5 ideas for creating hit products on Xiaohongshu, used by more than 300 million brands!

If you want to create a product that quickly takes over a market, what factors should it have? This article lists five factors for your reference. Let’s take a look!

Recently, some friends often ask me, if I want to make a product that can quickly take over a market, what factors should I have? The following 5 points are for your reference.

One of my former students tried it on his own about two years ago after listening to my content. Now he can achieve a GMV of about 35 million per year.

Based on this volume and the results of his own experiments, I hope the following five points will be helpful to everyone.

Contents of this article:

1. Good-looking: the first cover that attracts the crowd
2. Customized for the crowd - you really understand me!
3. Strong social attributes——Desire for fission and dissemination
4. High cost performance – low decision-making cost
5. Large-scale joint ventures - the key to breaking the circle

1. Good-looking: the first cover that attracts people

Good looks not only refer to the appearance of the product, but also the packaging with emotional value. For example, the product Jitai was shown on Dong Jie's live broadcast room some time ago, and the sales amount was about 700,000.

Products like this are easily spread, accepted and referenced by young people. A little effort should be put into the product packaging, just like the cover of a notebook, which should attract people at first glance.

Therefore, when doing e-commerce, communication, and branding, you should pay more attention to the product packaging.

2. Customized for the group of people - you really understand me!

Before creating a product or brand, you must understand that in this era, value is no longer generated by the product’s efficacy.

Of course, we do not deny that products must be effective, which is the basis and also very important, but the core point is: this product is customized for me by the brand. If it can be done well, it is generally reflected in the service, and users can understand the brand style at a glance, including the output content and outline.

People, goods, and place, the goods must be designed specifically for the brand.

People - that is, users. What kind of users is this product aimed at?

Goods - that is, products, must be designed for the target group and can solve certain problems for users;

Scene - that is, the scene, which is taken into consideration when creating content;

Therefore, only by customizing for the crowd can there be a chance of success;

3. Strong social attributes - desire for fission and dissemination

I have seen many products that actually do not have social attributes. Social attributes have three meanings:

The first is whether the user wants to spread the word after buying the product, whether he wants to tell people around him that he owns the product, which can also be understood as a kind of pretense;

The second point is whether users can use the product with their loved ones or give it as a gift after buying it. This point is also very important.

The third is that some products can be given away as gifts from the very beginning. No matter which group of people they are given to, they more or less have this attribute in them. If not, the marketing costs will be very high.

4. High cost performance – low decision-making cost

High cost-effectiveness lies in whether the user’s decision cycle is short when purchasing your product.

For these products on the Xiaohongshu platform, users do not need to check a lot of information, compare products, and perform a series of actions before they can complete the transaction. The price is around 500 yuan, and their thinking cycle is relatively short.

For example, small household appliances, maternal and child products, etc., users will have the desire to buy after seeing them, and this group of people is very precise. In addition, when the content is more precise, the content will touch them and they will want to buy it, so there will not be too long a transaction link cycle.

For products such as large household appliances, users have a long purchasing cycle. They will consider a demanded product for a long time, and may have to be approached five or six times, or even seven or eight times before a transaction is completed. Therefore, the chance of this product becoming a hit is relatively low.

5. Wide-ranging collaborations – the key to breaking the circle

When a brand reaches a certain level and has accumulated some experience, and is recommended by users and bloggers, can it arouse other brands’ interest in co-branding with us? Of course, resources are also important. For this, a key step is that this type of product can be co-branded with other products, or jointly promoted.

If a brand has such attributes, it is also the reason why it can break the circle, because the brand itself has the factors to break the circle, and it is also the value of the co-branding. Of course, this is based on the fact that others want to co-brand with you, and this product or brand is better accepted by users and the market.

VI. Conclusion

1. Good-looking: the first cover that attracts the crowd

2. Customized for the crowd - TMD really understands me!

3. Strong social attributes - desire for fission and dissemination

4. High cost performance – low decision-making cost

5. Wide-ranging collaborations – the key to breaking the circle

The above five points are what the author [Zhuang Jun] wants to tell you. If you want to make a product, enter a market, or even a niche field, if you want to break through quickly, then you must pay attention to these five points.

Especially customized for the right group of people and with strong social attributes, so that our marketing costs become lower and the speed of dissemination becomes faster.

After doing all this, if the brand profit is OK, don’t price the product too high, because your barrier is not that strong;

In addition, to expose faster in a short period of time, you should first test it on a small scale. If the test is effective, you should quickly enlarge it.

Author: Zhuang Jun

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