How to launch a catering brand in Xiaohongshu?

Recently, I was writing an article about the operation of Xiaohongshu. I met some catering bosses and asked how catering brands could be promoted through Xiaohongshu marketing. Unlike e-commerce customers, food and beverage distribution has feedback in real time. Due to the delay in delivery, it is difficult to verify in the store, and the short-term effect of launching a small red book is not so fast, and there are few cases of launching a full red book and brand. Isn't Xiaohongshu suitable for food and beverage takeout? In my opinion, it's not like this. On the contrary, there is a greater opportunity, and the potential energy of the brand in Xiaohongshu will be higher and higher. Specifically, how Xiaohongshu develops the catering industry starts with the catering format. Insight into the industry: 4 trillion market, insight into people's natural adaptation to grass: low penetration rate, B2K2C mode delivery strategy: professional number+talent delivery+amateur UGC I. Insight into the industry: 4 trillion market, people's natural adaptation to the catering industry, compound annual growth rate 10. 1%. Although the epidemic has repeatedly ravaged restaurants and restaurants, as the people's just need, how can new brands grow up under this background? In my opinion, on the one hand, they start with brand infrastructure and innovate in category selection, door head and menu; On the other hand, they get rid of the dilemma of traffic purchase and establish traffic sovereignty through new channels, that is, through Xiaohongshu and Tik Tok new media. At present, mainstream catering brands are concentrated in shopping centers, and young people are the core population of shopping centers, which naturally coincides with the users of Xiaohongshu. In addition, food has surpassed beauty cosmetics and become the first category with the highest attention of users of Little Red Books. Therefore, catering brands have natural adaptability in planting grass in Xiaohongshu and have a broad mass base. Figure 1: The data comes from thousands of melons, but as a restaurant owned by Gourmet, Xiaohongshu grows grass in general. Capture the number of notes put in the restaurant for 30 days through data, but the number of notes put in is only 175, the number of brands put in is only 1 1, and the amount of data put in is 1% of beauty cosmetics. From the perspective of the whole brand, the fast food industry's hometown chicken, McDonald's, KFC and other brands. Figure 2: Many people may say that the catering business of Xiaohongshu is online, which just shows that catering is not suitable for Xiaohongshu. On the contrary, in my opinion, catering brands have a huge bonus opportunity in the launch of Little Red Book. Who will seize the market first, make a good layout and continue to enjoy the dividend? Second, the insight into planting grass: the two mysteries of planting grass. Why is B2K2C mode so suitable for small red books that grow grass in restaurants, while the brand planting grass has a low penetration rate? I have talked with many catering bosses and found that there are two common reasons. The first is that there is no way to measure the effect of the little red book. I don't think Little Red Books can measure the proportion of production, but it often costs money but has no effect. The second one doesn't know how to put it in the little red book, let alone how to lay it out. First of all, about the effect evaluation, first of all, Xiaohongshu is a grass planting+decision-making platform, so Xiaohongshu was launched early to let users know about the brand, generate interest, and then buy and share word of mouth; Secondly, the grass planting in Xiaohongshu has a long tail effect. When notes are produced, if they are explosive, they can continue to bring drainage. Therefore, the early assessment standard of Xiaohongshu should be through explosive interaction, and at the same time, it should be transformed in the store to establish a closed-loop mechanism. A coupon should be set in the little red book. After the user enters the store and checks out, he can also ask the user through what channels to understand the brand, so as to monitor the traffic of Xiaohongshu and evaluate the effect of Xiaohongshu planting grass more fairly. Secondly, in the launch of Little Red Book, it is mainly the cooperation of talent+enterprise number+user, which is the unique B2K2C mode of Little Red Book. By establishing the enterprise number, the brand can write the corresponding content, and at the same time, the notes can get more traffic through the traffic tool. At the same time, it attracts KOC and KOC to share with high-quality products, which affects consumers' decisions, and then users share their experiences on the platform. How to cooperate, start with the professional number. Figure 3: The user model of Little Red Book B2K2C3I. Delivery strategy: professional number operation+talent delivery+amateur UGC 1. Professional number operation: establish positions, finely launch catering stores to operate in Xiaohongshu, and establish a professional number base. The way to establish a professional number is to log in to Xiaohongshu official website, click on the professional number, upload the business license and food business license, and pay the 600 yuan certification fee. After passing, it will become a professional number. Figure 4: After registering the professional number, the professional