How do Xiaohongshu do e-commerce layout? She summarized a set of popular products and creation logic, a must-read for e-commerce merchants!

Recently, Laogao’s e-commerce Circle Video Account has been broadcast for more than 23 days in a row, and each live broadcast lasts for 3 hours. Every time, an industry big name is invited to visit Laogao’s live broadcast room to answer questions such as the pain points and confusions of e-commerce people during the epidemic and the weak performance growth. The guest of this issue is Su Xin, the founder of Shiyi Culture. She shared "How brands can lay out new traffic channels under the epidemic", and the following is all the content shared.

Xiaohongshu-E-commerce Trends

Today I will bring some latest information about Xiaohongshu. The process is mainly in an interactive way. In the early stage, I will talk about some of the current new trends of Xiaohongshu. If you have any questions, you can ask questions.

Xiaohongshu is also developing, and this year's Xiaohongshu will be a little different from the past. Last year, the proportion of users on Xiaohongshu was that more than 85% were female, and about 20% were male. However, this year, the proportion of men and women on Xiaohongshu is becoming more and more balanced , with more than 70% being female and 30% being male.

The division of cities has become more balanced. In the past, more than 65% were first- and second-tier cities. Now, the proportion of people in first- and second-tier cities is about 50%, and people in third-, fourth-, fifth- and sixth-tier cities are also paying more attention to Xiaohongshu, which shows that some groups born in the 1980s and 1990s are paying more and more attention to Xiaohongshu.

According to the latest data released by Xiaohongshu last year, the monthly active users are about 100 million, and the monthly active users this year can reach 200 million, while the sharers of Xiaohongshu have reached 43 million. At present, there are diversified brands on Xiaohongshu, with domestic brands accounting for about 73%, and the entry of new domestic brands increased by about 31% year-on-year. There are currently more than 130,000 brands entering.

Currently, Xiaohongshu presents a diversified lifestyle, covering many scenarios. The categories with the highest user activity are mainly fashion, travel, life record, beauty and food. When we do Xiaohongshu, we will also do Xiaohongshu according to some trends on the platform. The most popular e-commerce categories, such as fashion, beauty, travel, home decoration, and food.

The latest data on Xiaohongshu is that 81% of users will have the desire to buy after browsing Xiaohongshu’s content. This is also a data that everyone is more concerned about. These people are a very accurate user group, and they will basically generate conversions. This group of people enters the store to increase our conversion rate.

Some categories on Xiaohongshu, such as food, clothing, housing and transportation, including beauty and makeup, and emotional content, have grown relatively fast year-on-year, with an increase of more than 160% year-on-year, and some categories have reached 200%, or even 500%.

Frequently Asked Questions about Xiaohongshu's Layout of E-commerce

1. What is the consumption of young users on Xiaohongshu? Xiaohong said it is easy to ban your words when he said hello. Is there any countermeasure?

This cannot violate some rules of the platform. The platform has its own normative rules. For example, does your greeting contain some inappropriate words, etc., which will lead to banning. If there are impolite words many times, it will lead to banning for a week, or even banning the account, etc.

Therefore, when we say hello and private messages, we still need to be more obscure to guide channels outside the site such as private domain. For example, our WeChat account can add a number with a space, and then add a space or other means to contact the other party.

2. Is the videos posted by Xiaohongshu better, or is the graphics and texts better?

Videos have the advantages of videos, and pictures and texts also have the advantages of pictures and texts. The exposure of videos will be higher than that of pictures and texts, and the platform will also promote videos a little more. However, for many readers, it may not be particularly convenient to watch videos. For example, some readers' entire browsing time period is basically after 8 o'clock in the morning, and they enter a peak period. This period may be during work hours. Many users may be students, maybe some white-collar workers, most of them are born in the 1990s, and of course some mothers are also some. This part of them is not particularly convenient to browse content with voices. They may have to take back halfway, which will lead to some waste of time. More people may like to read the content of pictures and texts, and the introduction is more detailed. Therefore, the reading volume of pictures and texts will be higher than that of videos.

