Research Report On Marketing Strategy Of Xiaohongshu’s Food Content Based On SIPS Model

In recent years,Xiaohongshu,as an online shopping and social sharing platform,has rapidly increased the number of content with marketing attributes such as "shopping strategies".As a popular content consumption field of Xiaohongshu,food has also bred many content marketing templates.More and more food companies and advertisers hope to guide users to consume through Xiaohongshu’s content marketing.The SIPS theoretical model of user consumption behavior is an analysis tool of consumer behavior in the era of social media.This model divides the consumption process into four stages: Sympathize,Identify,Participate,Share&Spread.This study uses literature analysis,in-depth interviews,and questionnaire surveys to divide the content marketing stimuli that have an impact on user consumption behavior into four dimensions: content design,platform experience,product characteristics,and opinion leaders.The SIPS model is introduced,and the four links of resonance,confirmation,participation,sharing,and diffusion are used as the basis of user behavior to measure the impact of Xiaohongshu platform’s food content marketing strategy on user consumption behavior,And summarize the corresponding practical strategies.Through research,it can be seen that four types of marketing stimuli,including content design,platform experience,product features,and opinion leaders,all have a promoting effect on user consumption behavior.Among them,content design and the unique characteristics of food products can better attract user interest,resonate with marketing information,and may directly promote actual consumer behavior among users;The user experience of Xiaohongshu on the platform and the personal characteristics of food opinion leaders can have a greater impact on user confirmation;In the process of user sharing and diffusion,the content design of marketing information and the personal characteristics of opinion leaders can have a more positive impact on user sharing compared to other stimulating elements,prompting users to forward and interact with interesting food marketing content.Based on comprehensive questionnaire analysis and in-depth interview results,it can be concluded that if content marketers in the food category want to achieve good marketing results through Xiaohongshu,they first need to stimulate resonance by mobilizing user emotions in content design.Secondly,they need to identify promotion channels,accurately promote target users,and guide users to participate in consumption through effective interaction.In the sharing and diffusion process,they need to use user identification psychology to achieve user sharing.