Officially, this is how it is explained: ?

Xiaohongshu is a lifestyle platform and consumer decision-making portal for young people, founded by Mao Wenchao and Qu Fang in Shanghai in 2013, dedicated to making the world's good life accessible. In Xiaohongshu, users mark life moments through short videos, graphics and other forms. As of March 2019, the number of Xiaohongshu users exceeded 220 million and continues to grow rapidly, 70% of which are post-90s.

In addition, Xiaohongshu's vision is "to become the most trusted Internet company"; its mission is "to make the world's good life within reach"; and its corporate culture is "results, insight, trust, and pattern".

What does the innovative Little Red Book look like after a new round of changes? /GEAYz5

Little Red Book has been "very red" lately.

There have been a lot of false reports about the history of Little Red Book. Let's take a look at the official summary of Xiaohongshu, which is also one of the most authoritative versions of the "history of Xiaohongshu".

Founded in 2013, without realizing it, Little Red Book has gone through the first 5 years of slow pace. Starting in 2018, Little Red Book began to make efforts to bend the road. Especially in 2019, the number of the latest users has exceeded 250 million, and after experiencing the storms of "data falsification", "e-commerce is criticized", "grass generation writing" and other storms, Xiaohongshu has not hesitated to start a drastic rectification and reform.

Recently, a series of rules and measures that have been hotly debated is the launch of the "new rules for brand partners", which, according to the official caliber, are designed to improve the quality of partners, increase the efficiency of MCN, and severely punish users who fail to report their advertising notes and falsify data. In a nutshell, it is to further standardize the platform.

Xiaohongshu, after realigning its organizational structure in 2019, now has 4 main business modules.

Community

The Xiaohongshu community generates more than billions of note exposures every day, with content covering various lifestyle areas such as fashion, personal care, makeup, food, travel, entertainment, reading, fitness, mother and baby.

2. Welfare

Xiaohongshu Welfare is Xiaohongshu's own e-commerce platform, where users can buy high-quality beauty, fashion, home appliances, and snacks from all over the world in one click.

3. Brands

Of all the business modules, Brands is the latest business to go live in March 2019. As highlighted here, the Brand No. department of Xiaohongshu centers around the core product "Brand No.", integrating the company's resources from community marketing all the way to the closed loop of transactions to better connect consumers and brands. The "brand number" is the predecessor of the brand account of Xiaohongshu.

The role of the brand number is to help brands obtain official certification, invite brand partners to publish cooperation notes, and through interaction with fans, understand multi-dimensional data, and more can be directly configured Xiaohongshu brand flagship store, leading to the conversion of transactions.

Already in the small red book opened a brand account does not need to re-open the brand number, the original fan data will not have an impact.

Brand number in the original brand account based on the five modules upgrade.

? Official certification: official certification logo, with more display entrances.

? Brand operation: search discovery and content distribution, guiding users to pay attention.

? Fan interaction: a variety of operational tools to promote more fan interaction, increasing user stickiness.

? Data insights: Through the background of the brand number insights multi-dimensional data reports, empowering content marketing.

? Transaction: Configure the flagship store of Xiaohongshu brand to realize the efficient conversion of traffic.

4. Xiaohongshu Home

After six years of accumulation, the unique Xiaohongshu community atmosphere of beauty, authenticity, and diversity continues to attract more and more partners, exploring more possibilities for a better life.

In addition to the adjustment and change of business segments, Little Red Book is also actively practicing its social responsibility. For example, in 2019, Little Red Book focuses on environmental protection and examines environmental protection with new eyes. The "classification of household garbage" on the Little Red Book has been in action - using the "garbage diary" to advocate for green life. Initially, back in July 2018, Little Red Book user Ritatawang initiated the topic of reusing waste garbage - # My Garbage Diary - to take the garbage at hand, transform it into a cute craft, and run with friends to pick up garbage and be a beautician of the city. At that time, it triggered nearly 10,000 Little Red Book users to physically participate in the action. Today, "My Trash Diary" continues to take root on Little Red Book. The small red book is using the energy of the mobile community to pry more young people's awareness of environmental protection.

Little Red Book - helping more young people find a better life

In this day and age, if you don't brush up on your dramas, play games, stay up late, or go to bed late, you're too embarrassed to say that you're a fashionable young person who follows the trends. But what is the real definition of 'trendy life' nowadays?

What would you say if someone asked you about this topic?

How to help more young people find a better life is the answer that Little Red Book has been seeking.

As time moves forward, the role of young people in this era is also changing. In today's more economically and culturally advanced world, young people have become the main force in the consumer goods market, both in terms of consumption and cultural concepts, and the post-90s, post-95s, and post-00s are becoming an important group in the consumer market. Among them, entertainment, which is closely related to culture, is the main consumption interest of young people. They are more open and tolerant in their thinking and pursue a more authentic, beautiful and diversified lifestyle. Xiaohongshu platform users, "90" accounted for 70%, in the convergence of life and culture full of imagination of the young groups, Xiaohongshu daily average of more than 10,000 notes for young users to provide a huge environmental protection lifestyle reference, from the "grass" a variety of food, good things, to the form of short videos "card" record life, Xiaohongshu is committed to connecting young people to the real beauty of the times, to help young people find the best cultural ways and the best way of life here! The young people here are looking for the best culture and attitude towards life.

In Xiaohongshu, the post-90s love to work out, share book lists and travel stories;

The post-00s are keen to exchange learning experiences. According to the data provided by Xiaohongshu, in 2018, the "00s" recorded more than 100,000 hours of study cards on Xiaohongshu.

It can be seen that as people's living standards continue to rise, more and more young people are more inclined to spend their time on the realization of self-worth than on material consumption. In the eyes of many young people, the trend is not just a way of entertainment for them to follow the trend, but has evolved into a diversified, positive and healthy attitude towards life. Reading, traveling, food, fitness, wearing and so on, is becoming a typical slice of the new trend of young people's lives, and the community that carries these beautiful lifestyles - Xiaohongshu is helping young people to embark on the struggle to create a better life.