Furniture home improvement, no matter on which platform, is a hard bone to chew. However, there are also cases where the little red book is promoted separately and sells high performance in one week. The author of this paper summarizes some tips for selling little red book furniture, hoping to bring you some help. Furniture home improvement, no matter on which platform, merchants will feel that this is a difficult bone to chew. Taobao's sales performance can be in the top five categories, but it has hit a wall everywhere in Xiaohongshu; There is also a little red book promotion, which sells high performance in a week. Of course, you need to master the flow password, promotion and drainage means of Xiaohongshu. Today, I summarized some sales skills of Little Red Book Furniture, hoping to help businesses and brands. 0 1 xiaohongshu jiezhuang audience from the perspective of the fan painting of the whole home furnishing industry, the fan image is more inclined to women aged 24-32 and men aged 18-23. The data shows that women prefer first-and second-tier cities and new first-tier cities, men prefer third-and fourth-tier cities, and the proportion of boys buying houses in their hometown is relatively heavy. In the first half of 2022, the national home improvement market was mainly concentrated in new first-and second-tier cities. As of August 6th, the calorific value of furniture within 30 days will expire on August 6th. The hot topic Little Red Book Furniture 02 Little Red Book Content, Explosion Case 1: Shopping overturned, I want to cry! (Note data: like 2795, collection 100 comment 357) Write a note to share shopping experience, and share some experiences in purchasing sofas based on the experience of rollover. For such precautions, people who need to buy sofa furniture often have a very objective suggestion. Instead of directly explaining why the sofa happened, it created a series of suspense to catch everyone's curiosity and let everyone look down. Rigorous and humorous, it directly shows the process of a wave of buyers' shows and sellers' shows, and the advice on buying products directly gives people in need a sense of * * *. This kind of shopping experience has produced a good buzz with everyone, a good experience with everyone, and also brought some good traffic to bloggers. This kind of reference suggestion has really brought practical use to everyone. Copying homework: explosive articles often don't directly plant something for everyone. Sharing dry goods knowledge with your own personal experience and rollover incidents will often bring some reference suggestions to those in need. This kind of atmosphere obviously creates a good atmosphere between bloggers and readers. Case 2: Never buy a coffee table casually! Look at these five models, they are cheap and beautiful! (Note data: like 1230 collection 1656 comments 19) The furniture market is grim, but how to choose furniture is really the direction that people need now. What is shared from different categories is related to the coffee table. Don't buy a coffee table casually, so that everyone has doubts about how to buy a coffee table. The word cost-effective captured the reader's heart. First of all, throw questions and catch everyone's curiosity. A small content may hide more than a little. The blogger said that the extremely cheap and versatile items recommended to everyone can save our living room and attract everyone's attention with exaggerated methods. Secondly, I will give you examples to recommend categories according to style, living room size and material, so that you can take practical suggestions according to your own style. The previous part of metaphysics really caught everyone's eye, but you can also compare and refer to other grass planting products recommended by bloggers. Copying homework: the premise of sharing notes has attracted everyone's attention. It is king to be closer to the needs of users and consumers in content. Users are more willing to accept the content they are interested in, rather than being forced to choose passively. Case 3: Furious province 5000 engaged in furniture, pdd is really my god (note data: like 2.5w collection 2.9w comments 2 15). Judging from the contents of the notes, it is mainly to suggest and plant grass, to save money for users in the form of' flat replacement', so as to plant grass, and to fully show the overall appearance and details of the product through video, which is constructive for the fans of Xiaohongshu who are decorating or planning to change furniture. Notes capture the psychological war of saving money, and are loved and even praised by many users. Attract users with headlines. Many small partners began to fidget when they saw such a large amount, which aroused users' interest and triggered a "war" in the comment area, which not only realized the process of planting grass, but also better activated users' interactive psychology. Everyone knows the price of furniture. The products you want to buy are of good quality and cost-effective, and you must spend a lot of thought. Bloggers grasp the psychological needs of users, make suggestions for users, and guide users to copy