I. Product introduction
Product model: community+e-commerce.
Product slogan: Mark my life.
Product positioning: cross-border e-commerce platform based on life sharing community.
Product description: Young people's lifestyle platform, where you can find a beautiful, real and diverse world and find the life you want.
Product business model: advertising revenue, membership income, offline experience store, third-party brand drawing, self-operated shopping mall.
Second, the product development process
On June 20 13, xiaohongshu was established in Shanghai.
20 13 12 xiaohongshu launches overseas shopping sharing community.
20 14 12 xiaohongshu officially launched the e-commerce platform "Welfare Society", and in the same month xiaohongshu released the first list of global awards.
2065438+March 2005 Xiaohongshu Zhengzhou self-operated bonded warehouse was officially put into operation.
2065438+June 2005, Little Red Book App ranked fourth in the total list of Apple App Stores, with150,000 users.
In the second half of 20 16, xiaohongshu expanded its third-party platforms and brand businesses, and all categories of SKUs grew rapidly.
2065438+May 2007, People's Daily reported that Xiaohongshu became "the world's largest community e-commerce platform" and REDelivery international logistics system was officially launched.
From 2065438 to June 2007, the sales volume of Xiaohongshu's third "66th Anniversary Promotion" exceeded 1 100 million within two hours, ranking first in the shopping download volume of the Fruit AppStore. Little Red Book users exceeded 50 million.
2065438+June 2008, Xiaohongshu completed the D-round financing of more than $300 million, with a valuation of more than $3 billion, and the number of users exceeded 1 billion. In the same month, REDhome, the first offline retail store of Xiaohongshu, opened in Shanghai.
20 18, 10, the number of users of little red books exceeded1500,000.
20 19 1 month xiaohongshu users broke through the 200 million xiaohongshu online brand partner platform that month.
2065438+In March 2009, Xiaohongshu officially launched the brand number function.
From 2065438 to July 2009, the number of users of Little Red Books exceeded 300 million, and the monthly activity exceeded 1 100 million.
In March 2020, the function of Xiaohongshu French fries was opened.
In April 2020, the live broadcast function of Xiaohongshu was fully opened.
In August 2020, the little red book video number was launched.
Three. Portrait of product users
1, gender distribution of users
According to iResearch data, male users of Little Red Book account for 2 1.8 1%, and female users account for 78. 19%. The main users are women, which is related to the fact that women are more keen to share their lives and shop abroad.
2. Age distribution of users
Baidu index shows that the users of Little Red Book are mainly young people aged 20-29, and users aged 30-39 also account for a large proportion. Further research shows that the distribution rate of Xiaohongshu's 20-29-year-old population is much higher than that of users of this age group, which further shows that Xiaohongshu is gentle to this age group. Younger people have lower spending power, while older people have certain purchasing power, but influenced by the times, they have not developed the habit of buying overseas products.
3. Regional distribution of users
Baidu index shows that the crowd of Xiaohongshu is mainly concentrated in the first-and second-tier economically developed areas. People in these areas have strong spending power, relatively high living standards and relatively high acceptance and demand for overseas shopping.
4. Typical user portrait
(1) Zhou Siyu, female, 20 years old, a junior, comes from a superior family, her parents have sufficient living expenses, and she occasionally works part-time. I like make-up, I often brush little red books in my spare time, and I like to watch everyone share them. Online shopping pays attention to the quality and authenticity of goods, and I prefer some make-up brands.
(2) Guo Fei, male, 27 years old, a programmer working hard in a first-tier city, has a girlfriend. Before all kinds of holidays, he would read some hot red numbers and hot cosmetics in the little red book to prevent mistakes in giving gifts to his girlfriend, and he had a strong desire to survive.
(3) Liu Xiaoqian, female, aged 25, is a flight attendant. She likes shopping, sharing her life in little red books, and occasionally evaluating products and giving makeup lessons. She has more than 8,000 fans, often studies editing and taking photos, and is eager to become a beauty blogger.
