Xiaohongshu product analysis report

With the large-scale use of smart phones, 20 12 started the first year of mobile internet, and users began to migrate from PC to mobile.

20 13 in the rapid development stage of cross-border tourism, tourism shopping is a big pain point, and people are faced with a series of problems such as how to buy high-quality goods and how not to be cheated.

At the same time, with the improvement of people's consumption level, the requirements for commodity quality are getting higher and higher. In 20 13, people began to turn to Haitao, but they didn't know about overseas goods, where to buy them with high cost performance, and how to pay taxes and refund taxes.

At the intersection of these three trends, Xiaohongshu was established in Shanghai from June 2065438 to June 2003 to meet the needs of users for cross-border shopping.

1.2, product development process

Since the launch of 20 13 and 10 in June, it mainly aims at overseas shopping strategies and provides users with knowledge and content sharing related to overseas shopping at that time. The main product form is PGC, and the platform produces professional content to attract users to join.

The version of 1.0 was launched on February 20 13. Users can exchange and share their shopping experiences, and a user exchange community is established with UGC module as the core product form. A series of subsequent version updates focus on the theme of user communication, constantly enriching and improving social functions.

On August 20 14, version 2.0 was launched, and the welfare society module was launched, and it was officially involved in e-commerce. Since then, a model of attracting users with community content and commercializing community content with e-commerce has been established.

Version 3.4 was launched on July 20 15. Related product recommendations are added to the notes, and a channel between community content and the mall is established to meet the needs of users to purchase at any time during browsing, and the business closed loop of searching, browsing and purchasing is completed.

In the subsequent development process, the community+e-commerce model has been deepened. Constantly improve the function in the community and improve the quality of users' creation. Community notes have achieved full category coverage, with more and more diversified contents, effectively promoting interactive sharing among users;

In terms of e-commerce, through self-operated overseas warehouses and cooperation with big brands, the quality of goods is guaranteed. Through the presence of third-party merchants, e-commerce brands have gradually expanded from overseas to local. At the same time, the increasing categories of goods allow users to see the goods and place orders. Buy.

Continuously improve the user experience from social and e-commerce. At present, as of 20 18 and 10, the number of users of Xiaohongshu has exceeded1500,000, and the community generates billions of notes every day, becoming a sharing platform for young lifestyles.

1.3, product slogan

With the development of time, the slogan of Little Red Book is constantly changing. From 20 14 to 20 15 to 20 16, it has finally become "marking my life". From the evolutionary history of slogan, we can also see the gradual change of its positioning, from Haitao Raiders to cross-border e-commerce, and then gradually transition to the mode of community+content+e-commerce, becoming a life sharing platform.

2. 1, market boundary

Xiaohongshu launched the welfare society module from 20 14. When the content is commercialized, it is aimed at the cross-border shopping market. At that time, it was in the stage of rapid development of cross-border tourism, and the number of people studying abroad and returning home was increasing, which brought high-quality overseas goods to domestic residents, and also passed on overseas consumption habits to people around them, stimulating domestic cross-border consumption demand.

At the same time, through the establishment of self-operated bonded warehouses and overseas warehouses, we have reached strategic cooperation with Australian health care products brands Blackmores, Swisse, Japanese drugstores group Qilintang, Panasonic, Casio and other brands to ensure that users can buy genuine products and solve their concerns about product quality.

With the gradual disappearance of Haitao dividend, the cost of obtaining traffic for e-commerce platforms is rising, and the cross-border e-commerce pattern is basically stable, so it is necessary to find new growth points. At this time, due to the UGC community built by Xiaohongshu in the early days, a lot of high-quality content and discussions were precipitated by strengthening community operations, which enabled Xiaohongshu to successfully take community content as a new growth point and transform it into an e-commerce shopping sharing community+shopping platform.

With the opening of the third-party merchants in Xiaohongshu, the community content is more diversified, and the social traffic is gradually diverted to the mall, realizing the social+e-commerce model and forming a virtuous circle of browsing and purchasing in the community.

Now the main product form of Xiaohongshu is social e-commerce, which uses UGC content to guide the consumption scene of social traffic. At the same time, intelligent content distribution is realized through big data and machine learning, and the conversion rate is improved through personalized recommendation.

