Let’s talk about 5 merchants whose sales on Xiaohongshu exceeded one million. What categories are suitable for selling on Xiaohongshu?

Want to open a store on Xiaohongshu? The author believes that you should not consider what the platform needs first, but what differentiated products you have. The author of this article disassembled 5 merchants whose sales on Xiaohongshu exceeded one million. Let's take a look.

Today, a friend asked me about opening a store on Xiaohongshu and what categories Xiaohongshu sells. Before, I might have answered that Xiaohongshu is mainly for women and sells women-related products, such as clothing, accessories, etc.

But after observing many merchants opening stores on Xiaohongshu, I personally think that you should not consider what the platform needs first, but rather consider what differentiated products you have.

There are merchants with high sales in every industry on Xiaohongshu. Let’s talk about 5 merchants with sales exceeding one million on Xiaohongshu.

1. Tea: Xichaguan-Original Store

Introduction: Operated by the second generation of tea characters, a variety of tea lucky bag designs, drinking tea like a blind box, there are white tea, scented tea, Pu'er tea and black tea categories.

This product is completely designed for young people. Since young people know basically nothing about tea, we start with the appearance and tea categories. It has good appearance and a variety of tea bags.

Figure 1: Merchant personal homepage

Sales: The sales of a single link exceeded 1.8 million (not excluding the early trial sales), the average customer price ranged from 9.9 to 180 yuan, 9.9 for trial drinks, and the best-selling product was 60 yuan per box, which can be drunk for 30 days;

Figure 2: High conversion homepage of merchant products

Hot article: The first hot article is a photo of different tea categories placed on boxes, which has a strong visual impact. In the note creation, it is also written in the first-person tone, and the key word "I" is implanted in the notes many times, highlighting the personality of the second generation of the factory, which makes users unprepared;

Figure 3: The merchant’s first best-selling note

Summary: The product itself is the highlight. Starting from the user's pain points, it provides a solution for drinking tea. You can drink it in a blind box, and the tea leaves are placed flat in the tea box. The collection shots have a strong visual impact.

2. Knowledge Payment: Reference Answer Reading Room

Introduction: A blogger of in-depth reading and knowledge, he organizes and collects information and monetizes it through membership communities. He has accounts on Jike and Xiaohongshu.

Currently, Xiaohongshu has 62,000 followers, 513,000 likes and favorites, a monthly increase of 7,900+ followers, 51 notes per month, and two notes per day.

Figure 4: Reference answer background data

Highlights

Monetization: monetize by selling courses. The product is priced at 149 yuan, and more than 11,000 copies have been sold. A purchasing guide is pinned at the top of the pinned area to guide customers to place orders on the Xiaohongshu mall.

Figure 4: Screenshot of reference answer content

Content: Notion screenshot method will increase the output efficiency, which is why 50 notes are updated in one month. The more standardized the note update format is, the higher the output efficiency will be.

The content of the notes revolves around technology, bigwigs, knowledge, wealth, reading, etc., and users are more willing to click.

Summary: Knowledge bloggers can monetize not only by taking advertisements, but also by listing courses in their stores.

Any blogger or businessman would like to know whether they can transform their skills into a course, such as organizing, saving money, finding a job, etc., to form a course that can standardize the skills and turn them into a course.

3. Clothing: Qingrong Clothing Factory Store

Introduction: The factory mainly produces coats and jackets. It has 333,000 fans on Xiaohongshu and has published 445 notes. In the past 30 days, the number of fans has increased by 18,000. For merchants, the increase in fans is amazing.

Figure 5: Third-party data Huitun backend data

Highlights:

Style: Uniform ladylike style, followed by single-image model stand shooting, matching the whole body, and posting 2 notes a day;

Figure 6: Cover of Qingrong Clothing Factory Store

Conversion: Notes are posted on products, and the comment area guides customers to convert in the mall. The sales of many products have exceeded 1,000, and the cumulative sales have exceeded 300+, or even more.

At the same time, because it does B-side wholesale, there will also be merchants adding WeChat, private domain conversion, and account note data are very good, and it is not ruled out that there is an advertising budget.

Summary: Whether it is the title, text, or label, they are all well done. Taking the down jacket as an example, the filling, appearance design, and detail design are all reflected in the text, which indirectly reflects that its operation understands the design language.

4. Fruit: Zhaotong Apple Girl

Introduction: Selling Zhaotong apples, there are 23,000 fans on Xiaohongshu, 266 notes published, and the monthly increase in fans is more than 800. 23,000 naturally also adds a lot of users in the private domain. If the product quality is good, the repurchase rate is high.

Figure 7: Third-party data merchant backend data

Highlights:

Content: Only sell Zhaotong apples, and the note style is also multiple pictures of eating apples or shipping apple boxes. This is also a successful note style. For fruit merchants, it is completely possible to use a similar first picture;

Figure 8: Cover photo of Zhaotong girl in Yunnan

Conversion: The notes contain business card notes, which guide users to convert within the site. The unit price of the product is around 50. Due to the evaluation system of Xiaohongshu, user comments can also appear directly after the user purchases. The cumulative monetization on Xiaohongshu is more than 3 million.

Summary: The naming, title, text, and comment area all highlight the personality of the Yunnan Zhaotong girl. It is really like operating a store. The personalized operation is easier for users to see and is more willing to place an order.

5. Cleansing: Holy Grass Spring

Introduction: Shengcaoquan Beauty and Personal Care is a personal business, with content focusing on brand stories, popular science, shampoo and user reviews. The mall mainly sells Polygonum multiflorum shampoo, with a customer unit price of 28 yuan/500ml, and focuses on affordable shampoo;

According to the analysis of third-party data provider Huitun, the account gained 22,000 followers in one year, and the account has also been growing in the past year. The rate of viral posts exceeds 16%, and the account started to gain momentum in September. There were viral posts in September, October, and November, and the viral posts drove business growth.

Figure 9: Shengcaoquan Beauty and Personal Care Gray Pig Backstage Data

Looking through the blogger's notes on store management, he opened a store on Xiaohongshu in mid-May 2024, and the first hot article was published in July. There were subsequent hot articles in August, September, and October, which drove sales.

The picture below shows the blogger's first four popular articles, three of which are sharing of good things and one popular science note. After the sales volume increased in the later period, the user reviews and other content were updated. Judging from the early account content, the notes were mainly concentrated on personal sharing, with pictures taken by mobile phones and strong authenticity.‍

Figure 10: Contents of the first four notes on Shengcaoquan

Summarize:

First, choose products. Choose the cleaning products that are in demand by the general public. Cleaning products have a wide audience on Xiaohongshu and receive high attention from users.

Shengcaotang chose Polygonum multiflorum for dandruff removal. With its strong functions, it is more attractive to people with dandruff and hair loss. If the product is highly functional and easy to use, it is easier to achieve the effect of self-propagation.

The second point is the differentiation of content. When brand merchants post notes, they are more likely to list selling points, and the account has strong advertising attributes. As an individual seller, Shengcaotang has a more authentic tone in writing and replying to copywriting, and responds to questions more promptly.

Summary: The notes of the entire Shengcaotang account do not feel like they are selling products, but rather a living image of popularizing knowledge about hair care.

For individual merchants who operate on Xiaohongshu, it is not about official content, but about treating every Xiaohongshu user as a real person and responding to them. Only a warm business can last longer.

The above are 5 merchants whose sales on Xiaohongshu exceeded one million.

Author: Jiang He

Source: WeChat public account "Jiangheliaoyingxiao (ID: jiangheliaoyingxiao)"