This article will analyze from the following aspects:

1. Product functional structure

2. Competitive product analysis

3 .?User analysis

4.?User research

5.?Function iteration

6.?Summary

1. Product functions Structure

2 Competitive Product Analysis

2.1 Product Positioning

Xiaohongshu is a lifestyle sharing community + comprehensive e-commerce platform created for young people.

2.2? Competitive product analysis

In the "Competitive Product Analysis", I chose "Koala Overseas Shopping" which is supported by large companies and has the same "community" as Xiaohongshu + "Douyin", a unicorn in the short video field with an "e-commerce" development model, and "Mogujie", which has been exploring how to develop "community" and "e-commerce" for a long time.

2.2.1 Development History of Competitive Products

Data source - Qiqichacha, Qimai Data

In the early days, Xiaohongshu only did “real " user shopping sharing community, in order to ensure that community users must be "real" users, purchasing agents are not welcome to join. As Xiaohongshu has become famous in the industry with its "real" shopping sharing strategy, in order to ensure user experience, Xiaohongshu still does not introduce any advertisers, but chooses self-operated "e-commerce" that meets user needs. At that time, Xiaohongshu seized the favorable policies for cross-border e-commerce at that time, formed a "community" + "e-commerce" model, and completed a closed business loop. Later, Xiaohongshu changed its business strategy of zero advertising in the early days of entrepreneurship, and took the initiative to sign up celebrities and sponsor variety shows, which led to an explosive increase in user numbers. Gradually, Xiaohongshu has transformed from a single "cross-border e-commerce" model to a "comprehensive e-commerce" model that includes third-party merchants and domestic brands. In order to further complete the exploration of community commercialization, Xiaohongshu launched the brand partner platform at the end of last year, and further raised the entry threshold for brand partners this year, striving to ensure that the user experience is not destroyed as much as possible, while improving the integrated marketing strategy. In response to the recent issue of app offline and rectification, improving and maintaining the quality of community content has always been the foundation of survival for Xiaohongshu.

In the early stages of development, Douyin chose a different way of survival from Kuaishou, focusing on the quality of content production, strengthening the research and development of short video shooting technology, centralizing traffic operations, and pushing high-quality videos to users. After clarifying its product positioning, Douyin ran ads at all costs and cooperated with A-list celebrities. It gained a large number of users in a short period of time, making it possible for it to compete with Kuaishou. While ensuring the quality of content, Douyin also developed its own business model and connected advertisements from some big brands, completing the first step of commercialization. The advertising content is consistent with the tone of the platform, which is the first step for Douyin to explore the success of commercialization. This year, as Douyin launches e-commerce mini-programs, launches “Douyin Stores”, and cooperates with third-party e-commerce platforms, Douyin is opening up in the e-commerce field.

In the early days of its establishment, NetEase Kaola focused on back-end operations and has been polishing its supply chain and supplier cooperation, striving to focus on the "authentic products + low price" model. Relying on NetEase's R&D capabilities and brand advantages, as well as Ding Lei's contribution to the NetEase Kaola website, NetEase Kaola has welcomed explosive growth in users. Later, the community function will be launched to complete the business closed loop of "community" + "e-commerce". Subsequently, it continued to improve its freight logistics, enhance its global warehousing and logistics capabilities, and put more emphasis on the quality and services of the goods it provides. In the China cross-border import retail e-commerce market size report for the third quarter of 2019 given by Analysys, Xiaohongshu accounted for only 3.4%, and the top two were: Tmall International (34.1%) and Koala Overseas Shopping (26.2%). In order to compete with "Pinduoduo", Alibaba, which has planned cross-border e-commerce in advance, acquired the original "NetEase Kaola". Alibaba has occupied most of the overseas shopping market in the field of cross-border e-commerce and has become Xiaohongshu's biggest competitor. .

The development of Mogu Street has been tortuous, and it has undergone three transformations in three years. At first, Mogujie started as a "community". As users' desire to purchase increased, the "shopping guide" model came into being. However, the good times did not last long. As the upstream Taobao platform lowered the commission ratio, Mogujie began to build its own mall. As competition among e-commerce platforms becomes increasingly fierce, Mogujie and Meilishuo merged in 2016 in an attempt to fully cover female e-commerce users. In recent years, Mogujie has suffered losses and has stopped increasing its users.

