20 tips for selling goods on Xiaohongshu

As a platform that integrates community and e-commerce, Xiaohongshu provides unique marketing and sales opportunities for brands and merchants. With 7 years of practical experience, the author of this article summarizes 20 valuable Xiaohongshu business and sales suggestions, aiming to help merchants and brands avoid common misunderstandings, effectively utilize platform resources, and achieve a win-win situation of sales and brand growth.

When you click into the main page of Xiaohongshu, you will find that the following sections are available: recommendation, video, and live broadcast. The amount of live broadcasts by merchants is increasing, and the traffic is getting more and more complicated. Small and medium-sized enterprises do not have that much money to invest, so how can they operate and sell goods on Xiaohongshu?

Many businesses and brands also fall into misunderstandings and fail when selling goods on Xiaohongshu . How can we avoid this? I have compiled my insights into 20 Xiaohongshu selling suggestions.

1. How to choose among the four traffic paths of Xiaohongshu?

At present, Xiaohongshu's existing traffic paths are divided into four categories: natural traffic, product traffic, paid traffic, and live broadcast traffic . We will find a situation, why is the natural flow becoming less and less now?

Xiaohongshu is on the road of commercialization. In essence, you are running a commercial account, and it is relatively difficult to grab the natural flow. The commodity flow is when the notes are linked to the commodities and enter another track, and the paid traffic belongs to the commercial traffic.

Why is it recommended that you choose commercial flow as much as possible?

Compared with natural traffic, users of commercial traffic will be more precise . If you pay, you will of course reach a more precise group of people. This is very important for Xiaohongshu to sell goods and increase revenue and conversion.

Now, Xiaohongshu's live streaming traffic is a relatively big opportunity, and the essence is also the logic of Xiaohongshu's sales. The greater the traffic, the greater the opportunity . The commercial flow and live streaming traffic population will be relatively more accurate, so it is recommended that merchants and brands start Xiaohongshu's live streaming and focus on it.

2. Make use of Xiaohongshu’s group chat

Have you not used the new group chat function launched by Xiaohongshu yet?

Then you are missing out on a lot, because this is an important position for achieving on-site conversions .

Xiaohongshu officially promotes the simultaneous opening of "account, store and group". Xiaohongshu's integrated marketing layout allows merchants to complete the simultaneous opening of professional accounts + Xiaohongshu stores + private group chats + promotions through four steps.

This group chat function is very consistent with Xiaohongshu's sales logic. After guiding users into the group, they can post sales notes, product links, or do Xiaohongshu live broadcast warm-up.

Users can also purchase directly in the group, shortening the conversion path and keeping the transactions on Xiaohongshu to the greatest extent possible.

3. Category bonus, how should Xiaohongshu select products?

When selling goods on Xiaohongshu, product selection is a very important skill .

When it comes to product selection on Xiaohongshu, there is a focus on products. Not every product can sell well on Xiaohongshu. There must be a product bonus.

I divide the product selection process into 4 quadrants: high profit, low profit, mass-market, and niche. It depends on whether you choose to go for volume or high profit.

So what is category bonus?

Relatively speaking, these are products centered around girls, or in other words, they are products that cater to the needs of young users, such as beauty, skin care, clothing, etc. Another category bonus is that for products that have already run smoothly and been verified in the market, you only need to make some differentiated upgrades.

4. With so many recommendations on Xiaohongshu, why should you read ours?

First of all, we are also a merchant and the official training center of Xiaohongshu. We are also working on many Xiaohongshu projects. We are not simply talking about concepts, but practical experience. Relatively speaking, this will be more suitable for small and medium-sized enterprises that want to sell goods on Xiaohongshu.

For small and medium-sized enterprises to deploy Xiaohongshu, we understand what the business logic and marketing promotion should be like, how much money and manpower should be invested, how long the investment cycle is, how much profit is there? How should each step be taken? This is the main context of the business, and it is also what we can provide to everyone.

5. Xiaohongshu’s Changing CES Algorithm

This year, Xiaohongshu's rating system will become more complicated and very different from the past.

Previously we talked about the Xiaohongshu CES algorithm, where likes and collections were 1 point each, comments were 4 points, and follows were 8 points. But now Xiaohongshu is no longer a stand-alone version, and this evaluation alone is not enough. Various new dimensions have been added, and the weight of each aspect is used to judge. You only need to press a button, and there will be a larger structure with more than 100 interactions.

6. Xiaohongshu live broadcast is very important!

If you are doing Xiaohongshu now, you still need to make good use of live broadcasting. You will find that live broadcasting is very efficient in increasing followers in all aspects, including selling goods and realizing cash.

