Can Xiaohongshu still do e-commerce if it only talks about product promotion? 3 new category merchants give you new inspiration!

Xiaohongshu's "shopping" quietly turned to "video", is e-commerce still doing it? Don't worry, let's take a look at the author's opinion. In this article, the author shared the account operations of three unique new category merchants on the Xiaohongshu channel. The high-money conversion methods are worth a look. Recommended for those who are interested in Xiaohongshu operations and e-commerce monetization.

Hello, everyone. I am Jiang He. Have you noticed that the menu bar at the bottom of the Xiaohongshu APP has been changed from "Shopping" to "Video". The theme of the recent Xiaohongshu WILL Business Conference is also "Come to Xiaohongshu for planting grass", and it seems that e-commerce is no longer discussed. Have e-commerce merchants been eliminated by Xiaohongshu?

With such doubts, I searched through a lot of data and notes, and I found that Xiaohongshu still operates well in the three new categories of e-commerce, green plants, tea art, and accessories. They are mainly operated by personal accounts + potato shops, taking beautiful photos, posting Xiaohongshu stores, and using popular articles to drive store sales. Here are 3 merchants that I personally think are worth learning from in terms of planting grass and conversion on Xiaohongshu.

01 Green plant merchant: BANSHAN

Introduction: A green plant merchant with 18,000 followers on Xiaohongshu, mainly sharing micro landscapes and desktop items.

Currently, he operates his personal account and opened a shop on Xiaohongshu to sell products. The sales of a product with a customer unit price of 79 yuan exceeded 1,000. In the closed loop of conversion within the site, the official Shu also follows his account, which also proves the potential of his store.

Figure 1: BANSHAN Xiaohongshu account and sales

Since it can be used as an example, it must have its own outstanding features. Look at the notes that have been voted on and liked by more than 10,000 people.

The notes with over 10,000 likes and comments are analyzed from four aspects:

• Cover: Unboxing of the Little Forest series, handmade, micro-landscape graphic style
• Title: BANSHAN Plant Rainforest Tank | Unboxing (Unboxing Video)
• Content: The video unboxes the plant rainforest tank, which looks very healing overall and is in line with the user group of Xiaohongshu. Users comment below on how to buy it, how to buy it, and ask how to grow it in the sun.
• Tags: #NotesInspiration##Home Decor##Unboxing##Rainforest Tank Landscaping##Boyfriend Birthday Gift#

Summary: The product itself is beautiful and interesting, and the video is of high tone, which conforms to the aesthetic habits of female users of Xiaohongshu, and the video is highly healing. Secondly, the unit price of the product is around 500, which is also a mid-to-high-end unit price. The price is slightly higher, the cost is controllable, and there will be a certain budget to support advertising in the later stage to increase publicity. There are many similar plant accounts on the Xiaohongshu platform, such as Juexing Micro Landscape, Charlotte Garden, Zhiyouyan and other accounts, all of which rely on this kind of high-value notes.

02 Ceramic Merchant: Jiuzao Flagship Store

Introduction: A daily-use brand run by a manager, mainly focusing on photography and tea space.

There are 49,000 fans on Hongshu, 39,000 likes and favorites, and it is operated as an enterprise store, with a small number of products sold and a high overall tone. When users click on the notes, they will realize that this is a store with a tone.

Figure 2: Visual image of the cover of Jiuzao Xiaohongshu

Why do I think this account is good? Because I was lucky enough to work at a consulting company where the boss’s sideline was selling purple clay teapots and tea pets. At that time, almost all Taobao merchants were selling products that were the best choices of famous brands, but there was a merchant named Yuesha who, by picking up bargains for Xishi teapots and small tea pets, achieved a monthly revenue of over hundreds of thousands of yuan just from Taobao C store, and more importantly, had a very high repurchase rate.

Figure 3: Visual image of Yuesha store on Taobao

Jiuzao appears on Xiaohongshu, and there seems to be a trend that daily necessities, purple clay teapots, and tea art related categories are gradually becoming popular. The following are the notes with more than 1,000 top posts:

• Cover: Sun Wukong holding the golden hoop and burning incense. Wukong is a strong stimulus symbol that inspires users to click.
• Title: I don’t understand the meaning of the song when I first listen to it, but I am already one of the people in it when I listen to it again (title about artistic conception)
• BGM: BGM in A Chinese Odyssey
• Text: How can I save you without the golden hoop, XXXX, which is also a monologue about the Monkey King on the Internet.
• Tags: #紫砂装饰件##智尊宝##斗战圣佛# and other tags.

Summary: Click on the note and you can see the comments below. There are not many comments, but there are fans asking how to buy and giving direct feedback. Users pay close attention to the brand and are willing to learn about it and buy it. The rise of daily necessities on Xiaohongshu is a big revelation that users are becoming more receptive to high-quality, design-conscious, and high-priced products.

03 Jewelry Merchant: Jewelry Discovery—Da Chuchu

Introduction: An elementary school teacher works part-time as a jewellery maker, mainly earrings.

He has 8.2K followers on Xiaohongshu, has posted 221 articles, and has converted through the business card link in the notes. The average order value of the best-selling product in the store is 79 yuan, and the sales volume of this product exceeds 10,000+. The overall store sales volume has exceeded 1 million, which also highlights the power of Xiaohongshu's content e-commerce.

Figure 4: Jewelry mining - Dachuchu account

Disassembling a note with over 3.5K likes and comments

• Cover: The manager is wearing earrings for display, and also matching them with desktop items, which has a strong sense of artistic conception; the rest of the pictures are pictures of the manager showing earrings, which better showcase the earrings.
• Title: Is fever back? The earrings that are all the rage on the internet
• Text: No text, more tags such as niche accessories and clothing sharing

Summary: earrings do not need to be of various sizes. As long as the color difference is not too big, the probability of exchange is also small. More importantly, it is relatively simple to take pictures. It is easier to take pictures of the designer or the model than clothes or electrical appliances. Finally, this has more to do with the designer's continuous updates.

Jiang He's thoughts: From green plants, daily necessities to earrings, some non-functional categories that do not particularly emphasize price have gradually begun to appear on Xiaohongshu. This is also the advantage of the Xiaohongshu platform compared to traditional e-commerce. It can display products through intuitive content and videos, so that people can be attracted to the platform before buying. More importantly, these merchants have truly grown on the Xiaohongshu platform, rather than simply using Xiaohongshu as a platform for attracting customers and gaining traffic. Only in this way can merchants have stickiness to the platform and be willing to follow the platform.

Author: Jianghe Team

Source: WeChat public account "Jiangheliaoyingxiao (ID: jiangheliaoyingxiao)"