To break the traffic dilemma, how can offline stores do well on Xiaohongshu?

This article deeply analyzes how offline stores can use Xiaohongshu to break through traffic bottlenecks and provides strategies for directing online traffic to private domain stores. It is recommended for offline merchants seeking digital transformation.

Last week, I talked to the owner of an offline store on the phone. Before we even started chatting, he asked, "Is it suitable for offline stores to use Xiaohongshu?" I said that if you rely on the little traffic from the business district and don't use Xiaohongshu and Douyin online traffic, non-brand businesses will basically be wasted and die.

‍‍‍‍

Picture: From Jiuqian Shopping Center

At present, consumers are less and less interested in going to business districts, and the traffic in business districts has plummeted. It is really difficult for offline stores to only stick to the business districts within a few kilometers! At this time, we must do a good job of online + offline combination punches, and do a good job of online platforms such as Xiaohongshu, Douyin, and Dianping to increase public domain traffic. I accidentally saw the account of a Shanghai custom cheongsam store. The account content focuses on stores, customer cases, products, etc. After the notes went viral, the comment area led to the store address, and the small account led to the private domain.

This is how they succeeded in stealing traffic from the platform quietly. Even their peers don’t know that their stores have been getting traffic all the time, and they live beyond their peers’ imagination. ‍‍ Online stores use Xiaohongshu to attract traffic, which not only focuses on offline, but also helps sell products to a wider range. As the market gets bigger, sales will also increase.

‍I think there are three steps for offline stores to do well on Xiaohongshu:

1. Establish a Xiaohongshu matrix account system

Xiaohongshu accounts are divided into personal accounts and corporate accounts. Corporate accounts have a blue V logo and require a business license and trademark application. For offline merchants to operate Xiaohongshu, it is recommended to start with both personal accounts and corporate accounts, because corporate accounts have more permissions, such as binding offline stores, placing advertisements, and private messaging functions; on the other hand, if the corporate account has average traffic, the personal account should be focused on. The cheongsam merchant mentioned above is a personal account. In addition to corporate and personal accounts, you can also add manager accounts and amateur accounts to form an account operation matrix;

Figure: Xiaohongshu account layout

After registering an account, you need to set up the account, moments and profile, store address, etc.

1. Account Introduction

You can write about your own strengths, styles you are good at, store addresses, and other information, as well as personal pursuits, such as 10 years of store experience, serving XXX customers, etc.

2. Account avatar

Directly apply the door head or LOGO, and the person in charge can just use a personal portrait;

3. My Moment

"My Moments" was released 20 years ago, and most users know it. How can we use it better? This function has four content forms: daily check-in, check-in, text, and video. You can choose a theme corresponding to the check-in content, such as movie check-in, food check-in, etc. In terms of content settings, home decoration, wedding photography, and jewelry customers are set as drainage methods, but the community is currently sorting out and strictly checking. Now "private message", "come to chat", "entry guide", and "WeChat account" are all very risky.

My Moment can also set up a product selling point promotion base to promote its own product highlights, such as the natural blogger's "Good Algae Oil Amber.

4. Offline stores

Offline stores are the platform's way of attracting traffic to local businesses. Add settings through PC backend-store management. The platform is based on the location of Gaode Map. Before setting, please confirm through Gaode Map to see if the store has been set up on Gaode Map.

Note: Offline store settings only support corporate professional accounts;

Ps: The backend can bind multiple offline stores. For example, Tai Er Pickled Fish has bound hundreds of stores. Each store can aggregate previous notes and display the results in a centralized manner. The role of offline stores is to leave store phone numbers for users to make reservations and inquire. Some merchants will set the phone number and WeChat to the same one. There are risks and you can try to operate it.

Figure: Xiaohongshu offline store phone case

2. Build an account content system

After completing the basic account settings, the next step is to publish a note. In this case, topic selection and manuscript writing are the two key points;

1. Topic Selection

When you first start to run an offline store, you don’t know how to write. The best way is to find the recent hot articles of your peers, definitely within the last 30 days, and find 3-4 notes to see if you can shoot them. For example, if you search for “cheongsam customization” directly, you can see the notes of the recent hot styles, which you can directly imitate;

Figure: Recent hot topics of cheongsam

2. Title

The upper limit of Xiaohongshu title is only 20 characters, and the cover is relatively large, resulting in the title occupying less sight. The title should point out the core theme of the full text. As the part with the highest text weight in the note, the title is easier to search. When writing titles, you can also follow the title formula I summarized, starting from the crowd, scene, pain point, solution, emotional value, action instructions and colloquialism. ‍

Figure: Xiaohongshu universal title formula

3. First image

A good header image means half of the success of a note. When making the header image of Xiaohongshu, you should treat the browsing environment as a shelf and think in a shelf way to ensure that you get the user's first attention when the user is browsing the notes. When setting the header image of Xiaohongshu, you can approach it from the following angles. The image size can be 3:4, because no matter on the discovery page or search, the image occupies the largest position on the screen, so it can get more display space. How to ensure that the image is 3:4? When posting, be sure to click Crop-Size 3:4; the cover image can be written with title copy, supplementary title, small-font copy, and direct copy of consumers' pain points. Small copy can more easily stimulate users' desire to click, such as IKF's copy "A hundred-yuan Bluetooth headset actually has this sound quality, which is not better than a thousand-yuan one"

4. Main Text

The maximum number of words in the text is 1,000. The content cannot be too short. Short articles are not easily included. At the same time, when writing notes, embed regional names, such as Shanghai cheongsam customization, Shenzhen confinement center, Changchun wedding dress customization and other keywords;

5. Positioning

When posting, remember to locate the store address. Due to the aggregation function of Xiaohongshu, you can click on the address to see all the notes gathered at that address.

3. How to attract customers to private stores?

For a single store, the core is to attract traffic to private domains and stores, especially private domains. You can use the comment area to attract traffic to private domains with a small account, and the main account can comment on the name of the offline store. For the method of attracting traffic on Xiaohongshu, you can read this article How to attract traffic on Xiaohongshu? At the same time, offline stores can attract traffic to stores through experts, take photos and check in, and promote stores. For example, the current online celebrity clothing stores also use amateurs and local store experts to visit stores. Compared with pure corporate account promotion, such notes are more likely to attract user interaction.

Author: Jiang He; Source public account: Jiang He Chats About Marketing (ID: 1079873)