Inconspicuous, but very profitable! Three major operating strategies of Xiaohongshu

Introduction: This article focuses on the operation methods of Xiaohongshu, and shares operation experiences involving many aspects. In addition to very practical business strategies, there is also a methodology for quickly creating an account. Come and learn!

Today I will share my thoughts on Xiaohongshu's operations based on what I have heard, seen, and practiced recently. They involve three strategies: Zhengzhou-based content e-commerce, batch operation of advertising accounts, and Xiaohongshu's traffic costs. I hope everyone will have different thoughts.

1. Zhengzhou-based content e-commerce

Regarding Zhengzhou-based content e-commerce, my thoughts after seeing the content posted by Captain of Industry Operations are as follows: the entire business approach is viewed from six aspects: categories, transaction channels, traffic channels, gameplay, assessment indicators, and products.

Find categories: non-standard products, or products without big leaders in the field, such as Chinese herbal tea, pet supplies and health care products.

Trading channel: cat shop.

Traffic channels: new media such as Douyin, Kuaishou, Xiaohongshu, etc. and keywords such as Baidu Q&A and Zhihu.

How to play: recruit people, create accounts, and create keywords. Import relevant keywords into the cat store.

There is a keyword for each category. Through new media traffic, product keywords are introduced to guide users to enter Taobao search and complete transactions on Taobao.

All you need to do is recruit people and post all kinds of junk content: even a novice can do it, and it has no technical content. For example, the functions/life skills of Chinese herbal tea drinks, pretending to be a third-party user to promote the brand.

Never invest in traffic, never look for big Vs to do it, recruit people in batches, create accounts in batches, and drive large-scale traffic to Taobao stores. Each content operator is assigned a few keywords, that is, categories.

Evaluation indicators: content traffic, keyword store searches, and transactions.

What to do if the account dies when you make a batch of accounts? No need to buy, just find an ordinary person to post on your behalf, one post is only a few dollars. Each operator posts at least 5 posts a day, and the company pays for the posting.

Products: Building factories in other cities in Henan, with a product gross profit of about 70%-80%. A content operator can get about 30-50 keywords per day, with a 20% conversion rate and about 5-10 orders.

The average customer spending is about 100 yuan. On average, a new content can generate sales of about 30,000 yuan. If there are 100 people, that is 3 million yuan, which is close to 40 million yuan a year. Many companies have made hundreds of millions of yuan every year.

The content operation staff has a base salary of 3,000 yuan and receives commissions from sales. The profits are huge and there is no need for financing, investment, or any other kind of strategy. It may look very unsophisticated, but it is actually very profitable.

Thinking: Zhengzhou-based content e-commerce has matured in 2021. At that time, some cosmetics brands asked college students to post notes, especially girls from dance departments, and the articles became popular as soon as they came out;

However, as most of its products are sensitive items, such as axillary odor and soft masks, the platform also took restrictive measures. Merchants subsequently avoided this through advertising, and are relatively restrained now.

This kind of strategy has been proven to be effective in some clothing categories. For example, merchants of the bare-leg artifact cultivate their own influencers. After the influencers publish notes, they first sell French fries and then advertisements. When the advertising ROI is positive, they create accounts in batches and squeeze out all the traffic from the platform.

It is worth noting that this type of strategy focuses on small categories, strong pain points, and locks in brand names. Small categories are blue ocean categories, which are usually markets that big brands are reluctant to enter, and strong pain points are real pain for users.

Such as axillary odor and traditional Chinese medicine, and then the notes are invested in the brand name, allowing users to search for the brand name in the store, enter the store to place an order, search and purchase, squeeze out the natural traffic, and use the hot cover, title, and text repeatedly until there is no traffic.

2. Create individual order numbers in batches

There are two types of bloggers. One is to establish a personal image, build a personal brand, and do long-term business. The other type is to monetize the project, create an account as quickly as possible, and then take advertisements to monetize.

What is the fastest speed?

That is, the types of movies, TV, literature, books, etc. that users like, quickly accumulate 1,000 fans, and then settle in the Dandelion platform to accept advertisements.

When you create accounts in batches and have multiple accounts, each account can take one advertisement (300 yuan/order). If multiple accounts take advertisements, the advertising scale is still good.

Most of the advertisements received by this type of account are functional cosmetics, such as those for removing acne marks, hair loss, and neck wrinkles. These brands focus on inclusion and popularizing articles in the early stages, and pay little attention to the blogger's tone. What is more important for investing in this type of account is that the natural traffic is good, the data will be guaranteed, and the people who follow this account will be more in line with the target audience.

Figure 1: Movie and TV series and animation advertisements

The core of this type of account is continuous updating and efficient batch operation. Use tools to improve the efficiency of account creation and squeeze out highly praised topics, titles, and note types. It is best to choose serialized topics, which is also a common serial structure for film and television dramas.

When you operate multiple accounts in batches, advertisers will naturally send you private messages, and the premium rights will become higher and higher. At the same time, such accounts must also be reported to prevent account traffic restrictions, restrain orders, and allow the account to maintain normal traffic.

3. How to reduce traffic costs

When is Xiaohongshu's traffic cost the lowest? It must be now.

When will a brand’s traffic cost be the lowest? It must be in the future.

Why do many businesses say that Xiaohongshu’s traffic and customer acquisition costs are getting higher and higher, and its advertising output ratio is getting lower and lower? I think the core problem is that the wrong method is used.

This is because advertising is based on future investment, which means the more you invest, the lower the transaction costs for future users will be.

For example, when you first see the Mixue Ice City advertisement, you might hesitate, even though the clerk at the store entrance takes one minute to persuade you to have an ice cream.

When you have seen the Mixue Ice City advertisement on every street in the city within a year, the transaction cost when you buy a cup of milk tea will be close to zero, and you may even take the initiative to bring a cup for your friends.

Why is it increasingly costly for brands to advertise on Xiaohongshu?

In my opinion, there are two reasons. The first is that every purchase involves a new transaction cost. The second is that users cannot recommend it spontaneously.

That is, users buy your product, but there will be no fission or recommendation, which will lead to higher and higher costs for acquiring new customers, and eventually you will not be able to afford it.

Figure 2: Panoramic view of Xiaohongshu reading

How to reduce traffic costs?

The first is to speed up the purchase efficiency of new users, that is, to optimize the topic, cover, title and other aspects so that users can place orders quickly.

The second thing is to make customers remember the brand and spread it spontaneously . This requires whether your brand name is simple and whether the selling point is effective.

Is there any point that can make users spread the word actively? Can you let them spread the word spontaneously? Once self-propagation is formed, your traffic cost may become lower and lower.

The above are the three operating strategies of Xiaohongshu that we have observed recently, involving Zhengzhou-based content e-commerce, batch creation of personal order numbers, and reducing brand traffic costs.

Through these three strategies, we are also thinking that any business model cannot be underestimated. It is like a dime dropped on the ground. No one cares, but some people only do business to pick up a coin.

The truth is simple. Everyone follows his own path and does his own thing well.

Author: Jiang He

Source: WeChat public account "Jianghe Chat Marketing"