Behind Xiaohongshu's monthly e-commerce sales of 3 million, I have summarized a set of methods

With the rise of Xiaohongshu e-commerce, small and medium-sized brands are thinking about how to do Xiaohongshu e-commerce and how to operate Xiaohongshu stores. I am also wondering whether I can do Xiaohongshu e-commerce in my spare time. In this article, the author gives the answer, which is divided into three parts. Let's take a look.

Recently, many small and medium-sized brands have asked me questions about Xiaohongshu e-commerce and store operations. The topic of small teams and individuals doing Xiaohongshu e-commerce in their spare time is gradually increasing.

On the one hand, Tmall’s traffic costs are increasing, and on the other hand, Xiaohongshu e-commerce is more suitable for newcomers. So in this article, we will talk about Xiaohongshu e-commerce for personal side businesses, factory transformation, and brand opening up new sales channels.

Contents of this article:

1. Personal sideline income from Xiaohongshu e-commerce

2. Factory transformation into Xiaohongshu e-commerce

3. Brands increase sales through Xiaohongshu

1. Personal sideline income from Xiaohongshu e-commerce

There are three ways to monetize Xiaohongshu:

1. Commercialization
2. Open a shop for free
3. Live streaming sales

Individuals can earn a certain amount of income on Xiaohongshu by selling products, creating content, and promoting products, and it is also a channel for most people to make money.

Through product promotion, individuals can recommend products and sell them through their own promotional links or discount codes, and obtain a certain commission or commission from them. This form of product promotion can obtain corresponding income based on the sales volume and sales amount.

Through content creation, individuals can publish interesting and valuable content to attract fans' attention and interaction. After gaining a certain fan base, individuals can cooperate with brands for advertising promotion or endorsement, and receive brand cooperation fees.

Next, let’s take a look at some of the recent achievements made by our friends on Xiaohongshu.

1. Case study of a kid around me 1: Daily sales of 500-1300 yuan

Let me first report the achievements of the team members. At present, their daily sales amount is between 600-1300 yuan, about half a month. The products they choose are cycling-related products, and the average customer price is about 29 yuan.

Although the average order value is relatively low, considering the volume, this approach has achieved some small results.

Our team currently tends to select home furnishings and small appliances, with a gross profit margin of 35%-50%. In March, we made a handheld iron, which became a small hit, with around 3,000 orders.

2. Team Case 2: Monthly Sales of 30,000-50,000 Yuan

In one month, Xiaohongshu’s account had over 200,000 exposures and 15,500 product visits. According to statistics as of May 18, the payment amount increased by 3967.69% compared with the previous month. There should not have been many sales orders last month, but sales have skyrocketed in just one month.

3. Wang Yuanyuan Sweet Potato and Melon Case: Sales of 1.2 million

Eco-friendly sweet potatoes are 39.9 yuan , more than 18,000 pieces have been sold, with a sales amount of 718,200 yuan

Ecological three-piece sweet potato 49.9 yuan, 7693 pieces sold, sales amount 383880 yuan

Ecologically grown melons are 49.9 yuan , 1,797 pieces have been sold, with a sales amount of 89,670 yuan

Including dozens of other sales, we counted more than 9,000 yuan

718200+383880+89670+9000=1.2 million yuan

(Overview of Xiaohongshu account: 5757 followers, 38,000 likes and favorites, 1024 notes)

The account of Wang Yuanyuan has published 1,024 notes, which is already a very high number. It is not difficult to see that this account must have been widely published in the early stage. Although the note data is not optimistic, it is enough for users to place orders in the Xiaohongshu store and retain them.

The notes of this account are mainly presented in the form of videos, with rich content. We can see from the picture above that although it is in the form of a video, the product as a whole looks very appetizing, and the cooked sweet potatoes can float through the Internet to the user's sense of smell.

If you want to open a store on Xiaohongshu and don’t know how to choose products, why not consider the logic I gave you?

Product selection is actually not that difficult. The first thing is to determine the track, then look for popular products on various social platforms, and then make decisions based on the data from Xiaohongshu to judge whether the product is worth making and whether it can make money. As long as you have a product selection mindset, product selection is actually not difficult.

