Zhuang Jun: Xiaohongshu sold 4 million bath oils, the key is to do these 6 things well

The emotional body care brand successfully found product positioning and achieved brand promotion through precise market positioning and effective marketing strategies, combined with the characteristics of the Xiaohongshu platform. The brand also used Xiaohongshu group chat as a blue ocean opportunity and set thresholds to join the group chat, such as "Yujian" requiring the purchase of the product, which is an effective way of user interaction and return visits. On the Xiaohongshu platform, the brand builds a brand community by sharing real usage experiences, detailed product introductions and emotional healing knowledge. Utilizing the pyramid delivery model, combined with the power of celebrities, KOLs and ordinary people, the brand is continuously exposed to enhance user awareness and satisfaction. Through precise positioning and effective marketing strategies, the brand has successfully attracted a lot of attention on Xiaohongshu and has become a leader in the field of emotional body care.

Preface

This year, we have heard a lot of talk about "consumption downgrade".

I think the term "consumption downgrade" is not accurate. In my opinion, consumers are not stopping buying things, but rather consumption is stratified. Each consumer has different consumption demands, which requires brands/merchants to constantly explore and meet consumer needs.

But now consumers’ demands are not just to buy products, but to choose emotional products more.

Emotional products need to find a unique positioning for the product and, on the premise of meeting consumer demand, they must also find an emotional entry point for consumers.

Today, let’s take an in-depth analysis of an emotional body care brand to see how they found different product positioning and how they did it on Xiaohongshu?

After reading this article, you may be inspired.

1. Product Matrix

Xiaohongshu sells bath oil with a sales volume of 4 million. Now we are in the bonus period of Xiaohongshu. Many brands/merchants have tasted the sweetness of Xiaohongshu. Today, let’s take a look at how the accounts that get the bonus of Xiaohongshu are done. │Xiaohongshu case: Yujian│

As can be seen from the picture above, the content of the account's notes revolves around the core product "body care". There are 37 items in the store, with an average customer price of 200-500. A total of 155,000 items have been sold, of which 4 items have sold more than 20,000 pieces. The total sales of the Xiaohongshu store is more than 17 million.

With 50,000 followers, Xiaohongshu store has sold over 17 million products.

The best-selling product in the store had a per-order price of 200 and generated sales of over 4 million.

Judging from the sales data of the Xiaohongshu store of "Yujian", there are 5 items with sales exceeding one million. In the field of body care, the average order value is not low. Why are they selling so well?

First , it is a diversified product matrix. Yujian will launch products and combinations that are more suitable for Xiaohongshu based on the consumption needs of Xiaohongshu users; it will provide care solutions from entry-level to advanced to comprehensive according to the refined demands of Xiaohongshu users.

For example, the body oil series promoted by Yujian has been segmented into "soothing body oil" to relieve skin dryness, "firming body oil" as a high-end oil to make your skin elastic, and "moisturizing body oil" as a repairing body oil to relieve skin fatigue... Different "combination packs" can also be formulated to solve different needs of users at one time.

Bring benefits to users in the form of packages.

Many users have different consumption needs, but the average customer spending on single items is relatively high, so “combination packs” are the best choice.

The second is the interaction in the Xiaohongshu live broadcast room. Li Li, the brand manager of Yujian, said: We regard the live broadcast on Xiaohongshu as a place where we can truly communicate with consumers about the brand and content. Yujian does not use the Xiaohongshu live broadcast as a sales venue. It does not shout or force orders, but explains the product clearly.

How do they do Xiaohongshu store marketing?

2. IP Marketing

The reason behind the 6.3-fold increase in Xiaohongshu's daily sales was that after Xiaohongshu held the Link E-commerce Partner Week on August 24 last year, body care brand Yujian gradually increased its investment in Xiaohongshu content notes and Xiaohongshu live broadcasts.

On February 29, Yujian’s first live broadcast on Xiaohongshu received 500,000 effective live exposures, 16,000 viewers, a transaction volume of 320,000 in the live broadcast room, an average customer unit price of 415+ in the live broadcast room, and 902+ fans.

Yujian’s first broadcast on Xiaohongshu was a big success, and it achieved good results. Why? The core is to attract attention with high-quality note content, generate conversions in the live broadcasts of managers and stores, and accumulate benefits in Xiaohongshu group chats.

"Yujian" is a body care brand specially developed for oriental women. It is dominated by the account of the manager and provides "warm interaction". By creating a warmer Xiaohongshu live broadcast room, Xiaohongshu can experience the live broadcast room immersively. Let's first look at the recent live broadcast data of "Yujian". In the past 30 days, "Yujian" has a total of 29 live broadcasts, each of which lasts more than 14 hours and has more than 5,000 viewers.

In the past 30 days of Xiaohongshu live broadcasts, the session with the highest number of viewers was 14,000 people, and the transaction volume in the live broadcast room was over 70,000.

