How to sell products through live streaming on Xiaohongshu!

Live streaming sales has been really popular recently. From big stars like Liu Shishi and Yang Mi to CCTV host boys, they have all entered the live streaming room, communicating and interacting with fans through live streaming and selling goods online. As a platform for sharing life, Xiaohongshu has of course begun to gradually improve its live streaming and live streaming sales functions, and increased its support for creators' live streaming traffic. More and more Xiaohongshu creators have also begun to turn on the camera, interact with fans through live broadcasts, and sell goods through live broadcasts.

Today, Mr. Milu’s interview room invited several creators who have been on the Xiaohongshu live broadcast hourly list to share their Xiaohongshu live broadcast experience and talk about their thoughts on live broadcasts.

01 Miss Miao Ning

@小姐姐喵宁: A graduate of the Journalism Department of Shenzhen University, she is a blogger on beauty stores on Xiaohongshu. He started live streaming on Xiaohongshu in March and once topped the Xiaohongshu live streaming popularity list.

Miss Miao Ning's homepage

Mr. Elk Sky: When did you start live streaming on Xiaohongshu? Have you ever done live broadcasts on other platforms before? What is it like to do live streaming on Xiaohongshu?

Miss Miao Ning: I started my first live broadcast on March 14th. I have never done live broadcasts on other platforms before. This “first stage” is dedicated to Xiaohongshu!

Live streaming on Xiaohongshu is my first time communicating with people who follow me in real time, and it makes me feel closer to my audience. Because Xiaohongshu's previous positioning was more towards a grass-planting platform, its e-commerce presence is not very strong in the market, and users tend to watch live broadcasts on platforms such as Taobao and Douyin. It will still take some time to change users' habits. Like me, many bloggers had no live streaming experience before. If they want to transform themselves into bloggers + anchors, they still need to practice slowly.

Mr. Elk Sky: When you first started live streaming, did you ever encounter any dull moments or situations where no one was watching? How was it resolved?

Miss Miao Ning: There will definitely be a dull moment or few viewers at the beginning. I usually share my live broadcasts to private platforms such as WeChat Moments, fan groups, and live broadcast groups when I start broadcasting. During the broadcast, I will also actively interact with the viewers and express my hope that everyone can share the live broadcast link if possible. When the number of people reaches xx (a target number is set), I will start the first round of lucky draws. Use this type of language to encourage them to share and interact.

You can also ask your assistants, familiar friends, and fans to interact in the comments section of the live broadcast room to help liven up the atmosphere. In addition, if you release a live broadcast preview 1-2 days in advance and tell everyone the live broadcast content and benefits in advance, more people will watch.

Mr. Elk Sky: What do you usually talk about with your fans in the live broadcast room? What preparations will you make before the live broadcast?

Miss Miao Ning: The content of the live broadcast is based on the positioning of my own account. I have shared skin care, makeup, personal care products, as well as postgraduate entrance examination experience and blogger experience. These are all derived from the notes I have written in the past. Try to design the content and product selection of live chats based on the tone of your homepage and your personal interests and hobbies.

Before the live broadcast, I will prepare a strategy, organize the content of my speech, and arrange the products that need to be displayed and shared during the live broadcast. In addition, you need to prepare the live broadcast hardware props, such as a ring light for live broadcast, a mobile phone (for screenshots and lucky draws), a charging cable, a power bank, etc.

Mr. Elk Sky: How did you develop from live streaming at the beginning to live streaming with goods now? Compared with general live streaming, what do you think is the difference between live streaming with goods?

Miss Miao Ning: When Xiaohongshu encouraged live streaming to sell goods, it issued a regulation that as long as you broadcast three live shows within a certain period of time, and the cumulative number of viewers in each show reaches 100, you can activate the permission to live stream and sell goods. At that time, I had 3 events that met the requirements, and since then I started live streaming to sell goods.

The first live broadcast of selling goods was on March 22. I personally feel that Xiaohongshu’s live broadcast of selling goods is still in its infancy. The merchant brands and categories that can be selected are still being established, and the discounts given to bloggers’ live broadcasts are not the most favorable. In addition, users have not formed the habit of watching live broadcasts on Xiaohongshu. Therefore, most Xiaohongshu bloggers will include a gift drawing session when they are live streaming selling goods, so as to mobilize users’ enthusiasm for watching.

Mr. Elk Sky: Regarding Xiaohongshu live streaming, do you have any experience you can share with everyone? For example, the time and frequency of live broadcast, some points to pay attention to during live broadcast, live broadcast language, etc., or some of your own live broadcast experiences.

