In today’s highly competitive market, mid-to-high-end small home appliance brands face the challenge of effective marketing on multiple platforms. Through an in-depth practical analysis of 14,000 words, this article dismantles the collaborative marketing strategy of high-priced products on Bilibili, Zhihu, Xiaohongshu, Douyin and vertical media. From user insights to platform strategies, to specific practical methods and pitfall avoidance guides, the author combines the practical experience of multiple brands to elaborate on how to achieve collaborative growth between brands and products through precise positioning, content co-creation and user operation. This is not only a marketing guide, but also a practical manual to help brands break through in the multi-platform ecosystem.
This article originated from my consultation and companionship of three mid-to-high-end small household appliance brands in different marketing cycles (covering big promotions and daily life), and I wrote 38,637 words at the beginning, in order to balance the simplicity of the text without losing practical details, so after multiple rounds of adjustments, it became about 14,000 words that everyone saw.
Goal first, the core problem solved in this article:
1. Create core products and empower brands: Concentrate resources to build a product into a real star item, we must not only achieve a breakthrough in sales, but also use this to establish the brand’s professional image and leading position in specific categories or technologies, and endorse the entire brand, otherwise the brand’s work will become a small assistant for e-commerce GMV.
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2. Use explosive products to bring new products to assist in the promotion of sales: After the core product is launched, how to use its potential energy to drive the sales of other products of the brand, and how to effectively undertake traffic and detonate sales at the big promotion nodes (such as 618, Double 11) is a test of our ability to respond to the brand’s product matrix strategy and control the marketing rhythm.
3. Accurately cover the rigid need group and attract the flexible group: For mid-to-high-end small household appliances, some users are clearly driven by rigid demand, and the other part is flexible demand, which needs to be stimulated through scene creation and value transmission. How to accurately reach these two types of people and plant grass in their minds through in-depth content to ultimately lead to purchasing decisions is the key to sustainable growth and the strategic premise of all our brand marketing actions.
For mid-to-high-end small household appliances, consumers are almost making decisions with a magnifying glass while holding a money bag, which is very picky. Good products are the foundation, but the aroma of wine is also afraid of deep alleys, how to carry out this kind of mid-to-high-end small household appliance product and brand collaborative marketing battle is crucial.
Another troublesome industry background here is that the entire small home appliance market is permeated with an inexplicable fatigue about demand, trust, and decision-making.
In order to specifically explore the fatigue of the industry, Shuze has made very detailed industry insights and category status insights for three small household appliances with different functional scenarios. These insights lay a customized foundation for us to effectively solve the collaborative marketing of small household appliances, especially mid-to-high-end small household appliance brands and products.
Based on this insight study, Shuze mainly found that there are the following issues that we need to consider when formulating collaborative marketing strategies for brands and products in the future.
1. About user scenario education: Is it the design flaws of the product itself that cause tastelessness, or is the brand failing to effectively stimulate and match the potential needs of users in specific scenarios?
2. About user trust deficit: Under information asymmetry and negative information noise, how can mid-to-high-end brands go beyond Wang Po’s self-promotion and build a perceivable trust system?
3. About product replacement and low-price competition: What is the core value support point of mid-to-high-end small household appliances? How to make users clearly aware and willing to pay for it, rather than just pursuing cheapness?
4. Black box on the impact of long decision-making cycles: At the critical juncture of user decision-making, how can brands change from passive waiting for selection to active value empowerment, and how can they provide decision-making support information and services that exceed user expectations?
There are many more accurate insights, which will not be shown here due to space reasons.
Next, Shuze will take you to experience from the four modules of [User Insight], [Platform Insight and Strategic Response], [Platform Specific Practical Plan] and [Methodological Precipitation], how do we win the marketing synergy battle between brands and products for 3 brands in different marketing cycles?
1. User insight: Only by understanding the user’s decision-making migration journey can we understand collaborative operations
For mid-to-high-end small household appliances, the link of users’ purchase decisions is relatively long, and they will collect information, establish cognition, generate interest, and finally complete the purchase on different platforms with different demands at different stages.
Through this closed-loop link and decision-making process migration diagram of users when choosing small household appliances, we can know that if we want to do truly collaborative brand marketing, we must have a deep insight into the user’s complete life cycle journey, and accurately grasp the unique user mentality and content ecology of each platform, so as to achieve orderly guidance of information flow, gradual increase of user trust, and resonance of brand value at the same frequency, and finally achieve “product” (brand building), “effect” (mental influence), and “sales” (sales conversion) synergistic growth target.
*Bilibili strategy:
Shu Ze believes that for small household appliances in mid-to-high-end life, the brand marketing value of Bilibili must be upgraded from a simple technical parameter endorsement role to a technical personification interpreter and a deep link of scenario-based value.
Through our content matrix, users are no longer looking for cold disassembly data and exaggerated horizontal review comparisons on Bilibili, but also vivid interpretations and deep resonance of how product technology can really change lives and bring surprises.
In the core play selection of Bilibili, Shuze asked the team to endorse the in-depth content and professional interpretation of senior industry experts UP to establish users’ trust in the technical strength and quality of the product. Especially in terms of content output, it is necessary to adopt a structured content delivery matrix such as in-depth co-creation of UP main IP series content + interactive pain point scene serialization + face-to-face and technical dismantling of production and research.
