How to get new traffic on Xiaohongshu as the precise crowd has reached the bottom? Unlock new crowds and new scenarios at low cost!

This article will analyze two typical cases - Garnier Essence and Hawthorn and Poria Granules, to explore how to create explosive templates around products on Xiaohongshu, unlock new groups and new scenarios, increase brand exposure and traffic at low cost, and at the same time drive other brands to follow suit, thereby achieving effective product breakthrough and self-propagation.

Recently, I have seen many friends who, with our early support, quickly completed the 0-1 start of their new products on Xiaohongshu.

The second challenge began:

At present, the category track has been occupied on Xiaohongshu, and the targeted audience has been reached. How to obtain the new volume of products on Xiaohongshu?

The increase generally comes from the following points:

1. Expand new audiences through new selling points/scenarios;
2. Increase the frequency of product usage by target users.

Today I want to use two typical cases to talk to you about how to create a popular article template on Xiaohongshu around your own products:

1. Expand new scenarios and new groups through content, and effectively break the circle of products;
2. Create a hot article template that stimulates users' creativity and completes product self-propagation;
3. Drive other brands to follow suit and “get free” traffic from other brands on Xiaohongshu!

1. Garnier Essence

Search Trend Changes

By analyzing the relevant data, we can see that the search changes of Garnier essence can be mainly divided into the following trends:

From March to July 2023 , the overall number of Taobao searches and direct transaction amounts increased, attracting nearly 430,000 searches and leveraging direct search transaction amounts of more than 2.35 million.

(Data source: Huitun Data)

The peak in the number of searches and transaction amounts occurred in July . An analysis of the notes shows that the interaction volume reached its highest point in July, with more than 110,000 interactions .

After July 2023, the number of monthly searches and transaction amounts for Garnier Essence showed a downward trend, and the number of related notes released also gradually decreased. The effect of its products is closely related to the summer dressing style that highly exposes the skin. Therefore, as the weather gradually gets hotter, the market for related products is expected to recover.

The product has whitening effect and the price is relatively low

Garnier essence can be used with products from other brands, which is strongly related to its product advantages. Through analysis, we can see that it has the following advantages:

The combination of 377+VC+niacinamide , three highly recognized whitening ingredients, has a strong whitening effect known to the public, and can brighten the skin tone when used with body lotion. The product price is relatively low, with an average customer unit price of about 6 yuan per bag.

Reproducibility of Note Content

1. Good things collection notes

The title of the note contains words that will attract users’ attention, such as “cheap goods are really useful…”, “skin care products of a sophomore with a living expense of 1,000 yuan”, “affordable articles on yellow removal and brightening”, “poor boys must keep this in mind…”, “affordable but not cheap…”, etc.

The cover is a collection of pictures of some popular products that are highly recognized by the public, which increases the credibility of the notes to a certain extent.

(Image source: Xiaohongshu)

The notes introduce the advantages of related products, such as moisturizing, removing dark circles, sun protection, removing acne marks , etc. At the same time, they also include keywords that users search for on Xiaohongshu, such as " removing yellowness and brightening, oil control, oily acne skin, affordable and easy to use ".

In terms of time:

In March 2024 , there were a large number of such notes, and the brands that released the notes included Dr. Aier, LENMAS, Park Siquan, Niyas, and Yalu ;

In April , more brands were added, such as Sanyueli, Luyang, Wuyu Forest, Yafide and LSU .

As a supporting product in these brand notes, Garnier essence received greater exposure.

Overall, this note template is relatively applicable in the category of beauty products . More than 30 brands have used this content template to produce popular articles and provide a certain amount of traffic exposure to Garnier essence.

2. Product promotion from the perspective of influencers’ endorsement

The cover of the note is a picture of a handsome man or beautiful woman, which has a high click-through rate. The title of the note is related to the cost-effectiveness of the product, such as "Living expenses are not much", "Cheap goods", "Living expenses 1500", etc.

(Image source: Xiaohongshu)

In the specific notes, share with users the products that you have used and found to be very effective, using the identities of "male senior high school student", "female senior high school student" and "college student". By introducing the advantages of the products, you can achieve the goal of planting grass.

In April , only three brands , LENMAS, Dr. Aire and BIOELEC, were promoting their products through this type of content notes; in May, brands such as Xia Bo Ya Lian, Park Si Quan and Ipalhan adopted this type of content to promote their products, but overall, there are no less than 15 related brands.

3. Whitening tips

The cover of the note shows the whole body of the expert or only a part of him/her such as "legs" or "hands", while the title of the note is related to "whitening".

(Image source: Xiaohongshu)

The content of the notes is some whitening tips. The blogger shares some practical methods in his own beauty process, including daily time planning, product usage steps and maintenance cycle, etc., to promote the products.

Before July , brands that output content notes through this type of notes included Yulanti, Shuizhikou, Hahn, Amerrition , etc., and in August , brands such as Pibao, INCE, and SkinCeuticals joined. Overall, there are more than 10 related brands.

As a supporting product, Garnier Essence has attracted more than 4.1 million searches on Taobao in the past year . The main reasons why Garnier Essence can successfully gain traffic exposure in the notes of many brands are as follows:

1. The product has a high reputation and cost-effectiveness. Garnier is a brand under L'Oreal. Its products are very popular in Southeast Asia, and Garnier Essence has also gained a certain degree of popularity. At the same time, its products are very cheap and most people can afford them.

2. The product has outstanding whitening effects; Garnier essence contains three highly recognized whitening ingredients and has a high whitening effect. It can be used with most beauty and skin care products, and such whitening-related topics have a large amount of traffic on Xiaohongshu.

