How buyers reflect value
The typical way to develop a Xiaohongshu buyer is to run an account through daily notes and accumulate fans; then reach users through live broadcast product selection, and complete transaction conversion in the live broadcast room. Buying is a “new career” for some creators on Xiaohongshu. The core value of Xiaohongshu Buyer is to build a real usage scenario through rich personal experience and realize the connection between users' specific segmented needs and corresponding products. In addition to pure buyers, the creators of Xiaohongshu’s handmade e-commerce business also include: brand managers who have their own products, supply chains, and are willing to polish their products; and those who transplant their expertise and services online brand store clerk. There is no clear distinction between the three, and they can also be converted into each other.The benchmark case launched by the platform is Guangzhou entrepreneurial women's clothing manager @张小 Mou, who has the identity of both buyer and manager. Zhang Xiaomou became the author of Xiaohongshu in 2021. He updated "Challenge to update pear-shaped body styles every day for 30 days" in Xiaohongshu, and accumulated accurate users. In July 2022, Zhang Xiaomou registered TG Number List his own Xiaohongshu store and started live streaming with goods at the beginning of this year. Now, 60% of Zhang Xiaomou’s brand sales come from Xiaohongshu. Compared with offline shopping stores, Xiaohongshu’s handmade e-commerce stores have lower threshold requirements for buyers and have greater space and possibilities. Offline shopping stores can also enter Xiaohongshu to purchase handmade e-commerce.
https://lh7-us.googleusercontent.com/ws-oFF1n4H2FEaFaW7M2PMdY-pNGA3Pw98_XyTaJFL9cdYBVEBXSRottucORhJhLecu1OLbsPMidaTHa6P-hkJfWcMvv2UT_VB8eg2LOhT4lyhayplzgLzaNsVKXS1EhfFQ2kZlI4_af6Cs9mEFgDxI
E-commerce is another monetization channel for Xiaohongshu besides commercialization. Commercial service targets mainly big brands, and commercialization is also the main source of monetization for Xiaohongshu. According to Xiaohongshu, e-commerce can find a way to survive for small and medium-sized merchants on the platform, and provides another monetization idea for small and medium-sized bloggers. "Buying Handmade" has helped Xiaohongshu e-commerce point out a relatively suitable path. But this does not mean that the problems that existed before Xiaohongshu e-commerce such as imperfect infrastructure no longer exist, and the infrastructure still needs to continue to be optimized. The governance problems encountered in the commercialization of communities may still be encountered in the field of e-commerce. This is the eternal proposition of community platforms.
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