Brand Operation

This is for running an official brand account on Xiaohongshu when you need to build audience and drive sales without looking desperate. It walks you through brand positioning, content pillars (education, product info, social proof, values, entertainment), and a posting cadence that aims for 4-5 times per week with an 80/20 value to promotion ratio. The framework is opinionated about engagement rates you should hit (8-12% for educational content, 10-15% for user-generated stuff) and includes a monthly content calendar mapped to seasonal themes. If you're spinning up a brand presence from scratch or trying to fix a ghost town account, this gives you the structure. Just know it assumes you already have brand identity nailed down and resources to post consistently.

skills.sh installs: 335
GitHub stars: 539
last updated: Aug 21, 2026

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Install

$ npx -y skills add vivy-yi/xiaohongshu-skills --skill brand-operation --agent claude-code

Installs into .claude/skills of the current project.

Files

Brand Operation (品牌号运营)

Overview

Brand operation is the strategic management of an official brand account on Xiaohongshu to build brand awareness, engage with target audience, drive conversions, and create a cohesive brand presence that supports business objectives through consistent, value-driven content and community management.

When to Use

Use when:

Managing official brand account on Xiaohongshu
Building brand presence and community
Launching or growing brand account
Managing brand reputation and customer service
Coordinating brand marketing efforts
Driving traffic and sales from brand account

Do NOT use when:

Just starting without brand strategy
No resources for consistent posting
Product or service not ready
No clear brand identity

Core Pattern

Before (poor brand account):

❌ "Inconsistent posting, sporadic content"
❌ "Purely promotional, no value"
❌ "Low engagement, ghost town"
❌ "No community, just broadcasting"
❌ "Sales-focused, alienates audience"

SKILL.md on GitHub