Xiao Hong Book Closes All Offline Experience Stores In Shanghai, And The Online And Offline Linkage Strategy Is Defeated.

According to the news, Xiao Hong book has recently closed down all its offline experience shop in Shanghai.

In June 10, 2018, Xiao Hong opened the first line experience shop, Xiaohong book house REDhome in Jingan, Shanghai. In October 1st of the same year, Xiaohong book's second line experience shop opened in Shanghai's CITIC Pacific Wanda Plaza. The two stores in Shanghai have all been closed down.

It is learned that the Xiaohong book's happy city store has been reopened on New Year's day in 2020. The relevant personage emphasizes, it is not temporary business, but shop closed.

The home of Xiaohong book, located in CITIC Pacific, has been closed for one or two months. It is said that the rent has not been renewed since it expires.

The official micro-blog of the little red book house has been suspended in November 27, 2018.

For the situation of small red book opening shop, the public relations official of Xiaohong said that the kernel of the little red book is a community product based on online lifestyle, so there is no other business platform to have a say in the online shop.

In 2018, Xiao Hong opened a shop tour under the line, and opened a physical store in Shanghai's Joy City and CITIC Pacific, Jiangsu Suzhou and Changzhou and Zhejiang Ningbo. The stores in Suzhou and Changzhou are still operating normally.

In 2018, with the implementation of the new retail concept, online and offline interaction became a new trend. At that time, Tmall international, koala, and others had launched online shop. Xiao Hong book was also involved in it, trying to drain the store under the advantage of online social networking.

Previously, the store has set up 6 main areas: home area, beauty area, clothing area, Star area, window area and water bar area. The commodity can also query relevant information near the interactive screen, and can see the massive word of mouth notes in the little red book APP, which is considered to be the offline mapping of the little red book community.

According to previous media reports, Xiaohong book house RED home Jingan Joy City store sales can reach 50 - 600 thousand yuan, Xiaohong book house in Yuecheng city occupies 400 square meters, monthly sales 600 thousand, Ping efficiency is 1500 yuan / month. The best online brand online shop is Xiaomi, the home of millet is 270 thousand yuan per year, and the conversion is 22 thousand and 500 yuan / month.

Xiao Hong was founded in 2013. When it was launched in 2014, it was positioned as a shopping guide in Hongkong. The download volume reached 500 thousand in 3 days. In 2014, cross-border electricity providers began to rise. In 2014, Tmall international went online. In January 2015, the NetEase koala online was launched, and Jingdong bought the world online in April. In June 2015, more than 15 million users of small red books began to build self run bonded warehouses and invested in cross-border electricity providers. In September 26, 2015, official data released by Xiaohong published showed that it completed sales of 700 million yuan in half a year, and by August, the monthly order grew by 30 times.

In April 2016, the cross-border e-commerce retail import tax policy was introduced, and the cross-border electricity suppliers which were over dependent on the bonded mode were challenged. In 2017, Qu Fang, founder of Xiaohong book, said in a media interview that cross-border electricity supplier is only a phased concept.

After gradually getting rid of cross-border electricity providers, in the second half of 2017, Xiao Hong began a comprehensive transformation, trying to build "content + business" dual drive platform, establish content ecology and achieve business realisation.

In the short term, Xiao Hong still enjoyed the flow bonus, and the content continued to attract users. In June 2018, the number of users broke 100 million. In January 2019, the number of users exceeded 200 million, the number of users in July 2019 exceeded 300 million, and the monthly activity exceeded 100 million.

In June 6, 2019, when the little red book was founded at 6th anniversary, the founder's internal staff information showed that the number of monthly active users (MAU) of Xiaohong book has exceeded 85 million, and the total number of users is more than 250 million. More data, at present, Xiao Hong book daily community notes exposure times more than 3 billion times, 70% of the exposure is UGC content, in terms of sales, Xiaohong Book electricity supplier plate "welfare agency" on-line for half a year, under the premise of zero advertising, sales exceeded 200 million yuan. In September 2015, since the official operation of Zhengzhou warehouse in March, Xiao Hong's sales volume reached 700 million yuan in half a year. In 2018, when the users of Xiaohong Book broke through 50 million, the monthly sales volume had exceeded 1 billion yuan.

At the end of July 2019, Xiao Hong APP was put off the shelves in the major shopping arcades due to its own problems, which lasted for more than two months. According to the data released by QuestMobile in the 2019 half year growth report released in August 2019, as of June 2019, the small red book MAU was 93 million, close to one hundred million; as of the end of September this year, the number of active users in Xiaohong book was 72 million 880 thousand, and the monthly activity decreased significantly.

Even if there is no storm, compared with other e-commerce platforms, Xiaohong book is also challenged.

According to QuestMobile, "content business research report" shows that users of Xiaohong book have gone to Taobao, spelt many, Jingdong, vip.com and other electronic business platforms after they closed the platform. It shows that users are more likely to see "grass planting" in Xiao Hong's book, and then jump to other e-commerce platforms to buy.

Compared with other electronic business platforms, Xiao Hong book has the most advantage. The average daily use time is longer. Taobao mobile users and users who spend more time spend more than 20 minutes a day, and Xiao Hong is 16.6 minutes.

Xiao Hong book closes all offline experience stores in Shanghai, and the online and offline linkage strategy is defeated.

In addition to differences in data such as penetration and daily activity, users of Xiao Hong's book are more challenged. The report shows that the core VIP users of Xiao Hong's book account for only 7.8%, while the high value and inactive users account for 7.8%, while the low value active users account for 12.2%, the low value is not active, the users are 33.3%, the high value loss users and the low value loss users account for a large proportion.