How can Xiaohongshu private domain merchants efficiently acquire customers? Involving industries such as decoration, wedding photography, jewelry, and confinement centers

Xiaohongshu is a gathering place for attracting customers in the private domain. This article briefly describes the industries involved in the private domain. Let’s read the article to learn more.

Lead merchants, that is, they attract customers to WeChat through notes, such as decoration, wedding photography, jewelry, confinement centers, tourism and other industries. Lead merchants, on the one hand, are amazed by the high-quality users of Xiaohongshu.

On the other hand, I am deeply hurt by the various policies of the platform, and I am confused by the flow control and paid delivery. How can I acquire customers efficiently without violating any regulations?

1. How to play the clue merchant

Lead-type merchants on Xiaohongshu mainly operate through professional matrix accounts, KOS, amateurs, KOLs, spotlight delivery (customer resources), and brand areas.

These six methods can be combined at the same time. The richer the combination, the higher the user's awareness of the merchant and the lower the customer acquisition cost.

Since the cost of KOL placement, spotlighting, and brand zones is high, it is recommended that the matrix account be used after it has gained stable customers. These contents are introduced one by one below;

1. Professional number matrix number

Function: The matrix number of lead conversion base + brand promotion base refers specifically to the enterprise number. Merchants can set different majors according to different businesses, prices, and regions. Note that only 2 enterprises can be applied for 1 business license.

For example, a certain dental hospital sets up different corporate accounts for business accounts and store accounts, and multiple accounts intercept more traffic.

Figure 2: Xiaohongshu’s dental industry matrix layout

After registering a corporate account, you need to set up functions such as the introduction, offline stores, business topics, video accounts, etc., and then think about account topic selection and content operation. If you want to know more about content operation, you can check the previous public account content.

2. KOS account

Function: Real persona makes it easier for users to trust KOS, i.e. the brand's shopping guide, salesperson, or manager's account. It can be the brand name + full name. When users see the account, they know it is the brand. Note: KOS does not necessarily have to be officially certified, and personal accounts can be used;

Figure 3: Xiaohongshu Kos account layout

3. Amateur accounts

Function: Build a real user experience, create a positive reputation, build a matrix of amateur accounts, write reviews and purchase experiences, and users can see a more realistic experience when searching for the brand name, which will speed up their visits to the official account for consultation.

For amateur accounts, you can incubate them yourself or find an amateur agency on the market for customized operations.

The way to play with advanced amateur accounts is to let experienced customers do it, and share commissions through the leads from customers, especially high-priced products, to stimulate the interest of amateurs to participate.

4. KOL placement

Function: Focusing on direct investment in Dandelion’s reporting experts, private domain merchants often use corporate accounts as their core position. Corporate accounts produce commercial notes and use direct advertising to obtain user leads.

Now they have also started investing in brand advertising and expert notes, which indirectly reflects that private domain businesses focus on brand building.

I think the reasons why private domain merchants invest in experts are as follows:

• On the one hand, peers are booming, everyone uses corporate accounts, the content tends to be similar, and is nothing more than revolving around factors such as price, style, and quality. In this case, expert investment is a new way to break through, and expert notes have a stronger sense of trust.
• On the other hand, Xiaohongshu's Dandelion comment plug-in is mature. Brands can set up an immediate consultation plug-in in the comment area, and the flow of traffic can be directed to professional accounts for communication.

Figure 4: Xiaohongshu Kol comment area component

5. Spotlight

Function: Quickly release leads on Xiaohongshu, mainly based on customer information collection, select the number of private message openings, set the cost, and monitor the background delivery.

Figure 5: Xiaohongshu spotlight placement destination setting interface

6. Brand Zone

Function: intercept user brand search needs. The brand zone is the search box. Purchase the "brand zone" as shown below, intercept user search traffic, and quote based on brand keywords, about 10,000-20,000/month. It is suitable for those who have a brand search word base on Xiaohongshu, thereby intercepting user needs;

Figure 6: Platinum Travel Photography + Shengdu Formal Wear Brand Zone

2. Basic Settings

After understanding the methods of acquiring leads, the next step is the basic account setup stage, which mainly involves the decoration of professional accounts, KOS and amateur accounts.

1. Professional decoration

Focus on the account profile, service interaction area and content self-production area ;

Account introduction : Describe the account industry, main categories, brand characteristics and other information within three sentences, tell users "who I am" and "what value/content/products I can provide". Regarding writing the introduction, just imitate the style of the benchmark.