From the development history of the above four companies, we can see that if the company wants to achieve long-term development, it must ensure that its core business is strong enough, and even spend huge sums of money to develop "community" or "e-commerce" , in short, you cannot have your cake and eat it too. Only in this way can a business moat be built, core competitiveness be possessed, and monetization appear to be a matter of course. Of course, in terms of "monetization", Xiaohongshu seems conservative, which is exactly what Qu Fang and Mao Wenchao want to build a community that "guarantees activity" and does not let other factors affect community development. In contrast, Douyin's "monetization" methods appear radical and open, with various "monetization" methods flourishing. I think this is also because Douyin has a strong user base, which makes it full of confidence.

In short, the two successful companies have seized the "high-quality community" business and developed it with "priority" and "focus."

2.2.2 Comparison of important data of competing products

Data source - Analysys data

It can be seen from the above data:

< p> Number of active people

The number of active people on Xiaohongshu (80 million) is an order of magnitude more than that of Mogujie (10 million) and Kaola Online Shopping (5 million), but this data is far inferior to Dou (nearly 500 million), which shows that Douyin already occupies an absolute dominance in the short video community. At present, Douyin has occupied the vast majority of people’s daily mobile phone use. It seems that in addition to WeChat, people use Douyin every day. This also gives us some inspiration. At a time when short videos for entertainment and other spiritual stimulation are crazily encroaching on our lives, will high-quality content usher in an explosion? This kind of explosion will not be reflected in the average number of daily activations and daily usage time per person, but will form the following situation: if people use Douyin too much, they will inevitably feel that their lives have been empty recently, and will not make necessary decisions when facing necessary shopping decisions. It’s easy to believe the “bizarre” Douyin community content. Instead, we will think of Xiaohongshu, which is famous for its "high content quality" and its good industry exclusivity rate, which shows that Xiaohongshu still has its own place. This indicates that Xiaohongshu should produce more detailed and authentic content. Picture and text category "Grass Planting Notes".

However, the success of Douyin has given us a lot of inspiration. Users are indeed easily immersed in short videos that are "brainless" and "fresh and exciting". Xiaohongshu should also vigorously guide content producers such as PGC and OGC to produce high-quality short video "grass" content, while continuing to expand user usage scenarios.

Average number of daily activations per capita

It can be seen from the average number of daily activations per capita that, except for Douyin, which occupies the leading position, Xiaohongshu’s average number of daily activations per capita is not bad, with 3.6 respectively. and 3.8, which shows that most people’s shopping methods still maintain the consumption behavior of “reading guides first” and then “shopping”. The average number of daily activations of Xiaohongshu is 3.6, which is basically in line with Xiaohongshu’s target user group, the younger generation, who seek new trends, have individuality, like to understand the surrounding things by themselves, and do not like to follow the crowd. The number of uses per day can reach 3.6, which is basically in line with the life schedule of office workers or students, including lunch, dinner and before going to bed. The number of daily activations of Douyin is obviously higher. The reason may be that short videos are mainly in the form of "fast" and "variable" content, which is convenient for people to browse in any free time, such as waiting for the bus, waiting for the elevator, and any work gap.

Average daily usage time per person

Xiaohongshu’s data is 19.2 minutes, which is less than Mogujie (24.6 minutes) and Douyin (58.7 minutes). In terms of the main business of the three, Douyin collects videos about men, women, old and young, from life to entertainment, and the content can give users uninterrupted mental stimulation. Mogujie has launched the "live broadcast" function very early. The display format is richer than pictures, texts and videos, and people are willing to stay for a relatively longer time.

Average monthly usage days per capita

Based on the above analysis, Xiaohongshu’s 10.8 times is not as good as Douyin’s 18.4 times. But Mogujie has only 3.8 times, and Kaola Overseas Shopping has only 3.9 times. The good data performance shows that Xiaohongshu maintains high user loyalty among several products. Its high-quality and authentic grass-roots content is deeply rooted in the hearts of the people, allowing users to have any needs for shopping, travel, and food experiences. , will browse Xiaohongshu.

