Planting Grass

Name: Planting Grass
ISBN: 9787533977306

小红书营销实验室 / 于冬琪Zhejiang Literature and Art Publishing House · ChinaDec 2024

3.8

Word count: 138K words
Chapters: 30
ISBN: 9787533977306

Report an error Find this book

Summary

I thought it was a marketing problem, but it is actually a business management problem;\nI thought it was a reputation problem, but it is actually a product and service problem;\nI thought it was a content placement problem, but it is actually a user insight problem;\nI thought it was a luck problem, but it is actually a management problem.\nThe book Zhongcao fully presents the third paradigm of modern marketing, "seeding marketing," with theoretical support from Philip Kotler, the "father of modern marketing," and is co-authored by the Xiaohongshu Marketing Lab and senior business researcher Yu Dongqi.\nSeeding is quality-driven business growth. This book deeply reviews six years of accumulated practical experience in seeding and more than 40 real corporate case studies, fully reconstructing the complete practices of four consumer brands, and summarizes a new definition of "seeding": seeding is a way of doing business in response to changing users and the future; through seeding, one sincerely helps people, finds solutions for the life they aspire to, and enables companies to achieve sustained success.\nThe book fully analyzes the underlying principles of "seeding": through the four steps of capture, understanding, amplification, and stimulation, it forms a self-reinforcing positive cycle and becomes a business method that drives corporate development. It is a "seeding playbook" tailored for startup brands, traditional enterprises, e-commerce teams, and platform influencers, and a new way out in an era of involution.

Editor's review

The ambition of Seeding is not to teach people how to write viral posts, but to pull "seeding" back from ad-buying tactics to the logic of running a business. The book repeatedly unpacks one judgment: marketing problems are often business problems, reputation problems are often product and service problems, and content-placement problems often stem from insufficient user insight. This line of inquiry takes the book beyond the scope of an ordinary marketing how-to. It presents the "seeding marketing" paradigm in full, forming a self-reinforcing positive cycle through four steps—capture, understand, amplify, and inspire—and, drawing on six years of hands-on experience and more than 40 company cases, gives a full retrospective of how four consumer brands put it into practice. For startup brands, traditional enterprises, e-commerce teams, and platform influencers, the greater value lies in how it grounds "sincerely helping people and finding solutions for the life they aspire to" in business methods rather than leaving it as a slogan. When reading, it is best to compare the cases with your own business and examine your products and user understanding as you go, rather than copying the ad-buying actions.

Who it's for

A good fit for

Startup founders and those responsible for building a marketing system from scratch
Operators at traditional enterprises who need to understand content platforms and user insight
Operations staff at e-commerce teams responsible for content placement and seeding
Content creators who want to turn a personal account into a sustainable business

Not a good fit for

Readers looking only for short-term traffic tricks and quick-growth templates
Purely academic researchers with no connection to consumer brands or content platforms
People who expect to immediately apply a fixed formula to solve all marketing problems after reading

Reading tips

Start with the chapters redefining "seeding" and the four steps to establish a business perspective, then move on to the case section.
After each case, pause to compare it with your own products, services, and user insight, and note one verifiable improvement point.
Use "capture, understand, amplify, inspire" as a checklist to review your existing content and placement processes.
If there are many cases, first read closely the brands at a business stage similar to yours and skim the rest to avoid information overload.

About the publisher

Zhejiang Literature and Art Publishing House China · Founded in 1983

Zhejiang Literature and Art Publishing House is a Chinese publisher specializing in literary publishing. Judging from the 808 titles in the database, its publishing areas cover world classics, foreign literature, social novels, folk literature and classic works, as well as modern and contemporary literature and prose. Representative titles include foreign literary translations such as Anna Karenina, The Temple of the Golden Pavilion, In Praise of Shadows and The Complete Tragedies and Comedies of Shakespeare, alongside classic works by Lao She and Lu Xun such as Camel Xiangzi, Teahouse and Wandering. Its authors and translators include Leo Tolstoy, Cao Ying, Lao She, Yukio Mishima, Jun'ichirō Tanizaki and Zhu Shenghao. The press emphasizes the translation and introduction of classic texts and the compilation of native literary works, giving equal weight to Chinese and foreign literature. Owing to limited public information, its specific series and editorial policies are not elaborated here.

