有可能的问题：

最大的困难和挑战；
这个问题让我想到了我最开始做 digital Marketing 的一件事，对当时的我来说是个很大的挑战，我提到的在那个音乐教育公司建立微信公众的时候，我发现用户对产品
信任度比较低，因为那个时候并没有很多教育公司在做这个微信公众号，而且很多人觉得线上学习效果不好。为了解决这个问题我选择做了用户调研，收集了 500 份问卷，发现用户最关
心学习效果和课程质量，所以我们调整了营销策略突出了“课程跟踪”的具体卖点，比如“名师授课”，“学习效果可量化”，通过分享学员每周的演奏视频，以及学员转发我们的视频到朋
友圈能够得到课程价格优惠等，做了一系列真实用户的分享，最终让用户转化率提升了 20%，这段经历让我意识到产品营销的核心是理解用户需求，并用他们能接受的方式传递产品的价
值。

"This reminds me of a big challenge from my very first digital marketing job. When
I started the WeChat Official Account for that music education company, I saw users
didn't trust the product much. Back then, not many education companies used WeChat
like this, and lots of people thought online learning didn't work well. To fix
this, I did user research, collected 500 surveys, and found users cared most about
learning results and course quality. So, we changed our marketing to really push
the 'course tracking' benefit – things like 'expert teachers' and 'measurable
progress'. We shared real student videos every week and gave discounts if students
posted our videos on their Moments. We did a whole series of these real student
stories. In the end, user sign-ups increased by 20%. This whole experience taught
me that product marketing is really about understanding what users need and
explaining your product's value in a way they get."

您提到 X'lombra 账号播放量高出同类 97%，具体对比基准是什么？如何排除算法波动或外部因素影响？”

得出这个数据是小红书自带的数据分析，并且这个账号是新创建的，真正从 0 开始，对于新账号来说稳步的更新是很重要的。我每天都能保持更新，一周产出 6 个图文以及一条视频内容，

作为一个粉丝为 0 并且逐渐增加的公司类新账号在小红书能得到上千的浏览量已经是非常不错的了。并且在平台我也积极和领域相关的博主互动，无论是评论别人的帖子还是主动私信，一
定程度上也为我们账号带来了点击率，吸引更多的人来我们的主页。除了最基础的和比我们先建号 3 个月内的同类竞品账号的数据分析之外，我们也锁定了行业头部的 3 个竞品账号，每
月采集自然流量视频的均值，分析别人爆款图文或者视频的优缺点，并在我们之后的方案中改进，对比我们之间的差距，从而得到客观的反映。
"This data comes straight from Xiaohongshu's own analytics, and since this was a
brand new account starting completely from zero, consistent posting was super
important. I made sure to update every day, putting out six image posts and one
video each week. For a company account starting with zero followers that grew
naturally, getting thousands of views on Xiaohongshu is actually really good. Plus,
I actively interacted with other creators in our field on the platform – commenting
on posts and sending DMs – which definitely helped drive more clicks to our profile
and brought more people to our page. Besides just comparing our basic data to
competitor accounts created within 3 months before us, we also tracked the top 3
players in our industry. Every month, we looked at their average views for organic
videos, studied what made their top-performing posts or videos work (or not),
learned from that, and improved our own plans. This gave us a clear, objective
picture of where we stood compared to them."

2.“您的百万粉丝抖音账号内容领域是什么？如果从 0 到 1？”

我们的百万抖音账号是以我朋友的名字“罗伦才”运营的个人搞笑生活类账号。因为在最开始的时候，我们的最初的想法就是想最快速的赚钱。围绕这个目标，我们需要快速的增加粉丝，因
为抖音的推送规则会优先推送同地区的人，而且抖音的用户环境比较与小红书来说更偏下沉市场，所以我们在最开始的时候选择了搞笑并且在视屏中加入四川方言，这样能够最快吸引粉丝。
并且现在的中国对互联网环境对男性更加友好，因为女粉丝会更愿意点赞评论甚至转发给朋友，而且非常多消费领域的女性用户也更多，之前京东有个很搞笑的消费能力排行榜：女性，小孩，
老人，宠物，男人。所以我们的账号是他出镜拍摄并发布视频。我更多的是以女性用户视角挖掘新的选题，写视频脚本，想什么样的台词更加自然有趣，以及维护粉丝群的账号管理工作。之
前我们的选题都非常的生活化，但现在粉丝基础够了之后，我们也在做系列视频，广告植入自然，并且我们也积极参加一些公益活动，这个六一儿童节我们参与了保护唇腭裂儿童的公益直播，
我们之前接的广告很多也是助农产品，这些都为我们带来了好的影响，并且为我们的长期发展提供支持。
"Our million-follower Douyin account is a personal comedy/lifestyle channel run
under my friend's name, Luo Luncai. Right from the start, our main goal was to make
money as quickly as possible. To do that, we needed to gain fans fast. Because
Douyin’s algorithm pushes videos more to local users, and its audience tends to be
more down-to-earth compared to Xiaohongshu, we chose comedy and added Sichuan
dialect in our videos – that really helped us attract fans quickly. Also, the
internet in China is generally more friendly to male creators because female fans
are more likely to like, comment, and share videos with friends. Plus, there are
way more female users in many spending areas. Remember that funny JD.com spending
power list? It went: women, kids, old people, pets, then men! So, he’s the one who
appears in and posts the videos. My role is more about thinking like a female user
to find new topics, writing the scripts, making the dialogue natural and funny, and
managing our fan groups. Before, our content was very everyday-life focused, but
now with a solid fanbase, we’ve started making series videos with natural ad
placements. We also actively join public welfare activities, like this Children’s
Day we did a charity livestream for kids with cleft lips. Many ads we take are also
for helping farmers sell local products. All this has given us a good image and
supports our long-term growth."

