk show actor Xiao Bei revolves around the scene of buying ski novice equipment in his life. Golden sentences frequently bombard the audience with joy, and every sentence is a burden, cleverly conveying "new treasures" to the public’s treasure points in a relaxed atmosphere.

When the national style meets hip-hop, when the attitude of slow people meets rap, what kind of sparks will collide? In 2019, "China New rap" won the fourth place, and the musket FireGun brought a unique national style to rap performance "Dali City", with a strong Chinese style and rap lyrics with artistic conception, which reached the ears and landed between Cangshan and Erhai in Dali, conveying the slow emotional value behind the IP "Slow Man Festival".

The IP curtain of "Xiao Mei Shuo" was opened. With the countless dancers Su Lianya in "This is Street Dance 3", a dance performance with both poetic and aesthetic feeling was brought. From the immersive lighting atmosphere, to the voice-over of poetry full of artistic conception, to the emotional dance, the guests were led to wander through different scenes such as cities and forests, which was full of appeal and conveyed the beautiful life concept of IP "Xiao Mei Shuo" as a dancer.

In addition, there are more surprises on the scene. Kiki Xu, an old friend, and Ayanga, a new friend, chatted with Minako, the head of Xiaohongshu Commercial Marketing Center, about their feelings as users of Xiaohongshu, and shared their experiences in marketing IP in the station. Kiki Xu said that because he likes to travel, the most impressive marketing IP of Little Red Book is "going out to play with stars". Share the journey with your good friends. This kind of sharing is sincere, and you will be doubly happy because of sharing.

Ayanga shared his own "film review" after the screening: everyone shared their efforts to love life in the little red book, and at the same time shared their professional knowledge with more people. As a new friend, I hope to share more about musicals with you and make musicals a wonderful part of life.

At the scene, Minako, the head of the commercial marketing center of Xiaohongshu, explained the concept of "good play": "There will be a" good play "if there is a good stage in life. Our destinations are not necessarily the same, but the passage we have walked hand in hand must be wonderful." For the new launch of marketing IP in 2024, Xiaohongshu is looking forward to working with the brand to promote business with creativity, stage more "good plays" and open a new chapter in marketing together.

Liang zi, the head of the consumer decision-making department of Xiaohongshu, explored the core of beauty, shared the beauty trend of Xiaohongshu in 2024, interpreted what new changes have taken place in the beauty trend under the mentality that users are more real and self-centered about "face" and more detailed about internal refinement, and elaborated on IP related to the beauty industry, such as "Beauty of 100 Cities", providing new inspiration and inspiration for the development of the brand in 2024.

Meng Han, head of fashion in Xiaohongshu community, gave a keynote speech on "Xiaohongshu Fashion Trend Release", sharing the new ecological trend of Xiaohongshu’s consumption decision-making from the perspectives of platform mentality, user value and user demand insight, and interpreting the 2024 fashion trend from the perspectives of "women’s power UP", "oriental aesthetics", "style reconstruction" and "color inspiration" to convey the vision of creating the next fashion trend between the platform and the brand.

Occupy the scene: link each subdivision scene and open a new imagination of experiential marketing.

In the past year, Xiaohongshu, together with more than 300 brands, thousands of stars KOL and head bloggers, has created IP feasts linked online and offline again and again. The film festival not only brought together many popular IPS such as "Little Beauty Talk", "Road Life Festival & Walking Life", "Outsider’s Day" and "Seeing China" and the new upgrade actions in 2024, but also presented a series of sports outdoor series, beauty personal care series, fashion clothing series, holiday marketing of "Every day is a good day" and multi-IP under "Planting a Grass Day Group", and also released a "new treasure product".

In the era of more emphasis on personalization, capturing the real life state of individuals and linking corresponding scenes is the key to planting the seeds of product mind and making products really close to and enter the real life of users. The classic IP "Xiaomei Shuo" connects users at one end and brands at the other. By aiming at the "Xiaomei topic" suitable for the brand and combining products, it realizes more resonant and interactive topic reengineering, helping the brand to naturally integrate marketing demands into Xiaomei content trends and communicate with the crowd in the right topic space. This year, "Xiaomei Shuo" will pay more attention to the pain points of both brands and users, open a new model of Always-on and Xiaomei Calendar, help brands participate in the content construction of "Xiaomei Shuo", and gain high-potential people more efficiently and quickly.

For the luxury clothing industry, which is closely related to the life scenes of young people, the "Road Life Festival & Walking Life" combines grass planting with offline experience, inputs new scenes for the brand, and starts a "24-hour adventure on the road" together with the brand, opening up new possibilities for people to break the circle. In this marketing journey, the brand can go out of the shelf and "run offline" with users, allowing users to "walk around, play and be planted with grass" and broaden the growth line of people and business increment.

In addition, the film festival also deeply deconstructed the little red book event IP— — Slow people’s day. Relying on the trend of cultural tourism and close to the spiritual needs of users, the "Slow People’s Festival" goes deep into the slow life scene of contemporary youth, and for the first time opens the tripartite linkage form of "commercialization+community+government cultural tourism", so that the brand can empower the slow emotional value, meet the slow life needs with product strength, and resonate with the slow people tribe at the same frequency.

Creating hot air: capturing and defining new fashion, and taking the brand from borrowing momentum to creating momentum.

