6000 words, take you to tear open the jewelry traffic of Xiaohongshu

This article deeply analyzes the growth trend of Xiaohongshu’s jewelry category, consumer population portraits, and IP number operation strategies. Through specific case analysis, the article provides jewelry merchants with a practical guide to Xiaohongshu marketing, aiming to help brands increase user conversion rates on the Xiaohongshu platform and seize the trend of closed-loop transactions within the platform. I hope it will be helpful to you.

Xiaohongshu has changed rapidly this year, both in terms of policies and platform rules, and we can now see that sales of jewelry on Xiaohongshu have skyrocketed. In this regard, this article deeply analyzes how jewelry merchants can form a self-closed loop on Xiaohongshu and get more ideal results.

At the same time, we disassembled the growth trend of the jewelry track on Xiaohongshu, analyzed the crowd portrait, and subdivided the operation methods of jewelry IP accounts, hoping to help you find the answer and help more jewelry merchants understand Xiaohongshu consumers.

1. Growth trend of jewelry industry on Xiaohongshu

Judging from popular trends, popular festivals such as 520 and Chinese Valentine's Day every year are hot opportunities for the jewelry market. Merchants and brands need to take advantage of this wave of popularity, understand users' consumption psychology, and do a good job of pre-planting grass.

In the coming period, the jewelry track will reach multiple milestones. Merchants and brands need to understand users’ consumption needs in advance, make good content layout in advance, establish trust with users, and make preparations for the subsequent product launches.

Although the 618 promotion has reached a very hot point, the same applies to how we can achieve secondary conversion and fission after the promotion, as well as how to plan for the subsequent Double 11.

In May, with the arrival of "Lixia", "skin exposure" will become a hot topic for users of Xiaohongshu, which has a majority of female users. Merchants and brands need to catch up with this hot topic, seize this consumption trend, make advance preparations for "summer new products", and do category searches in advance, focusing on categories such as "necklaces" and "bracelets".

With the arrival of 520, the jewelry market will enter a hot purchasing period. "A girl's jewelry box is always missing a piece of jewelry" will become a hot topic, triggering a wave of discussion.

"What gift to give on 520" will also become a hot topic for many male users. Merchants and brands need to have insight into users' consumption mindsets , make good content marketing layout on Xiaohongshu , make advance preparations for big promotions, and use search promotion to occupy users' mental value, which will help improve consumers' brand mindsets, strengthen user cognition, and deepen the effect of planting grass.

At the same time, use search promotion to occupy the user's mind and strengthen user cognition. Merchants and brands also need to break down search terms, make good search term layout in advance, and occupy positions accurately.

Build a search promotion plan by classification, match the layout of search keywords with the content of holiday promotions, do a good job of Xiaohongshu SEO , and use [ general search + precise search ] to accurately promote products. It should be noted that the content of the notes must revolve around the core keywords and must be relevant to the search terms in order to conduct more accurate search promotion.

2. Xiaohongshu Jewelry Industry Crowd Profile

In order to deepen the grass-planting effect and improve user conversion , the prerequisite is to clarify the target users of the product. This requires brands to understand the population portrait of the jewelry track on Xiaohongshu in advance, start from the needs of users, take users as the core, segment users' consumption needs, stimulate users' consumption psychology, and improve the efficiency of grass-planting.

Based on the latest trends in the Xiaohongshu jewelry track above, what should we do?

According to Xinhong data, female users account for as high as 72.38%, and most users have high consumption levels, mostly concentrated in first- and second-tier cities.

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

From the perspective of the market data, the top category in the jewelry market is "woodwork/calligraphy and painting/coins/collections" with an interaction volume of 29.9192 million, followed by "gold/colored gems/diamonds/pearls" with an interaction value of 11.0079 million;

The interaction value of "Jadeite/Hetian Jade/Amber/Other Jade" is 260.83w, and the sixth place is "Gold and Silver Investment" with an interaction value of 8743. From the Xinhong market data, we can see what popular categories users are paying attention to, and merchants and brands can pay more attention to these categories.

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

In addition to understanding the categories with high interaction and high reading volume, we can also embed keywords and topic information into our notes. In the table below, the top three in terms of page views are "jewelry" with a total page view of 4 billion and a 30-day interaction of 1.25 million; followed by "jewelry" with a total page view of 2.1 billion and a 30-day interaction of 640,000;

Xiaohongshu operators implant large-circle traffic keywords based on the number of views and interactions to bring some traffic to the notes.

