How to become a "supporting role" in content that can be a "universal match" and "get free rides" on other brands' traffic to achieve a surge in sales!

This article starts with two products, Kaman mandarin orange concentrate and The Ordinary fruit acid water, describing their search trends, the low decision and high applicability of the products, and analyzing the content of the grass-roots notes, summarizing what characteristics a brand must have in order to achieve certain success in the supporting role market. Let's take a look at this article.

Recently, we have sorted out a lot of content related to health products, beauty products, etc. In the process of sorting out the data, we found that some products had large changes in search, but basically no notes were found for reporting and placing.

For example, Kaman orange essence, The ordinary fruit acid water, zinc gluconate oral solution and Garnier whitening essence.

Out of curiosity, we conducted a careful analysis of the relevant notes of these products and found that these products mainly rely on "freeloading" the notes posted by other brands on Xiaohongshu to achieve their own sales conversion.

As shown in the figure below, the following business notes belong to different categories of products, and the Kaman mandarin orange concentrate is mentioned in the content of the notes.

For example, [Health Products Category] - Guiyi Food, Barov, Huaxiuji, Yuechuntang and Lushutang , etc.;

For example, [Beauty and Skin Care Category] - Luyang, AXXZIA , etc.;

These brands span different product categories, and the effects of each product are different, but they all helped Kaman mandarin orange essence gain a certain degree of exposure.

(Image source: Huitun Data)

Similarly, the brands of The ordinary fruit acid water mentioned in the notes are mainly:

• [Personal care category] — Off&Relax, VHE , etc.
• 【Beauty and Skin Care】 —Guyu, SURRYN, Miyun, etc.

These brand notes gave The ordinary fruit acid water a certain exposure and brought good search traffic.

(Image source: Huitun Data)

In order to further analyze whether the emergence of conversion effect is related to the promotion notes of other products, this article selected two typical products - Kaman orange essence and The ordinary fruit acid water for analysis.

1. Kaman orange stock solution

1. Search trends

Analyzing the relevant data, we can see that there are several key nodes in the trend of the number of people searching for Kaman orange concentrate:

From February to October 2023, the number of searches basically remained at around 15,000 .

Since November 2022, the relevant data has begun to change significantly, and the number of searches has basically remained above 50,000 . During this period, Hua Xiu Ji began to use Kaman mandarin orange concentrate for marketing. As time goes by, no less than 2 brands choose to use Kaman mandarin orange concentrate in their notes every month (as shown below).

(Data source: Huitun Data)

In July 2023, the number of Taobao searches reached its peak, with more than 100,000 related searches and a search transaction amount of nearly 320,000 yuan . The number of superimposed brands during this period was the largest, exceeding 25 .

From August 2023 to February 2024, the number of Taobao searches showed a downward trend, and the search transaction amount also decreased. The reason for this phenomenon may be affected by temperature changes. Since there is a certain demand for skin exposure in summer, content notes related to whitening receive more attention from users in summer .

Judging from the overall changes in search trends, related searches may be on the rise starting from April this year, and the market has recovered to a certain extent.

2. Low product decision-making and high applicability

The fact that Kaman mandarin orange concentrate can be combined with other brands of products is closely related to the outstanding advantages of its products:

The product has a high VC content, which can brighten the skin tone and can be paired with products that have whitening effects. This type of brightening and whitening content has attracted a lot of attention from users on Xiaohongshu.

The average order value of products is relatively low and does not require excessive decision-making costs.

3. The content of the notes is highly reproducible

From March 2023 to February 2024, there are more than 4,000 related notes and more than 1.6 million interactions. The related notes are mainly about health products , and there are also a large number of notes related to beauty and skin care , health diet therapy and body care .

Although there are some differences in the relevant notes, on the whole, these notes are relatively simple to make and have high replicability. The following is a simple classification of 3 types of notes:

(1) Product collection type of recommendation sharing

The note cover is a collection of highly similar product images. It is easy to make and highly replicable.

(Image source: Huitun Data)

Judging from the content of the notes, there are great similarities. Although the products promoted by different brands are different, they are all related to "internal beauty". Sharing products with users based on their own experiences and introducing the advantages and features of the products can play a certain role in helping users become more beautiful.

(Image source: Xiaohongshu)

This note template appeared earlier. We can see that in March 2023 , brands such as Chuyitang , Huaxiuji , Yuanxiyan and Lushutang used this template to get good traffic exposure. Later, brands such as Yuechuntang , Yalu , Guiyi Food and Wuyu Forest also got traffic through this template.

