Coach Product Small Red Book First Launched, "Difficult Brother Difficult Brother" Joint Efforts To Break The Game

Coach's new products are launched again in xiaohongshu, brand building is more in favor of social marketing.

Recently, coach, an international fashion luxury brand, launched the carriage series package on xiaohongshu app. This is the third time coach has chosen xiaohongshu as the first platform of new products.

After searching on the platform, the words "coach opened", "coach must enter in December" and "the hottest special package this winter" appeared in the recommendations of different bloggers. On the official homepage of coach's little red book, the number of relevant topics visited is also millions or tens of millions, which is hot enough.

This pair of brothers and sisters who fell down in August this year once again supported each other.

For small books and coach, it is not a smooth year for cooperation.

In August of this year, coach broke out an incident of humiliating China. In the T-shirt, Hong Kong and Taiwan of China were separately marked as countries. Liu Wen, the spokesperson, quickly unilaterally terminated the contract. The stock price of coach parent company group fell 4.31% on the day of the event, and the data released later showed that the net profit of the parent company decreased by 29% in the fourth quarter.

However, xiaohongshu had a longer difficult time. In recent years, it has been transformed many times. The platform positioning has changed from the overseas shopping information sharing community at the beginning of its establishment to the dual driven lifestyle social sharing platform of "content + e-commerce", and then to the recently announced internal interactive live broadcast platform. There are also high-light moments when monthly live users exceed 100 million. But along the way, the positioning has become more and more unclear, and both the content and the business have encountered many problems. In August this year, xiaohongshu was taken off the shelves in major application markets without any official certification reasons. The off shelf storm caused the active users to fall, and it was only during the double-11 period that it was difficult to pull the daily life back to 25 million.

In the past, coach has considered the whole range of online media, including online media and online marketing, based on the overall characteristics of online media and online media.

As a "professional counterpart" platform, xiaohongshu has become the main position of brand marketing, which can be said to be the general trend. Since it was put on the shelves again, some brands, such as meikefei and zhicunxiu, have chosen xiaohongshu as the first launch platform of new products, and the related cosmetics products have become one of the most concerned color cosmetics products of this autumn. The top KOL with star endorsements and high popularity carries out content output and delivery at the same time. The platform itself has both social media attributes and communication interaction. Although its advantages in e-commerce are not obvious, the flow of high-quality content and user loyalty are still online, which is still an important decision-making entrance for consumers. All of them have suffered heavy losses and obstacles, and cooperation may be a way to break the situation.