(Data source: exported and displayed by Xinbang’s [Xinhong Data])

3. Operation of Xiaohongshu Jewelry IP Account

Combining professional accounts with IP numbers to display products can quickly establish trust endorsement and solve user trust issues.

Jewelry is a high-priced, high-consumption product. Before promoting products, merchants and brands need to establish trust with users, gain their trust, and clarify their consumption needs before promoting products accurately.

After understanding the popular trends of the track and identifying the target users, how can we improve user conversion?

Jewelry is a high-consumption, high-unit-price category, and many users have concerns about purchasing it and have a certain degree of skepticism. IP accounts can adopt the form of real-life appearances + sharing of useful information to quickly build trust with users and establish trust endorsement for the brand.

IP accounts can create a more realistic and experiential atmosphere by using real people and real sharing.

IP numbers can also increase users’ trust in the brand and improve product conversion rates by explaining how to identify jewelry and leveraging professional knowledge.

1. Luli Jade Selection

(Account data: 201,000 followers, 1,388,000 likes and favorites, 399 notes)

For example, the jewelry IP account "Lu Li Jade Selection" uses real people in all videos. Utilizing the identity of "jade and colored gemstone appraiser", they go directly to the jade source market and share jade products through on-site identification. They have created a real and friendly account, bringing high-consumption jade products closer to users' lives and giving users a sense of experience.

All accounts are in the form of videos, with products indicated on the covers. The content of the notes revolves around the products, starting from the selection of jadeite at the source and finally into production. The videos are situational interpretations, allowing users to watch them immersively, which not only brings emotional value, but also popularizes professional knowledge for users, teaching everyone how to choose jadeite.

Whether it is the account introduction, personality or content, they are all centered around jadeite. The note content is vertical and the cover is unified. The note cover uses large fonts + product pictures to display, allowing users to understand clearly. The friendly personality created through situational video presentation not only showcases the product, but also increases users' trust in the brand and improves the rate of grass-roots purchases.

2. Miss Xu Jewelry Customization

(Account data: 122,000 followers, 428,000 likes and favorites, 1,141 notes)

Another example is "Miss Xu's Jewelry Customization", which shares the design ideas of various jewelry, how to choose jewelry, and how to wear jewelry in various scenarios. It provides users with real wearing scenarios and integrates them into life, giving users a strong sense of real experience and increasing the possibility of closing deals.

The account showcases products through videos, and the covers are all in the form of puzzles, showing products from multiple angles. The video content introduces the product's design ideas, and then personally tries them on to show the effect, matching the jewelry and clothing. In line with the introduction of "Don't wear jewelry without design", the personality of sharing jewelry with design has been deeply rooted in people's hearts.

Account collection reviews account for 80% of the content. By displaying jewelry from the same series, users are given more choices. The video content combines personal design ideas to introduce products to users while conveying the account’s own design concepts, making it a designer account and allowing users to have a deeper understanding of the products.

3. Qianqian Senior Jewelry

(Account data: 57,000 followers, 257,000 likes and favorites, 134 notes)

Let’s take a look at “Qianqian Xuejie Jewelry”, which uses “gem expert” and “appraiser” as professional endorsements, shares professional knowledge about gems, uses personal experience with gems to identify gems, and shares real stories about purchasing gems. It teaches users how to choose gems correctly, how to avoid pitfalls, and reveals money-saving secrets for jewelry, creating a lively account persona that is close to users, increasing users’ trust in the brand and improving product purchases.

The account content is mostly sharing of practical gem knowledge. The cover first attracts attention by saying "the same style as celebrities", and then the content turns to professional gem analysis, explaining the differences between various gems to users, teaching consumers how to avoid pitfalls and purchase gems correctly, and using "appraisers" as endorsements to increase the credibility of the content.

The latest hit of the account also utilizes the "celebrity effect" and the "Star Card Star" linkage. The notes are in video form, and the covers are all real people displaying the products + large-font products, allowing users to see at a glance. When introducing the products, the content combines a variety of wearing methods. The appearance of characters deepens the sense of reality and makes the products more clearly visible. The product prices are also indicated in the video, so that users with corresponding needs can choose more directly.

