After a lapse of two years, following the "New Grass" project, Byte has once again launched its grass-growing business.
An app called "Ke Song" has been put on the shelves of major app stores, and the official introduction of Ke Song is a content community under Douyin. According to reports and tests, Kesong is now connected with the Douyin account system, which means that after logging in to the Number List Kesong account, data such as followers, fans, and likes of the Douyin account can be synchronized.
However, according to the homepage information flow, content section, posting method and other dimensions, the product form of Ke Song this time is very similar to that of Xiaohongshu. According to reports, this project is SS-level within the byte level, which can almost be regarded as the “Little Red Book” of Douyin.
Why is content planting so important?
Judging from the changes in e-commerce over the past few years, the decision-making path of consumers has gradually evolved from planting grass outside Taobao and making transactions in Taobao, to planting grass on the platform and placing an order. More and more e-commerce platforms have begun to lay out content and plant grass: Ali's shopping, Jingdong's grass show, Pinduoduo's small circle...
After the user growth peaked, it became necessary to expand and penetrate into each other's business hinterland. In addition, Douyin’s move is also intended to complete the link between graphics and text + short video + live broadcast with goods. At the same time, shorter videos with graphics and text can better present categories with higher decision-making costs, and the threshold for graphic and text creation is lower.
More importantly, "grass planting" has become a potential track: the trend of consumption upgrades has not changed, and a large number of consumer demands have changed from mandatory to optional. A business model in which content and interest drive transactions.
Taking Xiaohongshu as an example, it was reported later that its advertising business revenue in 2020 has tripled, reaching US$600-800 million, especially in the field of beauty. Shake slightly."
So, in terms of advertising, what is the unique charm of "planting grass" that attracts brands to overweight? In terms of the grass-growing economy, how well is Xiaohongshu doing, and has it formed a barrier to competition? What are the odds of winning against the "Ke Song" of Xiaohongshu?
1. What is the gold content of the grass planting economy?
In essence, planting grass is an advertisement that captures the subconscious of users: through content expression that is closer to life and more spontaneous product recommendations, it occupies consumers’ minds, makes them imitate and follows trends, and thus affects their consumption decisions. .