"Ice and snow are hot, sugar-free, sweet wine, returning to blood and living alone, regardless of gender, exercising at home, traveling for healing, camping out and cooking at home." It has become a hot topic among young people.
For Xiaohongshu, whose monthly income is 654.38 billion, DAU, a gourmet consumption, once surpassed beauty and skin care and became the largest vertical category in Xiaohongshu community.
By the end of 2020, Xiaohongshu had nearly 20 million food category notes, and more than 654.38+03 billion people searched for food content in Xiaohongshu.
According to LatePost, Xiaohongshu is in the process of E-round financing, with a valuation of US$ 5 billion. Gao Yu Capital is one of the leading investors.
20 13, Qu Fang is 29 years old. She is about to run for the third year. This year, she quit her white-collar job in a foreign company with a monthly salary of tens of thousands and joined the mobile Internet entrepreneurial army in another way.
He resigned at the end of May and went to the United States to find venture capital in June. In early July, he and his partner Mao set up a company in Shanghai-Yin Hang Information Technology (Shanghai) Co., Ltd. In September, the company's flagship product "Little Red Book APP" was launched.
In less than four months, Qu Fang changed from a wage earner to an entrepreneur. She said, "Young people should do something meaningful."
"Little Red Book" has been called "National Grass Planting Machine" since its launch. Whether it's traveling and shopping abroad, or staying at home for health, from beauty to learning things well, from dressing and matching to postgraduate entrance examination experience, all kinds of sharing content are available.
At the beginning, for Qu Fang, the happiest thing for her was to watch the overseas shopping platform "Little Red Book" built by herself go online smoothly. However, after the platform was launched, Qu Fang, who wanted to further expand the market, hit a wall.
Qu Fang wants to be the "cake" of the "little red book".
By cooperating with travel agencies, she tried to increase the number of platform users, improve the shopping needs of travel agency passengers and achieve a win-win situation. However, for travel agencies, the domestic tourism market has become accustomed to the established model, and the involvement of third-party information is very exclusive. Even Qu Fang's friends who work in outbound travel agencies rejected Qu Fang's proposal.
It is too difficult to open the market of travel agencies. What should I do?
Fortunately, "there is another village."
Embarrassed, Qu Fang finally found a breakthrough in the Tourism Law of the People's Republic of China, which was implemented on 20 13 10. The Tourism Law clearly stipulates that travel agencies shall not designate specific shopping places or arrange tourism projects with additional charges when organizing and receiving tourists.
"The Tourism Law has driven these travel agencies out of the comfort zone, prompting them to enter the market and seek new cooperation." Qu Fang, who found the breakthrough, was very excited. "This is to release the demand for tourists to shop to the market. This is our opportunity. "
Later, Qu Fang found a like-minded travel agency. When the other party directly mentioned the Tourism Law in the talks, Qu Fang knew that the opportunity had come.
After cooperating with travel agencies, during the Golden Week of 13, the number of users of "Little Red Book" increased by 10 times, from 1 0 to 10, and from 1 10,000 to 10,000. At this time, Qu Fang's happiest thing is to watch the number of users of "Little Red Book" grow rapidly every day.
The beginning of Little Red Book lies in the sharing of overseas shopping experience. Users independently share content to "plant grass". After the number of users has increased, the content of sharing is no longer limited to overseas shopping and beauty sharing, but permeates all aspects of daily life, from practical home to learning good things.
At the end of 20 14, the users of xiaohongshu were not satisfied with community sharing, and the demand for direct purchase of products through xiaohongshu became increasingly strong. As a result, Xiaohongshu launched an e-commerce platform, and the launch of Welfare Society (Mall) opened the self-operated mode of Xiaohongshu.
Self-operation means that the platform itself starts from purchasing, and the one-stop service of warehousing, logistics and customer service means that everything starts from scratch.
Why do you choose the "self-operated mode" with difficult roads?
Qu Fang said: "It is because in cross-border e-commerce, users are most concerned about the authenticity of goods. At that time, the supply chain of cross-border e-commerce was still immature. Only through self-management can the quality of goods be guaranteed to the greatest extent. "
The self-operated "Little Red Book" uses the sharing of overseas shopping community users to "plant grass" and then buys it in the cross-border e-commerce shopping module "Welfare Society" to form a self-operated closed loop. At the same time, the foundation of sharing, interaction and communication in overseas shopping notes community laid at the beginning will not only provide users with better and more choices, but also promote users to buy.
20 17 The front page of People's Daily reported that "Little Red Book" has become "the largest community e-commerce platform in the world". This star enterprise, which has risen through cross-border e-commerce, has become a veritable "unicorn" only four years after its establishment.
Will "Little Red Book" completely become an APP focusing on the development of e-commerce?
Qu Fang pointed out the division of labor. "E-commerce is responsible for making money to support the family, and the content is responsible for beauty."