Such a more structured information mutual verification matrix can not only significantly improve the search ranking of brand words and category core technical words inside and outside Bilibili, maximize the one-click triple data and in-depth interaction of videos, but also guide users to use the in-depth content of Bilibili (especially the evaluation of the head UP owner and the technical interpretation of the brand’s officials) as the core reference before making a purchase decision. In the last link, we can also efficiently undertake purchase intentions through blue chains or other components.
*Xiaohongshu strategy:
The vast majority of small home appliance brands do the same content on Xiaohongshu, such as horizontal comments and comparisons, posting orders, false lightning protection, and posing scenes, which not only looks very low, but also fails to form brand perception and mental effects.
For our high-end small household appliances with high customer unit prices, Shuze proposed new differentiated positioning of Xiaohongshu marketing to the three brands. Based on our product unit price, product category and brand voice, Xiaohongshu is no longer just a display window for home aesthetics, but should become a solution provider for ideal lifestyles, and should also be a precise incubation platform for word-of-mouth marketing for high-value users.
How to understand? It is the mission of small household appliances, especially mid-to-high-end small household appliances, in Xiaohongshu is to seamlessly integrate and significantly improve the quality of life and style of target users, and stimulate users’ strong yearning for beauty to own. This is what Shu Ze has been talking about in many previous articles: Xiaohongshu is a platform for us to do content, mind, and user, and these modules directly correspond to the transmission of brand value and the thickness of the mind.
In terms of the core play selection of the Xiaohongshu platform, Shu Ze asked the team to closely focus on two keywords: “scene model” and “reverse communication”. That is to say, we must use a beautiful lifestyle and scene penetration to stimulate users’ yearning and desire to own, use high-quality life KOLs as life models to lead the resonance with the pain points of KOC scenes to do intensive cultivation of the matrix, and also use reverse communication and in-depth dismantling of value to cultivate user trust. Not only that, in terms of in-depth marketing to users, Shuze asked the team to use activities such as life scene proposals in user interaction to maximize the collection rate of high-quality notes (representing the user’s high recognition of lifestyle and product value) and effective interaction rate (in-depth discussion and real consultation in the comment area).
In terms of content impact conversion matrix, it is structurally optimized platform SEO through various forms such as graphics, videos, and live broadcasts, and based on some link function upgrades on the Xiaohongshu platform, we have also made targeted actions to improve the accurate jump rate and final conversion efficiency of the official mall and external e-commerce platforms.
*Douyin strategy:
For Douyin, a platform for mid-to-high-end small household appliances, our overall strategic goal should be upgraded from traditional and simple impulsive function triggers to real-time decision-making based on value resonance. Shu Ze believes that content should not only pursue the eyeball effect of God reversal, but also clearly display the core value of the product through strong emotional resonance or precise solution of core pain points in a very short period of time, so as to promote our users to have the desire to buy “that’s it, I want it now”.
In terms of the core play choice of the Douyin platform, Shuze allows the team partners to firmly grasp the use of intuitive experience and instant stimulation to promote users’ impulsive purchases and quick decision-making. Specifically, we used the value short drama of scene pain point sniping + user coolness amplification as information content, and then used the real-time interactive immersive scene live broadcast from the first perspective to do scene harvesting, and finally used the low threshold + high incentive task challenge to promote users to co-create content out of the circle.
The overall strategy is to continue to optimize the core interactive data such as completion rate, likes, comments, sharing, and collections of short videos; Improve the average viewing time, GPM, interaction rate, and final payment conversion rate of the live broadcast room; Effectively use tools such as Douyin Mall, brand window, and small blue words to shorten the decision-making link from cognition to purchase.
*Zhihu Strategy:
Zhihu is the most overlooked and controversial platform for brand marketing.
However, from the perspective of the marketing input-output ratio of several 3C, health, home appliances, skin care and other brands in practice, I think Zhihu is a platform worth spending 20% of its energy to dig well.
Shuze’s strategic positioning for brands in Zhihu is that Zhihu is not only an authoritative question answering platform and a professional dismantling platform for opinions, but also a key consulting platform for mid-to-high-end small household appliance brands to conduct in-depth category education and purchase decisions for high-intent users. Brand, your goal here is to establish an authoritative cognition of “about XX technology, this brand knows best” in the minds of users through professional, objective and in-depth content, which is the key to victory.
For Zhihu’s core play, it is not as complicated as several other platforms, we just want to use professional answers and in-depth analysis to dispel user doubts, intercept long-tail searches, and precipitate brand reputation. It is necessary to use the iconic Zhihu-style in-depth long text + structured information to build a high-praise answer matrix, especially the in-depth interpretation of experts in various fields around the product to carry out product scenario thinking and in-depth functional experience mining similar to multi-party roundtables. Shuze also made a “salt selection private class” paid knowledge content construction output for a small household appliance with technological breakthroughs and innovations, and the effect was very good.
Zhihu’s overall strategic goal is to significantly improve the brand’s high-quality answer inclusion rate and search ranking under category core questions, product comparison questions, and shopping guide questions, and then cover more long-tail keywords related to product functions, technical features, and user pain points through in-depth content. When users make in-depth information retrieval and comparison decisions before purchasing high-priced products, the Zhihu content produced by brands and professional respondents is used as the preferred and trustworthy reference source, and our entire content precipitation purpose is achieved. This is more of a long tail in the later stage, in fact, it is also a future investment, and it is a product power precipitation content that must be done for the brand.
