Revealed! Behind the sale of a pillow for 300 million yuan on Xiaohongshu Blue Ocean Sleep

This article mainly discusses the success story of a pillow called "Xiaohongshu Blue Ocean Sleep" on the Xiaohongshu platform. This pillow was able to sell for 300 million yuan, which aroused public attention and discussion.

Is there still a chance for new traffic to flow into Xiaohongshu?

As more and more merchants and brands enter Xiaohongshu, most users believe that Xiaohongshu’s market and traffic are already saturated and competition is already fierce.

In fact, people’s understanding of Xiaohongshu is limited. We believe that Xiaohongshu still has a lot of traffic that has not been discovered yet and can achieve high customer acquisition. We call this kind of track "Xiaohongshu blue ocean opportunity" ;

This article will take you to see Xiaohongshu’s blue ocean track.

Looking back at 2023, emotional hot spots frequently appeared and remained hot. The essence of these emotional hot spots is the optimistic expression of contemporary young people seeking happiness under pressure;

It can be seen that under the current situation of increasing pressure, the emotions that young people want to release will only be pushed higher and higher, which has prompted [light life] to return to the public's vision again;

2024 will be the year when [light life] related products will master the traffic code. Under the stressful environment, more and more people have sleep problems, which has also spawned many related products for improving sleep; any sleep-related product may become a hot topic for most young people.

1. Development trend of Xiaohongshu’s sleep track

Among Xiaohongshu's 300 million monthly active users, 50% are from first- and second-tier cities and young users born after 1995. Xiaohongshu is the "Baidu Encyclopedia" of contemporary young people. Due to the pressure of work and life, and staying up late, contemporary young people generally have poor sleep quality. Therefore, when they want to improve their sleep, they will first search Xiaohongshu;

(Data source: Xinhong Data, a subsidiary of Xinbang)

According to Xinhong data, 11.1% of users of health and wellness products are male, while 88.9% are female. Young people now have a strong demand for health and wellness products. Most of them are young people aged 18-34 with strong purchasing power.

(Data source: Xinhong Data, a subsidiary of Xinbang)

In the current situation where “people search Xiaohongshu first when something happens”, it becomes very important to link the content of notes with the sleep of young people.

"Insomnia" has now developed into a common problem in modern life. "Insomnia" and "Insomnia" have become the norm for most young people. Stress and anxiety have become concrete in sleep problems. "Improving sleep" and "Healthy life" have also emerged with these problems. Good sleep products and pre-bedtime exercises have become standard items for people with insomnia to fall asleep.

Therefore, in an era when young people use Xiaohongshu as a search engine, any product that is related to sleep and solving insomnia and hits the consumption pain points of young people will become a traffic code; for example, a series of peripheral products such as bedding, food, and skin care can be linked to sleep problems, which shows that this track may become a new traffic code.

After reading the trends of the sleep track on Xiaohongshu, let’s analyze the current status of the sleep track on Xiaohongshu.

2. Why is the sleep track on Xiaohongshu so popular?

1. Analysis of search keywords on Xiaohongshu

From the search bar of Xiaohongshu, we can see that there are more than 7.01 million notes related to "sleep", and 320,000 products related to "sleep", which shows that "sleep problems" have become a common concern nowadays; topics related to "sleep" are also emerging in an endless stream, and the popularity continues to rise;

According to the data from Xinhong Data - Topic Search - Sleep, the total number of views for the keyword "sleep" is 866 million, and the incremental interaction in the past 30 days is 611,900;

The total number of views for the keyword "good sleep products" is 454 million, and the incremental interaction in the past 30 days is 226,100;

The total number of views for the keyword "sleep quality" is 250 million, and the incremental interaction in the past 30 days is 173.9w;

(Data source: Xinhong Data, a subsidiary of Xinbang)

According to the search on Xiaohongshu, the new data shows that Xiaohongshu users currently have very high demands for sleep-related content. Under the premise that the total reading volume of the sleep track is over 800 million, there are 6.77 million related notes. This shows that there is still a large part of the traffic in the sleep track that is worth developing for merchants and brands, which is what we call blue ocean opportunities.

