How to operate a professional brand account on Xiaohongshu

This article analyzes 10 professional Xiaohongshu brand accounts in the field of small household appliances, so that readers can refer to them when planning. The dissemination of Xiaohongshu’s professional brand accounts is very important in capturing the minds of brands, including brand image building. Word-of-mouth accumulation is also an important part. Next, let’s take a look at these 10 Xiaohongshu professional accounts and see which ones can be used for copying homework.

1. The current status of small household appliances in Hongshu

Data source: Xiaohongshu business data platform

1. Small appliances can be basically divided into three categories

1. Small kitchen appliances, mainly electric kettles, microwave ovens, range hoods, rice cookers, disinfection cabinets, and juicers;
2. Small household appliances such as electric fans, electric heaters, humidifiers and water dispensers;
3. Hair dryers, electric shavers, electric irons, electric toothbrushes, etc. are mainly small household appliances for daily use.

Small household appliances have four characteristics: low cost, multiple functions, low technology and low quality. They are mainly based on the sales power of commodities. The market development task of high-end products cannot reach the ideal scope, but the low level of price competition limits the deep tapping of market potential.

Data source: Xiaohongshu business data platform

From the perspective of the overall small home appliance market, the traditional small home appliance market is currently dominated by leading enterprises, but among emerging small home appliance companies, the market structure is fragmented with a hundred schools of thought contending. Under the influence of the epidemic, people's lifestyles have also changed, and consumers' demand for health and hygiene has increased. As a result, many smart small home appliances have entered the consumer's field of vision and have been promoted and popularized at an accelerated pace.

2. Future trends of the small household appliance industry

1. High quality. High appearance
2. Humanized. Intelligent
3. A small state of health

People's living habits and consumption habits have changed, and small household appliances - the life needs to improve the quality of life, will usher in a broader market space.

II. Analysis of the top professional accounts in the small home appliance category on Xiaohongshu

1. Small home appliance professional marketing - Supor

Supor Xiaohongshu brand professional account published 223 notes, 32,100 followers, 141,000 likes

Supor's business scope includes the manufacturing, sales, and technology development of kitchen utensils, stainless steel products, daily hardware, small household appliances, and cooking utensils. It is a leading brand of small kitchen appliances in China.

(1) Xiaohongshu professional account interface

The introduction on the homepage is very interesting: "More than just a pot seller", implying that the brand is not just about pots. Most people only know that Supor sells electric cookers, but they don't know that it has other products. This is also to correct users' wrong ideas and let more users truly understand the Supor brand.

(2) Xiaohongshu content planning

From Figures 1, 2, and 3, we can see that the professional account notes are mainly food tutorials, and it seems to confirm that "it's more than just selling pots", with a bit of funny text background, which contradicts each other. In fact, it just wants to introduce its own products. Figure 3 is the detailed content of the notes, which describes the production process of the food, the materials used, and the method of using the oven. In fact, it is often not the production process that attracts users, but the exquisite food pictures that make users drool. If they want to eat it, they will naturally make it themselves. If they make it themselves, they need to use the products, which is also a kind of invisible planting of grass.

(3) Xiaohongshu data growth

(Data source: Xinhong Data)

There are 10 notes in the past 30 days, 8 picture and text notes, and 2 video notes, with a total of 228 notes. The total number of fans is 32,600, with 1,846 new fans added in the past 30 days, an increase of 343.5% compared with the same period last year, of which female fans account for 86.36%.

(4) Xiaohongshu’s marketing is a copycat

① Using food tutorials as a communication portal, Xiaohongshu users prefer food strategies and food tutorials, so the note data is good, and this type of content plays a key role.

②The free trial notes are basically what many brands are doing, but the content is determined by two factors: price and quality, and the appearance of the product.

③Next, let’s look at the notebook cover. If we add the key words “gains and losses” on the cover, the exposure data will be better.