2.2, the overall market data performance

As can be seen from the above data:

(1) From 20 12, online shopping in China began to develop to the mobile side, and the transaction scale of the mobile shopping market increased year by year. On the whole, it has entered a stage of steady growth, and the cross-border e-commerce market is in a stage of rapid growth, and the market scale is constantly expanding, but Xiaohongshu only accounts for 12.3% of the market share. In general, e-commerce opportunities are still great.

(2) Since 20 15, the growth rate of cross-border e-commerce market began to decline. At the same time, Xiaohongshu's penetration rate in the field of active users of mobile shopping apps only accounts for 3.5%, and from the cost calculation of Alibaba's individual active users, the online customer acquisition cost is getting higher and higher, and it is inevitable to find new growth points.

As can be seen from the above data, young people have risen and become the main group of online shopping, while young people prefer entertainment, content and social applications, especially in the favorite mobile shopping applications after 1995, Little Red Book occupies 33% market share.

Therefore, with the rise of young consumer groups, content has increasingly become an effective means to improve the conversion rate of e-commerce. Therefore, we should pay more attention to the pain points of young users' needs, pay attention to the development of content direction, maintain a good community atmosphere, constantly improve community functions, provide better services for outstanding creators, ensure the production of high-quality content, and improve user activity; At the same time, pay attention to the consumption habits of young users, improve the recommendation function, and adopt reasonable means to achieve accurate social traffic introduction of goods and improve the conversion rate of e-commerce without damaging the user experience.

3. 1, target user

For young, fashionable and quality-of-life users, we hope that they can share their life experiences such as shopping and traveling on the platform, and at the same time, we can browse notes, find goods and complete the purchase of goods in the mall.

3.2. User Portrait

From the perspective of gender, the main users are women, accounting for 13.99% of men, which is related to the early positioning of Xiaohongshu. Since the establishment of the community, even the main users of Haitao Raiders are women. For shopping, fashion, beauty and other topics, girls are more interested and willing to share these contents, which is more likely to form a communication effect.

However, as it develops into a life sharing platform for young people, the proportion of male users should increase and the user ecology should be improved. For example, you can use the huge female user group of the platform to initiate topics such as how to understand the opposite sex and how to express yourself when dating to attract male users to join. At the same time, gender dimension is added to the recommendation algorithm to recommend more sports and fitness topics for male users and improve user activity.

In terms of age, the main users of the product are distributed in the age stage of 18-35. At the age of 24-35, most users are white-collar workers, civil servants, or have their own stable jobs, with good income, pursuit of quality of life and strong purchasing power. 18-23 years old, multi-dimensional college students or overseas students, have a better understanding of shopping, fashion and overseas goods, and are more willing to share.

Regionally, the top three regions are Guangdong, Shanghai and Beijing, and other major regions are located in first-and second-tier cities with relatively developed coastal economies. These cities have high spending power and willingness, and are willing to accept new things. At the same time, urban population density is high, which is easy to produce communication effect. However, if we want to expand the scale of users, Xiaohongshu should be promoted in inland cities and third-and fourth-tier cities to attract more users.

On the whole, the main users of Little Red Books are young women living in big cities. Their income is stable, they like to pursue fashion, they demand higher quality of goods and pay attention to brands.

3.3. User usage scenarios

User type 1: Alisa, female, 20 years old, studying abroad, likes online shopping at ordinary times, and brushes little red books aimlessly in her spare time to see the current fashion trends, find good goods by the way and share some daily life abroad.

User Type 2: Belle, female, 28 years old, white-collar worker from a foreign company in Shanghai, living with petty bourgeoisie and pursuing quality. She is usually busy with work. She will be attracted by the news pushed by the App, enter the browsing page, meet something she likes, and buy impulsively. If there is a demand in a certain direction, but she doesn't know what to buy and where to buy it, she will browse the corresponding categories or search related topics in the "discovery" module of Xiaohongshu.

User type 3: Daisy, female, 25 years old, working in Hangzhou, white-collar. I like reading notes recommended by other bloggers in Little Red Book in my spare time. Take notes, learn make-up, cook a healthy and nutritious lunch, consult the strategy of traveling to Southeast Asia and so on.

User Type 4: Peggy, female, 35 years old. Elite women in the workplace have higher incomes and have no worries about food and clothing. Relatively speaking, I don't care much about the selected notes and points. I will collect high-end shopping notes. When I have time, I will find a friend to buy it or buy it myself. I don't have time to compare prices because of poor price sensitivity, and there will be a high repurchase rate in high-frequency daily necessities.

