Sales of over 9 million with a single account? A guide to selling 7-digit products on Xiaohongshu product notes!

From product selection strategies to content layout to operational skills, this article provides a complete set of guides for selling products on Xiaohongshu to help brands and merchants stand out in the fierce market competition.

Xiaohongshu’s closed-loop e-commerce consists of three elements:

1. Product selection (determine which products sell most efficiently);

2. Traffic (how to get more people to see and recommend the product);

3. Conversion (how to get people who have bought your product to quickly complete the purchase).

Regarding conversions within Xiaohongshu, the following four methods are generally involved!

How to play 1: Selling goods with product notes trailer

Brands can directly link products in the published notes. When users are browsing the content, if they are interested in the recommended products, they can directly click on the link to purchase them.

Method 2: Xiaohongshu Broadcast

Brands use the fans and traffic of influencers to help them sell their products, with the influencers as the center.

Method 3: Xiaohong Bookstore Broadcast

Brands can broadcast live in their official Xiaohongshu store accounts to showcase and recommend products in the store, thereby increasing brand visibility and providing customers with a more personalized shopping experience.

Gameplay 4: The above 3 methods

Grouping by team capabilities

For example, a certain bare leg artifact sold goods through "note trailer + expert live broadcast room", and increased sales by 32 million in 8 months on Xiaohongshu;

A seamless underwear brand sold its products through "note trailer + Dabo + store broadcast", and its sales on Xiaohongshu exceeded 20 million in 10 months;

A certain lipstick brand achieved sales of over 5 million yuan on Xiaohongshu in 8 months through the “note trailer + store live broadcast + Da live broadcast”.

Next, let’s focus on how to make product notes that can generate orders on Xiaohongshu?

The factors that affect the sales output of Xiaohongshu’s product notes trailer generally involve three dimensions: product selection strategy; content layout; operational strategy and efficiency improvement techniques!

1. Product selection strategy: If e-commerce fails to sell products, it may be because the products are not selected correctly!

1. The product is good-looking and cost-effective!

If you want to sell products through Xiaohongshu, you must make users feel that the purchase cost of this product is low after reading the content. Apart from the most intuitive monetary cost, there is no learning cost and action cost, and the conversion efficiency will be very high!

2. Can the content quickly express and solve people’s problems/needs?

For example, some products meet the needs of users for choosing underwear in summer by making big breasts look smaller or having an invisible effect. The stronger the intuitive feeling, the faster the conversion. Therefore, it is very important that the product can intuitively present the usage scenario. Scenario-based expression can improve content marketing and conversion efficiency.

3. Convey trust and increase conversion value!

For example, the supply chain advantages behind the product; the background of the person behind the product, etc., so that users can understand the insistence on quality, thereby establishing trust and converting them into loyal fans.

2. Content is king: 4 sales templates that can be directly applied!

1. Emphasize product cost performance

For example, when selling flowers, you can demonstrate the value of the product through intuitive price comparison such as “Take a cup of milk tea home/13.8 free shipping/19.9…”

(Image source: Xiaohongshu)

For example, when selling false eyelashes, use specific numbers to mark the price as “9r/only 9.9/120 clusters only 9.9” and other cost-effective price tags.

(Image source: Xiaohongshu)

2. Highlight product advantages in comparison

For example, by selling leg-revealing gadgets from different brands, we conduct detailed evaluations and compare them from multiple dimensions (such as skin color simulation, natural wearing, etc.) to provide users with real feedback.

(Image source: Xiaohongshu)

For example, when selling underwear, they start from the pain points that users are concerned about, such as "underwear is easy to show through when wearing white clothes" and "large breasts make content look small and it is easy to fail to do so", and compare the effects of ordinary content and underwear in stores to highlight the "invisibility" and plastic effect of their underwear products.

(Image source: Xiaohongshu)

3. Essential content

For example, when selling hats, the blogger can try them on to show users how to choose hats for different head circumferences and how to wear them, thus providing a certain reference value to help customers purchase the product.

(Image source: Xiaohongshu)

For example, selling the leg-revealing artifact and sharing the DIY layering method of the leg-revealing artifact to help users better integrate the leg-revealing artifact into daily wear, increasing the practicality and attractiveness of the product.

(Image source: Xiaohongshu)

4. Quickly convey the value of the product to people!

For example, when selling hats, you can highlight the product’s advantage of “making the face look smaller” through before-and-after pictures, and explain the three-step method for choosing the right hat.

(Image source: Xiaohongshu)

For example, when selling underwear, the characteristics of their products can be magnified by the upper body effect to make breasts look smaller, and the underwear has an "invisible" feeling compared to other clothes, which can effectively avoid the embarrassing scene of bras being see-through in the summer.

(Image source: Xiaohongshu)

PS: If conditions permit, brands can superimpose content endorsed by influencers from past collaborations.

For example, this underwear brand maximizes the content materials endorsed by influencers and uses "Papi Jiang recommends..." to attract everyone's attention. At the same time, the content emphasizes the invisible function of the content product to enhance the product seeding effect.

(Image source: Xiaohongshu)

3. How to achieve explosive growth in product sales through the “3 more” strategy!

If you want to maximize sales from Xiaohongshu under natural flow conditions, you must implement the "3 more" operation strategy - multiple accounts, multiple notes, and multiple stores.

1. Multi-account strategy: By operating multiple accounts, you can cover a wider user group and increase the brand’s visibility on the platform.
2. Multi-note strategy: Publish a large number of high-quality notes to increase the diversity and coverage of content and attract users with different interests and needs.
3. Multi-store strategy: By listing products in multiple stores, we can provide more shopping options and meet the purchasing needs of different users.

For example, a certain brand of bare-leg artifact has 49 accounts, more than 1,400 notes in the past 90 days, and 7 stores. As of November 25 this year, the estimated total product sales volume is more than 48 million, and the sales volume has increased by 32 million in 8 months.

For example, a certain false eyelash brand was launched on April 9, 2024, with estimated sales exceeding 8.6 million. Related products were listed through 8 accounts, more than 8,300 notes, and 150+ stores.

For example, a lipstick brand achieved sales of over 5 million yuan in 8 months through 15 matrix accounts, over 5,700 notes, and 3 stores.

For example, a flower brand, whose best-selling product [Rose wholesale price, picked and shipped on the same day] was launched at the end of August 2022, achieved sales of 6.2 million yuan with one account, more than 25,400 notes, and one store. (PS: You can increase the number of stores and accounts to increase product exposure and conversion!)

4. Xiaohongshu sales notes operation skills: expand exposure and reduce operating costs!

Operational skills 1: The account can be operated by corporate account + employee account, and the content focus can be divided. Different content expressions can attract different people.

For example, a lipstick brand:

① Brand account positioning: Domestic skin care brand, nationally certified high-tech, product quality is trustworthy; publish content such as product anti-counterfeiting, product updates, fan feedback, etc. to establish brand image and increase interaction with fans.

② Employee account positioning: as an employee of an enterprise, we will help you become more beautiful without taking detours, @brand official account to enhance persuasiveness; publish single product recommendations, product collections, effect displays and other content to amplify product advantages and increase conversion rates.

Operational skill 2: Content templates can be replicated, and different products can use the same set of expression logic to reduce content operation costs.

As shown in the following store, the hat products in the store all use this set of templates for effect comparison, highlighting the unique advantage of the products in "making the face look smaller". The store's best-selling autumn and winter products last year and this year's autumn and winter products have achieved good conversions through this type of notes.

(Image source: Xiaohongshu)