numbers of official website and Xiaohongshu can be bound to the offline store address through the PC background, so that after reading the notes, users can click on the account, see the offline stores, see which stores are nearby, and then click Select to see the relevant notes of the selected store, so that users can see the food situation of the store more clearly. Figure 5: Taier pickled fish shop is bound to take the professional number as an important place for brand voice. Content planning can be carried out around new products, public relations activities, lottery activities, daily operations and other activities. Please refer to the following catering brand operation plan. Fig. 6:3 15 and other catering brands. After the sauerkraut incident was exposed, Taier made a solemn statement using the professional number, saying that Taier had no cooperative relationship with sauerkraut enterprises. After the instructions were released, the user commented on the factory address below, and then the official number of Tyre released the relevant test report. Through this wave of operation, Taier also announced the safety of sauerkraut to users, which is an open method and has won fans. Figure 7: In addition to content planning, Taier Sauerkraut declares that the professional number of notes can also be advertised, and the notes of experts and amateurs can be reproduced. Then, through the effect advertisement, users are selected to pay attention to food users in targeted delivery, thus accumulating users on the Enterprise. You can also intercept search keywords, such as online celebrity food shops in Shanghai, where to eat on weekends, Shanghai milk tea recommendation, etc., so that your notes can appear in 3, 13. 2. Talent transportation: Fine transportation to create a perfect catering transportation. In addition to business operations, talent transfer can also create public awareness and attract more users to punch in the store. In the transportation of talents, we must first give talents a communication point. This communication point is best to explode, so that users can communicate twice after reading their notes. For example, Shanghai coconut chicken hot pot, 23 degrees is not too cold. At first, the publicity focused on Yan value, pure white decoration and faint coconut chicken hot pot, which was super suitable for painting. At first, all the publicity pictures we saw were beautiful women. In the second stage, after Wang Sicong punched in many times, Daren spread the selling points around the best chicken coconut+Wang Sicong, and the national husband Wang Sicong added coconut chicken hot pot. Users were more willing to click on the notes. Figure 8: 23 degrees is not too cold. In chicken coconut, remember the following points, and write down the price, brand products and specific store address clearly, so that users will have a lower decision-making cycle and cost after reading the notes, and are more willing to try to enter the store. In addition, in the choice of talent, you can choose pyramid type, which is spread by amateurs in the early stage and gradually breaks through. In the specific implementation of talents, if there is an explosion of talents, you can first use French fries (similar to shake+) to increase the volume, so that notes can enter a larger flow pool, and coupons can be issued in the comment area to amplify the value of notes. Figure 9: Pyramid KOL delivery mode Figure 3. Amateur UGC: Amateur planting grass. After the real experiencer released the notes, the user went to the store to try it out. Next, let ordinary users become our media as much as possible, and let them help us publicize spontaneously. KUMOKUMO is a shop specializing in making cheesecakes. The whole storefront and style are Japanese style, conveying the brand awareness of Hokkaido cheese to users. At present, Xiaohongshu has 4,700+notes, almost all of which are experts and amateurs. Every time I go to a city, such as Shenzhen, I use Hermes, the first store in Shenzhen and the cheesecake industry as key words. At the same time, the address is implanted in the text, the taste and price are written down, and the topic label is implanted in KUMO, the first store in Shenzhen, to create a good feeling of selling as soon as you arrive. Figure10: After the release of Kumo's first store in Shenzhen, users will naturally send notes after purchasing and tasting. This kind of straight hair every day keeps accumulating new notes for the brand. At the same time, a certain reward mechanism is set up to allow users to send notes and reward certain discounts. There are also surprises in people's notes, and there is a probability of explosion, and the brand influence is gradually established. Summary: Xiaohongshu's 4 trillion catering industry has a low penetration rate and delivery rate, which is an opportunity for Xiaohongshu's catering. In the little red book, the position is established through the professional number, the store is bound, and coupons are distributed through articles and comments, so that the effect advertisement can get more advertising positions and the notes can be seen by more people. In addition, through talent exploration, we can create a feeling that the brand sells well and attract more users to buy products. At the same time, through the amateur UGC, the brand's right to speak in Xiaohongshu is continuously accumulated, and dripping water wears away the stone. For the marketing of restaurants, I'll write here first.