4. 1, functional framework brain map

4.2. User Use Path

(1) The release notes are as follows:

(2) browse notes, browse goods, and buy:

4.3, core function analysis

Up to now, Xiaohongshu has formed a two-wheel drive pattern of community content+e-commerce. It enriches the community through the content created by users, improves the user's stickiness and retention rate through sharing and interaction within the community, and then realizes the closed-loop business of "buy as you want" by continuously enriching product categories and improving the purchase process and membership mechanism. At this point, we can find that Xiaohongshu has three core functions, namely, publishing notes, browsing interaction and e-commerce shopping, and then analyze them one by one.

4.3. 1 Release Notes

Publishing notes can be said to be the first step for Xiaohongshu to build a UGC community, and it is the source of all content. Its main purpose is to meet the needs of users to record their living conditions and share their experiences, so that users can gain a sense of identity and cultivate their influence, and at the same time satisfy the vanity and show off psychology of some users. Secondly, you can earn some income by publishing product recommendations and advertisements.

(1) Function Highlights:

The icon of the function entrance is a plus sign with a red background, which not only attracts users' attention, but also conforms to users' usage habits. When you see it, you will understand that this is a publishing function. Secondly, it is placed in the middle of the bottom tab bar, which is convenient for users to find it at any time, and it is convenient for users to find it immediately when they want to publish notes.

Secondly, the use process is very simple, with only three steps: selection, editing and text publishing, which greatly shortens the process, so that users don't have to think too much and satisfy the psychology of publishing at the first time; At the same time, it provides rich functions to make personalized content, such as beauty, filter, adjustment and other beautification functions, to help users better display content, as well as labels and stickers, and to provide supplementary instructions to describe users' mood.

(2) What can be improved:

When choosing a photo, if it is a photo taken by a non-camera, when sharing notes, you will only see the red box in the picture, but not all of it. So you have to provide the function of seeing the whole photo. If not, you should give a prompt to let users know this.

When adding labels, there are only historical labels and recommended place labels. In order to facilitate user editing, you can add some other types of tags, such as hot topics, goods and users. At the same time, intelligent algorithms can also be used to identify the content of pictures and recommend some related types of labels.

In the final topic setting, most of the topics that appear are the default recommendations of some software, which may have nothing to do with the content published by users, and can be set as topics related to the previously set picture labels, which is convenient for users to choose.

In the final release page, it is suggested to add a preview function, which is convenient for users to check the overall effect and decide whether to edit it again. You can change the publishing to preview and put the publishing function at the bottom of the page. Change the page as follows:

4.3.2, browsing interaction

Xiaohongshu started as a UGC community, and content notes are the core pillar of its development so far. On the one hand, connecting users plays a role in attracting new users, retaining old users and improving user activity. On the other hand, it is connected to the mall, and it is drained to the mall through the commodity recommendation in the notes to complete the purchase and realize the closed loop of the business model. So the browsing experience of notes is very important.

In the little red book, the main demand scenarios for browsing notes are as follows:

First, ramble aimlessly, mainly to see what is the latest popular trend and what is interesting. At the same time, read more things that have never been touched in life, increase your knowledge and satisfy the curiosity of users;

Second, I am very interested in a certain field, and I browse relevant materials every day to learn some little knowledge and enrich my knowledge base;

Third, there is a clear purpose, either to buy a certain commodity or to travel and read the experience shared by others in the little red book;

Finally, in browsing, when there is great interest in the content of a note, the interactive function can meet the needs of users to express their ideas, ask questions and communicate in depth by praising and paying attention to private users.

(2) Function highlights:

Entering the App is entering the discovery page of the home page. Notes are presented in the form of information flow, with only titles and pictures or videos, which not only allows users to know what the content theme is at first sight, but also allows users to have an immersive experience when browsing.

For those users who have a clear purpose, on the one hand, they can directly get what they want to see through top search and channels; On the other hand, because the information flow recommendation of notes adopts intelligent algorithm, the displayed content is related to previous browsing information, likes and comments, and searches, so they can recommend the content that users are interested in and attract users to continue browsing.

For users who have no clear purpose, the browsing paths are more diverse, on the one hand, new content can be discovered in discovery; On the other hand, you can enter the concerned and nearby pages, which is convenient for users to explore new content based on the users and locations that have been concerned.

