E-commerce merchants selling goods on Xiaohongshu [New Front]

Xiaohongshu has become a new platform for e-commerce sales. It can not only promote products, but also sell products. Xiaohongshu's private domain sales have become a good channel. Let's follow this article to see how e-commerce sales merchants use "group chat" to carry out operations and promotions. Recommended for Xiaohongshu operators.

Most merchants’ stereotype of Xiaohongshu is that it is a “grass-planting platform”.

But this year’s Xiaohongshu 618 final battle report also proved that Xiaohongshu can not only promote products, but also sell goods.

However, compared to Douyin's public domain store-style sales , Xiaohongshu's sales style is more like private domain buyer-style sales . It is not difficult to find from Xiaohongshu's 618 battle report this year that merchants who sell well have one thing in common, that is, they are good at store broadcasts and private domains. The private domain mentioned here is not the WeChat private domain, but the Xiaohongshu private domain , which is the Xiaohongshu "group chat".

The value of Xiaohongshu's "group chat" has exceeded that of group chats on other platforms. For merchants, Xiaohongshu's "group chat" is an information transmission platform that integrates shelf space, content space, and communication space . If you do a good job in group chat and private domain, you can have a good sales effect on Xiaohongshu.

So how can e-commerce sales merchants use "group chat" to carry out operations and promotions, and achieve rapid cold start, seeding within the group, improving live broadcast efficiency, efficient conversion, and user operation?

1. New layout for seeding: group chat + live broadcast + notes = compound seeding

A few days ago, we talked about Xiaohongshu’s new trend of buyer live streaming. Live streaming on Xiaohongshu has lower brand cooperation costs, a newer format, and a closer distance between products and users, achieving a closed loop from seeding to transaction, a shorter conversion path, and a higher conversion rate.

On this basis, can we dig deeper into potential users who have a certain degree of stickiness with the brand? Or how to accurately acquire and maintain a group of people? We can use the form of "group chat + live broadcast room store broadcast + grass-planting notes" to help brands carry out a combination of grass-planting punches.

While creating some content notes, we reach some potential users through promotion, push the grass-planting content to users and use the method of linking notes to fan group chats, as well as some group benefits, to attract users to join our fan group. Through consumers sharing tap water grass-planting with each other, we strengthen users' consumption intention and trust in the brand, and achieve our goal of grass-planting.

For example, the women's clothing brand "Lin Huanying" attracts and converts some public users into fan groups through seeding notes, and then regularly publishes live links or product notes and activity links in the group to guide private users to watch the merchant's live broadcast. They even explain products and preheat live broadcasts in group chats, and use real-time push methods to attract group chat fans to place orders, which not only promotes old customers to continue to repurchase, but also continues to attract interested people in the public domain to settle into the brand's own fan group by publishing seeding notes.

2. What marketing scenarios can Xiaohongshu group chat achieve?

1. Shared notes: Help notes start quickly

Even if the note is not a product note or a live broadcast preview note, you can forward it to the group chat with one click to help the note quickly hot-start. You should know that not all account fans can see new notes on the discovery page, but by syncing to the group chat, the possibility of loyal fans seeing the notes is greatly increased.

2. In-group purchases: regular and active conversions

You can set up an in-group purchase plan for a certain group in the Qianfan background. For example, some communities that have been operating for a long time can improve conversion effects by regularly launching in-group purchases and combining them with promotional activities.

3. Live broadcast preview: Live broadcast warm-up

In addition to notes being able to link to live broadcast previews, you can also link to live broadcast previews through group chats. After all, the influence of notes is limited, and there will be more loyal fans in group chats who are more concerned about live broadcast plans. Linking to live broadcast previews can effectively increase the number of live broadcast appointments.

4. Coupon: Group chat coupon settings

The "Coupon" tool can be used to distribute different coupons to different group chats to improve conversion effects. For example, loyal user groups with more attention and interaction can be given more powerful coupons as a reward for loyal fans.

Group chat areas can also use interactive gameplay such as "group raffles" and "group red envelopes" to encourage users to interact by posting their orders. There are many tools and gameplay, and they can be combined with various activities to help conversions. I will not explain them one by one here. You can go to Qianfan and the backend of professional accounts to learn more.

Compared with customer-oriented merchants who need offline conversions, the one-stop marketing model of "planting grass-conversion" in Xiaohongshu fan group chat can more directly see the conversion effect in e-commerce sales merchants. It can not only reasonably avoid our off-site conversion violation risks, but also increase our user repurchase rate.

E-commerce merchants whose main focus is selling goods can manage Xiaohongshu group chats in a refined manner, which may bring unexpected results.

Author: Vic's Marketing Thoughts

Source: WeChat official account: "Vic's Marketing Thinking (ID: Viccps0227)"