Second-month retention rate

Xiaohongshu’s second-month retention rate is only 28.9%, which is significantly lower than the other three products. This may be because when users have the urge to shop, , although they will first read Xiaohongshu’s “Grass Planting Guide”, the final result will lead to the act of “purchasing”. After understanding the basic information of the product, it is easy to form a “brand” recognition, and there is no need to be Instead of “planting grass”, they will use more “e-commerce” platforms such as Kaola Online Shopping, Tmall International, JD International and Taobao Global Shopping. Douyin maintains an ultra-high monthly retention rate of 68% with its ultra-high-quality video content.

Industry exclusivity rate

Xiaohongshu performs well in terms of industry exclusivity rate (17.3%), which shows that Xiaohongshu’s users are relatively loyal and have a good reputation in the industry. Compared with "Baidu Tieba" and "Zhihu", Xiaohongshu is far ahead in the field of "comprehensive community". But in the field of "e-commerce", it is currently difficult to compete with commercial giants Alibaba and JD.com.

2.2.3? Product Summary

From the above content, it can be seen that Xiaohongshu should enrich the content of notes and the fields involved while ensuring the high quality of its content. Increase user retention and improve user experience. In my opinion, with the serious loss of KOLs, Xiaohongshu should strengthen cooperation with MCN organizations to fully provide traffic support for them. Because Douyin will eventually become a red sea of ??disputes among influencers, there will definitely be many influencers who will find new ways to enter the market and win attention, so Xiaohongshu has become the best choice for "alternative high-quality communities".

In addition, with the company's limited resources, Xiaohongshu also needs to balance the development between "community" and "mall" and strive to provide "genuine" + "lower price" products. After all, "e-commerce" "Monetization" is an issue that Xiaohongshu should consider.

3 User Analysis

3.1 Xiaohongshu User Role Map

3.2 Xiaohongshu User Portraits

● Zhang Juan, female, Jiangsu native, 30 years old, bank lobby manager

Basic attributes: Married, with children, highly educated

Shopping habits: Upper-middle income, strong purchasing power, likes to shop online.

Personality characteristics: Likes to socialize, travel, take photos, be optimistic and cheerful, likes to share, has moderate life pressure

User behavior: Ms. Zhang is busy with work and does not have much time to do housework. With the need to take care of children, there is even less time to take care of the family. Being strong-willed, she took the initiative to take on the burden of domestic affairs. She didn't have much time for laundry and cooking. She wanted to buy some household appliances to free her hands and spend more time with her family.

Ms. Zhang used her free time on weekends to pick up her mobile phone and prepare to buy an "all-in-one washer and dryer" online. Since she had no shopping experience related to washing machines, she first opened Xiaohongshu and began to browse the purchasing guide for "washing machines" and product features.

After learning the details, out of her love for Xiaohongshu, she conveniently purchased a Panasonic "washer and dryer" from the Xiaohongshu "mall". She was full of joy and looked forward to next week. You can receive genuine products sent by "Panasonic" flagship store.

● Liu Linlin, female, Guangzhou, 25 years old, graduate student

Basic attributes: Unmarried, highly educated

Shopping habits: Rely on parents’ monthly supply Living expenses and purchasing power are below average? Like online shopping

Personality characteristics: Like to socialize, take photos, pursue trends, be optimistic and cheerful, like to share, have low life pressure

User behavior: Student Liu, He is not the richest among his classmates. However, during college life, the cost of three meals a day and living expenses were relatively low, allowing Liu to save 1,000 yuan per month.

In the circle of classmates, especially in the girls’ dormitories, what female friends like to discuss most when they get together is shopping experiences and the latest sales of many well-known brands. I often feel the urge to shop when I feel particularly happy while chatting. Because the shopping situation and needs of friends around them are roughly the same, in an atmosphere of high enthusiasm, usually three or five friends will make group purchases together.

Young people like to be exposed to new things, and they are used to reading Xiaohongshu’s grass planting guide, so when they have shopping needs, they happen to encounter Xiaohongshu’s group activities or limited-time purchases. Everyone just placed an order.

● Wang Yan, female, Shandong, 25 years old, worked for one to two years

Basic attributes: unmarried, highly educated, from a small county

Shopping Habits: Low to average income, low to average purchasing power, like to shop online

Personality characteristics: Like to socialize, take photos, pursue trends, be optimistic and cheerful, like to share, have low life pressure

User Behavior: Since Mr. Wang has just graduated, he can get a monthly salary of about 4,000 yuan. Her family's conditions are not particularly favorable. She usually lives frugally and sends money home every year. Only during the Chinese New Year or particularly important festivals will I be willing to spend money on myself.

