Some in-depth thoughts on Xiaohongshu

Now more and more people are starting to use Xiaohongshu, but many people still don’t understand its content, users, rules, etc., and use their own subscription accounts or Douyin ideas to do it. In fact, Xiaohongshu is different from these platforms.

Not all products need to be paid for placement on Xiaohongshu

There are two points to consider when deciding whether to pay for advertising: one is price, and the other is category awareness.

There are some products that are not expensive and the category awareness is also very mature. When the product price does not have a very high premium, merchants can create their own professional accounts to amplify them. For example, hairpins, accessories, false eyelashes and the like. The conversion decisions of these products are determined by the style. As long as the price is not particularly expensive and Xiaohongshu users are not so sensitive to price, they can place orders directly.

For small, beautiful and inexpensive products, you can try to use professional accounts to create content to achieve conversions.

People are also divided into high-quality people and low-quality people

Using information as a hook is one of the most efficient ways to attract traffic to Xiaohongshu, and it has been proven to be effective.

But there is a problem here. Xiaohongshu's users are actually very high-quality. Those attracted by the information are actually the group with the lowest conversion rate among the high-quality users. Maybe their number is considerable and their opening rate is high, but it does not help much in conversion.

The same is true for traffic investment. Focused intelligent investment can indeed optimize the cost per click, but the cost may be the deviation of the crowd. There are two very large groups on Xiaohongshu, one is the high-spending older sisters, and the other is the low-spending students or Generation Z.

It is not recommended to focus only on click price, but also on crowd model. Don't indulge in the false prosperity of data, and always consider the value of a single customer rather than the quantity.

Xiaohongshu has its own unique content experience

Think about it, can you use a few words to describe the characteristics of Xiaohongshu's content? Or what kind of content is more likely to be seen on Xiaohongshu?

If you ask me to summarize it, I would use five words: sense of origin, sense of atmosphere, sense of sociality, sense of relaxation, and sense of luxury.

On Xiaohongshu, down-to-earth and popular content is not necessarily good content. Xiaohongshu is all about tone. On Xiaohongshu, you have to speak on tiptoe and talk about emotional value. The higher the tone, the more users love it. The more you focus on cost-effectiveness and traditional selling points, the more likely you are to be eliminated by Xiaohongshu.

In today's business environment in China, 99.9% of fast-moving consumer goods categories have no category barriers. The products you can make today, others can also make tomorrow.

I always believe that half of the success of today's new generation of brands is due to the success of China's supply chain. Today's brands don't even need to have their own production chain. New products can be launched in as little as three days through OEM. The selling points you talk about all the time can be copied by other competing products at any time.

In this era, there is no such thing as good wine needs no bush. You just have to take the initiative, you have to find differentiation, you have to talk about lifestyle. Most products do not have social attributes, but lifestyles do, and this is a very important point in word-of-mouth communication, especially for women. A refined little life is much better than a life built on cost-effectiveness. After all, women of this era earn as much as men and they can afford it.

Every traffic operator must establish a correct operating perspective before entering a certain platform. The operating perspective can change due to changes in the platform. Please do not bring the operating perspective of Douyin to work on Xiaohongshu, otherwise you will lose badly.