Xiaohongshu is a lifestyle platform and the entrance of consumption decision-making. The founders are Mao Wenchao and Qu Fang. As of July 20 19, the number of users of Little Red Books has exceeded 300 million; As of 20 19 10, the number of monthly active users of Xiaohongshu has exceeded 100 million, of which 70% of the new users are post-90s.
In Xiaohongshu community, users recorded the positive energy and beautiful life of young people in this era through the sharing of words, pictures and video notes. Xiaohongshu matched massive information and people accurately and efficiently through machine learning.
Content community:
Unlike other e-commerce platforms, Xiaohongshu started from the community. At first, users focused on sharing overseas shopping experience in the community. Later, in addition to beauty and personal care, information sharing about sports, travel, home, travel, hotels and restaurants appeared in Xiaohongshu, touching all aspects of consumption experience and lifestyle.
At the beginning of 20 16, xiaohongshu changed the manual operation content into the form of machine distribution. Through big data and artificial intelligence, the content in the community is accurately matched to users who are interested in it, thus improving the user experience.
As a lifestyle community, Little Red Book's greatest uniqueness lies in that most Internet communities rely more on online virtual identities, and the content published by users of Little Red Book comes from real life. A sharing user must have rich life and consumption experience to share content in Little Red Book and attract fans' attention.
Most online communities are virtual communities, where users consume content online and the experience ends online. Xiaohongshu is called the "three-dimensional community". This is because the user must go back to real life to spend money in order to complete this experience, whether he is watching food or traveling destination in Xiaohongshu.
In Xiaohongshu, one user's "online sharing" consumption experience leads to "community interaction", which can push other users to "offline consumption", which in turn will make more "online sharing" and eventually form a positive cycle. As people's lives become more and more digital, Xiaohongshu community plays a greater social value in the tide of "consumption upgrading".
In the past few years, new brands, including Perfect Diary, Zhong Xuegao, Xiaoxiandun, Grain Rain and Maia Active, have grown up in Xiaohongshu. Old brands such as Warrior, Baique Ling, White Rabbit and Li Ning have been loved by more young people through Xiaohongshu and become the representatives of new consumer brands. Xiaohongshu has also become an important position to help new consumption and empower new brands.