Xiaohongshu sells men's clothing, with sales of over 2 million

Xiaohongshu's men's clothing sales exceeded 2 million, breaking the stereotype that the platform is only suitable for women's products. This article analyzes how Yichu Clothing achieved remarkable sales results on Xiaohongshu through precise marketing strategies and content creation, providing valuable experience for e-commerce operators and brand merchants.

Is Xiaohongshu only suitable for selling products for girls? Absolutely not! In fact, products for men are also very popular. For example, Yichu Clothing, which only sells men's clothing, has a quarterly sales of over 2 million.

1. Introduction to Yichu Clothing

Xiaohongshu has 19,000 followers and 1,163 posts. It mainly sells men's summer pants and sun-protective clothing, with prices ranging from 60 to 90 yuan. It also lists selling points such as direct supply from the source factory, seven-day unconditional return and exchange, and worry-free after-sales service in its introduction, which dispels users' concerns about purchasing.

Figure: Content of Yichu Clothing Home Page

Note operation: 94 notes have been updated in the past 30 days, an average of 3 notes per day, and 1 note updated in the morning, noon, and evening. The content is in the form of real-life Live pictures, focusing on showing the coolness, breathability, and details of the pants.

Figure: Yichu Clothing Gray Pig Backstage Data

Figure: Details of the first costume display

Selling point summary: focus on price and lightness and breathability, and convey these two selling points in the title and text.

Excerpt from its title : Who doesn't have such cool pants? Perfect for summer, such light and breathable quick-drying pants, must-buy shorts for 618, etc.;

Store sales: The sales of the two products exceeded W, and the sales of the entire store are estimated to exceed 2 million. According to the third-party Huitun data (you can scan the code to add group purchases), its monthly sales exceeded 9,000, and the monthly sales also exceeded 500,000;

Note that the above is just one store, which can be done in a matrix. At present, it is only a note operation, and the overall operation time cost is relatively low.

Figure: Yichu Clothing Gray Pig Backstage Data

Second, ordinary businesses can learn from

Seasonal hot products: select the main products according to summer and winter, rather than promoting multiple product styles at the same time, and focus on core hot products.

We will also gradually improve the selling points. Whether you are selling clothing or daily necessities, if you have limited energy in the early stage, you can first promote one product with a few SKUs, and then add other products;

Detailed display: pictures, text, live pictures, videos, and live broadcasts. The user's real feelings gradually increase.

However, the cost of creation is getting higher and higher. Under the control of your time and energy, try to choose a form of creation that suits you and show the details of the product. For example, fruit pulp display, clothing outfit live picture,

Figure: Details of different merchants

Continuous updates: When the advertising budget is small, update the notes more often, use quantity to gain more traffic, and insist on posting 3 notes a day.

After you have notes of conversion, continue to imitate and disassemble popular content to allow the account to form multiple popular article note templates.

Author: Jiang He; Source public account: Jiang He Chats About Marketing (ID: 1079873)