Xiaohongshu achieved 800,000 sales with just 2 non-commercial hot articles, a must-read for low-cost marketing!

On Xiaohongshu, how can brands bring traffic and sales conversion to stores without relying on paid promotion? In this article, the author disassembles the note cases of 2 stores. Let's take a look, which may provide you with some reference.

I often receive messages like this:

1. Can small brands with low budget succeed on Xiaohongshu?
2. What content format on Xiaohongshu is most effective in promoting content?
3. Which type of note flow is best for pictures, texts or videos?

Recently, when we were organizing Xiaohongshu notes, we observed some popular notes in the 3C category and found that these notes brought huge traffic and sales conversion to related stores without any paid promotion methods, relying purely on natural traffic.

The following article analyzes two stores that are doing well: Dai Rui and Beijichen. I hope it can provide some reference for everyone.

1. Dai Rui

Dai Rui mainly sells sleep headphones, headphones, protective cases and power banks, with the average customer price of headphones being around RMB 69. All of his notes are non-commercial, and he has driven sales of around 80,000 headphones with just two best-selling notes .

(Data source: Huitun Data)

The following is a breakdown of the relevant notes:

Among the 418 observable notes, only 26 were related to headphones, and all of them were non-commercial notes. These notes had more than 145,000 interactions, bringing great natural exposure to the product.

It is worth noting that the accounts that posted these highly interactive notes have relatively low follower counts, most of which do not reach 1,000 followers.

Typical Notes 1

Character setting + product features : "A female college student wore it for two years", creating a real sharing scenario, triggering users' curiosity and wanting to know what it is mainly about.

The content format of short videos. Use the method of shooting to shoot headphones on a simple desktop as video material. There is no need to shoot jokes, nor does it require a complicated story script, nor does it require overly delicate pictures or superb editing techniques. It only needs to convey a few messages:

1. I have been using this headset for a long time and it is still very useful. Now I want to praise it;
2. This headset is affordable at only a few dozen yuan, which meets the needs of frugal female college students;
3. The size of the earphones is just right to cover the ears, no noise can enter (insert relevant scene: roommates will not be disturbed when getting in and out of bed or blow-drying their hair), and there will be no sound leakage when the volume is turned up high;
4. Based on my experience, I suggest you don’t buy expensive headphones. This one is enough until you graduate.

Typical Notes 2

"Affordable price + Pin xx" calls for no price increase, and also creates a real sharing scenario, triggering users' curiosity to know what it is mainly about.

The content form of short videos. Use shooting methods, simple backgrounds, and sharing of experience to convey several messages:

1. Sharing my usage of Pinduoduo’s good products. I bought this headset a while ago. Compared with the one my roommate just bought but it leaks sound, mine is still working well.
2. This pair of headphones looks good, and the combination of gray and pink with the tender colors will not cause any clashes;
3. The price is affordable, only a few dozen yuan, available at level 4, and can be used for making phone calls;
4. Based on my experience, I suggest you try it if you need headphones.

The titles of these two notes are irrelevant to the products being promoted, but the topics are close to life and are more likely to attract clicks from young people. None of the above notes mentioned the source information of the product during the sharing process, but aroused the curiosity or resonance of users through the topic + scene.

Then, we attract users from aspects such as the price, appearance, and practicality of the headphones. Starting from the users' psychological needs, we hit their pain points and guide them to learn more relevant information.

(Image source: Xiaohongshu)

It has made great efforts in the maintenance and guidance of the comment area, and has made the comment area active through store guidance, order sharing and squatting reviews , etc., to achieve good drainage effect. (I have previously explained a similar case to you: How to use hot topics on Xiaohongshu before Double 11 to create low-cost hot products?)

Relevant data shows that Dai Rui has successfully applied this set of gameplay to the marketing process of Dai Rui heating scarf, Dai Rui sleeping headphones and other products, and achieved considerable profits.

(Data source: Huitun Data + Business Advisor + Taobao Platform)

To sum up, Dai Rui's method of natural explosive articles + comment area marketing has great reference value and can provide useful reference and inspiration for other companies.