4. Personal product selection logic

(1) Identify precise users: in line with the crowd’s tone

The users of Xiaohongshu are mainly women aged between 18 and 40. Therefore, 80% of the products are centered around the needs of this type of users. So when we first start opening a store and don’t know how to choose products, we might as well think about: what products do women like, which have a lot of materials and are easy to produce? What products have a high repurchase rate and a short user purchase decision cycle?

For example, the sweet potato above, the idea is that modern young people focus on fat loss, and buy this product mainly for breakfast and to fill their stomachs. So we can extend our product selection thinking to pumpkin, free-range eggs, purple sweet potatoes, etc.

(2) Product selection should be vertical: accurate user reach

At the same time, when selecting products, it is best to be vertical and choose vertical categories. The traffic distribution is more accurate and the target population is relatively accurate. If there are too many products across categories, we may not get good results in the early stage.

If you want to open a Xiaohongshu store in the clothing industry, then you can choose products such as clothing. Of course, you can also focus on a certain type of product. For example, if you want to buy woolen sweaters, you can only sell woolen sweaters, and all the content in the notes will only revolve around woolen sweaters to reach users.

I can also recommend some popular categories on Xiaohongshu: mobile phone cases, bedding, fruits, clothing, shoes and bags, home furnishings, accessories, kitchenware, snacks, toys, beauty products, green plants... Most of them are based on categories related to users' daily lives.

More cases will be updated...

2. Factory transformation into Xiaohongshu e-commerce

I have said before: Traditional brands are worth doing again on Xiaohongshu . Offline furniture, kitchenware, porcelain factories, food wholesale, etc. can all open up sales channels on Xiaohongshu.

Factories may face some challenges in transforming into Xiaohongshu e-commerce, but they also have the opportunity to gain a broader market and more sales opportunities. When considering transformation, factories should conduct sufficient market research and strategic planning as well as crowd insights to ensure the feasibility and success of the transformation.

The following Xiaohongshu success cases are analyzed in detail, showing how they sold more than 4.8 million in one month on Xiaohongshu.

1. Case: Mixiaomeng Textile Factory

This case is about bedding. I started posting notes on Xiaohongshu on April 4. As of May 19, I have posted 240 notes and received 299,000 likes and favorites.

This account has been in operation for less than one and a half months, and it has sold more than 100,000 products. With 15 products and an average price of 50 yuan per product, it has already earned more than 4.8 million yuan on Xiaohongshu. This amount is unimaginable offline.

Bedding products are very scenario-oriented, such as on the bed, on the clothesline, in the washing machine, in the packaging and shipping scenarios, etc. We learned from the account content that the notes are mostly displayed in the form of pictures and texts, showing the product details and the overall style and color on the bed, presenting the most realistic and common scenes to users.

This type of product also combines high-profile and high-topic content such as "Specializing for boyfriends", "Mom, help me make my bed", "Mother-in-law, help me make my bed", and "Welcome to my house " to stimulate users' desire for interaction.

(Overview of Xiaohongshu notes: likes - 14,000, favorites - 6,088, comments - 342)

The cover of this note shows two quilt covers on a small bed. The cover is creative, with the two sets of bedding displayed crosswise, giving users a very novel feeling. It also triggers users' speculation, whether two quilts on one bed are for sleeping separately, etc. The inner pages show product details to satisfy users' desire to know the real materials of the product.

2. Copying homework

If you have a Xiaohongshu store, quantity is not the most important thing. What is important is that your content can reach users and encourage them to place orders in your store. At the same time, when you are introducing a product, users are not willing to read a monotonous introduction of the product. Letting users enter the scene and expand their thinking will be more friendly to the completion rate of videos/pictures and texts.

Operators of Xiaohongshu stores should also attach great importance to interactive communication with users, and pay attention to user feedback and preferences, so as to better adjust the positioning and promotion strategies of products and brands.

We can also see a variety of exquisite goods, including traditional factory-made products such as furniture, kitchenware, porcelain, etc. These traditional goods have regained their luster on Xiaohongshu and attracted the attention of many young consumers. The ever-expanding Xiaohongshu matrix has opened up a wider sales channel for these traditional goods.

