Xiaohongshu competitive product analysis report!

Today, when e-commerce has penetrated into our lives, how to do content e-commerce well requires us to constantly guess the user's psychology and create the content they need. This article starts from the perspective of "people, goods, and places", taking Xiaohongshu and its competitors as examples to analyze the development path of content e-commerce.

1. Background and Research Objectives

1. Product Introduction

Product model: community + content + e-commerce

Product slogan: Mark my life

Introduction to Xiaohongshu: Xiaohongshu is a lifestyle platform for young people. Its mission is to "Inspire Lives, share and discover the wonders of the world". Users can record their daily lives, share their lifestyles, and interact based on their interests through short videos, pictures and texts. A lifestyle platform for young people, where you can discover a beautiful, real and diverse world and find the life you want.

2. Product Development History

3. Product status

(1) Profit model

Advertising and e-commerce are the main forms of monetization for the Xiaohongshu platform: Xiaohongshu has both a content community and an e-commerce system. Users promote products through content and sell goods in the mall, thus achieving a closed business loop from promoting products to removing them.

(2) Operation model

Xiaohongshu platform uses lifestyle content as its traffic entry point and uses refined classification operation management to improve user retention, but there is still great pressure on user conversion and monetization. In terms of user conversion and monetization, 80% of Xiaohongshu platform's revenue comes from advertising and 20% from e-commerce. Its user conversion rate is still in the development stage.

(3) Current issues

Xiaohongshu has gradually developed from a shopping sharing community to a community that focuses on lifestyle content. Since 2014, the Xiaohongshu platform has begun to test the e-commerce business, and the "Welfare Club" was launched, opening up the cross-border e-commerce business segment. It has gradually developed from self-operated e-commerce to opening up and cooperating with third-party platforms. In 2020, Xiaohongshu's live broadcast business was opened for public beta, and in April 2021, the platform proposed traffic support for anchors.

At this stage, the traffic dividend of content communities is approaching, and the competition for user growth has entered the stage of competing for existing users. Against this background, Xiaohongshu's MAU users grew by only 18% year-on-year in December 2020. Compared with the substantial growth in the past few years, the user growth of the content community platform has begun to reach a bottleneck period. How to acquire user time, improve user stickiness and user retention has become the focus of business development for major platforms.

4. Analyze the goals

By analyzing similar content e-commerce products from the perspective of "people, goods and places", we can find content operations and profit-making methods that are in line with Xiaohongshu's genes and improve user conversion and monetization capabilities.

5. Competitive product selection

We selected three products, namely Xiaohongshu, Douyin and Mogujie, for competitive product analysis .

2. Market Analysis

1. Current status of social e-commerce development

The development of content social platforms has transitioned from the traffic accumulation stage to the stage of expanding the platform's commercial value. Currently, China's content social e-commerce industry shows two major development directions: e-commerce contentization and content e-commerce.

Traditional e-commerce platforms have added content operation sections, using short videos, grass-planting notes, etc. to build new consumption scenarios, thereby improving user activity and user stickiness on the e-commerce platforms. Content communities are characterized by high traffic and high grass-planting value, and converting traffic into monetization is the appeal of this type of platform.

2. Market size of social e-commerce

Driven by the traffic dividend of content platforms and live streaming e-commerce, China's content social e-commerce industry has achieved rapid development. As content e-commerce matures, the traffic dividend of content e-commerce will peak from 2021 to 2025, and the growth rate of China's content e-commerce industry will slow down: it is estimated that by 2025, the market size of China's content social e-commerce industry will grow to 3684.69 billion yuan, with a CAGR of 28.6% from 2021 to 2025

3. Advantages of social e-commerce

Under the traditional e-commerce "search" model, consumers have a unified traffic entrance, which makes online shopping present a "centralized feature." When the supply of goods is extremely abundant, search rankings have almost a decisive influence on user choices. Under the Matthew effect, traffic continues to converge on the top products, while small and medium-sized long-tail merchants are easily submerged in the massive tide of products.

In the social e-commerce model, commodities are spread based on individual users with social networks as the tail link. Each social node can become a traffic entrance and generate transactions, presenting a "decentralized" structural feature. With recommendations from others, users’ trust in products will reduce their reliance on brands. If a product is good enough and has a high cost-performance ratio, it will be easy to spread through word of mouth, giving long-tail products more room for development.

From search-based shopping to discovery-based shopping, quickly facilitate purchases and improve conversion efficiency.