Why is "Yujian" doing so well in Xiaohongshu live streaming? And how should we do Xiaohongshu live streaming?

1. Live broadcast preheating, precise seeding

Before Xiaohongshu live broadcast, the target audience should be clearly identified, and new product forecasts and premiere notices should be made to attract fans' attention.

Both professional accounts and IP accounts need to be preheated simultaneously to reach the target audience.

Warm-up notes, titles, and covers are crucial. High-quality Xiaohongshu notes can effectively increase the number of viewers in the Xiaohongshu live broadcast room.

2. Live broadcasting takes over live broadcasting to attract traffic, combining search and push

First, we call back the target audience through information flow, and then we use search ads to carry out real-time follow-up. We need to continuously optimize our live broadcast room and live broadcast content to increase the user's live broadcast stay time and conversion rate.

3. Closed-loop operation Closed-loop operation, take advantage of the trend to transform

After the Xiaohongshu live broadcast, the live broadcast room can be edited again, and high-quality content can be turned into notes. The high-quality notes can be added with Xiaohongshu spotlight to build on the success and increase sales and conversions.

In addition to secondary editing, you can also divide the live broadcast audience, interact and return visits to different groups of people, and formulate different marketing strategies.

At the same time, the purchasing population revisits Xiaohongshu stores to effectively increase the repurchase rate of products.

In addition to the content in the live broadcast room, you can also make good use of Xiaohongshu group chat users. Xiaohongshu group chat is a blue ocean opportunity that many businesses have not discovered.

We can set a corresponding threshold to join the Xiaohongshu group chat, such as the threshold of "Yujian" is to have purchased the product. This is a good way to gather users who have purchased. Whether it is warming up for the live broadcast or promoting the product in the group, trust endorsement has been established.

As the Xiaohongshu platform calls for the trend of "sharing accounts and stores", all merchants should follow the trend, set up Xiaohongshu group chats as soon as possible, and start Xiaohongshu live broadcasts.

After watching Xiaohongshu’s live broadcast, let’s take a look at how they arrange their content.

3. How to create high-selling content on Xiaohongshu

As people's requirements for products become higher, consumer stratification is gradually emerging on Xiaohongshu.

Different users have different consumption demands. For functional products, some users care about price, while some users care about function.

The emotional products that are now popular undoubtedly provide emotional value to users in a rapidly developing society, and it is definitely not the price that impresses consumers.

"Yujian" is a body care brand that uses oriental trees to soothe the mind. Its main theme is "relaxation brings a sense of physical security". At a time when people are under constant pressure from work and life, it provides the emotional value that young people need.

This is also one of the keys to the success of "Yujian", which is to meet the needs of users in a refined manner. Let's take a look at how they layout their content.

"Yujian" has published a total of 385 notes on Xiaohongshu, with 166,000 likes.

From the homepage of the "Yujian" account, we can see that Xiaohongshu notes are mainly divided into four types, namely strategy tutorials, single product reviews, horizontal evaluations, and vertical life. Among them, single product reviews account for the largest proportion, accounting for about 60%.

Xiaohongshu notes are mainly expressed in videos, accounting for about 70% of video notes and about 30% of graphic notes. Single-variety grass notes are mainly displayed in video notes, and each Xiaohongshu grass note will come with a "buy the same item" link.

Before each live broadcast, Xiaohongshu notes will be posted to warm up the live broadcast room. Some fan-loving activities will also be posted from time to time, so that the account is no longer a cold account, but closes the distance with users, increases the activity of fans and the weight of the account.

If small and medium-sized enterprises want to sell products on Xiaohongshu, the most important path is to first use Xiaohongshu's high-quality notes to activate users, then set up a Xiaohongshu group chat, and post seeding notes/live broadcast previews in the group from time to time to retain users;

Then direct traffic to Xiaohongshu store/Xiaohongshu live broadcast room for conversion. It is also necessary to revisit consumer users from time to time, clarify user needs, adjust marketing and promotion strategies in time, and improve conversion rate.

"Exploding Little Red Book" has just been launched on WeChat Mall. You can buy 5-20 copies and get a Little Red Book course and a Little Red Book exchange community for free.

4. Final summary

This article starts with the high sales results of Xiaohongshu, breaks down the key actions, and then breaks down how the live broadcasts of Xiaohongshu managers and Xiaohongshu group chats help achieve the growth of Xiaohongshu's business; finally, it talks about the content layout of Xiaohongshu accounts.

1. Xiaohongshu’s diversified matrix products meet the different consumption needs of users and increase purchase rates.

2. Xiaohongshu live broadcast preheating, precise grass planting, live broadcast traffic generation, combination of search and promotion, closed-loop operation, and conversion while the heat is on, each link is crucial.

3. Under the current situation of consumer stratification, it is crucial to find a unique product positioning and impress consumers.

Instead of wasting time on trial and error, it is better to learn from peers who have already achieved results.