One note sold over 100,000 products. How did they “make money lying down” on Xiaohongshu?

On Xiaohongshu, a social platform full of potential, many content creators and brands have achieved amazing sales performance through carefully planned content. In this article, the author disassembles Xiaohongshu's 4 popular tracks and 8 Xiaohongshu high-selling notes, and takes everyone to analyze in detail what key actions they took behind those Xiaohongshu high-selling notes?

How to find high-selling notes and magnify them 10 times?

This time, I disassembled Xiaohongshu’s 4 popular tracks and 8 Xiaohongshu’s high-selling notes, and took you to analyze in detail what key actions they took behind those Xiaohongshu’s high-selling notes?

After reading this article, you can also make notes on the best-selling articles on Xiaohongshu. I hope it can help all Xiaohongshu operators find inspiration and innovative ideas for their creations.

│Table of Contents│

1. Where will Xiaohongshu get its traffic support in September?

2. Xiaohongshu's best-selling articles - maternal and childcare

3. Xiaohongshu's best-selling articles - Food

4. Xiaohongshu's best-selling articles - Beauty and personal care

5. Xiaohongshu's best-selling articles - cute pets

01. Where does Xiaohongshu get its traffic support?

【Xiaohongshu traffic support activities in the past 30 days】

(Displayed by Xinhong Data under Xinbang)

According to Xinhong data, the official traffic support in September is: the start of the school season.

September is the start of the school year. "New classmates, Shushu will accompany you to start school~" has added 1.542 billion new traffic and 1.127 billion new estimated readings in the past 30 days. "Little start of school, Passion" has added 1.528 billion new views and 1.123 billion new estimated readings in the past 30 days.

If you want to get traffic support at the billion level, you should implant keywords in the main text + introduce hot topics, original content, and do a good job of keyword implantation.

In September, the start of the school year, businesses in education, maternal and child care, 3C, clothing, beauty, etc. can take advantage of official traffic support, embed relevant topics in their notes, participate in official traffic support activities, and have the opportunity to receive official traffic incentives and be recommended to more users.

After looking at Xiaohongshu’s traffic support activities, let’s take a look at Xiaohongshu’s category rankings to see which category Xiaohongshu consumers have a higher demand for and a higher search demand for.

According to the new red data - category market data, it can be seen that Xiaohongshu users have been cleaning and caring for the past 30 days.

(Displayed by Xinhong Data under Xinbang)

Taking beauty and personal care as an example, in the category rankings of the past 30 days, "Body Cleaning/Care" ranked first, with a total interaction volume of 6432.38w and 369,500 related notes; the second was "Household Cleaning", with a total interaction volume of 1394.47w and 106,600 related notes; followed closely by "Oral Care", with a total interaction volume of 167.07w and 17,200 related notes.

From the category ranking data, we can see which categories Xiaohongshu users are paying attention to recently. Merchants/brands can also do corresponding marketing promotion according to user needs.

Small and medium-sized enterprises must learn to tap into these opportunities, identify target groups, put people first, make good keyword search layouts, and achieve high conversions.

02. Notes on popular articles on maternal and child care products

【Topic Traffic Analysis】

(Displayed by Xinhong Data under Xinbang)

Analyzing the topic traffic of maternal and infant parenting categories, it was found that the top topic was "maternal and infant parenting" with 745 million views and 158,400 participants; the second was "parenting" with 15.395 billion views and 19.967 million participants.

The topic of parenting is quite popular in the data, so what should businesses in the maternal and infant market do?

When it is difficult to break through the market demand for the main keywords, merchants/brands need to find other ways out. In addition to the main keywords, there are many other keywords that can be deployed, that is, segmented keywords.

Before determining the segmented keywords, the first step is to write a good Xiaohongshu title.

Why?

A good title allows users to see your product first, and a good title makes users want to buy. Whether it is search layout, extending to live broadcast, or finding buyers, the foundation must be laid solidly, because these things are first developed around the title and cover.

【About the title】

(Displayed by Xinhong Data under Xinbang)

Below we will analyze the titles of the best-selling notes on Xiaohongshu in September and find out what common features they have.

