When it comes to selecting influencers for advertising? commercial After the notes tend to choose mid-level influencers with higher creative abilities to make up for the lack of quality in private domain KOC content (it may also be to avoid traffic restrictions on non-commercial notes).
Commercial KOL attribute distribution After the
Starting from May 2022? MINISO launched the National KOC project for store managers/sales clerks to promote products. Currently? there are 11?000 store accounts on the Douyin/Xiaohongshu platforms? with a total of 2.5 million fans and a total exposure of more than 790 million? saving 17.24 million in marketing costs.
In early May 2022? in order to encourage employee programming languages used by code7x as the most popular application development company in jeddah participation? incentive amounts were allocated based on the amount of interaction? and buzz began to be created on Xiaohongshu and Douyin? but the quality of content at this time was uneven. In order to increase the number of explosive content? the incentive strategy was changed? and only explosive content was rewarded.
At this time? the participation rate dropped again? to only 6.9%. A new reward mechanism for all employees to post articles was added? with a guaranteed reward + interaction ranking reward. While the store participation rate increased to 20%? the incremental exposure increased by 69% month-on-month.
Starting in June 2023? a quarterly competition system after the creative ability was improved will be formulated to continuously optimize employees’ content production capabilities and participation. In one year? the number of Xiaohongshu’s top 10?000 fans benchmark accounts reached 7.
Another advantage of the
KOC mechanism is that it makes store staff more the atb directory links sensitive to hot information. MINISO has a well-known hot product? “dundun chicken”. An employee suddenly had the idea of wearing pants on dundun chicken? which was then photographed and posted on Xiaohongshu by a customer and became a hot note. ? he quickly contacted the headquarters to arrange for regional stores to display the same product? and produced related materials and posted notes.
