Bytedance used a new publisher account to secretly test the “Little Red Book” in Japan. I don’t know if it is expected to become a new dream-making paradise for the brand. . This article from the micro-channel public number: Beluga sea (ID: baijingapp) , Author: oct children
Perfect Diary with a market value of US$13.6 billion, Bubble Mart with a market value of US$13.9 billion, and Yuanqi Forest with a valuation of US$14 billion, and even three and a half meals, Ramen Shuo, and other brands may be consistent with the success of the Xiaohongshu Selected as the main battlefield of brand marketing.
In fact, it is not just the above brands. According to the author’s understanding, many brands have completed brand establishment and marketing through Xiaohongshu. David, a local beauty brand operator in China, once revealed to the author, “We have more than half of the traffic They all come from Xiaohongshu. As far as I know, many colleagues are also the same.”
In fact, it is not just the above brands. According to the author’s understanding, many brands have completed brand establishment and marketing through Xiaohongshu. David, a local beauty brand operator in China, once revealed to the author, “We have more than half of the traffic They all come from Xiaohongshu. As far as I know, many colleagues are also the same.”
The 7th anniversary of Xiaohongshu has undoubtedly become a “national grass planter”. Compared with browsers, young users are getting more and more accustomed to looking for “answers” on Xiaohongshu, Douyin and B stations.
Overseas, there are TikTok and YouTube hosting the latter two (TikTok and Station B), but there doesn’t seem to be a similar overseas An integrated grass planting platform like Xiaohongshu. Although Instagram and Pinterest play a role in planting grass, it is clear that grass planting is not their most important attribute. In addition, Beluga has also analyzed various overseas vertical communities. Although the model is somewhat close to Xiaohongshu, it is still mainly limited to a single category such as mother and baby, home improvement, and beauty. Obviously, it has both delicious food and Xiaohongshu. Many categories such as makeup, outfits, travel, and goodies are different.
Until the author found Sharee under the Wikipedia of Bytedance.
Data source: Wikipedia
Sharee was officially launched on March 12, 2020. The latest update time was January 27, 2021. It was updated 3 times in the past week, but the frequency of weekly changes was basically maintained for most of the previous half of the year. The frequency of recent update iterations has increased significantly, and faster iterations indicate to a certain extent that the importance of Sharee within bytes has increased. In addition, judging from the changes in the number of creatives placed in the past six months, it can also be seen that Sharee has recently begun to more actively seize the market.
The author speculates that this is related to the huge noise caused by the recent listing of Bubble Mart and Perfect Diary.
Sharee product screenshot
It seems to be deliberately distinguished from the small red books in China. Byte determines the main color of Shareeharee is full of expectations.
In addition, Xiaohongshu is essentially listed as a content sharing community. According to the sharing by the person in charge of Xiaohongshu’s effect marketing, the main usage scenarios of users on Xiaohongshu include discovery, search, sharing and creation. For Xiaohongshu, KOC(Key Opinion Consumer) and KOL are the main forces of content production. According to the official data released by Xiaohongshu , Xiaohongshu currently has a monthly life of over 100 million, including 30 million KOC.
Perhaps for other companies, finding and cultivating a sufficient number of KOLs and KOCs is not a simple matter, but for bytes, TikTok reserves high-quality content creation and sharing users, which can be migrated at almost zero cost To Sharee. As a heavy user of Douyin and Xiaohongshu, I can (irresponsibly) to say that the creators of the two applications have With a high degree of overlap, many content creators operate both Xiaohongshu and Douyin accounts. The time and resources saved by this wave of operations are even difficult to estimate with specific figures.
I love making good things and social media, but I lack an integrated grass planting platform
At present, the hottest content on the Chinese Xiaohongshu is probably cosmetics, skin care, gourmet (home cooking and shop visits), dressing, Categories such as cute pets, travel, fitness, and home goods. Japan’s beauty, clothing, and home-goods race tracks have already entered a relatively mature development period.
Many “good things” in Japan have been certified by consumers around the world.
Japanese cosmetics brands can be said to occupy half of the global cosmetics industry, which has a lot to do with Japanese makeup culture. In many Japanese women’s perceptions, “you can’t go out without makeup, and it’s rude to go to work without makeup”. This has also led to the mature development of the local cosmetics industry in Japan. The annual Cosme Awards will also attract the attention of global beauty enthusiasts and media reports. Many brands in “Made in Japan” clothing, smart home, storage and other products are also well-known worldwide. “Japanese style, Japanese style” is already on the market, forming a unique trend.
In addition to making good things, Japanese users also have the habit of sharing good things and producing content. According to statistics from Alpha Digital, Japan has a total population of 127.3 million. As of 2020, nearly 100% of Japanese users use the Internet, 80% of which have smartphones, and more than half use social media.
And a noteworthy phenomenon is that according to Nielsen statistics, the average age of Japanese YouTube and Instagram users is smaller than that of English-speaking users, which shows that young Japanese users are willing and accustomed to sharing content on social media.
Unit: 10,000 | Data source: Insta Lab
I love to make good things and I am keen to use social media. Before Sharee entered Japan, there were few integrated planting grasses in Japan like XiaohongshuThe community, Kinarino and Amebla are currently trying in this direction, but they are still in the early stages of exploration and have not yet formed barriers. Most of the remaining apps focus on a specific category of food, clothing, or beauty.
Japan’s more well-known category community platform
Compared with Japanese native apps, China’s Xiaohongshu model has become more mature. ByteDance can be “localized” while “learning from the Xiaohongshu model”, and it is likely to precede Japan. The local App ran out of results.
Sharee enters Japan with a more gentle, restrained and open attitude
Different from the method that ByteDance has always used when it enters overseas markets, it has always used high-handed and large-scale purchases. Sharee’s advertising in Japan is obviously somewhat “moderate.”
According to data from App Growing Global, Sharee has launched a total of 569 creatives in Japan in the past 180 days, of which 516 have been launched in the past 30 days and 290 have been launched in the past week. The main channel is the Facebook advertising alliance; The delivery categories are beauty, skin care, and wear; the main advertising material is image materials.
Data source: App Growing Global
Obviously, when Sharee entered the Japanese market, its advertising was more restrained and its marketing categories were more concentrated. Of course, it cannot be ruled out that Sharee spends more marketing expenses on Japanese traditional media and Japanese local advertising alliances. However, due to geographical reasons, the author could not verify it. However, it is worth noting that Sharee makes good use of the epidemic situation in Japan for marketing. Many users said that they were attracted to download by the advertisement of “20 masks made in 5 minutes”.
A small green book with a similar appearance to Xiaohongshu, with a stable KOC
Different from Xiaohongshu’s five first-level menus: Homepage, Store, Release, Message, and Personal Homepage, Little Green Book Sharee only has three first-level menus: Homepage, Publishing and Personal Homepage, which reduces the complexity of the application. Fits Japanese users’ habits of using simple apps.
However, in terms of reserved functions, it shows a high similarity to Xiaohongshu, and it can even be said to be “pixel-level imitation”.
At the top of the homepage, the content is classified into sub-categories such as beauty, food, clothing, home, cute pets, etc., so that users can find content that interests them.
At the publishing place, users can choose to take a photo immediately or upload a photo that has already been taken. After confirming the photo, edit the photo, set filters, add, text and tags for the photo. When everything is ready, it will jump to To publish the page, users need to draw up a title and describe the content, and they can also set the scope of disclosure and whether to add topics, positioning and other content according to their own wishes. After everything is completed, click SendUploaded to the community.
The difference is that Sharee has made a more user-friendly design here. Before confirming the release, users can click Preview to check the post-release style in advance. For users, it will present a more satisfactory layout.
As for the live broadcast and mall functions that I chose to give up temporarily, according to the current deployment of Byte, I think it is only a matter of time.
From the content point of view, you can see new content every time you refresh, and the refreshed content has reached the same level as the current Xiaohongshu in terms of color, composition, layout, and branding. The amount of likes for each content ranges from 20 to 200. What’s more noteworthy is that when you click on the author’s homepage, you can display or even jump to the other party’s Instagram account. Although it is to attract more Instagram users, Sharee’s open attitude is also rare.
And it is worth noting that Sharee has introduced some brands in the early stage, and it seems that it has plans to build the next brand dream paradise.
Looking at it this way, Sharee’s winning side does not seem to be small. Whether it can succeed or not depends on time.
This article comes fromWeChat Official Account: Beluga Going to Sea (ID: baijingapp) , author: oct children