Explore how fashion bloggers compare the success factors of new brand promotion

First, the number of XiaoHongShu users in 2022 has exceeded 300 million, which is quite large, so the brand in the user base of the platform to promote may achieve better promotion effect and sales transformation. Secondly, most of the young consumers in XiaoHongShu are in the age group of 16-40, mainly women, accounting for 70-80%. In addition, 80% of the users' portraits are fashion and beauty lifestyle lovers. They are very precise target users for promoting fashion brands (Julson, 2023). Third, XiaoHongshu users have formed the habit of regularly inquiring and searching for a certain fashion style, or to understand a certain fashion brand through this app, which is also very beneficial to brand reverse promotion. It is more common for fashion brands to cooperate with KOLs to promote their own brands, turn fans' trust and love into potential brand consumption, creating brand impressions and even bring direct sales (Fitzgerald, 2023). Compared with the establishment of physical stores, the cost of this way is significantly lower, so the brand will bear less risk (G., 2024). At the same time, the brand can also obtain the evaluation and feedback from consumers in real time improve products and services (McLean, 2024). However, it is found that bloggers with the same number of fans, when promoting a certain brand, there is a big difference between the enthusiasm of fans' "like" and comments. This difference directly affects the effect of brand promotion.

The main goal of this paper is to take Xiaohongshu platform as an example, to find different bloggers with similar fans and styles, to investigate and study the content published by the bloggers, and to summarize the successful brand promotion factors through content differences and consumer feedback, so as to provide references for emerging brands to find suitable bloggers.