2021-2022小红书时尚品牌营销手册.pptx

2021-2022 2021 5-2022 4 1 2/KOL 3 4/.KOL 2 01 3 02 03 4 01 source-2021.05-2022.04 2022 4 2021 5-2022 4 22.34 32.73 14.42%19.45%10%12%14%16%18%20%35 30 25 20 15 10 5 0 5 6 7 8 9 10 11 12 1 2 3 4 2021 5-2022 4 Z source-18-24 2021.05-2022.04 2021 5-2022 4 102.32 40.71 36.63 24.52 7.59 5.53 2021 5-2022 4 13.82%43.68%32.99%7.32%2.20%25-34 18 35-44 18-24 44 30%6 2021 5 2022 4 0.37%-2021 5-2022 4 VS VS 341.19 399.53 214.3 0.37%4.59%0.99%0%2%4%6%0 90 180 270 360 450 source-2021.05-2022.04 0.53%0.34%1.65%0.07%0.16%0.0%0.3%0.6%0.9%1.2%1.5%1.8%/2021 5-2022 4 7 1116745 596685 279877 169076 9180 2786 156 KOC source-1-10 1-5 KOC KOC 2021.05-2022.04 2021 5-2022 4 94033 569991 262472 827826 410367 2719 7107 100 50-100 10-50 1-10 5-1 1-5 300-1 2021 5-2022 4 8 9 02 source-ootd 500.7 500.7 256.4 236.7 188.3 141.3 122.1 108.0 99.8 95.4 2021.05-2022.04 2021 5-2022 4/./A/./././JK/.10 2021 5-2022 4 12.1%10.6%9.0%7.6%/10.2%/9.9%9.8%/T 6.9%6.3%5.0%/78.02w 0.28%79.8%GUCCI ZARA 71.24w 0.26%79.3%CHUU 63.48w 0.37%80.2%URBAN REVIVO GUCCI source-2021.05-2022.04 11 62.16w 0.35%84.3%GUCCI 66.256w 0.19%71.5%URBAN REVIVO/56.24w 0.84%83%URBAN REVIVO CHUU ZARA 2021 5-2022 4 1 F426 7029 619.81 881 2 URBAN REVIVO 1.30 571.72 440 3 GUCCI 1.35 281.60 208 4 2475 255.01 1,030 5 5176 216.50 418 6 6500 213.01 327 7 CHUU 3770 209.67 556 8 three 12 869 202.03 2,324 9 9384 193.26 205 10 ZARA 4251 184.74 434 source-2021.05-2022.04 12 URBAN REVIVO UR 2021 5-2022 4 4.3w 0.12%PLOG 2021 5-2022 4 URBAN REVIVO 4.3w 2.15w 1389.73w 85.3%0.12%57.0%8.8%6.3%3.8%2.9%2.1%1.6%1.5%2021 5-2022 4 URBAN REVIVO source-2021.05-2022.04 URBAN REVIVO 13 URBAN REVIVO URBAN REVIVO 2021 5-2022 4 URBAN REVIVO 5299 0.34%0.1%0.0%0.2%0.27%0.3%0.5%0.4%0.6%1000 0 3000 2000 5000 4000 6000 5 6 7 8 9 10 11 12 1 2 3 4 2021 5-2022 4 URBAN REVIVO.939 7 381.2 69.37 50.85 source-2021.05-2022.04 URBAN REVIVO/14 URBAN REVIVO source-UR 20.75%7.55%KOC 2021 5-2022 4 URBAN REVIVO 61.81%24.46%8.38%1.85%0.38%0.11%2021 5-2022 4 URBAN REVIVO 67.92%20.75%7.55%1.89%1.89%2021.05-2022.04 URBAN REVIVO/15 URBAN REVIVO source-2021 5-2022 4 URBAN REVIVO 2021 5-2022 4 URBAN REVIVO 11.7 0.23 2021 5-2022 4 URBAN REVIVO RUI Cecilia 2719 2685 2359 2246 2232 2078 1 1 1 1 1 3 2021 5-2022 4 URBAN REVIVO URBAN REVIVO 53 59.7 5.1 11.7 264.7 0.23 2021.05-2022.04 