2. Analysis from the top bar of Xiaohongshu

From the pinned column of "Good Things for Sleep" on Xiaohongshu, we can see that bedding, sleeping creams, eye masks, aromatherapy and other products are listed as "good things for sleep" by users; from the pinned column of "Sleep" on Xiaohongshu, we can see by filtering products that the average order value of sleep-related products is relatively high, but there are more users purchasing them, which shows that "sleep" has become an issue that everyone pays more and more attention to, and it also means that "sleep" may become the next traffic password.

3. Analysis of Xiaohongshu product notes

After analyzing the search bar and pinned bar, let’s take a look at how Xiaohongshu’s product notes are made?

The following two notes are both picture and text notes, both of which are for sharing good things. The click-holding data of both notes are very good; both directly indicate the theme of "sharing good sleep things" in the title and cover of the note, and segment the population through "good sleep things" to enter the sleep track market; and then segment various types of good sleep things on the cover to accurately meet user needs;

Judging from the data of these two notes, Xiaohongshu users are now more interested in topics and note contents related to "good things for sleep" and "improving sleep". These notes use pictures and texts to directly share good things, which brings convenience to users in need. They are real and altruistic, and have mastered the password to traffic.

After reading the current situation of the sleep track on Xiaohongshu, what categories can produce sleep products?

3. Which industries are suitable for sleep track implantation?

"People spend one-third of their time sleeping, and sleep is essential to our bodies."

But now the pace of life is getting faster and faster, the pressure of work and life is increasing, and people can only relax after get off work, so most people now use the time they should sleep to stay up late;

Staying up late for a long time or having more anxiety-provoking things have caused more and more people to face the problem of "insomnia". Many businesses and brands have realized that there are huge business opportunities in this. Various "sleep"-related products have emerged one after another, and the topic of "improving sleep" has also remained popular.

(Data source: [Juguang Platform] backend)

Which categories can be used in the sleep track? Here are a few tracks I have listed. See if your industry is included.

1. Home category

When most people want to improve their sleep, the first thing they think of is bedding. After understanding the consumer demand of users, merchants and brands have begun to develop various products that can improve sleep. Moreover, bedding is a necessity of life. According to the purchase data of pillows, three-piece bedding sets, and eye masks, pillows with a unit price of 50 yuan were sold more than 15,000 pieces, and eye masks with a unit price of 88 yuan were purchased by more than 300 people within three months. This shows that Xiaohongshu users have an increasing demand for "good sleep" products.

Merchants and brands in the home category are recommended to use sleep products as a starting point to co-create a "home" and "sleep-aid" space with users, bring practical products and emotional value to users, and promote product recommendations. In the face of the rapidly growing sleep economy, home brands and merchants can enter the market around sleep as a selling point, create immersive home sleep for users, and promote products that improve sleep.

Home furnishing merchants and brands can, under the premise of ensuring product quality, try to link their products with sleep problems such as "improving sleep", which will greatly increase product sales and improve user conversion. For example, the sales of "Yado Deep Sleep Pillow" and "Muse Mattress", sleep-related products will not be too low.

2. Health category

In recent years, the popularity of traditional Chinese medicine has increased, and more and more young people have begun to pay attention to health preservation. The dietary therapy advocated by traditional Chinese medicine has begun to be known by more people; therefore, the popularity of the big health category has also become higher and higher. Therefore, in addition to bedding, most users will also think of dietary therapy when they encounter the problem of "insomnia";

Most users who have trouble sleeping have a necessity - melatonin. It is a must-have for almost everyone. However, with the emergence of various products to improve sleep, melatonin has also become a must-have for many insomniacs. A certain brand of melatonin with a customer unit price of 273 has a sales volume of over 1.2 million in Xiaohongshu stores.

With the rise of health topics this year, people have become more inclined to improve their sleep with dietary therapy. For example, health sleep tea, various light nourishing soups to improve the problem of staying up late, and other products have occupied most of the positions in the big health category. Therefore, it is recommended that merchants and brands in the big health category this year, if they want to attract countless customers and achieve high conversions, they can focus on "improving sleep" and catch this trend.