In the entire process of user shopping, the role of social e-commerce is mainly reflected in three nodes:

Demand generation stage: stimulate users’ unplanned shopping needs through social sharing;

Purchase decision stage: quickly promote purchases through trust mechanisms and improve conversion efficiency;

Sharing and communication stage: stimulate users' willingness to share actively and reduce customer acquisition costs.

4. Summary

Despite the overall slowdown in growth, content e-commerce still has room for development that cannot be underestimated. Xiaohongshu is based on powerful community content, and its own social genes are more conducive to the subsequent development of e-commerce business.

Since the launch of the "Welfare Club" and the opening of third-party merchants to the live broadcast business, Xiaohongshu's monetization strategy has shifted from relying on content to e-commerce. Only by leveraging the unique advantages of content e-commerce and finding breakthrough points that are in line with the development of one's own platform can healthy development be achieved.

3. Analysis from the perspective of “people”

1. Product user group

Xiaohongshu's users are mainly young women who love beauty, life and shopping. Most of them are located in first- and second-tier cities. The users are relatively young and have an above-average spending power. However, there are relatively few male users of Xiaohongshu.

The ratio of male to female users of Douyin is relatively balanced, almost 1:1. Douyin is mainly a short video entertainment software. The users of all ages are relatively balanced, but they are also relatively young, and their consumption capacity is concentrated in the middle position.

Mogujie's users are mainly young women. Mogujie is a shopping guide-based software. Its users are relatively young and have above-average spending power.

It can be seen from the competitor's population characteristics chart that Xiaohongshu's population characteristics have a greater overlap with Mogujie's users, and people's first impression of Xiaohongshu and Mogujie are both related to shopping. Compared with Mogujie, Xiaohongshu is more of a content community.

When opening Mogujie, users may check out the shopping guide and then go shopping directly, but when opening Xiaohongshu, most users will check the notes of celebrities to see what is worth buying. They will follow the suggestions of Xiaohongshu and then turn to third-party shopping software to buy what they want. Because of the inherent understanding of Xiaohongshu, people often overlook the fact that Xiaohongshu also has a generation function that allows people to place orders directly.

This has increased the difficulty of closing the business loop of Xiaohongshu, and the user monetization conversion rate is low, which has instead made things easier for others.

The main purpose of Tik Tok users opening the app is entertainment. However, in recent years, Douyin has also shifted its focus to e-commerce business, and Douyin also has functions such as anchors selling products and product showcases. On the personal homepage, Douyin has also set up an entrance to the Douyin Mall, where users can enter the Douyin Mall to shop.

2. User shopping path

The shopping path of e-commerce is active search, multi-channel inquiry and comparison, ordering and purchasing, and finally evaluation. The path of social e-commerce is to see others’ sharing, which in turn leads to a quick purchase and then spreads within the community.

(1) Xiaohongshu users’ shopping paths

We currently define Xiaohongshu as social e-commerce, so let’s see whether Xiaohongshu conforms to the user shopping path of social e-commerce.

Users have two motivations for opening Xiaohongshu: the first is that they have a need and want to find a way to solve the pain point of this need on Xiaohongshu; the second is to kill time when they are bored and see if there is anything interesting.

Let’s look at the first type first. Because there is a demand, but you are not sure what product can meet this demand, so you open Xiaohongshu to search to see if there are any celebrities who can solve the user’s pain points through a certain product. If a celebrity recommends a product that solves the user's pain points, then the user will be attracted to the product and will want to place an order to buy it as soon as possible.

But at this point, many users will switch from Xiaohongshu to third-party shopping software, such as Taobao, to search for evaluations and then place orders.

The second operation path is that users are bored and want to kill time. They see interesting things recommended by celebrities and feel the need to buy them. If there is a purchase link in Xiaohongshu, they may place an order to buy it. If there is no purchase link, they will put it in their favorites or turn to third-party software to purchase.

From the user path, we can see that after being planted on Xiaohongshu, the purchase was not quickly promoted. Instead, it was interrupted at this stage and turned to a series of user shopping path operations of traditional e-commerce. This will be very detrimental to Xiaohongshu's business closure.

From the perspective of user shopping paths, there are two reasons why Xiaohongshu has not been able to quickly promote purchases after launching e-commerce shopping sections such as welfare clubs:

(1) People’s inherent perception of Xiaohongshu is that Xiaohongshu’s predecessor was a shopping guide. Under the influence of such a gene, Xiaohongshu has never been able to become a shopping software in people’s minds.

