The official explanation is this:?

Little Red Book is a lifestyle platform and the entrance of young people's consumption decision. It was founded by Mao and Qu Fang in Shanghai on 20 13, dedicated to making a better life in the world within reach. In Little Red Book, users mark their lives with short videos, pictures and words. As of March, 20 19, the number of users of xiaohongshu exceeded 220 million, and it continued to grow rapidly, among which 70% users were born after 1990.

In addition, Xiaohongshu's vision is to "become the most trusted Internet company for users"; The mission is to "make a better life in a world within reach"; Corporate culture is "fruitful, knowledgeable, trustworthy and structured".

What does the little red book look like after the new round of reform? /GEAYz5

Little red books are "very popular" recently.

There have been many false reports about the development history of Little Red Book. Let's take a look at the development history of the little red book, which is also the most authoritative version of the official summary.

Xiaohongshu was founded on 20 13, and unconsciously passed through the slow-paced first five years. Starting from 20 18, Xiaohongshu began to overtake in the corner. Especially in 20 19, the number of the latest users has exceeded 250 million. After experiencing the storm of "data fraud", "e-commerce being criticized" and "planting grass instead of writing", Xiaohongshu did not hesitate to start drastic rectification.

Recently, a series of rules and measures have been hotly debated, namely "new rules for brand partners". According to the official statement, the new rules are introduced to improve the quality of partners, increase the efficiency of MCN, and severely punish users who fail to report advertising descriptions and falsify data. In a word, it is to further standardize the platform.

20 19 xiaohongshu, which adjusts the organizational structure, currently has four business modules.

community

Xiaohongshu community generates more than one billion notes exposure every day, covering fashion, personal care, make-up, food, travel, entertainment, reading, fitness, maternity and other lifestyle fields.

2. Welfare society

Xiaohongshu Welfare Society is a self-operated e-commerce platform for Xiaohongshu. In Xiaohongshu Welfare Society, users can purchase high-quality beauty, fashion, home appliances and snacks from all over the world with one click.

3. Brand number

Among all business modules, the brand number is the latest business launched in March 20 19. It is emphasized here that the brand number department of Xiaohongshu integrates the company's resources from community marketing to closed-loop trading around the core product of "brand number" to better connect consumers and brands. "Brand number" is the predecessor of Xiaohongshu brand account.

The role of brand number is to help the brand obtain official certification, invite brand partners to publish cooperation notes, and understand multi-dimensional data through interaction with fans, so as to directly configure the flagship store of Xiaohongshu brand and promote transaction transformation.

If you have already opened a brand account in Xiaohongshu, you don't need to re-open the brand number, and the original fan data will not be affected.

Brand number is upgraded in five modules based on the original brand account.

Official certification: official certification logo, more entrance to the exhibition.

? Brand operation: search discovery and content distribution to guide users' attention.

? Fan interaction: A variety of operational tools promote more fan interaction and increase user stickiness.

? Data insight: Empower content marketing by gaining insight into multidimensional data reports through the brand number background.

? Get through the transaction: configure the flagship store of Xiaohongshu brand to realize efficient traffic conversion.

4. Little Red Bookstore

After six years of accumulation, Xiaohongshu's unique beautiful, authentic and diverse community atmosphere has continuously attracted more and more partners and explored more possibilities for a better life.

In addition to the adjustment and reform of the business sector, Xiaohongshu is also actively practicing social responsibility. For example, 20 19, Xiaohongshu pays attention to environmental protection and looks at environmental protection with a new eye. The "classification of domestic waste" in Xiaohong's book has been in action-using "garbage diary" to speak for green life. Initially, as early as 2065438+July 2008, Ritatawang, a user of Little Red Book, initiated the topic of recycling garbage-# My Garbage Diary, transformed the garbage at hand into lovely handicrafts, ran to collect garbage with friends and became a beautician in the city. At that time, nearly 10,000 small red book users participated in the operation. Today, My Garbage Diary continues to take root in Little Red Book. Xiaohongshu is using the beautiful energy of the mobile community to incite more young people's environmental awareness.

Little Red Book-Help more young people find a better life

Nowadays, people who don't go to the theatre, play games, stay up late or stay up late seem embarrassed to say that they are fashionable young people. But what is the real definition of "trendy life" at present?

What would you say if someone suddenly asked this topic?

How to help more young people find a better life is also the answer that Xiaohongshu has been seeking.

The times are developing, and the role of young people in this era is also changing. In today's more developed economy and culture, young people have become the main force in the consumer goods market in terms of consumption concepts and cultural concepts, and "post-90 s", "post-90 s" and "post-00 s" are becoming important groups in the consumer market. Among them, entertainment closely related to culture is the main consumption interest of young people. They are more open-minded and tolerant in thinking and pursue a more real, beautiful and diverse lifestyle. Among the users of Xiaohongshu platform, "post-90 s" accounts for 70%. After gathering young people who are full of imagination about life and culture, Xiaohongshu has more than 1 10,000 notes every day, which provides great reference for young users' environmental lifestyle. From "planting grass" to "punching in" to record their lives in the form of short videos, Xiaohongshu is committed to connecting young people with the true beauty of this era and helping young people here find the best cultural ways and means.

In the little red book, "post-90 s" like to punch in for fitness, share books and travel experiences;

"After 00" is keen to exchange learning experiences. According to the official data provided by Xiaohongshu, in 20 18 years, "after 00" recorded more than 65438+ million hours of study punching in Xiaohongshu.

It can be seen that with the continuous improvement of people's living standards, more and more young people tend to spend their time on the realization of self-worth rather than material consumption. In the eyes of many young people, fashion is not only a drifting entertainment, but also a diversified, positive and healthy attitude towards life. Reading, traveling, food, fitness, clothing, etc. It is becoming a typical slice of young people's new trend life, and the community little red book, which carries these beautiful lifestyles, is helping young people embark on the road of creating a better life.