2. Arctic Morning

The related products sold by Beijichen include Bluetooth headsets and smart watches, among which the unit price of Bluetooth headsets is about 119 yuan . Its notes are also naturally popular.

(Data source: Huitun Data)

There are a total of 90 related exported notes, of which 59 are related to Bluetooth headsets . All of these notes are non-commercial notes, with more than 322,000 interactions, which has brought great natural exposure to the product.

Similarly, accounts that publish relevant content and have high levels of interaction are concentrated among accounts with very low numbers of followers, most of which are amateur accounts with less than 1,000 followers .

Typical Notes

Product selling point + emotional appeal + hot topic : The sharing of female college students using Pindaddy’s good products creates a real sharing scenario, triggering users’ curiosity and wanting to know what it is mainly about.

The content format of short videos. Shooting in a simple environment, highlighting the product, and creating a scene makes sharing more real:

1. Bring it to the library to block out outside noise and not be disturbed. I didn't notice the library was closed several times and needed the administrator to inform me in person.
2. I accidentally lost it and only found out through customer service that it has a positioning function;
3. When memorizing words for the CET-4 and CET-6 exams, I turned on the multi-speaker mode and heard them very clearly;
4. Finally, based on my experience, I recommend sisters to try it, and there are matching shells.

The entire video sharing subject of the above typical notes is headphones . The experience of using the headphones is described by playing with them. The shooting is simple and convenient, and the subject is prominent.

(Image source: Xiaohongshu)

It has made great efforts in maintaining and guiding the comment area, making the comment area active through store guidance, order posting and evaluation , thus achieving good traffic-generating effects.

Similarly, Arctic Morning's gameplay was also used on its smart watches , bringing it very good profits.

(Data source: Huitun Data + Business Advisor + Taobao Platform)

Conclusion

The above cases are typical examples of using natural explosive articles + comment area to attract traffic and achieve conversion. We have summarized the following two typical characteristics of this type of notes:

1. Naturally popular articles

In Xiaohongshu brand marketing, natural explosive posts mean low investment + high exposure + continuous long-tail traffic . Through natural explosive posts, brands can increase the search popularity of their related products and successfully achieve grass-roots conversion.

1) In the process of creating organic hot articles, we need to fully consider factors such as target audience, usage scenarios, price range, and product features. Ensure the compatibility and unity of these factors, and use scenario-based content to softly plant the seeds for potential customers, converting the needs of potential customers into the attention and purchase of target users.

2) Emotional value is the first productive force of low-fan hot articles . Unlike high-fan hot articles, low-fan hot articles are often in the exploratory stage and have less private domain traffic. Therefore, in addition to choosing a good title, we also need to use hot topics, high emotions, and exaggerated/curiosity expressions to attract natural traffic, increase interaction, and give hot articles emotional value, thereby increasing the hot article rate.

3) The creation of explosive articles requires the team to have a certain degree of continuous innovation, be able to change the explosive article templates in a timely manner, and create more note content that is popular with users.

2. Comment section marketing

The comment area of ​​Xiaohongshu's seeding notes has become a new marketing focus. An excellent comment marketing strategy can effectively increase the weight and volume of seeding notes, thereby bringing more traffic conversion.

1) In order to improve the effect of note seeding, we can adopt appropriate comment guidance strategies. Among them, it is a common practice to put key information on the top , which means putting comments about product or store information on the top so that users can easily obtain relevant information.

2) Commenting and posting is also an effective strategy. We can invite users to post their reviews in the comment section, and make the comment section more authentic through screenshots or text. We can share the purchase process, product experience and evaluation with users, thereby providing more convincing information to other users.

3) Squatting reviews is also a common strategy for guiding reviews. By squatting reviews and building a community, we can make the review area more active, more interactive, and attract more people to click in to learn about the product.

In addition, we have made a summary of the comments with high conversion rates on Xiaohongshu, which you can use as a reference based on the situation in your category:

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