Introduction: The "She Economy", also known as the Women's Economy, is an economic field of study that focuses on women's consumption, financial management, life, and career development. In recent years, the very popular Xiaohongshu has gradually become a typical representative of the "she economy" in China.
In 2007, Ms. Shi Qingqi, an economist, first proposed the concept of "she economy", as the name suggests, "she economy" is to study women's economy, focusing on economic phenomena such as consumption, life, occupation and financial management of women. Due to the huge population of our country and the total base of the female group is also as high as about 700 million, the scale of her economy in our country should not be underestimated.
And the Little Red Book to be shared today is a typical representative of the "She Economy". As the only platform in China with more than 85% female users, Xiaohongshu has sprung up among major Internet platforms with its high-quality content quality and "implanted mind" planting ability.
Founded in 2013 by Mao Wenchao and Qu Fang, Xiaohongshu (RED) was initially positioned as a shopping strategy tool for women's outbound travel, a community e-commerce platform focusing on women's overseas shopping, which is well aimed at the segmented customer group - young women.
In 2018, Xiaohongshu began to expand its business territory and transformed into a lifestyle platform for young people, on which users share short ** to record their lives.
Since women account for more than 90% of users, the things displayed on the Xiaohongshu platform will also be skewed towards women, mainly beauty, fashion, health, food and other content.
Later, this way of recording life was loved by more and more young people, and with the increase of users, capital and big V also settled in and brought goods on it.
Nowadays, Xiaohongshu is more like a search platform for life decisions. From the earliest community product to provide users with a "shopping and planting guide", to now users are accustomed to using Xiaohongshu as a "life search engine", more and more users have begun to become inseparable from Xiaohongshu.
If you want to ask what is the connection between Xiaohongshu and "she economy", you have to mention Xiaohongshu's user portraits.
According to the report of "Qiangua Data", the female users of Xiaohongshu are as high as 9041%, far more than male users.
The age distribution of users is also mainly concentrated in the age of 34. After looking at the percentage of women, let's take a look at the number of monthly active users.
Monthly active users refer to users who have logged in and interacted with the platform at least once in one month; We can also approximate it as a "real user"; According to the report of "Qiangua Data", the number of monthly active users of Xiaohongshu has reached about 200 million. That's a staggering number. You know: although there are a total of 1.4 billion people in China, women only account for 1 and a half, about 700 million, and considering young women under the age of 35, there is not much left.
It can be said that Xiaohongshu almost accurately captures the main young women in China, and is also a typical representative of the domestic "she economy" research. Such an accurate user group will naturally become a must for the promotion of various businesses.
After talking about what Xiaohongshu is and the connection between Xiaohongshu and "her economy", let's take a look at how Xiaohongshu operates.
There is a very interesting word in "Marketing", which is called "implanting the mind". The author believes that Xiaohongshu has taken this concept to the extreme.
On Xiaohongshu, there is a classic term called "planting grass".
The meaning of planting grass is to implant a good thing in your heart and make you like it;
Corresponding to "planting grass", it is "pulling weeds"; The meaning of pulling weeds is to buy this thing, or eat this delicacy; In fact, this is the set of ideas of Western "consumerism".
These words were also unfamiliar to me at first. When I was in graduate school, my classmates said Han Zijun, let's go pull weeds in a shop, I was stunned after listening to it, pulling weeds, why do you want to pull out the grass when the grass grows well in the soil. Only later did I understand the true meaning of pulling weeds.
What is the general reason for planting more grass on Xiaohongshu?
According to the research report of "Tanaka Water Drops", the most grass-planted on Xiaohongshu is "trendy" clothing, followed by food, travel and fashion. Therefore, we have also seen more and more bloggers begin to enter Xiaohongshu, and Xiaohongshu has also become a typical representative of the emerging "interest e-commerce" after Jingdong.
So how does Xiaohongshu make money?
Xiaohongshu's main income** is:There are 2 types of advertising and e-commerce promotion commissions。Public data shows that in 2022, Xiaohongshu's revenue will be about 30 billion yuan, of which advertising revenue will be about 24 billion, accounting for 80%; The remaining about 6 billion is e-commerce revenue, accounting for 20%.
I was shocked to see this, and advertising revenue and e-commerce commissions, isn't this the classic business model of a platform company. It can be said that Xiaohongshu has brought the "platform economy" and "she economy" into full play: by building a platform for women, it forms ultra-high sticky users, and advertises to these users to find their own profit and living space.
And this form of "she economy" also provides many amateur bloggers and ordinary people with new jobs and opportunities for life wealth jumps.
References: Tanaka Water Droplets;
Qiangua data; Xiaohongshu official website: grass planting value;
New Retail Business Review; "Angry to earn 500 million US dollars, why is Xiaohongshu still unhappy? 》