Let’s not talk about the big omni-channel brands first.

[sabarina38]

I think that brands such as IS , BN , and Huajie Food and Health , strictly speaking, belong to Xiaohongshu brands, from planting grass to conversion, and then to all in the Xiaohongshu platform. Although they currently occupy a small share of the category, they have already occupied a core position in this category on Xiaohongshu as a whole. 1. Personal care brand: IS IS was established in 2019. It is a personal care brand under Mika Life that focuses on vc whitening . The product was launched in June 2020. On October 11, 2021, it completed a tens of millions of rounds of A financing, which is mainly used for research and development, multi-product line expansion, and brand building.



wait. With the help of the official product experience platform and user feedback, the product has been upgraded three times from " early stage milk-capped shower gel " , " mid-stage milk-capped pearl shower number library gel " and " pump-out pearl shower gel " . Through the brand - platform - user word-of-mouth feedback mechanism, the three product upgrades have been completed, successfully creating the " pearl " product memory point and laying the foundation for in-depth brand recognition. Figure 3 : IS product upgrade diagram After deciding on the style of pearl shower gel , use influencer recommendations + advertising, especially advertising, to create a hit article, and then look at the conversions on and off the site.



Figure 4 : Xiaohongshu effect delivery model Judging from the current sales, Xiaohongshu has become its core sales channel, with Douyin and Tmall serving more as auxiliary channels. The monthly sales of pearl shower gel on Xiaohongshu are over 80,000 , and it is also continuing to use influencers and advertisements on Xiaohongshu. Figure 5 : Is IS on Xiaohongshu or Douyin? 2. Jewelry Brand: BN Bailan BN is a new niche brand in 2021, focusing on rings, earrings , and necklaces. Most of the materials are pearls and silver jewelry. The average customer price is between 150-2300 yuan . The main product price on Xiaohongshu is below 1000 yuan. The model is the owner himself, and the brand tone is an intellectual and elegant style. .