电商老板小红书种草的困局：有数据没销量

本文主要探讨电商老板在小红书种草时遇到的问题，尽管有数据和爆文却没有销量，阐述了小红书种草的两种逻辑——生意逻辑和传播逻辑，分析两种逻辑的差异、冲突以及各自关注的重点等内容。

At the start of the year, I had communication with several e - commerce bosses regarding cooperation. The biggest problem they faced with Xiaohongshu (RED) seeding was that although there were data and popular posts, there was no sales volume. For example, a large - scale health brand spent one million yuan last year, but the result was not as good as one - third of the sales volume brought by our cooperation with similar clients with a lower budget.As a Xiaohongshu service provider, the most frequently asked question is: currently, Xiaohongshu influencers are expensive and the traffic is not so good. So how can we achieve seeding effects to drive sales on Tmall? After all, for e - commerce brands, the most important goal is sales volume rather than the number of reads.Most bosses are obsessed with attracting traffic, but in the end, they can't even do that well. The starting point of marketing is the product, and the starting point of making a deal is the needs and trust of users. We should study who the product is sold to, study their consumption decision - making paths and deal - making factors, and communicate with them in a way they can understand. Pictures, texts and short - videos are just forms of reaching them, and the purpose of the content is to reduce the users' decision - making costs and increase their trust.At present, many products have no differentiation. There is only one way out, which is to reduce the customer acquisition cost and increase the user trust value through the full - link content instead of competing on price.When the sales are not good, many people's thinking is to continue optimizing influencer selection, titles, covers, etc., in order to better obtain traffic. But in fact, the result of implementation is determined by the seeding logic of the operation team from the very beginning.There are two Xiaohongshu seeding logics for the operation team: one is the business logic, and the other is the communication logic, and these two logics are conflicting.01 What is the communication logic?It means that the result of Xiaohongshu seeding is front - end data - oriented, such as likes, comments, and the number of reads.Under such a result - oriented situation, the following are given priority: - What kind of content do users like to read? - What kind of topics are more spreadable? - What kind of influencers have relatively stable historical data and a relatively low CPM?What kind of content do users like to read?What kind of topics are more spreadable?What kind of influencers have relatively stable historical data and a relatively low CPM?This kind of content cares about communication, the number of covered people, reading costs, and click costs, but there is no consideration of product sales volume in the indicators.Although it will also gain insights into the crowd and scenarios, because of the data - orientation, the choice of influencers may be wrong.It's like many state - owned enterprise leaders. Their goal is to retire safely. So it's impossible for you to expect them to innovate and achieve results. Innovation means risks. If there are results, they may not be promoted. If there are no results, they will surely lose face.Both pet - loving influencers and pet daily vlog influencers can reach pet - raising users, and the data of placement is also very good. However, the immediate sales of this type of influencers are very poor. Is there a problem with the crowd insight?No. It is because of the problem with the result - orientation. When the brand requires a high rate of popular posts and a large number of reads, it is easy for the front - line execution to find such accounts. Many brands say they want sales volume, but the evaluation indicators are the rate of popular posts, the number of reads, and CPM. How can there be GMV?02 What is the business logic?The result of seeding is GMV - oriented, and the following are given priority: - What kind of content can sell products? - What kind of content can increase the deal - making rate? - What kind of content can highlight the uniqueness and advantages of the product? - How should the cat store be operated to best undertake the traffic?What kind of content can sell products?What kind of content can increase the deal - making rate?What kind of content can highlight the uniqueness and advantages of the product?How should the cat store be operated to best undertake the traffic?Many brands say that they are also using Xiaohongxing to monitor data. This is not about what tool to use for monitoring, but about the seeding idea. Even if it is monitored by Xiaohongxing with a communication - oriented approach, the effect is not good.The content of the business logic cares about effective product seeding and the conversion of the precise crowd. Working backwards from this goal to find influencers and produce content will not deviate too much.Why are these two logics naturally conflicting?Just like the extraction of selling points, we can't have everything. There is only one core selling point.With a limited budget, we can only choose between communication and conversion, not expect both good data and high conversion. Such content is hard to come by, and only influencers with strong content creation abilities can achieve it, but they are very expensive.The logic of interest - based e - commerce cannot be exposure first and then conversion later. If you don't have good content for users to remember and convert, over time, they will only be exposed to various competing products and forget you soon.Traditional advertising exposure also emphasizes high - frequency and intensive bombing. One exposure and then it's gone, and there can be no conversion.If intensive bombing is carried out in interest - based e - commerce, that is the way many brands play on Douyin. In the end, they don't make money or even make a small profit, provided that there is enough budget.For general - audience influencers, seeding cannot be too direct, so the data will be good but the conversion will be poor; for vertical - category influencers, the content focuses on the product, so it is difficult for the content data to be a big hit, but the conversion is good; if the conversion rate is as low as 0, even if the number of people is large, the result will tend to be infinitely small.For small and medium - sized brands or new products of big brands that communicate with us, we will be honest. Seeding must follow the business logic. Don't compete with competitors in communication. They have sufficient budgets and strong brand power. This kind of competition is like hitting a stone with an egg. Only the content that can influence the purchase decision - making is effective. Even if the communication data is poor, but the conversion rate is high, and the repurchase rate is high, it is easier to drive the growth of GMV.

文章指出电商老板在小红书种草面临有数据没销量的问题，阐述了小红书种草的生意逻辑和传播逻辑。传播逻辑以前端数据为导向，关注传播相关指标而忽略销售额；生意逻辑以GMV为导向，注重产品有效种草和精准人群转化。两种逻辑存在天然冲突，在有限预算下需做出选择，对于中小品牌或大牌新品，种草应遵循生意逻辑以提升GMV。