What exactly are the benefits that Xiaohong Bookstore is broadcasting?

In the world of digital marketing, Xiaohongshu's store broadcast function has become a new area for brands and merchants to explore. This article deeply analyzes the bonus mechanism behind Xiaohongshu's store broadcast and how to maximize its potential through refined operations.

Everyone has been told that Xiaohongshu store broadcasts have benefits, so many business friends will try broadcasting. After the broadcast, they find that the effect is not good, and they are confused. What is the benefit of this store broadcast? The effect is obviously very poor, so where is the benefit? Today, I will give a complete interpretation of the benefits of store broadcasts. Behind it is the benefits brought by algorithm changes.

The distribution logic of Xiaohongshushu is completely different from that of Douyin.

Douyin users can scroll up and down in the live broadcast room on the discovery page to watch different live broadcasts, or they can directly choose to enter different live broadcast rooms in the live broadcast square to watch

Xiaohongshu users are different from Douyin users. They have almost no habit of watching live broadcasts. Live broadcasts are also relatively deep in the community, so Xiaohongshu has almost no live broadcast square traffic.

Since the traffic of Xiaohongshu’s live streaming section is so weak, how do those merchants with high sales from store live streaming achieve it?

You can understand it this way. Store broadcasts can still generate stable sales without investment, because they reach enough people and have a large enough population.

When there is enough brand seeding crowd, the store broadcast will give priority to reaching the crowd that has been reached on the seeding end. The larger the crowd, the more accurate the traffic will be, and the more stable the sales will be. If there is no crowd accumulation, the algorithm will decide what kind of crowd to distribute to after the store broadcast starts. This part of the crowd is more general than the users who have been washed by notes, which will result in poor sales.

If the store broadcast does not have a budget for traffic, it needs to accumulate enough A2-A3 people in the early stage before it is suitable for broadcasting. The store broadcast is more responsible for the field of traffic acceptance and conversion of existing people, and its exposure and attracting new people are very weak. Therefore, behind the bonus of store broadcast is the bonus brought by algorithm changes, which can allow merchants with enough crowds to convert existing people. The degree of refinement of the integration of the three domains determines the GMV scale of store broadcast

In addition to crowd water storage, it is also necessary to coordinate the integration of the three areas

The reason is very simple. Store broadcasting needs to be extended and broadcast for a long time. If it only relies on the crowd accumulation in the early stage, it will be slowly consumed. Therefore, it is necessary to continue to accumulate crowds on the grass-seeding side, and also to do a good job of integrating the three domains to stabilize the audience.

Which three domains are the three domains integrated into one?

First Domain: Public Domain

The public domain distribution of Xiaohongshu Store broadcasts mainly relies on vertical linkage

The live breathing light is when the user is browsing the notes, the account avatar has a "red circle" and displays the "live" status. Click the avatar to go directly to the live broadcast room

The live broadcast breathing light has become the most powerful tool for merchants to increase the conversion rate of live broadcasts and viewership, and is also one of the largest sources of traffic for live broadcast rooms.

How to use breathing lights to bring more traffic to my live broadcast room

First of all, we need to improve the quality of notes. High-quality notes can get more exposure in the double column of information flow, allowing users to "see you"

The second is to increase the number of notes (including product notes + ordinary notes). If the quality is good, increase the number of notes published to let "more users" see you.

Finally, it is to broadcast frequently. With the help of the first two, combined with store live broadcast, as the notes are distributed to more users, the live broadcast entrance has also attracted everyone's attention (from the perspective of the broadcast path, video notes enter the live broadcast room more smoothly)

The characteristics of public domain traffic are that it is continuous but small in scale, which tests the anchor's carrying capacity.

Second Domain: Private Domain

The number of fans has a great impact on the live broadcast room, because with a certain number of fans, you can get a good amount of follow-up pages, and cooperate with group chats to make reservations and increase the amount of live broadcasts. This is a bit like the logic of video accounts. The private domain volume determines the audience, and it is also the main force of conversion in the live broadcast room.

Use the group chat function to activate the initial traffic and bring in more natural traffic: through group benefits and group reach, traffic can be directed to the live broadcast room/store/notes to form a stable traffic supply, and it can also drive fans to repurchase. Through group interaction and message reach, recall activity and conversion can be achieved

The existing channels for attracting new fans to Xiaohongshu are: account homepage, live broadcast room, note page and other entrances. Merchants can choose key channels for operation and maintenance.

Notes that do not normally include product links can be bound to group chats to attract more users to join the group chats. The more people in the group chats, the faster the cold start!

The characteristics of private domain traffic are: high conversion efficiency but limited scale

The third domain: business domain

With the help of Chengfeng, we can check and fill the gaps in the traffic of the live broadcast room. When the number of viewers is small, we can use the traffic from the commercial domain to increase the volume. When there is a certain number of viewers, we will focus on the public and private domains. The independent commercialization of Xiaohongshu e-commerce has just begun, so the cost of commercial traffic is not high and there are dividends, but the overall volume is small and the amount that can be purchased is limited. It is suitable as a tool to supplement the volume of the live broadcast room, and the pressure on ROI will be less. Of course, if you are willing to spend a high price in the commercial domain, you can still get the volume.

The characteristics of business domain traffic are: low cost, but small amount is written at the end

Whether it is store broadcasting or seeding, it is based on the new trend of Xiaohongshu's refined management. It is difficult for us to regard Xiaohongshu as a traffic channel, but as an important place for crowd management. We should manage Xiaohongshu like running a Taobao store.

above