(2) In the celebrity notes on Xiaohongshu, there are many products that can solve user pain points, and the categories are diverse, but the product content in Xiaohongshu's e-commerce system cannot support such a large and comprehensive product category. If you cannot find the corresponding product in Xiaohongshu, you can only turn to third-party software to purchase it.

(3) Also based on the above two reasons, after reading the celebrity notes on Xiaohongshu, users are immediately in a very impulsive and excited state. If a product link can be provided at this time, users will place an order to purchase it immediately.

From the perspective of user experience, such a user path will improve user satisfaction and give them a great sense of satisfaction after shopping. However, at this critical juncture, Xiaohongshu failed to provide a shopping path in a timely manner, causing the user's excitement to drop sharply at this time. This has also led to users' impression of Xiaohongshu remaining at the level of promoting products, forming a vicious cycle.

(2) Shopping paths of Douyin users

Let’s take a look at the user shopping path of Douyin’s product showcase. For bloggers on Douyin, the key to their ability to obtain Douyin traffic is the strong verticality of the video content of their account. For Douyin users, if they follow a Douyin blogger, they will continue to receive information about this type of information that interests them.

When users browse the videos of this video blogger, they will be attracted by the products that appear in the video content and then develop a desire to buy. This desire to buy is accumulated over a long period of time. For example, if a user who loves traveling follows a travel blogger, he will be attracted by the travel items in the travel blogger's videos and then go to the blogger's product showcase to make a purchase. And this travel blogger will continue to recommend travel products. Throughout the entire shopping path, there is no interruption from the generation of demand to purchase.

Unlike Xiaohongshu, no one searches for products on Douyin just because they have a need. Instead, they generate needs and desire to buy while watching videos for entertainment, and then place orders in the blogger’s product showcase, completing the entire experience loop.

(3) Mogujie user shopping path

The shopping path of Mogujie users is similar to that of traditional e-commerce, but slightly different. Because Mogujie is essentially a shopping guide product, we basically have a purchasing desire first, and then go to Mogujie to look for products.

The shopping experience we get is different in that after opening Mogujie to search for products, what is shown to us is not the pictures and details of the products, but a host explaining the product to us. This is equivalent to us having a demand first and then being introduced to the product by the anchor. At this time, the main factor affecting users' orders lies in the anchor's sales ability.

In general, Mogujie has done a relatively smooth job in closing the user shopping path, and there are no problems with the experience. But in fact, this part is very similar to the live broadcast room of Taobao stores, and the display of categories is more feminine, so female users account for more than 90%.

It is worth noting that Mogujie’s evaluation section allows users to post buyer shows and looks on their personal homepages. Users who frequently post buyer shows and looks may become platform experts. This point is very worthy of reference for Xiaohongshu. It will be analyzed in detail later in the article and will not be discussed here.

3. Conclusion

(1) Closed loop of user shopping path

By analyzing the user shopping paths of the three products, we can conclude that if we want to achieve a closed loop of product business, we must pay attention to the closed loop of user shopping paths.

From the above analysis, we can conclude that if Xiaohongshu wants to close the loop of user shopping paths, it needs to do the following:

(1) Break the inherent perception of users that Xiaohongshu is a grass-roots software. Tell users that Xiaohongshu is not only a place to buy things, but also a place for shopping.

(2) Attract third-party merchants to join and expand the product categories of Xiaohongshu. (Xiaohongshu is doing it)

(3) The platform supports more merchants to promote content and conduct reviews on the platform’s own products. Increasing the probability that users can complete the closed-loop path of "seeing the video - planting grass - Xiaohongshu purchase - spreading within the community" after using Xiaohongshu, and increasing the probability that users on the site can complete the closed-loop path, will help break the user's inherent perception that Xiaohongshu only plants grass but does not pull grass, while also improving the conversion rate on the site.

(2) Social e-commerce’s reconstruction of “people”

Social e-commerce reaches more users through fission-like communication between people, and user buyers are also promoters. Among the three products we analyzed, namely Douyin, Xiaohongshu and Mogujie, most of the buyers and promoters are internet celebrities KO L or KOC. Among them, the sharing of Douyin and Xiaohongshu is mainly dominated by video bloggers and Xiaohongshu experts. Those who receive push notifications and high traffic on the homepage mostly appear in front of other users as KOLs.

