Xiaohongshu's second sister in sales | What's behind GMV of 5 million+

This article systematically introduces the success and influence of Zhang Xiaohui's first live broadcast, analyzes the reasons for its success, and predicts the future development trend of Xiaohongshu live broadcast on this basis. The content is relatively comprehensive and in-depth. The author's point of view is also relatively objective and rational, and has certain reference value. It is recommended for those who want to understand Xiaohongshu's brand marketing.

Can you believe it? From March 31st to May 22nd, in just less than 2 months, Xiaohongshu has cultivated 2 live broadcast giants . Dong Jie and Zhang Xiaohui respectively appeared on Xiaohongshu to live broadcast and sell goods, which attracted a large number of users to buy crazily. At the same time, it also drove the sales of niche brands and high-priced products on Xiaohongshu.

Zhang Xiaohui's first live broadcast made the platform's sales reach over 600 million, rushing to the top of the sales list, while Dong Jie topped the list with 8 consecutive hours of high-intensity live broadcast. The two women each delivered impressive sales results, creating the best results so far for Xiaohongshu's live e-commerce.

1. The number of people in Zhang Xiaohui's live broadcast room quickly exceeded 600 million

Do you know Veronica Yip? Did you watch Veronica Yip's live broadcast on Xiaohongshu on May 22?

If you don’t know, I believe you were also flooded with her live broadcast last night. This Hong Kong star, who is known as the "first-generation queen of selling goods" and "spendthrift socialite", conducted her first live broadcast on Xiaohongshu. The shocking result was that she crashed the server in just 2 minutes!

The entire live broadcast lasted only six hours, but the total transaction volume has reached over 50 million! The number of users in the live broadcast room reached 600 million throughout the live broadcast. She is really powerful!

It is worth mentioning that even with Dong Jie's outstanding performance, it only had 230 million views! So why is Zhang Xiaohui's Xiaohongshu live broadcast so popular?

2. How did she achieve a GMV of over 50 million in a live broadcast?

I believe you often watch live broadcasts, so what is the logic of a successful live broadcast marketing? In other words, why can a live broadcast room make you calm down and listen to the blogger?

The last time I talked to a friend, I learned that when she was surfing on a social platform, she saw a live broadcast of a big gold shop brand. The designs were very beautiful, and the user was immediately attracted. In addition, it was 520, and the discounts in the live broadcast room were huge.

So she watched in the live broadcast room for 10 minutes, but the two products she liked were still not on the shelves. So she kept waiting and listening to the blogger's introduction. An hour later, the products were finally on the shelves. So she stayed in this live broadcast room for an hour and a half before she bought the products she wanted.

So an effective live broadcast is:

I want to buy your product and I am willing to listen to you.

Zhang Xiaohui talks about her life in the live broadcast room, and I am looking for inspiration for my life

Let's talk about the biggest difference of this live broadcast. The top sales are selling the beauty of life.

Different from traditional live streaming with goods, this kind of live streaming focuses more on conveying a better lifestyle to the audience . By showing personal life, inspiration and experience, it arouses the audience's resonance and yearning for life .

By showing her own condition and unique style, Gigi Leung conveys a sense of healing. Her image and experience demonstrate the undefeated beauty of time, which makes people feel comforted and at ease.

Gigi Leung uses figurative language such as world famous paintings to describe the eyeshadow palette, allowing the audience to understand the effects and charm of the product more sensitively. She bases this on her own real experience, which makes people have a real and credible desire to buy.

Describing the color of lipstick as lips that have been kissed is a hair growth device; she tells you that after using this product, the biggest and most immediate effect is that it stops reducing hair loss, which makes you sincerely believe that she really used it, and she knows too well that the first step to treating hair loss is to stop hair loss

Different from other live streamers, Gigi Lai has productized her own choices. Among so many people doing live streams, she is the only one who has productized "her own choices." She combines the selected products into different "rose boxes" and relies on the combination of products to amplify the same effect .

The products are combined into different "rose boxes" to meet the different needs and purchase points of users. This productization method reflects the uniqueness of her personal taste and choice. The names of the high skull box, satin hair box, and summer body fragrance box are all based on the pain points and buying points of users. Just ask which "box name" does not hit the needs of girls.

