Personal account Xiaohongshu sells sunglasses, with sales of over 2 million

Affordable sunglasses are hot-selling, distinctive characters, and diverse content help increase both followers and sales. How is it done? Read this article to learn more.

With Xiaohongshu's support for e-commerce, the sales of many personal stores have also been rising steadily. Recently, I saw a personal store selling sunglasses on Xiaohongshu, with sales exceeding 2 million+. Today, let's analyze the personal merchants of outdoor sunscreen stores.

1. Introduction

Selling affordable sunglasses, personal account, 318 posts, content is a combination of pictures, text and videos, currently has 7,100 followers on Xiaohongshu, the conversion path is from product notes to Xiaohongshu store, the sales of two products in the store start from 40,000+.

Figure 1: Home page of outdoor sunscreen store

Judging from third-party data, its followers increased by more than 3K in the past month. It is really amazing that it can increase followers while selling goods.

Figure 2: Data of outdoor sunscreen stores in the past 30 days

2. Highlights

• Product: Sunglasses are highly standardized, and will not consume a lot of communication costs due to size. At the same time, the price is stuck at 20 yuan, which has a large population and a wide market;
• Character setting: When the manager acts as a model for photo shoots, users will have a clearer understanding of the product and the character setting will be strong, so users will be more confident when placing an order.
• Type: Collection of hot-selling notes + managers + test types. These 3 types of notes appear repeatedly, giving merchants inspiration. When you find a note form that can convert sales, use it repeatedly.

The first type is product collection display, focusing on product introduction; the second type is content shot by the manager, such as outdoor, in-car, and in-room multi-dimensional display of products, which will make users feel more real; the third type is testing: real sun protection level testing, which reflects the quality of the product and builds trust. These three types of forms appear repeatedly, so users will not be tired of content cognition and the platform will be more welcoming;

Figure 3: Collection of popular notes

III. Revelation

• Establishing a personal image: Compared with other platforms, Xiaohongshu needs to establish a personal image more. Notes are not just about products, but also about the stories behind the products. Product quality and usage effects should be displayed in a variety of ways. Users will know more and the platform will be more welcoming to similar merchants.
• Multiple hot-selling products: An account needs to have hot-selling notes for conversion, and it needs multiple hot-selling notes. The content of the entire account must be different. Combined with hot-selling personalities, the vitality of the account will be stronger.

Author: Jiang He

WeChat public account: Jianghe Chat Marketing