As a consumer, after we purchase products on Douyin and Xiaohongshu, we rarely post videos on Douyin to tell how I felt after buying the products in the Douyin store window, or post on Xiaohongshu about my experience after purchasing products from Xiaohongshu.

Therefore, for the general public, if we buy good products on Douyin or Xiaohongshu, we will at most share them with our relatives and friends.

From the perspective of the reconstruction of people by social e-commerce, we are both buyers and promoters. As promoters, we do not have much sense of participation on the Xiaohongshu and Douyin platforms. On Mogujie, we can post buyer shows and looks to give feedback on our experience after buying products on Mogujie. The comments we post can also be seen by other users and serve as a reference for their purchases.

Users who frequently post comments become KOCs on this platform because they are good at buying things.

In this process, general users can become consumer opinion leaders of this platform without any careful management.

The establishment of an evaluation system is also an important part of completing the user shopping path and fission propagation.

4. Analysis from the perspective of “goods”

1. Mall category selection

As mentioned above, if you want to complete the closed loop of the user's shopping path, you need to have enough products to support the recommendations of influencers. But Xiaohongshu is, after all, a content-based social networking platform, not a shopping platform like Taobao. Due to various restrictions, it is currently impossible for Xiaohongshu's mall to have all the products. However, based on the characteristics of content-based social e-commerce, applicable categories can be prioritized.

There are different types of social e-commerce, such as group buying, membership, community group buying, content-based social e-commerce, etc. Xiaohongshu is a typical content-based social e-commerce platform, so when selecting products, we can exclude products that have exclusive advantages on other types of social e-commerce platforms. For example, group-buying social e-commerce, represented by Pinduoduo, targets daily necessities and low-priced goods, attracting users with low prices.

For membership-based social e-commerce, products suitable for this category are those with a certain gross profit margin. Typical products suitable for community group buying include daily consumables, fresh fruits and vegetables, etc. As a content-based social e-commerce platform, low-cost daily necessities and high-volume products can be prioritized at the back; daily necessities and fresh fruits and vegetables can be prioritized at the back.

There are many notes in Xiaohongshu, and the notes are often related to evaluation and product experience. The products that can be evaluated and experienced are usually not too cheap, or users will have some requirements for their quality and user experience when selecting, and the user experience of such products can be intuitively presented through pictures and texts. Most of them are cosmetics, clothing, electrical appliances, and digital products. So when attracting third-party merchants to settle in, more support can be given to these products related to popular content.

From the gender ratio of Xiaohongshu users in the previous article, it can be seen that the gender ratio of Xiaohongshu is relatively unbalanced, and there are fewer male users of Xiaohongshu. Xiaohongshu's traffic support can be tilted towards digital or travel content. The welfare agency's self-operated mall currently only has six categories: skin care, cosmetics, personal care, health care, fashion, and home. Digital products will be added accordingly to attract male users.

2. How to reach the goods

Depending on the positioning and focus of each APP, the way in which products are delivered to the platform’s e-commerce monetization is also different.

(1) Tik Tok

The focus of traditional e-commerce displays is on the details page. Now, Douyin uses short videos/live broadcasts to display products in a more three-dimensional and focused manner. This can be said to be the contentization of the products, which can stimulate consumption while gaining consumers' trust to a greater extent.

Douyin's distribution mechanism is based on interest distribution. When a user sees a product advertisement, the product must be closely related to the user's interests. There are two reasons why Douyin's product transaction rate is high: one is the user's trust in the anchor, and the other is that the product caters to the user's interests.

(2) Mogujie

Mogujie’s product access method is similar to traditional e-commerce, where product lists are obtained through search and product details are viewed from the product list. But the difference is that Mogujie’s focus in displaying product details is on live broadcasts and video explanations.

Mogujie also has a content community. Even if users do not have specific needs, they can stimulate their purchasing desire and purchase goods by browsing the content community. But the disadvantage of Mogujie is that most users will not go there to kill time when they are bored.

Because Mogujie's community content is dominated by selling goods, it will not push other more interesting things to provide entertainment for users.

(3) Xiaohongshu

In terms of community content, Xiaohongshu and Douyin are similar. In addition to shopping recommendations, Xiaohongshu also contains a lot of content related to film and television, celebrities, learning, and travel, which can be used by the general public to entertain themselves when they are bored.

