Case analysis: The entire process of Xiaohongshu product operation and promotion!

1. Analyze the product

The first step in promotion is not to create a promotional material, but to analyze the product first and find the most accurate audience group.

The products are slightly mid-range basic skin care products, facial masks, eye creams, essences, cleansers, etc.

Products at this price range cannot be like low-priced products, where any woman can come and sell them with a low price. Because it is a basic skin care product, it cannot use the product’s special functions to attract users like functional products, such as removing acne, blackheads, and red hair, etc.

What we can do is to find consumers whose purchasing power is in this price range, and then influence them through subsequent daily contacts, so that they think our products are good and eventually buy them.

2. Analyze what this group of people care about

Only by knowing what this group of people care about can we better attract them. Otherwise, if no one wants to see the ads you post, then you are wasting your time.

So we went to learn about the skin care industry.

First of all, the human facial skin is divided into: the epidermis and the dermis. Large molecules cannot pass through the dead skin and enter the dermis.

The second is the skin care process: cleansing, toner, essence, cream (lotion), sunscreen

The difference between beauty treatments: medical beauty is about freezing your age, while skin care is about keeping your skin healthy.

There are different price ranges for skin care products, including those costing a few dozen yuan, one or two hundred yuan, three or four hundred yuan, and even thousands of yuan.

For example, articles recommending skin care products priced under 100 yuan are very popular. However, I have hardly seen any titles recommending skin care products priced above 100 yuan.

Through the above analysis, public account Li Leiting found that most people who buy mid-range skin care products mainly choose foreign brands. For example, Korea's Hou and so on. However, people who generally buy mid-range skin care products mainly focus on mid-priced skin care products.

Through the above analysis, we have basically determined the direction of our soft article creation. We will recommend mid-range priced skin care products to promote our skin care products and attract interested people to join us. However, Li Leiting encountered a big problem here, which will be explained in detail later.

3. Platform Selection

We have studied a lot of platforms, mainly some larger social platforms.

Weibo, Tieba, Zhihu, Douban, Xiaohongshu, Babytree, Tik Tok, etc.

After analysis, it was found

Weibo users are quite diverse. Although their purchasing power is acceptable, it is not easy to carry out precise promotion because Weibo focuses mainly on hot topics.

The users of Tieba are even more diverse, and many of them are students with relatively low spending power.

Zhihu users are highly educated and have a strong critical mentality. The first thing they do about anything is to criticize rather than accept it. Therefore, promotion is still somewhat difficult.

Babytree is actually a good place, but Babytree has become increasingly strict with advertising soft articles, so there is no focus on it.

Tik Tok is actually quite good, but we gave up on it because we needed accurate fans and didn’t have any good materials for making short videos.

Finally, we chose Xiaohongshu. Xiaohongshu users have strong purchasing power, the strongest among all platforms. Secondly, users are more willing to accept new products. Also, Xiaohongshu’s user conversion rate is the highest among all platforms. I believe that many users with thousands of fans on Xiaohongshu have received requests from companies for help in publishing soft articles, which is about 1 yuan for 10 fans. A Xiaohongshu user with 2,000 fans can get 200 yuan in cash + a trial package of products worth more than 100 yuan for helping others publish a soft article. Therefore, fans on the Xiaohongshu platform are particularly valuable.

4. Promotion methods of Xiaohongshu

Once the content is ready, we know where to promote it, and then it’s time to do the specific promotion.

1. How to create attractive articles

The content of skin care products articles in Xiaohongshu must be feminine, and it is best to collect some specific words, such as "the best choice for oily skin", "planting grass", "weeding", "Amway", "knock on the blackboard", etc. This will make people feel friendly.

Secondly, the copy should include icons and be divided into lines. Because Xiaohongshu's editor is really confusing, it's too small, and it can only be edited on a mobile phone. You can't include pictures in the article, and you can't adjust the font. So you can only add icons and line breaks yourself. Also, the content should not exceed 1,000 words.

Here, Li Leiting from the official account will talk about the copywriting again. In fact, the most important thing for the promotion of any platform is still the content. If the content is good, it will be easier to get the recommendation of the platform. If the content is not good and users are not interested in it, then the platform will not recommend it to you.

So, when we first wrote a piece of copy and published it, there was no response, so we published it again using another account, and found that there was still no response. So we can be sure that the article is not attractive enough.

2. One adjustment to greatly increase the effect

Although a lot of energy has been spent on research before, the direction should not be a problem, that is the problem of details. After Li Leiting's further analysis, he found that users are more concerned about newly emerging and popular products. Generally, not many people use such products. Therefore, many people dare not take action. They want to see the results of others' use first, and then take action if they think it is suitable for them.

So we added an introduction to the new popular products in the articles we wrote later. The effect of just this one detail adjustment was very obvious. Users who have read the article also like it and give it a thumbs up, making it easier for the article to be recommended by the system. Li Lei Ting will continue to write articles to share with everyone how the analysis was carried out. This is very important. If you don’t grasp it well, it will be difficult to attract the attention of targeted users.

After all, we operate with a small account, so most of our articles only have a few hundred likes and thousands of collections, and then dozens or hundreds of people will come to inquire about opening a store. One of the accounts we operate has been around for several months, and there are still people asking for store information.

3. Multi-account promotion

To do promotion now, you must operate with multiple accounts. The platform’s anti-advertising system is getting stronger and stronger. Although you try to reduce the advertising content as much as possible, there is still a possibility that your account will be blocked.

And the more you reduce advertising information, the more people will add you. So, you have to strike a balance, with moderate advertising, and try not to have your posts deleted or your account banned by the platform. At the same time, it can also maximize the acquisition of accurate users.

Accounts can be purchased in QQ groups or forums for online promotion. They are also very cheap, costing only a few dollars each.

Subsequently, the five colleagues in their company continued to operate in the same way. In more than three months, he achieved sales of 800,000. After all, it was just the beginning, and it was profitable, so he was quite satisfied.

5. Summary of key points

The first point of this project is to clarify who your exact users are. Otherwise, after adding them, the conversion rate will be very low, which is a complete waste of customer service time. Another point is to know what can attract users. It is difficult to find the attractive point in one go. It usually takes several tests to find it. Just like in this project, what can attract users is the newly launched popular skin care products. If you don’t get this key point, you won’t be able to attract users.

Source: Li Leiting