How to use positioning theory to promote the release of little red books?

as a little red book marketer, why should we talk about positioning theory? Because whether it is an individual blogger or a business owner, the final destination is the word "brand", which occupies a place in the user's mind and realizes named choice. First, what is positioning? Let's talk about "positioning" first. The positioning theory is trout & Reese put forward in 1969 that the core battlefield of business war is in the minds of customers, not factories and markets. Positioning is how to make you different in the minds of potential customers and explain your reasons for existence from an external perspective. In other words, you exist because you are in the user's cognition. If you think of Coca-Cola, you think of Coca-Cola. This is the mental power. Imagine that when your brand or account is in the user's mental ladder of buying, or when your account has the user's choice about a certain category, you will realize mental pre-sale. The emergence of positioning theory is of great significance not only to the economic field, but also to brands and bloggers. Second, the significance of positioning The economic significance of positioning is the division of labor. Adam Smith mentioned in The Wealth of Nations that the finer the degree of division of labor, the greater the market rules and the more wealth created. In other words, your position is social division of labor. After you get this division of labor, you should think about whether you can do things well. Positioning for the brand is to find the reason for its existence, at the same time, choose the place where the enterprise will fight, and then assemble all the resources and forces to invest in this battlefield, and never waste resources in the non-decisive place. Positioning for bloggers explains who you really are, what value you can provide, and how different you are from bloggers in the same field. Even if everyone is doing OOTD, then whether you are a workplace, an Internet giant or a designer OOTD, your differentiation will be more obvious. Third, positioning the underlying logic. Why does positioning appear? It stems from the explosion of communication, product explosion and information explosion. Users have to contact a lot of noise every day. In this huge noise, it is more and more difficult for brands to enter the customer's choice. At this moment, it is necessary to explore the customer's mental situation. Mind is the key point for users to recognize the world and make decisions, and it mainly has the attributes of seeking certainty, simplicity and novelty. Seeking stability: mental insecurity, so if you want consumers to pay attention to you and buy your products, you need to be clear about the reasons for buying; Seeking simplicity: the mind hates chaos and complexity, so simple information is easier to enter the user's mind; Innovation: the capacity is limited, and the mind will store it by category. Before positioning, the first step is to solve the problem of category ownership. First, check your homepage to see if you can let users know what you do. The law of mind also reflects the brand and the blogger's planting grass, for example, in order to reflect the professionalism, the blogger reflects the professional attributes in the introduction and naming; If you want simplicity, you must choose a selling point that users can understand, and it is best to plant grass with one selling point; In the way of seeking novelty, when the new category is publicized, it borrows the original category to publicize and reduce the cognitive cost. Specifically, how to use the positioning theory to guide mainly from the following aspects. Fourth, how to use positioning to make the era of small red book information explosion, the shortcut to entering the consumer mind is to become the first. In the mental competition, victory often belongs to the first person, the first product and the first politician who enters the minds of potential customers. Whether it is a brand or a blogger, make yourself the first in the category and really let users remember you. Specifically, how to use the positioning theory to make positioning is mainly from the following four steps. Step 1: To judge the competition of brands in Xiaohongshu, it is necessary to analyze the competitive environment of potential customers. We can use category drop-down words and keyword planning tools, as well as search terms to see which brands have occupied the positioning and whether they have opportunities. If they have positioned themselves and occupied them in Xiaohongshu, they can be solved by expanding the new circle and rejuvenating the new strategy, and the other three types. Figure 2: How do different types of enterprises occupy and position themselves? For bloggers, they must first choose their own fields. Food, beauty, fashion, travel, and motherhood are all good fields. If they are not clear, they should search around their careers, hobbies and life. Figure 3: The breakdown of Little Red Book Category Occupation: The occupation you are currently engaged in, the knowledge you can export, such as operating, writing operational knowledge, managing money, writing about financial management, doing psychology, and positioning around psychology. Hobbies: What do you like and are interested in? For example, if you are interested in dressing, makeup, calligraphy, dancing, writing, music and other fields, you can start around hobbies. Life: the living conditions of different groups of people, such as students, family cooks, work, models and other areas of life. Individual bloggers, in the choice of reference accounts, are divided into big V levels, with fans above 2W, which is the ideal goal. Fans of 2-1W should study hard, and fans of -2W should focus on reference. For Xiaohongshu, which just started to operate, -2W fans are our main reference objects, and we will make a benchmark reference from the aspects of personnel design, content, topic selection, explosion and realization methods. Step 2: Define the positioning. For the brand side, when launching, refine its own positioning, form selling points according to the positioning, divide the selling points into interest, function and scene selling points in Little Red Book, and then lay out the selling points corresponding to different people, scenes and types. Figure 4: Little Red Book Selling Point Tool House For bloggers, choose what kind of blogger you want to be. As mentioned above, even for OOTD bloggers, we should be able to be the first in the category of OOTD. Step 3: Support positioning. After finding the concept of positioning, support this positioning from the perspectives of naming, positioning language, visual hammer, brand story and trust story. For example, Feihe brand is positioned as infant milk powder which is more suitable for China's baby's physique. In brand advertising and promotion of talent selling points, it shapes infant milk powder which is suitable for China's baby system, so as to consolidate the mental cognition of infant milk powder which is more suitable. Figure 5: Interpretation of the positioning of Feihe milk powder in official website Figure 6: Details of the placement of Feihe Xiaohongshu. Personal blogger: wake up to drink tea and position the tea blogger. Name: brand+category name, highlighting the attributes of tea, with high recognition, and its profile is also a strong positioning, a guide to preventing pits of good tea, a master of tea science+ordinary office workers, highlighting the professional strength of tea, and Yi En backstage view, its powder rose by 65, yuan in 6 months. The core of the notes revolves around the strategy of drinking tea, recommending good tea, buying tea and avoiding pits, and strengthening the positioning of professional tea drinkers. Figure 7: Wake up and have a cup of tea. Step 4: Occupy the positioning. According to the positioning, sort out all aspects of the internal allocation of the enterprise, strengthen the positioning, support the matching resources and operational allocation, and finally occupy the position in the customer's mind. The criterion of judgment is that when users want to find a certain category, they think of you at the first time. For brands and bloggers, it is to firmly take notes around positioning, and finally occupy this positioning and drive the development of the whole category. Figure 8: Introduction process of brand strategic positioning This paper talks about little red book marketing from the positioning theory, and there are still many knowledge points about positioning, and there is still a lot of room for extension. Although there are different opinions on the positioning theory in the market, it is indeed the clearest theory for branding. No matter for bloggers and brands, they should find their own positioning in the early stage, make valuable and meaningful notes and contents around the correct positioning, and finally make the whole category bigger and bigger and endorse the whole category.