3. How is it better to plant grass in Xiaohongshu in the home storage e-commerce category?

Since last year, the Xiaohongshu platform has relatively more support for the home category. Last year, many home e-commerce brands have received great exposure on Xiaohongshu and their corresponding customer groups.

Last year, we also made many categories, such as sofa cushions, air mattresses, decorative paintings, and other household items. These categories are prone to explosive articles on Xiaohongshu, and the explosive rate can reach more than 70%. Xiaohongshu must keep publishing articles and creating explosive products to form a brand influence and guide more into stores.

4. What is the recommendation mechanism of Xiaohongshu?

Different e-commerce categories and different sectors have different recommendation mechanisms. Xiaohongshu has discovery pages, comprehensive columns, and hottest columns. The recommendation mechanism of the comprehensive column is that it is more like a thousand people and faces, sorted based on the attributes, interactive data, exposure, etc. of the account, as well as the usual account quality.

The hottest column is different. When a post is most popular, it will rank in a relatively high position. Generally speaking, the higher the interactive data of an article, the higher the ranking.

The latest column is usually the latest notes released and will be ranked higher. For example, KOC content and amateur content. Although the interactive data of these notes will not be very high, the latest posts published every day can be displayed in the latest column. So KOC can not do much, but it must be done because it can generate positions in the latest column to guide consumers, and can resonate with KOL's content.

5. How to plant grass in jewelry categories?

The jewelry e-commerce category is somewhat different from other e-commerce categories. It belongs to a non-standard product. Many e-commerce categories actually belong to standard products. The method is to create popular products to make grass. However, clothing and jewelry are non-standard products. At this time, the setting of keywords is very important, and it is something that needs to be done whether it is a standard product or a non-standard product.

Standard products can set their site keywords according to their category terms, which will be more accurate and the crowd will be more segmented. Non-standard products will be positioned according to their style words or seasonal words, and will eventually settle into the big words, such as ins style, etc., which may not be affected by too many seasonalities, but it is not accurate enough.

For example, when we are making a necklace, the keyword can be a necklace of a certain style, and different products can be deposited under this keyword, either A or B, or not necessarily a product. The whole part will be deposited into a big keyword, which may be a keyword like a necklace. Finally, we will make a position under a more accurate word, but it may be relatively shorter than the standard product in terms of time.

6. What are the advantages of merchant and personal accounts?

Merchant accounts have advertising attributes. Many users were unable to accept so many contents with overly strong advertising attributes at the beginning. The current users of Xiaohongshu have actually changed a bit from before, and their ability to accept advertising is a little stronger than before.

When a merchant account makes content, try to make content with stronger dry goods and give consumers more valuable content, and they may be more willing to pay attention to it. Content like experts is basically some content with strong dry goods and without marketing attributes, which is easier for consumers to accept. The content of the merchant account will be accompanied by the delivery of the effect advertisement, because the merchant account itself is not exposed very much, and the effect advertisement can be accompanied by the desired population to be delivered. Generally speaking, the content of the merchant account is accompanied by the effect advertisement.

It is quite simple to open a store on Xiaohongshu now. Xiaohongshu hopes to build its own e-commerce and welcomes high-quality brands in various e-commerce categories to settle in. The operation of stores on the platform is actually not that difficult, because Xiaohongshu has not had too many activities, so it is relatively simple compared to Tmall stores. Xiaohongshu's effect advertising is also through bidding ranking, which is somewhat similar to the e-commerce direct train.

7. How to find high-quality experts to cooperate on Xiaohongshu?

There is a dandelion platform on Xiaohongshu where you can find the experts who report notes. These notes are basically brand cooperation experts, and brand cooperation experts also need to accompany information flow advertising.