“Something I only learned after I had my own child”
[Segmented groups + personality + results]

"Don't get lost when your baby has a cold, get these tips for treating it"
[Segmented groups + solutions + emotional topics]

“The naming follows the principle of simplicity and practicality”
[Segmented groups + solutions + results]

From these three examples of Xiaohongshu titles, we can find that there is a formula for good titles. The titles also need to focus on the segmented groups. Have you discovered that? How did they do it?

Below we take two popular articles on Xiaohongshu’s maternal and infant track as an example

Case 1: Give this as a gift for your baby’s first birthday 🎁!!

(Note data: 1789 likes, 879 favorites, 51 comments)

Title of a high-selling note on Xiaohongshu: The title here uses: segmented population + numbers + solutions; "first birthday gift" digitally locates the consumer needs of segmented population and segmented users, combined with "just give it" to increase users' desire to buy.

The cover of the high-selling note on Xiaohongshu: The note uses a cute image of a cute baby as the cover, directly displaying the product. The cute style attracts mothers to click, increases trust, and echoes the title.

Contents of high-selling notes on Xiaohongshu: The notes are published in the form of pictures and texts, and product links are attached in the notes.

Let’s first look at the pictures in the notes. There are a total of 6 pictures in the notes. The pictures have the same style, all of which are displays of cute babies + products. Displaying the products from multiple angles allows users to have a clearer understanding.

In the text part of the notes, "baby learning to walk" is used as the core keyword to expand the content, and keywords such as "learning by pushing", "playing by pushing", and "taking a walk" are brought into the lives of mothers, giving users a feeling of being in the scene.

Comments on Xiaohongshu’s top-selling products: Most of the comments are from users asking about the functionality of the product, and the account operator actively replies. Some comments are from users commenting on their feelings after purchasing the product.

Zhuang Jun teaches you to copy homework: The title of this Xiaohongshu note accurately captures the consumption pain points of mothers when buying gifts. The product title also revolves around "baby walking aids", accurately targeting mothers with this kind of consumption needs.

On Xiaohongshu, the first thing users see is your title, so it is equally important to segment the target audience of the title. Start from the consumption pain points of the target audience, arouse anxiety, and attract users to click.

Regarding the product titles on Xiaohongshu, I have summarized the formula: brand + product + product selling point + crowd pain point/itch point/satisfaction point

Case 2: Give this as a gift for your baby’s first birthday 🎁!!

(Note data: 2446 likes, 1747 favorites, 58 comments)

Xiaohongshu's popular product titles: The titles here use: segmented population + numbers + results; "baby" positions the target group to attract mothers to click in, "bathroom goodies" and "a set" create scenes to capture users' consumption pain points, and "that's enough" shows that the product is fully functional, increasing user trust.

Xiaohongshu’s popular product cover: The note cover is in the form of “large characters + pictures”, displaying products by category, combined with text expression, highlighting “good things for the bathroom”, which is fascinating.

High-selling content on Xiaohongshu: This note is a picture note, and the pictures are all in the form of "large text + picture", which shows the functions of the product in detail. The text revolves around the "bathtub", highlights the various selling points and benefits of the product, and links to the product to facilitate users to buy directly after planting grass

Comments on popular products on Xiaohongshu: In the comment section, most users ask for purchase links, and influencers actively respond and guide users to purchase in Xiaohongshu stores.

Zhuang Jun teaches you how to copy homework: In fact, bathing a young child is a very troublesome thing, so mothers will pay special attention to the function when choosing a bathtub.

The bathtub’s selling point is “can be folded for young children to sit, lie down, or move around”, and the sales notes revolve around “a great item for newborn bathrooms”. It introduces the product in detail, highlighting the product’s core selling point of being convenient, foldable, and making bathing effortless. The sales notes include a “buy same item” link, and consumers will click/add to cart/purchase the product once they are interested.

If you want to sell well on Xiaohongshu, you must first identify the product selling points and clarify the target group of your product. After clarifying the selling points, you must grasp the consumption pain points of the target users, enter the target market, promote the product, continue to operate, and constantly improve.