16 URBAN REVIVO URBAN REVIVO source-UR/1 ur 235500 2 ur 86085 3 ur 51041 4 ur 13179 5 ur 12538 6 ur 12316 7 ur 8996 8 ur 6427 9 ur 6387 10 urt 5883 2000+9000+CPE 1.06 2022.4.1“”“”“”2021.05-2022.04 17 URBAN REVIVO 2021 5-2022 4 9.4w 2000w+2021 5-2022 4 9.4w 3.83w 2035.58w 87.48%0.42%47.1%22.0%6.2%3.8%2.3%1.9%1.7%1.5%2021 5-2022 4 source-2021.05-2022.04 18 2021 10 2022 3 1-2 2021 5-2022 4 5699 9609 234 283 10557 100 200 300 0 6000 12000 5 6 7 8 9 10 11 12 1 2 3 4 2021 5-2022 4 2021 5-2022 4 source-2021.05-2022.04 19 /KOL 2021 5-2022 4 66.18%26.76%5.85%0.87%0.25%0.08%2021 5-2022 4 77.35%16.03%6.36%0.25%source-2021.05-2022.04/20 30%70%17 0.47 2021 5-2022 4 241 118 113 87 80 79 77 77 64 63 21.4%78.6%/TOP50 source-2021.05-2022.04 21 393 753.6 43 17.53 1617.8 0.47 Jer Nancy Alin 11535 10811 9325 9210 9202 226615 143178 203323 242637 337303 2021 5-2022 4 source-2021.05-2022.04 22 23 03 source-114.2 58.5 lv 49.1 42.3 41.6 gucci 30.9 26.9 ck 24.5 20.5 114.2 2021 5-2022 4#ck#lv 2021.05-2022.04 source-1#7.5 2,468.0 327 2#6.5 3,238.7 500 3#2.5 1,774.4 698 4#2.4 197.1 81 5#2.4 722.3 302 6#2.4 485.8 205 7#2.2 579.4 265 8#1.6 396.7 253 9#1.6 389.0 249 10#1.4 400.2 278#2021 5-2022 4 2021.05-2022.04 25 source-2021 5-2022 4 1 GASTON LUGA 1.05 163.74 155 2 GUCCI 1.09 133.57 122 3 4918 101.93 207 4 6380 88.86 139 5 4706 80.13 170 6 5747 80.09 139 7 5974 78.53 131 8 9475 70.19 74 9 3118 66.48 213 10 4124 61.68 149 26 2021.05-2022.04 2.8%1.6%0.8%30.6%14.9%13.1%10.1%9.6%/8.3%7.5%2021 5-2022 4 source-2021.05-2022.04 27 1 2,894 21.66 74 2 1,359 15.97 117 3 OMTO 123 14.81 1203 4 MERIMIES 64 9.07 1416 5 645 8.01 124 6 BY FAR 26 5.37 2064 7 344 5.05 146 8 AMAZING SONG 58 4.50 775 9 648 4.19 64 10 267 2.99 112 2021 5-2022 4 50.7w+1.3w+source-2021.05-2022.04 28 GUCCI GUCCI 1 2021 5 2022 4 3000w 2021 5-2022 4 GUCCI 21w 8.4w 3399.57w 84.01%0.07%22055 source-2021.05-2022.04 GUCCI 29 20958 19352 14264 13605 12354 12254 11921 11857 OOTD gucci 2021 5-2022 4 GUCCI GUCCI GUCCI 9%23.0%12.2%7.0%6.8%6.7%4.8%4.4%4.0%2021 5-2022 4 GUCCI 16.0%12.7%9.0%6.1%5.9%5.7%5.7%3.9%2021 5-2022 4 GUCCI 9%source-2021.05-2022.04 GUCCI 30 GUCCI 2021 5-2022 4 GUCCI GUCCI 29.1%19.2%16.6%source-2021.05-2022.04 GUCCI 31 10.6%9.9%4.6%3.3%2.00%ootd GUCCI 151 926.5 21.4 43.29 952.3 0.97 GUCCI source-2021.05-2022.04 GUCCI 32 T H A N K Y O U