8. Are there any requirements for brand entry?

In addition to some brands of medical beauty and medicine, the requirements for entering Xiaohongshu are not difficult. Submitting information is usually 3-7 days, and it can basically be passed. You need to be cautious when submitting information. If you fail the first time, it may take another seven days apart. If you fail the second time, it may be relatively long. The text of the trademark and the store name must be consistent, and no punctuation mark can be different.

9. What model is the explosive articles that break the circle and explode?

Why do many e-commerce brands have a high rate of explosion in writing, even 60%-100%? In fact, explosion in writing contains several different dimensions. From the beginning, it is relatively important to select products. Maybe in the past, this product was chosen based on the popular products on other platforms. Since you want to make a popular article on Xiaohongshu, you must select products based on Xiaohongshu's user groups, their personalities, preferences, and pain points about products.

After selecting the product, we enter content creation. What about content creation? On the surface, many brands may want to regard the entire selling point as a selling point of their content, but in fact it is not. They still need to analyze it against users, because marketing is actually a marketer, and they must understand customers and consumers enough.

Like when we were studying a decorative painting, the pain point of the seller is that the threshold for decorative painting is too low, and many people can imitate it. So how can we actually make a selling point? For us, it is a good marketing point. In fact, consumers are also in pain. The products in each detail page are the same. I can't tell which one is thicker and still one millimeter thinner.

At that time, we selected the keywords of this brand's pain point for users, and then exploded under this keyword, forming a screen-dominated phenomenon. After seeing it, consumers can quickly make up their minds and no longer need to spend time comparing. At this time, they can quickly attract traffic into the store.

In the content, the selling point should also be based on the user's pain points. To create a popular article, you need to understand a trend of the platform. At this stage, the platform may have higher traffic support. In addition, it is necessary to keep following up with the trend of the platform. In addition, the professional understanding of experts may be that different experts may produce different outputs. When selecting numbers, an expert who is a video type must make him or her image-type content, and it is difficult for him to publish a popular article. Therefore, the dimensions of experts also need to be evaluated, including what content is produced and how to train, etc., which is actually a very large latitude.

10. With the same operational actions and the same video, Xiaohongshu's transaction is only 1/20 of that of Douyin. What should I do?

In fact, if it is the same operation and the same video, it is actually not suitable to post on Xiaohongshu. For example, if the content of this video is suitable to post on Douyin, if you post it on Xiaohongshu, Xiaohong users may not care about such content at all.

A few days ago, I had a post that a brand sent me to myself. When I saw that his likes were 6,000 or 7,000, it was a very explosive article. But this post has no data on attracting traffic. In fact, that post is OK if it is placed on Douyin, but it is relatively nutritious on Xiaohongshu and cannot affect some consumer groups on Xiaohongshu. This is the difference in content.

If the content of Xiaohongshu is done well, the data will explode faster, because at least more than 81% of people will have the desire to buy after reading this content. This is actually a very high data and probability. If the content is not done well, it may not be able to catch this group of people, and it needs to be in line with the tone of the platform.

11. How to charge for expert planning and content planting?

Different research needs to be done for different brands, because all brands need a customized planning, not about how much budget you have today, and then what kind of expert matrix can match, and then plant a grass.

In fact, it is important to target different brands, under different market environments, and at different time nodes, which track needs to be seized. The cost budgets of different tracks are also different. You can do track A or B.

12. There may be many tracks on Xiaohongshu. Do we all have to do it? Can it be done for middle-aged and elderly groups?

Actually, it’s not. As long as we can penetrate the marketing track, it’s OK. This consumer group can become accurate customers, so every brand is different. Because it is difficult to explain clearly in the live broadcast room, a customized analysis must be made for each brand.

The middle-aged and elderly people are indeed not on Xiaohongshu. Most of the people in Xiaohongshu are from the post-80s, 90s and 00s. There are only a few middle-aged and elderly people, such as fashionable grandmothers, but this group is indeed relatively small. For example, the real user group of camel milk powder we make is actually middle-aged and elderly people. Generally, the elderly will not buy such high-priced items, but the real user group is white-collar workers and young people. Therefore, we need to analyze whether the purchasers and users of the product are the same group. If the purchasers are young, it is OK. If the purchasers and users of the product are both middle-aged and middle-aged, it may not be particularly suitable.