5, user demand analysis
(1) Users with shopping goals: A clear shopping goal will open the little red book. This kind of people regard Little Red Book as a functional product, and they hope to get the real experience of the target product from Little Red Book, or buy goods directly on this platform.
(2) Users without shopping goals: These users are the main users of Xiaohongshu and the main content consumers. They regard Little Red Book as a content-based community product and open the app in their spare time. They hope to find something they are interested in in the little red book and grow some goods.
(3) Users who share content: Users who produce content largely determine the tonality of the overall community atmosphere of Xiaohongshu, which is an indispensable part. This kind of users use Little Red Book as social community software, and they hope to gain attention and recognition by sharing their shopping experiences and their lives.
Fourth, market analysis.
With the end of the mobile Internet population window period, traditional e-commerce needs new traffic portals, and content platforms also need to expand cash channels. With the entry of e-commerce and content giants and the deep integration of video content and e-commerce, users' acceptance of video content e-commerce is getting higher and higher, and the market has also ushered in a dividend period.
Video content e-commerce transforms a simple "shopping environment" into a "social+shopping environment" by reconstructing the scene elements of people and goods yards; And through a variety of scenarios, it brings consumers an immersive shopping experience and improves the efficiency of supply chain conversion.
1, video content e-commerce development stage
Germination period (20 16-20 17): the bottleneck of e-commerce traffic gave birth to new traffic portal demand, and the video content platform tried to realize e-commerce.
Development period (20 18): the live broadcast sector rose at the strategic low position of major platforms, and the short video platform and e-commerce platform were opened.
Outbreak period (2065 438+09- present): Live broadcast brought goods into a new outlet, giants entered the market by running, e-commerce and video content platforms infiltrated each other, and platform competition began to appear.
2. Video content e-commerce users
As can be seen from the above figure, since 20 16, short video and live broadcast have developed rapidly, becoming a new export of the Internet, and the scale of video content users has continued to grow, indicating that short video and live broadcast e-commerce have great realization potential.
3. Advantages of video content e-commerce
With the rise of the main consumer force in the post-90s and post-00s, the younger generation of Internet users emphasize personalization, fragmentation and sharing experience, pay attention to subjective feelings, and are more likely to receive complex decision-making information. The video content e-commerce platform and more and more accurate recommendation algorithm have improved the matching efficiency between products and consumers, greatly increased the probability of users "planting grass" and improved the decision-making efficiency.
At the same time, video content e-commerce has transformed a simple "shopping environment" into a "social+shopping environment", and at the same time, it has brought consumers an immersive shopping experience with diversified scenes, thus completing the consumer guide.
4. The development trend of video content e-commerce.
In the early days, the forms and carriers of video content e-commerce were relatively simple. With the disappearance of the traditional e-commerce traffic dividend and the further development of the pan-entertainment industry, more and more new media forms have become the incremental channels of e-commerce, and video content e-commerce has begun to present more entertainment content, introducing many innovative elements, new games, new themes, new scenes and new interactive forms.
For the video content e-commerce platform, only the front-end innovative drainage mode is far from it; In order to better support the competition at the flow end, we will continue to tap the core competitiveness of product portfolio and back-end supply chain in the future, and integrate superior resources at the supply end to ensure quality and service quality.
5. Little Red Book video e-commerce analysis
As a community product, Xiaohongshu's community has a unique community atmosphere, and the community attribute can be said to be a moat for Xiaohongshu to stabilize users. In the process of realizing e-commerce, Xiaohongshu is also striving to maintain the balance between the community and e-commerce, and has a strong control over commercialization promotion.
In terms of content layout, Xiaohongshu adapts to the change of internet users' catalytic habits, promotes note video content, and makes content planting more efficient; In the layout of e-commerce, Xiaohongshu encourages merchants/talents to broadcast live in private domain, and improves the realization efficiency of e-commerce without affecting the user experience of public community.
Verb (abbreviation of verb) product functional structure
1, product functional structure
The functional structure of Xiaohongshu is mainly divided into five modules; All five modules can be accessed through the tabs at the bottom;
(1) Home page: it is the default page, and it will enter by default after opening the app.
