13 Xiaohongshu matrix accounts generated over 40 million sales. Here is the traffic code behind the matrix sales notes!

This article analyzes the business of selling products through matrix accounts on Xiaohongshu. It will analyze and discuss from a content perspective the content logic followed by brands that currently sell products through matrix accounts on Xiaohongshu.

Recently, we have noticed that many brands are doing better and better in selling products on Xiaohongshu, and the overall sales volume is growing continuously. At the same time, many of our members have mentioned the issue of how to build and use the Xiaohongshu matrix account.

Therefore, in this issue we will analyze the business of selling goods through matrix accounts on Xiaohongshu. This article will analyze and discuss from a content perspective the content logic followed by brands that currently sell goods through matrix accounts on Xiaohongshu.

Matrix account refers to a brand setting up multiple accounts, producing content through low-cost pictures or videos, outputting product-related content notes, obtaining exposure traffic, and thus achieving the purpose of bringing goods and realizing cash.

We have currently observed that the content output of Xiaohongshu's matrix account mainly follows the following three logics:

1. Create your own content logic with product display as the core

The logic of self-made content with product display as the core means that the brand produces and publishes original content by itself, including pictures, texts, videos and other forms, mainly to directly reach the target audience through products.

Below we selected two Xiaohongshu matrix brands with this type of content gameplay for analysis, and the relevant situation is as follows:

1. Ms. Octopus

Core products: latte coffee cups, thermos cups, cold brew coffee cups, etc. The average customer unit price is approximately 106 yuan.

Instructions for playing: 6 accounts, 2 stores, 2 pieces of content updated daily. The notes are not just trailers. At the same time, traffic will be directed to Xiaohongdian and Taobao platforms to convert platform traffic into sales.

Content features: real-time pictures and text + video sharing

(Data source: Xiaohongshu)

Judging from the release time of relevant notes, the brand started marketing activities on Xiaohongshu last year. A total of more than 1,500 notes have been released, with nearly 200,000 likes. The total sales volume of Xiaohongshu exceeded 11,000 pieces, and the estimated total sales volume was close to 1.2 million. At the same time, Taobao estimated annual sales volume was close to 2.7 million.

OctoLady’s store: As of the time of statistics, the store’s cumulative product sales were 11,000 pieces; there were 4 associated accounts.

Miss Octopus OCTOLADY's store: As of the statistics, the store's total cumulative product sales were 143 pieces; there were 2 associated accounts.

Analyze the notes of some relevant accounts:

(Image source: Xiaohongshu)

From the above content analysis, we can see that the content of these notes is roughly the same, relying on the outstanding appearance of the cup to attract users' attention. The cover of the note is a direct shot of the cup product; the title of the note has modifiers such as "cute", "exquisite", "large capacity", "cool", and some are paired with high-click-rate words such as "office workers", "subway station", and "autumn and winter".

In addition to the above accounts, accounts such as Miss Octopus Cup Collection and Miss Octopus OCTOLADY. are also outputting similar note content.

Products like cups, which can attract users' attention through simple product exhibits, need to be supported by good looks in order to better obtain relevant traffic.

2. Mom is busy

Core products: cranberry puree, almond white drink, handmade blood glutinous rice cores, yam and poria flavor and pure almond powder, etc. According to the data from the Taobao platform, the average unit price of the products is around 47 yuan.

How to play: 6 accounts, 3 stores, 2 pieces of content per day, and 2 live broadcasts per day. The content of the notes is attached to the main traffic to Xiaohongdian and the traffic overflows to the Taobao platform, so as to convert the platform traffic into sales.

Content features: Mainly video sharing, some accounts have 2 live broadcasts per day

(Data source: Xiaohongshu)

Judging from the release time of relevant notes, the brand started marketing activities on Xiaohongshu in 2022. It has released more than 3,500 notes in total, received more than 360,000 likes, and the sales volume of Xiaohongshu is close to 500,000, with an estimated total sales volume of more than 20 million. At the same time, the total sales volume of the Tmall flagship store is estimated to be 40,000 pieces, with an estimated total sales volume of nearly 1.6 million.

Busy Mom Flagship Store: As of the time of statistics, the store’s cumulative total product sales were 96,000 pieces; there was 1 associated account.

The store of Mom is Busy and Easy to Maintain: As of the statistics, the total accumulated product sales of the store were 246,000 pieces; there were 2 associated accounts.

