The quarterly GMV has gone from 0 to 20 million, and the real experience of Xiaohongshu, a 10-year clothing veteran
2023-06-07
Zhiyi Technology
Xiaohongshu is becoming a hot spot for tens of millions of clothing merchants to grab the beach.In Alibaba, Taotian Group has emphasized that "The e-commerce platform of the future is the best content platformToday, Xiaohongshu is on the cusp. As many brand merchants have recently felt, compared with the intensifying involution and competition of traditional e-commerce platforms, XiaohongshuIt has been identified as an effective channel that can generate significant conversions and sales。So we saw that the rebirth of the old brand and the birth of the new brand were staged in turn on Xiaohongshu. As far as the apparel industry is concerned, merchants from all over the world have opened accounts and stores on Xiaohongshu, actively interacting with fans and cooperating with influencers, trying to build their own traffic and obtain higher sales.All this shows thatXiaohongshu influences the important decisions of the majority of clothing merchants。However, the road to the nuggets of clothing brands flocking to Xiaohongshu is not an easy one. How to build a content system? How to resonate at the same frequency with the talent? How do you maximize your return on investment? A series of new problems still need to be explored and understood by merchants.Recently, Zhiyi Technology visited a clothing company with a scale of 80-100 people, and discussed with the person in charge, Brother Hui, how he works on the Xiaohongshu platform.From 0 to 1, Xiaohongshu explored the popular and trendy operation of Xiaohongshu, and the final quarterly GMV exceeded 20 million"ofOperational experience, by the way, I would like to share with you the thunder and pits that have been stepped on in the operation of Xiaohongshu, a small and medium-sized clothing business.Brother Hui said that their company only started to operate Xiaohongshu at the end of 22 years, and it was only used as an ordinary product exposure channel before.never focused on operations,Regularly put a dozen to dozens of notes every week and month, which is purely traffic auxiliary nature.
The reason for the change is mainly due to a communication between Brother Hui and his peers and friends, from which he learned about the notes placed by the other party on Xiaohongshu and the experts who cooperatedIt can bring in 2000 sales per month。 At this point, Brother Hui immediately believed that it was necessary to focus on the operation of Xiaohongshu, and repeatedly held meetings to discuss and re-plan the company's Xiaohongshu KPI for the new year, and subsequently set up a special operation team of 15-20 people for Xiaohongshu.
But there are many good things, and when it comes to the official operation of Xiaohongshu, Brother Hui really feels this placeThere are very big differences between it and the Tao platform, including the way the platform plays and the user behavior habits are very different。 At first, they were accustomed to adopting a single-group operation approach, and when faced with a more active and wider user base and content output on Xiaohongshu, they naturally encountered difficulties in adapting to the soil and water.
Taking the recent popular "dopamine dressing" as an example, it is difficult to define such a specific style with Tao thinking, because it is necessary to gradually split the outfit to interpret it in modules and categories. Xiaohongshu is different, the strong community grass planting atmosphere makes the traditional style definition unable to meet the hot trend of Xiaohongshu's high-frequency iteration.Therefore, this requires:The operation of Xiaohongshu of clothing brands should have a more refined gameplay, whether it is looking for styles, talents or trends, it needs enough accurate data to "take the pulse" in advance。This is also encountered by the operation of Xiaohongshu of Huige's companyThe first challenge is that the data is not comprehensive。Due to the incomplete data, in order to be able to grasp the hot trends on Xiaohongshu in a timely manner, the Hui Ge team can only keep up with the trend as much as possible through mechanical and tedious manual operations. After all, the apparel industry is extremely sensitive to fashion trends, and once a brand misjudges or delays hot spots, it will directly lead to poor sales response, which will not only be difficult to digest the existing inventory, but also face the risk of price decline and unsalable. In particular, Huige's main customers are young people born in the 95s and 00s, and this risk is even more significant.