2. Small home appliance professional marketing - Ecovacs

Xiaohongshu brand professional account published 285 notes, 51,000 followers, 164,000 likes

Ecovacs is a professional intelligent manufacturer of home service robots. It has created the floor cleaning robot Deebot, the automatic window cleaning robot Chuangbao, the air purification robot Qinbao, and the robot butler Qinbao. It specializes in the research and development, design, manufacturing and sales of home service robots. We are always committed to the mission of "Let robots serve families around the world" so that more people can enjoy the smart life brought by technological innovation.

(1) Xiaohongshu professional account interface

The fan likes and favorites rate of professional accounts is 16w, and the number of published notes is 286, with an average likes and favorites rate of 567 per note. Figure 2 is a grass-planting note, which implants products while sharing the layout and decoration of the small home, and uses small first-person text to enhance the sense of immersion, as if it is your own home. Professional accounts are active in the comment section, actively guiding netizens to interact, ask questions, and recommend ideas, etc.

(2) Highlights of Xiaohongshu’s content planning

Note type 1 has more pictures and texts, and all of them use home furnishings as cover pictures to attract users and stimulate consumers visually. Ecovacs was selected as one of the top 5 smart home appliance startups with the highest communication influence in the first quarter of 2021! !

(3) Xiaohongshu data growth

(Data source: Xinhong Data)

There are 290 notes in total, with 11 new notes added in the past 30 days, 8 picture and text notes, and 3 video notes. The main type of creation is picture and text notes. The total number of fans is 51,200, with 547 new fans added in the past 30 days, mostly female fans, accounting for 86.86%.

(4) Xiaohongshu’s marketing is a copycat

① Some of the content on Ecovacs’ Xiaohongshu professional account is pieced together from materials from several bloggers. This is in line with the originality of Xiaohongshu and can save original energy.

② Notes with better data use the overall home decoration display in square meters as the entry point, and then introduce their own brand.

③ Among the many "0-yuan trial" activities, Ecovacs' Xiaohongshu professional account jointly promoted it with 5 brands, which is definitely worth learning from for our brands.

3. Small home appliance professional marketing - Panasonic

Current status of Panasonic's professional account on Xiaohongshu: 775 published notes, 71,000 followers, 104,000 likes

Panasonic small appliances (beauty, personal care, housework, Chinese kitchen, Western kitchen, massage chairs, and health gadgets) take "striving to improve and enhance social life and contribute to the development of world culture" as its social mission and corporate program.

(1) Xiaohongshu professional account interface

A total of 775 notes have been published, and the first Xiaohongshu note was published at the end of October 2017. In more than four years, he has accumulated 70,000+ fans. He has done a good job in publishing notes and maintaining the stability of the account, but the number of likes is only 100,000+, and the fan activity is not very high.

As can be seen from Figure 2, Panasonic has cooperated with celebrities. If a brand wants to promote quickly, cooperating with celebrities (celebrity. celebrity) as a spokesperson is a shortcut. The notes collected by the professional accounts in the figure are all popular articles, which shows that the celebrity effect is still very high. On the one hand, it is the natural traffic provided by Xiaohongshu, and on the other hand, it is the fan traffic. Figure 3 is the feedback from consumers. "Powerful core. Good appearance. Easy to use" etc. are the best advertising slogans that consumers give to netizens and brands.

(2) Highlights of Xiaohongshu’s content planning

Opening the professional notes, the covers of the notes are mostly guided by exquisite pictures of home furnishings (food, food tools, home furnishings, etc.), which are an invisible attraction for people who love food, love making food, and love life. There are also a small number of food making tutorial videos with diverse styles, which can capture more users who love aesthetics.

(3) Xiaohongshu data growth

(Data source: Xinhong Data)

In the past 30 days, 82 new notes were added, including 53 picture and text notes and 29 video notes. The main creation types are picture and text notes. In the past 30 days, there were 1,814 new fans, a decrease of 55.5% compared with the same period last year. The majority of fans are female, accounting for 88.32%.

