向种草要效果，企业要学会“对症下药”

Core Insights - Companies are increasingly obsessed with benchmarking and best practices, driven by a collective desire to "avoid detours" in their operations [1] - Xiaohongshu's proposition of "grass planting entering the effect-oriented era" signifies a clear departure from traditional performance advertising models [1][2] Group 1: Effectiveness of "Grass Planting" - The definition of "effectiveness" varies widely among companies based on their stage, size, and industry, leading to diverse interpretations [2] - Xiaohongshu's "grass planting effectiveness" emphasizes the need for companies to adapt their strategies to their unique operational challenges rather than chasing standardized answers [2][3] Group 2: Customized Growth Models - Companies are encouraged to build their growth models using Xiaohongshu's various capabilities and tools, akin to assembling Lego blocks [3] - The consumer's needs are becoming more fragmented, necessitating a shift in marketing strategies to be more aligned with real human experiences [3][5] Group 3: Diverse Paths to Growth - Xiaohongshu's ecosystem offers multiple pathways for growth, including "direct grass planting, in-platform transactions, lead generation, and user growth," tailored to different industries and stages of development [5] - The pursuit of "effectiveness" is no longer uniform; companies are adopting varied strategies based on their specific goals and challenges [5][10] Group 4: Understanding Consumers - Xiaohongshu has developed a comprehensive system to understand consumers beyond basic demographic labels, focusing on scenarios, emotions, aesthetics, and social networks [5][12] - The platform's insights allow companies to match products with consumer needs more accurately, moving beyond traditional segmentation methods [12][14] Group 5: Case Studies - Companies like Kelon and Hisense illustrate the importance of localized strategies and targeted content to address specific consumer needs and market challenges [6][7] - Hisense's focus on the gaming community led to significant sales growth, demonstrating the effectiveness of tailored marketing strategies [7][9] Group 6: Long-term Relationships - Successful companies prioritize building long-term relationships with consumers by deeply understanding their needs and preferences [10][15] - Xiaohongshu's approach emphasizes the importance of loving specific consumers, which is fundamental to achieving effectiveness in marketing [10][15]