How to achieve explosive sales by product selection? 3.5w+ sales in less than 10 months, 3 steps to sell on Xiaohongshu!

How to achieve explosive sales on Xiaohongshu, especially in the face of platform rules and sensitive word restrictions, is a problem that merchants need to solve. This article will analyze the successful case of sea salt hot compress packs and explore the product selection strategy, enterprise account operation skills, and comment-guided conversion methods to achieve high conversion rates on Xiaohongshu.

In the last issue, I shared with you the breakdown of 3 types of high-selling content (674 fans on Xiaohongshu made 650,000 in 3 months, revealing the gameplay of low-fan high-profit accounts!), and many friends left messages saying that they were very interested in selling products through note trailers and wanted to see more sharing. Therefore, I will continue to talk about this topic with you in this issue. Recently, we have noticed that the sales conversion rate of products has increased rapidly, and the sales conversion rate of products in multiple stores has been good— sea salt hot compress packs.

This product is a typical example of successfully avoiding high-risk sensitive words in the traditional Chinese medicine and health care category on Xiaohongshu , while at the same time being able to increase the volume of content and achieve higher sales results .

The following article will analyze the three key steps of selling sea salt hot compress packs on Xiaohongshu: product selection ; enterprise account operation ; comment guidance and control of conversion

This case simultaneously solves the following three problems (you can jump directly to the end of the article to see the summary) :

• If you want to sell goods on Xiaohongshu, how can you select products in advance to make Xiaohongshu's conversion efficiency higher?
• When creating content for my category on Xiaohongshu, there are many sensitive words and promotion is restricted. How can I avoid risks?
• For categories where it is not possible to make paid placements on Xiaohongshu, how can one obtain accurate traffic to sell goods?

1. Hot-selling topics! Unlocking the traffic password (targeted product selection)

With the popularity of the "new Chinese health preservation" trend on Xiaohongshu, more and more young people are participating in health preservation topics. The number of views on the topic of "health preservation" on Xiaohongshu has reached 14.37 billion , and the number of participants in related topics has exceeded 3.23 million . The traditional health preservation method of "sea salt hot compress" has also received a certain amount of attention. It has the effects of warming the meridians, activating the collaterals, relieving inflammation and cold, and relieving pain.

The product "Sea Salt Hot Compress" related to sea salt hot compress is also very popular on Xiaohongshu, with a total of more than 42 million views on related topics and more than 26,000 people participating in the discussion (as shown below). The views on related topics are constantly increasing, with the views on topics in the past three months accounting for about 41% of the total. The related discussions have played a certain role in promoting the large-scale sales of sea salt hot compress bags.

(Data source: Huitun Data)

The sea salt hot compress pack is a hot product on the Internet and has a large sales output on multiple e-commerce platforms. In addition to the Xiaohongshu platform, this product is also favored by many users on other e-commerce platforms, and the sales volume is even more impressive.

In terms of the time rhythm, the product was first launched on the Taobao platform, with a concentrated outbreak period in 2022 , among which more than 240 stores had sales in the past 30 days; the second was the Douyin platform. The core launch time of the product was in May 2024 , and more than 500 Douyin stores launched the product; and the product was basically launched on the Xiaohongshu platform after September 2024 .

2. Single product hits the market! Low-cost and extreme volume acquisition (Enterprise account operation strategy)

1. Multi-account operation

In the past year, there have been more than 6,000 notes related to "sea salt hot compress". The sea salt hot compress bag products were first put on the Xiaohongshu as early as September last year . There are more than 100 related Xiaohongshu stores, with a total sales volume of more than 70,000 and sales revenue exceeding 3.5 million .

(Data source: Qiangua & Xiaohongshu)

After analyzing the relevant accounts, it was found that the store accounts with product conversions were mainly corporate accounts and personal accounts with less than 1,000 fans, among which corporate accounts accounted for a relatively large proportion.

Stores with high sales output generally update 3-5 notes per day, trying to increase the probability of hot articles through frequent note updates and get more exposure traffic . Stores with poor sales have slow note updates and poor traffic.

The prices of sea salt hot compress bags sold on the Xiaohongshu platform are concentrated between 33 and 129 yuan , but according to relevant notes, stores with product prices around 50 yuan are continuously producing content and have achieved good sales conversions.

2. Multiple content types

By analyzing the notes of multiple accounts, we can see that the notes can be roughly divided into the following five types:

(1) Product photos

Note cover: Live/direct shooting of the sea salt hot compress pack product to convey the real ingredients of the product to users.

Note content: The content introduces the user groups of the product, the benefits of sea salt hot compress, and possible situations after hot compress, etc., and recommends the product to users.

Typical notes include:

(2) Product usage

This type of content is the core marketing content of the product and accounts for more than 80% of all notes.

