How to avoid plagiarism from peers on Xiaohongshu? 3 solutions

Generally speaking, on the Xiaohongshu platform, in the face of the challenge of plagiarism by peers, differentiated promotion can be achieved through three major strategies: improving the quality of notes, increasing the proportion of video materials, and enhancing product competitiveness.

Many businesses have reported that after a popular note is released, it is quickly copied by peers and plagiarized verbatim, and the traffic is better than if they wrote it themselves.

At the same time, everyone's delivery notes are surprisingly consistent, and they can only increase their bids continuously. The prices of category keywords continue to rise, and they have completely become machines working for the platform.

How to get rid of the plagiarism of peers? I think there are three ways to live outside the imagination of peers:

1. Improve the quality of your notes

What is note quality? It means real content that is more in line with your potential users. Xiaohongshu is a content platform. Content determines the user population. Promotional content will naturally attract low-price users, and high-quality notes will naturally attract higher-quality customers.

A merchant with a customer order value of 3K once asked me that his notes had a lot of traffic and many people liked them, but very few people converted.

When you open his account, you will find that the main body of the notes are mostly about price discounts and promotions, which results in low purchasing power among users and makes it difficult to achieve conversions.

The quality of content is not about blindly pursuing exquisite pictures, like a blockbuster advertisement, but about maintaining a sense of reality and tone, and more importantly, attracting user conversions. The core of Xiaohongshu content is conversion.

I divide Xiaohongshu notes into four categories based on texture and conversion:

Figure 1: Xiaohongshu content format

1. High conversion notes & high quality

There are more notes about characters and brands, and the notes focus more on brand stories, characters, and products, as shown in the picture below. Taking good-looking pictures is your competitiveness.

Figure 2: High-quality & high-conversion notes

2. High conversion notes & low quality

Most of these posts include strategy posts, risk avoidance posts, and ranking posts. They are the content that users search for and make decisions on, and are also the most easily copied and imitated by peers.

All businesses in this industry should think about how to increase branding and realistic scenes, and gradually transition to the first level; whether they can increase real-life shooting content and originality.

Figure 3: High-quality & high-conversion notes

3. Low conversion notes & low quality

This column is mostly for notes with poor picture shooting, copywriting and product-related, poor data or low business conversion, which is most likely due to this aspect;

4. Low conversion notes & high quality

There are many advertisements and celebrity promotional videos, the core of which is to highlight the brand tone, but the conversion effect is average;

Note: It may not necessarily have a conversion effect on the current Xiaohongshu e-commerce. It is more of a seeding effect. This product has been used by celebrities, which increases the brand potential.

Figure 4: High-quality & low-conversion notes

2. Increase the proportion of video materials

If pictures and texts are the hardest hit by imitations, then videos are the golden age of traffic.

The platform focuses on promoting videos. If you place an ad on Xiaohongshu, you will find that the click-through rate of videos is much higher than that of pictures and texts. More importantly, videos are difficult to imitate! Because it involves many unique factors, it is difficult for peers to do it.

Take the confinement center as an example. You can film the process of picking up the mother from the hospital. Factors such as the brand of car used for pick-up and drop-off, store environment, service staff, and service details are all differentiated. No matter how much your peers imitate you, it is impossible for them to shoot in your store. Video is the best way to express the selling point of your product.

Therefore, gradually increase the proportion of account video materials, shoot brand introduction, service process, and service content, and increase the differentiation of the account.

3. Improve product competitiveness

Directing customers to WeChat and your store does not mean that you can close a deal. The next stage is to test the competitiveness of your product.

Can the product solve the user's pain points? Users will also compare prices on Xiaohongshu to see your package prices. If your product is not competitive, it will be difficult to promote conversions even if you add them to WeChat.

Take one of our clients who accompanies a trip to Sanya B&B as an example. In terms of product structure, it is not just a B&B, but also a combination of beach-hunting + breakfast + electric car rental + tourist attraction guide.

With this set of products, users feel that the experience is particularly worthwhile and cost-effective. After the experience, they will take the initiative to post notes. After this set of product design, the average order value of the product has also increased, and it can also endorse Volkswagen and Meituan.

The most worrying thing is that the product design is the same as that of peers, or even weaker than that of peers, which makes it difficult to retain users.

How to design products to increase product competitiveness is essentially our understanding of user value, how to find user needs, and how to design products for them. You can also learn from the questions in Mr. Ye Maozhong’s book “Conflict”.

What conflict does this product solve?

What's in it? What's not in it?

Why? What are the features of this product/service? How is it used?

What are the benefits of its characteristics?

What are the similarities or differences between competing products/services?

What is the perceived and real difference? Who uses it?

By thinking about the above issues,

Make good product arrangements, understand which are traffic-generating products, which are profit-making products, and which are strategic products, and then how to form a product matrix, what types of notes to write, and how to express selling points.

The above are some ideas for avoiding plagiarism from peers on Xiaohongshu.