(2) Mall: it is a common functional module of e-commerce products.
(3) Publish: In the middle of the tab bar, it is convenient for users to generate content.
(4) Message: It is a functional module of social products.
(5) Me: It's a personal homepage and other related content.
2, key function page analysis
(1) Little Red Book guides new users to choose their interests.
When users enter Little Red Book for the first time, they will be guided to choose age, gender and interesting content, and then they will be tagged and managed, so that they can deliver the content more accurately according to their personal preferences.
(2) Home page
The homepage of Little Red Book is divided into "attention", "discovery" and "city", all of which adopt the page layout of information flow. These three parts are the key to attract users who have no clear browsing goals. The content of "discovery" is obtained by recommendation algorithm according to the tags selected by users and browsing habits. The sharing portal in the upper left corner stimulates user activity and retention rate, which increases the number of notes to some extent.
3. Mall page
The mall page of Xiaohongshu enters the interface for the first time, and the exclusive coupons for newcomers will pop up to attract users to browse products and realize transformation. Shopping mall pages mainly include limited time buying, fashion circles, welfare agencies, good things and so on. It can effectively plant grass for users who have no clear shopping goals.
4. Publish the page
There are many ways to take notes on the little red book publishing page, such as live broadcast, making photo albums, taking short videos, taking photos, etc., to meet the different production needs of users.
5. Message page
The message page of Xiaohongshu has likes and collections, new concerns, comments and @ You can also create a chat. The creator of the content can get attention, comments and likes, which satisfies the user's desire for identity and increases the user's stickiness.
6. My Page
My page of Little Red Book includes notes, collections and likes ... At the same time, users who have not published notes will remind you to "publish your first note", encourage users to make content, and increase users' activity and retention rate.
User flow and interaction of intransitive verbs
1, user process
(1) Users without purchase intention.
(2) users who are willing to buy.
2. transactional analysis
(1) interaction
The homepage of Little Red Book is a note browsing of information flow, and users can browse their interested notes at will. After entering the note details page, they can arouse the desire to buy, enter the product details page to place an order to buy or arouse the interest of continuing browsing. In addition, users can also browse commodity information directly through the mall, view relevant comments or place an order for purchase.
(2) Experience
As a community-based product, users can share their own life, experience in using the product, and also browse other people's notes to share. In this way, the activity and retention rate are improved and grass planting is realized. After planting grass, users can pull grass through the note details page or the mall page, and the purchase process is simple. This interactive design of planting grass and pulling grass makes Xiaohongshu reach a closed loop in traffic expansion and traffic realization.
Seven, SWOT analysis
Eight, product optimization suggestions
According to the product analysis, I have the following optimization suggestions for Xiaohongshu:
1. Rectify the forbidden words and titles fed back by users, remind the forbidden words and tell the reasons.
2. For the content that consumes a lot of video traffic, it is suggested to reduce the number of custom playing frames to avoid the situation that the user experience is affected and users are lost.
3. I should add a function of "browsing the history of notes" in my module, because Little Red Book is a lifestyle community product. In the process of browsing notes, it is often difficult to find them again because of the lack of timely attention and collection.
4. It is suggested that the live broadcast function be marked separately and placed near the city. As the form of live video becomes more and more popular, people's acceptance of live video is getting higher and higher, and live video has become a mainstream form of commercial realization.
Nine. abstract
Xiaohongshu started from the early shopping strategy platform, and later developed cross-border e-commerce services and became a community e-commerce platform. Information sharing of skin care, study, food, sports and photography ... has appeared in the community section of Xiaohongshu, touching all aspects of consumption experience and lifestyle. The future development direction of Xiaohongshu is to become the entrance to the mass lifestyle.
But at the same time, the main user portraits in the early stage were young women aged 20-30. How to turn the online "boudoir circle" into a "friend circle" of the public and attract more user traffic is the point that Xiaohongshu needs to focus on in the future development.