Source: Mr. Elk Sky
Last Friday (April 12), Xiaohongshu e-commerce held a home furnishing open day in Shanghai with the theme of "Let good design grow good business", and the official account (Mr. Elk Sky) was also invited to participate in the event.
01. Why did you choose Xiaohongshu?
I remember 18 years ago, I knew a few home designers, at that time, they were still a little hesitant to try Xiaohongshu, after all, they have some roots on other platforms, although the trend is very obvious, but they don't dare to get rid of it easily, but the time is not long, 19 years, I found that these designers are no longer entangled in these problems, for them, All In Xiaohongshu is the most reasonable answer.
Now in 2024, it can be said that Xiaohongshu has begun to become an important platform for home furnishings.
If you're a unique home design brand and want to find your customers through social platforms, then Xiaohongshu is indeed the best choice.
If it doesn't make sense to do so, but in terms of user accuracy, the set of data mentioned in the campaign is:
1) The monthly active users of browsing home furniture-related content on Xiaohongshu reached 140 million+
2) Post-90s users account for more than 70%
3) The unit price of Xiaohongshu furniture reached 800 yuan.
These figures show that the most dynamic, most consuming, and most aesthetic young users in the home furnishing industry on the whole network gather here, and also show that for the home furnishing category, Xiaohongshu's users are very accurate. However, user accuracy is not the end, user accuracy means an increase in purchase conversion rate, and it also means that home furnishings will sell better.
According to the data released at the meeting, in the past six months, through the role of merchants' store broadcasts and notes, as well as the help of buyers, the transaction volume of home designer brands on the Xiaohongshu platform has increased by 15 times, and the number of user purchases has increased by 700% year-on-year, which is growing rapidly.
Xiaohongshu is becoming a platform for planting and pulling weeds in the home category, and it is also responsible for direct communication between brands and users.
Of course, as bloggers and brands who are already in the circle, they already know about growth, because whether the daily effect is good or not, haven't you counted it in your heart?
Therefore, like everyone, I am more concerned about the future operation strategy of the platform and the platform's support for the home category, because the attitude of the platform determines the subsequent development status of the category.
02. Xiaohongshu e-commerce support
At the event, Mai Queen, the head of Xiaohongshu's e-commerce business, released the first IP "REDeco" in Xiaohongshu's home furniture industry, and will also do a series of support around this IP in the future.
Some students will ask, how to understand "REDeco" and what is the use?
Let me make a brief version, simply put, the selected brands will be marked with REDeco labels on the account homepage and product pages, maximizing consumers' certification and perception of the brand, similar to a good design "certification" other than blue V.
This kind of certification is not a home furnishing company can be labeled, but through the results of the selection of designers, bloggers and industry experts in the industry, or more simply, through the unanimous approval of the "jury".
In the future, Xiaohongshu users will be able to rely on this label to buy original products with a sense of design more easily.
Not only labels, but at the same time, Xiaohongshu will also focus on the IP of REDeco to do a series of marketing activities and traffic support to enhance the awareness and influence of REDeco, and the selected brands can also enjoy the added dividends of IP, such as the offline activities that are now being carried out, Xiaohongshu Home Life Festival, which invited these brands to participate together.
But when it comes to platform support, REDeco's label certification is only one of the supports, not the whole story.
Xiaohongshu divides the growth stage of a merchant into three stages, namely the cold start of the store, the sales growth period and the stage when the brand is well known to consumers, and there are different exclusive supports at each stage.
In the cold start stage of opening a store, Xiaohongshu will brand the brand with the REDeco label as the basic support for the start.
During the sales growth period, Xiaohongshu will accelerate the growth of the brand through 100 million-level traffic support, monthly promotional activities and S-level promotion activities twice a year.
At the same time, there will also be merchant operations to provide one-to-one services to the brand, ensuring that every REDeco merchant can get exclusive operation docking support and help in Xiaohongshu.
Finally, during the sales growth period, Xiaohongshu will hold a selection meeting for buyers and merchants, so that more brands can be recognized by more excellent buyers and expand the sales effect.
In addition, there will be an exclusive merchant rebate policy, and after REDeco merchants reach a certain business scale throughout the year, the platform will carry out a partial commission rebate policy to reduce the operating costs of REDeco merchants on the platform.
I carefully calculated, Xiaohongshu's three support for home furnishing businesses is superimposed, it is still very sincere, there are certifications, traffic, activities, and finally commission rebates, which are extremely friendly for a designer brand that focuses on products, not complicated, and there are not too many twists and turns, you just need to do a good job of the product and get it to Xiaohongshu to do a more comprehensive display.
Friends who read the article today, some of them may be bloggers, and they will inevitably ask, teacher, why are they all brands? What are the new opportunities for us home bloggers?
In my opinion, this is all self-explanatory content, because the better the brand development in the home category ecology, the more favored bloggers, especially buyers, will naturally be, and the higher the brand investment in Xiaohongshu, the better the buyer's income will be, so for bloggers/buyers, they only need to do their best and do more professional furniture and home sharing content, and they have already caught up with the dividend by default.
But if you say I want to work harder, does the platform have any support? In fact, in the same event, Zheng Feng, the person in charge of Xiaohongshu furniture buyers, also shared some support policies for Xiaohongshu home buyers.
For example, the exclusive "flash buyer" plan for new buyers, and the more mature vertical IP and promotion activities similar to the Home Life Festival for mature buyers, at the same time, the platform side will also invest in hundreds of millions of traffic, large coupon subsidies and operation 1V1 support to help buyers grow in an all-round way.
So bloggers, don't be idle.
The whole event is relatively rich in content, and many of them can't be written one by one, but in the whole event, McQueen, the head of Xiaohongshu's e-commerce business, has a sentence that I am particularly impressed, "In the next year, our goal is to make 1,000 well-designed home furniture brands grow steadily and healthily in Xiaohongshu."
I hope that in 2025, we will witness it together.