How to sell products on Xiaohongshu

This article will explore Xiaohongshu's sales strategies in depth, including different methods such as Dabo, store broadcast and product notes, and analyze their advantages and applicable scenarios. Through actual cases, it will reveal how to create a hit product on Xiaohongshu and achieve a win-win situation for brand and sales.

How does Xiaohongshu sell products?

No one has a standard answer, but I am willing to share with you some of the e-commerce opportunities I have seen on Xiaohongshu

Xiaohongshu currently sells products in three ways: Dabo, store broadcast and product notes.

Dabo is the live broadcast of buyers, Dianbo is the live broadcast of official stores, and product notes are naturally notes with links.

In terms of efficiency, Dabo > Product Notes > Store Broadcast

01 Dabo Play

Dabo’s sales efficiency is definitely the highest among several sales methods, but it also has high requirements for products. The more standard the product, the harder it is to sell. The more differentiated the product, the easier it is to sell. In addition, some products that are innovative, have good packaging, and have a high tone are also easier to sell.

Moreover, most of the current buyer cooperation is pure commission. The whole platform has a good atmosphere. The media team can work harder recently and do more BD while there are no brands involved.

The main problem now is that many businesses do not meet the needs of buyers and are still using the same approach as Douyin BD experts. Don’t tell buyers on Xiaohongshu about your product mechanism or your historical lowest price, but tell them your brand concept and product story, what kind of lifestyle you are selling, and what kind of product logic your product is suitable for.

If we make this clear, more buyers will be willing to cooperate.

02 Product Notes

Product notes are divided into two ends, one end is the merchant's notes, and the other end is the expert's notes

These two ends also correspond to precise traffic and natural traffic respectively. Of course, I recommend doing both ends, but merchant notes are indeed more difficult to do than expert notes.

1. Merchant sales notes

If you haven't invested in a certain amount of K-end filing notes, it will be a bit difficult to make sales notes directly in the merchant account. But if you have invested in a certain amount of K-end filing notes before and have bound SPU to Dandelion, it will be of great help to the conversion of sales notes. Because K-end notes have accumulated some AIPS population data of products, sales notes will give priority to AIPS population during the distribution process, and the conversion rate will be higher. Of course, if there are not many K-end filing notes, it is also possible to only make expert sales notes.

My suggestion is to open a separate account for merchant notes, which is also certified and official, but the content should match the notes of experts. Don’t create content that is too official. Treat it as a matrix account and create content that can generate explosive volume.

For example, some time ago, when we were observing the market, we found a brand in the baby food category. This brand only did one thing and achieved a monthly sales volume of millions on Xiaohongshu.

I was really curious, so I found the content channel manager of this brand and asked them how they came up with this method to create content on Xiaohongshu.

In the end, it was discovered that they were not interested in picking the willows that would bring them shade. Before they started Xiaohongshu, they had already run a content template with extremely high transaction efficiency on Douyin. They just took this template to Xiaohongshu, and unexpectedly the effect was still very good.

To sum up, it is the ultimate scene

While other competitors were still working on baby recipes, complementary food guides, and complementary food reviews, they found a group of mother and baby accounts with beautiful babies who enjoyed eating. They created a main screen with the theme of babies enjoying eating and added content in the form of mothers’ oral broadcasts, which helped this brand achieve an average monthly sales of millions on Xiaohongshu.

I believe that every product has a scene that is very healing, relaxing, or highly watchable. You might as well add some content to these scenes, which may have unexpected effects.

2. Marketing Notes of Experts

Don't be too casual about entering the product selection plaza. If you feel that you have consumed too much before, please contact a direct customer to enter. There are still few products in the product selection plaza now. There are bonuses for entering first.

We have seen some agencies specializing in KOS emerging, and they are all very short of stock. In addition to providing products, brands cannot be idle. They should find more suitable topics for hot articles, find more angles for posting pictures of their products, and provide more perspectives and materials for KOS.

Don’t count on the influencers on Dandelion. The official has announced that product notes and nature notes are completely different in traffic distribution. Although the influencers on Dandelion have a fan base, the price is also expensive. After adding the product link, the traffic distribution is no different from that of a new account, and it is difficult to get a positive ROI. Pay more attention to the KOS who have been posting product notes since the beginning!

03 Store Broadcasting Strategy

The store broadcasting method is completely different from that of Douyin. There are not so many routines and the flow rate is not so fast. When doing store broadcasting on Xiaohongshu, don’t play the routine of holding back orders and retaining customers. Just tell the brand story honestly, sell "taste" and "life", and take over the overflow of product notes and Dabo.

In fact, the entry link of the store broadcast is not long, and it can be divided into 3 entrances

First entrance: Discovery page live broadcast TAB + Discovery page information flow

You must have seen live broadcast room push when browsing the discovery page. It is indeed a very important traffic entrance for the live broadcast room. However, compared with the discovery page and user notes, the click-through rate of the live broadcast room is relatively low, which puts a great test on the eye-catching ability of the live broadcast room cover picture.

Second entrance: Live broadcast appointment reminder + follow page information flow

Live broadcast reservation is a very important traffic entrance for the live broadcast room. Any user who clicks on the reservation for the live broadcast is a high-intention user of the live broadcast room. Unlike Douyin, Xiaohongshu has a very fast live broadcast flow rate. The various data in the live broadcast room determine the flow rate of traffic. The flow rate of Xiaohongshu's live broadcast room is slower, but the user stay time and the number of SKU orders are better than the average line of Douyin's live broadcast room.

Therefore, if you want to do a good job in Xiaohongshu's store broadcast, you need to do a good job of fine operation for high-intent users, and make a habit of making live broadcast reservations before the broadcast.

The third entry: search page information flow

When users search by keywords, live broadcast rooms that are somewhat relevant to the keywords will appear. These are relatively accurate users. Since users have searched by relevant keywords, it means that they have clear needs. However, this part of traffic is not very controllable. How much traffic will come in depends on the platform's traffic allocation.

Smart brands don’t make muddle-headed calculations. Seeing this, some business friends will definitely ask, since the traffic flow of Xiaohongshustore live broadcast is slow, the sales of each show are relatively small, and the cost of the anchor is so high, is it still necessary to do Xiaohongshustore live broadcast?

The real purpose of store broadcasting is not just to promote sales, but also to generate a large amount of sliced ​​materials. These sliced ​​materials are all good matrix account materials.

The live broadcast room of Xiaohongshu is not as noisy as that of Douyin, nor does it have the urgency of the "321" link to stimulate impulse consumption. Instead, it is a mode of "you can buy it if you feel comfortable and it is worth it"

This live broadcast style and live broadcast slices are also easy to do secondary dissemination. Whether it is an official account or a matrix account, it can be secondary fermented to promote conversion. It can also have a good conversion effect at the note level. At the same time, these live broadcast slice materials can also play a role in making reservations for the next live broadcast, forming a perfect closed loop