(4) Xiaohongshu’s marketing is a copycat

① Panasonic received a relatively good response with "A Letter from Panasonic Electric Heater 92 Years Ago", which differentiated itself from modern technology, compared the brand's long history, and explored history, which is a rare type in Xiaohongshu.

② For celebrity-endorsed products, of course you have to absorb the traffic and master the traffic pool of the same products as the celebrities to add more topicality to the notes.

③Many articles in the professional account analyze today’s appropriate things in the form of a calendar, but the products are not forgotten to be added to the cover, and the topic mainly revolves around happy small appliances for implicit hints. It can be said that he is quite scheming.

4. Small home appliance professional marketing - Miaonai Life Small Home Appliances

Posted notes 109 Followers 5856 Likes 1.9w

(1) Xiaohongshu professional account interface

Miaonai Life Small Appliances Professional Account published its first note in November 2020, and subsequently published articles about good things for going out, food sharing, and household items, etc., but the data are relatively average. As a niche brand, it is also a new brand among home appliance brands.

(2) Highlights of Xiaohongshu’s content planning

From Figure 1 and Figure 2, we can see that the notes of professional accounts also frequently appear with exquisite pictures. Household items are gradually attracting the attention of young people who have just entered the society and mothers. Enjoying life has also become a trend in modern life. These small appliances are indispensable household items for everyone and their families.

Figure 3 is one of the more popular notes among many. It is a tutorial-style picture and text note, which uses multiple keywords "Autumn. Beauty. Fat Reduction. Flower Tea. Health" to string together the title, attracting users who are interested in this aspect to click on the note to browse. The content of the note is a scented tea recipe that uses pictures to show the materials used and what the scented tea looks like, relying on the saturation and color tone of the pictures to attract the target audience.

In the collection of professional accounts, it is unexpectedly discovered that most of the popular articles in the notes are about health preservation and seasonal food. It can be imagined that the fans of the Miaonai Household Appliances professional account pay more attention to the aspect of health preservation. At the same time, the professional account also grasps the needs of the target users to transmit more health knowledge to users, and wins the favor and attention of fans.

(3) Xiaohongshu data growth

(Data source: Xinhong Data)

In the past 30 days, 6 new notes have been added, all of which are picture and text notes. The note categories are mainly home furnishing, food, health and wellness, etc. The total number of fans is 5,838, with female fans being the majority, accounting for 83.37%.

(4) Xiaohongshu’s marketing is a copycat

Miao Nai’s Xiaohongshu certified account is much weaker in content creation, but the direction of content selection is worth learning from. Tutorials on healthy food are also a popular topic on Xiaohongshu. For more popular articles, please refer to Xiaohongshu’s official website - Life Research Institute.

5. Small home appliance professional marketing - Stone Technology

Release notes 123 Number of fans 3.08w Number of likes and favorites 18.1w

Roborock Technology is an intelligent hardware manufacturer focusing on technological innovation. It has launched its own brand products, including the Roborock Smart Sweeping Robot, the Roborock Self-cleaning Sweeping and Mopping Robot, and the Xiaowa Smart Sweeping Robot, all of which are black technologies for home use.

(1) Xiaohongshu professional account interface

Both the top image and the background are Xiao Zhan, and this invisible attraction is well grasped. The "Simplify life with innovation" brand focuses on innovation and improving people's happy life. With the blessing of the same style as celebrities, it must be a factor that can make it stand out in the small home appliance industry. By taking the initiative to increase interaction with netizens through "Ask the Stone", we can answer users' questions.

(2) Highlights of Xiaohongshu’s content planning

Most well-known brands will choose to cooperate with celebrities to enhance brand awareness. When you open the notes of Stone Technology Professional Edition, the first thing that comes into view is the brand spokesperson. In the early stage of the professional account, the notes show the products to users through beautiful pictures of home and household use, and then in the form of question and answer (Figure 2), they show netizens the usefulness of the products and the brand spokesperson’s eye-catching rate for the cover to attract fans.

