【小红书】2024年休闲饮食行业月报（4月）

Industry Overview - The report provides an overview of the leisure food and beverage industry, focusing on trends and user behavior in April 2024 [1] - The industry's search activity is analyzed, highlighting high-engagement user profiles and search trends [1] Industry Insights - The report identifies popular search terms and topics within the leisure food and beverage sector, such as "奶茶推荐必喝" (must-try milk tea recommendations) and "生日蛋糕" (birthday cakes) [6] - Coffee-related searches show strong product awareness, with users directly searching for specific product names [6] - Baking-related searches remain popular, with terms like "生日蛋糕" (birthday cakes) and "草莓蛋糕" (strawberry cakes) maintaining high interest [6] - In the cooked food category, users are more interested in home-cooking guides and recipes [6] Marketing and Content Trends - The report highlights key marketing nodes for the industry, with a focus on leveraging holidays like Children's Day (June 1) and the Dragon Boat Festival (June 22) for increased traffic and engagement [9] - Content strategies for May-June 2024 emphasize pre-holiday content planning and budget allocation to maximize exposure and interaction during peak periods [9] - High-exposure, high-engagement content is identified, including creative food presentations and regional specialty recipes that drive user curiosity and interaction [8] Search and User Behavior - The report details top search terms across different sub-categories, such as "奶茶推荐必喝" (must-try milk tea recommendations) in the milk tea category and "库迪咖啡推荐" (Cotti Coffee recommendations) in the coffee category [6] - Users show a strong preference for product-specific searches in the coffee category, while baking-related searches focus on cake types and designs [6] - In the cooked food category, searches are dominated by home-cooking guides and recipes, such as "卤味家庭版自制" (homemade braised dishes) [6] Content Examples - High-performing content includes creative food presentations, such as maze-shaped chocolate and coffee combinations, and regional specialty recipes that highlight cultural uniqueness [8] - Content that combines visual appeal with educational value, such as tutorials on making intricate cake designs, is particularly effective in driving user engagement [8]