Shulou(Shulou.com)11/24 Report--

On November 21, the CNY marketing conference of Xiaohongshu Fast Consumer Industry was officially held in Shanghai. Xiaohongshu invited external research institutions, cultural scholars, fast consumer industry brands, professional media, blogger representatives and other ecological partners to discuss the new trend of 2024. On the day of the conference, Little Red Book business joint research consulting company Ruicong jointly released "Little Red Book 2024 CNY Industry Trends" to establish a trendy Spring Festival marketing weather vane for the brand, while cooperating with a series of Spring Festival blockbuster IP targeted by the platform, to create Spring Festival marketing nanny-level solutions for the fast consumer industry.

8 major trends help brands grasp the core marketing scene of 2024CNY

As the domestic economy returns to the normal track, the proportion of food and beverage consumption as a rigid demand is gradually increasing, reflecting considerable consumption resilience. In the face of the coming traditional New year, Chinese people's obsession with "eat and drink well" at a time of family reunion, but also put forward a huge demand and test for the fast consumer industry, and many brands will focus on layout during this period. launch a series of marketing actions, such as festive new products, promotions and so on. It is worth mentioning that people who have experienced extraordinary hardship over the past year also increasingly need a ceremony to gather courage and faith for the future while bidding farewell to the past. The year 2024 will return to China's longest and most profound cultural connotation, bringing hope to everyone in society.

Around the regained enchantment and much-anticipated 2024CNY, Xiao Hongshu also specially joined hands with Ruicong, hoping to establish a trendy CNY marketing vane for the fast consumer industry brand, and jointly explore the CNY industry trend of releasing Little Red Book in 2024, including: "it doesn't matter that the New year will forgive"-- the sensual indulgence of retaliatory eating and drinking experience; "the limited time return of childhood memory"-- hoping to return to innocence and find the experience anchor in memory. "everything that happens will be good for me"-- it will be auspicious, return to the folk customs of the Spring Festival and look for good signs; "Please pass it on to me"-- take the family to experience freshness and create small family memories; "100 little things that return blood during the Spring Festival"-- healthy gifts that care for the body and mood; "randomly generate New year's friends"-- enjoy on the road, don't make do with food and drink. "Chinese years do not engage in small ostentation"-collective sensory explosion, folk / cultural / collective resonance ritual feast; "Blood Awakening on the tip of the tongue"-looking for strength and geographical pride.

When sharing the above eight major trends, Miou, general manager of Xiaohongshu Commercial Fast Consumer Industry Group, said: Xiaohongshu's CNY has young managers of New year goods, notes with strong flavor of the year, warm and sincere sharing and discussion, with the help of young people's "homing" and cross-city mobility during the Spring Festival. Work with brands to create cross-regional, cross-online and offline, cross-generational annual flavor marketing eight CNY trend people follow the concept of small red book crowd anti-funnel, through small data and big data inspiration collision, the way and emotional expression of consumers to subdivide, accurate communication precision transformation.

Miou, General Manager of Little Red Book Commercial Fast Consumer Industry Group

At present, Little Red Book has become the "first stop of content recommendation" for consumers and an important information reference position for making New year's decisions. "Little Red Book 2024 CNY Industry Trends" is also targeted at the fast consumer industry, with accurate data exploration and crowd analysis, proving this platform for young people to gather together, and has developed into the source of new trends in CNY and the first stop for New year goods recommendation.

Following the trend, launching CNY, IP Little Red Book has become the main position of 2024CNY marketing.