These products not only meet people's daily needs, but also inherit historical culture and become a new medium for cultural heritage, making traditional products shine again on Xiaohongshu and attracting the attention of many young consumers. The ever-expanding Xiaohongshu matrix has opened up a wider sales channel for these traditional products.

3. Brands increase sales channels on Xiaohongshu

Brands invest a lot of time and energy on Xiaohongshu to interact with users and publish product information, thereby increasing sales and improving brand influence.

When working with Xiaohongshu bloggers, brands need to ensure that they choose bloggers that match their brand positioning and target audience, and conduct cooperation negotiations to clarify the content, methods and objectives of the cooperation.

In addition, establishing good cooperative relationships with bloggers, providing high-quality products and services, and maintaining integrity and compliance in cooperation are all important factors.

We can analyze from three perspectives:

1. Find a Xiaohongshu influencer to live stream

Xiaohongshu is currently promoting the live streaming section. This format has brought more interactions and purchase opportunities for brands, bloggers and audiences, and has recently become a trend in the e-commerce field of Xiaohongshu. Dong Jie, who was very popular some time ago, is a good example. Now brands want to sell their products in Dong Jie’s live streaming room, with a single product slot of 40,000+ and a 20% commission.

Little Red Book blogger [Fang Luoluo]

This blogger's content tends to be a collection of multiple products, and the products he recommends are very appealing. At the same time, his fan base is very sticky and they trust the products that the blogger recommends. We can see that the things that the blogger recommends are actually not cheap.

This is also different from the main ideas of other bloggers: affordable prices and student-oriented products. They are more inclined to niche products. The products selected in their live broadcast rooms are also niche products, which is somewhat similar to the product selection style of Dong Jie's live broadcast room.

The popularity of each of Fang Luoluo's live broadcasts is about 50,000 to 70,000. In the niche women's shoe category , Fang Luoluo sells 800 pairs of shoes in one live broadcast, with an average customer order value of 399-500 yuan. 800 pairs multiplied by 500 yuan equals a total sales volume of 400,000 yuan. The threshold is a 1,000 yuan slot fee and a 20% commission.

Another case is that of a member of Content Villa, a young brand of lumbar pillows and protective pads , who asked Dong Jie to sell their products through live streaming. The slot fee was about 40,000 yuan. This brand achieved very good sales data in Dong Jie’s live streaming room. The sales data of the third live streaming was 700,000 yuan, and the commission was also 20%.

Dong Jie's live streaming brought remarkable sales data to the young lumbar pillow pad brand - Waist, proving the potential and effectiveness of live streaming in the field of Xiaohongshu's e-commerce. This also shows that choosing the right blogger to cooperate with is one of the important strategies for brands to increase sales and brand influence.

Of course, choosing the right influencer for live streaming sales depends on the brand’s budget.

If brands want to increase sales this year, they must participate in the live broadcasts of Xiaohongshu influencers.

2. Xiaohongshu blogger circle private domain

There are many Xiaohongshu bloggers on the Xiaohongshu platform who have their own group chats or WeChat private domains. When communicating with bloggers, you can also talk to them about cooperation in private domain product promotion.

In addition to the spread of information on Xiaohongshu notes, the blogger’s WeChat private domain/Xiaohongshu group chat private domain can also help brands. I will not elaborate on them here.

3. Find Xiaohongshu bloggers to promote your products

Bloggers usually share the products they have used and provide specific experience and methods of use. These sharings can bring more references and inspiration to consumers, and can also make consumers trust bloggers more and be more receptive to products. Bloggers can often achieve good sales.

Final summary

If an individual wants to increase his income every month, he must be diligent and study more sales notes. The fate of someone who posts 3 notes a day and someone who posts one note a week is really different.

For a factory to transform into an e-commerce company on Xiaohongshu, it must mainly understand the preferences of the people who use Xiaohongshu and choose the products that are currently selling well.

Finally, for brands, increasing monthly sales through the channel dividends of the Xiaohongshu platform is still the top priority at the moment.

Author: Zhuang Jun

Source: WeChat public account "Zhuang Jun (ID: zhuangjunweixin)"