An investor in the consumer track said to Huxiu:
“The community atmosphere and seed crowd determine the uniqueness of Xiaohongshu. Content release and comment value evaluation all refer to this HE Tuber dimension, but the expression of user opinions and interaction scenarios on the platform are all Taking publishing questions as the core will increase user stickiness, thereby promoting the generalization of the crowd and the content out of the circle."
Looking back, Xiaohongshu had already conducted an internal test of live streaming in 2019, and had high hopes for live streaming to bring goods. At that time, the operation idea was: the platform would tilt resources to help brands open stores and package sales to promote the investment of resources. Xiaohongshu’s positioning would be more It mainly plays the role of product promotion; but Xiaohongshu is far less attractive to KA merchants than Tmall, and its position is relatively weak.
This situation prompted Xiaohongshu to first cut off Taobao's external links in 2021, and then implement the "store-in-one" strategy (including brand merchant accounts, personal brand merchant accounts, and personal accounts), claiming that it can "open a store with zero threshold" and provide brands with " platform to directly connect consumers" opportunities, and further implement the "home store opening plan" at the end of 2021 to "show goodwill" to the brands that have settled in Xiaohongshu.
However, in 2022, the e-commerce department in Xiaohongshu’s structure will be downgraded from the first-level department to the second-level department. Xiaohongshu will also separate the live broadcast business to establish a live broadcast group and integrate it into the merchant department under the community department; according to Hu I understand that Xiaohongshu COO Conan (Hua Ming), who is in charge of the community department (under the jurisdiction of community business and e-commerce business), will take over Xiaohongshu’s commercial product team and transaction product team in 2022. Before that, Xiaohongshu The book e-commerce department has gone through many rounds of adjustments. The most recent one was in January 2022 when Jesse, the head of Xiaohongshu e-commerce, resigned due to family reasons. The original community department and e-commerce department were merged into a new community department.
It is worth noting that after Dong Jie broke through the circle with his goods, Xiaohongshu internally discussed whether to insert live broadcasts into the bottom video, because inserting live broadcasts into video streams is a mature practice on other platforms, but because Xiaohongshu’s video ecosystem is still weak, Management is in no rush to make adjustments. At that time, the brand mainly judged the effectiveness of Xiaohongshu’s on-site advertising through two dimensions:
