Xiaohongshu has changed from overseas shopping and sharing to the establishment of self-operated bonded warehouses, and then to "good things" becoming "good life". The transformation of community content from items to lifestyles makes it possible for more people to make consumption decisions. It has its own "grass planting" gene, rich long-tail content, high search engine accuracy, high user satisfaction, and gradually enriched note categories, but it is difficult to form a closed loop of planting grass-pulling grass, resulting in frequent e-commerce aspects. hindered. Through the experience of products, this article aims to understand how the community atmosphere of Xiaohongshu is established, the current commercialization logic and its problems, and the traffic distribution mechanism.
Explore the characteristics, advantages and country email list disadvantages of each product, and focus on the search-planting-purchase link, dig out the blocking points and make suggestions. 1. Core viewpoints 1. Product Overview Xiaohongshu product positioning: lifestyle sharing platform, consumption decision portal, overseas commodity purchasing platform, content marketing matching platform. Profit model: In 2021, Xiaohongshu's revenue is mainly composed of advertising and e-commerce, and the share of the two is 80% and 20% respectively. In terms of advertising, Xiaohongshu launched the "Dandelion" content matching and trading platform, and took 10% of the service fee from the trader's order. Traffic distribution logic: The two cores are content tag matching and social relationship chain recommendation.
It has equal distribution, high cost performance and long tail effect. Planting grass marketing logic: Through Consideration (planting grass), it integrates Attention (attention) into Interest (interest), Search (search), and Action (purchase) and Share (sharing), and comprehensively merge into a CAS model. 1) How to build a community atmosphere: For Xiaohongshu, first of all, there must be useful content. The community must meet the needs of users, such as the needs for consumption decision-making, multiple perspectives, real life, and sharing, and provide solutions when users are troubled by areas they are not good at. The platform should build a friendly atmosphere. Xiaohongshu has launched a community convention, which takes "sincere sharing and friendly interaction" as requirements