In browsing, the tag function is a major feature, which can not only show personality, mark life, but also relate topics and enhance social attributes. In addition, you can add picture information to make browsing more natural.

But it also has disadvantages, because it can add any number of tags, and if it is added excessively, it will affect the user's browsing experience.

As for interaction, we subdivide ourselves and other users in two dimensions. First of all, in browsing notes, we can like and comment on other users' notes, collect and share them. Second, you can see your likes, comments, concerns and likes on the message page, and you can also manage private messages with other users.

For the sharing function, you can share notes, users and yourself, so that users can share everything they feel good and improve their social attributes. At the same time, it is considered that other users may not be willing to click on the link, and there is no little red book installed in the opening. We can also generate a sharing map for our notes. Looking at the map, we can browse all the contents directly, giving users a new sharing form, which is convenient for users to check and attract new users to join.

(2) improvement points

The channels on the home page are fixed, and some of them may not be their own areas of interest. When a user logs in for the first time, after selecting an interested user, you can add an interest field label and display it in the label column of the home page in the order selected by the user, or let the user adjust the position by himself, so that the related interest field can be put in front and the user experience can be improved without too much sliding.

Secondly, on the home page, if you browse too deeply, it's too much trouble to change the channel or go back to the beginning to see some new content through the drop-down update. It is suggested to add a key next to the search box to return to the top function. The page is as follows:

For some notes, there are many pictures, and the text description is also aimed at each picture, which is inconvenient to browse and can't correspond one by one. You can only look at the words or pictures first and browse slowly. It is suggested that a typesetting method can be provided when publishing notes, so that the picture can be reduced to a picture and enlarged. The page diagram is as follows:

4.3.3. Large shopping centers

This function didn't exist at first. With the development of Xiaohongshu, the number of users has increased to a certain extent, and it has gradually developed into a content-based commercial means. It meets the needs of users who want to buy suitable goods, and completes the closed-loop operation from browsing notes to buying goods. At the same time, when browsing goods, you can also see some users' notes, which can effectively improve the purchase conversion rate.

After the experience of (1), I feel that most of the functions are similar to those of mainstream e-commerce apps. The main feature is the association with community notes, which can realize "browsing and purchasing" and realize accurate diversion. However, the disadvantage is that users will find that most of these products are advertisements, and users who publish notes may not have used products, which will trigger users' rebellious psychology towards such advertisements and affect the user experience of some users.

Secondly, in the product browsing of thematic pages, the presentation of products is the same as notes, which keeps the consistency of user experience. At the same time, indicate which country it comes from in front of the product name, and at the same time, you can see whether it is a self-operated or a third-party merchant below, which enriches the product information and allows users to know more about the product information at the first time, so that users can buy with confidence.

Another special function is the wish list. Positioning is different from shopping cart. More is a kind of spiritual encouragement or comfort. It is very suitable for storing goods that users want to buy but temporarily exceed their spending power. It is a humanized function, which is very in line with people's daily life scenes and can enhance the user experience. At the same time, if the price of the goods put into the wish list is reduced, they will be pushed to users at one time to improve the purchase conversion rate of users.

As we all know, when we sell goods, we will worry about two aspects. One is expensive, and the other is that we will reduce the price if we buy it. Based on the above reasons, Xiaohongshu specially provides the function of buying once and accompanying for 7 days, which makes users feel at ease and effectively improves the purchase conversion rate.

(2) For areas that can be improved, there are the following points:

After shopping, if you want to view the order, it is difficult for new users to find it, because the order entry is hidden deep and located on the "More" tab. It is suggested to move to my page, which is more in line with the user's usage habits. The page diagram is as follows:

For the commodity evaluation area, only Xiao Sweet Potato said this part, the content is mostly the experience of other users after purchase, and a large part is the promotion content, not the real evaluation. Users can't know the real product quality, whether it is genuine or not, and there is no way to assist users in making decisions. It is suggested to add some formal comments about users.

Secondly, you can't click on the relevant notes, you can only view the content in the form of comments. You can't enter the note details page, and you can't see other users' comments on the notes. It is suggested to add the function of clicking to view the contents of the note details page, so that users can see more contents.

5. 1, Red Friday activity

E-commerce shopping is an important means for Xiaohongshu to build a closed-loop business and achieve profitability. Recently, it was the e-commerce activity of "Red Friday". Now analyze the main means of operation.

