Switching to Xiaohongshu as a buyer is becoming a new trend

This article mainly talks about the buyer phenomenon on the e-commerce platform Xiaohongshu. Especially during the big e-commerce promotion period, buyers from platforms other than Xiaohongshu have demonstrated strong sales capabilities and unique appeal to consumers. Their appearance has made the e-commerce ecological environment of Xiaohongshu more colorful and brought new development opportunities to the entire e-commerce industry.

During the annual e-commerce promotion period, various platforms are constantly active. In addition to the conventional full-reduction mechanism and red envelope gameplay, live streaming is also a focus of players. Among them, the changes and achievements of anchors and talents have attracted much attention, especially the performance of cross-platform anchors. From top anchors to celebrity talents, there are many cases of switching to external platforms, but most of them have received mediocre responses or have difficulty in making commercial breakthroughs.

This year's 618, Xiaohongshu live broadcast seems to have broken this "curse", and many buyers from other channels to Xiaohongshu have shown their talents. Some of them have only about 200,000 fans, but they have leveraged tens of millions of GMV and made many niche products popular. Similar cases are everywhere in Xiaohongshu. Bloggers in beauty, fashion, maternal and child, food and other fields have stood out. They have not only achieved greater development themselves, but also made Xiaohongshu e-commerce more vibrant.

Why is Xiaohongshu able to accommodate bloggers from other sites? What value does the community play? How do bloggers become good buyers?

1. Bloggers from other sites compete to become buyers, and the value of Xiaohongshu is being released

During this year's promotion, the narratives of top anchors are no longer eye-catching. From Dong Yuhui's absence from the 618 shopping event to Li Jiaqi's inability to sell, the promotion atmosphere is exhausted. However, on Xiaohongshu, high-quality vertical buyers are constantly emerging. They are not bound by the framework of "super-head" and continue to surprise the industry with their unique live broadcast taste and methods.

@豆豆本豆 focuses on diverse outfits and high-quality makeup, with the first broadcast on Xiaohongshu exceeding 17 million GMV; @合合噠 focuses on high-intelligence and simple commuting outfits, with a single live broadcast GMV of more than 13.4 million; @西红柿罐頭ChloMato focuses on high-quality mother and baby products, with a GMV of more than 8 million; @绒耳儿 takes urban vacation outfits as the theme, with a single live broadcast GMV exceeding 24 million; @刘雨鑫JASON, a global food buyer, opens a special Eagle Brand event on Xiaohongshu, allowing more users to experience the taste of Guangzhou...

The community atmosphere is the common reason that attracts bloggers from other sites to broadcast on Xiaohongshu. This is reflected in more precise user groups, more lifelike live broadcast methods, and content that is more in line with the platform's temperament. These factors together build the unique value of Xiaohongshu.

As a fashion blogger, @合合噠's initial main battlefield was not Xiaohongshu. Through the form of multi-platform content distribution, she has also accumulated a certain number of fans on Xiaohongshu. Last September, @合合噠 started her first live broadcast on Xiaohongshu, and the results that exceeded expectations allowed her to successfully transform into a buyer.

When talking about the reason for choosing to live broadcast on Xiaohongshu, she said that compared with the live broadcast in the form of hypermarkets, Xiaohongshu's live broadcast has a stronger sense of life, and this live broadcast atmosphere is very attractive to her. "Goods Sharing Conference" is her summary of her live broadcast.

"I am a person with a strong desire to share. Every time I buy a product that I like or am satisfied with, I want to recommend it to people around me. Being a buyer is something I like. Fans will participate in the early stage and during the live broadcast, and the live broadcast scene takes place in their own homes, which makes it more intimate."

From the first live broadcast with a GMV of 2.2 million to the sixth live broadcast with a GMV of over 10 million, @合合噠 is constantly improving his professional abilities and wants to do well in this career.

Like @合合噠, @西红柿罐頭ChloMato was also attracted by the sincere and active community atmosphere of Xiaohongshu. From interactive live broadcasts to live broadcasts with goods, the support and encouragement of fans are the main motivation for her to stick to it. At present, she usually broadcasts live on Saturdays, and basically maintains a frequency of three live broadcasts a month. The size of the team has also grown to four people, who work together to complete a series of tasks such as merchant docking, product selection, content preview, and live broadcast.

Unlike @合合噠 and @西红柿罐頭ChloMato who chose Xiaohongshu for their first live broadcast, @杏 had tried short video platforms before. During the Double Eleven last year, @杏 started live streaming on the short video platform to sell goods, and the sales of more than 3 million per show were quite impressive, but he thought that the live streaming style of Xiaohongshu was more in line with his personality, so he devoted himself to Xiaohongshu in January this year.

In this regard, he said, "It turns out that live streaming does not necessarily require a big promotion model. On Xiaohongshu, you can talk slowly. It is similar to my personality, and you can also sell things."