After analyzing the IP accounts in the jewelry track, I believe everyone has a certain understanding of IP numbers, understands the focus of operating IP numbers, and understands how to increase user trust.

Let’s take a look at the hot jewelry items in April and what are their features?

4. Analysis of the hot jewelry articles on Xiaohongshu

Case 1: My dream bracelet ✨ It is so beautiful that I cry

(Note data: 6.5k+ likes, 2k+ favorites, 250+ comments)

Xiaohongshu Hot Article Title: The title here uses: segmented population + results + emotional topic;

"Bracelet" directly indicates the product and locates the target population. I believe that most users who want to buy the bracelet will click to watch. "Getting started" indicates the wearing effect of the bracelet, which is more attractive to users who want to buy it to click to watch. "It's so beautiful that it makes me cry" brings emotional value to users. Combined with the expression of "Dream Bracelet", it highlights the amazing effect of the product and is fascinating.

The cover of the popular article on Xiaohongshu: The cover directly features a close-up of the product's first-hand effect picture, which not only fits the title but also attracts users with purchasing needs to click and view; the close-up of the product effect picture, combined with the warm-toned filter, makes the cover picture conform to the aesthetic taste of most women, attracts people's attention, and also increases the possibility of users clicking.

Hot content of Xiaohongshu: the content of the note is simple and direct. The note is published in the form of pictures, which makes it clear to users. The pictures are in warm colors, which echo the products and create a harmonious and beautiful atmosphere, which is impressive. The picture content is a combination of product pictures and hands-on effect pictures, focusing on showing the overall and details of the product, which increases the visibility of the note. The product style is novel, and the display of detailed pictures will also increase users' desire to buy.

Comments on popular articles on Xiaohongshu: The comment section mostly displays the same products for users, sparking discussions and increasing the weight of the notes. The influencers do not interact enough with users in the comment section, and many users' questions are not answered, which is not conducive to increasing users' understanding of the product and fan stickiness.

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The notes display the product and the results after using it through pictures and texts. The warm-toned pictures echo the product, and the cover directly shows the product, attracting the target audience to click and watch. Multiple product display pictures from different angles are combined to make the note content richer.

Xiaohongshu is a platform with a large number of female users, and its audience for jewelry is also mostly female, which is in line with the platform's tone. Will embedding product keywords directly in the title attract users with purchasing needs to watch? Choosing a product rendering as the cover, combined with a warm-toned filter, a bright cover will increase the user's click rate and make users remember it deeply. It is necessary to interact more with users in the comment area, increase the weight of notes, and introduce more products.

Case 2: Soft and green, full of verdant scenery

(Note data: 1k+ likes, 500+ favorites, 50+ comments)

The title of the popular article on Xiaohongshu: The title of the note is very visual, creating a "full sense of spring" for users and attracting most female users to click.

The cover of the popular article on Xiaohongshu: The cover of the note is a picture of the product being worn, which directly gives a close-up of the product. The set of jewelry is combined with complementary clothing, matching the title. The clothes and the product set off each other, showing the implicit beauty of oriental culture. It is fascinating and attracts users to continue clicking and watching. The soft cool colors highlight the coolness of the product, making it more eye-catching.

Hot articles on Xiaohongshu: Notes are published in the form of pictures, which are simple and direct. The content always revolves around the product, and all of them are pictures of the product being worn. Models wear clothes of the same color and a set of jewelry, showing the product from various angles, creating an atmosphere of oriental culture.

Chinese-style clothing better brings out the warmth and delicacy of jade, and displays the product vividly in front of users, creating a sense of agility for the product. It is not a cold piece of jewelry. The cold-toned pictures can better highlight the coolness of jade, and the product is displayed from various angles through multiple pictures, making it impossible to look away.

Comments on popular articles on Xiaohongshu: The comments section is mostly filled with users discussing product links, prices, and other issues. Experts are often active in the comment section, guiding users to purchase in the live broadcast room, which increases the number of people in the live broadcast room. It also indicates that the product will be listed in the Xiaohongshu store, increasing the possibility of closed-loop transactions within the site.

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The jewelry industry's high-quality note content output, backed by high-quality products, will increase the product's popularity, actively interact in the comment area, and direct traffic to stores and live broadcast rooms, which will not only deepen consumers' understanding of the product, but also reduce customer churn and increase transaction conversion rates.