Picture three is a professional account’s store on Xiaohongshu, which sells various small household appliances. Picture 4 shows messages from fans of the brand spokesperson. They like the brand because they like the spokesperson and start to understand the brand. This is the star effect.

When it comes to small household appliances, users need to think twice before deciding whether to buy them, and they also need to compare the price-performance ratio among many products. Consumers are very cautious when purchasing high-priced goods.

(3) Xiaohongshu data growth

(Data source: Xinhong Data)

In the past 30 days, there were 27 new notes, 9 pictures and texts, and 18 video notes. The creation type was mainly video notes. In the past 30 days, there were 2518 new fans, an increase of 545.0% compared with the same period last year.

(4) Xiaohongshu’s marketing is a copycat

① The video content in the form of question and answer outputs knowledge reserves to netizens. This is a very novel method, which can dispel all the small thoughts and doubts of users before purchasing. It has received many praises from many netizens. Brand reputation is certainly important, but guiding consumers to consume correctly is also very important.

② Seize the most popular variety shows and don’t miss any places where your products appear. This is free advertising! ! , brand operators, why don’t you take action?

6. Small home appliance professional marketing - Tineco

Posted notes 137 Followers 2244 Likes 3198

Tineco is a global high-end smart home appliance brand integrating R&D, design, manufacturing and sales. It has gradually built an Internet of Things ecosystem for home cleaning, personal care, cooking, healthy living, etc. Tineco advocates "white technology for life, small happiness at home" and is committed to creating a dream life for users with smart technology.

(1) Xiaohongshu professional account community

Many of the recent notes are based on solar terms, embedding product details and magnifying the fascinating advantages of ingredients for promotion. There is a Xiaohongshu store, with mops as the main products, but there are relatively few items, so users who want to buy should still go to the official Tmall store.

(2) Highlights of Xiaohongshu’s content planning

From the notes, we learned that the number of fans and the likes and favorites rate of professional accounts on Xiaohongshu are not very high. Figure 2 is the note release of Tineco. The feedback data is unexpectedly good. Many popular articles about brand products can be seen at once. The brand deeply captures people's hearts and naturally implants products in the form of "accident scene", giving netizens a psychological effect that it is really useful, which will form a brand search for consumers with ideas. The more popular articles a brand has and the more consumers say it is useful, the more it can arouse consumers' desire to buy.

There are many forms of notes for professional accounts, including seasonal introductions, program sharing, new product launch advertisements, and sharing of household items, etc., which introduce the brand characteristics from all aspects (Figure 3). Picture 4 is Tineco’s official flagship store on Tmall, which has more than 1 million fans, indicating that Xiaohongshu is just a fixed point for word-of-mouth accumulation.

This shows that there is a reason why it ranked among the top 3 in Tmall's small home appliance brand rankings during the 618 event in 2021.

(3) Xiaohongshu data growth

(Data source: Xinhong Data)

In the past 30 days, there are 6 new notes, 1 picture note, and 5 video notes. In the past 30 days, there are 89 new fans, an increase of 343.7% compared with the same period last year.

(4) Xiaohongshu’s marketing is a copycat

Tineco pays attention to the quality of its advertising on Xiaohongshu. There is not much information available on professional accounts, but the effect of advertising on bloggers is relatively good. It is not difficult to see that the Tineco brand only regards Xiaohongshu as a platform for word-of-mouth accumulation. Otherwise, how could expensive products like mops easily attract consumers to take the initiative to buy them? Brands convert fans to Tmall, creating consumption conversion.

7. Small home appliance professional marketing - Midea small home appliances

Published notes 340 Followers 50,000 Likes 59,000

Midea Group's business includes consumer electrical appliances, mainly kitchen appliances, refrigerators, washing machines and various small appliances. I believe that everyone should be familiar with the Midea brand, which has occupied the minds of most consumers in the home appliance industry.

