How to quickly increase sales of new products? 3 high-exposure sales templates are included!

This article takes the beauty market of Xiaohongshu as the research object. From the new products in the beauty category that were launched in the past year and have a customer unit price of less than 100 yuan, 4 typical products with good sales results were selected, and the content and gameplay of these products were analyzed and discussed.

Recently, when paying attention to the beauty market trends on Xiaohongshu, I found that many new beauty products that were launched in the past year and have a customer unit price of less than 100 yuan have also achieved good sales results. Therefore, this issue selected 4 of the more typical products and analyzed and discussed the content and gameplay of these products, hoping to provide you with some reference and reference.

The related products we have observed so far mainly have the following three content gameplays:

1. Gameplay 1: Self-made natural popular articles

1. Tayeeu Mask

Average customer spending: 89

(1) Popular notes drive search growth

According to Taobao search results, tayeeu mask appeared in related searches in October 2024 , and the number of searches has continued to increase since then, and the transaction amount of related products has continued to grow.

(Data source: Business Advisor & Grey Dolphin)

As shown in the figure above, this product increased the number of searchers from 0 to 38,000+ in 3 months by relying on several popular notes, and the cumulative sales contribution of searches was close to 200,000 , accounting for about 55% of the total product sales.

(2) Low-fan hot articles have a strong seeding effect

From November 2023 to March 24 , the brand has published a total of 130 related notes, of which 93% of the notes came from passerby accounts with less than 1,000 followers.

Overall, more than 56% of the relevant notes were published by enterprise accounts , which mainly took advantage of the product’s outstanding cost-effectiveness for promotional marketing.

(Data source: Huitun Data)

The guess content is mainly brand-driven and has a simple form, low production cost and high replicability .

① Product exposure notes

There are 4 hot articles with more than 5,000 note interactions (as shown below). The total interaction of hot notes accounts for more than 90% of the total interaction of all notes.

(Data source: Huitun Data)

The following is a typical note for analysis:

Note title: Still using it from high school till now, so cool!

We promote product promotion through product explanation videos, with specific content including: the product is cheap and has the effect of shrinking pores, introduction of product usage, and before and after comparison of the product, etc. This allows consumers to feel the authenticity and effect of the product, reduces the sense of advertising, and can effectively promote the product.

②Product review notes

The data collected by the data platform has certain limitations, and some notes with low number of fans and exposure are not included.

If you search for "Tayou Mask" on the Xiaohongshu platform, you can see a lot of amateur product usage reviews and a small number of authentic review sharing notes. These notes have increased the brand's exposure to a certain extent, and can provide certain reference value to users who are willing to buy, thereby enhancing the grass-planting effect.

(Image source: Xiaohongshu)

The tayeeu mask not only increased its search volume and exposure through the viral post, but also achieved a significant increase in sales.

The core of its high efficiency in content explosion lies in:

• The product's cost-effectiveness has attracted users' attention;
• The video content truly displays the product, which reduces the sense of advertisement and makes consumers more softly attracted to the product.
• The real evaluation content shared by ordinary people further enhances the grass-planting effect.

2. Sannessy Orange Mask

Average order value: 69

(1) Focusing on Pinduoduo, multiple channels are used to acquire traffic

There is a big difference between the Taobao search and conversion data and the note interaction volume of the Sannessy Orange Mask. Its Xiaohongshu notes did not have a good sales conversion on Taobao (as shown in the figure below), but the overall note interaction volume was as high as 560,000+.

(Data source: Business Advisor & Grey Dolphin)

Judging from the title of the notes alone, the notes that mention "pxx" account for more than 56% of all the notes. At the same time, in the notes of the best sellers, we can see that the relevant products are attached with screenshots of the purchase information of the Pinduoduo platform. From the title and content of the notes, we can judge that the notes are mainly directed to the Pinduoduo platform .

(Image source: Xiaohongshu)

In Pinduoduo 's Channessy flagship store alone, sales of its orange mask products exceeded 12,000 units , with estimated product sales of around 660,000 yuan . In addition, there are many distribution stores on Pinduoduo, and the overall product sales are estimated to exceed 20,000 units .

(Image source: Pinduoduo)

(2) Enterprise accounts create their own high-profile content

From May 2023 to March 2024 , the product accumulated about 1,770 notes, and there were 15 popular articles with more than 5,000 interactions. These highly exposed notes were mainly video notes, and the traffic of related notes was mainly natural traffic .

(Data source: Huitun Data)

An analysis of the accounts that posted notes shows that nearly 80 corporate accounts posted more than 420 related notes, with interactions accounting for more than 57% of the notes; and the content of the notes is highly similar.

(Data source: Huitun Data)

The typical note content of Shannessi mask is mainly of the following types:

①Product recommendation notes

This type of product recommendation notes are mainly video notes, which introduce products to users through videos, such as "I bought it on Pinduoduo because it's cheap" and "It has a jelly texture and is very smooth" , to recommend products.

