Xiaohongshu defines himself as: life sharing community. In fact, it is more aimed at female users: beauty, clothing, and good things sharing communities.
Let's talk about the marketing of little red books first.
Xiaohongshu can now be defined as an e-commerce platform. At the beginning, the function of Little Red Book was to share beautiful things and mark life. Users can post their favorite things on Little Red Book, and also tag and share their experiences to attract users who are also interested to communicate and discuss. In the early days, it was a pure sharing community, and there were not many advertisements to get like-minded people together. This function is a bit like Baidu Post Bar. But it is richer than post bar and closer to female users. Therefore, Xiaohongshu attracted many users by these two points in the early days.
After starting early users, Xiaohongshu began to have the function of commercial realization. Many shopkeepers share their goods with Xiaohongshu, which can bring traffic to their stores to a great extent. After this function was clear, Xiaohongshu began to look for celebrity network red endorsement. Spokesmen are the hottest stars at the moment, such as Fan Bingbing, Yuqi Zhang and other big coffee, Jelly Lin and other young people, as well as idol trainees, Chuangchuang 10 1 and other idol groups. The spokespersons sought by Xiaohongshu range from the first line to fresh meat, and the products shared and used can be said to cover luxury brands and good things with reasonable prices. Meet the needs of users of different groups and different consumption levels. The development track of stars with goods, trend labels and little red books is similar to Tik Tok. Every step is steady.
Back to financing.
Xiaohongshu was established in March of 20 13 and 20 14, and Xiaohongshu completed a million-dollar series A financing. 2065438+2004 10 month, 165438+2004, Xiaohongshu completed10 million USD Series B financing. In 20 16, xiaohongshu completed the C round of financing, which was led by Tencent with the amount of 1 100 million USD. Interestingly, the C round of financing was led by Tencent. At that time, there was speculation on the Internet that this move was Tencent's move against Ali in the field of e-commerce. In the D round of financing announced yesterday, the lead investor has become Alibaba. It's also very interesting.
Xiaohongshu started as a community. Compared with other e-commerce platforms on the market, Xiaohongshu has extraordinary content and traffic advantages. Zhai Fang, co-founder of Xiaohongshu, also said that Xiaohongshu may complete the ipo within 2-3 years.
Women's money has always been very easy to earn, and community-based e-commerce platforms have not been without before. The previous Mushroom Street and Beauty said that although the community did not do as well as Little Red Book. But there is also the shadow of the community. Some apps, including oxygen, are also done in the mode of community+content. Xiaohongshu stands out, but there are not a few platforms for this model to die. After the commercialization of community, advertising will become a problem.
When the advertising content is greater than the user's own content, it directly affects the product experience. The platform will face operational bottlenecks. Similarly, the star effect is reduced. How can Little Red Book increase the number of users? Moreover, Xiaohongshu is more like an e-commerce diversion platform than itself. After a round of financing, long-term benefits are still the most important. These will be the problems faced by Xiaohongshu.
But then again, at present, for female users, Little Red Book is still a vibrant product.