homework directly, which is affirmed by many users. Copying homework: The topic selection of notes, how to show them and how to plant grass are all related to the flow. As a "constructive grass planter" of users, bloggers must have an insight into the psychological needs of fans and understand what they want in order to generate the real needs of users. Little red book marketing copy homework: topic+scene aroused the user's * * *, more popular with users. Furniture products attract users from the aspects of appearance, details and practicality, and hit the pain point from the psychological needs of users. The title directly indicates the scene, and the target crowd is clearly positioned. For those who don't know about target group research, please see my article "A set of consumer research methods for 2 million yuan little red book". Furniture explosion type: 1) home improvement effect type (topic introduction+price+effect) This type is a common explosion form in the home category of Xiaohongshu platform, which is highly discussed with users because of its unique decoration style and concept display. At the same time, some guiding value and cost reference are given to give users the practice of planting grass and pulling thunder. 2) The explosion of home theme of single item and grass (price+fun+effect) is very easy to detonate, and its formula is "low price"+"strong performance", which is the maximization of two-level contradiction. Usually, low-priced products are low-priced, which requires the products themselves to be excellent in expression and form a topic form. For cheap and practical products, users have no ability to refuse. Single-item notes need us to dig deep into the highlights of products, but single-item notes are also the most difficult point. It can accurately detect the most painful interests of users, not only list the selling points of products, but also connect hard advertisements unrelated to the interests of others, and the click-through rate can be imagined. In any emotion of planting grass, fans can quickly fill their yearning and expectation values, and the essence of planting grass is obviously more obvious. 3) Compared with the notes on the effect of home improvement, the notes on the good home goods list are not so demanding. Such notes emphasize and highlight the reference of products, display diversity, have stronger knowledge of dry goods, and plant grass in daily implanted products more coherently and effectively. This type of notes shows the information users need in a centralized and valuable way, and can quickly grasp the user's desire to collect. In product planting, the expressive force of products is particularly important, so it is very important to choose appropriate scenes and forms. The "scene" here is very simple, that is, practical and knowledgeable, but don't weaken or step on other products. Similar products have similarities, so you can list the contents of the list, which is more comparative and easier to highlight the highlights. According to the 500 explosion notes of Little Red Book, the author summarizes several titles and formulas: explosion title formula 1= subdividing people+numbers+results to cure furniture! ! With 36 vintage solid wood furniture, the French style is "the style of the poor"! ! 65438+ 1 100 million square meters small apartment explosion title formula 2= emotion+number+result Because of poverty, hard clothes really only cost 3.8w, furniture 4w, and the schedule is so cheap that people are speechless! ! Super Heart Water 10 Furniture Treasure Store Treasure List! 10 furniture store explosion title formula 3= question+result What are the most economical ways to match the soft clothes in the living room? Where can I buy designer's secret furniture? Six overbought furniture stores share the drainage method of 03 Xiaohongshu Furniture 1. In the comment area, drainage bloggers plant grass in seven ways: taking notes, raiders' tutorials, horizontal comments, vertical life, dry goods, solving pain points, and raising flag plot selling points. Fan users seek demand from bloggers through questions. At this time, you can talk about the brand name, link, store or official WeChat account to convey information to users. From a certain point of view, this drainage method is a common drainage method that the public is becoming more and more proficient. When I was in class before, some brands operated like this: commenting on their products, praising their products and so on. In other people's comment area, this is a typical' living in someone else's explosion'. It can also be regarded as a drainage method, which can lead the traffic home without spending a penny. 2. The daily videoization of the sales crown can turn the sales process of the company's best sales staff into a video and promote it on the little red book. Why can this method be adopted? First, as the crown of sales, the content introduced to customers can impress customers, which is certainly reasonable, and it is necessary to have certain judgment ability on customer needs. After the daily sales of the crown are filmed, it can also affect the target population in the little red book. The second is to indirectly convey the brand concept, and users will be interested in your brand. Then a set of drainage process will be formed, which is also the form of branding. 3. Most furniture brand merchants who have formed cooperative relations with shops in related industries are unaware of this. A related category can have multiple categories, and we can form a cooperative relationship with these related category merchants, which can not only increase product sales, but also effectively' play' the brand. For example, then I can cooperate with the floor tile shop and put the furniture in some parts of their floor tile company. Users can also notice the furniture while browsing the floor tiles. This is also a way of drainage, and spending a little money can bring great benefits to the brand. Why not? However, if this drainage method is adopted, the two sides need to reach an understanding. 4. Gift drainage, as the name implies, is a way to use cheaper products as gifts to send things for drainage, spread contacts in a short time and realize drainage. The existence of gifts can enhance customers' recognition of product value, and once recognized, the purchase probability will naturally increase. Because the furniture industry is mostly expensive products, we can choose small and cheap products for drainage, or merchants can customize a batch of products or brand representative products for drainage. Gift drainage is nothing more than buying cosmetics. When users buy this product, they will send some samples of other products to users for trial use. They think it is more suitable for them and better in all aspects. Then users will regard gift products as one of the' wish lists', at least they will have a chance to be selected. You can't give it away for the sake of giving it away. Users are interested in a product, the most fundamental thing is its own value, not because it is free or given away. 5. Source factory drainage method How do we usually understand the source factory? Source factory = cheap. When users see that your products have factories, they will definitely think that your furniture is cheaper, so it has more advantages for users' selectivity. Users will pay attention to it first-private letter-drainage to WeChat-offline store. The source factory is not only a way to attract users, but also a guarantee of brand quality and an affirmation of category diversity and cost performance. 6. Home decoration, life records The data of home modification notes are usually better and more real, which can arouse the sigh of the users of Xiaohongshu, and at the same time, it can also be curious about the furniture modified at home, which in turn leads to product drainage. If the selection of furniture and other issues belong to experience, this kind of content is also popular in Little Red Book. There are two kinds of drainage. One is that bloggers need to modify their homes and find businesses through third-party data platforms to form cooperative relationships; The other is that bloggers simply share, which belongs to "tap water" in terms of merchants. 7. The advertising form of Little Red Book bled us dry. When searching for furniture keywords in Xiaohongshu, we will insert various advertisements about furniture in our notes, click to participate, fill in basic information, and then visit offline. This form of advertising usually attracts users in the form of activities, benefits, gifts and so on. , and guide users to conduct transactions online through offline access. This form needs to pay a certain "tax" in Xiaohongshu. If the merchants with strong prices and funds can consider it, or big brands can consider using this method to drain offline users. Finally, it is concluded that enterprises may run into a wall and be confused in Little Red Book. For furniture enterprises, the layout of Little Red Book is firstly to realize all-round plus-code marketing strategically, and single page is the most difficult step, followed by playing a red sea on other platforms. Xiaohongshu's unique user structure has more potential development space and opportunities. Little Red Book not only brings dividends to enterprises, but also brings certain restrictions. As we all know, the core essence of Little Red Book is: high face value. No matter people, things, pets or children, Yan value is undoubtedly its most obvious label. In home decoration, the data of cheap price, high cost performance, high value, excellent performance and home modification in all kinds of notes have an immediate effect, and are also very popular in the little red book. The most important thing is the way of drainage. Drainage is enough, and less money is wasted. Columnist Zhuang Jun, official account of WeChat: Zhuang Jun, senior marketing researcher of Xiaohongshu, author of "Detonating Xiaohongshu", Internet content marketing 1 1 year, signed a contract with Haier as a content marketing consultant. Everyone is a product manager columnist. This article was originally published by everyone as a product manager, and it is forbidden to reprint without permission. The title map comes from Unsplash and is based on CC0 protocol.