The store of Busy Mom’s Handmade Food: As of the time of statistics, the store’s cumulative total product sales were 133,000 pieces; there were 2 associated accounts.

Analyze the notes of some relevant accounts:

(Image source: Xiaohongshu)

From the content shared above, we can see that the notes of multiple accounts under this brand are mainly food sharing and food making videos. The food cover + good things sharing title attracts users' attention and makes users want to buy.

This type of snack product direct shooting is not ornamental and it is difficult to reach users through direct shooting of products. Users are mainly concerned about the safety of food, so the raw materials of food need to be displayed. Mamahenmang has insight into the needs and pain points of consumers and provides relevant output to let users see the health and safety of its food.

Both Miss Octopus and Busy Mom have created a matrix account on Xiaohongshu and used self-made content gameplay with product display as the core content logic. This is based on the low decision-making cost and high appearance of related products, which can successfully attract users.

2. The logic of making your own content popular

The logic of self-made batch content to attract hot posts refers to the process of shooting videos of influencers' outfits and posting them through batch accounts to attract natural traffic on Xiaohongshu in order to produce natural hot posts. This content logic is mainly used for products with diverse categories and very high content repetition. Once related hot posts are produced, related stores will have sales output.

Below we selected two brands of Xiaohongshu matrix accounts of this type for analysis, and the relevant information is as follows:

1. South is in the south

Core products: thick-soled snow boots, Martin boots, long boots and small leather shoes, etc. The average unit price of products is about 65 yuan.

Instructions for playing: 12 accounts, 4 stores, at least 5 pieces of content updated daily. The notes are not just trailers. They will direct traffic to Xiaohongdian and convert the platform's traffic into sales for free.

Content features: mainly video sharing, a small number of accounts will broadcast live from time to time

(Data source: Xiaohongshu)

From the table, we can see that Nan has published a total of 21,000 notes in the south, received more than 5.4 million likes, the total sales volume of Xiaohongdian is close to 110,000, and the estimated total sales volume exceeds 7 million.

Nanzainanfang Women's Shoes Flagship Store: As of the time of statistics, the store's cumulative total product sales were 16,000 pieces; there were 2 associated accounts.

Nanzai Nanfang flagship store: As of the time of statistics, the store’s cumulative total product sales were 83,000 pieces, and there were 5 associated accounts.

Nanzai Nanfang Freckles Store: As of the time of statistics, the store’s total cumulative product sales were 553 pieces, and there were 4 associated accounts.

Nanzai Nanfang Fashion Shoes Store: As of the time of statistics, the store’s cumulative product sales were 10,000 pieces, and there was 1 associated account.

Analyze the notes of relevant accounts:

(Image source: Xiaohongshu)

From the above shared content, we can see that these accounts all help to make the shoes more intuitive, more beautiful and more attractive to users, but at the same time, the notes posted by different accounts will be different in shooting angles, which makes different accounts have certain differences and does not appear to be overly repetitive. However, the shooting of related content is very simple and does not require too much investment, so a large number of related notes can be produced.

The shoe category requires partial footage for trying on to better demonstrate the product effect. Brands can publish notes in batches through multiple accounts to gain traffic exposure.

2. Fashion Tribe

Core products: thick-soled loafers, long boots, British-style leather shoes, Martin boots, velvet-lined, warm, and non-slip cotton shoes, etc. The average unit price of products is about 67 yuan.

Instructions for playing: 12 accounts, with more content posted every day, mainly in the form of grass-planting notes, and traffic is directed to Taobao for conversion through the comment area.

Content features: real-time pictures and text + video sharing

(Data source: Xiaohongshu)

In terms of note output, it is the same as Nan in the south, which generates a lot of notes to gain natural traffic. The difference is that the conversion port of Fashion Tribe is on Taobao. It does not set up a related store on Xiaohongshu, but diverts traffic to Taobao to sell goods.

It has published nearly 40,000 notes in total, received nearly 8.2 million likes, and the total sales of Xiaohongdian exceeded 11,000 pieces. From the perspective of its Taobao store, its total sales in the past 30 days were about 50,000 pieces, and its estimated total sales were close to 3.6 million.

The following is a brief analysis of some of the relevant notes exported

(Data source: Huitun Data)

From the data table, we can see that the total interaction volume of related notes has reached 1.54 million, and there are 204 hot articles with an interaction range of more than 1,000, accounting for about 7% of all notes; and the interaction volume of these notes accounts for 86% of all notes. A small number of hot notes have leveraged huge interactive exposure.

