On Xiaohongshu, Becoming an Influencer Is Hard, but Doing Business Is Simple

The most valuable thing about Xiaohongshu is that it lets the people who truly need you find you when they search.

A Xiaohongshu hit is absolutely not black magic.

What has gone viral once will go viral again and again. A template that works can be multiplied endlessly. If a piece of content can bring in leads, it should be used over and over until it’s fully tapped.

So a Xiaohongshu account that can win customers comes down to three things at its core:

First, the right positioning.
Let people see at a glance who you are, who you serve and what problem you solve.

Second, the right benchmarks.
Don’t copy accounts with great traffic that don’t make money — look for accounts where people in the comments ask about prices and whose profile pages are genuinely doing business.

Third, the right templates.
Find viral structures that have already been proven, break them down, fill in your own industry, cases and products, then keep replicating.

This month’s Xiaohongshu hands-on theme month is about doing exactly this.

In the first session, we’ll work out your positioning, benchmark accounts, profile page and first batch of topics; after that we’ll keep breaking down hits, breaking down content and breaking down customer acquisition.

You don’t need to be good on camera, you don’t need to post every day, and you don’t need to turn yourself into a blogger.

All you need is for the right people, at the very moment they need you, to be able to find you, understand you and want to come to you.