小红书2024首发「家生活人群趋势图鉴」,打开生意新视角
导读: 人Matters,充分理解人,是做好品牌经营的开始。 在过去,市场对人群的分析往往是静态的、缺乏深度的,仅仅依靠一些身份标签来定义,这对助力品牌生意增长而言较为有限。这一次,小红书结合大数据与人类学交叉研...
人Matters,充分理解人,是做好品牌经营的开始。
![首屏.jpg](https://img.cnmtpt.com/UEditor/Picfile/20240326/6384706520685205965984508.jpg)
![趋势一.png](https://img.cnmtpt.com/UEditor/Picfile/20240326/6384706522571020565457338.png)
![趋势二.png](https://img.cnmtpt.com/UEditor/Picfile/20240326/6384706528283153961371996.png)
![趋势三.png](https://img.cnmtpt.com/UEditor/Picfile/20240326/6384706529073321029793557.png)
![首页.jpg](https://img.cnmtpt.com/UEditor/Picfile/20240326/6384706586478357323723320.jpg)
![趋势一.png](https://img.cnmtpt.com/UEditor/Picfile/20240326/6384706595470304168485243.png)
![趋势二.png](https://img.cnmtpt.com/UEditor/Picfile/20240326/6384706540429909442467154.png)
![趋势三.png](https://img.cnmtpt.com/UEditor/Picfile/20240326/6384706541375453566845609.png)
![首屏.png](https://img.cnmtpt.com/UEditor/Picfile/20240326/6384706543571045685071911.png)
![趋势一.png](https://img.cnmtpt.com/UEditor/Picfile/20240326/6384706602493230081133476.png)
![趋势二.png](https://img.cnmtpt.com/UEditor/Picfile/20240326/6384706546256109723465535.png)
![趋势三.png](https://img.cnmtpt.com/UEditor/Picfile/20240326/6384706547222162444016867.png)
![趋势四.png](https://img.cnmtpt.com/UEditor/Picfile/20240326/6384706548001684562466612.png)
![首屏.png](https://img.cnmtpt.com/UEditor/Picfile/20240326/6384706550138583021036429.png)
![趋势一.png](https://img.cnmtpt.com/UEditor/Picfile/20240326/6384706550860974044531517.png)
![趋势二.png](https://img.cnmtpt.com/UEditor/Picfile/20240326/6384706551322222227957803.png)
![趋势三.png](https://img.cnmtpt.com/UEditor/Picfile/20240326/6384706551880544448753426.png)
在过去,市场对人群的分析往往是静态的、缺乏深度的,仅仅依靠一些身份标签来定义,这对助力品牌生意增长而言较为有限。这一次,小红书结合大数据与人类学交叉研究方法,深入理解人群、分析人群,通过人群属性和情绪、情感、价值观等8个维度,对用户群进行详细分析,并结合小红书之前在人群分析的一些积累和考量,进一步扩充7个维度以及21个指标,完成了最终的人群描摹。
“家生活四大特色生活方式人群”是这次“理解人”的成果。小红书从年龄段、生活状态、重点需求等维度对人群进行归纳梳理,总结出「游牧青年、筑巢青年、全能生活家、居家策展人」这四大人群,并发布了《家生活人群趋势图鉴》。小红书围绕「人-需求-场景-趋势」的逻辑拆解,为品牌提供更精细化的用户洞察、种草策略,从而助力品牌在家生活行业中脱颖而出。
![首屏.jpg](https://img.cnmtpt.com/UEditor/Picfile/20240326/6384706520685205965984508.jpg)
![趋势一.png](https://img.cnmtpt.com/UEditor/Picfile/20240326/6384706522571020565457338.png)
![趋势二.png](https://img.cnmtpt.com/UEditor/Picfile/20240326/6384706528283153961371996.png)
![趋势三.png](https://img.cnmtpt.com/UEditor/Picfile/20240326/6384706529073321029793557.png)
![首页.jpg](https://img.cnmtpt.com/UEditor/Picfile/20240326/6384706586478357323723320.jpg)
![趋势一.png](https://img.cnmtpt.com/UEditor/Picfile/20240326/6384706595470304168485243.png)
![趋势二.png](https://img.cnmtpt.com/UEditor/Picfile/20240326/6384706540429909442467154.png)
![趋势三.png](https://img.cnmtpt.com/UEditor/Picfile/20240326/6384706541375453566845609.png)
![首屏.png](https://img.cnmtpt.com/UEditor/Picfile/20240326/6384706543571045685071911.png)
![趋势一.png](https://img.cnmtpt.com/UEditor/Picfile/20240326/6384706602493230081133476.png)
![趋势二.png](https://img.cnmtpt.com/UEditor/Picfile/20240326/6384706546256109723465535.png)
![趋势三.png](https://img.cnmtpt.com/UEditor/Picfile/20240326/6384706547222162444016867.png)
![趋势四.png](https://img.cnmtpt.com/UEditor/Picfile/20240326/6384706548001684562466612.png)
![首屏.png](https://img.cnmtpt.com/UEditor/Picfile/20240326/6384706550138583021036429.png)
![趋势一.png](https://img.cnmtpt.com/UEditor/Picfile/20240326/6384706550860974044531517.png)
![趋势二.png](https://img.cnmtpt.com/UEditor/Picfile/20240326/6384706551322222227957803.png)
![趋势三.png](https://img.cnmtpt.com/UEditor/Picfile/20240326/6384706551880544448753426.png)
关注「小红书商业动态」公众号,后台回复“家生活”,即可领取《家生活行业方法论》完整版。
责任编辑:zsz