版权信息
作者简介
序言
CHAPTER 1 重新理解种草
引言 “种草”的前世今生
01 种草的真正含义：真诚地帮助人，为向往的生活找到解决方案
02 逆势增长的秘诀：回归“以人为本”
03 种草背后，不可逆的趋势正在发生
CHAPTER 2 种草的底层心法
引言看见每个人向往的生活
01 让激发态成为行动的信号
02 捕捉：找到消费趋势的起点
03 理解：拆解激发态背后的根因
04 放大：大范围的复现，实现激发态的传递
05 激发：找到参与动机，借助用户的力量形成自传播
CHAPTER 3 让种草在企业内发生
引言种草对企业管理提出了新要求
01 建成体验管理循环，让正反馈持续发生
02 选对人，找到传递体验的神经元
03 打破部门墙，让体验驱动协同
04 算对账：不只看一次成交，也要看长期价值
05 打破惯性，推动组织变革
CHAPTER 4 那些种草型企业的完整面貌
引言探寻种草型企业
01 Babycare：持续孕育爆品的种草型组织
02 方仔照相馆：技术结合体验的新品类开创者
03 羊织道：为“像自己”的她们创立的品牌
04 亚朵星球：靠爆款突破老行业的新玩家
附录种草常见问题与解答
写在最后

FAQ

How is "seeding" defined in the book?

The book defines seeding as a way of doing business in the face of changing users and the future: sincerely helping people, finding solutions for the life they aspire to, and enabling the company to succeed sustainably. It is not just a content-placement action but a business method involving user insight, products and services, and management.

What exactly are the four steps in the book?

The materials indicate the four steps are capture, understand, amplify, and inspire; together they form a self-reinforcing positive cycle and a business method that drives company development. While reading, you can map each step onto your own business processes and check which link is weakest.

Is this book suitable for people running personal accounts?

It suits platform influencers and content creators who want to turn an account into a sustainable business. The book emphasizes user insight and sincerely helping people rather than merely chasing traffic tricks, which offers useful reference for individual creators in understanding long-term business building, though they should adapt it to their own content niche.

With so many cases, does the book feel scattered?

The book reviews more than 40 hands-on company cases and fully reconstructs how four consumer brands did it, so the information load is indeed substantial. It is advisable to first grasp the main thread of the four steps, then select cases close to your business stage for close reading, treating the cases as material for verifying the method rather than imitating each action one by one.

Comments

Find this book

This site is an index: you start “Search all sources” in your browser, and the entries it lists all point to third-party sites; please judge their availability yourself.

About the author

小红书营销实验室 Author

Xiaohongshu Marketing Laboratory is the collective author credited with the book Zh种草 (Seeding). Public information about it is limited: apart from the author name, its representative work, and its common category, there is no clear record of its institutional nature, founding background, or membership. Judging from the form of the byline, the name clearly points to platform-based marketing research, and it generally suggests compiled materials or summarized methods concerning content communities and consumer trends. Based on the available information, the laboratory's work is classified under social culture, focusing on the interaction between everyday consumer behavior, content dissemination, and brand communication. Its writing tends toward practical observation and the organization of experience, in plain language, and is aimed at general readers interested in social media marketing and consumer culture. Seeding, the only work currently recorded, reflects the basic profile of this byline on these topics.

于冬琪 Author

Yu Dongqi is a Chinese-language book author about whom little public information is available. Only one work can currently be confirmed, titled Zhongcao (roughly, "Planting Grass," a popular term for recommending products or experiences). The book is classified under social culture and addresses the widely used notion of "planting grass" in contemporary consumer and social-media contexts, offering an observation and discussion intended for general readers. Available information does not indicate the author's nationality, dates of birth and death, educational background, or professional identity, and no further works are recorded for reference. Judging from this single title, the author attends to cultural questions arising where everyday life meets the media environment, approaching them through familiar topics and treating everyday consumer behavior and social communication habits as subjects for discussion. Because the material is limited, the full range of the author's style and overall body of work cannot yet be assessed, but the subject of Zhongcao suggests an interest in the social psychology and group interaction behind current popular vocabulary. Readers seeking a fuller understanding of the author's position and approach should still rely mainly on the text of that book.