*Vertical Media Strategy:
This is different from the platform attributes of the first 4, vertical media is more like a special module, and the content can be output on Bilibili, Xiaohongshu, Douyin, Zhihu, WeChat and even online media and video media matrix.
Vertical media is a very important part of user mental marketing for 3C digital, small household appliances and other categories. However, in the actual operation process, many brands directly apply vertical media as an advertorial voice tool, which is ineffective. The content you make with the mind of advertising, users will definitely regard it as an advertisement and read and abandon it.
Shu Ze believes that vertical media should be a watcher of industry development trends, an objective arbiter of product performance and quality, and even a potential co-builder of new technologies and industry standards. Its value lies not only in a single product evaluation report, but also in demonstrating the brand’s technical strength, industry insight, forward-looking vision and rigorous attitude towards users through continuous and in-depth cooperation.
For the vertical media module, Shu Ze’s strategy for several brands is to discuss the standard and then discuss the sword and the joint interpretation of the purchase criteria, the in-depth dialogue between the exploration of transparent factories and the technology master, the industry trend forward-looking roundtable and the co-creation of future life scenes, and the durability and experience tracking evaluation from the perspective of long-termism.
Here, Shuze would like to explain:
Why do we need to output content in the breadth and depth of vertical media? In fact, this is a set of linked content production, dissemination and mutual certification links.
1. Provide hard-core ammunition for the content of Station B. Authoritative evaluation reports, detailed test data, and professional technical interpretations released by technology media can become the gold standard for quoting and supporting views when Bilibili UP owners create popular science, evaluation, and comparison videos, greatly improving the credibility and professionalism of their content.
2. Inject rational genes into Xiaohongshu grass planting. The objective affirmation and professional interpretation of the core technical highlights of the product by vertical media can be directly transformed into more convincing recommendation reasons and value support for Xiaohongshu bloggers when recommending products, helping users complete rational decision-making while planting grass emotionally.
3. Provide the cornerstone of trust for Douyin conversion. The user pain point solutions and core product advantages verified in vertical media evaluations can be distilled into the core buying points and communication points that quickly break through users’ minds and establish initial trust when Douyin short videos and live broadcasts are brought with goods.
4. Provide authoritative arguments for Zhihu answers. The professional analysis and in-depth insight of vertical media on industry issues and technology trends can greatly enrich the argument thickness and professional vision of the answers to related questions on the Zhihu platform, and enhance the authority and influence of the answers.
5. The most important thing is that the vertical media is objective, professional and positive, which can provide a strong credibility foundation and positive public opinion orientation for the brand’s marketing activities on all other platforms, which can effectively hedge potential negative information and improve the efficiency and effectiveness of the overall marketing campaign.
2. Practical operation of each platform: specific practical links and pitfall avoidance guidelines for the five modules of the four major platforms
*Station B practice, pit avoidance and target path:
The content output positioning of the entire platform should be centered on technical strength, product quality, and innovative design, create a professional image of the brand, and cultivate deep awareness and trust of users. The goal is to improve the brand’s search ranking on Bilibili (especially category words + brand words), connect user purchase decisions through in-depth content, and guide users to equate your brand with high-quality, technical flow, trustworthiness, etc.
Practice
1. Carry out in-depth series of content co-creation and conduct detailed disassembly and evaluation of products.
How to disassemble? It is not simple and rude to disassemble and say a bunch of parameters, but to focus on the core technical points, material workmanship, safety design, and details that users cannot see but the brand has put into mind. For example, the motor technology of a certain vacuum cleaner, the temperature control system of a certain coffee machine, the heating uniformity design of a certain air fryer, and so on. If the disassembled components are from well-known brand suppliers can be pointed out (and at the same time serve as emotional foreshadowing), some key performances can be tested with professional instruments and displayed data, which will be more persuasive.
How to say it? It is necessary to explain professional terms in easy-to-understand language, combined with animations and diagrams to assist in explanations. According to Shuze’s past experience, the brand’s official content can be handled by a UP owner who really knows how to do it (such as those with relevant engineering backgrounds), or the brand engineer can appear in person (if the eloquence is good and the rhythm is strong) to increase the authority. In the process of dismantling, it is necessary to naturally lead to the core buying point of the product (note, I am talking about the buying point) and the user interest point, rather than a blunt selling point. If it is the in-depth content of the UP master, you must choose the UP master with strong fit and credibility.
2. Interactive pain point scene serialization and cyclical chronicle usage scenario serialization.
How to do it? A series of videos are made into a series of videos on the continuous use experience of a small household appliance in different time dimensions (such as a week, a month, a quarter), different life scenarios (such as a single apartment, a family of three, a pet family), and different user pain points (such as freeing hands, improving efficiency, creating an atmosphere, etc.).
In terms of content focus, it is not a simple functional demonstration, but a show how the product integrates into life, solves practical problems, and brings small blessings. In practice, you can set some challenges or themes, such as using XX air fryer for 7 days of unsimilar food, XX sweeping robot and my Erha’s unpeaceful coexistence diary, etc. Each issue can have a small theme, but the overall value and durability of the product should be reflected.