She is used to living in a big city and has developed an awareness of brands. Although she cannot afford particularly expensive products, she pays attention to brand and quality and hopes to buy value-for-money products.

But in the era of dazzling products, she was a bit dazzled, so she picked up her phone and opened the Little Red Book recommended by her classmates, and browsed many notes posted on it.

After seeing a product with good reviews, she opened Taobao on her mobile phone to search for related products, found the product with the cheapest price, and then placed an order. In this way, Xiaohongshu only became her guide to understand the product. Way.

● Li Fei, male, from Zhejiang, 24 years old, undergraduate student

Basic attributes: in love, highly educated

Shopping habits: monthly Rely on parents to provide living expenses, have medium purchasing power, like to shop online

Personality characteristics: Pursue individuality, don’t know how to save money and enjoy life? Small joy in life pressure

User behavior: Valentine’s Day It's time, Li Fei is in love, and as a straight man, he doesn't know what gift to buy for his girlfriend. Thinking of online shopping platforms such as Taobao being full of untrue reviews and not forming a community for user communication, the positioning significance of the product and the introduction of the brand are not rich enough. So, Li Fei opened Little Red Book and searched for Valentine's Day gifts. Li Fei spent nearly two hours browsing the dazzling array of products.

Because he wanted to surprise his girlfriend and paid great attention to quality, he chose Xiaohongshu’s overseas direct mail service. In the end, Li Fei chose a Dior lipstick set as a Valentine's Day gift for his girlfriend.

● Duan Shuo, male, living in Australia, 25 years old, overseas student

Basic attributes: in love, highly educated

Shopping habits: monthly Parents provide a lot of living expenses, have strong purchasing power, and like to shop online

Personality characteristics: Pursue individuality, enjoy life, love taking pictures, love food, and have low life pressure

User behavior: While studying in Australia , Duan Shuo and his girlfriend have been living a relatively superior life. After studying, the two like to travel together and travel together. However, since they were new to Australia, they didn't know much about the local situation in Australia. They started to have difficulties even though they had never been to Australia before, and they didn't know how to formulate their own travel strategy.

At this time, Duan Shuo first thought of Mafengwo, a travel artifact, and browsed the experiences shared by users for a long time. However, in line with the principle that travel strategies should be particularly thoughtful, he opened the Xiaohongshu APP and continued to search for Australian travel strategies, Australian self-driving tours and other related notes.

Later, with the help of two powerful apps, he and his girlfriend also started a five-day trip to Australia, tasting the local food and appreciating the local customs.

● Zhao Qian (content producer), female, Cantonese, 27 years old, freelance worker

Basic attributes: Single, ordinary undergraduate graduate

Life Habits: Live by reselling clothes, purchasing power is average, life is not stable

Characteristics: Love to work hard, willing to endure hardship, flexible thinking, easy to accept new things, life pressure is relatively high

< p> User behavior: After graduating from college, out of her love for clothing, Zhao Qian followed her sister to Guangzhou and started a clothing business. She just started buying and selling goods by herself, and visited all major clothing wholesale markets in Guangzhou. But as competition becomes increasingly fierce, Zhao Qian has been thinking about whether there are other ways to increase her income.

At first, she tried to run her own Taobao store, but the online shopping platform has been developing for many years. At this time, Zhao Qian chose to enter the opportunity that seemed to have disappeared.

Unwilling to give in, she tried to make Douyin short videos to sell goods. Due to lack of experience and not being as good looking as others, the path of Douyin does not seem to be suitable for her.

Later, he thought of Xiaohongshu’s grass-growing community. Based on her understanding of some women’s clothing brands that mainly targeted consumers in second- and third-tier cities, she began to write Xiaohongshu’s grass-growing community.

As an inexperienced person, after completing one or two draft manuscripts, she found that it was quite stressful to complete the work independently, and the requirements for various skills were also relatively high. So she recently tried to sign up with a reliable MCN agency.

● Li Ning (brand supplier)

Basic attributes: Keep up with trends, serve young people, focus on quality, and pursue individuality

Business behavior: Sports brand Li Ning, which made its fortune, has become popular again during New York Fashion Week recently. Many of its single products have become popular among fashionistas and attracted countless celebrity reviews.

