300 million registered users, 77% female users, 56% first-and second-tier city users, and 72% post-90 s users.
Users come to Xiaohongshu just to grow grass or be planted with grass! This is my little red book background data: I am not in the field of beauty, and women account for 83%.
There are more women playing little red books than men, much less than in Zhihu. The men who can go to the little red book are emmm, fitness experts and stick lemons everywhere. Women, there are quite a few mothers, because there are more people looking for something, such as diapers and dining chairs. Young girls just look at cosmetic evaluation and so on.
But I have to say that the relationship between mother-in-law and daughter-in-law is short-lived, and only women, whether married or unmarried, are very enthusiastic. Hahaha, I posted a boring post before, and it wasn't that kind of spit. I feel that everyone is boiling, just like a cynic. It's terrible.
Xiaohongshu was established in Shanghai on June 6, 20 13. It is a lifestyle platform and the entrance of consumption decision.
On 20 13 and 12, Xiaohongshu launched an overseas shopping sharing community, where users focus on sharing overseas shopping experiences. Later, in addition to beauty and personal care, information sharing about sports, travel, home, travel, hotels and restaurants appeared in Little Red Book, touching all aspects of consumption experience and lifestyle. The community has become a barrier to the little red book, which is also other platforms.
On June 5438+00, Xiaohongshu launched an e-commerce platform welfare agency to solve another problem of overseas shopping: it can't be bought. Based on the accumulated overseas shopping data, Xiaohongshu analyzes the most popular goods and global shopping trends, and on this basis, provides the world's good things to users in the shortest path and the most concise way. Upgrade from the community to e-commerce and complete the business closed loop.
The uniqueness of Xiaohongshu e-commerce lies in:
First, word-of-mouth marketing. There is no better way to improve the conversion rate than the word-of-mouth of real users, just as users will definitely read other users' comments before buying things on Taobao. Xiaohongshu has a real user word-of-mouth sharing community, and the whole community is a huge user word-of-mouth database.
Second, product selection under structured data. The community of Xiaohongshu has accumulated a lot of consumer reputation, just as millions of users have discovered and shared the beautiful things in the world on this platform. In addition, users' browsing, liking and collecting will generate a lot of underlying data. Through these data, Xiaohongshu can accurately analyze the needs of users and ensure that the purchased goods are highly respected by users.
Since Xiaohongshu started the e-commerce model for five months, its sales have exceeded 200 million yuan. As of May 20 17, the revenue of Xiaohongshu was close to 10 billion.