②Short video horizontal test notes

By testing the use of various products, bloggers can show users how effective the products are, which can give users a greater sense of reality, reduce the nature of advertising, and achieve a good grass-planting effect.

(Image source: Xiaohongshu)

③User test notes

(Image source: Xiaohongshu)

If you search for "Shannessy Mask" on the Xiaohongshu platform, you can also see a lot of amateur product reviews and sharing notes.

Shangnessy Orange Mask uses the company’s own product promotion + cross-test notes to attract greater exposure traffic and drive product sales conversion.

In addition to the Taobao platform, mature e-commerce platforms such as Pinduoduo can also become traffic receiving ports and can also achieve good traffic conversion.

3. Summary

This type of gameplay logic, which relies on the team to create naturally explosive content and drive search conversions, has a low investment cost and is highly practical in categories with low average order value and low decision-making.

The underlying logic of its content gameplay is mainly: attract user attention through the product's ultra-low cost-performance advantage - promote the product to users in their own fields - and further maintain the promotion effect through a large number of product evaluation notes.

In the keyword search of Xiaohongshu's spotlight platform, tayeeu mask and Shangnessy orange mask both have high searches, forming certain search terms.

(Image source: Xiaohongshu Spotlight Platform)

2. Gameplay 2: Purchase and distribute content from experts

1. Hua Jian Song Cleansing Oil

Average order value: 49

(1) Taking Taobao as the core of transformation and operating on multiple platforms

According to Taobao search data, the product was launched in January 2024 and marketed through Xiaohongshu and Douyin . The following is an analysis of the traffic on these two platforms:

①TikTok platform

In February, there was a lot of video content output, but relatively few transaction conversions. Some traffic may have overflowed to the Taobao platform , but after March, the traffic conversion was almost all on the Douyin platform . The total product sales volume was close to 10,000, and the estimated sales volume was close to 700,000;

②Xiaohongshu platform

There is a certain continuity in Xiaohongshu notes. For example, although the interaction volume of Huajiansong Cleansing Oil in March seems to be lower than that in February, an analysis of the February notes shows that the interaction growth of these notes continued until March , and even many notes did not show interaction growth until March. The following is the estimated interaction volume of Xiaohongshu notes and Taobao search transactions:

(Data source: Business Advisor & Grey Dolphin)

The transaction amount continues to grow (as shown in the figure above). The interactive change trend of Xiaohongshu is basically consistent with Taobao search. It can be judged that Taobao search traffic mainly comes from Xiaohongshu .

With the help of the hot-selling notes, Hua Jiansong Makeup Remover Oil helped the brand achieve a search volume increase from zero to nearly 45,000 in 3 months. At the same time, the direct search transaction amount of the product continued to rise, and the direct search transaction amount exceeded 270,000 .

(2) Typical influencer placement logic

From January to March 2024 , the product has accumulated nearly 150 related notes. Overall, the people who produce explosive articles are mainly junior experts with a fan base of 5,000-50,000 . The related notes only account for about 30% of all notes, but they drive nearly 93% of the note interactions. Among them, there are 10 explosive articles with more than 5,000 note interactions, which brought huge exposure to the product.

(Data source: Huitun Data)

Related notes have high similarity. By analyzing the traffic sources of the notes on the Dandelion platform, we can see that the note traffic accounts for a large base, and most of the traffic comes from the traffic release ;

(Data source: Dandelion Platform & Huitun)

As shown in the figure above, more than 30% of the notes have been promoted through reading, especially the notes with large interactive volume are almost all promoted through traffic, which is a typical logic of expert promotion. Overall, the total traffic of the notes exceeds 6.1 million , while the natural traffic is less than 700,000 , and the base of traffic and reading volume is relatively large.

At the same time, you can also see the information flow advertisement of Huajiansong Cleansing Oil in the high-quality content delivery of the Juguang platform;

(Image source: Xiaohongshu Spotlight Platform)

In addition to general product recommendation notes, two typical notes are selected for specific analysis:

①Expert product review notes

This type of note is a typical representative of video notes, accounting for about 25% of all notes, and this type of note has a large exposure.

The general makeup remover is about 100ml, but Huajiansong's makeup remover is 500ml , and its customer unit price is only about 50, which has a great cost-effectiveness advantage compared to other brands of products;

In the video, the blogger not only showed users the "capacity advantage" of the product, but also demonstrated to users through the real makeup removal process that its makeup remover does not require emulsification, is non-irritating, and has a strong makeup removal effect, thus bringing traffic to the product. In addition, the comments section of the note pinned notes related to the product to enhance the effect of planting grass.

②Comparison notes before and after makeup removal

This type of comparative notes are basically picture and text notes, accounting for about 20% of all notes.