Why? The following points are the key to achieving conversion within the site and improving conversion rate . First, the live broadcast room brings users closer to the site, allowing users to better understand the product and complete sales. Second, the traffic of the live broadcast room of Xiaohongshu is an independent path, and users in group chats can also be used.

You can also record video footage during the live broadcast, perform secondary processing and editing, and complete content production, so Xiaohongshu live broadcasting kills three birds with one stone .

7. Xiaohongshu focuses on traffic

The Juguang platform is a one-stop advertising platform for Xiaohongshu marketing, which can meet the advertisers' diversified marketing demands with the goals of "product promotion, product sales, customer information collection, live broadcast promotion, and occupying the track" .

When doing focused traffic, we can first test it on a small scale to test whether the sales power of each of your notes is good, the click-through rate is acceptable, and the target audience is effective.

But this is still divided into two dimensions.

One dimension is: traffic investment is for e-commerce store transactions ;

Another thing is: in order to get clues , you also have to judge whether the results are OK. If you find that there is no problem with the material, you can do a lot of it.

Many students are confused about the fact that they have money but cannot invest it, or that the investment-output ratio is not ideal. Mastering the methods can help you avoid many detours.

8. Marketing is only part of the business

Management is not just marketing . To a large extent, it is the same as starting a business. You have to consider the supply chain of the goods, the profit, and what factors will affect it. These are all things that need to be considered comprehensively. You cannot think too one-sidedly and try to minimize costs as much as possible.

When we started working on Xiaohongshu, we needed to understand how much profit this product would bring, instead of focusing on how marketing should be done.

9. Xiaohongshu, what categories are relatively promising?

The categories that I am relatively optimistic about right now include jewelry, medium-sized clothing, home furnishings, and health care.

But being optimistic does not mean that you can achieve results by doing it casually. It also requires careful planning . For example, in the clothing category, the investment cost will be relatively high. The Xiaohongshu live broadcast room also needs models or anchors to introduce it, which requires suitable talents.

The same goes for jewelry, it depends on what the product is; if you are a veteran and know a lot about it, that’s the best, but if you are a novice and just want to give it a try, you may end up being cannon fodder.

For the health category, many people think that it should be sold cheaper. This is a question of product selection. Product selection is about business selection , so the quality and price of the product need to be considered clearly, rather than blindly pursuing cheapness.

10. Talent is the real industry competition

Generally speaking, the core of industry competition is talent. Finding the right people will make everything more efficient. We can find that the platform bonus is placed in the front, and talent is in the back.

If you meet the right people, the company will be profitable; if you meet the wrong people, it will be endless trouble. Platform bonuses are of course important, but more bonuses are very important, and this more bonus is talent.

11. In Xiaohongshu, content is the core

A few days ago, my friend came to me. They were making parent-child travel products and had invested 5 million yuan on a certain platform, with sales of 13 million yuan. I looked at their content materials and felt that if he had found me earlier, he would not have needed to invest so much money, or the same investment would have brought greater results.

Many people will say that I have a great ability to invest in traffic. Indeed, I am very good at investing in traffic, but it is more about the perception of the crowd and the understanding of the content . Content is the core of investing in traffic. If the content is well understood, the cost will be reduced.

Why is content material the most important?

No matter which aspect it is, content is the foundation and blade of Xiaohongshu.

Because well-polished content materials can effectively reduce customer acquisition costs .

If the content is sharp enough, it can penetrate everything. If the content is not good enough, it will cost more.

12. Avoid working alone, it is important to find the right people!

I said: Just asking can solve 30% of the problems, asking with sincerity can solve 50% of the problems, asking with sincerity and dedication can solve 70% of the problems, and asking with sincerity, dedication and the prospect of a common future can solve 100% of the problems.

Many times, many people like to think about things on their own, but in the end, time has passed and there is still no answer to the problem.

In the end, I realized that these questions have been thought about a long time ago and there are standard answers on the market, but you just didn’t ask the right person.

13. Set clear goals, sell goods and manage business!

I saw an author who had more than 80,000 fans but couldn't monetize. He took book advertisements, but each order only made a few hundred yuan, which was useless. But some stores had 1,000 fans and sales of 5 million. Why?

Regarding this point, we must be clear about our purpose when entering the market. We are going there to realize cash, not to learn the nerds' way of playing, playing those empty tricks, increasing fans first and then realizing cash. Good data does not mean good cash flow .

If your average order value is not high, and you release a lot of videos to promote the IP, and you invest your energy in it, and you build up the IP, and you gain followers, but you find that the commercial monetization is very low, and you also learn from the bloggers, you will fall into a misunderstanding again.

I have a different understanding of the entire chain of selling and operating.

For small and medium-sized enterprises, this is a problem of matrix accounts . As a professional account for selling goods, you must be clear that the purpose of using Xiaohongshu is to do business and make money. If you want to build an IP, you can matrix several accounts.

