ANALYSIS OF CONTENT MARKETING STRATEGIES BASED ON THE XIAOHONGSHU PLATFORM — A PRACTICAL ANALYSIS BASED ON THE ACCOUNT “银河中岸边的小葵 (泰国版)”

Abstract

In the context of digital globalization, the Internet and social media have promoted economic and cultural exchanges, and changed the way of obtaining information and making consumption decisions. As China's leading lifestyle sharing platform, Xiaohongshu has become an important tool for young users to obtain inspiration and make decisions through user-generated content (UGC) combined with social and e-commerce functions, and has also provided opportunities for bloggers to achieve brand cooperation and commercial realization. This study takes Xiaohongshu's "Xiaokui on the Bank of the Galaxy (Thailand Edition)" as a case study, combines the SIPS model (Sympathize, Identify, Participate, Share & Spread) and user behavior theory, and uses case analysis and data analysis methods to conduct a content strategy case analysis of five Chinese bloggers with high interaction rates in Thailand, and explores the relationship between content form, theme and user interaction rate. The study found that in the current market environment, short videos are significantly better than traditional graphic forms due to their intuitiveness and diverse narrative style, and can more effectively attract user attention and increase interaction rates. Bloggers can establish a deep emotional connection with fans through precise theme positioning, such as food, travel and shopping recommendations, and integrate real experiences and cultural characteristics, thereby promoting brand promotion and commercial conversion. The success of Xiaohongshu bloggers relies on the advantages of each stage of the SIPS model: in the resonance stage (Sympathize), capturing user needs through emotional content; in the confirmation stage (Identify), enhancing trust with real scenes; in the participation stage (Participate), encouraging user interaction and converting into purchasing behavior; in the diffusion stage (Share & Spread), promoting user spontaneous dissemination to achieve word-of-mouth marketing. In addition, niche bloggers build community trust through authenticity and personalized sharing, and improve content exposure and user stickiness through UGC and algorithm optimization, further deepening brand cooperation. In summary, this study provides practical guidance for bloggers to optimize content strategies and brand cooperation, and provides reference for digital economy and cultural exchange cooperation between China and Thailand, helping Xiaohongshu to enhance its influence in the cross-cultural market.