Content Operation: The content strategy that made Xiaohongshu so popular!

Tencent took the lead in the last round of financing, and Alibaba took the lead in this round of financing. Xiaohongshu, which integrates cross-border e-commerce and shopping sharing community, has become a hot topic.

It is reported that Xiaohongshu has completed financial financing of more than 300 million US dollars from Xin Yilun, and the company's valuation will exceed 3 billion US dollars.

What is the most popular APP in China? Tik Tok is definitely not the only answer

Speaking of Xiaohongshu, girls must be familiar with it. I like to read some skin care products, purchasing experiences and usage experiences shared by experts on it. So, here comes the question. How does Xiaohongshu, whose activity has skyrocketed, operate its community?

Xiaohongshu (overseas shopping) ranks first in e-commerce, with 28.08 million monthly users, a month-on-month increase of 9.2%, which is much higher than other products.

Xiaohongshu's operating model:

Content operation + product operation + user operation + community operation + merchant operation

① Content Operation

1. Big data quality recommendation

Recommend content based on the tags selected by users on the Xiaohongshu homepage.

2. Fresh posting filter function

In terms of posting, a new filter function has been added to help users create more beautiful pictures. When users share content, they can see the shopping and usage experience written by the poster in the specific notes.

3. High conversion rate of content

The high conversion rate of users is of great commercial value. For example, based on the opinions of 1.87 million people, we can tell you the top ten products worth buying in Europe.

② Product Operation

1. The layout of the homepage is concise and accurate

In terms of product framework design, daily selections and my favorites are placed on the homepage, and regional options are placed on the second webpage to make the visual clearer and facilitate users to access the latest information.

2. Content data structuring

By adopting data structuring, shopping notes are classified by destination, category, and brand to form a database, making it easier for customers to find them.

3. UGC content is authentic

The products are all real UGC content. Any advertisements or purchasing agent information will be eliminated, and the quality can generally be guaranteed.

③ User operation

1. Complete content

Xiaohongshu App meets the needs of all users, with products ranging from skin care, cosmetics, digital electronics, luxury goods, etc.

2. Welfare Club Authenticity Guarantee

Users can refresh the welfare club every day to learn about the relevant content of each product to prevent users from buying fakes, and the welfare club also holds lucky draws from time to time.

3. Efficient user promotion

Sharing users' experiences and attracting other users to like and comment on them will help enhance their activity and credibility in the platform.

4. Professional bonded area and special logistics packaging

The logistics adopts the method of preparing goods in the bonded area, and overseas products can be received within two days. The packaging cartons are carefully designed by designers and contain text messages signed by the CEO to make users feel cared for.

④ Community Operation

1. Encourage users to share

Users are encouraged to share their shopping experiences, so the community has a shopping expert list and a wish list with collection function.

2. Strict Note Content Filtering

In order to avoid most of the spam and ensure the safety of users, a strict community system has been established. Shopping Notes has added a new user reporting function. The background will pay attention to the authenticity of the reported articles and delete the fake ones, thus providing a good filtering effect for users.

3. User review mechanism

Xiaohongshu has also set up an editorial review and user reporting mechanism, and users suspected of designing advertisements will be immediately banned.

⑤ Merchant Operation

1. Intuitive search for brands

Brands can intuitively see users who collect and love their products in the community.

2. User browsing data analysis

Merchants provide a large amount of data for welfare club selection and stocking based on users' browsing data, wish list data, sharing and likes data.

3. Direct contact with major merchants

Xiaohongshu has established direct contact with overseas brand owners or distributors.

4. Logistics support

The merchant adopts rapid logistics distribution and signs a strategic protection agreement with Zhengzhou Free Trade Zone.

Analysis of Target Users of Xiaohongshu

It is not difficult to see from the data in the above figure that nearly 90% of Xiaohongshu’s users are female, more than 32.98% of whom are born in the 1980s, and those born after 1995 also account for a large proportion. This is simply the daughter country of the new era.

From a regional perspective

The user population is mainly distributed in the eastern coastal areas with relatively developed economies. They are young girls from first- and second-tier developed cities who love beauty and pursue a refined life.

From this we can conclude that the main user characteristics of Xiaohongshu are:

Young women who live in economically developed areas and have a good education and economic level tend to have high demands for appearance and product quality, and at the same time have the desire to pursue fashion and share themselves.

Xiaohongshu enters the entertainment industry, and the ability of celebrities to bring goods should not be underestimated

As popular stars and idol trainees have opened personal homepages on Xiaohongshu, Xiaohongshu has become a place for stars to boldly share their lives. Female stars compete to become beauty bloggers, and spare no effort to show off their dressing tables and share their beauty secrets.

This allows the public to get to know the daily lives of celebrities, and because of this, countless celebrity recommendations have become hot sellers.

In the first half of 2018, with the popularity of the TV series Peace Hotel, the lipstick of Chen Jiaying, played by Chen Shu in the drama, became extremely popular, and Chen Shu's lipstick colors frequently occupied the hot searches.

She once posted a photo of her lipstick outfit on Weibo, which was praised by netizens as having a lipstick worthy of its name. MAC took up one-third of the lipstick, and she also carefully marked the color numbers with stickers.

In addition, many big-name celebrities also show off their own private products on it.

For example, Fan Bingbing's facial masks and bags

Lin Yun's sunscreen, laundry detergent, etc.

Xiaohongshu has narrowed the distance between celebrities and the general public. The competition in the e-commerce industry is very fierce, but Xiaohongshu has still been able to gain a foothold under the double squeeze from traditional e-commerce, so its performance is naturally excellent.

Source: Yuanyuan Technology