Hot sale of 190,000+, Xiaohongshu business analysis of Shengcaoquan shampoo

How is the conversion rate on Xiaohongshu? Can "hot articles" and "hot items" be produced by selling goods only through notes? Can personal stores stand out from major brands and achieve strong sales growth? In this article, the author introduces the case of the personal merchant Shengcaoquan Shampoo in detail, and explains the secret of its successful operation of Xiaohongshu account in an easy-to-understand way, which can inspire those who want to open a store on Xiaohongshu.

Friends always ask, how is the conversion on Xiaohongshu? Are their own products suitable for Xiaohongshu store conversion?

Based on recent observations, categories such as clothing, department stores, and shampoo have all received good feedback when opening stores on Xiaohongshu.

In particular, the merchant under investigation, Shengcaoquan Shampoo, did not rely on influencers for promotion, but was promoted purely through Xiaohongshu notes. The product costs 28 yuan and has sold over 190,000 copies. As a purely individual merchant, the sales volume is indeed considerable.

Figure 1: Shengcaoquan homepage and sales volume

1. Account Introduction

Shengcaoquan Beauty and Personal Care is a personal store. The account has posted 104 notes and has 25,000 followers on Xiaohongshu.

The content focuses on brand stories, popular science, shampoo and user reviews. The mall mainly sells Polygonum multiflorum shampoo, with an average customer price of 28 yuan/500ml, and focuses on affordable functional shampoo.

According to the analysis of third-party data provider Huitun, the account gained 22,000 new followers in one year, with over 16% of its posts becoming viral. The account started to gain momentum in September, with viral posts appearing in September, October, and November, which drove its business growth.

Figure 2: Shengcaoquan Beauty and Personal Care Gray Pig Backstage Data

Looking through the owner's description of the store management notes, he opened a store on Xiaohongshu in mid-May 2024, and had his first viral article in July. There were subsequent viral articles in August/September/October, and he gradually became successful on Xiaohongshu.

Compared to other shop owners who take a long time to come up with a hit article, Shengcaoquan had a hit article as soon as it was launched.

The picture below shows the blogger’s first 4 popular articles, 3 of which are sharing of good things and 1 popular science note. After the sales volume increased in the later period, the updated user reviews and other content were included.

Judging from the early account content, it is mainly focused on personal sharing, with few pictures taken with mobile phones and text content, and the account has a strong sense of authenticity.

Figure 3: Contents of the first four notes on Shengcaoquan

2. Account personality

The store owner will actively reply to every user comment on the note, telling everyone how to wash their hair or knowledge about hair care. This is to establish the store owner's image as a professional hair care and hair care professional.

The store owner’s replies are all in a personal tone, a non-official reply style. You can feel that there is a real store owner behind the scenes, rather than a machine customer service reply. This is the personal tone of a personal merchant.

Compared with the replies to brand notes, Shengcaoquan’s replies are more likely to make users want to try and buy it.

Figure 4: Reply from the owner of Shengcaoquan

3. Analysis of Shengcaoquan Operation

Shengcaoquan stands out from many brands of hair care products, with sales of over 190,000. I think the following points are worth noting:

1. Product selection

Choose the skin care products that the general public needs. Skin care products have a wide audience on Xiaohongshu and receive high user attention.

Popular brands on the site such as EHD, VHE, and Zhuolanya have high sales, but most of the brands focus on appearance and functionality, such as fluffiness and fragrance.

Shengcaoquan chose Polygonum multiflorum for dandruff removal because of its strong functionality, which makes it 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.

2. Differentiation of content

The notes sent by brand merchants are more of a list of selling points, and the account has strong advertising attributes. As an individual seller, Shengcaoquan has a more authentic tone in writing and replying to copywriting, and responds to questions more promptly.

The notes of Shengcaoquan's entire account do not seem to be selling products, but rather a living image of popularizing knowledge about washing and skin care products. The store owner gives answers to every user who asks about the product to dispel the user's doubts about purchasing.

3. Account weight

This is a big factor. Even if there is good content, if the account weight is low, it is difficult to display the best content and generate transactions. Shengcaoquan was able to produce many popular articles in the early stage, which has a lot to do with the high account weight.

Many corporate accounts have low account weight due to excessive posting of marketing content. No matter how they post, their account exposure can only be within a traffic pool of thousands of people.

According to a third-party data platform, its account weight is 5, its traffic is in the 10-30W traffic pool, and its account is highly vertical, focusing on vertical tags such as shampoo recommendations and shampoo, making it easier to push notes to potential users.

If your account content always has no traffic, you may want to use a third-party tool to check whether the account weight is abnormal.

Figure 5: Shengcaoquan account weight query

The above is an analysis of the Shengcaoquan beauty and personal care product that has sold over 190,000 orders. With the platform’s support for closed-loop e-commerce, any category can try to open a store on Xiaohongshu.

Author: Jiang He

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