What magical power does RED，i.e. Xiaohongshu, possess that influences and changes consumer purchase decisions?
On April 8, RED, for the first time, published the "White Paper on Red’s 20-Lifestyle TA Groups," which condensed the deep-seated motivations of consumer groups towards FMCG in terms of different functionality, emotions, social interaction, and even cultural values, thus helping brands to connect "people x needs x products" throughout the entire consumption chain.
It's crucial for brands to profoundly understand the value of different consumer groups, as well as to solve business propositions, build commercial scenarios.
With years of forefront methodology and extensive experience in the fields of data empowerment in areas of e-commerce and media, along with a deep understanding and accumulation of consumer insights, Illuminera, after being certified as " RED’s Data Service Partner (DSP) " in November last year, was once again recognized by RED in March 2024, successfully being listed as one of the first batch of " RED’s Lifestyle TA Co-creation DSPs".
RED is committed to creating a "human-centric" community, helping users to discover and proactively explore their self-needs through a variety of posts and discussions, achieving natural expression, creation, and sharing. Meanwhile, RED is pushing itself to become a paradigm of "bringing marketing back to human," fully understanding "people," and practicing the principle of "People Matter.", which enables brands to secure a solid knowledge about the real prolife and consumption patterns, thus connecting with consumers more accurately and efficiently, enhancing the conversion efficiency after reach and exposure.
As a data service provider, Illuminera will have access to consumer data related to three major lifestyle TA groups including Home & Life, Fashion Attitude, and Parenting Learning, which are the initially opened TAs in RED’s data platform, and be able to assist brands to understand and use RED’s TAs for more efficient “seeding”.
What we can offer related to TA insights?
Driven by data from RED, Illuminera will help brands, with a core focus on understanding different groups of users, to dig deep into business scenarios and drive the decomposition of business propositions.
01 Enhancing Operational Efficiency of Seeding in RED
Based on the content preferences, KOL preferences, search and click preferences of RED 's TAs, we can help optimize the operational strategy for brands or any single product, including content and media strategy particularly for RED platform.
02 Integrating Data from RED and Other E-commerce Platforms to Improve Efficiency in the Whole Digital Marketing Sphere
Illuminera successfully integrated the purchase data from e-commerce platforms and data from RED in recent projects, and founded that 30-40% of e-commerce purchasers had been influenced by RED in their decision making process.
The experience enforced Illuminera with a strong capability to assist brands sorting out consumer touchpoints and identifying key leverages when they need design or iterate digital marketing strategy with the solid understanding of TA's awareness, interests, and path to purchase. In addition to that, Illuminera also can support brands to take use of RED to maximize the commercial value in all digital channels.
03 Uncovering the Unmet Needs and Empowering Product Innovation
The various search behaviors, content views, and interactive expressions of consumers on the RED fully reveal their category and brand related needs, pain points, and usage scenarios. This will help brands to start truly from consumers' perspectives, generate insights on needs and scenarios, take cutting-edge trend opportunities, and finally achieve the successful product innovation and revolution. With the new DSP identity, Illuminera can help brands effectively optimize marketing concepts and seeding strategies based on TA insights, promoting products to better satisfy users’ unmet needs and thereby achieving commercial success.
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Learn more about RED-related business solutions
For more information, please contact:
alice.he@illuminera.com
marketing@illuminera.com
