674 fans on Xiaohongshu turned into 650,000 in 3 months, revealing the secrets of low-follow, high-monetization accounts!

This article selects typical products for analysis and summarizes the three underlying logics for the success of selling goods on Xiaohongshu Notes Trailer, helping everyone to better realize the process of low-fan monetization and converting traffic into sales. It is recommended for Xiaohongshu operators to read.

Friends have been asking questions like this:

1. Note: The traffic is very poor after the trailer is installed. How should I adjust it?
2. How to write sales notes for high-selling products?
3. The recent trailer notes have been stuck in review, with repeated violations?
4. Are low-budget merchants suitable for on-site sales?

In this issue, in response to everyone’s questions, we selected accounts that have achieved good sales results in the past 90 days from the Xiaohongshu Notes Sales List , and selected 10 typical accounts and stores for analysis.

The monthly sales of the typical products selected this time are all on the top list. From the perspective of product classification, they are mainly wearable products such as clothing, accessories, and bags . (In the future, our Nankaikou official account will continue to analyze typical sales notes in different categories. You can also leave a message in the comment area to tell us which categories you want to see.) Based on the analysis of these products, we have summarized the three underlying logics for the success of Xiaohongshu note trailer sales:

The content includes the best-selling accounts in the category, the number of account followers, the hot products produced, and the sales volume. A total of 10 Xiaohongshu sales accounts achieved sales of 7 million+ in 3 months.

We have summarized the six operational characteristics of "low fans and high sales" accounts:

1. Product selection: What kind of products are likely to have low powder sales?
2. Promoting user conversion focus: cost-effectiveness;
3. How to maximize the reuse of sales content templates;
4. The 1+3 content operation rhythm of low-fan sales accounts;
5. Product launch; note output; time period for explosive sales;
6. How to maintain the popularity of notes through comment area operations;

1. Clothing Category

In the clothing category, the top 100 products mainly include pants, sun-protective clothing, short-sleeved T-shirts, suspenders and other products with strong seasonality. This issue focuses on analyzing the two products, pants and sun-protective clothing , and the store operations.

1. Pants

(Data source: Qiangua)

The products were put on the shelves around April, which is the season change from spring to summer. The product names also have obvious "summer" and "spring and summer" logos. At the same time, the average order value of the products has a great impact on users. Users can basically buy them as soon as they see them. The product with the highest sales in the past 90 days has sold more than 90,000 .

The following is a detailed analysis of different stores:

Overall, the content of the notes focuses on product display , and the shooting scenes are generally indoors, using simple partial close-ups to convey to users the comfortable wearing effect of the product.

Selling Account 1 “Looks good”

The note titles are basically related to the product expression, mainly involving: trouser style (butterfly trousers/checkered trousers/striped trousers...), trouser length (112), price (17/12/15 yuan...).

(Image source: Xiaohongshu)

From a time perspective, the product had sustained sales conversions starting around April 17th, and it was two weeks since the product was put on the shelves, during which time the notes were basically updated daily.

The content of the explosive article is as follows. The explosive article template first appeared on April 22 and lasted until May 27. During this period, there were about 60 similar notes.

(Photo source: Qiangua)

One link to multiple SKUs makes the content material richer to a certain extent, and the copies of popular products are also visually diverse.

Sales Account 2 "Yishu"

The keywords in the title are basically the same as those of the store above, but there are certain differences in expression, emphasizing "butterfly ice silk pants" and giving the product more positioning (walking pants, casual pants, etc.).

(Image source: Xiaohongshu)

The product was launched in May last year and was a hit last year. This year, new styles were added and it was re-marketed. Judging from the content materials, a lot of it is reused from previous hits.

At the same time point, similar products can also achieve high sales. Historical popular content can also get good traffic by reusing it at the same time point.

2. Sun protection clothing

(Data source: Qiangua)

As the temperature rises during the spring and summer seasons, the demand for sun protection is increasing, and sun protection clothing is also experiencing a hot sales period. As shown in the above picture, the product was put on the shelves around April, which is a relatively suitable time to enter the market.

The average customer price of the product is generally less than 50 yuan, and this type of low-decision, rigid-need products has a large market. The best-selling product has achieved sales of more than 1.8 million yuan in about two months after it was put on the shelves.

The following is a detailed analysis of different stores:

Overall, the core uses video notes to show the real effect of wearing the product, and there are a small number of graphic notes to show the product.

Sales account 3 "Qing Xiaocui Clothing"

The store has two associated accounts, of which the enterprise account is the main platform for outputting content.

