The trend of buyers live streaming on Xiaohongshu has begun

The rise of buyer live streaming on Xiaohongshu and the brand opportunities it brings solve the problem of how brands can achieve effective conversion on social platforms. This article is recommended for marketers and brand operators to read.

From no one being optimistic at the beginning to no one being able to ignore it now. Xiaohongshu has supported buyers’ live broadcasts for two years. Trends have emerged in user habits and merchants’ entry. It has to be said that Xiaohongshu still has a certain strategic focus.

When a platform is determined to support a project with all its resources for two years, it is destined to succeed.

1. Platform support: Xiaohongshu’s live streaming traffic is gradually decentralized, with more emphasis on “de-routineization”, attracting more high-quality bloggers to become buyers

In 2023, with the ridicule of Li Jiaqi's "79 yuan eyebrow pencil incident", the era of top anchors has come to an end. In 2024, the traffic of top anchors will no longer form a monopoly, and more and more consumers will say goodbye to the live broadcast rooms with "routine sales", and the "hawking, low-price" live broadcast rooms will no longer be supported by consumers.

Under this trend, Xiaohongshu, as a UGC grass-growing ecological community platform, has begun to vigorously develop grass-growing buyer-style live broadcasts for ordinary people and small and medium-sized bloggers. The live broadcast labels of "de-routine", "personal experience", and "better understanding of ordinary people" have attracted more and more big Vs outside the site to settle in Xiaohongshu, and even ordinary people have joined the wave of buyer live broadcasts. The favorable trend of low-threshold buyer live broadcasts for brands is also sweeping in.

For example, through Xiaohongshu e-commerce live broadcast, "Denim Lao Wang" successfully brought his bankrupt factory back to life on Xiaohongshu. The 62-year-old factory manager has been deeply involved in the jeans industry for more than 30 years. Xiaohongshu's own grass-seeking buyer-style live broadcast allows Lao Wang to complete a closed-loop marketing from grass-seeking to sales on Xiaohongshu. The identity of an ordinary person as "an old factory manager of a jeans factory" makes his live broadcast room not as "routine" as the public thinks, but more of his experience and personal feelings about jeans for more than 30 years.

The reason for attracting consumers is the "live broadcast room that understands ordinary people better". Before the live broadcast room became popular, he was just an ordinary jeans factory manager.

On Xiaohongshu, anyone and any brand can participate in the wave of buyer live streaming.

2. Trends of on-site buyer live streaming: Buyers are more focused on categories and tracks are more segmented

As more and more big Vs from outside the platform join Xiaohongshu’s buyer live broadcasts, Dong Jie’s first broadcast on Xiaohongshu went viral, and Zhang Xiaohui’s live broadcasts again exceeded 100 million yuan in sales. Xiaohongshu has also realized the importance of buyer live broadcasts for the community. Not only did it recently announce the merger of the e-commerce buyer business and the merchant operation business to form an e-commerce operation department, it also released a signal that it will enrich the supply of live broadcasts.

Under this official support trend, more buyers choose to start from users, select products they are interested in and go deeper to create their own "professional, vertical" live broadcast room. Under this circumstance, the live broadcast room of experts who used to target the general population is no longer wide-ranging, but has become more precise. Not only do buyers get a highly accurate live broadcast crowd, but cooperating brands can also obtain more accurate consumer customer information through the live broadcast of expert buyers.

For example, Winnie Wen, a beauty blogger with more than 6 million fans on Xiaohongshu, has the largest number of fans besides celebrities. Because most of her users are young college students, in her first live broadcast in April, each of her selected products had a relatively low average order value. However, she used a detailed explanation mode for each product, and used comparison videos before and after the broadcast as a reference, using her own experience to help users better understand the product features. The first broadcast GMV exceeded 10 million, driving nearly 50% of young female users aged 18-24 to purchase

3. Benefits of buyer live streaming to brands with the support of Xiaohongshu’s traffic

The cost of brand cooperation is lower, the form is newer, the distance between products and users is closer, and a closed loop from seeding to transaction is achieved, the conversion path is shorter, and the conversion rate is higher

Live broadcasts by experts who are vertical buyers not only reduce costs for brands that originally needed to spend a lot of money, but also achieve closed-loop marketing with high exposure at a low cost-performance ratio, realizing a closed loop from seeding to closing a deal led by expert bloggers, and obtaining more accurate consumer group information and KOL endorsements. These conversion paths are more direct and efficient than ordinary advertising by brands.

With the popularity of buyer live broadcasts, more and more brands are also trying store broadcasts. Without complicated live broadcasts, you can get traffic support from the platform.

For example, the new false eyelash brand "Nai Xiaobai" founded in 2023 started to do buyer store broadcasts during the cold start stage of Xiaohongshu. It did not even need the endorsement of well-known KOLs or KOCs. It only used the form of buyer store broadcasts. In less than 3 months after its establishment, the new store broadcast achieved an amazing sales volume of one million per month from zero.

Now, Xiaohongshu not only provides certain support in terms of traffic, but also launches the Million Buyers Plan at a super fast speed to help brands and influencers realize new monetization paths on Xiaohongshu.

Therefore, in 2024, only by making good use of the unique advantages of the Xiaohongshu platform and the cooperation with buyers, and seizing the trend of buyer live broadcasts officially supported by the site, can brands achieve a double harvest of brand exposure and sales on Xiaohongshu!

No time to explain, get in the car!

Author: Vic's Marketing Thinking; Source Public Account: Vic's Marketing Thinking (ID: 980420)