Service Interaction Area

Focus on "offline stores" and "group chats"

• Offline stores : If you have offline stores, it is recommended to bind the authentication as soon as possible. The offline store address and phone number can be directly displayed on the store page to increase user trust.
• Group chat : If you have experience in community operation, you can try operating a group chat on Xiaohongshu and regularly distribute benefits in the group to maintain the brand's core group.

Content assets area

Create a collection : classify product lines and integrate product series information for users, so that users can quickly understand and trust it, and improve the efficiency of retaining information. Classification is to aggregate and organize notes. The core purpose is that after users open the Xiaohongshu account, they can see what content is on the current homepage according to the aggregated tags, and then click on the content to view detailed notes.

Figure 7: Xiaohongshu account creation collection

Pinned notes : Equivalent to a customizable exclusive marketing spot, it can be combined with current key products and brand operation stages to enhance the display of brand advantage content/services.

2. KOS account renovation

Name and nickname : Tell users what you do, what products and tracks you sell, rather than just being a sales machine; manager, shopping guide, and prenatal and postpartum care therapist are all personal settings.

Avatar : real-life portrait + product store background picture to increase the sense of intimacy. It can also be a portrait of an internet celebrity, back view, side view, etc.

Personal profile : Tell users who you are, what you do, and what data you have. In other words, give users a reason to find you.

Brief case :

Figure 8: Chao Hongji Shopping Guide Introduction

Background image : related to products, characters, work scenes, and mainly related to categories;

3. Decoration of amateur accounts

Just treat the account as an amateur, any witty profile is fine, the key to an amateur is the real personality;

3. Update of material content

In terms of the update frequency of materials for different accounts, the enterprise account publishes >12 articles per month, Kos publishes 1-2 articles per week, and KOL publishes more than 4 articles in two months;

1. Enterprise Account

The recommended number of notes published in a month is ＞12, that is, 3 new notes are produced every week;

2. KOS account

It is recommended to produce at least 1-2 new notes every week, and operate the Kos account as your own account. Use the KOS content writing direction as a reference, and different personalities have different layout directions.

Figure 9: Oral KOS account content strategy

3. KOL Account

It is recommended to cooperate with more than 4 KOL experts every two months.

4. Amateur Accounts

The core of amateur accounts is real users, who are updated with real user feedback through recruitment, self-cultivation and institutional cooperation.

IV. Reference Cases

There are many good cases of private domain operations, the key cases are Cloud Weight Loss & Shenglan Maternity Care

1. Cloud weight loss

Introduction : Large-scale weight loss, mainly providing 1-on-1 customized weight loss services, with national sports endorsement, based on physical analysis, contracted weight loss;

Account layout : 3 enterprise accounts: Cloud Weight Loss 36,000; Cloud Weight Loss Helps You Lose 17,000; Cloud Weight Loss Weight Management 714 followers;

KOS account : The company coach has settled in Xiaohongshu, format cloud weight loss-weight planner-name;

KOl account : Beautiful big meat, 180-jin Zhou Zhou Niang, Xiao Xue has lost 90 jin;

Amateur accounts : A large number of amateur accounts give feedback on weight loss effects;

Figure 10: Cloud weight loss professional account + KOS account + amateur account cloud

In terms of advertising, there are not only enterprise accounts, but also experts and KOS accounts. Users can see richer content and have higher trust. How do you arrange accounts on Xiaohongshu in your industry?

2 Xinyuehui

Introduction : Focusing on confinement centers for 16 years, with many directly-operated stores across the country, and the top confinement customer on Xiaohongshu;

Account layout : headquarters number + region number + area number + KOS account + expert placement + amateur number

Headquarters number : Xinyuehui (headquarters operation), brand information + project price + pregnancy information + environment equipment

Area code : Xinyuehui (Beijing) Postpartum Club + Xinyuehui (Shanghai) Postpartum Club +….

Area code : Xinyuehui Confinement Center (Jing'an Branch) + Pudong Branch, etc. Environment + Price

Kos account : Xinyuehui XX X, highlighting professionalism; daily + daily environment

Expert placement : Invite postpartum experts to visit the store. In the past 90 days, 19 bloggers have been invited to visit the store. At the same time, direct advertising is placed on experts to attract customers and attract traffic.

Amateur Accounts : Currently no Amateur Accounts are operated in batches

Figure 11: Xinyuehui Huitun data The above is how Xiaohongshu’s clue industry can efficiently acquire customers.

Author: Jiang He

WeChat public account: Jianghe Chat Marketing