On the morning of September 28th, Qu Fang, the founder of Little Red Book, attended the China Online Media Forum. In her speech, she said that more brands and users will be created in the future, and the content platform will play an important role in it.

Qu Fang revealed that the content category of Xiaohongshu is expanding, and at the same time, a complete business ecological closed loop has been established from planting grass to weeding. Based on the unique B2K2C model, Xiaohongshu has become an important stop for future brand cultivation, rejuvenation of old brands and 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 million and the daily note exposure reaches 8 billion times, is also regarded as the largest grass planting community.

However, unlike other platforms that plant grass online, Xiaohongshu is different in that planting grass online is not only limited to the network, but also can empower the offline real economy. A little red book user's consumption experience through "online sharing" triggered "community interaction" and pushed other users to "offline consumption", which in turn would make more "online sharing" and eventually form a positive cycle.

In May of this year, Xiaohongshu participated in the Shanghai May 5th Shopping Festival, and launched live online shop-visiting activities around Shanghai's core business district, which led to a substantial increase in offline passenger flow. Statistics show that after the live broadcast of the store exploration activities, the passenger flow of young people such as TX Huaihai Mall has quadrupled.

"Shop-exploring" notes are also a major feature of Xiaohongshu, and the number of such notes has increased rapidly in the past six months. In April this year, there were nearly 1.1 million shop-visiting notes on Xiaohongshu platform, but by the end of September, the number of shop-visiting notes had reached nearly 2.2 million, and the number of notes doubled in less than half a year.

"Little Red Book encourages everyone to go back to offline and life, and our grass planting also includes online and offline simultaneous grass planting." Qu Fang stressed.

In April this year, the Action Plan of Shanghai for Promoting the Development of Online New Economy (22-222) was released, which proposed that by the end of 222, Shanghai should be turned into a leading online new economic development highland with international influence. Xiaohongshu's measures to empower consumption through content, cultivate brand growth and promote the integration of online and offline formats are undoubtedly an evolutionary path of online life.

xiaohongshu is also making efforts to build the ability to pull weeds. In January of this year, Xiaohongshu was officially launched live with goods. The relevant person in charge of Xiaohongshu said that after more than 8 months of operation, Xiaohongshu live 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 the increasing content consumption demand of users, Xiaohongshu announced in April that the platform will launch a 1 billion traffic upward plan to provide targeted support to video creators, live creators and creators of pan-knowledge and pan-entertainment categories. On August 15 this year, Xiaohongshu officially launched the video number, and gave a number of support rights including 1 billion traffic support to qualified creators in the station and creators outside the station.

it is foreseeable that content will empower consumer experience and consumer experience will feed back content, which will become an important part of online economy and drive the development of online and offline economy.

In a discussion 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 the content platform. In the past few years, many new domestic brands such as Perfect Diary, Name of Nature, Grain Rain, Hua Xizi, Xiaoxiandun, Zhong Xuegao, San Dun and a half, Zhizhi and Maia Active have grown from the content communities such as Little Red Book.

The content community has shown its unique advantages in cultivating new brands. Take Xiaohongshu as an example. The 3 million KOC on the platform has produced more than 3 million graphic and short video notes. KOC is considered as the real experience of the product, 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 hope to achieve * * * creation with users, hear the real voice of users, and brands can truly interact with users through KOC, so in the future, brands will be created by both brands and users." Yan Fang said.

such a case is indeed happening. In the first live show of Little Red Book on July 25th this year, Yang Tianzhen, CEO of Yixin Entertainment, officially released her plus-size women's clothing brand plusmall, with the first sales exceeding 3, pieces. This idea originated from Yang Tianzhen's short video sharing of women's wear in a larger size. After receiving enthusiastic response from fans, the plusmall brand was accelerated.

The perfect diary, which has been established for four years with a valuation of more than 27 billion RMB and the sales volume of 618 beauty products ranked first in the whole network, started from in Little Red Book, completed the iteration of collecting users' opinions, and reached more consumers through the creator's real experience of planting grass.

Many traditional domestic brands have also begun to actively communicate with young people on the content platform, so as to renew 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 measures such as 1 billion traffic support plan, lowering the entry threshold and KOC connection plan to 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 the construction of an international consumer city in Shanghai, adding strength to the development of online economy in Shanghai." Qu Fang said.