Which category has more potential as a buyer e-commerce on Xiaohongshu?

This article analyzes the advantages of home furnishing categories on the Xiaohongshu platform and is recommended for friends who want to be e-commerce buyers.

Many friends asked, which category has more potential for buyer e-commerce on Xiaohongshu? Fashion and beauty are Xiaohongshu's advantages and the largest e-commerce category, but the competition is also more intense. I recently did some analysis and would like to share with you a category with potential that is particularly suitable for buyer e-commerce, which is: home furnishings

1. Overall solution is the demand of decoration users and also the advantage of Xiaohongshu

The needs of decoration users are changing, and now they tend to prefer one-stop overall solutions.

This trend can be seen from several data.

The number of users searching for "whole house decoration" on Baidu increased by 191% in February this year compared with the same period last year. The content related to "home decoration" and "whole house customization" on Xiaohongshu has also increased significantly compared with before. It is quite reasonable and in line with subjective cognition. After all, the user group has changed. Before, it was the people born in the 70s and 80s who decorated, but now the people born in the 90s are the main body. The way of obtaining information and the demand have changed. For example, it is necessary to meet the scene requirements and aesthetic needs. How to decorate the study and how to arrange the dressing room must have scene-based functional requirements and must also have high appearance. Some users even design "check-in corners" at home. Such an overall decoration solution is very suitable for Xiaohongshu e-commerce.

1. Overall solution, suitable for Xiaohongshu

Xiaohongshu is promoting buyer e-commerce, hoping to enter the market with non-standard products. So, who can provide such non-standard products?

Merchants who sell services.

Buyers focus on differentiated product selection, which is a service provided in the selection process. The cost of the product itself is much lower than the selling price, because the selection process is at a premium. The same is true for the overall solution. A large proportion of professional services are included here, which are personalized and tailored. This category is the key category of Xiaohongshu. I even think that we should raise a few more priorities, and we can create several hot closed loops in this field:

Content seeding → retention conversion → offline fulfillment → users share results and experiences → seeding again

By repeating this cycle, you can explore the ceiling of this category.

2. Aesthetics is Xiaohongshu’s advantage

In this closed loop of hits, aesthetically pleasing content is a prerequisite, which is exactly the advantage of Xiaohongshu. It is even possible that the demand appears in reverse: users first see the aesthetically pleasing decoration design on Xiaohongshu, which leads to their own desire to "also want such a home." Of course, this is just speculation and cannot be attributed. Therefore, it is required that bloggers of home furnishings on Xiaohongshu, or e-commerce buyers who want to be in this category, must first create content and update it for a long time and frequently. This is the prerequisite.

2. Young female users are the decision makers of decoration and the core group of Xiaohongshu

According to the internal data of Xiaohongshu, users who have been paying attention to "home furnishing content" for a long time are mainly young and decision-making women in high-tier cities, accounting for nearly 80% of the users.

The key point is that young women in high-tier cities are the decision makers when it comes to decoration.

This group is exactly the core user of Xiaohongshu, and they are a perfect match. It can be understood that the consumer decision makers for home furnishings are concentrated on Xiaohongshu. For merchants, this is a very accurate traffic pool, which will bring about efficiency improvement.

Why does it improve merchants’ efficiency?

In the past, home furnishing and decoration merchants had to either invest or wait to find customers.

1) Investment refers to placing advertisements, covering both online and offline. It is difficult to ensure accuracy and the cost is relatively high.

2) Waiting is to wait for customers at designated locations, such as in new residential areas, sales offices, building materials and home furnishing markets, and decoration websites, which is relatively inefficient. Now we can improve efficiency because we know that some decision makers for home decoration are on Xiaohongshu, so we just need to find ways to dig them out.

3. Users’ needs for home have become abstract and difficult to describe, and are more suitable for interpretation by Xiaohongshu

Today's users have more requirements for their homes. In addition to meeting functional needs, they also hope that it can be a psychological space for self-healing and to carry emotional demands.

In this space, you can build a world that belongs only to you, isolated from the pressure and noise of the outside world. For example, you can have a seat where you can look out while drinking coffee, a lazy sofa where you can bask in the sun and pet your cat, and a fitness space where you can exercise. These are not actually needs, but just pictures in your mind. For ordinary users, it is difficult to concretize this picture and turn it into a realizable need.

Xiaohongshu can solve this problem. Through pictures and videos, it helps users portray and interpret their ideas in a more intuitive way. Moreover, the amount of items that can be selected and filtered is very large, making it an ideal case library. When users see a style they like, they can collect it or directly consult the merchant, and both parties complete the transformation to the next step.

Author: Han Xu

Source: WeChat official account "Operation Dog Work Diary"