The good community atmosphere also provides a traffic foundation for Xiaohongshu's e-commerce monetization. Similarly, Xiaohongshu's advantage lies in its content that attracts users, so it is not advisable to make the e-commerce section too prominent. If the tone of the entire product leans towards e-commerce, it will make people feel that it is a shopping product just like Mogujie.

Douyin’s product reach is based on user interests, while Xiaohongshu’s user reach is based on product recommendation.

4.3 “Goods” access link

The routes that conventional e-commerce products reach basically conform to the forward order of DMSBbC. Douyin Mall can be summarized as a C2C model. Mogujie initially directed traffic to Taobao, and later transformed from a simple "consumer community" to a "comprehensive community e-commerce" providing B2C+C2C services. Xiaohongshu has always insisted on focusing on content, and then launched its own B2C welfare club. Later, it opened up to merchants to form a C2C model. It is currently a B2C+C2C comprehensive content e-commerce platform.

From the analysis of the consumption level of Xiaohongshu users, we can see that Xiaohongshu users are concentrated in first- and second-tier cities and have medium to high consumption levels. They pay more attention to the quality of life, hope to receive personalized services, and hope to find unique life tips on Xiaohongshu. Personalized products can impress them more. In terms of the link from goods reaching users, we can consider developing in the direction of C2M.

Xiaohongshu's users hope to create their own unique lifestyle, with a life style different from other general users, so they are more willing to do something customized. Xiaohongshu can consider cooperating with personalized designers or design studios, with celebrities KOL or KOC taking the lead, and fans forming groups to customize personalized products. From the perspective of the reverse link, combined with Xiaohongshu's unique tone, it can try to make new breakthroughs in C2M.

4. Conclusion

Analyzing the development of Xiaohongshu's e-commerce business from the perspective of goods, we can conclude that:

When selecting goods for the platform's own mall, it is necessary to match the platform's development tone and choose suitable goods. When introducing third-party merchants, the nature of the third-party merchants can be considered to make up for the lack of goods in the platform's own mall and achieve a relative balance in the product categories of the entire platform. If you want to attract more male users, you can adjust according to the products and content that men like, and support more content that men like.

Xiaohongshu is essentially a content-based product and should not be too mall-like. In terms of the way goods are delivered, it can be more inclined to the Douyin approach rather than the Mogujie approach. The first thing presented to users should be high-quality content, so as to ensure the platform's traffic.

When conducting commercial monetization, the user experience should be fully considered, and selling goods should not violate Xiaohongshu’s original intention of “showing people a better lifestyle.” For Xiaohongshu, the monetization of the mall is a means of profit. For users, Xiaohongshu sells goods in order to provide users with a better lifestyle.

Users use Xiaohongshu to find a different lifestyle. Therefore, based on the tone of Xiaohongshu, we can consider innovating in the goods chain, that is, developing a C2M business model.

V. Analysis from the perspective of “field”

1. Build a rational scenario

The market is the link between people and goods. In a sense, the e-commerce platform is the market for goods transactions. The purpose of establishing a field is to better serve people and meet their needs.

(1) Douyin Mall Scenario

A scenario like "seeing a short video, becoming interested in the products in the video, then clicking on the Douyin blogger's showcase link, and finally placing an order to purchase the products" is very reasonable, but the existence of the Douyin Mall is very awkward. It is hard to imagine under what circumstances a user would open Douyin, click on a personal homepage, and then enter the Douyin Mall to choose the products he wants to buy. In such a scenario, most people would choose to open Taobao instead of Douyin Mall.

(2) Mogujie Mall scene

Mogujie is positioned as a shopping guide platform based on live streaming, so its display format also matches its positioning. Although it is a content e-commerce platform for shopping purposes, it does not display products in the form of a product list like Taobao, but instead displays the host's shopping guide videos on both the homepage and the product search page. Therefore, the scene construction of the entire Mogujie product is very reasonable.

(3) Xiaohongshu Mall <br />The problem faced by Xiaohongshu is the same. Xiaohongshu is a content-based product, but its mall part has always been out of touch with the content. It’s hard to find a place where the content of the store and the homepage fits perfectly. This is also the reason why people have formed the stereotype that "Xiaohongshu is a grass-planting APP." Therefore, this scenario also needs to be optimized to find a way to connect the content of Xiaohongshu with the mall.

If you attach a link to the relevant product under the note recommended by the celebrity, people will naturally click on the link to make the purchase. This scenario is similar to the product showcase on Douyin, and is a relatively reasonable scenario.

