It’s Xiaohongshu’s turn to harvest
When the old and new giants were fighting anxiously on the live broadcast track, Xiaohongshu was filled with the optimism of an attacker.
On the one hand, celebrity anchors such as Zhang , Dong Jie, and Zhang Jingchu are HE Tuber showing off to the outside world Xiaohongshu’s unique live broadcast field and the ability to bring tens of millions of goods in a single game - they have abandoned the shouting-style order promotion model. , conquered the users squatting in front of the screen with their unique delivery style.
On the other hand, since this year, the "Dong Jie effect" has driven a number of brand merchants and bloggers to join Xiaohongshu to test the waters, and its live broadcast business has accumulated huge potential. Huxiu learned that from March to May this year, the number of e-commerce brand merchants on Xiaohongshu doubled compared with the same period last year. The monthly transaction volume of live broadcasts has tripled compared with the beginning of the year. Live broadcasts also became the platform’s sales volume in May. main source of sources.
Moreover, after celebrities and top bloggers created a buzz, Xiaohongshu put encouraging store broadcasts on its important agenda - Huxiu learned that Xiaohongshu has listed store broadcasts as the company's key e-commerce live broadcast efforts in the second half of 2023. direction.
In fact, since the live broadcast e-commerce trend started in 2020, there have been upstarts such as ByteDance and Kuaishou on the live broadcast table, as well as strong rivals such as Taobao and JD.com. The outside world thought that the leading players had far surpassed other players. However, since 2023, Xiaohongshu is showing more possibilities to the market, and the territorial fragmentation of live broadcast e-commerce is obviously not yet a foregone conclusion.
Xiaohongshu squeezes into the “last train of live broadcast”?
No one expected that after Dong Jie emerged from the industry with her products, Zhang , the "first generation socialite", would also become famous in Xiaohongshu.
At the end of May, Zhang launched her first live broadcast on Xiaohongshu, which lasted for nearly 6 hours and attracted more than 600 million views. According to data from Xiaohongshu, the live broadcast called "Rose Window" was viewed by more than 1 million people and generated sales of more than 50 million. Yuan, breaking Dong Jie’s previous record of 30 million yuan in goods in 6 hours. However, Dong Jie’s latest single game GMV exceeded 73 million yuan and completed the overtake.
Sorting out Zhang 's sales layout began in January 2018
From the opening of the public account "Zhang aroseisaroseisarose" to the creation of the personal brand "Rose is a Rose", the launch of the WeChat mini program, and the trial of the video account to bring goods in March 2022, it has not taken off. Too big a splash - however, Zhang , who moved to Xiaohongshu, exploded with huge potential: not only did she bring in more than 50 million yuan in a single game, she also ranked first on the fan list for several days in a row and captured more than 1.122 million fans.
Looking back, it’s hard to say whether Dong Jie and Zhang made Xiaohongshu successful, or whether Xiaohongshu further explored the business capabilities of these two female stars - at least, in the field of live streaming, Xiaohongshu finally found its presence. feel.
However, the question before Xiaohongshu is
how to let the outside world see more amateur bloggers’ ability to bring goods-after all, a large number of amateur bloggers are the cornerstone of Xiaohongshu’s live broadcast-so, Dong Jie, After Zhang , Xiaohongshu is trying to copy more amateur bloggers who have exceeded 10 million in a single game.
