Group Discussion _Group3 0910

Group 3

Aleem
Fengning
Aeri
Songgela

Red(小红书）

·Describe its changes in the last 10 years

In 2013, "Xiaohongshu Shopping Notes" App was launched, and it built a UGC content community.
In 2019, Xiaohongshu issued an internal letter announcing the latest organizational structure upgrade, which focuses on community e-commerce business

In 2017, Xiaohongshu began to transform, finding a new way to change from an overseas shopping e-commerce community to a life sharing community.

 

• What is the business model?

-Advertising marketing (Brand Collaborator Platform for product promotion and publicity; 
-Feed advertising inserted based on user interests; topic marketing for soft implantation)
-E-commerce business (self-operated "Welfare Society" and third-party brand settlement),
value-added services like data service for brand merchants to optimize strategies.

• Who are the key competitors?

-Content Competitors:TikTok (Douyin), Du(得物), Instagram, Weibo, Bilibili, Zhihu

-Transaction Competitors: Taobao, TikTok (Douyin),Du(得物), Kaola(考拉海购), Pinduoduo, JD(京东)

• Who are the clients

-A gender ratio of 3:7, where female users dominate.
-Younger, with 50% of users born after 1995 and 35% born after 2000.
-Youthful, energetic, and actively engaged in sharing and consumption, primarily driven by post-95s and post-00s.