In terms of the interactive setting of the entire content, users should be encouraged to share their usage scenarios or questions in the comment area, and the UP owner can select some questions to answer in the follow-up video to form a good interaction.
3. Face-to-face 100,000 why knowledge popularization of industry-research face-to-face.
This depends on whether the brand product has enough scientific and technological innovation and team research and innovation genes, which is not suitable for all brands, and it is easy to overturn if it is not done well. In the process of practical operation, it is necessary to do some hard-core science popularization around the category to which the product belongs, such as buying XX home appliances and you will lose just by looking at the parameters, whether XX technology is an IQ tax or a real fragrance, and revealing the unknown inside story of the XX industry (positive guidance).
In the process of science popularization, it is necessary to naturally introduce the technical advantages or design concepts of its own products, and it is necessary to avoid the forced praise of Wang Po selling melons. It is necessary to stand from the perspective of users and help them establish a correct view of consumption and product cognition.
According to Shu Ze’s four or five years of grass planting on Bilibili, this kind of content can not only reflect the professionalism of the brand and industry vision, but also easily obtain long-tail traffic and user collections on Bilibili, and is also more likely to be quoted by many derivative self-media.
Avoid pits
Of course, the UP main cooperation of Bilibili is also full of skills. Shu Ze summarized several pitfall avoidance guidelines for Bilibili UP main cooperation to prevent potential overturning risks from ruining your brand’s professional image.
1. Only data theory is likely to step on the pit of UP owners.
As mentioned in many previous articles, the number of fans and views of the UP master is important, but it also depends on whether his content style, fan portrait, and interaction quality match your mid-to-high-end small home appliance positioning. A funny area with millions of fans UP may not be as effective as a hard-core technology area UP owner with tens of thousands of fans.
2. The brand script is arranged, and the UP master is reduced to a manuscript reading machine.
The in-depth content of mid-to-high-end small household appliances requires UP owners to truly understand the product and integrate it into their own thinking. The brand can provide core selling points and technical information or even special technical explanations, but the final content presentation must allow the UP owner enough creative freedom. For the kind of blunt standard answer-style content that brands can provide, Bilibili users don’t buy it. (Be sure to avoid interfering with details!!!!! ）
3. Neglect the management of public opinion in the comment area and barrage.
The comment area and barrage of Bilibili are the first scene of real feedback from users, and the brand should pay close attention, actively respond to well-intentioned questions and suggestions, and clarify malicious smears and rumors in a timely manner, and don’t think about “I am an official, I will not end up easily”. Of course, the cooperation of the UP master should also make him alert and cooperate with the response at any time.
4. The content is self-satisfied and does not pay attention to user pain points.
Many brands or UPs focus on technical content, and it is easy to fall into the misunderstanding of parameter listing and technical show-offs, and talk about a bunch of things that users can’t understand (the reality is that no one can watch this kind of content for more than 10 seconds). What Shu Ze would like to remind is that all technical interpretations ultimately fall on what problems and benefits this technology can solve for me, so that such content is meaningful.
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*Search ranking: Optimize cover and video titles (including core category words, brand words, and user pain points), introductions, and tags. Guide users to mention relevant keywords in the comment area and barrage. Cooperate with multiple UP owners of different levels to form a structured mutual verification content matrix to improve the search coverage of brand terms.
*Affiliated purchase: Place product purchase links in the top comments and introductions of the video, use the on-site function to guide conversion, and the UP owner can also naturally broadcast or use subtitles to prompt the purchase information in the video (in the most appropriate context).
*Xiaohongshu practice, pit avoidance and target path:
Small household appliances at this price in Xiaohongshu should focus on improving the quality of life, creating home aesthetics, sharing practical skills and fermenting positive word-of-mouth, and make the product a part of the user’s ideal life. Our overall goal is to increase the recall rate of notes (representing a high level of user identification with the product and lifestyle and their willingness to purchase in the future). Under the current marketing link of Xiaohongshu (such as the Red Cat Plan, etc.), users can also be guided to jump to the brand’s official mall or external e-commerce platform, and it is very necessary to set up a circulation link to allow users to naturally flow into the brand’s private domain for subsequent user marketing.
Practice
1. Textbook matching of home aesthetics, appearance is justice.
The core of the content is to show how your small appliances blend seamlessly with different home styles (such as Nordic style, modern minimalism, light luxury retro, etc.). Highlight the product’s design, material, color, and the finishing touch it brings to the overall home atmosphere. Although many people are surprised by this, it is true that we will get more user interaction when we do such content.
In terms of visual presentation of material materials, the composition, lighting, and tone of the picture or video should have a blockbuster feel (this module is different from the realism of KOC I talked about before, and it needs to be analyzed by specific products and brands), and pay attention to the creation of the scene atmosphere. Shuze’s experience in this regard is that we can cooperate with home bloggers, life aesthetics bloggers, and even independent designers to jointly create high-atmosphere and textured note content. Of course, details are also very important, such as green plants, coasters, books, etc. next to home appliances can enhance the overall texture, so it is important to find a blogger with tone and aesthetics.
