Hunter Valley

Long term service

Chinese Social Media Marketing

Project Summary

As a brand operation strategist on the Xiaohongshu platform, I carefully planned the existence of the brand, contacted the domestic operation team, and managed the operation of the matrix account, including the authentication and setting of official enterprise accounts, content creation and publishing, as well as the management of other matrix accounts, effectively improving the visibility and market share of Hunter Valley in China.

My Contribution

1. Brand Strategic Planning:
Develop the long-term strategy and short-term goals for the brand in the Chinese market.
Determine brand positioning to ensure alignment with target consumer expectations and market dynamics.
2. Market Research:
Gain in-depth understanding of the characteristics of the Chinese market and consumer behavior.
Analyze competitors’ activities to inform brand strategy.
3. Strategic Partnerships and Brand Direction:
Engage with viable domestic operators and service providers to establish collaborations.
Steer the brand’s operational direction within the Chinese market, ensuring alignment with local market dynamics and consumer expectations.
4. Brand Operations and Sales Strategies:
Develop market-oriented operational and sales enhancement strategies for the brand.
Encompass a comprehensive approach that includes recommendations for website development, managing the Xiaohongshu platform’s matrix operations, and creating engaging promotional videos, among other strategic initiatives.
5. Content Creation and Publishing:
Manage the authentication and setup of official enterprise accounts.
Be responsible for content creation and publishing, ensuring content aligns with the brand image and market strategy.
6. Matrix Account Management:
Manage the operation of the Xiaohongshu platform’s matrix accounts, including other related accounts.
Ensure synergies between matrix accounts to enhance overall brand influence.
7. Data Analysis and Optimization:
Analyze operational data, including user engagement, conversion rates, and sales data.
Optimize operational strategies and content plans based on data insights.
8. Budget Management:
Develop and manage the brand operation budget.
Ensure maximum return on investment and plan budget allocations wisely.
9. Risk Management:
Identify and assess potential risks in the operation process.
Develop risk mitigation strategies and contingency plans.
10. Team Leadership and Management:
Lead and manage the domestic operation team.
Ensure team members have clear responsibilities and provide necessary training and support.
11. Compliance and Legal Affairs:
Ensure all operational activities comply with Chinese laws and regulations.
Work with legal advisors to handle legal matters related to brand operation.
12. Crisis Management:
Prepare and implement a crisis management plan to address potential negative events.
Protect the brand image swiftly and effectively in the event of a crisis.
13. Continuous Innovation:
Seek innovative operation and marketing methods to maintain brand competitiveness.
Keep track of the latest social media trends and technologies to bring new growth opportunities for the brand.

My Team Contribution

1. Shopify Mall Website Design and Construction: Craft and build a Shopify-based mall website, ensuring it is user-friendly, visually appealing, and optimized for e-commerce.
2. Xiaohongshu Operations Coordination: Work in tandem with the operations team to guide the strategic direction of Xiaohongshu’s operations, ensuring brand consistency and market alignment.
3. Resource Integration and Collaboration: Harness team resources from various departments, collaborating with design, editing, and photography teams to execute projects effectively.
4. Client Communication and Operational Support: Engage with clients to understand their needs and provide solutions to operational challenges, ensuring smooth business processes.
5. Content Quality Control: Conduct thorough reviews of video and graphic content, maintaining high standards of quality in production.
6. Content Publishing Responsibility: Manage the publishing of content across platforms, ensuring timely and accurate dissemination of information.
7. Xiaohongshu Video Release: Handle the release of videos on the Xiaohongshu platform, optimizing for viewer engagement and platform algorithms.
8. Multi-Platform Content Publishing: Curate and publish content for enterprise multi-platform matrix accounts as per the set guidelines, maintaining brand messaging and consistency.
9. Promotional Video Production for Hunter Valley: Produce promotional videos for Hunter Valley, highlighting its unique selling points and engaging the target audience.
10. Signing Event Video Production for Aumake, Hunter Valley, and Guangxi Jiuwo: Create promotional videos for the signing event involving Aumake, Hunter Valley, and Guangxi Jiuwo, showcasing the partnership and its benefits.