Xiaohongshu group chat + live broadcast, the second battlefield in the private domain, doubled revenue

The mode of Xiaohongshu group chat + live broadcast has been extremely popular recently, and has become the second battlefield in the private domain. What is its operating mode? Friends who want to understand this issue are recommended to read this article, hoping to help everyone.

Xiaohongshu’s group chat function actually existed a few years ago, but not many people paid attention to it.

Today, the era of Xiaohongshu buyers has gradually come into the public eye, especially after merchants and brands began live streaming on Xiaohongshu, the groups have gradually become extremely lively.

In Xiaohongshu group chats, users will not feel disturbed when sending messages (if there are too many chats in the group, they will be folded directly. If you want to read the chat, just click on it. This is a subjective behavior of the person). Moreover, if someone with bad intentions posts advertisements in the group, the group owner can also withdraw other people's messages, which gives people a very comfortable environment.

It is clear at a glance how many people are online in the group chat. At the same time, once the broadcast starts, there will be icons similar to small wifi marks inside and outside the group chat to tell users that the blogger has started broadcasting and they can click to enter the live broadcast room.

Today, let’s talk about how to achieve closed loops such as seeding, repeat purchases, and conversions through the form of “private domain group chat + live broadcast” on Xiaohongshu, from the perspective of low/medium customer orders~

1. Low customer order, heavy interaction

Directly use cases to explain why we say “low order value, heavy interaction”.

@Beauty tool brand: AMORTALS, the average order value is around ¥50.

Each article on this brand’s official account has over 10,000 views and is very interactive, but it does not have a private domain on WeChat (weird, right?), but instead focuses on the private domain on Xiaohongshu.

However, this brand used the “group chat + live broadcast” format on Xiaohongshu to promote transactions, achieving a GMV of over 200,000 in its first broadcast on the Xiaohongshu platform.

More than 70% of group chat users enter the live broadcast room, the average viewing time of group chat users is 5 times that of live broadcast room users, the conversion rate of group chat users is 3 times that of live broadcast room users, and 20% of the 200,000+ views in the first broadcast come from group chat users (data source: Xiaohongshu Business News).

1. Preheat the product and attract target users

If you click on their homepage, you will find that they do a good job in live broadcast previews, such as: new products, discounted benefits, co-branded products, etc.

Although AMORTALS has a relatively low average order value, it pays great attention to the appearance of each product, so the interactivity of their notes is very high.

There is another detail. Every time they launch a new product, they will change the avatar according to the color of the product (traffic-generating product). Fans can see it at a glance, and then say that it looks good in the comment section, and the interaction rate will immediately reach full.

2. Multi-touchpoint notice to increase the rate of entering the live broadcast room

AMORTALS community also has user stratification, free community and member group to serve customers.

In group chats, “group announcements” will be used to preview the benefits and time of the live broadcast room to increase the reach of the live broadcast.

During live broadcasts, lucky draws in the live broadcast room can be used to reach out to the community multiple times and increase the number of users entering the live broadcast room.

It can be seen that this entire link is a perfect closed loop of transactions. First of all, Xiaohongshu actually has a very low quitting rate. Secondly, the warm-up of the notes lets users know the date and theme of the live broadcast, and then continuously reaches users with live broadcast room opening and welfare information.

That’s why we were able to achieve 20% of the 20W+ GMV in the first broadcast, with orders coming from users in the Xiaohongshu group chat. We put a lot of effort into it.

Have you noticed that there are many "group chats that I think I'm interested in" recommendations under the brand group chat? This tells us one by one that Xiaohongshu also wants to have its own private domain and does not want its traffic to go to other platforms.

3. Product set + exquisite layout of live broadcast room to improve conversion rate

The average order value of this brand is actually very low, so they use welfare and special offers to attract new customers, and enter the live broadcast room through preheating + group chat to make conversions.

The setting up of the live broadcast room is also very girly. At the same time, the host uses a question-and-answer method to directly hit the pain points and demand points, and cooperates with the assistant to answer questions and resolve doubts, attracting users to place orders.

There will be interactive draws during the live broadcast. Because the live broadcast interface of Xiaohongshu is a little different from the live broadcast of Video Account, many users will comment on where the draw is taking place to increase the popularity of the live broadcast room.

After the live broadcast, AMORTALS will also guide users to post pictures or order content in group chats in order to follow up on orders or repurchase.

2. Medium customer order, heavy matrix

I will also use examples to explain this clearly, the gameplay of Xiaohongshu's "group chat" matrix.

@Cup brand: Shidajia, average order value: around ￥150.

This brand focuses on a collection of first-hand treasure cups, using high-value/aesthetic water cups to attract today's young groups.

Tencent has not made any layout of public accounts and private domains, but has focused more on laying out channels, such as video account stores, mini programs, etc.

1. Build an account matrix and multiple group chat layouts

There are about 30+ account matrices on Xiaohongshu. First of all, this brand wins in terms of exposure (Xiaohongshu has not yet regulated the matrix, but Douyin will check it).

One account has 35 group chats. With so many touch points, I’m afraid that customers don’t know what products I’m selling recently, whether the live broadcast has started, and other news.

By establishing different group chats for different products, pre-selling products and attracting new customers in advance, a lot of traffic and conversions were brought to the live broadcast room.

2. Notes display group chat and guide users to join the group

If you want to create so many group chats, you must find a way to get users to join the groups in order to achieve conversion. "Shidajia" displays group chats to users by publishing notes.

As long as users are interested in the selling points of the bottle (good appearance and youthfulness), they will join the group chat. At the same time, by setting up "instant discount coupons", the target users can be attracted to join the group to a greater extent.

Doing so will not only retain the users who have planted the seeds in their own private domain, but will also help the brand establish user relationships, form a natural community advantage, and then conduct live broadcasts to pull them out (planting seeds-mind-pulling seeds-planting seeds).

Therefore, as long as you post a lot of notes and get a lot of exposure, there will always be users who will be influenced by you again and again, and then enter the community to plant grass for the second time. Isn’t this the significance of Xiaohongshu’s private domain for group chats?

3. Contact point distribution, 18 hours of live broadcast every day

In group chats, 'Shijiajia' mainly shares event notifications, new product launches, live broadcast previews and other content to reach users in a timely manner and increase the conversion rate of new products.

It can be said that every function of the group chat is used to the extreme, completing note diversion, content seeding, message reach, as well as live events and product conversion.

And the worst thing is that they do live broadcasts on Xiaohongshu almost every day, starting at 7 a.m., with 3 rounds of people broadcasting for 18 hours, planting seeds in notes → removing seeds through live broadcast.

In contrast, in the private domain of WeChat ecosystem, if you give the link of Xiaohongshu to customers to make a purchase, they have to jump through several paths at least.

(If you have your own mini program mall, that’s another matter)

Not only does it cause user loss, but it is also difficult to manage. However, Xiaohongshu’s group chat function can complete a closed loop of live streaming, product push (planting grass), and in-group purchases (pulling grass).

3. Private group chat, blue ocean operation

I won’t talk too much about how to play the high-customer-order business. Currently, Xiaohongshu is not prepared for high-customer-order live streaming sales. Basically, Xiaohongshu is used as a traffic intersection to divert traffic to WeChat for services.

After reading the above two cases, can you realize that doing private domain on Xiaohongshu is a blue ocean business - the "group chat + live broadcast" model.

Xiaohongshu group chat is a "channel" based on user habits, note sharing and obtaining welfare information. If you maintain this private domain well, your revenue will definitely double!

Author: Original

Source: WeChat public account "Original Flavor and His Friends"