13. How to layout jewelry and jade?

This category is relatively difficult because the jade e-commerce category is relatively expensive and it is difficult to send it to our experts, because every product of the experts needs to be shared through real feelings and experiences. However, jade products are relatively expensive, and it is difficult to send it to the experts and then let the experts take pictures and publish some content.

Unless the brand provides some pictures, but the brand provides pictures is relatively not realistic enough. This is jade, but the jewelry product is OK because the average customer price is relatively low. But jadeites have become popular in Xiaohongshu in recent years. I personally like Hetian jade more. Sometimes I will post some posts, and the comments will be greater than likes. Many consumers will pay attention to which one sells better. At that time, I also posted a summary of which stores are more reliable stores and which stores need to avoid pitfalls. The like interaction is very high.

The jade category is suitable for finding some very high-quality accounts. If you are more interested in jade, you can do it more carefully or not, which will be better.

14. How to make a cup for young women?

Young women's cups are also easy to plant grass. The e-commerce category of cups is a category that is easier to plant grass, especially for young women's cups. Every white-collar worker has a cup on his desk and at home. If this cup itself is more in line with the aesthetics of young users and find the accurate user group, the rate of writing explosion will be relatively high.

Like the little dinosaur kettle we made last year, it is not specifically aimed at young women. It can be for babies or white-collar workers. The small dinosaur kettle product has an explosive rate of 100%, which is the brand with the highest explosive rate of last year. Cups are actually the easiest category to plant grass, so you can make them well.

15. How to layout herbal tea?

In fact, it has been increasingly paid attention to by modern women, including health care functions, beauty functions, etc. Basically, girls will pay more attention to this aspect. It is also a relatively good e-commerce category with a large number of people. Tea may have similar effects. It can be improved from packaging, and it will be relatively easier to plant grass.

16. How can a product with low profit margins be operated better?

It is indeed a relatively low profit margin, and may not be suitable for making single-product hot products. It does not cost a lot of budgets on a certain product, but it can be used to make different products and make relatively general keywords.

The money spent on the express train is also quite high. You can put some of the budget on Xiaohongshu to create it, and it will form brand influence and plant grass for a long time. The food category is a very popular e-commerce category on Xiaohongshu, and the entire food category ranks second.

17. How about furniture categories?

The e-commerce category of home furnishing and building materials became popular on Xiaohongshu last year. If it is a relatively large product, such as lamps, we have also studied a lamp brand that became popular on Xiaohongshu. It has 3-4 million to 4 million yuan in Xiaohongshu a year. The interactive data of their posts is relatively high. It is actually difficult for experts in this e-commerce category of lamps to install, but its entire post is very real and the interactive data is very high.

After our investigation, we found that it is best for the brand to cooperate with the model house and provide these pictures to the MCN organization. The agency will give the brand party the shooting requirements for the model house. If the lamps want all the experts to be installed at home, relatively speaking, they can only find some experts who have decoration needs at present. After all, they are a few, so they can cooperate with the model house, and the pictures will be richer. The institutions will then train the experts and produce content.

18. When a novice makes an account, should he make an official account or a personal account?

If you want to create a personal account, I suggest you start a account first and then explore it, which may be better. If you are an official account, you can only do one.

19. How do newbies get the number and how do they get the traffic?

It depends on whether you want to obtain traffic through your official account, or you want to obtain traffic through expert grass? Generally speaking, it may be slower through an official account. If you plant a master, it is easier to form an explosive growth. This traffic is actually a multi-dimensional analysis of users and products, as well as selling points. After the analysis is completed, then the expert will produce content and obtain more displays based on the keyword position, thereby achieving more traffic.