Xiaohongshu
Group 9
GUO, Jiawen
ZHAO, Ruoqi
HUANG, Wanting
YE, Xiaotong
Changes:
- Started as a platform for sharing oversea shopping experience.
- Expanded to include a wide range of lifestyle topics, including fashion, beauty, food, and travel.
- Beyond a community since "Fulishe" was established: E-commerce transactions became available, allowing users to purchase products directly through the platform.
- It has grown to attract a large and diverse user base, particularly among young, urban consumers.
- More visible content: initially text-based--images, videos, and live streaming
3Cs model:
1. Business Model
A social media and e-commerce platform that leverages user-generated content to drive engagement and sales. A blend of social media and e-commerce, often referred to as "social commerce."
2. Competitors
Other platforms with e-commerce capabilities, such as TikTok, Du(Dewu), Pinduoduo, Taobao, JD.com.
3. Clients
-End consumers: young, trend-conscious shoppers, particularly those interested in beauty, fashion, travel, and lifestyle trends.
-Brands and retailers: selling of ad, create and execute campaigns, engaging with their consumers to promote their products and services.
-Influencers and Content Creators: creating content to engage with their followers and promote products. They often collaborate with brands for sponsored content and endorsements.
-MCN: partnership with influencers(KOL,KOC), targeting mkt for brands.
-End consumers: young, trend-conscious shoppers, particularly those interested in beauty, fashion, travel, and lifestyle trends.
-Brands and retailers: selling of ad, create and execute campaigns, engaging with their consumers to promote their products and services.
-Influencers and Content Creators: creating content to engage with their followers and promote products. They often collaborate with brands for sponsored content and endorsements.
-MCN: partnership with influencers(KOL,KOC), targeting mkt for brands.
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