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Background：

小红书怎么火起来的

营销：明星网红，赞助节目

Unique features

推送算法-猜你喜欢

小红书 会根据用户的选择做机器算法推荐，推送用户感兴趣的内容。

优点：

· Business model and value network

· DICEE:Deep--涉及不同的领域，穿搭 旅游 烹饪 彩妆

Indulging--

Complete--除了分享之外，可以在小红书直接找到商品链接，直接下单。。

Elegant--with concise red and white colors, easy to use...

Emotive--more and more people are willing to share their daily life in the Xiaohongshu community

· Shifting basis of competition：纯展示-卖东西；文字图片-短视频

Competitor:

没有一个一模一样模式的竞争对手，只有类似相近模式的比如Pinterest，网易考拉，堆糖，蘑菇街，淘宝，京东，马蜂窝

Disadvantage

· “Shanzhai ji” copycat business ：假货充斥

· Reality of the posts and losing trust from people

Ex: events sponsored xiaohongshu

· 刚开始分享经历，后来逐渐被商业化

· 更多的只是去小红书上面看商品评价 用户体验 而不会去购买

Recommendation：

1.如何提高信任度：测评产品；打击虚假营销（从而增加购买比率 - 保证质量的前提下降低价格）

2.保证供应商品质，最好找当地直销商确保商品真实性

3.develop partnership with taobao

4.小红书里可以创建自己的wish list，建议可以tag自己的wish list，用户可以通过搜索关键词搜索到high-quality wish lists，就像在music app里面可以搜索到用户喜欢的playlist一样

5.通过社群里的高质量用户，建立一些团购、定制的购买服务

6.可以将意见领袖和精英用户（key opinion leader），变成商城里的导购和品牌专员，由他们主持一些商城的活动，甚至参与策略的制定， build partnership with customers

https://www.youtube.com/watch?v=OJtG_DKZjTc

What makes xiaohongshu so special for market?

1. Young,high-purchasing power demographic

2. Thriving online community

3. Extensive word of mouse marketing

4. Direct link to an e-commerce store: closing the loop

https://www.dragonsocial.net/blog/xiaohongshu-marketing-for-business/

The Innovation Process: Developing New Products and Services (MET AD741 C1)

Team 5

Final Paper

Professor: Barry Unger

1750-2500

Abstract : summary of the paper (100 words)

Xiaohongshu(Little Red Book) is a well-known sharing and shopping application in China with over 200 million registered users. The purpose of this article is to analyze how Xiaohongshu succeed in four years becoming a unicorn enterprise with 3 billion dollars from series D funding round. We analyzed Xiaohongshu from perspects such as business model, competition basis, competitors and partnership to offer an insight of the company. In addition, we came up with several recommendations towards its current problems in order to achieve its sustainable development in the future.

Overview: Introduction /Reaction (蒋)

Background 发展历程，现在的规模...（吕）

Xiaohongshu( translated in Little Red Book, or The Red) was established in June 2013 as a sharing platform for people to share their shopping experience, especially foreign products. Because at that time, Chinese consumers, especially young women, were very interested in foreign fashion goods such as luxury bags, brand-name cosmetics and perfumes, but did not have enough information and access to buy these products. Xiaohongshu noticed that gap. Therefore, they targeted young women and established a platform for them to share and discuss foreign fashion goods they bought or wanted to buy. When they found out that many users would like to buy those stuff shared by others directly from the Xiaohongshu, they don’t hesitate to transfer to an e-commerce platform at 2015. And then Xiaohongshu developed rapidly. It invited one of China's most influential female star, Fan Bingbing, to share her skin care products and clothing on the platform. This marketing had attracted a large number of users. Xiaohongshu had more than 100 million users and got $3 billion from series D funding in May 2018. Major investors include Alibaba, Tencent and other Chinese first-tier e-commerce and high-tech companies. By January 2019, they have over 200 million registered users.

Analysis (30-35%) 600-800

-Business model（吕）

As an e-commerce platform transformed from online sharing community, it provides users a places to communicate and buy products. Users can write some notes to share what they recently bought, what they really like and read notes wrote by others. Many people choose to buy what other users recommended after reading their sharing notes. They believe that the user's real recommendation is more credible than the manufacturer's official advertisement. Xiaohongshu thus get the chance to earn money. The Red also have membership system. Users can pay 20 yuan per month to be “Little Red Card Holder” and Xiaohongshu will give you premium service such as free shipping, extra discount, less taxes… If you buy a member for a year at one time, you will get an extra discount on membership fee. Besides, for those merchants who joined Xiaohongshu, Xiaohongshu can attract customers for them and promote their products at Xiaohongshu’s online mall,“Fu Li She”. And those companies have to give xiaohongshu 3% to 5% of their sales as transaction fee. So that’s how Xiaohongshu create, deliver, and capture value.

-DICEE ( why xiaohongshu success, Great product )(Josie)

-Taking core competency to develop (Shifting basis of competition)Chauncey

-Competitors（linrui）

Recommendation(30-35%) 600-800 加入conceptual

-Strategic improvement

-act like curator （Chauncey）

-Shan zhai （蒋）

-Partnership (现在with KOL, media, 以后跟taobao合作) (Josie)

-Functional improvement

- user experience

  - The competition center moved to convenience)Reference: