2023 World Internet Conference Xiaohongshu Talks on E-commerce: Integrating E-commerce into Communities, Connecting the Full Link from Content to Trading

From November 8th to November 10th, the 2023 World Internet Conference Wuzhen Summit was held in Wuzhen, Zhejiang. On the afternoon of the 9th, Xu Lei, Vice President of Xiaohongshu, participated in the "E-commerce New Business Forms and Development Forum" and discussed the topic of "E-commerce Ecological Service Innovation"

From November 8th to November 10th, the 2023 World Internet Conference Wuzhen Summit was held in Wuzhen, Zhejiang. On the afternoon of the 9th, Xu Lei, Vice President of Xiaohongshu, participated in the "E-commerce New Business Forms and Development Forum" and discussed the topic of "E-commerce Ecological Service Innovation".

The rapid development of the Internet has brought more new opportunities and challenges to the upgrading of e-commerce. Xu Lei, Vice President of Xiaohongshu, proposed on the forum that in the past year and a half, Xiaohongshu's e-commerce business has made rapid progress, with the scale of e-commerce buyers and managers increasing by 27 times, the number of mobile merchants increasing by 10 times, and the number of purchasing users increasing by 12 times.

Xu Lei said that for a long time, Xiaohongshu has been continuously building a humane e-commerce platform. Every day, tens of millions of Xiaohongshu bloggers share good things and experiences in the community, attract more people to plant grass, promote online transaction efficiency, and select high-quality products.

Because of Xiaohongshu's grassy genes, it is a reference platform for many users' consumption decisions. On the one hand, we help many new brands, domestic and old brands improve their overall network awareness and sales. On the other hand, for community platforms like Xiaohongshu, commodity trading services are a natural extension of content information services. It is understood that in the past year or so, Xiaohongshu has integrated e-commerce into the community, It has opened up the entire link for users from reading notes, watching live broadcasts, to placing orders and purchasing. The development of e-commerce business not only meets the shopping needs of consumers more, but also enables many domestic brands and merchants to grow in the soil, which has become an important part of assisting the development of Xiaohongshu enterprises, "Xu Lei said.

Established in 1953, Yunnan state-owned Chadian Dairy found a form of content communication that young people liked after coming to Xiaohongshu, patiently managing notes. By continuously posting relaxed and creative product notes that are close to the likes of young people every day, more users across the country will know and love them. The sales of flagship products have also doubled in the Xiaohongshu store.

Xu Lei stated that compared to other traditional e-commerce platforms, Xiaohongshu's business ecosystem is unique, such as the KOC that helps brands plant grass and Xiaohongshu buyers who help businesses connect consumers. They will provide feedback to the brand on the pain points and needs of consumers. If the brand has good products, they can help the brand truly achieve high-quality growth through sharing and recommendation on Xiaohongshu KOC.

For example, from 2020 to 2022, the Chinese beauty brand Pelaya will have insight into the skin care needs of young people for anti-aging and anti sugar in Little Red Book, and combine the skin care trend of "early C and late A" on Little Red Book platform, on the one hand, it will continue to produce high-quality content, on the other hand, it will cooperate with Little Red Book KOC. For three consecutive years, we have created many new products with good reputation, becoming a benchmark brand for the rejuvenation of old domestic brands.

Buyers have now become a new ecological role in Xiaohongshu's e-commerce. Through meticulous and careful explanations and sharing in live streaming rooms and notes, many brands have not only found new sales opportunities in Xiaohongshu, but also gained loyal users of the brand, achieving a double harvest of brand and sales.

As a friendly community platform, the grass planting value of Xiaohongshu has been widely recognized in the market. Invited to participate in the Internet Conference "E-commerce New Forms and Development Forum", the reporter learned from the scene that Xiaohongshu will continue to build and improve the concept of "friendly, mutual assistance, healthy, and win-win" internet community, and will continue to polish marketing tools to make Xiaohongshu's grass planting more scientific and measurable, thereby meeting the daily sharing needs of emerging e-commerce markets and consumers.

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