Overall, this template is relatively applicable to both the health care products category and the beauty category. No less than 20 brands have produced explosive articles based on this content template.

(2) Whitening methodology

Through the high-value blogger cover photo, users can be shown the ideal effect after using the product, attracting users' attention and bringing exposure to the notes. Kaman orange concentrate plays a role in assisting whitening, so it is easy to be affected by such notes.

(Image source: Xiaohongshu)

In the content of the notes, the blogger shares the whitening methodology through his own experience, and embeds relevant products that help the blogger to successfully whiten their skin, thus achieving a good grass-planting effect.

This note template also appeared earlier. We can see that in March 2023 , brands in the health care category such as Elegant Master , Guqian and Laem used this content template for marketing. In April, more brands such as Innersheng , LENMAS , Guweiyuan and Canvty Kangweit adopted this template.

Overall , more than 25 health care product brands have gained good traffic exposure by outputting this type of whitening methodology content.

(3) Notes on the horizontal rankings

Search keywords through horizontal comparison cards of different products to obtain accurate traffic exposure.

(Image source: Xiaohongshu)

As shown in the picture, the relevant notes mainly focus on the time nodes related to military training, and use words such as "brighten for boys" and "average price of 20" to show users the outstanding advantages and features of the product, achieving a good grass-planting effect.

We can see that there were related notes earlier, but the number was relatively small and the exposure was limited. Starting from July 2023 , a large number of such ranking notes can be seen in the front position, indicating that the template is relatively mature. At this time, the brands that adopted this template include Luyang , Yalu , Hahn and Bedson , which are mainly related to beauty, skin care and body care.

At the same time, in August, brands such as Sanyueli , Fan Xihe , Zuyangtang and AOYEBYEBYE also helped the Kaman mandarin orange essence to get good exposure through the ranking notes.

The main reasons why Kaman orange concentrate can successfully gain traffic exposure in the notes of many brands are as follows:

• The product maintains a long-term stable output: Kaman mandarin orange concentrate has maintained a long-term stable sales conversion in the market, and the product quality has been recognized by many users. The brand's choice of matching with it will not be negatively affected.
• The product has outstanding efficacy: Kaman orange stock solution has whitening and brightening effects, and has a certain correlation with health products and beauty products. It can be well matched with content products such as "internal adjustment for beauty" and "skin care for beauty", and such topics have a large flow on Xiaohongshu.
• The content template is highly reproducible: the popular articles produced by the content are highly reproducible. The brands that have joined have produced a certain amount of popular articles and have achieved good sales.

2. The Ordinary Fruit Acid Water

1. Search trends

Analyzing the relevant data, we can see that there are two key nodes in the trend of the number of searches for The Ordinary fruit acid water:

Before September 2004 , product-related searches basically did not exceed 1,500 , and the monthly direct search transaction amount was basically less than 10,000 .

After September 2024 , the relevant data has changed greatly compared with before. The number of searchers has basically remained above 5,000 , and in October 2024, the number of Taobao searchers reached more than 10,000, and the search transaction amount was more than 60,000 .

At the same time, more brands participated in publishing notes related to The Ordinary AHA water (as shown below), including some leading brands such as Neutrogena and Kiehl's .

(Data source: Huitun Data)

As shown in the above figure, no less than 3 brands choose to carry The Ordinary AHA water in their notes every month. Especially in October, the number of brands superimposed is the highest, more than 10 .

2. Low product decision-making and high applicability

The Ordinary AHA water can be combined with other brands’ products, which is also closely related to the outstanding advantages of its products:

As for the product itself, it can effectively repair acne and unclog pores, keep the skin smooth, deeply cleanse , brighten the skin tone , etc. And its price is relatively low.

From the perspective of the category market, the brand has a certain amount of endorsement content output on Xiaohongshu, which has established a certain degree of user trust. At the same time, the market for fruit acid water is relatively small, and there are fewer fruit acid products that can be paired with other brands.

3. The content of the notes is highly reproducible

Judging from the note tags, the relevant notes are mainly about body care , skin care collection , and lotion , among which body care-related content accounts for more than 35% .

Overall, the relevant notes are highly reproducible. Here are some analyses:

(1) Collection sharing of grass-growing articles

It consists of a collection of straight-shot product covers and related notes on product recommendations, focusing mainly on the outstanding cost-effectiveness of the products, such as sharing of skin care products used by poor female college students; sharing of cheap wet compresses; and sharing of unpopular, easy-to-use, niche, high-end autumn and winter personal care products.

