This article will analyze Xiaohongshu from the aspects of product positioning, competitive product analysis, user analysis, and user research, and put forward some new ideas and optimization suggestions for the function. This article will analyze the following aspects: product architecture brain map Product cell phone number list positioning and competitive analysis user analysis user research Functional Analysis Summarize 01 Product Architecture Brain Map Product Architecture The core business of Xiaohongshu is the content community, and the "irreplaceable" content community is a strong foundation for it to develop e-commerce and other fields. 02 Product positioning and competitor analysis 2.1 Product positioning.
One day in 2015, I saw in the circle of friends that when a daigou was planting a certain skin care product for a friend, he posted a screenshot of his mobile phone, the content was the product picture and his experience in using it, and there was a label on the picture. Since I cell phone number list saw such a picture more than once, I asked for the name of the app, and I opened Xiaohongshu for the first time. Xiaohongshu, established in June 2013, entered the market by providing overseas shopping strategies while cross-border e-commerce was still in the blue ocean, targeting first-tier city women who tended to shop in overseas markets, and gained the first batch of users. However, considering that it is difficult for guide products to interact with users and form stickiness, 6 months later, an overseas shopping sharing community was launched.
At the beginning of 2014, Xiaohongshu transformed from a strategy-based “Xiaohongshu Outbound Shopping Strategy” to a community-based one. "Xiaohongshu Shopping Notes" , women with overseas shopping habits began to share their shopping experience and purchase locations on Xiaohongshu. The high-quality notes enabled Xiaohongshu to accumulate a large cell phone number list number of middle- and high-income female users, and the stickiness increased. Great progress. On the basis of the high-quality content community, in August 2014, Xiaohongshu was upgraded from a content community to a content e-commerce business, and a closed business loop was finally formed . Xiaohongshu became a one-stop platform from content planting to shopping mall ordering. In recent years, the consumption level of users has risen,