03. Notes on popular food articles

【Topic Traffic Analysis】

(Displayed by Xinhong Data under Xinbang)

By analyzing the topics of food category, we can find out that the first on the topic list is "Food" with 60.521 billion views, 858.12w participants, and 2527.03w related interactions; the second is "Daily Food" with 45.144 billion views, 858.1w participants, 3078 related popular articles, and 1429.34w related interactions.

【About the title】

(Displayed by Xinhong Data under Xinbang)

Below we will analyze the titles of the best-selling notes in the food track of Xiaohongshu in September, and find out what common features they have?

"This turkey noodle jelly is super delicious, you can also try it."
[Segmented groups + personality + results]

“3 ways to eat your fill and achieve Haidilao freedom at home”
[Segmented groups + numbers + emotional topics]

“I made crispy roast chicken in an air fryer at home! Oh my! Crispy and juicy!”
[Segmented groups + results + emotional topics]

What titles make users click?

For example, in the food category, he will write the production method and embed the keyword "at home". Whether you are a white-collar worker or a homebody, this product will arouse your curiosity and make you want to click.

What titles do users search for?

If users have festive things, such as eating, drinking and having fun, they will do strategy and product comparison on Xiaohongshu, which will trigger users' search behavior. For example: birthday gifts, Chinese Valentine's Day, Double Eleven...

Case 3: I don’t want to receive a gift either…but it’s a butter bear🧈

(Note data: 844 likes, 248 favorites, 48 ​​comments)

Xiaohongshu's popular product titles: "Gift" targets the target group, and the use of interjections such as "ah" and "eh" makes users feel more involved. "Butter Bear" is a popular IP image that attracts clicks from users with purchasing needs.

Xiaohongshu’s best-selling product cover: The note uses a product picture as the cover. The style is cute and the product with exquisite packaging is fascinating. I believe most girls will click on it.

Xiaohongshu's popular content: This note is a picture and text note, which displays products in different scenes in the form of a combination of multiple pictures; the pictures are well-made, with rich colors, and combined with the supplementary expression of text to increase users' understanding of the products. The content of the note revolves around the "Yellow Butter Bear Joint", which brings a certain amount of traffic to the note.

Reviews on top-selling products on Xiaohongshu: The comments section is dominated by positive reviews, with most users discussing the appearance of the co-branded gift boxes and expressing their desire for them.

Zhuang Jun teaches you to copy homework: The cover is the second title. A good cover can increase the click-through rate and transaction rate of the product. The cover image of a high-selling product should highlight the main image and show the product, because users need to understand the product before they can buy it.

This note uses a warm-toned cover to give users a sense of impact. The cover is beautiful, the composition is clean, and it creates a gourmet atmosphere. The average order value is not high, which makes it more attractive for consumers to buy products.

Case 4: Help! Is this peach here to repay a favor?

(Note data: 1883 likes, 650 favorites, 154 comments)

Xiaohongshu's popular product titles: "Peach" targets a segmented group of people, attracting clicks from users with purchasing needs, and "Help" emotional topics, highlighting the effectiveness of the product.

Xiaohongshu’s high-selling product cover: The note directly uses the product as the cover, simply and directly introducing the product to users and increasing users’ understanding of the product.

Xiaohongshu’s popular content: The content of the notes revolves around the main keyword “peach”, with the product as the selling point. It introduces the taste and appearance of the product, making it easier for users with consumption needs to see it.

Comments on top-selling products on Xiaohongshu: There are only complete pictures in the notes. As a fruit merchant, the comment section has users’ purchase rebates and positive reviews pinned to the top, which is more convincing.

Zhuang Jun teaches you how to copy homework: The comment area can not only improve the account weight and increase fan stickiness, but it is also an area that merchants/brands should pay attention to when selling products on Xiaohongshu. Guidance in the comment area is equally important. You can use a small account to ask questions related to the product and use a large account to answer them, thereby increasing users' understanding of the product.

This merchant pinned the user's positive comments on the product to the top of the comment section. Such comments are more convincing and also serve as another marketing campaign in the comment section.

