One article to understand how 7 types of Xiaohongshu merchants operate? Avoid blindly touching the elephant

Xiaohongshu has more and more merchants now, so how to operate on Xiaohongshu? Let's take a look at the author's method~

We have all heard the story of the blind men and the elephant. The blind man who touched the elephant's leg said, "The elephant is like a big pillar!" The blind man who touched the elephant's trunk said, "No, no, the elephant is thick and long, like a huge python."

The person who touched the elephant's ear interrupted hurriedly, saying: "You are all wrong. The elephant is smooth and slippery, just like a fan."

In fact, Xiaohongshu's marketing operations are also in a state of blind men groping in the dark. Matrix players want to make matrices for everything they see. Brand merchants think that the matrix is ​​too utilitarian, and private domain merchants think that brand merchants are too pretentious, which has led to various contempt chains.

Today I tried to describe the ecosystem of Xiaohongshu merchants and gave my own thoughts on each type of merchant.

1. Individual merchants: natural flow + ROI on-site delivery

Individual merchants are the most numerous merchants on Xiaohongshu. They rely on resource advantages such as origin, supply, and price. Compared with brand merchants, they have no advertising budget, but only the urgency to sell goods.

For individual businesses, getting more natural traffic is the basis. Only by posting, and posting continuously, can you get more traffic.

Before doing this, the first thing is to maintain the account and make it weighted. That is, when you post a note, there are more than 500 eyes on the note and there is interaction. This proves that the account has been successfully maintained, and you can continue to post notes, and then convert the transactions in the store.

For example, Miyi loquat, I have personally seen its sales increase from 1K to 18,000 in just two months. In addition to its product features, I think there are two other reasons:

The first point is that it posts continuously, with two posts every day. The second point is that its account weight is really good. Once you click on the note, its new content will be refreshed.

Similar fruit businesses include Zhaotong Fruit Girl, Xunwei Shanjian, Glowing Orchard, etc.

Individual merchants not only sell fruits, but also a large number of merchants in categories such as beauty, clothing, and home furnishings.

After individual merchants obtain natural traffic and generate sales, the next thing they need to do is to pay for it, using focused ROI to increase sales on the site.

XIAO Zhan Original Studio has quickly started recently, relying on natural flow + spotlight investment. Its sweatshirt sales have exceeded 5 million+, making it the TOP1 sweatshirt brand on Xiaohongshu.

Taobao has instead become a place to display prices, which is enough to show that Xiaohongshu's sales are gradually increasing.

2. Private Domain Merchants: Matrix & KOS*KOL Distribution

Private domain merchants focus on the conversion cost of customers. They are concentrated in industries such as decoration, wedding photography, jewelry, housekeeping, car rental, and printing.

Merchants are divided into two camps: low average order value & private domain; high average order value & private domain.

The average order value is divided into 1,000 yuan. For merchants with low average order value (less than 1,000), the core is still to rely on natural traffic, especially the natural traffic from professional accounts. After running through the high-conversion notes, batch matrix operations are carried out.

In terms of account layout, private domain merchants can use a combination of matrix enterprise accounts + KOS accounts + amateur accounts + KOLs.

Matrix Enterprise Account: The core is quickly replicated and expanded, and different professional accounts are set up for different groups of people and different price points. ≥12 notes are produced per month. The enterprise account serves as the carrier of conversion and the base for conversion leads.

KOS account: the shopping guide and sales staff of the brand. When the advertising consumption reaches a certain amount, they can contact the advertising direct customer to apply, arrange the output of notes through KOS, and have a strong sense of trust. KOS accounts produce 2 articles per week;

Amateur accounts: Amateur accounts convey the most authentic user experience;

KOL placement: cooperate with more than 4 KOL experts every two months

Businesses like Cloud Weight Loss, NIO, Chaohongji, and Platinum Travel Photography are all good examples.

3. Building a brand from 0 to 1: Testing products and selling points

Merchants have just started using Xiaohongshu, their budgets are limited, and their product structures and selling points are not yet mature.

For such merchants, it is recommended that they first collect user suggestions through Xiaohongshu, and then adjust the selling points of the products and iterate continuously.

Publish product recommendations or recruitment notes on professional accounts, calling on everyone to try out and distribute products. At the same time, combine with recommendations from junior experts, read the real feedback from expert users, adjust product selling points, and gradually improve.

For example, aromatherapy and beauty brands, such as the aromatherapy brand Nanchuangwu

For a brand that has just started, it is necessary to recruit and influence the brand’s influencers to find the first batch of fans who are interested in the brand, understand the platform mechanism, and penetrate the crowd through the reverse funnel layer by layer.

4. Regional brands focus on Xiaohongshu

As a strong regional brand, its offline channels are also mature. The core is to gain exposure through Xiaohongshu, with the emphasis on inclusion, to give dealers confidence or to allow products to be displayed.

Compared with the first three types of merchants, these merchants have sufficient advertising budgets. The strategy for this type of merchants should focus on advertising and influencers, with an emphasis on influencer advertising. Offline merchants can do this through influencer store visits, and brand merchants can do this through evaluations by top and mid-level bloggers, thereby raising the brand tone and strength.

At the same time, cooperate with Xiaohongshu advertising to seize category search terms and quickly increase the volume on Xiaohongshu. For example, the milk tea brand Bawang Chaji

5. Building a brand from 0 to 1 with a budget

They have a budget from 0 to 1 and are clients that both platforms and institutions like. To put it bluntly, they have sufficient budget and are basically financing companies or have a strong parent company background.

For this type of merchants, the key is to find the selling points of their own products, core large items, and combine professional accounts and expert placement, especially expert placement. In the early stage, they will look at the volume of distribution, and in the later stage, they will look at the specific conversion data.

In the early stage of the influencer expansion, we used the official product experience, new sprout activities, and then co-created BD influencers to see the influence of influencer interaction on the conversion inside and outside the site.

In the first stage, we will look at the interactive data and the overall delivery cost.

In the second stage, we will look at ROI conversion. Can the ROI on the site be raised to 1? Is there any conversion outside the site? If it can be above 2, we can continue to increase the volume on Xiaohongshu.

Platforms such as IS, Guanxia, ​​and Her Research Society also belong to this category of businesses.

6. Grab a spot from 1 to 10 categories

This type of merchants have many influencers and advertisements on Xiaohongshu and are familiar with the platform’s rules. They have achieved a growth from 0 to 1, with sales exceeding 100 million.

What we need to do now is to seize category words, that is, when users search for category words, whether it is expert notes or advertising notes, they should occupy a larger category share.

Why seize the category?

Because category = demand, occupying a category means getting greater demand. In terms of occupying a category, you can use professional accounts and expert notes to focus on searches and occupy the category, taking the Chirui oral brand as an example.

In order to seize the track, we use KFS, especially search, to seize the keywords of categories, brands, scenes, and crowds, and seize the brand's position in the category.

7. From 10 to 100 brand customers

For large brand customers, the core is still to focus on product promotion, increase brand potential, and strengthen user awareness, such as Estee Lauder, Xiaoguan Tea, Wuliangye and other brands.

The core is exposure, that is, spending a large amount of budget to expose the brand. This requires not only professional accounts, influencers, and advertising, but also the joint cooperation with Xiaohongshu IP to increase brand awareness.

The tools in the above picture can directly arrange delivery, maximize the overall budget, and achieve saturated delivery. This type of delivery will be supplemented later.

The above are brief operation plans for 7 different types of businesses. Only when we understand the overall situation can we avoid operating in a blind manner.

Author: Jianghe Chats Marketing WeChat Official Account: Jianghe Chats Marketing