Miss Miao Ning: We should focus on studying the live broadcast regulations of Xiaohongshu to avoid risks. For example, the live broadcast room cannot have traffic from other platforms such as WeChat/Taobao, and there are certain regulations on the dress code for live broadcasts, etc. If there are any violations, there will be a penalty of suspension.

During the live broadcast, interact with fans sincerely and actively. If you are doing a live broadcast to sell products, remember to do your homework, remember the product information and discount amount, and avoid making mistakes. When interacting with the lottery, the rules for winning should also be set, such as how many times a user can win in a game, whether the draw is by screenshot or system, whether the winning products cannot be returned or exchanged, etc. You still need to be cautious when selecting products for promotion. It is best to only promote products that you have used and have quality assurance. Do not promote products without any quality assurance.

Finally, I personally think that if you don’t want to develop mainly in the direction of live streaming, it is recommended that you first take notes, build a good fan base, and use live streaming as an aid.

02 Dumpling

@Tuanzi: A beauty and skincare blogger on Xiaohongshu, mainly sharing scientific skincare tips. A newbie in Xiaohongshu live streaming who has been on the popularity list.

Tuanzi's homepage

Mr. Elk Sky: When did you start live streaming on Xiaohongshu? Have you ever done live broadcasts on other platforms before? What is it like to do live streaming on Xiaohongshu?

Tuanzi: I started live streaming at the end of April this year. I had never done it on any platform before. I had always wanted to do it but I always thought too much and didn’t start. After being eager to do it for a long time, I finally couldn’t wait any longer and started my first casual live streaming on a weekend afternoon. I immediately regretted it after the live broadcast. I should have done it earlier, haha. It wasn’t as embarrassing as I imagined, so I was quite happy.

Mr. Elk Sky: When you first started live streaming, did you ever encounter any dull moments or situations where no one was watching? How was it resolved?

Tuanzi: Because there are always people paying attention to my baby, there were people when the broadcast started. But it was the first time and not many people came, so it wasn’t very lively. I almost never had any dull moments. This is related to the theme of my broadcast. I am putting on makeup during the live broadcast, and if no one pays attention to me, I will just continue with my makeup. Haha, sorry for the joke.

Mr. Elk Sky: What do you usually talk about with your fans in the live broadcast room? What preparations will you make before the live broadcast?

Tuanzi: I will decide the topic in advance, first determine the direction, decide whether it is skin care, makeup or life, and then determine the format, choosing to share casually or chat while doing skin care and makeup. No matter which method or topic, I will prepare in advance and control the approximate time. If I finish speaking in advance and have nothing to say, I will not sit and wait but will also prepare a back up. It is better to prepare a useful article in advance, so as to bring up the topic again.

Mr. Elk Sky: Do you know anything about live streaming sales on Xiaohongshu?

Tuanzi: I haven’t done live streaming to sell goods yet, I’m still waiting for the opportunity. I’ll first interact with my fans and build connections. Sharing the most useful things with my followers will always be the core of my live streaming and content. When selling products through live streaming in the future, I will give priority to products that I have used and found to be good, and secondly, products from big brands with guaranteed guarantees. I currently have no experience in live streaming sales.

Mr. Elk Sky: Regarding Xiaohongshu live streaming, do you have any experience you can share with us? For example, the time and frequency of live broadcast, some points to pay attention to during live broadcast, live broadcast language, etc., or some of your own live broadcast experiences.

Tuanzi: I maintain live streaming twice a week. I think the threshold for self-media platforms is very low now. Anyone can be a host or a KOL. The fierce competition may eliminate a group of people. My advice is to focus on your own areas of expertise, keep learning at all times, do more planned and meaningful live streaming sharing of practical information, maximize the use of time, and make sure both you and the people watching the live streaming feel that this time is worth it.

03 Jiang Xiaoxian

@姜小仙: A blogger on beauty, skin care, and food exploration on Xiaohongshu. He started live streaming in March and was one of the 100 bloggers on the first popularity list of Xiaohongshu's "Shining Star Anchor Support Program".

Jiang Xiaoxian's homepage

Mr. Elk Sky: When did you start live streaming on Xiaohongshu? Have you ever done live broadcasts on other platforms before? What is it like to do live streaming on Xiaohongshu?

Jiang Xiaoxian: It was my first live broadcast on March 5th. I had never done a live broadcast before. Xiaohongshu’s live streaming platform feels very healthy. Bloggers generally have something genuine to share so that their fans can learn something. It is very suitable for bloggers like me. It is a good opportunity to interact with fans and increase fan stickiness.

