Notice: The exclusive Xiaohongshu delivery tool for clothing people is here| Zhixiaohong is online! (There are benefits at the end of the article)
Is there a big advantage to doing a clothing business on Xiaohongshu?
In 2022, Zhiyi Technology interviewed relevant practitioners in the upstream and downstream of various clothing industries, such as fabric manufacturers, first-line high-end women's clothing groups, and online celebrity e-commerce brands, and they all mentioned the keyword "Little Red Book".
One of the default opinions in the clothing industry is that Xiaohongshu fans are "very valuable", even an amateur KOC account with hundreds of followers can release the brand's advertising demand because of Xiaohongshu's "beauty" and "grass" attributes.
But then a problem is that there are so many talents, and there are different fan groups for different talents, some of them are the student party pursuing parity, some are petty bourgeois white-collar workers who favor light luxury, some are niche interests are patriotic style/two-dimensional, and there are more styles interspersed with a variety of stylesThe brand couldn't figure out his real fan portrait and spending power for a while。
"The right influencer is hard to find"
"I can't track the effect of the influencer in the first place"
"There are too many middle and tail influencers on the delivery, and the management is too troublesome"
……
Therefore, for brand merchants who are interested in running a clothing business on Xiaohongshu,Efficiently and accurately find the most suitable and cost-effective cooperation/delivery account for your own tone and carry out cooperation management, is a very important thing.
RecentZhiyi Technology independently developed and launched the "Zhixiaohong" productIn view of the various problems encountered by clothing merchants in Xiaohongshu, we use data to provide more accurate, timely and efficient products"Talent Placement Cooperation Guide", 4 ways to ensure that you find the right benchmark and determine the delivery effect。
Nowadays, no matter how big the name is, the cooperation of enterprises also needs to be carefully calculated, especially to find talents who match the tonality to ensure that the ROI is at a high level.「knowLittle RedInOn the basis of massive talent data, we are committed to eliminating information gaps in every cooperation.raisehighcastFlow accuracydegree。
10W Featured Apparel Talent Library
From top stars to amateur KOCs, from planting grass to dressing and sharing,"Zhi Xiaohong's" [Talent Library]It covers more than 100,000 selected clothing experts.
Based on intelligent algorithms,"Zhi Xiaohong" can be automatically parsedAfter the content of the master's notes, you will be directly willedThe category and brand of influencer association/plantingTo help clothing merchants accurately lock the goals that match their own categories, which greatly improves the efficiency of preliminary screening.
Multi-dimensional and efficient screening of talents
【Talent Library】HomepageIt provides five dimensions: statistical time, influencer information, fan portrait, note information and advanced filtering, for users to make refined choices based on their own needs.
In the dimension of influencer information, whether it is the women's clothing, men's clothing, and children's clothing industry to which the talent belongs, or the number of fans, identity, style, region, and even refinement to height and weight, it is supportedAccurately match the accounts with strong associations。
As the image above shows, the search results for "Women's Clothing Lady Style Followers 1-5W Fashion Blogger" are also supported furtherExplosive rate, contact informationand so on to do in-depth screening, and based onThe number of fans, the number of followers, the number of notes, and the number of interactionsThe results are used as data support for the evaluation of influencers to reduce the risk of subjective decision-making.
After the initial screening of the worthy influencers, it is also necessary to conduct an in-depth and detailed investigation of each candidate influencer, including the historical delivery effect and fan portrait of the influencer, in order to better improve the accuracy of the placement.
Grasp all the information of the influencer at once
Click on any avatar to enter the homepage, in addition to the basic information such as the profile and contact information below the avatar,【Talent Overview】Basic statistics were made on the account's recent interaction data such as likes, favorites, comments, and shares.
There are others on the right side of the pagePlant the most grass and have the best resultsFeatured inventory, the drop-down and the intuitive data trend chart, are all to facilitate users to quickly grasp the recent core data performance and publicity focus of the talent note.
Review the historical cooperation effect of the talent
Click on the sidebar【Talent Analysis】, the user can passCooperative behavior analysisLooking at the details of the cooperation in the notes, as shown in the figure below, we can intuitively see that the talent has more graphic notes in the past 30 days, and the interaction between the jacket and the half-coat/windbreaker is higher.
Scroll down the page toAnalysis of the effect of cooperationIn view of the interaction, likes, favorites and other data of the influencer's notes, as well as the distribution of high-frequency words and topic analysis, "Zhi Xiaohong" has also been integrated and sorted out, so that brand merchants can fully understand whether the influencer is consistent with their own tonality.
Through the analysis of the cooperative behavior and cooperation effect of the influencer's historical notes, we can judge the target from the interaction trendThe clothing categories and styles that influencers and their fans preferAchieve more targeted and accurate delivery that is more in line with the target group.
Analysis of influencer fan portraits
at【Fan Analysis】page, through the trend of fan increment and total fan data presented by the line chart, we can further understand the activity of the target influencer and the content explosion rate.
【Fan Portrait】As shown in the figure, we can know that 92% of the blogger's users are between 18-34 years old, which is suitable for women's clothing brands with consistent consumer groups.
In addition to dissecting influencer data, clothing brands can also refer to itCompetitors' Xiaohongshu streaming strategies, both to complement the latest trends in the industry and to discover new collaborations through their movements.
Insight into brand advertising strategies in one second
Take an international brand as an example, in "Zhi Xiaohong".【Brand Library】Click on its avatar to enter the page, and you can get the recent brand advertising data and the best work display as soon as possible, as well as the influencers with the most cooperation and the best effect.
at[Delivery Analysis]page, it is easy to observe the volume of influencers strongly associated with the brand on Xiaohongshu, as well as the identity distribution corresponding to the clothing industry, with women's clothing brands being the majority, among which the number of fans is 1-5W.
【Co-Hosts】The page also includes influencers whose recent notes are strongly associated with the brand, which allows users to sort from the dimensions of interactions, likes, etc., and efficiently understand the brand's advertising strategy and delivery talent matrix in Xiaohongshu.
Dig deeper into the demographics of competing brands
at[Advertising behavior analysis]middle"Zhi Xiaohong" aggregates the multi-dimensional fan portrait characteristics of brand placement.
Also take an international brand as an example,We can clearly see the pairs of its fansEveryday casual style preference, as well as being more accessibleSweatshirts, dresses, dresses,Precise masterycharacteristics of the target group of the brand,forPlant grasstacticsOptimizers are availableToward.
As we all know, a popular clothing note is often supported by a potential/popular style.
In "Zhi Xiaohong", in addition to matching high-quality influencers through the [Talent Library] and [Brand Library] to continuously track the delivery effect, you can also make full use of it【Notebook】Notes on the hit model,It is a "shortcut" to explore style trends。
Click on the homepage【Notebook】button, the homepage supports quick screening from subdivided vertical dimensions such as time, industry, category and design elements, and can also be sorted according to the number of interactions, which greatly improves the efficiency of finding money in Xiaohongshu.
Enter any note details page to get an overview of interaction data such as likes and favorites. Click on the avatar below the title, and you can also jump to the details page of the influencer, which is easy for users to understandThe promotion matrix behind the hit。
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