During the epidemic in early 22, countless post-9s and post-9s people shared their moments of ordinary life on social platforms.
"Ice and snow craze, sugarlessness, sweetening wine, returning to blood to live alone, no gender to wear, fitness at home, healing travel, camping out, cooking at home." It has become a hot topic among young people.
for xiaohongshu, which has a monthly life of 1 million, DAU, a food consumption, once surpassed beauty and skin care and became the largest vertical category in xiaohongshu community.
By the end of 22, there were nearly 2 million food category notes in Xiaohongshu, and more than 1.3 billion people searched Xiaohongshu for food content.
According to LatePost, Xiaohongshu is in the process of E-round financing, with a valuation of US$ 5 billion, and Gaoyao Capital is one of the leading investors.
In 213, Qu Fang was 29 years old. She is about to "run for the third year". In this year, she quit her white-collar job in a foreign company with a monthly salary of tens of thousands and devoted herself to the mobile Internet entrepreneurial army in another way.
He resigned at the end of May, and went to the United States to seek venture capital in June. In early July, he and his partner Mao Wenchao set up a company in Shanghai-Hangyin Information Technology (Shanghai) Co., Ltd., and in September, the company's flagship product "Little Red Book APP" was launched.
In less than four months, Qu Fang turned from a wage earner to an entrepreneur, and she said, "Young people should do something meaningful."
"Little Red Book" has been called "national grass planter" since it was launched. It has everything to share, whether it's traveling and shopping abroad or staying at home for health, from beauty to learning good things, and from dressing and matching to taking the postgraduate entrance examination.
At the beginning, the happiest thing for Qu Fang was to watch the overseas shopping platform "Little Red Book" built by herself go online smoothly. However, after the platform went online, Qu Fang, who wanted to further expand the market, ran into a wall.
Qu Fang wants to be a big "little red book" cake.
she tried to increase the number of users on the platform and the shopping demand of travel agency passengers by cooperating with travel agencies, so as to achieve a win-win situation. However, for travel agencies, the domestic travel market has become accustomed to the established model and is very exclusive of third-party information intervention. Even Qu Fang's friends who work in outbound travel agencies have rebuffed Qu Fang's proposal.
it's too difficult to open the market of travel agencies. What should I do?
fortunately, "there's another village".
qu Fang finally found a breakthrough in the Tourism Law of the People's Republic of China, which came into effect on October 1, 213. It is expressly stipulated in the Tourism Law that travel agencies shall not designate specific shopping places or arrange travel projects with additional fees 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 a 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 during the talks, Qu Fang knew that the opportunity had come.
after cooperating with the travel agency, the number of users of Little Red Book increased tenfold, from 1 to 1, from 1, to 1,, during the 13-year Golden Week. At this time, Qu Fang's happiest thing is to watch the number of users of Little Red Book grow rapidly every day.
"Little Red Book" started with the sharing of overseas shopping experience, and users independently shared the content to "plant grass". After the number of users increased, the shared content was no longer limited to overseas shopping and beauty sharing, but permeated all aspects of daily life, ranging from practical home to learning good things.
At the end of 214, users of Little Red Book were no longer satisfied with community sharing, and the demand for direct purchase of products through Little Red Book became increasingly strong. Therefore, Little Red Book launched an e-commerce platform, and the launch of Welfare Society (Mall) opened the self-operated mode of Little Red Book.
Self-operation means that the platform itself starts from purchasing, and provides one-stop service from warehousing, logistics and customer service, which means that everything starts from scratch.
why do you choose the "self-operated mode" with a difficult road?
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-operation 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 purchases from the cross-border e-commerce shopping module "Welfare Society", forming a self-operated closed loop. At the same time, the foundation of community sharing, interaction and exchange of overseas shopping notes laid at the beginning will promote users' purchase when providing users with better and more choices.
In 217, the front page of People's Daily reported that "Little Red Book" had become "the largest community e-commerce platform in the world". This star enterprise, which emerged through the 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 developing 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 hear is that her friend told her that the biggest leisure and entertainment every day is to brush the little red book before going to bed. Brush it before going to bed, as if these lifestyles have already reached them.
"Let's not 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 be imprisoned because of a certain label.
Qu Fang once defined beauty as giving life a sense of ceremony.
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 Little Red Book, once explained the concept of "virtual city": "City refers to the community of Little Red Book. As big as a graduation trip, as small as a bowl of instant noodles, users share their daily lives here and be true to themselves. The city is a place for trading, and it is a business such as e-commerce, retail, advertising, etc. People spend here. "
Qu Fang once said: "If we call the post-9s and post-s young people new youth, they have a special point. They are a generation that grew up on the Internet. They grew up on mobile phones and computers. Their consumption habits are accompanied by the development of a lot of Internet information. They have a high degree of acceptance of new things and new brands, and their thinking characteristics and behavior habits are more easily influenced by online pop culture.
Today, more than 9 million young people share and discover their wonderful life in Little Red Book every month.
As of July 219, the number of users of Little Red Book has successfully exceeded 3 million, and the monthly activity has exceeded 1 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, the food content has become a major sharing content of "Little Red Book" with the fastest growth rate recently, and it has not subsided with the impact of the epidemic. It witnessed the continuous growth of "Little Red Book" from sharing life to leading life, and accompanied its vigorous development. Learning to cook has also become one of Qu Fang's gains during the epidemic period.
Qu Fang has always clearly known what she wants. During the selection, she tore off the label of "Little Red Book" as an e-commerce company, and said that she hopes to make "Little Red Book" a lifestyle entrance that young people like, so that everyone can stroll around and buy things just by the way and become a virtual city that young people can live in.
"The city is prosperous because of the flow of people, and the flow of people drives the regional commercial development, and the commercial development can suppress crime, while the low-crime and developed businesses can drive the flow of people in a positive cycle." As stated in the book "Death and Life of American Big Cities", for enterprises, building a good business ecology is the bright spot.
In May 219, in the face of the question of "cleaning KOL", Qu Fang, who had been silent for a long time, reappeared in public view to explain her initial intention.
In mid-October, 219, "Little Red Book" was re-launched and faced with 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 damaging.
on December 23, 219, CCTV criticized the irregularities on Little Red Book and a series of black industrial chains.
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 Xiaohongshu is clear and unchanged.
In July, 219, Xiaohongshu joined forces with the public security criminal investigation forces to "crack down" across Guangdong, Fujian, Shandong and Shanghai, helping to smash major dens of illegal production. In the fourth quarter of 219, Xiaohongshu continued to work closely with the Shanghai police to crack down on black production, realizing the first arrest of a black production gang in China.
However, as a consumer-oriented living community, it is often difficult to judge whether it is an advertisement only by the content itself. For Xiaohongshu, cracking down on the black is a protracted war.
Live delivery may become a new cash channel for Xiaohongshu. However, in that track, more powerful rivals such as bilibili and Tik Tok are waiting for Xiaohongshu.
References:
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[2] Tingting. Qu Fang, founder of Little Red Book: Marking Life in a Super City [J]. Times Post, 22 (2) 219(4):3-31.
[4] Wang Yibo. Qu Fang: Going out of a new realm [J]. Modern Youth, 219(9):24-26.
[5] Li Danlian. Research on the diffusion of Little Red Book App from the perspective of innovation diffusion theory [J]. 12(22):13-15.
[6] Yao Xinyi. Bringing goods to online celebrity. Enlightenment from the growth of "Little Red Book" [J]. Zhejiang Economy, 22(6):77.
[7] Little Red Book Qu Fang. Young people should constantly improve their creativity in the wave of globalization. Sina < p