The productization also means that unlike pure product promotion, she is nurturing her own brand: roses are roses that she sells, not products, but her taste and choice.

Gigi Leung was extremely "relaxed" when introducing the products. She introduced each product at a leisurely pace. Following her rhythm, reading poems and paintings, and understanding the value of each product and some small stories about her use process, it was really enjoyable. Some netizens said: After watching Gigi Leung's live broadcast, there is really no way to come out empty-handed.

As can be seen from the picture below, the prices of products in Zhang Xiaohui's live broadcast room are mostly over 300. Some are expensive, while others are relatively affordable. In terms of product selection, it is more in line with the usage behavior of young people.

From weight loss products to skin care, makeup products, and hair care, most of them are niche brands that you have never heard of.

The success of her live broadcast also shows her understanding and insight into the needs of female users. She is nurturing her own brand and building resonance and trust with users through personal taste and choice.

This live broadcast also has far-reaching significance for the industry, indicating that price competition is no longer the only solution. Niche brands can make profits in the long-tail market by following the logic of buyer stores.

The platform is also facing new competition, because the core logic of the Internet is "time consumption". Consumers will become more and more picky about good experiences, whether it is products, content or experience. Therefore, in the future, more live broadcast IPs in vertical fields similar to Zhang Xiaohui may be discovered.

I have to say that Gigi Leung really understands girls and understands their needs.

3. Future trends of Xiaohongshu live streaming

Before May 22, who would have thought that Gigi Lai’s content would make people want to leave after watching it once? There should be many "Gigi Lai" in vertical fields that will be gradually discovered.

The products she selects for her live broadcasts are all things that she likes to use in her daily life, and she has been using them all the time. Some of these products have been around for a long time, and what is rare is that she still uses them today. When she broadcasts live, she can tell the story of her connection with each brand, as well as the heart-warming moments when she used each product. No one can refuse this kind of "sincerity".

Xiaohongshu's live streaming has achieved certain success. Dong Jie made sales of 30 million in one live streaming, and later Zhang Xiaohui made sales of over 50 million in one live streaming . Xiaohongshu seems to have found the underlying logic of live streaming sales. It has to be said that they are really good at selecting people.

It has also attracted a large number of users and brands to pay more attention to the Xiaohongshu live broadcast section. In the future, Xiaohongshu live broadcast is expected to continue to flourish, attract more well-known anchors and brands to cooperate, and expand the user base.

The live streaming section of Xiaohongshu will definitely be changeable, and merchants will definitely need to be creative and iterative in terms of content, live streaming methods, personalized recommendations, and interactive methods in the future.

Content innovation and optimization: In order to attract users and improve the viewing experience, Xiaohongshu Live will continue to innovate and optimize its content. The anchors will explore more novel and interesting ways to showcase products and attract audience participation, such as interactive games, professional knowledge sharing, etc.

Personalized recommendations and customized shopping: Xiaohongshu live broadcast will pay more attention to the personalized needs of users, and provide users with more accurate product recommendations through data analysis and intelligent algorithms. At the same time, the platform may explore customized shopping services to meet users' personalized shopping needs.

Strengthen social interaction: Interaction with users in the live broadcast room is crucial. Whether you can arouse users' desire for interaction will indirectly affect whether users are interested in your products. Brands should focus on providing more topics that facilitate interaction between users and anchors and other viewers, so as to increase user participation and stickiness.

Cross-border e-commerce expansion: Xiaohongshu live streaming has achieved certain results in the domestic market. In the future, it may further expand into the cross-border e-commerce field, attract more attention from overseas brands and consumers, and achieve global sales.

Summarize

The future trend of Xiaohongshu live streaming is continuous development and innovation. The live streaming styles of Dong Jie and Zhang Xiaohui show that live streaming does not require a lot of noise or hype. Instead, a quiet and slow live streaming is exactly what users prefer. Rather than selling goods, it is more about sharing life.

Xiaohongshu has recently launched the Xiaohongshu Local Life function. Merchants can also do live broadcasts in this direction to increase the exposure of their current stores and the rate of store visits.