(Image source: Xiaohongshu)

The content of the notes is relatively down-to-earth, with product quality as the core; the product introduction basically meets the user's demand for the product, including style, material and price.

It is also a product that links multiple SKUs . The product is positioned as a "banana substitute", priced at 30+, has a strong body-slimming effect, can "make you look thinner/show your figure", and has good quality "silky zippers". At the same time, the product has "sun protection sleeves" to meet the needs of some users, such as cyclists, mountaineers, etc.

At the same time, in order to make the content more diverse, many similar content materials will have differences in dubbing.

(Image source: Xiaohongshu)

The product was launched on April 4th, and notes were produced on the 12th, but sales conversion did not appear until around the 16th. It took about 2 weeks of adjustment to find the right content template and start to get results.

Sales Account 4 "We are free"

The content logic of this product can be called " bumping into porcelain ". The product style is similar to that of Jiaoxia, and it also takes "loose and casual" as the core. Almost all notes are marked with the "Jiaoxia alternative" logo , and given a large price difference of more than 40 , which is suitable for "poor female college students".

(Image source: Xiaohongshu)

The product did not start to have sustained sales conversion until May 12, nearly a month after it was put on the shelves , but many related notes were published as early as May 8.

Sales Account 5 "The Magic Kitchen of the Alluring Little Demon"

The store has multiple associated accounts, and the content is reused by multiple accounts, bringing the single content to its full potential.

(Image source: Xiaohongshu)

The core selling point of the product marketing is to look good when worn . The product fabric is breathable, has a "slimming/figure-enhancing" body-slimming effect, has "good texture" and is cheap "20+". After wearing the product, users can have a "comic sense/comic figure" and transform into a "cold novel heroine/white moonlight lady".

(Image source: Xiaohongshu)

The product was launched on March 29th, but it was not until May 3rd that it started to generate sustained sales. The one-month-plus period was a process of exploration and experimentation in finding a suitable note content template to express the product.

The content materials of Qing Xiaocui Clothing Store and Qingcheng Xiaoyao's Magic Chef Store are very similar. Among them, the "slimming/figure-enhancing" and "comic sense/comic figure " effects of sun-protective clothing are the hot-selling materials for such products this year.

2. Accessories

In the apparel category, the top 100 products mainly include hats, sunglasses, clips and other products with strong seasonality.

1. Sunglasses

(Data source: Qiangua)

The products were put on the shelves after mid-March. The "sun protection" property of sunglasses makes them closely related to the change of seasons. Among them, the product with the highest sales in the past 90 days has leveraged nearly 300,000 sales.

In addition, with the emergence of different dressing styles, sunglasses have also been given a certain "decorative" value, and are increasingly closely related to fashion trends. The relevant style positioning is also clearly defined in the product names, such as "Driving Fashion" and "Travel Outfit".

The following is a detailed analysis of different stores:

Sales Account 6 "Ms. Ono's Selection"

The core of the note is to recommend products to myopic people, focusing on the pain point of "myopia cannot wear glasses" . It includes two types of content: pictures and texts and videos. The product price advantage is outstanding, and "19.9" can solve the sun protection needs of myopic people.

(Image source: Xiaohongshu)

The product was launched on March 16 , and the related notes were released on April 18. Sales conversion began to appear as soon as the notes were released.

Sales Account 7 "GRAIN Glasses"

From the perspective of the subcategories of sunglasses, there are five main categories: round, square, pilot, cat's eye and square round. Among them, cat's eye sunglasses are a more popular style this year, with a large market demand. At the same time, there is currently no typical content that satisfies the product expression in the market.

The notes for this pair of cat-eye sunglasses are mainly product displays , with a small amount of real-life wear content. Many of the real-life material content is order sharing content in the comment area.

Its main breakthrough point is price, and it promotes the slogan of "rococo alternative" , giving users a large price difference. There is no rival within 15.9 or 20 yuan. The product has " superb texture/excellent ", and has the advantages of " affordable " and " making the face look smaller ".

(Image source: Xiaohongshu)

The product was put on the shelves on March 13 , and the relevant notes were output on the 17th . After the 24th , the sales volume of the product increased steadily. The time interval from the product being put on the shelves to having relatively stable sales output is about 10 days , which means that it also takes a certain amount of time to explore and try the content of selling products .

2. Hat

(Data source: Qiangua)

Hats are one of the must-have items in summer, and their sales are gradually opening up with the coming of summer. As shown in the picture above, the "headband-style cycling hat" that was only put on the shelves on May 7th sold more than 13,000 orders in less than a month .