Note cover: A real picture of the product on the body, to establish a health-conscious user persona and increase user trust in the product. At the same time, in order to enrich the perspective of the picture, the position of the product includes the back, shoulders, waist, hips and abdomen.

(Image source: Xiaohongshu)

Note content: The core focus is on women's health issues, and through the use of products, it helps users solve pain points such as physical weakness, heavy dampness, cold body, postpartum cold, pre-pregnancy conditioning, periarthritis of the shoulder, cold uterus, low back pain from sitting for a long time, and polycystic ovary syndrome.

The popularity of its hot-selling notes is high in reuse, and the hot-selling title template is as follows:

(Image source: Xiaohongshu)

In addition to being related to women's health issues, targeting the group of mothers, hot compress can help solve babies' rhinitis, colds, coughs and other problems.

The relevant notes mainly use real pictures of babies using products as the cover, and the content is to share experiences with users as a mother, including the functions of the product, how to use the product and evidence of the product's effectiveness.

(Image source: Xiaohongshu)

(3) Health knowledge

Note cover: typical comic cover + text related to pain points;

(Image source: Xiaohongshu)

Note content: Mainly related to traditional health-preserving exercises (such as Ba Duan Jin), movements and postures, etc., the health-preserving effects are achieved through sports training, and the sea salt hot compress bag products play a role in relaxing muscles and promoting blood circulation.

(4) Traditional Chinese Medicine Advice

Note cover: a book page/medicine list picture related to Traditional Chinese Medicine, with pictures and text directly hitting the pain points (lumbar disc herniation/pelvic inflammatory disease, etc.).

(Image source: Xiaohongshu)

Note content: Usually based on the theory of traditional Chinese medicine, it is suggested that users can achieve the effect of health care through hot compress with sea salt. Target the pain point groups and make effective suggestions; explain the knowledge of traditional Chinese medicine + methods/specific suggestions, and implant the sea salt hot compress pack product.

(5) Product description

Note cover: popular science comic cover.

(Image source: Xiaohongshu)

Note content: In the form of knowledge explanation, the various effects of sea salt hot compress are systematically explained, so that users can have a more comprehensive understanding of the benefits of sea salt hot compress and guide users to purchase the product.

The above is a brief summary and analysis of the relevant notes. In the process of analyzing the notes, we found that:

1. The core popular contents of different accounts are highly similar, but at the same time, there are certain differences in the forms of the content they contain.

The popular notes of multiple accounts are all product usage notes. Among them, the two accounts "Yingying Health Home" and "Qimaya Zoe" basically include the above 5 types of notes in content layout. The content of their notes is diverse , covering a wide range of user groups, and the related stores have achieved better sales.

As for "Sanfuai's Store" and "Wanyunju Time Shop's Store", which were launched in 2023 and saw sales conversion, due to the large time span, the titles of some notes have obvious seasonal characteristics , such as autumn and winter health care/autumn and winter essentials/keeping warm in cool weather/winter magic weapon/spring health care plan/dog days health care plan, etc.

2. With the change of seasons, the selling points of the content will also be adjusted. Therefore, at different time points, the focus of the content will also show significant changes.

3. Overtake on the curve! Comments guide and control conversions!

The relevant accounts all attach great importance to the maintenance of the comment area, and there are obvious behaviors of brushing and controlling comments. The comments are mainly positive and have a high degree of repetition;

(Image source: Xiaohongshu)

The product has a very high evaluation rate. In several stores with good sales, 60%-88% of users who purchased the product left positive reviews related to the product.

(Image source: Xiaohongshu)

IV. Conclusion

1. By taking advantage of the low threshold for self-made content on enterprise accounts, risks can be better avoided and content flexibility can be improved.

The product is highly related to medical and health content when expressing its efficacy, and contains many sensitive words, making it difficult to promote and place on Xiaohongshu. Therefore, companies should mainly rely on self-made content to obtain natural traffic.

2. Products that have been tested by the market have the potential to become a hit.

The product has achieved excellent market results on other e-commerce platforms and has very high user recognition, which shows that the product has huge market potential and can also get good traffic exposure on Xiaohongshu.

3. By setting up multiple accounts to operate self-made content, all the popular products on the entire network can achieve good results.

There are many similar hot-selling products on Xiaohongshu, such as Seed Cycle Flax Seed Fig Powder, 32mm French Deep V Egg Roll Curling Iron and 8-shaped Pulling Rope, etc. These products are not suitable for paid placement and can only rely on matrix accounts and enterprise accounts to obtain traffic.

(Image source: Xiaohongshu)

Author: Sally Nan

Source: WeChat public account: "Nan Kaikou (ID: nnvoice)"