Some relevant accounts are selected for analysis below:

(Image source: Xiaohongshu)

The above are some popular notes from related accounts, from which we can see that the logic followed by these account notes is the same as that of Nan in the South, which all help to make the shoes more beautiful and attract more users' attention. At the same time, the notes posted by different accounts will be different in shooting angles.

In this way, each account publishes a batch of similar notes every day, which is relatively low cost. Most notes are basic exposure, but occasionally there will be one or two notes with better data. These 1-2 popular notes may drive the search of the entire brand and bring a certain amount of traffic conversion to the brand.

(Image source: Xiaohongshu & Taobao)

The above popular note has an interaction volume of about 25,000, and has generated a total sales volume of more than 500 on Taobao.

Nanzainanfang and Fashion Tribe publish similar note content through multiple accounts at a low cost. At the same time, they leverage huge interactive exposure through a small number of popular notes, increasing the brand's traffic conversion and influence on Xiaohongshu.

They not only focus on product display, but also try on products through partial shots to show the product effects. At the same time, they maintain certain differences when posting similar notes on different accounts to avoid excessive duplication of content. When relevant hot articles are produced, brands can directly convert them on Xiaohongdian or take over on the Taobao platform.

This Xiaohongshu matrix account note output logic, which focuses on self-made batch content, can get free traffic from the platform to a certain extent, and has high feasibility on the Xiaohongshu platform. However, we should also pay attention to the periodic change of the shooting angle of related content, which will help to explore new popular article templates, improve the quality and attractiveness of the note content, and bring more traffic to the brand.

3. Multi-channel reuse logic of expert content

The logic of multi-channel reuse of influencer content refers to brands moving related materials of influencers they have worked with, or mixing content from platforms such as Douyin, or live streaming content + self-made content. The quality of this type of content is relatively high, and the traffic is carried out by Xiaohongdian.

Below we selected three Xiaohongshu matrix brands with this type of content for analysis, and the relevant information is as follows:

Earth Park

Core products: oral freshening probiotics; the average unit price of products is around 161 yuan.

Instructions for playing: 3 accounts, 2 stores, 2-3 pieces of content updated daily, and notes posted to direct traffic to Xiaohong Store, converting the platform's traffic into sales.

Content features: real-time pictures and text + video sharing

(Data source: Xiaohongshu)

Judging from the release time of the relevant notes, the brand-related account started marketing activities on Xiaohongshu in 2022. A total of 431 notes have been released, which have received nearly 150,000 likes. The total sales volume of Xiaohongshu has exceeded 40,000 pieces, and the estimated total sales volume is close to 6.6 million.

Earth Park Health Food Flagship Store: As of the time of statistics, the store’s cumulative product sales totaled 23,000 pieces; there were 2 associated accounts.

Earth Park flagship store: As of the time of statistics, the store’s cumulative product sales totaled 18,000 pieces; there was 1 associated account.

Analyze the notes of relevant accounts:

(Image source: Xiaohongshu)

From the above notes, we can see that the content of the notes is mainly about experts sharing good things, and the related titles capture the pain points of users with bad breath and bad breath. The bloggers in the video notes are obviously not the same person, and the related content is the transfer of expert-generated content. It does not drive sales through natural explosive posts, but adopts a paid investment method.

Brands can gain additional traffic exposure by transferring existing expert content resources. This is an effective use of content resources and requires relatively low investment costs.

1. Zero Limit

Core products: shark hip-lifting pants, hip-lifting flared pants, denim hip-lifting pants, etc.; the average product unit price is about 256 yuan.

Instructions for playing: 7 accounts, 2 stores, 2 pieces of content updated daily, and notes posted to direct traffic to Xiaohong Store, converting platform traffic into sales.

Content features: real-time pictures and text + video sharing

(Data source: Xiaohongshu)

Judging from the release time of relevant notes, the brand started marketing activities on Xiaohongshu last year. A total of more than 1,400 notes have been released, which have received nearly 55,000 likes. The total sales volume of Xiaohongshu stores is close to 100,000 pieces, and the total sales are estimated to exceed 25 million.

Zero Limit Flagship Store: As of the time of statistics, the store’s cumulative product sales totaled 98,000 pieces, and there were 6 associated accounts.

