Selling pillows for 800 yuan on Xiaohongshu, selling more than 100 million in one month

In Xiaohongshu, a community full of creativity and sharing, a legendary story of a pillow is unfolding. The article takes a deep look at how brands can enhance their brand tone and attract target consumers by telling fascinating brand stories, accurately targeting high-net-worth user groups, and cooperating with highly influential influencers.

In Xiaohongshu, there is such a brand

The unit price of a single product is 789 yuan, and the monthly sales of a single link in the Xiaohongshu store is over 23,000, with a monthly sales of more than 100 million.

In this brand, I saw what a popular brand should look like. I would like to share three points with you about this brand.

1. Tell a good brand story and raise the brand tone

Xiaohongshu’s user profile is mainly composed of highly educated and high-net-worth female groups, so unlike Douyin’s low-price logic, many independent brands can still gain the favor of a large number of customers with their high-quality and high-value product strength.

Irisette is a German brand that focuses on technological sleep bedding. It develops, produces and sells its own products. From the beginning, it has been positioned as a light luxury brand. In 2013, it began to be launched on Xiaohongshu on a large scale. In 2014, its sales began to explode.

In the meantime, the first thing that irisette did right was to tell a good brand story and raise the brand tone. Tone is the user's first feeling about the brand. Without a deep understanding of the product, a first impression is made. If this perception matches the product price, it means that the tone is set successfully. Otherwise, it means that the tone is not enough. The higher the premium brand, the higher the tone should be.

1) Cultural positioning

Inject certain cultural connotations into the brand to form cultural brand differences

The irisette brand takes long-termism as its brand culture positioning, advocating buying less, buying quality, and holding for a long time, enjoying the experience and happiness brought by the companionship of goods, and using long-termism to bring high-quality product attributes to the brand.

In terms of content, we also combined with influencers who are in line with the brand proposition to co-create relevant content. In terms of cultural positioning and output, the irisette brand has spent some budget.

2) Price positioning

In the pillow category, the Atour deep sleep pillow has a relatively outstanding sales volume and price, with a price range of 299-399, which is considered a medium-to-high-end customer order.

The irisette brand is based on the positioning of technological sleep. While giving the product quality, it also sets the product price between 798-969, establishing a new price category. The price is one time higher than other products, which naturally forms a high-end luxury bedding brand image in consumers' minds.

2. Cooperate with whomever you want to attract

Consumer portraits are of course important, but brands often overlook the importance of influencer portraits

Choosing what kind of expert to cooperate with is equivalent to telling consumers what kind of person you should become and how to become that person.

To put it bluntly, it is to create anxiety and provide a template. Although it doesn't sound good, this is the truth of brand marketing. For example, users are educated about the concept of neck lines. From then on, these marks can no longer be ignored. Then there are the removal of accessory breasts, hairlines, blackheads, forehead wrinkles, and eye bags. These previously undiscovered needs have unknowingly become potential anxiety. Often, even if women have a career and children, they cannot relieve themselves of their responsibility to maintain beauty.

Then the brand provides human body samples through KOLs or managers, which deeply expresses that the difference between consumers and human body samples is just a bottle of essence or some other product. As the artist John Berger wrote, advertising images steal his love for his true self, and then give it back to him at the cost of commodities.

Consumers who have a common human body model after brand education become the core users of the brand; the human body model displayed by the brand ultimately forms a certain impression or feeling in the minds of consumers, which is the brand tone.

The irisette brand has selected a series of high-net-worth female representatives for cooperation, such as Yang Tianzhen, Zhang Xiaohui, Dong Jie, etc., and selected some relevant internal topics for you to feel the core expression of these representative figures.

3. Establish a conversion matrix to convert A3 groups

Brand promotion is important. In the process of brand promotion, the brand's A1-A2 population will gradually accumulate. If the brand does not establish a conversion matrix on Xiaohongshu, consumers can only choose to search and purchase externally. The process of spillover is full of uncertainties, and the spillover conversion rate is definitely not as high as the conversion rate on the site.

Therefore, any brand that wants to develop its business on Xiaohongshu needs to establish a conversion matrix on Xiaohongshu to convert A3 groups.

For example, the irisette brand has made arrangements in sales notes, buyer distribution, and store live broadcasts. Almost every month, there are more than 200 buyers distributing and promoting products for the irisette brand. Consumers can learn about and purchase products through the public sales notes, buyer live broadcast rooms, and irisette brand store live broadcast rooms.

Buyers are very willing to cooperate with high-quality products that have a certain brand awareness on Xiaohongshu. The product selection service provider system has just been established, and most buyers are still in a situation of lack of products and good products. If brands spend a little time to connect with more buyers, they can achieve good sales results in the sales notes and buyer distribution fields.