But if Xiaohongshu is a product that "provides a better lifestyle and marks a better life", for what purpose would people open Xiaohongshu and click into the mall? You must give a reason to enter the Xiaohongshu Mall, and that can be that you can find products that satisfy your wonderful lifestyle in the Xiaohongshu Mall.

From this logic, it can be deduced that the display method of Xiaohongshu Mall should not be a product list, but a list of recommended notes for related products. Just like Mogujie, based on Mogujie's live broadcast tone, the products displayed on Mogujie's homepage and the products displayed after search are all presented in the form of anchor commentary rather than in the form of a product list.

2. Xiaohongshu rationalizes the direction of scene optimization

The previous part talked about how Xiaohongshu should construct a rationalized scenario. This part discusses how to construct a rationalized scenario.

The first thing we need to do is to combine the mall section with the content and make it rational; the second is to establish a user evaluation system as mentioned in this article in the closed loop of the user shopping path.

(1) Mall Optimization

In the above article, we talked about the purpose for which users would click on the mall section of Xiaohongshu. Before answering this question, we can first think about the purpose for which users would open Xiaohongshu.

The purpose of users opening Xiaohongshu is to mark their own lives, or to look for notes from experts and find a better lifestyle. Then the purpose of users opening the mall is to obtain better things through the mall to meet our needs and thus obtain a better lifestyle.

So according to this logic, the homepage display of the mall should not be a product list like Taobao, but should be a recommendation note about the products. The recommendations displayed on this page should not be reviews or experiences similar to those on the homepage, but real evaluations and recommendations from KOCs on the product.

Similarly, the search page of the mall should also display recommendations for related products, rather than displaying a list page of products like Taobao and JD.com. When we search for the keyword "Post-it Notes", the search section will directly show us the related products we searched for.

But when we click on all, we will find that they are expert notes that are consistent with the platform content. Users click on the mall page to search with the purpose of purchasing goods. The platform aims to facilitate transactions as quickly as possible, so "goods" have a higher priority.

However, if the “All” page is displayed, users will often be attracted by the content of the notes, which will reduce the transaction rate of the products. If the "All" page is displayed, it will be more in line with the overall tone of Xiaohongshu.

However, if a product wants to display recommendations about the product, not every product will have relevant influencers recommending it. Therefore, the merchant needs to promote the product himself, which undoubtedly increases the difficulty of operation for the merchant. At this time, the establishment of a product evaluation system plays a key role.

(1) Optimization of the evaluation system

We can refer to Mogujie’s user review system and guide purchasing users to add product recommendations and reviews. After users purchase a product, the comments they post can be directly generated into personal recommendation notes and posted to the homepage.

The more users who buy on the Xiaohongshu platform, the more comments and notes they post, and the more users who buy frequently, they will naturally become the KOCs of the Xiaohongshu platform, without the need for users to specifically operate their own accounts. This also reduces the difficulty of becoming a celebrity on the Xiaohongshu platform. As long as users buy more and leave more reviews on the Xiaohongshu platform, they can be welcomed and become a KOC.

Of course, merchants can also ask celebrities on the platform to promote their brands, which also increases the income of celebrities on the Xiaohongshu platform. They can get commissions by selling goods on Douyin, get rewards for live streaming, and get relevant commission rewards in the anchor buyer store of the Mogujie platform. However, posting videos on Xiaohongshu can only increase fans, and many of them are eventually diverted to other platforms.

Encourage creators to promote products within the platform, earn revenue, and better retain high-quality content creators.

Once you have the product recommendation notes, you can set the high-quality product recommendation notes to the product homepage and product search page, and the user shopping path is also closed.

VI. Conclusion

This article analyzes Xiaohongshu, Mogujie, and Douyin from the three perspectives of "people, goods, and places", and explores the optimization direction of Xiaohongshu from the aspects of user path closure, mall product selection, goods access method chain, and scene rationalization. The following conclusions were drawn:

1. It is urgent to break the user stereotype that Xiaohongshu is a grass-planting software.
2. Attract third-party merchants to settle in and expand the product categories of Xiaohongshu.
3. Support more recommendations for platform products and self-operated products, and improve the rating system.
4. When selecting goods for self-operated shopping malls, they must be in line with the development direction of the platform.
5. You can try to innovate and expand the C2M model.
6. The display of the “Mall” page has been optimized to match the product tone of Xiaohongshu that showcases a better life.

Author: Seventeen

Source: Seventeen