"Little Red Book is the entrance to a lifestyle." Qu Fang said. After starting a business, Qu Fang's favorite thing to listen to is that her friend told her that the biggest entertainment every day is to brush the little red book before going to bed. Brush before going to bed, as if these lifestyles have reached them.
"We don't want to do a small and beautiful thing. Cross-border e-commerce and vertical e-commerce are easy to touch the ceiling. "
Qu Fang never sets limits for herself, and she doesn't want the company to go to jail because of a certain label.
Qu Fang once defined beauty as giving life a sense of ritual.
She is committed to turning Little Red Book into a virtual city for young people, providing stable and warm companionship.
Zeng Xiulian, a partner of Xiaohongshu, once explained the concept of "virtual city": "The city refers to the community of Xiaohongshu. From graduation trip to a bowl of instant noodles, users share their daily life here and be true to themselves. A city is a place for trading, e-commerce, retail, advertising and other businesses. People spend here. "
Qu Fang once said: "If we call the generation of young people born after 90 s and 00 s new, they have a special point. They are the generation that grew up on the Internet. They grew up in mobile phones and computers. Their consumption habits are accompanied by the development of a large amount of Internet information. They are highly receptive to new things and brands. Their thinking characteristics and behavior habits are more easily influenced by online pop culture, so they are just like us.
Today, more than 90 million young people share and discover their beautiful life in Little Red Books every month.
As of July 20 19, the number of users of "Little Red Book" has successfully exceeded 300 million, and the monthly activity has exceeded10 million. "Little Red Book" provides a platform for thousands of young people to show themselves, socialize and make consumption decisions, and has become a lifestyle entrance.
It is worth mentioning that during the epidemic period, food content has become the fastest growing content in recent little red books, and it has not faded with the impact of the epidemic. Qu Fang, who witnessed the little red book from sharing life to leading life growth, also accompanied its vigorous development. Learning to cook became one of Qu Fang's gains during the epidemic.
Qu Fang always knew exactly what she wanted. In the choice, she tore off the label of "Little Red Book" e-commerce and expressed her hope to make "Little Red Book" a lifestyle entrance that young people like. You can just stroll around and buy something by the way, making this a virtual city for young people to live in.
"Cities prosper because of the movement of people. The flow of people has driven the commercial development in this area. Commercial development can curb crime. Low crime rate and developed business can promote the flow of people and form a virtuous circle. " As the book "Life and Death of Big Cities in America" says, for enterprises, building a good business ecology is the bright spot.
20 19 May, faced with the question of "cleaning KOL", the long-lost Qufang reappeared in the public eye and expounded his initial intention.
20 19, 10 In mid-June, "Little Red Book" was put on the shelves again, facing the problem of overall data decline. The monthly activity dropped from 93 million at the end of June of that year to 72.88 million at the end of September, which was very lethal.
On February 23rd, 2065438+0919, CCTV named and criticized a series of irregularities in the black industrial chain such as Xiaohongshu.
It was also in this year that Little Red Book defined its mission and values. Qu Fang said that the social environment is constantly changing, but the goal of Little Red Book is clear and unchangeable.
From 2065438 to July 2009, Xiaohongshu joined forces with public security and criminal investigation forces to "strike hard" across Guangdong, Fujian, Shandong and Shanghai, helping to smash major illegal production dens. In the fourth quarter of 20 19, Xiaohongshu continued to cooperate closely with the Shanghai police to crack down on illegal production, realizing the first arrest of illegal production gangs in China.
But as a consumer-oriented living community, it is often difficult to judge whether it is an advertisement by the content itself. For Xiaohongshu, cracking down on the black is a protracted war.
Live broadcast may become a new cash channel for Xiaohongshu, but on this track, Miley Miley, Tik Tok and other more powerful rivals are waiting for Xiaohongshu.
References:
Lu Cheng. Qu Fang makes friends with time [J]. Entrepreneurs in China, 2020(05):48-50.
[2] Tingting. Qu Fang, founder of Little Red Book: Marking Life in Supercities [J]. Time Post, 2020(20):46-47.
[3] Kelvin Cui. Qu Fang: the architect of Xiaohong Bookstore [J]. Entrepreneurs in China, 20 19(04):30-3 1.
[4] YiBo. Qu Fang: Step out of a new realm [J]. Modern youth, 20 19(09):24-26.
[5] Li Danlian. Research on App diffusion of xiaohongshu from the perspective of innovation diffusion theory [J]. Science and technology communication, 2020,12 (22):103-105.
[6] Yao Xinyi. Network celebrities bring goods. Enlightenment from the growth of "Little Red Book" [J]. Zhejiang Economy, 2020(06):77.
[7] Little Red Book Qu Fang: Young people should constantly improve their creativity in the wave of globalization. Sina.com
[8] Qu Fang: Founder of Little Red Book, the largest lifestyle sharing community in China. Phoenix.com。
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