New selling ideas on Xiaohongshu: An account with 1,000 followers sells 15 million yuan a year! 3 "wild ways" case studies to help you avoid the involution trap!

In the competitive content ecosystem of Xiaohongshu, many merchants and creators are trying to find a way to sell their products. This article disassembles three "wild ways" cases to reveal how accounts with thousands of fans can achieve annual sales of tens of millions through unique operating strategies and content innovation.

Why do many businesses have mediocre traffic on Xiaohongshu notes regardless of whether they cooperate with influencers or produce their own notes internally, but some small stores with thousands of fans can achieve monthly sales of millions?

The product is not bad & the budget is not small, so why is it always stuck in the quagmire of [content homogeneity, user disinterest, and difficulty in building trust]?

Today, we will talk about the application scenarios of selling content through the disassembly of 3 cases:

🔷A massager became an "emotional currency" and sold 15 million in a single gift-giving scenario;

🔷Relying on the persona of "craftsman/manufacturer", the pillows became a hot-selling item;

🔷Started from 0 followers in 2 months, sold pillows with the concept of "beautify through sleep", and sold 5 million in 1 year!

Both are selling pillows on Xiaohongshu, but the sales are very different! One is the product IP logic, the other is the person IP logic. What is the difference in account operation and content expression?

Without the support of capital and appearance, ordinary merchants can find a shortcut to sell goods on Xiaohongshu by using the three methods of "scene fission + character breakthrough + demand word creation"!

01 From massagers to "emotional currency": How to use one flagship product to generate 15 million GMV?

This massager, relying on the infinite fission strategy of [crowd X scene], harvests in the three major tracks of maternal and child, gifts, and special holidays at the same time!

3000+ fans with annual sales of 15 million, and the following 3 actions:

One product extends to countless gift-giving scenarios

From giving gifts to best friends to giving gifts to husbands, from giving gifts to best friends who are pregnant and have back pain to receiving the most thoughtful gift from husbands; from giving gifts during the Spring Festival to giving gifts on Valentine's Day, turning massagers into [emotional currency for all relationships].

Content model for salesperson conversion

First, introduce the pain points that cause back pain in different scenarios, then use the features and functions of massagers to solve the problems, and finally use the positive reviews from people who have purchased the product in the comment section as feedback, so that users can be converted layer by layer.

Festival traffic booking strategy

Matrix notes are laid out in advance around the corresponding scenes of different festivals such as Spring Festival/Valentine's Day/Goddess Day, and the monthly sales for a single festival have reached more than 3 million.

Many times, people are used to talking about the efficacy and selling points of a product right when selling it, but by implanting the product into a high-value scenario, what is being sold is emotion, and emotions cannot be compared in price, which means that it can be sold at a high premium!

Countless people and pain points can be derived around the gift-giving scenario. Then, you can seize the holidays and plan ahead to complete the "sowing-harvesting" process. The content is simple and reusable!

02 Handmade diary + factory direct delivery: How do accounts with thousands of followers sell low-frequency products?

Recently I came across some "small workshop-style accounts" with only a thousand followers or so, but they were able to sell low-frequency products like pillows for more than 70,000 in a month!

Three main things were done right:

Write the assembly line products into "Diary of a Handmade Man";

For example, "My mom said to me, why am I making a cervical pillow? Is anyone going to buy it?" and complaining about the fate of being copied by peers, etc., by telling the story behind the product to bring you closer to users!

Use the identity of "factory direct" to capture people's minds;

Blue V certification endorsement + price around 20-50 + high product value, 3-piece set to increase conversion;

Multiple content "round-the-clock battle to wash keywords";

Accurate users will search for "neck protection, cervical pain" and come across the content. The Jinzui pillow becomes the solution. After clicking on it, positive comments from people who have purchased the product will accelerate trust and conversion!

Now we see more and more accounts creating a "craftsman persona" or manufacturer persona at low cost, accurately intercepting traffic around product category words and user demand words, and then coordinating multi-account linkage blasting to continuously complete the creation and sale of hot products through a complete SOP.

I think this is another way out for many people who want to sell goods but have no sense of camera and feel psychologically burdened to appear on camera. This is indeed an era of IP, but IP is not necessarily a person, it can also be a product.

03 How can a pillow priced at RMB 49.9 sell for 5 million yuan a year? How to create a new market by relying on “beauty anxiety”!

All of them are selling buckwheat pillows, but some people talk about the price, some talk about the efficacy, while this merchant directly talks about "demand re-creation."

The other party is not talking about the product, but understanding the top traffic code of "beauty anxiety"! The cervical pillow is positioned as a beauty-level hot product, and the core has the following 3 steps:

Dimensionality reduction product positioning;

She proposed a new logic, saying that the wrong sleeping posture will lead to double chins and neck wrinkles. So what she sells is not pillows, but [sleeping beauty knives], packaging buckwheat husks as "anti-aging essentials".

Word creation has triggered new demands;

Concepts such as "Self-help guide for sleeping posture across the face" and "Thin pillow back technique" have triggered clicks on rigid demand. After all, no one doesn't want to change their beauty in an easier way.

Bombing the stories behind the products;

Through the hot-selling product delivery scenarios and post-purchase user feedback stories, we deepen everyone’s trust in the product.

These two buckwheat pillow sales accounts have one thing in common: they have built an industrialized path for content production. Only by making things simple enough can they be sustainable, and only with sustainability can they usher in an explosion!

Their content production is to break down seemingly accidental popular content into replicable methods:

1. The titles are all centered around keywords with high user demand, such as cervical pain, how to get rid of double chins, how to get rid of neck wrinkles, etc.

2. When users click in because of demand, build trust through product stories and combine positive user feedback;

Finally, a set of content links were built to accelerate user conversion!