3. Beauty and personal care categories

According to the data of the "2024 Sleep Research Blue Book", most people now fall asleep after midnight, which shows that staying up late has become a common situation. The problem that comes with staying up late is that long-term staying up late will cause various skin problems, which has spawned various products to improve the skin caused by staying up late.

From the perspective of facial masks, essences, and eye creams, the purchase data of each skin care product is very impressive. The sales volume of a repairing facial mask with a customer unit price of 119 of a certain brand in the Xiaohongshu store is as high as 1.1 million+, and the essence for staying up late and brightening is purchased by more than 10,000 people;

This shows that skin care products related to "staying up late" have a large market and selling points on Xiaohongshu, which has 70% female users. Merchants and brands in the beauty and personal care market can segment the consumer groups in Xiaohongshu's beauty and personal care market, and use "staying up late" and "sleep" as entry points to catch up with this wave of popularity, and then develop into all categories after gaining a foothold in the market.

Because insomnia is so common, skin problems caused by staying up late will also become a hot topic. The beauty and personal care industry can focus on "how to improve skin after staying up late" or start with skin care, enter the market, and provide users with practical content on how to improve skin after staying up late, promote products, and then open a Xiaohongshu store to complete the closed loop within the site.

4. Education Category

"Sleep consultant" as an emerging profession is also derived from sleep problems;

Because long-term use of drugs to assist sleep will bring a lot of burden to the body, and dietary therapy methods need to be gradual and cannot achieve quick results, a new profession has been derived from this - sleep consultant, and offline activities such as "sleep halls" and "sleep training camps" have also been derived;

Sleep consultants are also part of the sleep track. This type of business mainly provides professional consulting services to users by sharing experiences and methods to improve sleep, gradually builds their own brand, and then creates online courses or stores on how to improve sleep. By directing online traffic to private domains, they expand the brand's influence and can also develop branded sleep aids.

After understanding the categories that can be included in the sleep track, let’s take a look at two verified cases.

4. The store sold 2.8 million yuan worth of goods. How did they do it?

1. Case 1: Atour Deep Sleep Pillow

(Account data: 24,000 followers, 110,000 likes and favorites, 382 notes)

[Yado Planet] is a proven successful product and brand related to sleep; according to the "Little Red Book Home Furnishing Industry Monthly Report", "Yado Pillow" ranks third among the top keywords for pillows, indicating that most users have a great interest in "Yado Pillow".

From the homepage of Atour Planet account, the introduction directly states "a brand serving the sleep scene", allowing users to clearly see the brand's positioning. Both the release of products and notes are centered around "sleep". At the same time, various products that can improve sleep are available in the Xiaohongshu store, among which the most popular product is the "Atour Deep Sleep Pillow";

Searching for "Yado Deep Sleep Pillow" on Xiaohongshu, it was found that there were more than 2,752 notes related to "Yado Deep Sleep Pillow", and the sales volume in professional stores exceeded 7,700+ pieces. The sales volume of this single product was as high as 2.8 million. In addition, the number of buyers on Taobao was as high as 100,000+.

2. Case 2: Pure Cotton Era Gauze Quilt

(Account data: 72,000 followers, 202,000 likes and favorites, 2,387 notes)

Another verified case is the cotton-era gauze quilt. I believe everyone is already familiar with this case. This is a successful case mentioned by Teacher Zhuang during his on-site lecture on grass-growing.

【All Cotton Times】 made full use of the anti-funnel model of Xiaohongshu, created a selling point around the issue of "sleep", and used the crowd of "sleeping mothers with panda eyes" as the entry point to enter the sleep market and achieve high conversion of customers;

The "Cotton Era Gauze Quilt" uses the reverse funnel model of Xiaohongshu to find core selling points and segmented populations. It takes the group of mothers with sleep problems as the entry point, and then implements it into the sleeping scene to display the core selling points, thereby forming a brand word-of-mouth effect and achieving high ROI conversion.

Later, Zhao Liying was hired as the spokesperson. Zhao Liying, who has a huge fan base, helped All Cotton Era to quickly promote its brand influence and increase its popularity, so that everyone knew more than just "All Cotton Era Gauze Quilt".

Author: Zhuang Jun; WeChat public account: Zhuang Jun (ID: zhuangjunweixin)