(1) Xiaohongshu professional account interface

The first note in the pinned picture is the latest note, which uses large characters "same style as celebrity" to attract users. The comment section is full of discussions about brand products and praise for celebrities. Figure 2 shows the note-taking style of the professional account during the Chinese New Year period. Both the color and the habits are very eye-catching.

One netizen left a message saying: "With Midea, you can have a wonderful life", which is undoubtedly a high compliment to the Midea brand and also a degree of trust in the quality and brand reputation of Midea. At the same time, there are many lottery activities in the notes, which arouse netizens' enthusiastic registration and lottery participation, and promote fan interaction. There are also various types of notes such as food tutorials.

(2) Highlights of Xiaohongshu’s content planning

A detailed introduction to product performance and the food-making process allows users to immerse themselves in the temptation of food and want to try it. Then the product is implanted so that users have no way to escape and want to understand the product first. There are many stores selling the Midea brand on Tmall. Consumers should be careful not to fall into traps when shopping and shop with caution to avoid being deceived.

(3) Xiaohongshu data growth

(Data source: Xinhong Data)

In the past 30 days, there are 16 new notes, 10 picture and text notes, and 6 video notes. 940 new followers in the past 30 days.

(4) Xiaohongshu’s marketing is a copycat

① Cooperate with 30 brands to pamper fans, just for the purpose of pampering fans. This way, fans’ stickiness is enhanced and stable output is provided to fans. Big brands are really good at playing and they are serious about pampering fans. At the same time, it also seizes the psychological needs of fans for benefits and takes action.

② Taking the season as an excuse, just like the products, the food and supplies of each season follow a pattern. This move by the Midea brand has solved the urgent needs of many users. Brands should analyze user needs, determine what to do in each season, and then incorporate it into their products to reduce suspicion of advertising, making them more like a good brand that provides timely help.

③During the Spring Festival, the bright color red is used to attract people's attention, so that users can also feel the atmosphere of the New Year in professional accounts. During the holidays, professional accounts can use more topics, tones, colors and other eye-catching forms to present content.

8. Small home appliance professional marketing - Yunjing

Release Notes 204 Followers 3.1w Likes 4.7w

Yunjing, based in the field of household robots, is a brand dedicated to the research and development of revolutionary technological products. It is also a lifestyle brand created for users' love of freedom.

(1) Xiaohongshu professional account interface

Xiaohongshu Yunjing professional account, the notes are roughly divided into product introduction, lucky draw notes, home sharing and daily chats between professional account operation and netizens (Figure 2 and Figure 3). Figure 4 is Yunjing's topic sharing, which contains many notes about brands posted by bloggers, and they are carefully classified to facilitate fans and users to find the product types they like.

(2) Highlights of Xiaohongshu’s content planning

There is a store on Xiaohongshu, but there are relatively few products. Consumers who want to buy the Yunjing brand need to move to other shopping platforms such as Tmall or JD.com. When the Yunjing intelligent floor cleaning robot was first launched, 2,700 units were sold in 2 hours in the Tmall flagship store on Tmall’s “Double Eleven” in 2019, with sales exceeding 10 million. Since its establishment, Yunjing Intelligence has opened up the market through differentiated products and promoted the market through differentiated sales, while also gradually occupying the market through differentiated services.

(3) Xiaohongshu data growth

(Data source: Xinhong Data)

There are 4 new notes in the past 30 days, all of which are picture and text notes. In the past 30 days, there are 239 new fans, of which 85.06% are female.

(4) Xiaohongshu’s marketing is a copycat

As a smart product, product introduction is definitely necessary, but how to capture the highlights is a big question. The Yunjing brand mostly uses the form of lottery to showcase its products, which not only naturally introduces the products, but also helps to attract fans, with Yunjing sending "Jingxi".

9. Small home appliance professional marketing - Joyoung

Xiaohongshu brand professional account published 332 notes, 87,000 followers, 376,000 likes

We learned that Xiao Zhan is also the spokesperson for the cover of Joyoung Professional, but we hardly see any notes with Xiao Zhan as the cover in its notes. This is a small tip. The operation of Joyoung Professional Account must be well controlled. However, we see that the number of likes and fans of its professional account is relatively high, which shows that Joyoung has its own operation method.

