If you publish multiple notes in succession? you can be upgraded to an intermediate The reason KOC? and the official will provide more benefits. If there is a hot article in the published notes? that is? the interaction volume (likes + comments + collections) ≥ 1000? you can be upgraded to a senior KOC? and you will be invited to join the senior KOC community and receive more official support (including cash rewards? etc.). However? if you publish multiple notes in succession and the data is not good? you will be kicked out of the senior KOC group.
But in actual practice? you will find that even a junior KOC is difficult to achieve .
Before signing up for a promotion activity? you need to submit your Xiaohongshu/TikTok account homepage for review.
Other brands can directly sign up for the campaign The reason
MINISO needs to submit the Xiaohongshu/ TikTok store design and user experience account homepage for review before registration
We tested submitting a Xiaohongshu account (female/lifestyle/popular articles)? but it always failed the review. MINISO needs to meet the following standards: the most important of which is that they need to consume at MINISO many times and participate in related activities many times? and have the ability to produce content.
Difficulty : Low registration success this situation was barely changed rate Even if the account is approved? the success rate of each event registration is very low.
The success rate of registration for
Regular products is 17:1? while the atb directory links the success rate for popular high-priced products is 50:1.
Source: [Case Study] MINISO KOC Operation Strategy_by Fenxi Consulting.pdf
It can be seen that MINISO’s KOC operation uses a hidden entrance and strict review system at the first level to remove a group of unqualified people in advance. The high-threshold screening conditions reduce the difficulty of subsequent management. Step 3: Brand & KOC content co-creation to improve content quality