3. The content template has a longer applicable period; the replicable templates that come with the content can produce popular articles for a long time. The brands that have joined have produced a certain amount of popular articles and have achieved good sales.

2. Hawthorn and Poria Granules

Search Trend Changes

By analyzing the relevant data, we can see that the search changes of Hawthorn Poria Granules can be mainly divided into the following trends (as shown below):

From March to May 2023 , the number of Taobao searches and the amount of direct transactions increased . The peak of searches and transaction amounts occurred in May , with more than 440,000 searches in that month alone. An analysis of the relevant notes during this period shows that the number of notes is around 2,000 , but the interaction volume of the notes in that month was the highest, close to 1.63 million .

(Data source: Huitun Data)

From June to July 2023 , searches and transactions were both declining. However, in August 2023 , the number of related searches and transaction amounts increased, reaching a second peak , with an increase of about 80,000 searches compared to July. The number of related notes exceeded 9,000, but the overall note interaction volume was only about 1.5 million.

From September 2023 to February 2024 , the number of searches and transaction amounts decreased compared to the previous period.

The product has the effect of removing dampness and the decision-making cost is low

Shanzha Fuling Granules can be used in combination with products from other brands, which is strongly related to its product advantages. Through analysis, we can see that its products have the following advantages:

Hawthorn and Poria Granules have certain medicinal effects , and users have a high sense of trust in the product. It has a certain regulating effect when facing pain points such as weight gain, rashes, and acne caused by excessive moisture in the body. And the price is relatively cheap, with a single use cost of about 6 yuan , and the decision-making cost is relatively low .

Reproducibility of Note Content

1. Collection of products with weight loss content

The note titles are related to weight loss topics such as " losing weight ", " losing weight " and " losing fat ", and the cover is a simple straight shot of the product.

(Image source: Xiaohongshu)

In the specific notes, share the effective weight loss methodologies that have been personally tested from your own perspective, including the effects of the product, how long to use it, how often to use it, etc. This allows users to feel a certain sense of reality and achieve a good planting effect.

In terms of time, there were a large number of such notes in March 2024 , and the brands that published the notes included Ranfumei, Chuyitang, Xingketuo, Yitemei and Guiyishi ; in April , more brands were added, such as Shanhe Yifang, Fubutang, Lushutang, Xianyuanshu and Huaxiuji . As a supporting product in these brand notes, Shanzha Fuling Granules received greater exposure.

Overall, this note template is relatively applicable in the health care product category, and there are more than 30 brands that have produced popular articles based on this content template.

2. Product combination strategy for replenishing qi and blood

Most of the note titles are persuasive posts , starting with " Listen to Advice " and containing the keyword "Qi and Blood"; while the cover is a simple direct shot of the product with relevant stage prompts.

(Image source: Xiaohongshu)

In the specific notes, the author also shares his personal experience in the methodology of replenishing qi and blood from his own perspective, which mainly includes the three steps of " strengthening the spleen and stomach - removing dampness - replenishing qi and blood ". Each step introduces a related product, and the Hawthorn and Poria Granules play an important role in removing dampness.

In terms of time, in March 2024 , related brands included Lushutang and Huaxiuji ; in April , more brands were added, such as Yitemei, Shanhe Yifang, Fubutang, Yibeichu and Manxianbai . Overall, more than 15 brands have produced explosive culture based on this content template.

3. Sharing of practical tips on weight loss from a personal perspective

The note cover displays pain points such as " small belly " and " fat legs ", which is somewhat curious and can attract people's attention; the note title is related to weight loss and internal regulation.

(Image source: Xiaohongshu)

The content of the notes also starts from the individual’s own experience, describes the weight loss methodology, inserts relevant product content, demonstrates product advantages, and promotes the product.

In terms of time, there were a small number of such notes in April 2023 , and the brands that published the notes included Shanhe Yifang, Ranfumei, and Jiushubei Anle , etc.; in May , there were Lushutang, Yibeichu, Fubutang, Miyansu, and Yuanxiyan , etc. Overall, there are about 20 brands that rely on this content template to output notes.

As a supporting product, Shanzha Fuling Granules attracted more than 1.8 million Taobao searches in the past year. The main reasons why Shanzha Fuling Granules can successfully gain traffic exposure in the notes of many brands are as follows:

1. The product can enhance the credibility of the content of the notes ; Hawthorn and Poria Granules have passed the relevant medicinal qualification certification and are relatively safe; other brand products can enhance the credibility of the content of the notes when used in combination with it.

2. The product has certain medicinal effects ; it can help the body eliminate excess moisture and improve the internal environment. It can be used in conjunction with health products related to weight loss and acne removal, and it plays a good auxiliary role for products of other brands.

3. The topic is hot and the content is simple to produce. Weight loss and blood supplementation are hot topics on Xiaohongshu, and many users are interested in this type of content. At the same time, the notes are all simple product photos, and the content is highly replicable.

Conclusion

In the supporting role market, in addition to the 4 products we shared with you, similar products include:

Zinc gluconate oral solution , which can supplement trace elements and promote skin metabolism, is generally equipped with acne-related content and products;

Almond powder has a certain effect of removing yellowness and moisture, and is generally carried with whitening-related contents and products;

There is also coconut oil that carries baking and hair care related content and products;

As well as Vaseline , which carries content and products related to moisturizing, makeup tutorials, etc.

If a brand wants to enter this market, it needs to start with the product layout and give its products one or more irreplaceable values. These values ​​include traffic value, endorsement value and conversion value.

As for Garnier essence, it not only has multiple whitening ingredients superimposed on it, but also has outstanding cost-effectiveness and high conversion value.

Finally, brands need to continuously innovate and optimize content templates to ensure that there are continuous popular templates that can be quickly replicated by other products (brands).

Author: Sally Nan

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