Li Ning plans to take advantage of the situation and continue to maintain its high-end brand status. Its online e-commerce layout naturally also includes Xiaohongshu Mall, which is famous for its high quality. Because Xiaohongshu’s audience just meets Li Ning’s target users, Li Ning successfully signed a contract with Xiaohongshu. On Xiaohongshu, Li Ning’s official flagship store was established.

4 User Research

The main method of user research here is to collect user feedback and in-depth interviews with users. Among them, the collection of user feedback is based on suggestions from in-depth user interviews because it is impossible to obtain internal product feedback and community data.

4.1 Results of user interviews

4.2 Summary of user interviews

During the user interview phase, a total of 5 users were invited, 4 of whom were girls and 1 was boys. The age distribution is 21-30 years old. The industry is dominated by students.

The following are the problems and needs discovered through the survey.

1. Xiaohongshu still exists in the hearts of users as a "high-quality community", and its diverse content formats are also its advantages. Xiaohongshu’s efforts are still focused on quality control in the comment area.

2. Faced with the emergence of more and more vertical products, Xiaohongshu’s all-category notes cannot form an advantage in terms of content. However, Xiaohongshu’s successful operation in “beauty” is its visible advantage.

3. Xiaohongshu’s e-commerce business is not particularly outstanding. Because of the existence of major e-commerce giants and the difficulty in easily changing user behavior and habits, users’ contribution to Xiaohongshu’s e-commerce business is not particularly high.

4. The content sharing function has not yet been fully accepted and used by users. This may have a lot to do with the quality of Xiaohongshu’s content and whether its content is exclusive. Because user sharing is a human instinct and will not weaken. The only thing that affects user sharing will only be the quality of the content.

5. Some users have accumulated relevant knowledge and experience about beauty products; in addition, major bloggers will introduce knowledge about cosmetics and skin care when introducing products.

Under such a premise, many old users (or those who have sufficient knowledge of beauty and makeup) will not be planted by "notes", and new users and users with less experience may become the users to be followed.

5 Function Iteration

Functional Structure Diagram

The picture below shows the optimized partial functional structure diagram, and the red part is the new function.

5.1 AI skin measurement function

Recommendations:

1. Users have a need to understand their skin type

2. According to users Based on skin type, personalized product recommendations can be made to improve product purchase conversion rate

The solution is as follows:

1. Users follow the operating instructions to measure their own AI skin. During AI skin testing, Xiaohongshu can determine the user’s camera permissions and prompt the user to turn on the camera permissions. After opening, Xiaohongshu will prompt the user to adjust the distance, angle, light and other issues to help the user complete the AI ??skin measurement.

2. The reason why you do not choose a prompt sound is that choosing "voice prompt" will affect others in most scenarios, or force users to use headphones, affecting the user experience.

3. Not using the rear camera is because it does not conform to the operating habits of most users. Finding a place with sufficient light can also make up for the accuracy of skin measurement.

Suggestions:

1. For ordinary beauty enthusiasts and some male users, they will have a strong dependence on skin quality reports, because this is the most intuitive way for them to see themselves. Information about skin type details. The author wants to improve users' understanding of their own skin type through skin type reports, and then increase the conversion rate of products through exclusive product lists and product recommendations.

2. Compared with the Gaide ranking, the multi-dimensional chart has the following problems:

The dry, oily and moisture dimensions overlap

Skin color cannot be reflected by scores

There are too many dimensions, making it difficult to give people an intuitive impression

Lack of qualitative analysis, it is difficult for users to know the grade/level to which the score belongs< /p>

Dimensions are mostly reflected by scores, which makes it difficult to cooperate with the subsequent keyword search function and match the product library

3. Compared with Beauty Cultivation, its skin quality reports are concentrated in text form , users can view more to see more detailed content. However, through investigation, it was found that many users who use AI skin testing are novices who don’t know much about cosmetics, so more and more vivid explanations are needed. (In fact, many women know their skin type very well. Skin type reports are for reference only, and more rigorous reports are not measured by cameras, and there are even issues with seasonal changes)

In summary, this skin type Quality reports should be designed to be more intuitive and easy for novices to read and understand.

The solution is as follows:

5.2? Little Red Heart Awards List

Suggestions:

1. From the perspective of usage scenarios, The Xiaohongshu list can provide reference opinions for some male users who pay attention to rankings, or for some women with insufficient knowledge and experience in cosmetics. Under such circumstances, I chose to cancel the function of filtering by month, which would bring "fear of choice" to users; not to mention the new function of filtering and sorting by "price range".

