Introduction to Xiaohongshu: Xiaohongshu is a lifestyle platform for young people. Xiaohongshu takes "Inspire Lives to share and discover the wonders of the world" as its mission. Users can record life moments and share their lifestyles through short videos, pictures and texts. , and form interactions based on interests. A lifestyle platform for young people, here to discover a beautiful, real and diverse world and find the life you want.
Advertising and e-commerce are the country email list main monetization forms of the Xiaohongshu platform: Xiaohongshu has a dual system of content community and e-commerce. Users grow grass through content and sell goods in the mall, realizing a closed business loop from grass planting to weeding.
(2) Operation Mode
The Xiaohongshu platform takes life content as the entry point for traffic, refined classified operation management to improve user retention, and there is still great pressure on user conversion and monetization. In terms of user conversion and monetization, 80% of Xiaohongshu's revenue comes from advertising, and 20% comes from e-commerce. Its user conversion rate is still in the development stage.
(3) Problems at this stage
Xiaohongshu has gradually developed from a shopping and sharing community to a community that deeply cultivates lifestyle content. Since 2014, the Xiaohongshu platform has begun to test the water e-commerce business. The e-commerce business is gradually developing, opening up and cooperating with third-party platforms. In 2020, Xiaohongshu’s live broadcast business will be open for public testing. In April 2021, the platform proposes traffic support for anchors.
4. Analytical goals
5. Competitor selection
Select Xiaohongshu, Douyin and Mogujie for competitive analysis.
Traditional e-commerce platforms have added content operation sections, and built new consumption scenarios with the help of short videos, grass notes, etc., so as to increase the user activity and user stickiness of e-commerce platforms. The content community has the characteristics of high traffic and high value of planting grass, and converting traffic to monetization is the appeal of this type of platform.
2. Market size of social e-commerce
Driven by content platform traffic dividends and live broadcast e-commerce, China's content social e-commerce industry has achieved rapid development. With the mature development of content e-commerce, the content e-commerce traffic dividend will peak in 2021-2025, and the growth rate of China's content e-commerce industry will slow down: It is estimated that by 2025, the market size of China's content and social e-commerce industry will grow to 3,684.69 billion yuan. 28.6% CAGR from 2025 to 2025