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Mogu street is A fashion sharing platform, introducing and selling fashionable goods to their audiences. The shopping guide of Mogu Street's goods sharing has a strong purpose, and merchants have the intention to sell goods. The Xiaohongshu focuses on improving the quality of user content sharing, which is higher than Mogu street in user engagement and content quality.

JD is A professional online shopping platform which mainly focus on electronic devices and high-tech products, also improve a platform to share and exchange review. But JD's multi-model is equivalent to a large supermarket, where the product channels are guaranteed and unified management services. In contrast, the number of goods types of Xiaohongshu is not complete compared to JD.

KAOLA is One of the biggest cross- border e-commerce platform, whose goal is that similar to Xiaohongshu sell high quality oversea products and share review, including many categories, such as cosmetics and electronic devices. Koala's self-operated model products are directly sourced from the origin, and this model is better able to control quality. Compared with Xiaohongshu, the price of the goods is higher, but the quality is guaranteed.

Taobao is One of the biggest online shopping website in China, covering millions of products.

Most of the goods are not self-operated on Taobao, users will focus on a specific item evaluation, while Xiaohongshu focuses on the life styles and sharing, Taobao pays attention to consumption. Some users will refer to the sharing on Xiaohongshu, and finally buy the goods in Taobao. Because Taobao has thousand choices for one item.

Act like curators: test popular products by professional users before promotion to earn customers’ trust and loyalty.

Reduce “Shan zhai” products：Get products directly from the brands instead of local dealers; improve the reality of posts and comments.

Cooperate with larger and more well-known e-commerce platforms such as Taobao, inserting direct link of Xiaohongshu’s sharing notes into the product page of Taobao.