30 things to know about Xiaohongshu e-commerce

Xiaohongshu e-commerce has been developing continuously in recent years, gradually competing with other e-commerce platforms, attracting others to do e-commerce on Xiaohongshu. Let's learn about Xiaohongshu e-commerce.

Hello everyone, I am Lao Bai.

Some time ago, I published an article [How to achieve global conversion through people-oriented marketing on Xiaohongshu]. The article attracted many friends from brands to come and exchange ideas, and there were many discussions about Xiaohongshu e-commerce.

On this platform where people can plant seeds and buy things, brands and users interact closely. Xiaohongshu is redefining its e-commerce model and reshaping its marketing methods.

In this article, I will share 30 insights about Xiaohongshu e-commerce, which can also be understood as the introduction to the next 10,000-word long article about Xiaohongshu e-commerce.

1. In an environment where traffic has peaked and the economy is in recession, Xiaohongshu's e-commerce has bucked the trend, with the number of merchants and transaction volume growing rapidly, becoming a "must-fight place" for brands and merchants seeking new growth.
2. On Xiaohongshu, users are not customers, but "real people" with lives, personalities, and thoughts.
3. Among the three elements of "people-goods-place", Xiaohongshu takes "people" as the basis, gathers "people" through "place", and selects "goods" through "people", thus embarking on a community-driven e-commerce development path.
4. Although Xiaohongshu’s precise users are “not large in size”, they are often true die-hard fans, and their sales conversion power cannot be underestimated.
5. "Search" and "vertical categories" are the two major focus areas for Xiaohongshu's e-commerce in the future. The former will improve efficiency, while the latter will expand products. These two approaches will work together to promote the upgrading of e-commerce.
6. Xiaohongshu's e-commerce is "content-driven", and user reviews and recommendations are its unique "shelves".
7. Xiaohongshu e-commerce is a content e-commerce platform featuring "grass planting", and picture and text planting is its core driving force.
8. On Xiaohongshu, every note is an "Amway" and every seeding is a brand exposure.
9. Xiaohongshu's e-commerce is a "trust economy", and users' trust in the platform and bloggers is the basis for merchants to achieve sales.
10. Xiaohongshu's unique community "native content atmosphere" is not only a fertile ground for the development of e-commerce, but also an ideal carrier for commercialization such as advertising. The key lies in achieving seamless integration of commercialization and community.
11. Xiaohongshu's e-commerce journey stems from its adherence to the originality of the community. Although it is full of challenges, it is more "sustainable" and is a unique path worth exploring.
12. The essence of Xiaohongshu e-commerce is the transaction of "non-standard products". Niche, personalized, and story-telling products are the most popular. In Xiaohongshu e-commerce, the richness of SKUs is not the only pursuit, the "uniqueness and added value" of products are more important.
13. To gain a long-term foothold in Xiaohongshu e-commerce, brands need to build a moat with high-quality content and professionalism, "rather than price." "Content is the product, and the product is the content." High-quality content is the key to impressing users and promoting purchases.
14. Xiaohongshu is the "third battlefield" for brands, and with the help of the platform's influence, brands can quickly break through.
15. Xiaohongshu’s grass-planting and communication model makes the birth of “new hot products” possible, and new brands and new categories are more likely to stand out.
16. On Xiaohongshu, commercialization is not the goal, but the "natural result" of high-quality content.
17. Xiaohongshu users focus on "beauty and practicality", and the appearance and experience of the products are crucial.
18. Xiaohongshu users are mainly women who pursue a high-quality life and are the main force of consumption. However, it is also a "gospel for straight men", teaching them how to choose and buy products, and turning those who don't know into those who know how to buy.
19. In Xiaohongshu e-commerce, buyers are the "kings of sales", and discovering good products and telling stories are the core abilities of buyers.
20. 19. Xiaohongshu’s e-commerce platform’s “high average order value” and “high repurchase rate” stem from users’ high trust in the content.
21. The success of a brand on Xiaohongshu depends on its understanding of the "platform tone" and insight into user needs.
22. Xiaohongshu is a "slow e-commerce" platform that focuses on long-term operations and word-of-mouth accumulation.
23. On Xiaohongshu, "planting grass" is not an advertisement, but "high-quality content" that users are happy to share and spread.
24. On Xiaohongshu e-commerce, brands are not salespeople but "lifestyle providers."
25. Xiaohongshu is a "testing ground" for brand rejuvenation and personalization, and new products and limited editions have become a powerful tool to stimulate consumption.
26. On Xiaohongshu, promoting products is not a one-time deal, but a "protracted war" that requires patience.
27. Xiaohongshu allows every user to become a "sales expert", and word-of-mouth communication is the most powerful sales weapon.
28. In Xiaohongshu e-commerce, content and products are "equally important". The two complement each other and are indispensable.
29. In Xiaohongshu e-commerce, "channel value" is not only about sales volume, but also about the accumulation of brand awareness and word-of-mouth.
30. Xiaohongshu e-commerce needs to "operate in all areas": notes, buyers' live broadcasts, and store self-broadcasts. Rather than large-scale advertising, it needs to focus on brand and user management.

Author: Brand Old White

Source: WeChat public account "BrandLaoBai (ID: BrandLaoBai)"