The following is a detailed analysis of the relevant stores:

Sales Account 8 "Sad Butter Bread"

The content of the notes is mainly divided into two categories: one is a real-person wearing display , highlighting the large brim of the hat, emphasizing "cuteness", "biscuit sun hat", etc.; the other is a photo of stacked products , indicating that the source of the goods is real, shipped from the source factory, and the content has its own explosive elements.

(Image source: Xiaohongshu)

The product was put on the shelves on May 7th , and the notes were released on the 8th. After that, several natural popular articles appeared, and sales conversion began to appear on the 13th .

The entire conversion process is relatively fast, which may be related to the product selection. The product colors are prominent, and the note content is very eye-catching, which is very compatible with the content style of Xiaohongshu.

3. Luggage and bags category

In the luggage category, the top 100 products are mainly shoulder bags, crossbody bags and handbags.

1. Bags

(Data source: Qiangua)

As shown in the above picture, the products were almost all put on the shelves after the end of March, and the product style was highlighted with seasonal words such as " Spring and Summer New Style " and " Early Spring Girl ". Among them, the product with the highest sales volume has driven more than 760,000 sales in the past three months .

The following is a detailed analysis of different stores:

Selling Account 9 “Haha Jiang Loves Bags”

Judging from the notes, this store follows a typical product-passing logic ( i.e., after a product is launched, 3-5 notes are published for testing. If the content traffic is high, it means that many users are interested in the product, and you can continue to copy the content while exploring more suitable content templates. If the content traffic is low, it means that the product is not attractive, and you can give up marketing the product.)

There are various product styles, with 1-2 new ones added every week. Products with good note traffic will have their notes added more frequently, while those with poor traffic will be eliminated.

This popular product is mainly about " new spring and summer ", " must-have spring and summer", and "must-have summer ". The content is simple to shoot, almost all of which is product display. Its price advantage is " only 10+ ", and the capacity is super large and super satisfying.

(Image source: Xiaohongshu)

The product was put on the shelves and related notes were published on April 18 , and there was a steady sales growth until May 13. During this month, due to the low traffic of the notes, the update frequency was low, and the output of content was increased only when good traffic was seen.

Overall, the number of content articles is relatively small. You can appropriately increase or decrease the frequency of content updates or try multi-account operations to increase product exposure.

Selling Account 10 “Is this bag nice?”

Typical personal sales accounts also follow the logic of passing products. They also focus on product display, but have more simple wearable display content; the products belong to the " crossbody bag " category, focusing on " daily commuter bag " and " summer commuter bag ", targeting " early eight people " and " working people "; in addition, they highlight its price advantage of " 3 0+ ", which is light and versatile.

(Image source: Xiaohongshu)

The product was put on the shelves and related notes were published on March 29th . From April 6th , the notes were basically updated once a day, but the sales of the product did not show any effect until after April 13th .

Bag products are relatively closely related to dressing. You can try to improve the quality of your notes by using dressing content with obvious styles in order to achieve better conversions.

IV. Conclusion

The above is an analysis of the seasonal products with high sales in Xiaohongshu recently. It can be concluded that:

1. For wearable products, the content is mainly based on product display, and the product is the content; choosing the right product and expressing the product well can lead to higher sales conversion.
2. Almost all of the accounts above follow the logic of selling multiple products. The products they share are the store’s current hot-selling products, and there are at least 3 or more similar products in the same store.
3. If you want to get results by selling products through Xiaohongshu note trailers, you need to have a strong supply chain advantage and use the super high cost-effectiveness to encourage users to buy products.
4. Extreme duplication capabilities are required : As a certain type of product material becomes a hit, it is necessary to copy as much content as possible for output in order to maximize utilization. ( The forms of duplication include : publishing the same hit content on the same account at different times; setting up multiple associated accounts to publish hit content; changing the hit content to another product and continuing to publish it)
5. Continuously explore content capabilities , copy at least 1 popular content every day, and maintain at least 3 new notes per week for exploration and testing.
6. Seasonal items enter their explosive growth period in April and May, but in fact there is a certain time interval between product listing time, note output time and explosive sales time . Most products need 3-7 days to form mature content templates before they start to receive orders.
7. The above store accounts all attach great importance to the maintenance of the comment area . The comment content is mainly positive. By showing orders, surprise boxes and comment replies, they increase the popularity of notes and promote product conversion.

Author: Sally Nan

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