00s open stores and sell out products, Xiaohongshu accounts have these 7 key points

How did Xiaohongshu e-commerce develop? The author of this article will explain in detail through 7 key points how to operate and maintain a primary account, how to keep fans active, and how to do emotional marketing. The author will answer the questions based on his professional experience.

Preface

The rise of Xiaohongshu e-commerce in 2023 has also led many cutting-edge brands and Xiaohongshu newbies to enter the Xiaohongshu e-commerce system. Some people have a monthly income of more than 100,000 yuan from Xiaohongshu stores, and some brands have launched popular products through in-site marketing on Xiaohongshu.

There are 7 key factors to pay attention to when operating a Xiaohongshu store. Whether you are planning to open a Xiaohongshu store or have already opened a Xiaohongshu store, it is recommended that you read them several times in the early stages of operation.

01 Creating an account is important, but maintaining an account is even more important

Of course, many users will think this is very simple when they see it, but it is not.

The first phase of our Xiaohongshu e-commerce monetization training camp has begun. Teacher Qingkui explained this part in detail in the third lesson. I will briefly summarize it into a few points:

1. There are also ways to register an account

Register an account, but don’t rush to find your own position and label yourself right away. Instead, don’t perfect anything within one day of registering the account. The first thing is to read the notes and read the popular notes at a ratio of 5:1.

2. Maintaining an account is not just about reading Xiaohongshu notes and filling in information

Read popular notes at a ratio of 5:1, and don’t browse too many categories, as the official cannot monitor your focus. We will complete your Xiaohongshu personal profile on the second or third day: avatar, nickname, signature, background, etc.

3. How to improve account weight during account maintenance

Follow 2-4 experts in the same field who have thousands or tens of thousands of followers every day. When you keep reading this kind of notes every day or follow more experts of the same type, the official will label you and recommend content in the same field to you.

Later, your notes will be officially pushed to the fan user groups of the influencers you follow, as well as users who often read this type of content, which will increase the traffic to your account.

Therefore, when the official labels your account in the early stage, you can give such a "signal".

02 From scratch, take notes first

When you first start operating Xiaohongshu, you must accumulate the number of notes in the early stage. By quickly publishing a certain number of notes, you can provide users with a richer content selection. While increasing the volume, you must also ensure the quality of the content to avoid the counterproductive effect of free production.

When your account is relatively stable and the data and traffic are gradually stabilizing, you can refine the content, but don't post a note every few days.

Recently, some of my friends have opened Xiaohongshu stores and have achieved good results.
The early stage of volume expansion is particularly important.

Don’t post notes in the week after the account is created, just browse. Start posting notes after the second week, but don’t post links yet. Wait until the account data, views, and interactions start to have natural data, then post links.

If a Xiaohongshu account does not place any orders after 7 days of posting a link note, you can abandon this account.

If the average exposure of a note is 1,000, the exposure of 10 notes a day will always be much greater than the exposure of 1 note a day.

When the account is first launched, at least 5-8 articles are guaranteed to be published every day.

03 Even if you have few fans, you can still boost product sales

The number of fans is not the only factor that determines sales volume. Even if the number of fans is relatively small, high conversion can be achieved through high-quality notebook content and precise target user positioning. The key lies in solving user needs and providing products and content that meet their expectations.

Even if the number of fans is small, high conversion rates and explosive product sales can be achieved through precise target user positioning and high-quality content dissemination strategies. The following strategies can be used as a reference:

First of all, we need to identify the target user groups and understand their needs, preferences, consumption habits and other characteristics. This will allow us to develop targeted content and communication strategies to improve communication effectiveness.

The second is to optimize the content strategy, provide valuable and interesting content to target users, arouse their attention and interest. At the same time, pay attention to user feedback, continuously optimize content, and improve content quality and user satisfaction.

The second is to innovate communication strategies and try various communication channels and methods, such as short videos, live broadcasts, partner promotion, etc., to expand brand influence. At the same time, use social media and word-of-mouth marketing to transform satisfied consumers into brand communicators and form a natural communication network.

Finally, it is also necessary to improve user stickiness, actively interact with users, respond to their needs and feedback, establish a good interactive atmosphere, improve user satisfaction through high-quality services and experiences, and lay the foundation for future sales.

