Xiaohongshu and the world-renowned jewelry brand Tiffany& Co. Tiffany officially opened the Tiffany 520 pop-up store in early May and released the Tiffany 520 global limited edition Keys necklace for online sales only. Tiffany became the first early adopter of Xiaohongshu A luxury brand with a closed-loop marketing model.
After the pop-up shop went online, Tiffany also promoted the whole network to plant grass through open-screen advertisements, "show my Tiffany" hot topic page, community notes, and live broadcast of bloggers with goods. It was officially launched for 3 days. This global limited edition necklace is sold out on the whole network.
pop-up shop brightly landed in Xiaohongshu, the first luxury brand
In early May, Tiffany's pop-up store was launched on Xiaohongshu Mall. In addition to the 520 global limited edition necklace that was launched this time, The brand's classic T series, smile series and other accessories are on the pop-up store. It is reported that this is Tiffany's first attempt this year to set up an official pop-up store purchase channel on a third-party platform outside of its own official mall.
is different from other live broadcast formats, Tiffany Xiaohongshu pop-up store greatly meets the needs of users to complete the purchase after watching the live broadcast or taking notes. In the live broadcast of Xiaohongshu on the evening of May 5th, anchor Chen Yihui was opening a Tiffany blue box tied with a white ribbon. A crown-shaped diamond necklace from the Tiffany Keys series appeared in the center of the screen, with a pink sapphire inlaid in the middle of the necklace. Eye-catching.
In addition to the "520 Global Limited Edition", Tiffany’s products are on the shelves in each live broadcast. There are also T series, smile necklace, home series bone china water cups and pet food bowls. Users can enter Tiffany in the live broadcast room with one click Xiaohongshu pop-up shop to buy 520 holiday gifts.
Affected by the global epidemic, the luxury goods industry has been hit in the global industry. While the luxury goods in crisis are consolidating the Chinese market, they are increasingly actively embracing new community platforms such as Xiaohongshu. This time Tiffany took the initiative to send out 520 exclusive greeting cards and the offline Tiffany The Blue Box Cafe afternoon tea in the live broadcast room, which is a breakthrough in the industry.
One-stop planting grass and weeding Tiffany's early adopter small red book closed-loop mode
At the level of marketing content, luxury jewelry has always attached great importance to emotional marketing, Tiffany only released The sweet and romantic 520 couple blockbuster, use more localized emotional connection to get consumers' attention. Through a series of notes, live broadcasts, and pop-up store activities, searches for Tiffany Key and Tiffany 520 in the Xiaohongshu community increased by 35.5% and 7135.7% respectively.
After the pop-up store went online, well-known fashion bloggers such as Darui Rui released the sharing notes of Tiffany’s new necklace to start the product planting promotion. From May 5th to 7th, blog The hosts Chen Yihui, AmandaX, and Zhang Xian conducted a live Tiffany special 520 live broadcast. Among them, the blogger Chen Yihui's live broadcast has a unit price of more than 15,000 yuan, and nearly 20% of the viewers in the live broadcast room were "planted" and entered the product page. AmandaX and her daughter live in the same frame: "When I was 16 years old, my mother bought a'small key' in 18K rose gold. The'key' has a beautiful meaning and means to open a world of infinite possibilities." "For more thinking, 520 can also be a confession day to your family.
Two days after Chen Yihui’s live broadcast, a series of Xiaohongshu users posted a limited amount of money chain they bought through the live broadcast. After receiving the necklace on May 8th, the user "Daddy's Little Beauty" posted 2 video unpacking videos, showing the packaging and wearing effects of the necklace. The user "Da Wen & Xiao Xuan" also posted that he was wearing Tiffany Photo of necklace.
As a lifestyle community, Xiaohongshu is famous for its "grass-planting economy". The greatest uniqueness lies in the fact that a user's consumption experience "online sharing" triggers "community interaction" and can push other users to reality Consumption in life, these users will in turn carry out more "online sharing", and eventually form a positive cycle. This is also the reason why Xiaohongshu's planting, weeding, and sharing closed loops can produce long-tailed value.
The internal testing and functions of the live broadcast are gradually improved, which provides a more efficient way for the brand to interact with users and make purchase decisions.Tool of. In particular, it opens a new path for luxury brands that do not match with promotional live broadcasts. With the development of tools and models such as shopping carts and pop-up stores, the closed-loop mode of Xiaohongshu may become more and more luxury brands in the future. Standard configuration for full link interaction with users.
