June 5438 +2020 10, the Little Red Book Creator Center was officially launched. Users who have more than 5,000 fans and have posted 10 notes with a natural reading of more than 2,000 in the past six months without violating the rules can APPly for permission to use the Creator Center in the app. According to the news of Caijing Graffiti, "Xiaohongshu closed all offline experience stores in Shanghai, and the online and offline linkage strategy suffered setbacks".
In August, Xiaohongshu released the honorary list of fitness and manual creators, and selected the most popular 10 "red man" and 10 "new person". In June, 65,438+065,438+0, Xiaohongshu's lecture tour on "Big Players on Campus" entered Xi 'an Engineering University, and landed in Xi 'an Eurasia University, north university of china and other universities in the same year.
In April, 20021,Little Red Book "Community Convention" was launched, which stipulated the user's community behavior norms from two aspects of sharing and interaction, and required bloggers to declare their interests voluntarily if they were sponsored or promoted by businesses during the sharing and creation process. On the premise of stating relevant interests, users can judge whether to "plant grass" by themselves.
202 1, 1 1, Xiaohongshu completed a new round of financing of 500 million US dollars, with a post-investment valuation of 20 billion US dollars.
The content community of Little Red Book:
Unlike other e-commerce platforms, Xiaohongshu started from the community. At first, users focused on sharing overseas shopping experiences in the community. Later, in addition to beauty and personal care, information sharing about sports, travel, home, travel, hotels and restaurants appeared in Little Red Books, touching all aspects of consumer experience and lifestyle.
At the beginning of 20 16, xiaohongshu changed the manual operation content into the form of machine distribution. Through big data and artificial intelligence, the content in the community is accurately matched to users who are interested in it, thus improving the user experience.
As a lifestyle community, the biggest uniqueness of Xiaohongshu lies in that most Internet communities rely more on online virtual identities, and the content published by Xiaohongshu users comes from real life. A sharing user must have rich experience in life and consumption in order to share content in Little Red Book and attract fans' attention.
Most online communities are virtual communities, where users consume content online and experience the end of online. Little Red Book is called "three-dimensional community", because users have to go back to real life to spend money to complete this experience, whether they see food or travel in Little Red Book.
In Little Red Book, one user's "online sharing" consumption experience leads to "community interaction", which can promote other users' "offline consumption", which in turn will generate more "online sharing" and eventually form a positive cycle. With people's lives becoming more and more digital, Xiaohongshu community is playing a greater social value in the tide of "consumption upgrading".
In the past few years, new brands, including Perfect Diary, Chinese and Small Fresh Dun, Grain Rain and Maia activities, have grown up in Little Red Book. Warrior, Baique Ling, White Rabbit, Li Ning and other old brands have been loved by more young people through Little Red Books and become the representatives of new consumer brands. Xiaohongshu has also become an important position to help new consumption and empower new brands.