2. Xiaohongshu understands the user’s skin type and gives priority to recommendations based on the user’s skin type in this interface. Considering that some users are "unwilling to test their skin type" or "give gifts to friends", these users prefer to see the hot search list on the entire network rather than the recommended list based on their personal skin type, which has limitations. sex.

3. The subdivided list function is roughly the same as the main list function of the Little Red Star Awards, except that the subdivided list can record the user's hobbies and interests, and collect user data. In order to complete more personalized recommendations.

The solution is as follows:

5.3? Product details

Suggestions:

1. After research, many users will compare different product. But I usually don’t compare ingredients because they are relatively professional. Therefore, it is generally a comparison of "use effect". As for the comparison of "usage effects", the form of "comparison notes" can best explain it clearly to users. Therefore, it is necessary to display the filtered notes about comparison to the user. Through comparison, the advantages and disadvantages of different products can be shown, thereby helping users choose the product that suits them.

2. For sunscreen, "sunscreen power", "freshness", "hydration", "mildness" and "no mud", these five dimensions are indeed what sunscreen should be assessed for. The five functional dimensions of the subdivision are scored separately to calculate the total score.

3. Compared with Beauty Cultivation, Xiaohongshu’s product ingredient list has removed the “cancer risk” column because most of the products comply with the national chemical dosage. Therefore, even if there are Ingredients that pose a cancer risk usually do not actually cause cancer. Forcible descriptions or explanations may mislead consumers and reduce customer purchase rates.

The solution is as follows:

5.4? Skin care checklist

Suggestions:

1. During user interviews, I found that many users With the dazzling array of products, we sometimes get confused and face the fear of choosing. In the case of quality, the skin care list is like the shopping cart function we see when shopping. It can help users collect temporarily favorite products, and then help users make the next round of choices, helping users clarify their thoughts and make more correct decisions. .

2. In the skin care list, the content of the list also needs to be arranged in the same way. The skin type profile is placed at the top, and the subsequent products need to be summarized and sorted into different categories. The delete function and buy now function are of course essential. Buy now here also increases the conversion rate of product purchases.

The solution is as follows:

5.5? Product purchase

Suggestions:

1. When the user searches for products and clicks on the mall column , users can view product details and check the list where the product is located, so that new functions can be integrated and added to the function entry in different interfaces to increase the coherence between functions and facilitate users to make the right choice before purchasing. , improve product purchase conversion rate.

The solution is as follows:

5.6? Message push

Suggestions:

1. "Message" is "Little Red Book" and An important way for community users and merchants to communicate and communicate. Timely official reminders can help users receive update notifications about the "list" and improve user experience. At the same time, the "My Skin Type" and "My Favorite List" functions have been added to improve the user experience.

The solution is as follows:

5.7? Community Notes

Suggestions:

1. Under the attention column on the Xiaohongshu homepage, " The "Little Red Star Awards List" and "My Skin Type" entries have been added to the right of "Share Moments".

2. On the one hand, it is to help UGC or PGC content producers improve the note publishing experience. On the other hand, it is convenient for Xiaohongshu users to immediately locate the product on the list when browsing some beauty products. Ranking in the list.

3. Two official hashtags were added at the same time, which increased user participation and increased the exposure of the Little Red Star list.

4. By adding note categories, "Compare Notes" can help users directly select the most popular products at the moment. By comparing these products, it can also help users provide more choices and help users distinguish The difference between different products.

The solutions are as follows:

5.8? Others

The specific solutions are as follows:

6? Summary

Small Hongshu has been committed to improving the business model of content plus e-commerce. In the process of striving to create a closed business loop, it has encountered many problems. The author here tries his best to help Xiaohongshu ensure the quality of content publishing while increasing users’ product purchasing behavior.

Based on in-depth user interviews and online users’ comments and feedback on Xiaohongshu, the author believes that the Little Red Star Awards list is one of the functions that Xiaohongshu needs to improve most at the moment.

Through the above function iteration plan, we try our best to help users bid farewell to the difficulty of choosing, and guide users to make the most correct choice for product purchase in a more direct way. Product comparison notes and Little Red Star lists help users compare products from multiple dimensions more objectively and rationally.