04. Notes on hot-selling articles on beauty and personal care products

【Topic Traffic Analysis】

(Displayed by Xinhong Data under Xinbang)

From the analysis of beauty and personal care topics, we can see that the top topic is "pdd good things sharing" with 445 million views and 54,800 participants; the second is "manicure" with 37.209 billion views and 76.786 million participants; the third is "shower gel" with 1.16 billion views and 2.503 million participants; and the fourth is "affordable shampoo" with 297 million views and 70,900 participants.

For beauty and personal care products, differentiated selling points are the key to success. Both the cover of notes and products need to extract core selling points based on the target audience to highlight the products.

How are the covers of Xiaohongshu’s top-selling products made?

Comparison is the password of traffic.

If there is a contrast, the cover will have a stronger impact and will attract more consumers to buy the product.

While making contrast, the theme should also be highlighted. The cover should be more beautiful, the composition should be cleaner, and it is best to have differentiated styles.

Case 5: Dry, rough and loose skin, use this oil! Your whole body will be tender!

(Note data: 2106 likes, 1801 favorites, 89 comments)

Xiaohongshu's popular product titles: The title here uses: segmented population + results + emotional topics; the arrival of autumn makes the skin dry, and the "dry and loose skin" segmented target population will also attract most girls to click and watch, greatly increasing the click-through rate of the note; "The whole body is tender and tender" emotionally expresses the effect of the product, arousing users' curiosity.

The cover of Xiaohongshu’s best-selling products: large fonts + product cover image, “explosively tender” combined with skin pictures highlights the effect of the product, while also fully displaying the product.

High-selling content on Xiaohongshu: The notes are expressed in pictures and texts. They first introduce the main ingredients of the product to dispel the user's concerns, and then explain how to use the product. A large amount of text introduces the effects of the product, always focusing on the core selling points of the product, which also increases the completeness of the notes.

Xiaohongshu’s high-selling comments: The comment area is mainly divided into two types of comments, one is users learning about the details of the product, the other is comments after purchase. Merchants have actively responded and guided users to purchase content in Xiaohongshu stores.

Zhuang Jun teaches you how to copy homework: start from a certain symptom to grasp the consumer's pain point, cause anxiety, and make good keyword layout. In this way, when target users search, they will see your notes first, which will influence the user's consumption decision.

The content of this Xiaohongshu note revolves around the main keyword "skin rejuvenation", which appears more than 3 times in the note. Combined with the expression of product words such as "dry" and "loose", it highlights the effect of the product. The seasonal words "autumn and winter" are also embedded in the note, which effectively improves the search ranking of the note and helps it be seen by more users.

Case 6: You can easily dye your hair at home, making it look whiter and more upscale!

(Note data: 9038 likes, 2824 favorites, 57 comments)

Xiaohongshu's popular product titles: The title here uses the following formula: segmented population + results + solutions; "hair dyeing" positions the target population, "whitening and high-end" indicates the product effect and is eye-catching. I believe most girls will click on it, and "at home" has a strong scenario-based nature, highlighting the convenience of the product.

Xiaohongshu’s best-selling product cover: The cover featuring real people attracts more users’ attention and is eye-catching. It directly shows the effect after using the product. The effect of hair dyeing in the picture echoes the title “whitening and high-end”.

Xiaohongshu's popular content: The notes are published in the form of notes, with real people appearing in the photos. They mainly show the hair after using the product, highlighting the selling point of "easy dyeing at home", and also introduce the product color options. The last picture directly gives a close-up of the product, which is clear at a glance.

Xiaohongshu’s popular product comments: users in the comment section mostly discuss hair color and ask about the same style. Merchants actively respond, guide product information, and conduct seeding marketing in the comment section.

Zhuang Jun teaches you to copy homework: On the Xiaohongshu platform, it is very important to identify the target audience group. According to the target group, based on their search habits, we can understand the pain points and needs of the target users and highlight the value of the product. Take hair dye products as an example. There are various products on the market. We need to find selling points that are different from competitors and meet the needs of the target group. We can stand out from the competition by promoting marketing based on different selling points.

Therefore, the first step in selling products on Xiaohongshu is to determine who the target group you want to penetrate is.

05. Notes on popular articles about cute pets and high-selling products

【Topic Traffic Analysis】

(Displayed by Xinhong Data under Xinbang)

According to the topic traffic analysis of the cute pet category, the first place is "Cute Pets" with 18.343 billion views, 280.64w participants and 2572.07w interactions; the second is "My Cute Pet" with 24.979 billion views, 666.73w participants and 1652.46w interactions.