04 Don’t always think about saving trouble. One account is not enough.

Matrix thinking can help you discover your brand’s core strengths and competitiveness, thereby standing out in the fierce market competition.

When you are using Xiaohongshu, prepare 3-5 accounts in advance for trial and error. You can't just rely on one account.

It is unwise to rely on a single account for operation. You should consider multi-channel promotion, such as setting up multiple Xiaohongshu accounts, or cooperating with other platforms to expand the influence of big brands and provide high sales performance.

Or you can start operating an account first, and find multiple small accounts to interact in the comment section of the notes. With more interactions in the comment section, the weight of the notes will be relatively higher.

05 No maintenance in the comment section? The store is about to close

Everyone knows the Panpan Beverage account, which unexpectedly became popular last year because of a note it posted. Its followers increased by 100,000 in just 5 months, and netizens called it a "fake account living in the comment section."

1. Improve the conversion rate of notes

Comment maintenance can bring more exposure and attention to your notes. When users see active discussions and feedback in the comment area, they are more likely to be attracted and convert to attention or purchase behavior. Good comment maintenance can stimulate users' interest in notes and increase conversion rates.

2. Activate interaction and increase participation in note data

Through comment maintenance, we can guide interaction and discussion between users, increase the interactivity and popularity of notes. When the comment area is full of active discussions and exchanges of opinions, it will attract more users to participate and form a good social atmosphere.
This will further promote the exposure and dissemination of the notes, increasing their visibility and influence on the platform.

3. Strengthen interaction with fans and improve user stickiness

Comment maintenance is one of the ways to interact directly with users, which can help you build a closer relationship with your fans. By replying to users' comments and answering their questions, you can show your care and concern for users, and increase user satisfaction and loyalty.

4. Collect user feedback and opinions

By carefully reading and responding to user reviews, you can learn about their views, suggestions, and opinions on your product or content.

This is a valuable user feedback channel that can help you continuously improve and optimize your products or content, enhance user experience and meet user needs.

Of course, when we have a Xiaohongshu store, there is no doubt that we will use it to attract customers to the store, otherwise how can you make money?

06. Analyze data regularly and optimize content

Before iteration, I was communicating with some Xiaohongshu operators and managers. They basically did not do data analysis because the data was not very good and directly ignored this step.

During account operation, you need to regularly analyze background data, understand indicators such as note reading volume, number of likes, and number of comments, and use data analysis to find strengths and weaknesses, optimize and iterate the content, and improve the quality of notes. This is why review and analysis are necessary.

Content with poor data should be analyzed in detail, and you should look more at why other people's content data is so good. After going through this process, you will build a problem library and solutions, which will make it less likely for you to fall into pitfalls when creating accounts later.

07 How to create content in the early stage of an account?

If there is only one person operating several accounts, then there will definitely not be much energy to polish the content. In this case, you can build a library of popular articles and "copy" from multiple angles of the product, but not copy it completely. You can imitate the cover style, font, color, layout, title, etc. of the popular products. Compared with figuring out the content yourself, traffic will come faster and the account weight will be better.

Or you can focus on one account first, and review and adjust measures after each step. This will make it much smoother when operating multiple accounts at the same time later.

The progress will be slow at the beginning, but it will be easier once you become proficient. Account maintenance is necessary regardless of whether you are operating one account or multiple accounts.

Secondly, you can go to other social platforms to see if the popular content is also applicable on Xiaohongshu. Here you need to be very careful, otherwise it will be troublesome if you are caught by the original author.

Final summary

In fact, there are many ways to go in the account, of course there are more than these 7 points. Please follow the official account, and the subsequent content will continue to be deepened. We can better optimize and promote Xiaohongshu notes. Both Xiaohongshu operators and new media managers need to continue to learn and grow, keep up with market changes, and cope with the uncertain and changing competitive environment.

From content creation, user interaction to emotional marketing, you must continue to learn and practice during the account operation process, and use innovative thinking and professional skills to drive the brand forward.

In actual operations, we need to flexibly apply these strategies based on our own product characteristics and market positioning. Only by continuously optimizing user experience, improving service quality, and deeply exploring user needs can we stand out from the competition and win the trust and support of users.

Author: Zhuang Jun, public account: Zhuang Jun