Analyze the notes of relevant accounts:

(Image source: Xiaohongshu)

From the content shared above, we can see that the content formats of these notes are roughly the same. They are all shared through video notes of different experts. The videos are divided into two categories: live broadcast slices and daily video sharing.

Zero Limit Wear Store: As of the statistics, the total cumulative product sales of the store were 83 pieces, and there was 1 associated account. The number of fans of the account was very small, and the account was created relatively late.

Analyze the notes of relevant accounts:

(Image source: Xiaohongshu)

The content of the note of this account is slightly different from the above. It is not a strong note to promote products. Instead, it starts from the overall outfit and shoots in different life scenes. The note is weak in promoting products and has poor conversion efficiency.

Clothing products can only better demonstrate their effects when they are worn on the body, so brands need to invest a certain amount of expert content to achieve better publicity effects and get more traffic exposure.

At the same time, if the brand has accumulated certain content materials, it can maximize the use of the content by building a matrix account to obtain additional traffic exposure.

2. Xiao Xiao Sha

Core products: warm vests, lazy knitted suits for autumn and winter, dresses, down jackets and coats, etc. The average customer unit price of products in the two stores is quite different. The average customer unit price of NORNS LADY clothing store is around 550 yuan, and the average customer unit price of Right Thirty R30 clothing store is around 250 yuan.

Instructions for playing: 13 accounts, 2 stores, 1 piece of content updated daily, and notes posted to direct traffic to Xiaohong Store, converting platform traffic into sales.

Content features: real-time pictures and text + video sharing

(Data source: Xiaohongshu)

Judging from the release time of relevant notes, the brand started marketing activities on Xiaohongshu last year. A total of more than 1,500 notes have been released, which have received nearly 360,000 likes. The total sales volume of Xiaohongshu stores has exceeded 160,000 pieces, and the estimated total sales volume has exceeded 40 million.

NORNS LADY's store: As of the time of statistics, the store's total cumulative product sales were 4,287 pieces, and there were 6 associated accounts.

Right Thirty R30 clothing store: As of the time of statistics, the store’s cumulative product sales were 156,000 pieces, and there were 7 associated accounts.

Select the account's note content for analysis:

(Image source: Xiaohongshu)

Attract users and bring traffic to them by sharing notes about outfits shared by influencers or by sharing slices of live broadcasts. The content of the notes is roughly the same, and the influencers who appear in all the notes are the same, which is the logic of attracting users to sell products by placing influencer content.

Relying on the content output of big bloggers can help users form better brand awareness, increase fan stickiness, and promote traffic conversion.

Earth Park, Lingxian and Xiaoxiaosha obtain additional traffic exposure by reusing existing talent content resources. This strategy is low-cost and can effectively utilize content resources.

For clothing products, the investment in influencer content is particularly important. Only by wearing the product can the product effect be better demonstrated. At the same time, such influencer outfit sharing notes or live streaming slice notes can gain additional exposure with the influencer’s own traffic, which is conducive to forming a good brand awareness, improving fan stickiness, and promoting traffic conversion.

The above is the relevant analysis of the content form of the matrix number. From the above analysis we can conclude:

Summarize

1. Different features require different ways of adapting. Brands need to have a clear understanding of their products and make appropriate content plans. For low-decision products, the brand can make its own content, but high-order products require certain expert endorsements to help build user trust.

2. Regardless of whether the content output direction of the brand forms a self-closed loop, there will be traffic overflow. Some people will always choose to search and purchase Taobao brands. The brand must establish a complete traffic acceptance channel to avoid traffic loss.

3. Xiaohongshu is a content platform. The high-quality content accumulated by brands is worth synchronizing to achieve the maximum dissemination and reuse of content, and to achieve multiple growth in exposure and sales. I have previously shared with you the logic of selling products through the matrix trailer. You can refer to: Kos is rising! 3 latest brand cases teach you how to create a Xiaohongshu Kos matrix to sell products.

4. From the perspective of content format, the creation of matrix accounts mainly follows three logics: the logic of self-made content with product display as the core; the logic of self-made batch content to become popular; and the logic of multi-channel reuse of expert content.

5. Xiaohongshu matrix account is just one of the ways for brands to efficiently obtain traffic from the platform. This method can give brands more control over traffic and is suitable for teams that want to experiment and get results quickly at low cost.

This article was originally published by @楠开花on Operation Party. Any reproduction without permission is prohibited.

The title image is from Unsplash, based on the CC0 agreement