On the day of the event, the screenwriter Bird also opened a round-table conversation with a number of marketing celebrities and industry experts at the scene to diversified exchange of changes in the New year that they saw in Little Red Books, and to express multi-dimensional views and golden sentences about the new trends of young people in Xiaohong Books. The screenwriter Bird said: "the posts on Little Red Book that teach people to cook have a feeling of feeding knowledge into your mouth." and often to find out how to make delicious leftover rice, and soon found that he placed an order for a new electric cooker, maybe this is the new knowledge payment. I was doing homework in the classroom yesterday, but today I'm talking about the industry at the dinner table. "

The trend of young people celebrating the Spring Festival on Little Red Books contains a high desire for knowledge and sharing, closely following and creating the latest trend in the field of food and beverage. David Rao, Managing Director of Yissop China Business Group, stressed that Little Red Book has become the first choice for young people to recognize and recommend products in their decision-making journey, and shows a high conversion rate in the whole link for consumers to purchase and share products.

Subsequently, Xiaohongshu officially released the 2024CNY industry marketing plan for the fast consumer industry. Starting from the changes in the way young people celebrate the Chinese New year, combined with data insight and content research, Little Red Book has targeted buying New year's goods / eating good food / looking for New year's flavor, which are also the most important retention programs for the Chinese New year. Only from the real life of these people, can the brand find the password of CNY marketing.

Among them, Little Red Book uses three major marketing IP: sweet Potato New year Fair, Super delicious New year Festival and Dragon Tonqiang New year Revival Plan, fully covering online trend content, brand exposure, New year purchase and offline channel marketing, etc., together with a series of major actions such as sweet potato store, New year list release, Sweet Potato New year event, Rosen convenience store national linkage, dragon hunting theme activities and so on. The aim is to help brands break through CNY traffic barriers through new and upgraded multi-dimensional content and tricks. With Little Red Book community traffic and commercial flow dual-driven, strengthen the brand exposure during the festival, combined with commercial customized rights and interests and interactive play, to create a fast recommendation and transformation of silk slippery links, leading the latest trend of 2024CNY marketing.

Prior to this, Xiaohongshu has accumulated a wealth of practical experience through in-depth cooperation with various brands in the fast consumer industry for a long time for holiday hot marketing. At the scene of the event, Xiao Hongshu also invited a number of brand representatives to share successful cases. Including a series of node marketing events created in cooperation with Yan House, Little Red Book from Shuangdan to New year and then to the Mid-Autumn Festival, helping Yan House to focus on breaking through the gift scene throughout the year, and continue to shape Yan House Bowl Yan brand high-profile and gift-giving mindset, improve the volume of the product platform, and accurately intercept the core traffic under keywords.

During the same period of the conference, Little Red Book also held a "wonderful" meeting with the theme of "da year" in Yuyuan Garden, showing the characteristic scenes of the new generation of Little Red Book coming out of the circle with creative reality, restoring the display of Little Red Book's yearly food, and inviting various brands to take the lead in immersive experience of the different "flavor of the year" in Little Red Book.

For a long time, the consumption peak of the food and beverage industry is often around the Spring Festival. As the new generation gradually accepts the voice and becomes the decision-maker of the Spring Festival, the consumer behavior during the festival is becoming shrewd and rational, and carries more expressions of self-personality and attitude at the same time. For the fast consumer industry with rapid market feedback and rapid iteration of products, grasping the dynamic changes of the new generation for "Chinese New year" has become the top priority of CNY marketing.

According to data from the Kaidu 2024 Spring Festival crowd trend Insight Project, 79 per cent of respondents believe that Little Red Book can help keep abreast of the latest New year trends and bring different new experiences, which is the "reference answer" for Spring Festival decisions in the year of the Dragon.

The brand-new catalyst habits and preferences of young consumers have made Little Red Book the first choice for both young people and brands in CNY. In the Little Red Book, which has 500 million searches related to the Chinese New year, 130 million + active festivals, and 145 million + notes related to the New year, we can see the latest insight into the cutting-edge way of celebrating the Chinese New year, dynamically showing the latest popular trend in the fast consumer industry.

On the one hand is the "complete strategy" of young people's New year trend, while combining clear trend content and characteristic crowd, launch exclusive industry marketing solution, Little Red Book connects brands and users, and becomes the most noteworthy main position of 2024CNY marketing in fast consumption and fast consumption industry.

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