As a UGC community platform, Xiaohongshu is an important platform for consumers to obtain product information and purchase decisions, and has become an encyclopedia of modern life. From Tag My Life to 200 million people's life experience in Xiaohongshu, it means that more and more people are now using Xiaohongshu as a search engine, and there is a phenomenon of "Xiaohongshu in case of indecision", Xiaohongshu is already a product that cannot be ignored and has a profound impact on our lives.
And the phrase "Xiaohongshu is undecided" is reflected in the data, and the monthly active users of Xiaohongshu reach 2600 million, with an average daily search volume of 300 million+, and daily active user searches account for 60%. Among them, 70% of the post-90s generation is post-90s, the ratio of men to women is 3:7, and the coverage rate of users in first- and second-tier cities has reached 50%.
The growth of Xiaohongshu has gone through the stages of user planting, community influence expansion, e-commerce transformation, and global transformation.
At the stage of user planting, Xiaohongshu was originally an overseas shopping sharing community where users could share their shopping experiences and user experiences. This kind of sharing behavior has gradually formed a grass planting culture, that is, users influence the purchase decisions of other users by sharing their own experience.
Community influence expansion stage: With the increase in the number of users on the Xiaohongshu platform and the enrichment of the content on the site, Xiaohongshu's community influence has gradually expanded. More and more users are beginning to pay attention to the planting information on Xiaohongshu and use it as an important reference for purchase decisions. It also indicates that Xiaohongshu has officially entered the era of content marketing.
E-commerce transformation stage: In the context of accelerated change and digital transformation, e-commerce has emerged, and Xiaohongshu has gradually shifted its business focus to the e-commerce field. They started to introduce more brands and items on the platform and provide convenient purchasing services. This transformation makes Xiaohongshu not only a platform for planting grass, but also a platform for global transformation.
Global transformation stage: After the continuous development and improvement of Xiaohongshu's e-commerce business, global transformation has become an important business model. The behavior of users browsing, planting, and purchasing on Xiaohongshu has gradually formed a closed loop, making Xiaohongshu a platform for global transformation.
The head of the operation team of Buma Xiaohongshu once said: "Xiaohongshu grass planting is the foundation, how to achieve a closed loop after planting grass?."The vast majority of brands need to think about this problem before marketing, looking at the platform ecology of the station, the platform has created a complete closed loop of Xiaohongshu's e-commerce ecology in the post-link link of marketing, which can be converted through the link of note hanging, or through the live broadcast of the store, the live broadcast of the buyer, etc., and can also undertake the business card and electronic product specialization in the search field, which can achieve global growth. It can be seen that with closed-loop transformation and brand upgrading, Xiaohongshu is bringing more possibilities to brands.
As the starting point for marketing to achieve conversion, "planting grass" plays the role of a "bridge" for users to reach. Nowadays, more and more brands are doing content and promotion on Xiaohongshu, "communicating" with users through "planting grass", and opening up a new business growth path.
When the real voice of users can be heard by the brand, and the real needs are understood, understood and accepted, the brand can achieve two-way travel with consumers.
On Xiaohongshu, global transformation has become a trend. Buma will also continue to strengthen diversified content matrix services, combine the full-link operation advantages of "marketing + tools", and help brands open up the complete link of Xiaohongshu's ecology from "demand insight", to "content planting", to "transaction conversion", explore more innovative marketing methods, and achieve high-quality growth of global business.