How does Xiaohongshu operate its community?

This article provides a brief analysis of Xiaohongshu .

As shown below:

A lifestyle sharing community for young people, marking their daily life of eating, wearing, playing and shopping

User needs: A platform is needed to understand the latest trends and share daily life.

Mobile phones can be said to be a necessity in modern people's lives. In an era when phone addiction is prevalent, people tend to prefer communicating in the virtual online world rather than face-to-face communication. More and more people like to share their daily lives on online platforms.

The reason why people like to share their lives is often due to the following psychological factors:

1. Like to share content that they find valuable or entertaining;
2. Strengthen relationships with others;
3. Promote some ideas;
4. Get self-satisfaction.

Xiaohongshu's slogan is "Mark my life" and its main user group is women aged 20-35. Women in this age group have a strong pursuit of beauty and are also keen on online social networking . Xiaohongshu provides such a platform, allowing users who love sharing to communicate on such a community platform. By posting notes, they can record their shopping shares and various life information.

There is also a user group in Xiaohongshu who are not keen on sharing but just looking for notes. So what needs does Xiaohongshu solve for this type of users?

For example, when we want to learn more about cosmetics, skin care and fashion information, do we have enough money to keep trying and experiencing, or do we have experienced friends around us to help us, and this also depends on whether my friends have the same external conditions as me.

When it comes to makeup and skin care, if my friend and I have different skin types, our experience of using the products may vary greatly; when it comes to fashion and dressing, if my friend and I have different body shapes, simply copying the dressing style may have little effect, which is a real pain point for many girls who are not so experienced but are eager to be beautiful.

Xiaohongshu provides a professional community where users of different body shapes share their outfits, and users of different skin types share their product experiences, which can fully solve various problems users encounter when choosing products. Users can choose product notes that are similar to their own body shape and skin type for reference, and can also consult with other users through comments. Users can find answers to their questions in this community.

Celebrity Talent

User needs: Satisfy users’ curiosity about celebrities’ daily lives and the products they use.

In the past, celebrities were often out of reach for ordinary people, and the sense of distance was very strong. But nowadays, with the development of the Internet , the distance between celebrities and ordinary people has been shortened through the Internet, and people often want to get to know celebrities better.

By inviting celebrities to join Xiaohongshu and shoot short videos to share various good things, users' curiosity about the daily lives of celebrities is satisfied. At the same time, the products recommended by celebrities have also spawned many popular products.

When searching for celebrities on Xiaohongshu, the most frequently associated words are products used by the celebrities. For ordinary people, celebrities are often the creators of fashion trends and the epitome of beauty.

• From the perspective of user psychology, celebrities have a high degree of authority in terms of fashion, which makes users more trusting of products used by celebrities.
• On the other hand, using the same product as your favorite star will psychologically be a form of support for your favorite star, narrowing the one-sided psychological distance.

Hot Topics

User needs: Satisfy users’ desire to pursue hot topics.

Every once in a while, there are popular Internet terms, which actually fully demonstrates the current young people's pursuit of trendy hotspots. Users often want to know the latest, fastest and most comprehensive information, and do not want to feel alienated from their social groups due to delayed messages. This is actually a social need.

Xiaohongshu regularly launches new community activities, sets different themes, and guides users to share notes to meet their needs to chase hot topics. By shaping interesting and useful community hot topic circles, users can have a strong sense of participation. At the same time, they can also find friends with common interests and enhance interaction between users.

Beauty filter

User needs: Satisfy users' pursuit of beauty.

According to statistics: Among the current photography and beautification apps, the top ten software all have common functions, which are beautifying pictures, adding filters, etc. With the popularity of various beauty apps, photo editing has become an essential skill for survival in cyberspace, and most girls have an obsessive love for photo editing.

Why do girls love photo-editing software so much?

Photo retouching actually belongs to the "impression management" in social psychology. This "impression management" is an auxiliary means of interpersonal communication.

Xiaohongshu APP allows users to directly edit photos and add filters in the software, eliminating the need to frequently use multiple software programs. It allows users to directly generate the most ideal pictures in Xiaohongshu and share them, satisfying users' pursuit of beauty. Beautiful pictures tend to attract more attention, expand the user's social circle and increase the number of users' fans. After receiving such feedback, users will be more willing to share, forming a virtuous circle.

Label stickers

User needs: Meet users' diverse needs for image information.

When sharing or searching for products, we often hope that the basic information of the product can be expressed more intuitively, such as the name and color number of the cosmetics brand , or the brand of clothing, etc.

Xiaohongshu's tag function has always been a widely praised feature, and users can use various tags in pictures.

• On the one hand, various sticker decorations increase the beauty of photos, making them more vivid and beautiful, and can also attract more users to click on notes.
• On the other hand, labels are equivalent to descriptions of pictures. With labels, important information is clear at a glance. Users do not need to compare texts while looking at pictures. They can directly obtain the most important information from pictures, which increases the efficiency of users' information acquisition.

Global Goods

User needs: Satisfy users’ demands for purchasing authentic products.

Data shows that the overall transaction volume of cross-border e-commerce (including retail and B2B ) reached RMB 7.6 trillion in 2017, with a considerable growth rate. In 2018, the transaction volume of cross-border e-commerce is expected to increase to RMB 9.0 trillion.

Why is the growth scale of cross-border e-commerce so impressive?

People's consumption level is constantly improving, and their requirements for goods are higher than before. For various reasons, the demand for overseas goods is also increasing. The traditional channels for purchasing these overseas goods are nothing more than consumers buying them when they travel abroad or finding purchasing agents to buy them.

However, in the past two years, counterfeit goods have been rampant, and ordinary consumers have no way of distinguishing the authenticity of the goods purchased by small purchasing agents. If they encounter such problems, it is very difficult to protect their rights. Reliable cross-border e-commerce platforms can successfully solve this demand of consumers, and the transaction scale of the cross-border e-commerce market with more guaranteed product quality can maintain rapid growth.

In order to ensure the quality of goods, Xiaohongshu adopts the model of self-operation and bonded warehouse. While strictly controlling the quality of goods, it also eliminates users' doubts about counterfeits and satisfies users' demands to purchase authentic products.

Xiaohongshu, combined with its life-sharing community, not only allows users to buy quality authentic products on the platform with confidence, but also can judge users' preferences for products based on their likes and collections, thereby recommending products that better suit their preferences to users, allowing users to enjoy one-stop shopping on Xiaohongshu from discovering notes to purchasing products, saving time and improving shopping efficiency.

Summarize

The reason why Xiaohongshu can stand out among many cross-border e-commerce products is closely related to its success as a lifestyle sharing community. The main functions in the application introduction meet the users' various needs for a sharing shopping APP from different aspects, increasing the stickiness between users and products.

The author has only combined his personal understanding and made a brief analysis of Xiaohongshu’s main functions and the user needs it solves through its application introduction. There are still many shortcomings, so please understand!