Mr. Elk Sky: When you first started live streaming, did you ever encounter any dull moments or situations where no one was watching? How was it resolved?

Jiang Xiaoxian: When I first started live streaming, there were only a dozen people online in the room at the same time. I was so nervous that I even called out the wrong fans’ names. Fortunately, I have a humorous personality and can make fun of myself to ease the embarrassment. After two or three games, I gradually became proficient.

Mr. Elk Sky: What do you usually talk about with your fans in the live broadcast room? What preparations will you make before the live broadcast?

Jiang Xiaoxian: I usually share some of my skin care experiences during live broadcasts, ranging from facial skin care to whole body skin care. Teaching fans to develop good habits is more important than anything else. Just spend one more minute every day to develop good habits that will benefit you for a lifetime. I will also share some makeup goodies I have discovered recently. Of course, as a sophisticated food blogger, my ultimate goal is to often help my fans discover things that are delicious and won’t make you fat, haha.

There is a lot of preparation before the live broadcast. I broadcast live regularly from 7 to 10 pm. I will be very busy on the day of the live broadcast. I have to recite the product brief written the day before. I usually write it myself, and what I say based on my own experience will not be as stiff as the selling points given by the brand. Also, I have to confirm the price mechanism with the brand again and again before the live broadcast to ensure that I get the lowest price in my live broadcast room. Before the live broadcast, I will also preview the good stuff in the fan group.

(Jiang Xiaoxian's live broadcast experience sharing, click on the picture to jump)

Mr. Elk Sky: How did you develop from live streaming at the beginning to live streaming with goods now? Compared with general live streaming, what do you think is the difference between live streaming with goods?

Jiang Xiaoxian: My original intention of doing live streaming was to be a live streamer who sells goods. It is not for the purpose of profit because I love to share good things in my daily life. Compared with ordinary live broadcasts, there will be more things to talk about and introduce in live broadcasts with goods, and there will also be raffles supported by the brands. A live broadcast of more than three hours will almost never be dull.

Mr. Elk Sky: When it comes to live streaming sales, what kind of products and brands do you generally choose? Do you have any experience to share with everyone?

Jiang Xiaoxian: Regarding product selection, my advice is to choose brands that you have used or are very familiar with. This way, you will feel involved when introducing the products, and your fans will not feel that it is a blunt sales pitch. I will only share with others things that I truly think are good. I tried the product and refused to sell it because I felt it was not good.

Mr. Elk Sky: Regarding Xiaohongshu live streaming, do you have any experience you can share with us? For example, the time and frequency of live broadcast, some points to pay attention to during live broadcast, live broadcast language, etc., or some of your own live broadcast experiences.

Jiang Xiaoxian: Regarding the live broadcast on Xiaohongshu, the live broadcast on this platform is still in its early stages of development, and many people don’t know that Xiaohongshu has live broadcasts. Of course, the current live broadcast entrance is not perfect enough. This is what anchors usually call no traffic. Fans who don’t follow me can’t see me live streaming and can’t enter the live streaming room. However, we should be optimistic about Xiaohongshu, a cross-border e-commerce platform. If we take root in this platform and stick to it, the traffic will get better and better and attract more and more fans. To my fellow bloggers who are currently doing live broadcasts on Xiaohongshu, I have only one thing to say: keep going!

Regarding the time and frequency of live broadcast, I haven't set a fixed time yet. I only broadcast twice a week, each time between 7-10 pm. It would be best if the time is fixed in the future.

04 Conclusion

Xiaohongshu live streaming has just started and there is still a lot of room for development. When you first start live streaming, you can share useful information and divergent content related to your account positioning, which can enhance fan stickiness and bring in more fans and users. Before starting the live broadcast, you can also do more live broadcast homework, prepare live broadcast props, release the live broadcast preview in advance, and notify fans to watch. Don't be too embarrassed even if the show goes cold. You can interact more with fans to liven up the atmosphere of the live broadcast. You don’t have to start live streaming to sell goods right away. You need to interact and communicate with fans seriously and output meaningful and valuable content to attract more fans. It can also be seen from the self-narrations of the above bloggers that compared with brand effect and promotion price, the selection of products for live streaming should pay more attention to product quality and their own experience of use.

I believe that after reading this, you can’t help but want to start live streaming on Xiaohongshu? All things are difficult at the beginning. In fact, once you really try it, you will find that live streaming is not as difficult as you imagined. Are you still regretting that it’s too late to become a Xiaohongshu creator? Then be one of the first to try out “live streaming”!

Author: Mr. Elk Sky

Source: Mr. Elk Sky