(Image source: Xiaohongshu)

The main contents of the notes are: Recommend products to users through positive displays of product advantages to bring conversions to the product.

This note template appeared earlier. We can see that in April 2023 , brands such as Sanyueli , Ercha and SNNS used this content template for marketing. In May , more brands such as LENMAS , LAN and Park Siquan adopted this template.

Overall, more than 20 beauty and personal care brands have gained good traffic exposure through the output of this type of product promotion collection content.

(2) Product Direct Promotion Notes

Attract users' attention by taking a direct shot of the product on the cover and adding relevant topics such as "This bottle is two degrees whiter. Let me explain the principle" and "The end of body care is cheap goods".

(Image source: Huitun Data)

The main content of the note: stating that one has achieved good whitening results through this methodology, describing the skin care steps in detail, inserting related products, and analyzing one's own beauty process. The Ordinary fruit acid water is usually inserted as the first product in the note, and the brand promotion products are explained after it, reducing the advertising nature of the note content.

(Image source: Xiaohongshu)

This note template appeared earlier. In May 2024 , beauty and personal care brands such as Wuyu Forest , Yuyanxiupin , Parker's and Ruoou used this content template for marketing. In June , more brands such as VHE , Ou Furui , SURRYN , Yuechuntang and EHD adopted this template.

Overall, more than 15 beauty and personal care brands have gained good traffic exposure through the output of this type of product direct promotion note content.

(3) Collection of expert recommendations

The collection notes of product testing are usually shared by bloggers, who recommend products by describing the advantages of the products, such as low price and good quality.

(Image source: Xiaohongshu)

The content of the notes generally involves the actual usage process of the product, so bloggers are needed to better demonstrate the effects of the product, making the related sharing more real and easier to attract users' attention.

This type of content was first seen in April 2023 , and the related brands include Yuxi Collection , Dr. Aier , and Ouhua Collection . Overall, nearly 10 brands have obtained good traffic exposure through the output of this type of content featuring celebrities.

(4) Ranking Notes

Search keywords through horizontal comparison cards of different products to obtain accurate traffic exposure.

(Image source: Xiaohongshu)

As shown in the picture, the relevant notes search for keywords through word cards such as "oily acne skin" and "wet compress water", and at the same time use "pdd" to convey the product price advantage to users, achieving a good grass-planting effect.

There were related notes before August 2023, and they received good exposure. However, there were relatively few related ones, and not many brands participated. However, starting from September 2023 , more brands received large traffic exposure through such content, including Guyu , Sanyueli , Yalu and Womu .

Overall, more than 20 brands gained traffic exposure through ranking notes.

The Ordinary fruit acid water was able to successfully gain traffic exposure in many brand notes mainly due to the following reasons:

• The brand has a certain endorsement basis: The Ordinary brand has a certain amount of notes, forming a certain brand awareness. In addition, the fruit acid water market is relatively small, and there are fewer products that can be used with other brands.
• The Ordinary fruit acid water has certain effects in removing acne marks, moisturizing and brightening skin tone, and can be used with cross-category and multi-brand products. And its product capacity is small and the price is relatively low .
• The content template is simple and highly reproducible: the popular articles produced by its content are highly reproducible. The brands that have joined have produced a certain amount of popular articles and have achieved good sales.

Conclusion

Through the above analysis, we can see what characteristics should be possessed in order to achieve certain results in the supporting role market:

1. The product must have sufficient recognition and be highly practical.

The effect of Kamangan orange essence in brightening the skin tone and the effect of The Ordinary fruit acid water in repairing closed comedones and promoting whitening have been recognized to a certain extent and have good practicality, so they appear repeatedly in these notes.

(Photo source: Xiaohongshu)

2. If you want to become a supporting product and be included in other brands’ notes, you need to create a replicable popular article template and package your own product as part of the template.

Once there is a successful case of a brand using a template to create a hit, more brands may adopt the template, thereby promoting their brand products while driving sales growth of supporting products.

3. Hot article templates have a certain life cycle, so they need to be replaced regularly to achieve more efficient exposure effects.

For example, in the Kaman orange concentrate, the exposure advantage of ranking-related content has decreased, resulting in a decrease in product sales. A more suitable template needs to be replaced to achieve better conversion effects.

Author: Sally Nan

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