How to use Xiaohongshu without violating regulations with a low budget? See these 3 business cases!

This article talks about Xiaohongshu's merchant promotion and sales strategy. It points out that it is difficult to operate Xiaohongshu in the private domain based on Xiaohongshu's recent policy of restricting transactions and diverting traffic. It then uses three cases to explain the specific situation. This article is suitable for merchants who want to conduct diversion and promotion on Xiaohongshu.

Recently, Xiaohongshu has introduced a policy to restrict transaction traffic, and it is becoming increasingly difficult to do business on private domain Xiaohongshu.

In this situation, in addition to increasing the traffic budget, are there any new ideas? Combining three recent merchant cases, I hope to give you some inspiration.

1. Homestay business: Qiheng Stone House

Introduction: A homestay business in Wenling City, Taizhou. According to the Huitun backend, there are 1,300 new fans in the past 30 days, and the number of popular posts is also 4.76%, which is rare for a commercial account. In the past 30 days, there are 21 new notes, and the update frequency is high;

1. Aesthetics

The pictures are beautifully taken and each one can be used as a poster cover. If you are related to a B&B, you should not only take pictures of the accommodation conditions, but also take good pictures of the scenery around the B&B. This is the emotional value, which stimulates users' desire to play.

2. Practical Tips

In terms of content strategy, it is not limited to hotels, but focuses on local tourism information, such as three days and two nights in Shitang, Shitang information, and tourism-related categories.

In this way, the hotel's crowd is expanded to include people who want to travel to Shitang. There are also users asking about travel tips in the comment section, and the blogger will actively respond to questions to make the account warm.

3. Monetization

Xiaohongshu has a mini-program store that allows users to place orders on Xiaohongshu. Do homestays need to be converted on the platform? In my opinion, they can be converted directly.

As trust increases, users' purchasing habits will also change. Who hasn't bought something on Douyin now?

Disassembling the top notes of Wenling Shitang:

4. Cover

A useful travel post, with the key words Wenling Shitang, 5 Shitang routes, a list of check-in attractions, and the rest are large-scale scenery.

5. Title

The most complete tour route in Shitang, Wenling | Check in on the small islands in Jiangsu, Zhejiang and Shanghai (place name + most complete + check in)

6. Main Text

Introducing 5 routes in Wenling, Taizhou, and the situation of each route. In the main text, Qiheng Stone House is mentioned and homestays are implanted through the routes.

7. Comments

Users mainly asked how to make a reservation, whether there were rooms available, and the blogger also provided tips on the scenery nearby.

8. Conclusion

Since B&Bs have a small number of rooms, the investment intensity is not as high as in other industries. The core is still natural flow, and the control of the beauty of notes and the rendering of emotions are crucial.

When posting a note, think about whether you, as a user, can stimulate his desire to come; finally, try to conduct transactions on the site as much as possible, and just bind the business card when posting the note.

2. Liquor merchants: solid meat

Introduction: Personal account, senior sommelier, senior wine lover, published 126 notes, received 466,000 likes and comments, previously directed to Taobao, Xiaohongshu + Taobao channel is a new idea for those who want to direct traffic to the store.

Disassembling a note with over 8,000 likes and comments:

1. Cover

Red wine + fruit wine bottle + wine glass. The bottle is basically empty wine. The second picture is a close-up of the bottle.

2. Title

Passion fruit and grapefruit! Peach scent! I couldn't help but open another bottle (emotional value, even a little playful).

3. Main Text

First write about the drinking scenario, introduce the product features and usage scenarios, and finally introduce the product content.

4. Tags

#wine tasting notes# #good wine##daily drinking#

5. Conclusion

An account created by a wine distributor, which writes about drinking scenarios and introductions to direct traffic to the Taobao store. Precisely because it is a distributor, there is a steady stream of wine brought in for evaluation.

Secondly, the cover and content are vertical, talking about the drinking experience, product expertise, and promoting wine knowledge.

If you are also a distributor of wine, snacks, or daily necessities, you can adopt this model, share on Xiaohongshu as an individual manager, and then direct traffic to Taobao and convert within the site.

3. Cake Merchant: Gongji Daily Fresh

Introduction: A dessert merchant who opened a store on Xiaohongshu and did live broadcast sharing. He now has 152,000 fans, 270,000 likes and comments, and gained 44,000 fans in the past three months. He has published 265 articles, and the content revolves around cake making and various crafts.

1. Live Broadcast

The live broadcast is from 12 noon to 8 pm, and it relies entirely on the live broadcast room + account notes to create an account, and the main thing is to really increase sales.

2. Character

For the owners born in 1994 and 1997, the content of their notes are not exquisite product pictures, but videos of quality control and inspection, which are more authentic to users.

3. Monetization

Live broadcast + potato shop, the store's "Heart-warming" cake sales exceeded 13,000+. Even this kind of cake shop can be converted on Xiaohongshu. The fact that Xiaohongshu Mall cannot convert awareness also needs to be upgraded.

Disassembling the recent popular articles with likes and comments:

1. Title

You have to buy it to know what it is like?

2. Cover

Cut the cake violently, cut the packaging directly with a knife (also a kind of emotional value).

3. Main Text

The product that users buy is not just live video, but real stuff.

4. Conclusion

Violently cutting the cake is also a way to boost user sentiment and make users believe that the product is made of real ingredients. If your brand is not well-known for the time being, directly promoting the authenticity of the raw materials can also make users feel more at ease.

Gong Ji’s success on Xiaohongshu is due to his strength and patience. His daily live broadcasts have eliminated most of the merchants.

The products of the above three types of merchants may have low profits and small product quantities, so it is obviously unrealistic to expect them to continue advertising.

Take homestays as an example. There are only more than 10 rooms. Even if there are advertisements, there is no way to take over. Instead of wasting advertising traffic, it is better to follow the platform rules and convert within the site. Use Xiaohongshu as a promotion + sales base. If you have time and energy, you can increase the live broadcast time like Gong Ji did to get more free traffic

Author: Jianghe Team, WeChat Official Account: Jianghe Chats About Marketing