2. Life skills are shared in a classic style, practicality is king.
You can share various fairy skills, hidden functions, lazy usage, cleaning and maintenance tips, etc. for using this small home appliance. Focus on how products can improve life efficiency, solve practical problems, and bring convenience and pleasure.
In line with the principle of practicality first, the skills in the notes should be really effective, and the steps should be clear and clear. Shuze suggested that it can be made into a nanny-level tutorial or checklist-style notes to make it easier for users to collect and follow. For example, with the XX wall breaker, the health paste recipe is a must-have for lazy people, and the N efficient cleaning modes that unlock the XX sweeping and mopping robot have no dead ends in the whole house.
Pay attention to the design of interactive hooks, encourage users to share their experience or ask questions in the comment area, and bloggers actively reply to form an atmosphere of mutual aid and learning.
3. Reverse communication and deep value dismantling to win trust.
In response to the concerns that users may have on Xiaohongshu, such as whether such an expensive price is worth it, whether it will be troublesome to clean, and whether small apartments can be put down, brands or cooperative bloggers should not avoid it, but should take the initiative. Through the in-depth use of XX products N months of in-depth use of N real fragrance moments and 3 small complaints and solutions, within 2000 yuan XX why I finally chose it, this kind of reverse grass planting or deep value interpretation notes to communicate frankly, to retreat can win the trust of users.
4. Ideal life Vlog/graphic story, with emotional resonance of scene pain points and personal cool points.
The core of the content is to show how the product can improve the quality of life and happiness of the owner by recording a real (or seemingly real) slice of life. The focus is to convey a yearning that “with this product, you can also live such a good life”.
Pay attention to the narrative of the content, which can be a warm family story (for example, since I have an XX dishwasher, my husband and I no longer have to quarrel about who to wash dishes), a healing alone time (coming home from work, using XX aromatherapy humidifier and light music to heal the fatigue of the day), or an efficient work scene (such as working from home, XX lifting desks and ergonomic chairs are my life-sustaining artifacts).
The emotional value of content presentation and brought is very important, and the notes should touch the user’s emotions and arouse the yearning and resonance for a better life.
Avoid pits
Regarding the cooperation tone of Xiaohongshu KOLs and KOCs, you must not let your high-end small home appliances look cheap.
1. Similar temperament is the first principle.
The overall style, home taste, and life concept of the KOL should be highly consistent with your brand tone and product positioning. For a KOL who takes the route of earthy curiosity, push a small home appliance with a high-end minimalist design, the picture is too beautiful for me to see.
2. Scene implantation should be moisturizing silently.
The product should naturally appear in the real life scene of the KOC, rather than being abruptly posed. The best placement is: the product is the scene, and the scene is the product.
3. True feelings are more moving than gorgeous words.
Encourage KOLs and KOCs to share their real experience in their own words, even some harmless complaints or suggestions for improvement are more credible than the rainbow farts throughout the article.
4. Interactive guidance must be skillful.
Bloggers can guide users to discuss “Does your home have the same style, which function of small home appliances do you value the most”, etc., etc., to improve the interaction rate and recommendation weight of notes.
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*Note collection rate: The content should have enough value (aesthetic value, practical value, emotional value) to make users feel that it is worth collecting, and they can use it and afford it in the future. Clear typography, high-quality pictures or videos, and text full of dry goods can increase the collection rate.
*Mall jump, purchase intention collection: This kind of link is on the Xiaohongshu platform, Shuze suggests that the proportion should not exceed 15% (I generally control it at 10%), Xiaohongshu should not become a platform for bringing goods to see ROI, the damage to the brand is greater than the revenue, of course, except for white labels and miscellaneous brands.
*Douyin practice, pit avoidance and target link:
The marketing and promotion of small household appliances on the Douyin platform should quickly capture the attention of users, stimulate the desire to buy, and guide them to the purchase link with strong visual and sensory stimulation, ultimate user experience and direct interest points. The overall strategic goal is to increase the click-through rate of short videos (of course, completion rate and interaction rate are also important), and ultimately increase shopping cart conversions or instant transactions in the live broadcast room.
Practice
1. Immersive experience.
In terms of content production, it is necessary to use close-ups, extreme sound reception, and smooth editing to amplify the cool points in the use of small household appliances to the extreme. For example, the moment when the vacuum cleaner sucks up a large amount of garbage, the picture of the coffee machine flowing out of the mellow grease, and the sound of food sizzling in the air fryer.
Special attention should also be paid to sensory stimulation, mobilizing the user’s visual and auditory senses to create an immersive sense of immersion. Shuze suggested that this type of video does not need too much narration, let the product “speak” by itself, and the rhythm of the background music is also very important.
In terms of final effect, it is necessary to focus on showing the immediate effect after using the product, such as one drag and clean, one-click completion, and becoming a chef in seconds.
2. The plot implantation of the god reversal small theater should be unexpected and reasonable.
You can design some short, interesting, and reversal of small plots, and cleverly use products to solve problems or bring surprises at key points in the plot. For example, the couple quarreled over housework, and the XX sweeping robot appeared, and the conflict was resolved; Or when friends gather, they can easily make a big meal with the XX multi-functional cooking pot, which attracts amazement.
The plot should be able to resonate with users’ emotions (such as funny, warm, decompressing, surprised), and the product will be more acceptable at the apex of emotions.