(Image source: Xiaohongshu)

The note cover appeals to the user's curiosity to a certain extent, attracting the user to read;

The content of the notes is to promote product ideas through the makeup removal methodology. The main process includes " full makeup → partial makeup → makeup removal process → direct shot display of the product ", etc. Through real trial sharing, consumers can feel the effect and value of the product, achieving the effect of promoting product ideas.

In the comment section, bloggers also actively answer questions and share product information, achieving the effect of soft planting. This interactive method can strengthen the connection between consumers and brands and increase their willingness to buy.

Hua Jian Song Cleansing Oil uses the typical logic of content delivery by influencers to obtain traffic conversion. The budget allocation can be summarized as: low cost of purchasing influencer materials and high investment traffic ratio.

3. Summary

This type of content gameplay, which involves collaborating with influencers and investing in high-quality materials to increase traffic, is quite common on Xiaohongshu. Brands that have a certain amount of influencer material accumulation and sufficient financial costs can try it.

3. Gameplay 3: Self-built matrix account + expert cooperation

1. Face & Body Cream

Average customer spending: 74.8

(1) Combined gameplay, continuous search

Judging from the Taobao search data, the product has been online since May 2023 , and the transaction amount has continued to grow through marketing on Xiaohongshu. As shown in the figure below, the interaction trend of Xiaohongshu is basically the same as that of Taobao search.

(Data source: Business Advisor & Grey Dolphin)

As shown in the above figure, in the past year, this product has driven nearly 81,000+ searches by producing popular notes and leveraged direct search transaction amounts of more than 460,000+ .

(2) 40% expert cooperation content + 35% matrix account content

From May 2023 to March 2024 , the product accumulated about 200 notes; among them, there were 21 popular articles with more than 5,000 interactions, mainly picture and text notes, accounting for about 75% of all popular notes.

Overall, the notes posted by accounts related to the Face & Beauty brand alone account for about 35% of all notes.

(Data source: Huitun Data)

The notes of Face & Body Cream can be divided into the following two types:

①Product Collection Notes

That is, recommend multiple products to users at the same time, reduce the sense of advertising, and make it easier for users to be successfully attracted. This type of note accounts for about 40% of all notes.

The cover of this type of note is mainly a collection of product pictures, and the title of the note emphasizes " a set of cosmetics ", " a 3-piece set for early 8 ", " makeup order ", etc.

(Image source: Xiaohongshu)

The content of the note is mainly a simple introduction to the product, directly sharing the product; at the same time, answer questions related to the product in the comment area to enhance the grass-planting effect.

② Experts share their experiences

That is, by cooperating with influencers to publish content related to product recommendations, users can be encouraged to buy products. Related notes also account for about 40% of all notes, and the exposure level of such notes is very large, which can easily become a hot article .

The titles of the relevant notes are mostly related to " Korean makeup " and " bare face ". The covers are mainly some beautiful women's pictures . At the same time, the notes combine their own stories to introduce users to Face Yaji's bare face cream products and promote the products to users.

(Image source: Xiaohongshu)

This type of content has great similarities with the health care products and weight loss categories we analyzed earlier , both of which promote users by presenting ideal results.

By analyzing the sources of traffic for this type of highly exposed notes, we can see that although the relevant notes have a certain amount of investment traffic, the proportion of natural traffic is almost all above 95% , which is a typical natural explosive article.

The Face & Body Cream has gained a lot of exposure through product collections and product recommendations from high-value influencers, especially the high-value cover + makeup tutorial content notes produced in cooperation with influencers, which has been relatively prominent and greatly promoted the product's sales conversion.

3. Summary

The content gameplay of the Faceya Collection Bare Face Cream is a combination of the previous two gameplays; it relies on the content output of expert collaboration to obtain ultra-high natural exposure traffic and attract user attention; at the same time, it enhances the grass-planting effect through the self-made matrix product collection content.

IV. Conclusion

The above is the research and analysis of the relevant content gameplay, which can be summarized as follows:

1. Products with low average order value and low decision-making costs can drive search conversions through high-exposure content produced by amateurs or low-following influencers ; however, this may not be applicable to products with high average order value and strong decision-making costs, which require a certain level of endorsement to drive conversions.

2. When laying out the content, you must fully consider the user’s decision-making process and arrange the content based on the user’s search needs at each stage.

① Arouse users’ interest in reading through notes (title-product advantages, cover-high click-through rate);

② Promote products to users in their notes (content-product placement, comments-product discussion);

③ Notes shared by amateurs on product usage (to enhance the effect of seeding);

④ Traffic receiving port (covering all platforms including Taobao, Douyin, Pinduoduo, etc.)

3. The output of self-made content with high click-through rates requires the team to have strong innovation capabilities to help brand products obtain continuous traffic.

Source: WeChat public account: Nankaikou (ID: nnvoice)