First of all, for e-commerce shopping activities, the first thing to ensure is enough traffic, so publicity and promotion must be in place to let more people know about this activity.

Therefore, Xiaohongshu not only makes pre-operation recommendations in his own APP, but also promotes related articles on other websites or apps. For example, WeChat official account publishes related articles. At the same time, some businesses promote it in other channels, which can bring more traffic to Xiaohongshu. As can be seen from the Baidu search index during this period, the topic of Red Friday has been rising, which can bring a lot of traffic to Xiaohongshu.

There are several operation methods in Xiaohongshu App:

First, open the App, and a "Red Five" advertising promotion page will appear. After entering the app, you will find that in the search box, activities related topics such as "Everyone is searching for' Red Friday'" and "Official Must Buy List" will be displayed. Secondly, after opening the search page, in the popular search, the first one displays red Friday with a red flame icon in front, which can attract the user's attention at the first time; At the same time, when browsing notes, there will also be some notes about "Red Five", which can realize social communication and introduce it into the mall; Finally, when browsing products, there will be a notice about the latest order, which will make users feel that not only they want this product, but also others and themselves have already bought it, which can effectively improve the user's purchase conversion rate.

There are explosions, limited-time snapping up, official must-buy lists, buying all over the world, buying more and more affordable, full reduction and other activities in the mall activities. But most of them are common means of e-commerce shopping, which is very attractive to users who already want to buy goods, but for some attracted new users, it can't produce strong impulse consumption.

According to the above analysis, the improvement scheme is as follows:

1. Add a star recommendation column on the note discovery page, so that users such as stars or well-known bloggers can recommend products, such as official must-buy list and national pavilion products, etc., so as to enhance the correlation between notes and Red Friday and realize accurate diversion of goods.

2. Because the coupon amount is too small, there are only self-operated ordinary coupons in 20 yuan and exclusive coupons for members in 50 yuan. Instead, you can add points to redeem coupons, or change the full reduction into coupons, because other activities are basically reflected when buying goods, and users are not impressed. Unlike coupons, they are given to users first. After they get them, they will have the impulse to use them. At the same time, they can inform users in time according to their existing coupons, resulting in a sense of urgency.

3. You can increase the activities of sharing the bill, so that users can enjoy certain discounts when purchasing goods after reaching a certain amount of sharing, which can not only improve the publicity scope of the activities, but also encourage users to buy goods.

5.2. Stars settled in Little Red Book

First of all, the stars themselves have traffic. By entering the activity, you can increase the number of users and improve user retention; Secondly, the release of life notes by stars can let fans see the daily life of stars and bring the distance between fans and stars closer. At the same time, stars bring their own elements such as fashion, trend and dress, which can cause topics and effectively enhance user activity. In addition, you can also use the fan effect of stars to promote some goods, which can improve profitability.

Therefore, whether it is possible to promote the scope, such as introducing Weibo V, network celebrity anchors and well-known public companies, can not only increase the number of users through their own traffic, but also enrich topics and content and increase user stickiness.

Xiaohongshu, starting from UGC, completed the business closed loop with cross-border e-commerce, and recently returned to the community to build a life sharing platform, which successfully shaped the two-wheel drive model of community+e-commerce, in which community is its foundation and the focus of the next development.

From the user's point of view, rejuvenation will be the next trend, so we should pay attention to the experience of the younger generation of users and cultivate their consumption habits.

From the perspective of user behavior, there are passive browsing users. For this kind of users, we should add a dimension to the recommendation algorithm and recommend those notes that like to collect more, so that these users can see dry goods everywhere; At the same time, paying attention to content creators and setting up some incentive mechanisms to urge them to output high-quality content can improve the activity of the whole community.

Finally, with the expansion of the scale of platform users, some bad phenomena inevitably appear, such as fake goods storm and excessive commercial promotion, which affect the user experience. Therefore, we can introduce some official flagship stores to solve users' doubts about genuine products, and at the same time, we can add some advertising recognition mechanisms, set some standards, mark advertising comments, and enter the recommendation algorithm as little as possible.

In short, with the rising cost of obtaining customers from e-commerce, Xiaohongshu, a model of using community diversion malls, will rise. As a leader, Xiaohongshu should improve community rules and maintain a good social atmosphere. Although Xiaohongshu has now ranked first in the social App rankings, I still hope to make progress in "Don't forget your initiative mind".