3. Low threshold + high incentive national tasks and challenges.
Combined with product characteristics and hot gameplay on the Douyin platform, it is necessary to design interactive gameplay with low participation threshold, high interest and effective delivery of the core value of the product. For example, around a multi-functional cooking pot, a 7-day fancy food non-reproduction challenge was launched, and different gradient rewards (such as product experience rights, large coupons, co-branded peripherals, etc.) were set to encourage users to create UGC around the product, and with the help of Douyin’s powerful algorithm recommendation mechanism, it achieved rapid breaking of the circle of content and exponential growth of brand voice.
Pay attention to the characterization of the product, which is not a blunt advertisement in the plot, but a key prop or hero role that promotes the development of the plot and solves the core contradictions.
4. Quick demonstration of pain point sniping + effect explosion.
For the typical pain points encountered by users when using certain types of home appliances in life (such as traditional mops that cannot be mopped clean and have back pain, ordinary electric fans are stiff and uncomfortable, and manual milk foam is time-consuming and laborious), directly show how your product can defeat the enemy in one move, and show an explosive effect comparison. The visual contrast before and after use should be strong and intuitive. The pace should be fast, and the problem, solution, and stunning effect should be clearly displayed within 15-30 seconds.
5. Immersive scene live broadcast with first-person perspective + real-time interaction.
Brand self-broadcast is combined with the live broadcast of selected talents (not only looking at traffic, but also looking at their matching with product tonality, target audience, and professional explanation and conversion ability). Create a strong sense of immersion in the first-view usage scenario, such as the anchor in the real kitchen/living room/bedroom environment, while demonstrating the core functions of the product while sharing the experience, and answering users’ questions about product details, preferential policies, and usage scenarios in the comment area in real time. With the limited-time flash sale, lucky bags, exclusive coupons and other tools provided by the platform, it creates a sense of urgency and value that is immediately owned.
Avoid pits
Shu Ze has some views on the cooperation of brands on the Douyin platform:
1. Expressiveness and lens sense are hard indicators.
Douyin experts need to have good lens expressiveness and be able to use products vividly in combination with scenes.
2. The ability to bring goods and the trust of fans should be examined.
Check the past delivery data of the talent, as well as the acceptance and purchase willingness of its fans to recommend the products they recommend, especially the past public opinion.
3. Content creativity and platform network sense are indispensable.
Choose experts who understand Douyin users, can play with popular elements of the platform, and can tailor creative content to your products.
4. Live streaming is an important position.
For mid-to-high-end small household appliances, a professional, vivid and welfare live broadcast may have a conversion effect far more than short videos. Choosing an experienced anchor with goods, or brand founders and product managers in person, can increase trust. Shu Ze reminded: The scene layout, lighting, product demonstration, welfare mechanism, and interactive rhythm of the live broadcast room are all knowledge, and you need to find a professional team.
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*Click-through rate, engagement rate: The golden 3 seconds of the video are crucial. The suspense or visual impact of the cover, title, and beginning will affect the click, and there should be a hook to guide users to like, comment, forward, and favorite.
*Shopping cart conversion, live broadcast transaction: short video hangs a small yellow car, products are put on the shelves in the live broadcast room and cooperate with limited-time discounts, lucky bags, lucky draws and other activities. The anchor’s professional explanations, vivid demonstrations, and timely responses to user questions can effectively improve conversions. Of course, Douyin Mall is also an important conversion channel, and it is necessary to do a good job of traffic PUSH.
*Zhihu practice, pit avoidance and target link:
For high-end small household appliances with high unit prices, in order to increase the thickness of products and brands at the same time on the Zhihu platform, it is necessary to focus on structured information of professional knowledge, in-depth analysis and objective evaluation to build the brand into a problem-solving expert in related fields.
The overall goal of the Zhihu platform is to increase the inclusion rate and number of likes for brand-related Q&A, covering various long-tail keywords related to products, so that users can see your and the respondent’s professional answers and brand information as soon as possible when searching for questions.
Practice
1. Soul torture in-depth product comparison and purchase guide.
In response to the most common problems encountered by users when purchasing your small household appliances (e.g., whether XX technology is an IQ tax; budget XXX, choose brand A or brand B; How to buy the first XX for novices), write in-depth, objective, reasonable and well-founded comparative analysis articles or answers.
Be sure to pay attention to professionalism and impartiality, compare based on verifiable facts and data, and be as objective as possible when analyzing advantages and disadvantages. While highlighting the advantages of the product, it is also necessary to acknowledge its limitations or applicable groups. Schuzer’s experience is that he can cite some industry reports and third-party evaluation data (which need to be sourced and ensure authoritativeness) to support his views.
At the same time, we must also stand from the user’s point of view, help them clarify their needs, analyze the pros and cons, and finally make an informed purchase decision, so that content users will truly collect and appreciate. Doing content in Zhihu is the easiest to achieve a win-win situation between the respondent and the brand.
2. Fundamental-based industry science popularization and technology interpretation.
The overall content should focus on the core technology involved in your product, industry development trends, relevant standards and certifications, etc., and write easy-to-understand popular science articles or answers. For example, an article to understand the X year evolution history of XX motors and their impact on the performance of vacuum cleaners; For household air purifiers, in addition to looking at the XXXX value, these invisible parameters are more important.
However, it is also necessary to pay attention to simplifying the complex, not blindly piling up professional terms, explaining professional concepts in a language that users can understand, and using metaphors and charts to assist understanding.
Whether it is the official content of the brand or the content of the cooperative respondent, pay attention to the brand occupancy in the content. In the process of science popularization, it is necessary to subtly convey the brand’s investment and strength in technology research and development and quality control, and must avoid blunt self-praise, with the goal of making users feel that “this brand is very knowledgeable and professional”.
3. Question and answer the pain points of users in the right way, and accurately intercept long-tail needs.
Shuze asked the brand official account and four or five industry professional accounts to take the initiative to discover and answer specific and long-tail user questions related to product functions on Zhihu. For example, if you have a pet budget of about 1,000 yuan at home, which sweeping robot has the best hair removal effect and does not wrap it, is the air purifier really useful for formaldehyde exceeding the standard in a newly renovated house, and which one is cost-effective.
For brand officials, we must pay attention to accumulation and answer every question seriously, professionally and patiently, even if the question seems small. High-quality responses accumulate approval and appreciation, enhancing your weight and influence on relevant topics. In your answers, if your product does solve the problem well, mention the brand and model appropriately and explain the reasons. Be careful not to drop links directly or advertise nakedly, but you can guide users to ask further questions or communicate with private messages.
Avoid pits
For the cooperation of Zhihu KOLs or excellent respondents, we must use our strength to make sure that professional people speak professionally.
1. Professional counterpart is an iron law.
The KOL or excellent respondent must have deep professional knowledge and good reputation in the field to which your product belongs.
2. Content co-creation rather than ghostwriting.
The brand provides product information and core selling points, but the specific writing logic, argumentation method, and language style should be led by the respondent to ensure the professionalism of the content and the native sense of the Zhihu platform.
3. Long-term cooperation and cultivation of brand allies.
Establish long-term cooperative relationships with professional respondents who recognize your brand concept and product quality, and let them become the knowledge spokesperson for your brand in Zhihu.
path
*Q&A inclusion ranking: Keyword density, professionalism of answers, depth, number of likes, comment interaction, etc. will all affect inclusion and ranking. Brand official accounts can continue to produce high-quality content and actively participate in discussions on related topics.
*Keyword coverage: Expand your brand’s reach in Zhihu search results by answering a large number of long-tail questions and writing columns that include core keywords. Use Zhihu’s related question recommendation mechanism to reach more potential users.
*Vertical media practice:
Technology evaluation vertical media (including but not limited to professional technology websites, digital home appliance evaluation self-media, industry influence paper media and video media, etc.) For mid-to-high-end small household appliances, the brand’s technical strength, industry insight, forward-looking vision and rigorous attitude towards users should be demonstrated through continuous and in-depth cooperation. Pay attention to the depth and breadth of the strategic output of content cooperation:
1. On top of the standard, the in-depth horizontal evaluation of the sword and the joint interpretation of the purchase criteria.
Cooperate with leading technology media with professional evaluation capabilities and industry credibility to conduct in-depth horizontal evaluation of multi-brand and multi-model category products. The evaluation dimension should not only cover national and industry standards, but also set more stringent and detailed evaluation standards for users’ core concerns (such as the generally emphasized deep cleaning ability, long-term durability, smoothness and accuracy of intelligent interactive experience, material safety and environmental protection, etc.). You can even try to discuss, sort out and publish articles or videos with the media, such as the white paper on the purchase of high-end products in the XX category or the interpretation of the application effect of XX technology, so as to enhance the brand’s voice at the level of standard formulation.
2. In-depth dialogue between the exploration of transparent factories and technical masters.
Invite senior technology media editors to go deep into the brand’s R&D center, core component production line, quality testing laboratory and other important places to visit and report. Through lenses and text, it truly shows the brand’s investment and ingenuity in technology research and development, material selection, process control, quality inspection and other links. At the same time, the brand CTO or core R&D team leader will be arranged to have an in-depth dialogue with the media to share the R&D story of the product from 0 to 1, the challenges and breakthroughs of technical tackling, and the unique insights on the future trend of the industry, shaping the core of the brand’s technical belief.
3. Industry trend forward-looking roundtable and future life scene co-creation.
Brands can act as initiators or core participants, cooperating with technology media, industry associations, design institutions, etc., to jointly hold small-scale high-end seminars or roundtable forums (which can also be live). Top experts, opinion leaders, cross-border designers, etc. in the industry are invited to discuss the development direction of categories, technical bottlenecks and innovation opportunities, as well as how high-end small household appliances can better serve the life needs of future users under the trend of intelligence, scenario-based and personalized customization. The brand should play a positive role in it, an innovation leader and an ecological co-builder, and establish a good brand image.
4. Durability and experience tracking evaluation from a long-term perspective.
Promote and support technology media to conduct long-term (such as half a year, a year or even longer) use tracking and evaluation of the brand’s core products. Abandon the one-time evaluation mode of “peak out of the box”, and truly record the performance retention, failure rate, subtle changes in user experience, and the response of brand after-sales service during long-term use. Respond to consumers’ core concerns about the durability and reliability of high-end products with real-world data and user experiences that stand the test of time.
Based on the insight into industry categories, user insights, marketing platform insights and specific practices of each platform, we can basically complete the platform consolidation relay of the entire user journey, and can also complete the product recommendation and brand mentality precipitation of users on each platform in a more targeted manner. Of course, the core must be long-termism, brand marketing should never be phased and cyclical, it must be long-term, down-to-earth, professional on each platform to do more refined customized deep cultivation.
3. Core methodological precipitation: the underlying logic and empirical architecture of multi-platform and multi-module collaboration strategy
After talking about so many platform playing methods and collaborative strategies, Shu Ze will summarize six points for small household appliances in mid-to-high-end life, and must be kept in mind when marketing in the five modules of the four major platforms of Bilibili, Xiaohongshu, Douyin, Zhihu and vertical media.
1. Value anchor is the North Star of high-end positioning, and the content of all platforms must revolve around it.
In mid-to-high-end small household appliances, users buy not only function, but also quality, design, technology, experience, and even a certain life concept. Your brand must clearly tell users “why I am worth this price.” Whether it is the technical endorsement of Bilibili, the taste of Xiaohongshu, the cool experience of Douyin, or the professional demonstration of Zhihu, all content must serve the construction and transmission of this value anchor. Once the sense of value is not established, no matter how fancy the marketing is, it is still a castle in the air.
2. Content is the product, and the product is the content, allowing users to pre-consume the product while consuming the content.
Mid-to-high-end small household appliances represent more expensive prices, and for this kind of high-priced product, users often consume a lot of content before purchasing. Your Bilibili reviews, Xiaohongshu notes, Douyin short videos, and Zhihu answers are part of the user experience product in themselves. It is necessary to polish every piece of content as a miniature product, so that users can feel the beauty of owning this product in advance while watching, reading, and interacting. The texture of the content directly determines the user’s first impression of the product.
3. Talent bloggers are not microphones, but partners in value co-creation.
For mid-to-high-end products, simply and rudely let bloggers read the manuscript extremely poorly. Choose bloggers who truly understand and agree with the value of your product, give them enough creative space, and encourage them to incorporate their true feelings and professional insights. Good blogger cooperation is when brands and bloggers jointly create high-quality content that not only reflects the value of the product, but also impresses the blogger’s own fans, and this kind of co-created content is the most vital and convertible.
4. User feedback is a goldmine of product innovation and a compass for optimizing marketing.
The four major platforms will generate a large number of user comments, barrages, questions, orders and other UGC content. These are invaluable first-hand user feedback. Brands should not only respond positively, but also systematically collect and analyze this feedback to guide product iteration and upgrading and marketing strategy optimization and adjustment. A brand that listens carefully to users and actively improves can win the continued trust of users.
5. User-oriented refined operation should be transformed from traffic thinking to user asset thinking.
The ultimate goal of collaborative marketing is not one-time traffic harvesting, but the continuous accumulation and in-depth operation of high-value user assets. Integrate user behavior data, interaction data, and transaction data from various platforms to build a unified user portrait labeling system. It clearly depicts the full link trajectory of users from the first touch to the final purchase and even repurchase sharing, and provides insight into their core needs and preferences at different stages. Potential users obtained from public domain platforms such as Bilibili, Xiaohongshu, Douyin, Zhihu, and vertical media can be effectively deposited into the brand’s own private domain traffic pool through valuable content, exclusive benefits, and community interaction.
In the private domain, it is necessary to carry out refined layering according to users’ interests and preferences, purchase stage, activity, etc., and push personalized content, product recommendations, event information and exclusive services for thousands of people. The community is not only a channel for promotion, but also a core position for brands to establish deep emotional links with users, collect real feedback, stimulate UGC creation, and cultivate brand advocates. Regularly organize valuable community activities (such as expert Q&A, new product trials, lifestyle sharing sessions, user story collection, etc.) to create a positive, mutually supportive, and co-creative community atmosphere.
6. Long-termism is the ballast stone for mid-to-high-end brands to cross the cycle, so don’t be kidnapped by short-term traffic anxiety.
For mid-to-high-end small household appliances, brand building and word-of-mouth accumulation cannot be achieved overnight. The in-depth content of Bilibili, Zhihu’s professional reputation, and Xiaohongshu’s lifestyle recognition all require time to precipitate. Don’t give up easily because a platform doesn’t bring a direct GMV outbreak in the short term, but pay attention to the seeds of trust and yearning factors it has sown in the minds of users. Only by persisting in continuously outputting valuable content on the four major platforms and establishing a deep emotional connection with users can we finally build an indestructible brand moat.
In the marketing arena of high-end small household appliances, marketing is no longer a single-dimensional “point blasting”, but a “three-dimensional war” that tests the brand’s comprehensive operation ability. Bilibili, Xiaohongshu, Douyin, Zhihu, these four platforms are like four fast horses, and they may be able to show their courage alone, but only by effectively controlling and coordinating them can you truly pull your brand chariot, break out of the encirclement, and go steadily and far.
Remember, the platform is just a tool, the user is the core, and the value is king. I hope today’s sharing can open up new ideas for multi-platform marketing of high-end small household appliances for you.
We look forward to constantly fighting monsters and upgrading and evolving together on the road to brand upgrading!
