Shulou(Shulou.com)11/24 Report--

Recently, the hot topic in the e-commerce ecosystem is "Little Red Book buyers". In view of the fact that the number of e-commerce buyers of Little Red Book has increased by 27 times over the past year, and the number of mobile merchants and purchasing users has increased by 10 times, Little Red Book proposes that it will invest hundreds of billions of traffic and special plans to support the positive growth of buyers and merchants.

On August 24, Xiao Hongshu held a link e-commerce partner week "buyer's time has come" theme talks in Shanghai. This is also the first time for Little Red Book e-commerce to speak out to the outside world as a whole.

During the meeting, Xiao Hongshu COO Conan delivered a keynote speech on "achieving an individual era of e-commerce". She said that individuals such as buyers and managers of Little Red Books have become key roles in Little Red Books e-commerce. They have professional knowledge and the ability to deeply understand the needs of users, can better convey the value of goods, establish a relationship of trust with users, and continue to provide services for users. They are the connectors between goods and users, and many users buy the first order in Little Red Book through these individuals.

For more than a year, Xiao Hongshu has integrated e-commerce into the community, opening up the whole link for users to read notes and live broadcasts to place orders and purchases, thus realizing the organic integration of the community and e-commerce. In the past year and a half, the number of buyers and managers of Little Red Book e-commerce has increased 27 times, the number of mobile merchants has increased 10 times, and the number of purchasing users has increased 12 times.

Conan said that Little Red Book e-commerce will continue to invest, and more small Red Book buyers, managers, merchants and brands will be invited to join in the future to build a more prosperous e-commerce ecology.

In addition, Yinshi, the director of Little Red Book Live, and McQueen, the head of e-commerce merchants, shared the buyer growth support plan and the merchant management methodology. They said that they will invest 50 billion in traffic to support the growth of more small red book buyers, while investing 50 billion in traffic to support merchants and help them better operate in small red books.

The individual is the most dynamic e-commerce power of Little Red Book.

Thanks to the buyers, managers and merchants on Xiaohong Books, the ecology of e-commerce in Xiaohongshu is constantly enriching.

In his speech, Conan described in detail the individual portraits that Little Red Book is now appearing. They are becoming the most dynamic e-commerce force in Little Red Book.

For example, in Guangzhou business women's clothing manager "Zhang Xiaomou". In 2021, she began to become a writer of Little Red Book, and gradually gained users' attention in the update of Little Red Book, "Challenge 30-day more pear-shaped figure." Having been troubled by her pear-shaped figure, she knows more about the pain points and needs of this kind of girls who choose to dress. To meet these needs, she specializes in developing clothes that are suitable for this body group. In July 2022, Zhang Xiaomou, who had accumulated a certain number of fans, opened up a small red book store and opened up a new sales channel. Half a year later, Zhang Xiaomou joined the wave of live broadcast and began to broadcast live with goods. Now, 60% of Zhang Xiaomou's brand sales come from Little Red Books.

For example, Yang Sanyi, who found an opportunity in Little Red Book e-commerce. In March this year, Yang Sanyi was also a plain person author of "0 fans, 0 Notes". A month later, with more than 1,000 fans, she began to buy clothes live on Little Red Book, through her own continuous learning and the selection and convenient contact services provided by the Little Red Book selection Center. In just four months, Yang Sanyi stepped out of his rookie period and sold a total of 200000 transactions in Little Red Books.

In his speech, Conan called people like "Yang Sanyi" buyers of Little Red Books with their sincerity, love, and aesthetics; to create purchase scenes with their own selections, services, and communication, and to connect users and goods through live rooms or notes. They are also an important part of Little Red Book e-commerce ecology. Whether it is Zhang Xiaomou, who has done a good job of high-quality content to sell good goods, or Yang Sanyi, who has advanced from ordinary users to buyers of Little Red Books, they are all the individual forces of Little Red Books e-commerce, with the development of Little Red Books e-commerce, these individual forces will become more and more abundant.

Conan said that among the daily active users of Xiao Hongshu, there are nearly 40 million users who intend to buy every day. There are still a large number of user purchase needs have not been met. In the future, Little Red Book hopes to invite more buyers, managers, more merchants and brands to enter Little Red Book e-commerce, so that the needs of users can be better met.

Hundreds of billions of traffic support to recruit more small red book buyers and merchants

In the theme talks of Little Red Book link e-commerce partner week, Yinshi, the director of Little Red Book Live, and McQueen, the head of e-commerce merchants, also shared the support plans for Little Red Book buyers and merchants respectively.

Yinshi said that Xiaohongshu e-commerce hopes to provide users with better purchasing options and better channels for merchants to connect with users by training more small red book buyers. In the future, Little Red Book will also invest a lot of resources to support the training and development of Little Red Book buyers. Next, Xiaohongshu will launch special programs such as the buyer Center to help Little Red Book buyers grow up and connect with merchants.

McQueen concluded that the trilogy of businesses operating in Little Red Book is as follows: setting up accounts, sending notes, creating content to interact with users, finding buyers, doing live broadcasts, doing a good job of product recommendation and preheating before live broadcasts, and opening stores and stable operations. develop the ability of multi-field operation.

In addition to 50 billion business flow incentives, Little Red Book will help more businesses to stabilize their business in the future. For cooperative merchants, there will be special personnel to operate docking. At the same time, it will also build a recommendation platform for sellers of Little Red Books, hold offline selection meetings, and provide more tools and products to help merchants communicate with buyers of Little Red Books.

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