"Little Red Book" Brand Communication Research

Since its establishment in 2013,“Little Red Book” has evolved from a PDF photo strategy to a “community + e-commerce” sharing platform.Its community attributes are solid barriers that competitors cannot surpass.However,because the "Little Red Book" was established late,it has a relatively small market share.With the diversification of audience demand,the speed of product iteration in the market is accelerating,followed by serious commodity homogenization.In view of its own development status and the increasingly homogenization trend of the market,“Little Red Book” must accelerate brand communication,establish its own brand image,and enhance the loyalty of the audience and the stickiness of the brand.This paper relies on the theory of sound and wave propagation,which is based on the "Internet +" background and has the dual attributes of international and local,and carries out related research on the brand communication of Xiaohongshu.First of all,the author introduces the related concepts of Xiaohongshu,brand communication sound wave propagation and analyzes the brand sound wave circle and sound wave propagation node in detail;Secondly,analyzes the macro and micro environment of“Little Red Book” brand communication.Again,based on the brand's voice,the author conducted a macroscopic analysis of the status quo of “Little Red Book” brand communication;after that,the author combined the brand market cycle and the sound wave propagation node to carry out the brand communication focus of each stage of“Little Red Book”.After the analysis,it is inferred that the "Little Red Book" is next in the brand market stage,and summarizes the general rules of the similar e-commerce brand communication;followed by the status quo of "Little Red Book"brand communication and "Little Red Book" "The main points of brand communication in each stage,from the aspects of volume,sound quality,tone,and sound halo,provide optimization opinions for the future development of "Little Red Book",Can play a certain reference value for the development of other brands in the same industry.This paper studies the "Little Red Book" from the perspective of brandcommunication,enriches the existing research direction of "Little Red Book";researches "Little Red Book" based on the theory of sound and wave communication,enriching the existing brand communication.frame.The author combines the sound wave communication,through the systematic and horizontal vertical analysis of the "Little Red Book" brand communication,and proposes corresponding optimization opinions,which has certain practical significance.