The second problem is the follow-up problem caused by the incomplete data – it is difficult to find reliable co-hosts.According to Brother Hui, in order to find a talent that fits the brand style, they deliberately used 10 mobile phones to raise an account, and waited for the system to mark the account by constantly swiping specific notes, just to find a talent who is relatively consistent in the random information flow recommendation. But that's itThe time-consuming and laborious human flesh "brushing the machine" did not turn out to be satisfactory, and there was not much effective information that Brother Hui could get。
The trouble is that "raising the number of users" is only the first step, and the follow-up data information such as the number of fans of the target talent and the number of recent note interactions need to be noted in the local table one by one. And under the pressure of budget constraints, it is necessary not only to match the style of the influencer, but also to have a high cost performance between 1-20,000 fans...Under various conditions, Brother Hui's team found very few talents through manual screening, but theyThe team also consumes 1 to 2 days a week, which is inefficient and ineffective。Looking back on the pits he has stepped on in the past, Brother Hui thinks:"I think the main drawback is inefficiency. There are many data indicators that need to be observed in the operation of Xiaohongshu, in addition to the number of interactions, there are also like-fan ratios, like-collection ratios, explosive article rates, etc., which are purely based on manual or long-term experience judgment, and there will inevitably be mistakes. ”In order to solve the above series of problems,Brother Hui finally chose the "Zhixiaohong" product of Zhiyi Technology。The main opportunities for cooperation are:Recommendation from clothing e-commerce friendsCombined with Brother Hui's own experience in the garment industry for nearly 10 years, he has heard of the professionalism of Zhiyi Technology in the garment industry, and has also been exposed to other products of Zhiyi, so he applied for a trial.In the trial process of Brother Hui,"Zhi Xiaohong"He was attracted by the following points:
（1）AI has strong recognition capabilities: During the trial, I clearly felt Zhiyi's powerful AI clothing recognition ability, whether it is the [Style Definition] in the [Notes Library] or the results filtered out by the [Talent Library] type tag, which are relatively accurate and in line with the brand style;
（2）It's easy to find influencers with fan portraits: Due to the exchange of sales data between "Zhi Xiaohong" and the Tao system, you can directly select "Gender Proportion" or "Order Proportion of Fans" through [Fan Portrait], and you can easily screen out Xiaohongshu influencers who match your own brand consumer portraits, so as to improve the efficiency and accuracy of talent research in the early stage.（3）The monitoring & group viewing function is very usefulIn the past, Xiaohongshu operation needed to manually sort out notes on the whole network to analyze brand trends, which was a cumbersome and time-consuming process.
（4）Data analysis is intuitiveIn the past, it was difficult to do macro analysis of the situation of influencer placement, likes, collections and interactions of talents, etc., and intuitive data analysis such as Xiaohong monitoring station and trend insight reduced the problem of local data analysis and data delay.
（5）It is very precise to focus on the field of clothingCompared with other software bought by friends, the clothing data of "Zhi Xiaohong" is significantly more accurate, and the number of notes and talents retrieved is also more.
On the other hand, Hui Ge has also learned a lot of the same type of data software on the Internet before, and it is unlikely that multiple software will be used at the same time for daily operations due to cost and collaboration considerations. Combined with the feelings after the trial, after comprehensive comparison, Brother Hui finally chose "Zhi Xiaohong".With "Zhi Xiaohong", the problem of "incomplete data" mentioned above will naturally be solved. At the same time, in the face of these huge data,"Zhixiaohong" also provides functions such as tag filtering, monitoring, and following to help users easily search for the content they need, as well as a clear and intuitive data dashboard。 Based on this, the problem of "raising the number and brushing the machine" has also been well solved in "Zhi Xiaohong", and the Hui brother team evenYou can also spare 1-2 manpower to develop new business modules and assist Xiaohongshu in operation。Using "Zhi Xiaohong" so far, Brother Hui still has a great understanding:"Zhi Xiaohong not only greatly improves the efficiency of our talent and money, but also makes the company's operation more professional and systematic, which is manifested in the following aspects:1) From the rough advertising in the past, it is now carried out first through the talent database and note librarySearch with precisionWhen you are not sure whether the influencer fully meets the requirements, you can monitor him for a period of time to see the data trend;2) A rich selection of style labels, so that we can quickly find influencers who match the brand's style, and they canCustom style labelsas a requirement to submit product iterations;3) After the streaming, we still pay attention to the number of likes and interactions of the influencers, and the monitoring station function of "Zhi Xiaohong" has been realizedBatch monitoring。 It is mainly judged by the number of likes and interactions in the notes, and pays more attention to the feedback of the content in the comment area. It also gives an A, B and C rating for the number of notes that have been streamed. For example, in 10 notes, the number of likes over 500 is A, 200 is B, 100 is C, and less than 100 is DAnalyze the performance of your notes holistically and speculate on the effect of streaming。At present, these are the ways to play, and new ways to play are still being developed. All in all, after using "Zhi Xiaohong" for half a year, I feel that all aspects of cooperation have become more and more harmonious.Whether it is Xiaohongshu's money search, delivery, or final data analysis channels, all of them are very smooth, which is the key to our GMV exceeding 20 million in the second quarter。“Finally, if you want to know more"Zhi Xiaohong"And apply for a trial, you can pull downScan the code at the bottom of the picture, we will contact you as soon as possible~
