"Little Red Book Dandelion", The Next E-Commerce Road Of Xiaohongshu

Between content social networking and brand marketing, xiaohongshu's e-commerce road always exists independently from other platforms. In the case of frequent new ideas of major platforms competing for the market, little red book is still unmoved by the halo of content.

But now, little red book seems to be in this field to start a new round of force. A few days ago, xiaohongshu announced to the public that the "brand cooperation platform" was comprehensively upgraded and renamed as "xiaohongshu dandelion".

The upgraded dandelion will gradually transform to an integrated marketing platform, and will no longer be limited to content Cooperative Trading Services. With the adjustment of business role positioning, the original product structure, function module, domain name address and visual design of the platform have been adjusted and upgraded.

Xiaohongshu's "brand cooperation platform", founded in April 2020, is one of the "four ones" platform tools for brand empowerment. The brand cooperation platform has transaction function and is fully open to all cooperative brands, MCN institutions and creators. Through this platform, the brand side can query the creator's quotation, manage the cooperation progress, and launch batch cooperation.

Jess, the person in charge of xiaohongshu open platform and e-commerce, once introduced that the "four ones" platform tools cover brands at different stages of development and different needs, which can make more new brands run through the closed-loop link of b2k2c in xiaohongshu. Including enterprise number, brand cooperation platform, advertising and live delivery.

On the brand cooperation platform before upgrading, xiaohongshu has always been content-based. Although there are platform tools dedicated to brand service and empowerment, some businesses say that the requirements for the platform to open the external chain are very strict. At the same time, xiaohongshu, Taobao and taoyin have been settled in, and only xiaohongshu has not opened its sales channels.

"Little Red Book dandelion", the next e-commerce road of xiaohongshu_ Retail_ E-commerce news

The upgraded dandelion will further enrich the cooperation form between the brand and the creator, and the former "note cooperation" has been expanded to "new product trial", "live delivery" and the original "note cooperation".

The newly added "new product trial" and "live with goods" mode, to a certain extent, highlights the status of the commodity rather than the performance of the content. It can be seen that in the upgrading, xiaohongshu intends to strengthen the commodity trading attribute of the platform.

Before that, xiaohongshu guaranteed the creation of high-quality content through various models and policies, which compressed the product sales. From the anchor list of platform promotion, it is still pure content producers who occupy the front row position. In recent years, the exploration of xiaohongshu in the field of e-commerce has gone further.

On the one hand, xiaohongshu has made continuous efforts in brand support, from the initial strict requirements on brand entry and external chain opening, to now it has continuously launched a tool platform for brand empowerment.

Since last year, xiaohongshu launched a 10 billion traffic support plan for brands, allocating 1 billion traffic to enterprise numbers, and investing 4.5 billion traffic to high-quality businesses and 2 billion traffic to creators. According to the distribution pattern, the flow support provided by businesses has surpassed that of creators and enterprises, and the exposure of xiaohongshu is no longer so unattainable.

On the other hand, xiaohongshu has also begun to explore the live e-commerce module. Xiaohongshu has been testing the live broadcast function since December 2019. The live broadcast of the platform is divided into interactive live broadcast and e-commerce live broadcast.

Interactive live broadcasting still needs to ensure the unique social status of xiaohongshu content, while e-commerce live broadcasting focuses more on e-commerce retail. Although compared with the current e-commerce live broadcast, which is mainly in the form of peddling and carrying goods, the e-commerce live broadcast of xiaohongshu pays more attention to the construction of private domain traffic, and tends to share in the live broadcast, which is still different from the hot live broadcast with goods.

"Little Red Book dandelion", the next e-commerce road of xiaohongshu_ Retail_ E-commerce news

In the process of e-commerce development, xiaohongshu still does not give up the blessing of content and social contact. However, the inclination of the platform to the brand side is also obvious, and the brand settlement is more convenient than the small and medium-sized businesses under the condition of ensuring the quality of goods and traceability of sources.

"Little Red Book dandelion" is a new exploration of the platform in brand support. To a certain extent, it can also be said to be an exploration in the layout of e-commerce. The head of xiaohongshu dandelion product once said that the name "Dandelion" is to hope that the content of cooperation between the brand and the blogger can be scattered like the seed of dandelion, and the information about planting grass will be spread out.

I hope that the next e-commerce road of xiaohongshu can be spread like dandelion with the wind of content.