A deep dive into the accounts of mid- and high-level KOCs of MINISO reveals some clues. These accounts? whether they are large accounts with tens of thousands of followers or small accounts with only a few hundred followers? have one common feature: the accounts are vertically The essence positioned. They are all bloggers who share cards/toys/MINISO products? and their content is highly consistent with MINISO itself.
For Miniso? it uses lower costs (mainly the cost of trying out products) to gather KOCs in vertical fields to provide them with a large amount of more diversified high-quality content? which helps promote the popularity of popular products in the public and private domains. The two help each other and form a positive cycle.
MINISO’s content production system The essence
Miniso’s emphasis on content production 7 steps to create a professional online store in saudi arabia does not stop there. Its content production system is divided into three parts: its own MCN? national KOC and private KOC.
Own MCN
KOC and MINISO actually promote each other. By however? when promoting a brand new building a private domain KOC system? MINISO actually screens out potential KOCs who are themselves engaged in related account content? and provides them with exclusive popular products? such as early experience packages when Loopy dolls become popular? to provide exclusive materials for KOCs; at the same time? the popular content is synchronized to 39 million private domain users? improving the content data performance for KOCs.
Miniso has established its own
MCN internally to achieve low-cost and efficient the atb directory links influencer cooperation. It has currently connected more than 25?000 influencers? and the cost of placing a single article is less than 500 yuan.
According to the statistics of Xiaohongshu’s notes in the past month? the number of Miniso’s notes far exceeds that of its competitors. In addition to non-commercial notes mainly generated by private domain KOCs? commercial notes are also released. Although commercial notes only account for 5.7% in number? they bring 47% of the interaction volume.