Grasping the attention of young people is the proposition of brands nowadays, and the trend change is undoubtedly a keen insight of beauty care, luxury goods and fashion apparel industries. Under the evolution of the trend, the brand is welcoming new opportunities for development in grasping the needs of users, having the heat to take advantage of the situation, and having scenes to occupy several dimensions.

Relying on the crowd and ecological advantages, Xiaohongshu’s "Outsider’s Day" has developed many new lifestyles based on outdoor sports and experiences, expanding the communication dimension and space for the brand and helping the brand to grasp the business opportunities under the outdoor trend. "Outsider’s Day" fully opened the imagination of outdoor marketing and successfully turned it into a national carnival. By building a closed loop of [offline experience+new consumer demand scenario+online grass planting] for the brand, "Outsider’s Day" helps the brand stand in the outdoor trend, expand new usage scenarios, and achieve efficiency growth; It has also completed the full coverage from hardcore players to "outsiders" who are interested in outdoor activities, scrolling more users to share with related topics by participating in IP activities, and being planted by brands and products in a subtle way, reaching out to the crowd.

As a sports boom year, many brands have been gearing up. Inspired by the popular trend of sports, Xiaohongshu launched the "Everyone Sports Week" IP. On the one hand, it used the "people" east wind to integrate brands and resources such as stars, athletes, bloggers, etc., to amplify the brand volume and realize the deep planting of products; On the one hand, we will also launch a romantic and imaginative sports feast and life feast with the brand around the Olympics from an all-round perspective.

Strong grass planting: planting grass for the right people in the right community soil.

The benign interaction between the content in the little red book and business gave birth to a unique grass planting economy. Under the ecology of "Everything can plant grass" in Xiaohongshu, diversified ways of planting grass bring more possibilities for the development of luxury clothing brands, which can not only promote the brand’s global transformation, but also help the brand to break the circle.

In order to enhance the certainty of the explosion of new products, Xiaohongshu’s "Treasure New Products" focuses on the growth of new products, providing new playing tools and special resources for the brand. From the multiple dimensions of new ideas+new images+new ideas, "Treasure New Products" can help brands quickly establish the mental cognitive advantages of new products, and "Treasure New Products" will also usher in a heavy upgrade, endorsing products with the scoring mechanism of "professional treasure collectors+public treasure collectors", opening up the whole link of new products, helping the cold start, and achieving the certainty of new products.

Focusing on different tracks such as outdoor sports, beauty care, and fashion clothes, Xiaohongshu opened a series of IP to help luxury clothing brands link users and explore new marketing strengths. For example, the sportswear IP such as "CITYRUN Together" and "Let’s Start Now" presented in momo’s Life Line at the movie conference helped the brand to strengthen its professional image and expand its circle of new people by creating multiple sports scenes. The IP in momo’s Beautiful Time, such as Relax Lab, Odor Roaming Diary, Life Luxury Guide, and Truth Research Institute, create a fine marketing matrix of vertical track through the two-wheel drive of "scene+crowd", so that the beauty care brand can expand its global marketing imagination in Little Red Book; "A Day in Fashion momo" presents the IP of fashion clothes such as "A Collection of Popular slang" and "My Wear Formula", from wearing skills and fashion recommendations to new trends and brand shows, which makes the big show go out of the runway and go to life, creating more grass planting scenes for fashion clothes brands and providing marketing solutions in one stop.

At the same time, the series "Looking at China" in Xiaohongshu focuses on planting grass in domestic products, leading many domestic brands to "plant" into the content ecology of Xiaohongshu. In 2023, "Look at China" series IP went deep into the beauty track, and launched "Treasure ingredients are in China", which enabled the treasure strength of five domestic skin care brands to be transmitted to consumers in a three-dimensional way, and created a better voice position for domestic brands focusing on researching ingredients and developing products with more visible and more endorsement content, and entered consumers’ lives with a new attitude. In the future, "Looking at China" will also expand its perspective to more industries, and customize the theme game according to the characteristics of the industry, so as to realize the two-way development of the new demand of consumers and the hard power of domestic brands, and help domestic brands to open up new marketing possibilities.

From sharing the latest consumption trends in the industry to presenting the new gameplay and layout of marketing IP, this movie event set up a communication field for the platform, brands and users to promote sharing, which provided effective guidance for the high-quality development of the luxury clothing industry.

As an important position in brand marketing of beauty care, luxury goods and clothing trends, Xiaohongshu has always responded to the new changes in the industry with new ideas, continuously gained insight into the new trends of the luxury clothing industry, promoted the ecological evolution of the content in the station by creating a diversified and high-quality marketing IP, built a brand propaganda position, and helped the brand to convey its ideas, deepen its image and precipitate more brand assets and values.

Through Xiaohongshu’s marketing IP, American luxury clothing brands can not only gain insight into users’ real product and content needs, but also discover new trends and business. At the same time, with the increasingly mature marketing model and playing style of IP, they can gain new kinetic energy for crowd destruction and business growth.

In the future, Xiaohongshu marketing IP will continue to be rooted in the ecological soil of the community, based on individual living conditions and consumption mentality, listen carefully to the real sharing of platform users, and run it through different industries such as beauty care, luxury goods and fashion trends, and join hands with brands to explore more new opportunities, open up new business and achieve vigorous growth.