14. Should I choose to cooperate with a buyer?

We talked about content notes earlier, and now let’s talk about self-broadcasting and Dabo. Buyer cooperation and store self-broadcasting are essentially not in conflict or opposition.

Cooperation with buyers is also a very important part. Experts can use their personalities to promote products. For a brand, it is not so easy to organize a team to broadcast in stores in a short period of time. It also takes a period of time to start a live broadcast from 0-1, so cooperation with buyers and store self-broadcasting can be carried out at the same time .

Xiaohongshu has official traffic support for store broadcasts and self-broadcasts, which can maximize the retention of customers on Xiaohongshu for transactions. Therefore, when doing Xiaohongshu live broadcasts, store self-broadcasts + buyer cooperation can be carried out simultaneously.

According to the 618 battle report, buyers sold up to 18 million in a single session. The right buyers can expand product marketing.

15. Seize the opportunity and enter the market quickly

The key word is "fengkou", which actually means opportunity. Many people like to explore when they start Xiaohongshu, but when they finally explore, the opportunity has passed. Once the opportunity has passed, it becomes very difficult. Therefore, if you want to start Xiaohongshu, you must enter the market quickly . From the perspective of fengkou, we must do this well.

Everyone has a different understanding of the trend, but the essence is the same; for example, no one is doing this section, and all the market demands emerge, and you build this channel first, or you have a new product that brings you 10 times or even 100 times the profit, we call it a dividend.

16. Understand the information gap and take the next step

Information is closely related to the trend and dividends. The essence of information can be said to be the source of decision-making for the next step . You see Chaoshan bosses drinking tea every day. Do you think they are just drinking tea? In fact, they are sharing information.

Simply working hard will not allow you to see the bigger picture. You need to exchange information, grasp the information gap, make more accurate decisions, and plan the next step in advance.

Why has the era of traditional e-commerce passed, and more and more traditional e-commerce companies feel they can no longer operate?

Because their information gap is too big, they are out of touch with the current Internet society. The same is true for Xiaohongshu. It is very important to grasp the information gap. If you can't get more information, you can join Content Villa. We can help you get the latest Xiaohongshu information and link to the best Xiaohongshu resources.

17. Effort, Feedback, and Result

If your friend brings you three very useful methods or information, will you choose to give back or be selfish?

For this 17th suggestion, I would like to talk to you about input, feedback, and results.

Why should I talk to you about this?

Nowadays, many people do not know how to give back after receiving help, which causes their circle to become smaller and smaller. Although there are good resources and methods, some people choose to be selfish, and cooperation becomes less and less, and finally fails.

The success of every thing, including the operation of Xiaohongshu, essentially requires accumulation , just like a favor bank. Because the world is not about fighting and killing, but about human relationships. In many cases, doing business is not about technology, but more about connections.

After you get help from others, choose to give back and be empathetic. Others will also give back to you, and it will be relatively easy to achieve results.

18. Misunderstandings of Xiaohongshu in Selling Goods

When it comes to selling goods in Xiaohongshu stores, there are three most common misunderstandings.

One is to use low-quality content . In the past, I talked about posting more content, not low-quality content. There should be a scene, not just some low-quality materials.

Another thing is to have a matrix account , because nowadays one account is not enough to carry the business, so if you are going to do Xiaohongshu, you must prepare 3-5 accounts;

The last one is to increase the volume , which does not simply refer to the content. It is necessary to combine Xiaohongshu live broadcast and Xiaohongshu's focus and traffic to increase the sales of products.

19. Misunderstandings of Xiaohongshu’s search layout

I said in the private class that you should select keywords based on the crowd, select content based on keywords, and select the comment area based on the content . Content quality is the first priority for Xiaohongshu, and the core of traffic investment is content.

Customize content, check content, and search for keywords based on the channels through which people search.

Therefore, many people ignore the seizure of traffic in the "search" section and only work hard on personalized recommendation information flow. In fact, the traffic of "search promotion" is very accurate . If you change your thinking, if the traffic is accurate, there will be a lot of transactions and monetization .

20. Summary

The essence of Xiaohongshu's sales business is to use high-quality content to promote products that fit the platform's tone, and then use focused traffic to quickly amplify them.

When your first model is successful, you can continue to replicate your successful model, update and iterate the replication process, and also develop more Xiaohongshu business lines.

These 20 suggestions bring together solutions that many bosses have used to solve problems encountered when running Xiaohongshu. I hope they can help friends who want to join Xiaohongshu and help you avoid pitfalls in advance.

Author: Zhuang Jun

Source: WeChat public account: "Zhuang Jun (ID: zhuangjunweixin)"