奢侈品行业深度拷问**
3. **“您签约的 4 个设计师品牌具体是谁？合作后为中国市场做了哪些定制化改造？”**
Pecoranera、Hikari no yami,meriisi，plas。
他们同时也是在米兰时装周期间 fashionhub 空间展出的设计师品牌，和 xlombra 签订了最初步的协议。这也是他们在中国市场的一次尝试，最初步的协议包括艺人借衣，
进驻 xlombra 的 showroom 等，这些更像是时尚行业的内部测试。另外我们也会提供更多的亚洲人身材数据以及潮流趋势供品牌参考，我们的选品也会根据中国人的审美来
选择。初步的协议结束，如果这些测试数据不错的话，才会开启淘宝等电商运营，中国本土化的网站，各类社交媒体账号等。

"Pecoranera, Hikari no yami, meriisi, and plas are designer brands that also showed
at the Fashion Hub space during Milan Fashion Week. They signed a first-step
agreement with Xlombra, which is like their first try in the Chinese market. This
early deal includes things like lending clothes to celebrities and joining
Xlombra’s showroom – kind of like test runs in the fashion industry. We’ll also
provide the brands with more body measurements for Asian people and info on trends
to help them, and we’ll pick products based on Chinese tastes. If these test
results look good after the first agreement ends, then we’ll start things like
Taobao shops, a China-specific website, and social media accounts."

怎么做一个新品的策划

如果我来做产品推广，首先我会明确推广目标，这个其实是最重要的。任何推广计划一定围绕目标来，假如我们的目标设定是卖货，比如新品上市守约营销额达到多少件品牌知名度在目标人
群中提高百分之多少？那在预算管理上种草和电商端转化，我会分配更高的比例。
在渠道的选择上，我会根据目标用户的行为习惯，重点投放抖音，小红书、bilibili 适合做品牌曝光和种草和直播，预算占比 40%，电商平台，比如淘宝适合做销售转化承接预
算占比 30%，是否开通线下渠道比如快闪店等线下体验，预算占 20%。以及机动预算 10%应对市场变化或者突发机会，比如某个平台流量突然爆发，可以快速地的追加投放。

在我的工作上，我觉得步骤应该是 1.市场调研与用户分析，了解市场现状以及用户的需求，
2.设定分阶段的推广策略。首先通过社交媒体和 Kol 进行种草，邀请时尚博主或者科技博主进行产品体验分享突出我们的核心卖点，并制造话题，同时安排电商直播做转化。然后结合
电商平台的促销节日，比如购物节进行大规模的曝光和销售同时推出限时优惠活动，比如首发折扣赠品吸引用户下单。第三步通过用户生成的内容来维持热度，比如鼓励用户在小红书微博抖
音等平台分享使用体验，并举办线上挑战赛，谁的搭配能获取最高的赞，增加用户参与感和品牌粘性。我觉得也需要设定明确的数字来衡量推广的效果，比如我们最开始的预期需要多少的曝
光量？我们的销售额回报率能不能在一比三以上，以及我们的持续增长期间我们在同类搜索的排名能不能保持名单前几时？我会通过数据分析工具时刻监控推广效果以及及时调整，确保我们
的目标完成。

"If I were handling product promotion, first I'd clearly define the goals – that's
actually the most important part. Any plan has to revolve around the goals. Say our
goal is selling products, like hitting a sales target for a new launch or
increasing brand awareness by a certain percent among our target group. Then for
budget, I'd put more money into building interest (like seeding content) and
driving sales on e-commerce sites. For picking channels, I'd focus on where our
target users hang out: Douyin, Xiaohongshu, and Bilibili are great for brand
exposure, seeding interest, and live streams – I’d give them about 40% of the
budget. E-commerce sites like Taobao are better for sales, so they’d get 30%. For
offline stuff like pop-up stores or experiences, maybe 20%. And I’d keep 10%
flexible for surprises, like if a platform suddenly gets hot and we need to jump in
fast. In my workflow, Step 1 is market research and user analysis to understand the
market and what users want. Step 2 is setting step-by-step promotion plans. First,
use social media and KOLs to build buzz – invite fashion or tech influencers to try
the product, highlight key features, create topics, and do live sales. Then, tie
into big sales events like shopping festivals for massive exposure and discounts,
using things like launch deals or free gifts to push orders. Step 3 is keeping the
buzz alive with user-generated content – encourage people to share experiences on
Xiaohongshu, Weibo, Douyin, run fun contests like "best outfit wins," to boost
engagement. We also need clear numbers to track success, like: Did we hit our
expected views? Are we getting at least $3 back for every $1 spent? Can we stay
near the top in search rankings? I’d use data tools to watch results closely and
tweak things to make sure we hit our goals."

我问他们的问题：
在服务欧洲奢侈品牌进入中国市场时，贵司如何量化‘本土化成功’？是粉丝增长率、溢价接受度还是复购率

"When helping European luxury brands enter the Chinese market, how does your
company measure if 'localization works'? Is it through things like follower growth,
whether customers are willing to pay more for the brand, or how often people keep
buying from them – and which ones matter most?"