According to Yidian's worry-free understanding, as a note-taking and live broadcast sharing platform for the 2024 Spring Festival Gala, Xiaohongshu has taken over the traffic of the Spring Festival Gala and has become the birthplace of many hot topics during the Spring Festival this year.
According to Yidian's worry-free understanding, there are more than 250 hot topics for the Spring Festival that have become popular all over the Internet by Xiaohongshu, such as Nigmaiti's magic mistakes, Chunshan Studies, Cyber Burning Incense, Chaoshan Spring Festival and so on.
It is worth noting that as the bell of the Spring Festival fades away, Xiaohongshu, which has returned to peace, has not fallen, but has begun to quietly brew a new competition in the local life track at this node.
Xiaohongshu has added a "nearby" entrance
Recently, Xiaohongshu updated the app,The top bar on its homepage has added a new "nearby" level entrance。The new section presents content notes, live broadcasts and group chats related to eating, drinking and entertainment near different addresses in the form of maps and addresses.
This form of content recommendation with interest superimposed on geographical location not only improves the breadth of information reach, but also allows many merchants to get the benefit of increasing the number of orders. At the same time, it also means:Xiaohongshu began to accelerate into the battlefield of local life
In fact, Xiaohongshu has not had a zero layout in the field of local life before. As early as 2019, Xiaohongshu began to try the local life business and launched the store details display function, which allows note content publishers to embed store links in their notes.
In 2020, Xiaohongshu upgraded its brand account to an enterprise account, and after the upgrade, all merchants can realize the association of online stores and offline stores.
In 2021, Xiaohongshu took an important step forward in the hospitality category of local lifeSome homestays, hotels, and campsites have begun to complete the closed loop of consumption on Xiaohongshu
According to Yidian's worry-free understanding, in 2023, Xiaohongshu will launch the ** function,It has opened up the closed loop of local catering from content planting to trading。Users can directly take notes on the goods in the lower right corner of the note, and purchase *** to the store for consumption.
In addition, Xiaohongshu has also opened the official account of local life "Tupao Tu", and launched the "Food Power Shop Plan" to recruit in-store catering merchants and service providers, as well as the "Searchlight Plan" to cultivate local food exploration bloggers through traffic support and content guidance.
However, on the whole, Xiaohongshu's previous actions were more like petty fights, and they were not in a hurry to monetize. And this time the new "nearby" first-level entrance,It is the first time that Xiaohongshu's local life business has a clear and unified entrance, obviously far-reaching.
Xiaohongshu does the advantages of local life
So, with the advantages of local life giants Meituan and Ele.me still there, and the rise of Mouyin and Kuaishou, why does Xiaohongshu still seize the local life track? The reason is simple, there is a market and you can make money.
According to the "2023-2024 China Local Life Service Industry Market Monitoring Report" released by iiMedia Consulting,By 2025, China's local life services market will reach 25 trillion yuan。Among them, the scale of the catering takeaway market will reach 1,746.9 billion yuan.
Therefore, today, when the growth dividend of the Internet is peaking, even if the huge market of local life has been "rolled" up, it is still the focus of competition among Internet giants.
As a latecomer, Xiaohongshu also has some unique advantages, although it faces fierce competition with established players.
First of all,The content of eating, drinking and playing accumulated on Xiaohongshu for many years is the biggest advantage of Xiaohongshu to enter local life。In particular, the rich and useful "strategy" content provides users with a lot of real and delicate feedback, and it can be said that it is "invincible" at the moment when "sincerity is nirvana".
Secondly, as a community platform, every community topic on Xiaohongshu is a place where users gather, and the gathering is easy to form a large-scale network effect, achieve explosive dissemination, and bring "long-tail value" to merchants.
In addition, Xiaohongshu has a low threshold for creation, under its decentralized content recommendation mechanismThe content of the notes posted by low-fan merchants is also easy to see by many people, so as to obtain natural traffic to drive online and offline consumption. This is undoubtedly a big cost saving compared to other platforms that need to invest a lot of traffic in the early stage.
It can be seen that if we can give full play to our advantages in content and notes, and focus on market segments, we will strive to form differentiated competition with local life platforms such as MeituanProvide consumers with diversified and differentiated servicesXiaohongshu is very likely to occupy a place in the field of local life.
Yidian has something to say:
In the hot land of local life, there is no shortage of new entrants. From Mouyin, Kuaishou, to **hao, Gaode, to SF City, Zhongtong Tuxi and other forces, although they have different ways to enter the local life market, their actions all show a strong willingness and determination in this field.
In fact, local life is more bitter and tiring than e-commerce, and it has always been regarded as the most difficult bone to bite in the industry, and it is not easy for Xiaohongshu, which has just improved in the business field, to seize this outlet. In the future, whether Xiaohongshu can seize the market share in the hands of established players with its own advantages still needs to withstand the test of the market and consumers.