Little-known fact: 70% of Xiaohongshu corporate accounts have gone astray!

When you run an enterprise account, have you ever encountered this problem, always worrying about the lack of fans? I think fans are the only indicator to measure the operation of an enterprise account.

In my opinion, this idea is totally wrong! Under this kind of misleading thinking, a large number of corporate accounts imitated Lao Xiang Ji, Pan Pan, and Luckin Coffee. However, they did not realize that the more they imitated, the more biased they were. In the end, they did not sell many products, but gave away a lot of them. Let me explain the reason below.

1. Business is the core of brand management

If you do business, do you focus on how many people come? Or do you focus on how much money you earn today? It must be the latter. The former is the process, and the latter is the result.

Therefore, the growth of fans is superficial, and the core concern is whether there is any monetization. I have seen with my own eyes that with only 1,000 fans, millions of dollars were monetized. Every fan is a precise potential customer, so we must firmly grasp the essence of planting grass, and think about how to sell products through enterprise accounts and what kind of notes can impress users.

For specific note creation, you can read this article No idea for writing Xiaohongshu? Code this set of note creation SOP standard V1.0 Don't judge a hero by his fans. This one must be shown to the boss.

Only in this way can we transform the evaluation indicators of Hongshu and convert fans into business indicators. Only in this way can Xiaohongshu be successful for a long time. When the business is established, you will find that fans will come naturally.

2. Don’t force interaction or funny moments

Nowadays, when running a corporate account, it seems that you have to interact at every turn, say a funny sentence, and then generate an interaction. In fact, there is no need to do this. Why do Panpan, Luckin Coffee, and Lao Xiangji do this? Because they have wide channels and many stores.

To put it bluntly, Xiaohongshu cannot bring much sales, as long as it can produce this effect. Today, you read Xiaohongshu, and when you are hungry at noon, you think of Lao Xiangji and go to the store to eat. Therefore, bringing goods is not their core business.

But it is different for small and medium-sized businesses. Without channel support, Xiaohongshu is not only a channel for planting grass, but also a sales channel. What you need to do is to sell goods. Write down a note to see if anyone wants to buy and generate orders. If you do funny things, it will attract onlookers, but they will not pay and it will be a thankless task. So, don't force the interaction and don't have a funny persona.

3. Don’t draw lots all the time

Lucky draws are standard for enterprise accounts, but you don’t have to use this tool repeatedly to get free stuff. What you really want to do is to find potential customers who are willing to test our products, then send them the products and let them experience them, rather than just trying to get a tablet user.

Always adhere to the first point, business is the core, don't have false prosperity. The only thing we can do is to make good products and showcase them with content. With so many brands to interact, consumers are also very tired. For enterprises, making good products is their duty.

4. 60% of businesses are not suitable for advertising

This statement is bound to offend many people. I used to try my best to suggest businesses to place advertisements, but now it seems that some businesses are not suitable for advertising at all.

60% of the merchants on Xiaohongshu are small and medium-sized merchants. On the one hand, their products have not been polished, and on the other hand, the content is not well done. What is content? It is content that systematically displays the advantages of your products and can generate positive feedback. To put it bluntly, it is about selling goods and your understanding of the platform.

Some businesses do not have full-time operators on Xiaohongshu, but are operated part-time by other Weibo, WeChat and Douyin. Such hard advertising, even notes and French fries, are put in, and the advertising cost is extremely high! After many businesses choose to put in advertisements, they look at the extremely high costs and then swear that they will never touch the Xiaohongshu platform again. It is recommended that all small and medium-sized businesses really make good content before putting in advertisements.

5. Focus on content creation in the first half of the year

Brand merchants are advised to accumulate content in the first half of the year. The content is not only a simple layman's volume, but also the most suitable for conversion link delivery agencies. It is the notes sent by the influencers, what is the beginning, what is in the middle, and what is the end, proving that this paradigm can be converted.

Why do I emphasize half a year? Because I have recently seen that the brands I served before have gradually gained popularity on Xiaohongshu. They all patiently took notes on their professional accounts, looked for influencers 1V1, and gradually explored the pitfalls and experience of Xiaohongshu.

You must do the advertising on Xiaohongshu yourself, because no one cares about the business more than the boss, whether it is an advertising agency or a service provider. Although I have always insisted on treating the client's business as my own, in some realistic situations, there is still a lot of room for improvement. Bosses, please be patient when creating Xiaohongshu content.

6. Make full use of the benefits of the enterprise account

Business topics, offline stores, my moments, brand recognition, French fry delivery, group chat and other functions, whether they are not used yet, each function has great value.

Taking business topics as an example, each corporate account has one free topic application plan, and then aggregates the notes of experts and professional accounts. However, many corporate accounts do not use it well. To learn how to use it specifically, you can search for "business topics" in the Xiaohongshu APP, and then there will be corresponding functions.

This also tells us that we should not seek external help and start advertising right away, but instead make full use of free resources. This way, your costs will be lower, and when you operate on Xiaohongshu, the overall market will be more stable and you can do things more solidly.

The above are our three experiences on the operation of enterprise accounts. The core is that when you are operating, don’t be anxious and keep updating. Grasping the business is our core. Don’t be fooled by others’ character setting and funny interactions. Just follow them. You must stick to yourself and create the style of the enterprise account.

Author: Jianghe Team

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