Get these 5 core points right and your products will become a big hit on Xiaohongshu!

On Xiaohongshu, a marketing platform full of potential, how to make your products stand out and even become a hit is the dream of many businesses and brands. This article will reveal the five core strategies for successfully selling products on Xiaohongshu, from precise product selection to content creation, to traffic acquisition and target group positioning, providing a full range of guidance for your product sales on Xiaohongshu.

Increasing traffic is only a means, completing transactions and realizing cash is the goal

How can you sell your products on Xiaohongshu and even make them a hit? Here are some key steps to help you!

1. Choose the right products

Friends often ask us why it seems that other people's hit products are so easy to make, but it seems that we can never make a hit product when it comes to ourselves? In addition to the fact that you may not have done a good job in some marketing methods and traffic investment methods on the site, there is another possibility that you did not choose the right products from the beginning. It is no joke that if you choose the right products, you will have no worries in selling. When you choose the wrong track and category, your competitors are all old money brands, and they have an annual advertising budget of over 100 million yuan. How much can you get?

We can use the category search and data dashboard of Juguang and Qiangua as well as Xiaohongshu Product Selection Center (Xiaohongshu Creation Center) to look at the competition in each category. Merchant brands can choose categories with less competition, that is, areas where there are not so many people competing with you for traffic.

At this point, merchants who want to quickly launch hot-selling products can actually try the product selection method of benchmarking. However, some friends think that benchmarking is just the logic of "I will try to sell products that are selling well in my peers, I will sell the hottest products, and I will use the same form as the competitor's products"? Actually, it is not.

Many businesses make a misunderstanding here. When looking for benchmark hot products, they always think that they want to make the same product just because others have high traffic, but they ignore the fact that they are corporate stores with high traffic budgets, or they already have a large fan base and an established user base.

Therefore, look for those hot products on the site with high recent sales data, and there are these restrictions: do not copy hot products from accounts with a large number of fans, do not follow hot products in notes with the word "sponsored", and do not follow hot products from companies with high investment.

2. Copy the popular article

The grass-planting notes have always been the golden key point for conversion in product marketing, and the first picture and title are the top priority. Without an attractive first picture and title, it is difficult to make a hot note that can really plant grass for users, so if a brand wants to make a hot product, it is important to create an "attractive" hot article template. By imitating competitors who already have hot note content, you can create your own hot product. Here is a marketing idea that is most suitable for small and medium-sized brands to directly copy: spread a large number of bottom notes to copy the hot template, especially to do a good job of note aesthetics, and attract users through the first picture and title.

For example, the account "TOSDN3" on Xiaohongshu sells short-sleeved shirts. It frequently publishes hot-selling notes, but when we click into the account, we find that the cover and title of each note are the same. Use the hot-selling structure of "product collection + price + expression" to quickly attract users. Because the product price is placed in the title, the users attracted are actually users with precise needs who think the price is appropriate, so the merchant puts a link to the small yellow car under the note, and the conversion is completed in one click. Including the content of the later stage of the account, it is also a direct copy and paste of the hot-selling notes, so the account content can be done as long as one hot-selling structure is mastered.

Similarly, the content logic of the bag-selling account "Baozuo Xiaobai" is the same. It directly attracts users to click and read through the collection cover and low-priced title, and completes the conversion in the comment area. The interactive click rate has increased, and the subsequent other notes also imitate the explosive article structure and run successfully. It can only be said that mastering the explosive article structure should be a compulsory course for every merchant, because it is really easy to operate!

3. Natural traffic must explode first before commercial traffic can be achieved

Natural traffic refers to the traffic generated by users accessing content through natural channels such as search, discovery, and recommendation. For example, users discover our recommended content through natural channels on the platform, or users actively search and see our notes. Because these behaviors lead to active natural traffic, users will be more likely to be interested in and trust the content information in the notes, which will also make the notes more user sticky and interactive, and more conducive to the spread and fermentation of the notes.

Commercial traffic refers to traffic purchased through advertising, promotion, etc., which is usually purposeful and targeted promotion. Although this type of pseudo-traffic notes can quickly increase exposure for product brands in the short term, because it does not have the boost and verification of natural traffic, it is difficult to form natural dissemination and word-of-mouth effects if the note content itself does not have a certain degree of appeal and interactivity.

If a content or brand relies only on commercial traffic on Xiaohongshu and lacks the drive of natural traffic, it may face the following problems:

• Traffic growth is slow, and it is difficult to achieve explosive growth
• Low user interaction and participation makes it difficult to form word-of-mouth communication effects
• Over-reliance on paid promotion, high cost of placement, and uneconomical ROI (return on investment)

Advertising cannot rely solely on commercial traffic, so is there any way to solve the problem of natural traffic not exploding?

Of course!

Improve content quality, create attractive and valuable UGC to attract natural traffic; use Xiaohongshu's discovery, recommendation, and search mechanisms to optimize our content tags and keywords to increase exposure opportunities; cooperate with KOL/KOC and other influencers to increase the authority and credibility of content endorsements, use the influencer effect to attract users, etc.

4. Find the main transaction group

Regardless of how much sales the notes bring, we must continue to observe the main transaction groups. This can be seen in the Qianfan background. It is important to know what group of people are buying our products. The portrait of the main transaction group can guide us to do two things:

1. Iterate content around the target audience

Previously, we mainly copied popular articles of the same type. After understanding the main transaction groups of our products, we can narrow the scope of reference notes around the needs of the groups, and even add communication points corresponding to the pain points of the groups, which can help the notes improve conversion effects.

Of course, at this time, it is not recommended to only focus on interaction data, but more on conversion data. How to adjust the content will help conversion, and continue to iterate the content according to the changes in data.

2. Use Qianfan or Juguang to target the transaction crowd

The accuracy of natural traffic is definitely not as good as that of targeted commercial traffic, so you can use Qianfan or Juguang to directly target the transaction population. Good content + targeted population may bring high ROI. 5. Expand multiple SPUs for the same population.

This step is the watershed that distinguishes ordinary merchants from high-level merchants.

I have always emphasized that the audience package is one of the most important virtual assets of every brand. The portrait of the transaction audience is the audience who are most interested in your product and finally vote with money after you have correctly addressed its pain points. If you can use other SPUs to promote according to the life stage and pain points of the audience, wouldn’t it be much faster than using natural traffic to slowly screen new audiences for new products?

I have seen several brands that have a very high tolerance for ROI and can accept a few hundred dollars to make a deal. Why? On the one hand, it is because the unit price is high, the profit is high, and the acceptable ROI space is naturally high; on the other hand, compared with the deal, a high-order customer is more valuable. In addition to this product, other SPUs can be reinvested around the customer, and the subsequent deal efficiency is also very high. Repeat purchases will make up for the high cost incurred when the deal is made.

Why is the efficiency of repeat purchases so high? The reason is simple, because you know what they need, their spending power has been verified, and they even have a certain understanding of your brand and have bought your products. Isn’t this kind of crowd portrait the most important virtual asset of the brand? ? ?