The cute pet category has always been a popular category on Xiaohongshu. If you want to find new business in it, you need to segment the population and segment the needs, then you will be more competitive.

If you want to make good products and content, the source and key is to segment the consumer needs of the population. This is also the point I have always emphasized. If you want to sell goods and do business on Xiaohongshu, understanding the consumer needs of segmented groups and creating differentiated products and notes are the keys to success.

Below we will disassemble 2 high-selling notes on Xiaohongshu to see how they use Xiaohongshu to sell products.

Case 7: Ringworm in cats heals quickly by following these 4 steps

(Note data: 1103 likes, 547 favorites, 239 comments)

Xiaohongshu's popular product titles: The titles here use the following formula: segmented population + numbers + results; "cat ringworm" segments consumer demand, and cat owners will click in; the "4 steps" numerical expression highlights the simplicity and portability of the method; "get better quickly" highlights the effect of the method, increasing users' desire to click.

Xiaohongshu’s best-selling product cover: The note is a simple text cover that directly states the method of improving ringworm in cats, which is more attractive to cat-owning users to click.

Xiaohongshu's hot-selling content: The notes are of the knowledge popularization type. They first popularize the 4 actions to improve ringworm in cats, and then recommend products that improve ringworm in cats. The connection is natural, and the products that can be used in multiple scenarios are memorable.

Xiaohongshu’s top-selling comments: The comment section is full of users asking “Does their cat have ringworm?”, sparking a discussion. Merchants also responded one by one in the comment section, increasing the weight of the notes while also marketing their products.

Zhuang Jun teaches you how to copy homework: Xiaohongshu note types can be divided into 5 categories, namely: weight notes, personality notes, sales notes, search notes, and product promotion notes.

This Xiaohongshu note is a character setting note. By creating a character setting of yourself as a cat owner and talking about ways to improve ringworm on cats, it increases the user's sense of involvement, builds trust with target users, and plants the product in the hearts of the target group.

Case 8: I was surrounded by people on my first day out!! Just because of this chest and back

(Note data: 1873 likes, 557 favorites, 49 comments)

Xiaohongshu's popular product titles: "Chest and Back" is used to locate the target group. The title uses emotional expression, "I was surrounded by people on the first day of going out" to segment emotions and trigger users' desire to click.

The cover of a high-selling product on Xiaohongshu: The cover directly displays the product and expresses the product clearly. The words "Beautiful chest and back in summer" refine the selling point and highlight the product.

Xiaohongshu's high-selling content: This note is a video note, which arouses users' curiosity in the form of unboxing, effectively increasing the number of note readers. The video is mainly about displaying the product, and the content revolves around "chest and back". It finds the core selling points according to the target group and can achieve higher conversions.

Xiaohongshu's top selling product comments: Most of the comments are about users showing off their dogs and asking which dogs the product is suitable for. The merchants are replying one by one.

Zhuang Jun teaches you how to copy homework: product selection is business selection. How do accounts with high sales select products? Things that have been verified by the market must be able to dig out something different. In the case of homogeneous competition, it is crucial to find differentiated selling points. "Not tight" and "good-looking and practical" are the core selling points of the product. According to the segmented needs of the target group, lock in the product selling points, and the conversion within the site is the first priority.

│Final Summary│

This article starts with hot topics, takes everyone to understand the traffic support activities of Xiaohongshu in the past 30 days, analyzes what categories Xiaohongshu users are interested in now? Provides product selection ideas for merchants/brands. Taking 4 categories as an example, 8 high-selling notes on Xiaohongshu are disassembled to analyze what key actions they have taken. The purpose is to help everyone grasp the core of Xiaohongshu's high-selling notes, help everyone find Xiaohongshu's high-conversion notes, and achieve high sales growth.

No matter what category, if you want to sell goods on Xiaohongshu, the first step is to find the target audience, segment user needs according to the target audience, and adjust the content and strategy at any time, so that you can output content more accurately, thereby obtaining more traffic and better achieving high conversion.