Qu Fang revealed that the content categories of Xiaohongshu are constantly expanding, and at the same time, a complete business ecological closed loop has been established from planting grass to pulling weeds. Based on the unique B2K2C model, Xiaohongshu has become an important stop for future brand cultivation, the revival of time-honored brands and the entry of international brands into China.
In recent years, around the content platforms such as Little Red Book, the grass planting economy is rising day by day. Based on real word-of-mouth sharing, Xiaohongshu, whose monthly living data exceeds 1 100 million and daily notes are exposed to 8 billion times, is also regarded as the largest grass planting community.
However, unlike other online grass planting platforms, Xiaohongshu's differentiation lies in that online grass planting is not limited to the network, but also empowers the offline real economy. A little red book user triggers "community interaction" through the consumption experience of "online sharing", which in turn leads to more "online sharing" and finally forms a positive cycle.
In May of this year, Xiaohongshu participated in the Shanghai May 5th Shopping Festival and launched live online shopping activities around Shanghai's core business district, which in turn led to a substantial increase in offline passenger flow. Statistics show that after the live broadcast of shop exploration activities, the passenger flow of young people such as TX Huaihai Mall quadrupled.
"Shop Exploration" notes are also a major feature of Xiaohongshu, and the number of such notes has increased rapidly in half a year. In April this year, Xiaohongshu platform had nearly 165438+ 10,000 shopping notes. By the end of September, there were nearly 2.2 million shopping notes, which doubled in less than half a year.
"Little Red Book encourages everyone to go back offline and return to life. We plant grass both online and offline." Qu Fang stressed.
In April this year, "Shanghai Action Plan for Promoting the Development of New Network Economy (2020-2022)" was released, and it was proposed that by the end of 2022, Shanghai will become a leading highland for the development of new network economy with international influence. Xiaohongshu's initiative to empower consumption through content, cultivate brand growth and promote the integration of online and offline formats is undoubtedly an evolutionary road of online life.
Xiaohongshu is also building the ability to pull weeds. In June this year, 5438+ 10, Xiaohongshu was officially launched with live broadcast. The relevant person in charge of Xiaohongshu said that after more than 8 months of operation, Xiaohongshu's live broadcast with goods showed the data performance of "three highs and one low", namely high conversion rate, high customer unit price, high repurchase rate and low return rate.
At the same time, with the diversification of the content published by users of Little Red Books, the content of food, new knowledge and other categories has exploded. In response to users' growing demand for content consumption, Xiaohongshu announced in April that the platform launched a 654.38+0 billion traffic uplink plan to provide targeted support to video creators, live creators, pan-knowledge and pan-entertainment creators. On August 15 this year, Xiaohongshu officially launched the video number again, giving eligible creators in the station and creators introduced outside the station a number of support rights including10 billion traffic support.
It can be predicted that the content will empower the consumer experience and the consumer experience will feed back the content, which will become an important part of the online economy and drive the common development of the online and offline economies.
At a seminar held in July this year, Diao Ye, the founder of Beaver House and Afu Essential Oil, said that the growth logic of the brand has changed. For new brands, community content platforms and e-commerce platforms have played a major role in brand growth.
It is a fact that more and more domestic brands have also grown up from content platforms. In the past few years, many new domestic brands, such as Perfect Diary, Name of Nature, Grain Rain, Hua, Xiaoxiandun, Zhong, Sandun and a half, and Maia Active, have grown from content communities such as Little Red Book.
Content community has shown its unique advantages in cultivating new brands. Take Little Red Book as an example. The 30 million KOC on the platform has produced more than 300 million graphic and short video notes. KOC is regarded as the real experience of products, and their sharing is more based on real feelings and has a strong influence. Xiaohongshu also formed the B2K2C model, and users, KOC and brands formed a benign interaction on the platform, which accelerated the birth and development of the brand.
"More and more brands want to create with users and hear the real voice of users. Brands can interact with users through KOC, so future brands will be jointly created by brands and users. " Yan Fang said.
This situation is indeed happening. At the first show of Little Red Book on July 25th this year, Yang Tianzhen, CEO of CreditEase Entertainment, officially released her plus-size women's clothing brand, with the first sale exceeding 3,000 pieces. This idea originated from a short video sharing by Yang Tianzhen, plus-size women's wear. After receiving enthusiastic response from fans, the plusmall brand has been accelerated.
Established four years ago, with a valuation of more than 27 billion RMB, 6 18, the perfect diary with the number one beauty sales volume in the whole network, started from the 0 of Little Red Book, completed the iteration of collecting users' opinions, and reached more consumers through the real experience of the creator planting grass.
Many traditional domestic brands have also begun to actively communicate with young people on the content platform to revive their brand image. And international brands also regard Little Red Book as an important window to communicate with users.
Xiaohongshu is also introducing various policies to encourage the development of future brands. At the future brand conference in July this year, Xiaohongshu announced that it will launch the10 billion traffic support plan, lower the entry threshold and KOC connection plan, and promote the development of future brands in Xiaohongshu.
"Little Red Book has become an important position for brand incubation and growth. In the future, we will also make the' Future Brand Conference' a business card for Shanghai to build an international consumer city, adding strength to the development of Shanghai's network economy. " Qu Fang said.