@杏杏 also mentioned, "Of course everyone needs a good price. The biggest difference and feature of Xiaohongshu and other platforms is that it focuses more on product quality rather than price. Other platforms are price-oriented and have low cost-performance ratio, while Xiaohongshu focuses on quality-price ratio, a product that greatly improves the quality of life."

2. How can buyers stand out by switching to Xiaohongshu?

It is not difficult to find out from observing the above buyers that most of them do not have a large number of fans, but they have leveraged GMV of millions or even tens of millions.

Typical examples include @合合噠, whose number of fans on Xiaohongshu was less than 180,000, but the GMV of a live broadcast exceeded 10 million, and one of its lantern bags achieved sales of one million; @西红柿罐頭ChloMato has 149,000 fans, and its GMV can reach more than 8 million. The reason why they can achieve such results is the result of the combined effect of multiple factors such as buyers, content, product selection, platform, and operation.

"Sincerity" is what @合合噠 believes to be her core as a buyer, which is reflected in her product selection. She mentioned, "I usually start with brands that I am familiar with, because I will have real shopping and wearing experience. From the unpacking process when receiving the courier, to wearing it to various occasions and matching different styles later, the in-depth experience over a long period of time allows me to share real things with fans."

This attitude towards product selection runs through her daily sharing and live streaming, and also allows her to establish a closer relationship with her fans. She clearly feels that fans have become friends after becoming a buyer.

"In my last live broadcast, I shared jeans and Xeromon shoes. As soon as I sent out the live broadcast preview, a fan friend who often watches my live broadcasts directly sent me a photo of her office outfit that day. From the pants to the shoes and the bag next to them, they were all bought from my live broadcast room. This coincidence made me feel very magical." @合合噠 shared.

Regarding the creation of hit products, @合合噠 also shared her own product selection skills, "I think whether a bag is good or not depends on whether it can be matched with anything. In any live broadcast, you will find more than 20 sets of LOOKs. If the bag can be matched with each LOOK, then it is a good bag." According to this product selection logic, several hit bags appeared in her live broadcast room, and the lantern bag is one of them.

As a top buyer in the home furnishing industry, @杏 has a lot of experience in using pre-heating notes to boost live streaming. He believes that live streaming previews should show one's personality in a more three-dimensional way, whether it is for fans, brands or oneself, and should be shaped from multiple angles.

"The theme of the first pre-heating video should be clear, and it should give fans a strong sense of activity. The subsequent pre-heating should be based on the content of daily hot articles, and the product should be integrated into it, so that it can be expanded to many non-fans in the public domain. Also post some more natural entertainment videos."

In addition, he also mentioned that "If you want to be a good buyer on Xiaohongshu, the content production ability of the influencer is very important. On other platforms, live streaming may only require low prices to drive sales. But on Xiaohongshu, being a good buyer must ultimately make users pay attention to you through content. This is why many pan-entertainment bloggers have good data but cannot sell goods."

@西红柿罐头ChloMato uses scientific parenting knowledge to accurately attract the attention of a group of mothers. This allows her to have a very good understanding of the needs of her fan group and clearly know what kind of product combination is more in line with real-life scenarios, helping the brand achieve better sales.

"We planned a special event for UPPA baby in May. The average order value of this brand is relatively high, and the brand's expectations of us were not that high at the time. But we sold more than 3 million in a single event. One single product achieved sales of 1 million, and the other two products exceeded 800,000, which directly raised the brand's voice on Xiaohongshu." she mentioned.

Compared with other platforms, the average order value in buyers' live broadcast rooms is relatively high, thanks to the user structure of Xiaohongshu. Most of Xiaohongshu's users have certain consumption power and pursue quality of life, which is in line with the buyers' product selection concept.

In addition, many buyers also revealed during the interview that Xiaohongshu operates a "one-on-one" companionship assistance, giving detailed suggestions on aspects such as setting up the live broadcast room, product selection, and strategy. Multiple factors have jointly created the popularity of buyers' live broadcast rooms.

3. Xiaohongshu buyers are becoming a new opportunity for the industry

Overall, Xiaohongshu's e-commerce ecosystem is based on the strong atmosphere of grass-planting and consumption decision-making that has been formed in the community over a long period of time. The existence of buyers carries the users' precise needs and directly converts them, which can also stimulate the users' consumption potential. This is the special feature of Xiaohongshu.

At the same time, whether from the content side or the user side, Xiaohongshu will have many associations related to life scenes, which cannot be imitated by other platforms.

On Xiaohongshu, buyers use their taste to connect products with users in a two-way manner, transforming live streaming from price-driven to content- and taste-driven. Many buyers from other sites have started broadcasting on Xiaohongshu. They are in different fields and have different numbers of fans, but they have achieved good integration with the community, making Xiaohongshu's e-commerce ecosystem more diverse and allowing the industry to see new e-commerce opportunities.

Today, Xiaohongshu’s buyers are unlocking another possibility for live streaming sales, and Xiaohongshu itself is also showing the industry its growing e-commerce potential. This is a good time to get involved.