Without investing in influencers, how can brands cold-start on Xiaohongshu?

How can brands do a cold start on Xiaohongshu? What should they do if they don’t invest in influencers? The author summarizes the relevant methods and hopes that they will be helpful to you.

Hello, everyone. I am Jiang He. Today, let’s talk about how brands can cold start on Xiaohongshu. Here, a brand means a trademark, and the founder is willing to invest money and energy.

Because I worked in a brand planning company before, many brands, after completing the planning, would fall into a gap in the subsequent channel selection and how to increase sales? What should merchants who have a small initial budget and want to build a brand do?

It is a good choice to place the channel on Xiaohongshu in the early stage!

At present, Xiaohongshu is still the best fertile ground for branding, because the essence of e-commerce platforms is price. Taobao and Pinduoduo both lower prices. At the same time, compared with Douyin, Xiaohongshu’s audience is relatively more focused, and users pay more attention to brands.

When influencers promote a brand, users will be interested and actively search for the brand. Every search for the brand name is a brand recognition. After a new brand has done a good job of packaging and visuals, how can it be promoted on Xiaohongshu?

If you have a small budget and no budget to invest in influencers and advertisements, just operate your professional account seriously, convert the products by hanging business cards in your notes, and then consider buyers and live broadcast conversions after the products have sales.

Recently, when I was browsing Xiaohongshu, I saw beverage brands again and again. They do not use influencers on Xiaohongshu, but only rely on professional accounts to post product notes, and they can still achieve good sales.

1. Introduction to Repeatedly

Introduction: Mainly sells tomato, fruit and vegetable drinks, has more than 1,900 fans on Xiaohongshu, has posted 397 articles, and posts an average of two notes a day. Currently, the sales volume of hot products has exceeded 5,000+.

Compared with other industries, the beverage industry has limited online presence due to express delivery and awareness. A new beverage brand can complete transactions on Xiaohongshu, and other categories will be relatively easier.

Figure 1: Repeated homepage notes

2. Highlights

Utilization of hot-selling products: Every industry, category, and brand has high-conversion notes. We just need to dig for treasures to find them and imitate them. Repeated boxed photos are high-conversion notes, and they are also repeatedly utilized and released.

For popular notes, you can directly search for the notes of ordinary people in the early stage. As long as the notes have conversions, you can directly imitate them.

Figure 2: Repeatedly popular notes

Occupy the desktop: When a brand launches extended products, it is an opportunity to occupy the user's desktop. The repeated withdrawal of small potted plants is the best way to occupy the user's desktop. Every time it appears, it is a brand awakening. At the same time, extended products can also produce more notes.

Figure 3: Repeated extension products

In addition to extended products, professional accounts can also make lottery notes to increase account fans and weight, and interact with more fans through lotteries and joint ventures. However, from the perspective of the entire account notes, the core is the product notes, and conversion and survival come first.

These repeated cases are actually a warning to all brand merchants on Xiaohongshu. If the budget is limited, they should just build a good professional account, find popular notes, and continue to post them, making the professional account the core conversion carrier, and then further increase the volume through influencers, live broadcasts, and advertisements.

The above is how new brands can use Xiaohongshu.