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Xiaohongshu finally made it clear that it would take the road of buying handmade e-commerce. It started experimenting with e-commerce very early. Previously, we operated standard e-commerce through self-operated e-commerce welfare clubs, and later tried vertical e-commerce "Little Oasis" based on community trends. Both of them were difficult to compete with comprehensive platforms; at the beginning of this year, Dong Jie, Before the emergence of top anchors, Xiaohongshu also introduced major anchors such as Fu Peng and Yang Tianzhen to carry out live broadcasts. However, at that time, the market was more popular for low-priced group purchases of "three-two-one-link". Xiaohongshu was among the anchors, It was unable to compete in terms of traffic and supply, and finally died out.
The current "handmade e-commerce" has a closer relationship with the Xiaohongshu community. Because its core element is buyers, most of whom come from creators in the community, with fans ranging from 20,000 to 500,000. Xiaohongshu is in the middle position, and as the advertising market is gradually shrinking, it can receive There are fewer and fewer advertisements. These bloggers use their own aesthetics and taste to select products that TG Number List suit themselves and their fans, and sell the products through live broadcasts or graphic notes. This kind of community e-commerce relies on the concept of "buyer" that has long existed in the retail industry. However, compared with offline buyer stores, it can cover more sophisticated people, touch more types of goods, and have more diverse content display methods and sales methods. Compared with the anchors of other e-commerce platforms, its buyer content attributes are more important, and it values aesthetic style rather than price,
so it is better at selling non-standard categories such as clothing and home furnishings. The current online shopping e-commerce platform is based on the fact that Xiaohongshu is already the number one community in China with a DAU of over 100 million. It has gathered most of the users with the most purchasing power between the ages of 25 and 45, and also attracted content creators from all walks of life. It needs to transform some of the creators who cannot be accommodated by planting grass ads into an "e-commerce company" that combines products and effects. "Buyers", so that they can survive better on the platform, and the platform also has the spare capacity to transfer part of the main website's traffic to e-commerce transactions, without affecting the user experience too much.
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發表於 12:31:47