(1) Xiaohongshu professional account interface

Figure 2 is a recent note publishing style that uses a recipe tutorial format and a video to explain the production process in detail, demonstrating the versatility of the rice cooker. Attract the attention and viewing of friends who love cooking. It gives people a sense of care at home, greatly enhances everyone's favorable perception of the brand, and enables the audience to fully experience a healthy and happy attitude towards life.

(2) Highlights of Xiaohongshu’s content planning

Look carefully at Figure 3. There are many Little Red Books for the Joyoung brand, but netizens must identify the official one to avoid buying unsatisfactory products. The professional account is positioned as "the official who is the best at cooking on the entire network (approximately)", giving people a feeling of being the most reliable but also the most unreliable operator. It has a humorous style and can attract more fans' attention by pampering fans from time to time. Netizens are often the most active in participating in fan-pampering activities.

Joyoung always encourages consumers to express love to their families. In the future, Joyoung will position the kitchen, upgrade the kitchen, use modern technology to create a smart, smoke-free, open Chinese kitchen, create healthier, more convenient, and fashionable Chinese cuisine, and develop the company into the preferred brand of smart kitchens.

(3) Xiaohongshu data growth

(Data source: Xinhong Data)

In the past 30 days, there are 9 new notes, 3 picture and text notes, and 6 video notes. In the past 30 days, there are 653 new fans, 87.67% of whom are female.

(4) Xiaohongshu’s marketing is a copycat

①The content of small household appliances cannot be separated from food tutorials. From Joyoung’s content, we can see that zooming in on food shots will attract clicks from Xiaohongshu users. This is circled and needs to be tested.

②The content planning for the Lantern Festival is relatively good. The colorful rice balls are very attractive. The second picture is a tutorial. The most important thing is to integrate the product into the picture to directly guide search and purchase.

③The behind-the-scenes footage of celebrity endorsements is also high-quality content for brand professional accounts. Of course, brands with insufficient budgets cannot use it for the time being.

10. Small home appliance professional marketing - Philips

Release notes 139 Number of fans 9.2w Number of likes and collections 3.1w

(1) Xiaohongshu professional account interface

Philips has multiple Xiaohongshu accounts. Users should identify the official account to avoid being deceived. The professional model is designed based on Philips’ flagship shaver, which has a 360-degree all-round lens on the product body, emphasizing excellence. Since Philips joined Xiaohongshu, it has accumulated a large number of fans, but the fans' activity level is not very high.

(2) Highlights of Xiaohongshu’s content planning

In Figure 2, we can see that many of the notes are in the form of couples and families, which also implies that Philips is a brand that enhances family happiness. When giving a gift to your boyfriend, is a razor the first thing that comes to your mind? Then many people will think of Philips when they think of razors. This is the brand effect. Philips occupies a large proportion in the hearts of netizens. We can see that Figure 1 also includes notes from the expert’s explanation, which further enhances the brand’s authority.

(3) Xiaohongshu data growth

In the past 30 days, there are 3 new notes, 1 picture note, and 2 video notes.

(4) Xiaohongshu’s marketing is a copycat

With the label "Creating a healthy life with the power of technology", we can see that many videos of Philips are produced with great care. From the lighting, shooting angles, to product displays, they all prove their positioning as "black technology". Brands should focus on their own brand positioning and publish vertical note content. We also joined forces with celebrities to form a celebrity matrix to say hello to netizens.

3. Final summary

This article disassembles 10 professional brand accounts on Xiaohongshu in the field of small household appliances to show you how small household appliance companies operate professional brand accounts on Xiaohongshu, from the top-level design of brand accounts, content planning, and various operation skills, in order to gain the trust of potential consumers on Xiaohongshu, form brand premium, and then communicate better with users.