Case 3: "Bamboo and Lotus" Green bamboo adds elegance | New Chinese style bamboo braided rope bracelet

(Note data: 36,000 likes, 12,000 favorites, 2,000+ comments)

The title of the popular article on Xiaohongshu: "Braided Rope Bracelet" is positioned as the target group. I believe most girls will click in to watch it. "New Chinese Style" fits the current hot topic and will appear when users search, increasing the possibility of users clicking. The product fits the aesthetic of "New Chinese Style". Most female users who like "New Chinese Style" will also buy accessories. The embedding of popular keywords allows the article to be seen by more users.

Xiaohongshu’s popular article cover: The cover directly displays the product picture, echoing the title, in line with the current hot topic of “New Chinese Style”, with calligraphy as the background, which is eye-catching and attracts users to click and watch.

The hot content of Xiaohongshu: the notes are in the form of a video, with calligraphy as the overall background, which implements the "new Chinese style" aesthetic and is fascinating; the product is displayed first, and then the product's hands-on renderings are gradually shown, which enriches the content of the video, and combines soothing pure music as background music to add color to the video, allowing the visual and auditory senses to echo each other. The video creates a Chinese atmosphere and better showcases the product; the length of the video is just right, which not only fully displays the details of the product, but also shows the hands-on renderings, which increases the completeness of the video.

Comments on popular articles on Xiaohongshu: The comments section is mostly filled with users asking for product links or product materials. Most users are praising the product's appearance. Experts are also often active in the comment section, answering users' questions, which increases the weight of the notes and the discussion of the topic.

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The video uses a Chinese background to show specific products, which echoes the title/cover. The content always revolves around the theme of "New Chinese Style", allowing users to see it at a glance, and then shows the effect of wearing the product, which increases the completeness of the content. Experts are also often active in the comment area, and some users hope that the experts can open a Xiaohongshu store.

As the closed loop within Xiaohongshu is a future trend, brands should seize this trend, open Xiaohongshu stores, promote products through notes, and then conduct closed-loop transactions within the site, keeping more transactions on Xiaohongshu and adapting to the commercialization trend of Xiaohongshu.

Case 4: How to choose jade bracelets to avoid being cheated?

(Note data: 15,000 likes, 4k+ favorites, 40+ comments)

Xiaohongshu Hot Article Title: The title here uses: Problem + Solution;

"Jade bracelet" targets the target group and attracts users with purchasing needs to click and watch. The combined expression of "how to" and "avoid pitfalls" shows the practical nature of the note content and increases the click-through rate of the note.

The cover of the popular article on Xiaohongshu: The cover directly states the content of the video in large fonts, which is simple and clear to attract users to continue watching. The cover directly features real people holding the product, which can increase users' trust and once again highlight the usefulness of the notes.

The popular content of Xiaohongshu: the notes are expressed in the form of videos. The video content is popular science content, which revolves around the title and teaches users how to correctly choose jade bracelets, which resonates with users. The video uses dialogue to popularize professional knowledge from five aspects, making the video content interconnected. Combined with the display of corresponding products, it increases users' understanding of various types of jade and makes the video less boring. In just the right amount of time, it popularizes the professional knowledge of jade selection, teaches users to quickly distinguish jade, and also increases the watchability of the video.

Comments on the popular article on Xiaohongshu: In the comments, some users asked about the prices of the products shown in the video, and a small number of users posted the same products, hoping that experts could help identify them, but the experts were not active in the comment section.

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Notes on practical single products are highly altruistic. On Xiaohongshu, a platform for real sharing, they can quickly attract consumers' attention. While popularizing professional knowledge, they can also showcase products, integrate products into popular science content, and use the personality of popular science knowledge as an endorsement. This will increase users' trust in the account, thereby directing traffic to stores or other accounts, and increasing the product's popularity rate.

5. Final Conclusion

Jewelry brands are no longer simply pursuing the promotion of a single product. Instead, they are integrating their products into life scenes and dressing styles. This makes the products no longer just cold jewelry, but more real and closer to users' lives, which can improve the efficiency of user conversion and promotion.

This year, it is recommended that merchants and brands open Xiaohongshu stores. Once a Xiaohongshu store is opened, users can click on the same link in the notes to complete the shopping and complete the closed loop within the site. At the same time, they can use Xiaohongshu live broadcasts to introduce products more intuitively and attract traffic more quickly.

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