How did the store sell 6 million yuan with 1,674 followers on Xiaohongshu?

This article summarizes how to improve your conversion rate, content quality, ideas, etc. on Xiaohongshu through the author's experience of selling goods in Xiaohongshu stores. Of course, this article is recommended for enterprises or individual operators.

Mr. Liu, a student, makes panda dolls. His annual sales on Xiaohongshu have increased significantly . As a handmade product, Xiaohongshu has become one of their main sales platforms after switching from offline to online. Another student made a new specialty of Chengdu. Through Xiaohongshu, he recommended and sold the product to young people who have not yet arrived in Chengdu. If they do not buy this specialty, it would be a waste of time if they come to Chengdu.

When a product becomes a must-buy item or a must-visit store for travel, it means that the brand has been successfully promoted. Xiaohongshu stores have seen an increase in sales and e-commerce operations have achieved results. Promotion and e-commerce are mutually integrated.

1. The case of Xiaohongshu with low number of fans and high sales

From the perspective of selling goods on Xiaohongshu, the number of followers of the account is definitely not the key to selling goods. The key lies in clear account positioning and high-conversion notes. The most important thing is the product that suits the Xiaohongshu crowd. As for Xiaohongshu, there are many cases of low followers and high sales.

Let’s look at this case: The Arrogant Deer

In the picture above, all the products in the store are household items, 70% of which are neck pillows. On average, more than 1,000 people add each product to their cart, and more than 600 people buy it. The conversion rate in the store exceeds 60% .

1,000 fans, Xiaohongshu store sells over 5 million products .

The best-selling product in the store had an average order value of 428 yuan and generated sales of over 3.6 million yuan .

The sales of the other 10 products each exceeded 200,000, and the sales of a single product exceeded 1 million; it also drove the sales of other products in the store - air conditioners were sold for 40,000.

So what is the underlying logic behind Xiaohongshu’s low number of followers and high sales ?

2. Xiaohongshu’s product selection is about business selection

Choosing a product means choosing the probability of success.

When your product has strong enough mental penetration in a certain segment, you can save a lot of costs in product promotion, koc cooperation and other areas.

A good product can increase users' desire to buy and enhance their purchasing desire, so product selection cannot be too careless. Even if the average order value is high, we must stick to quality and price .

I divide the product selection process into 4 quadrants: high profit, low profit, mass-market, and niche. It depends on how you balance volume and high profit.

The product of the account [Shenqi Xiaolu] hits the pain points of modern young people who suffer from poor sleep and insomnia.

From the picture above, we can see that the best-selling product in this Xiaohongshu store is the neck pillow. The sales of both neck pillows are over 1 million. As young people now pay more and more attention to sleep problems, various types of insomnia, health care, and health recommendations are gradually emerging on Xiaohongshu.

For the Xiaohongshu trends in the sleep industry, crowd analysis, and which industries are suitable for implanting sleep aids, please go to: Zhuang Jun: It’s public! Behind the sale of a pillow for 300 million on Xiaohongshu Blue Ocean Sleep (click on the blue font to jump)

This neck protection pillow focuses on the selling point of "improving sleep, helping sleep" to enter the sleep market, and then uses its identity as a household product to promote other products, drive other related products in the store, and implant the "improving sleep" selling point into other products to extend and drive the overall marketing of the store.

Merchants with products can first focus on a niche category and enter the market, then develop the entire category and extend to more products.

The account published a total of 291 notes, of which about 80% were graphic notes and about 20% were videos. 100% of the content was about selling single products, and the content of the notes was all centered around "insomnia, gifts, pillows", etc., with vertical content .

And all account notes have a "Buy Same Item" link in the lower left corner, with a clear purpose - on-site conversion.

The contents of the notes all revolve around bedding, mostly showing product exposure. Secondly, the content of the notes is highly situational, presenting scenes such as " bedside of dormitory", "taking express home", and "bedroom" .

The account focuses on search layout, and keywords such as "neck protection pillow" and "sleep aid" account for about 60%.

Only two of the 291 notes were hits, and the other notes were average, but the sales of Xiaohongshu stores were very good. If you are selling goods,

Then liking notes is not that important.

Why?

3. Analysis of emotional content in Xiaohongshu sales

I disassembled one of the explosive notes:

• The popular title of Xiaohongshu: "My mom bought it" stimulates user interaction through emotional value and triggers topic discussion.
• Xiaohongshu’s popular article cover : The cover directly displays the product and combines text to highlight the different uses of the pillow, attracting users to click.
• Hot article content on Xiaohongshu: The note was published in the form of pictures and texts, with a total of 4 photos all centered around the product. The last photo directly highlights the experience of using the pillow to increase the user's trust. Combined with the expression of text, it highlights the benefits of the pillow in "improving sleep" and pays attention to the layout of keywords.
• Xiaohongshu Comment Section: The purchase link of the product is pinned at the top of the comment section, which is convenient for users to purchase directly after purchase; most of the comments are positive, and most users express their real experience after using the product in the comment section. Experts respond positively, creating a positive and vivid account personality.
• Emotional needs: bought by mother-in-law, bought by boyfriend... These emotional words are more likely to trigger discussion and catch people's attention.
• Grasp the keyword layout: sleep aid, good sleep... Focus on the core selling points of the product and make good notes of the keyword layout. The search layout will be easier for users to see.
• Grasp the comment area: Actively replying to the comment area can effectively increase the weight of the account and increase the stickiness of fans. Creating a vivid image can increase user trust and improve purchasing power.

Small and medium-sized enterprises do not need to pursue the number of fans when opening a store on Xiaohongshu to sell goods. The conversion within the site is the most important! From the beginning, you must lock in the product selling points, clarify the target group of your product, continue to operate, and constantly improve.

4. Final summary

This article analyzes some of the logic of selling goods on Xiaohongshu from the aspects of product, account operation, and hot home articles, hoping to help small and medium-sized enterprises:

1. How do accounts with high sales select products? Things that have been verified by the market must be able to dig out something different from them , just like every time you read my article, you can get different inspiration from it.
2. For an account whose purpose is to sell goods, how should it produce content? Of course, good content should be able to feed back into the product itself.

Instead of wasting time on trial and error, it is better to learn from peers who have already achieved results. Tell me what industry you are in, and I will show you more cases in the field, and see the underlying logic of selling goods on Xiaohongshu stores with sales of 3-5 million.

Author: Zhuang Jun

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