On November 28, Xiaohongshu announced that it will launch the internal testing of the Creator Center, and make major updates such as the brand cooperation platform, good product recommendation platform, and interactive live broadcast platform.
文 | Daily Commercial Selection p>
Xiao Hongshu solves the commercialization problem, from “planting grass” to “live broadcast”. h3>
On November 28, Xiaohongshu announced that it will launch the internal test of the Creator Center, and make major updates such as the brand cooperation platform, good product recommendation platform, and interactive live broadcast platform. This means that Xiaohongshu’s commercialization is accelerating. p>
Among the tools launched this time, the “fries” similar to Weibo fan headlines and live streaming with cargo are considered to be the most effective for creators. “Fries” is mainly used to divert the notes of new creators. In addition, there is a “Super Big Potato” traffic package resource specifically for MCN institutions, which can reversely promote MCN institutions to invest costs for talents. With live broadcast, a “live broadcast + note” two-way planting mode can be formed, and support for anchors to connect PK, red envelope interaction and other gameplay. p>
Upgrading the brand cooperation and good product recommendation platform further demonstrates Xiaohongshu’s commercialization ambitions. In February of this year, the company’s internal community e-commerce division was upgraded to a “brand number” department, integrating resources from community marketing to closed-loop transactions to provide full-chain services for brands. The “brand cooperation platform” after the upgrade is even more … span> p>
Editor’s comment: Xiaohongshu introduced e-commerce live broadcast and strongly supported creators. It seems that it wants to create the next “Li Jiaqi” to accelerate commercial realization. In the conflict between the content community and commercial transactions … strong> p> blockquote>
The Black Five subsidy battle is in full swing, and Plenty is facing JD.com and Suning. h3>
Just now, the five major black promotions, Jingdong International and Suning International have launched a new round of “ten billion subsidies”. For Pinduoduo, the “ten billion subsidy” is a long-term project that has continued from this year’s 618 to this day, but other e-commerce companies only consider the “ten billion subsidy” as a short-term phased strategy. p>
This year ’s Black Friday is the first big promotion of JD. JD announces that it will continue to launch a “Super Ten Billion Subsidy” program until it is completed; Suning International launches an 8-day Black Five promotion; Tmall continues to double 11 strategy, emphasizing the number of international new products launched and the “same day” logistics speed; Pinduoduo recruited international reinforcements from Amazon, and launched a six-day Haitao promotion from 0:00 on the 28th. In the Black Five subsidy battle, JD.com and Suning were the biggest opponents. p>
The author Cao Qian combed and found that Amazon’s overseas purchases did not make much effort in this fight for the Black Friday subsidy. Not only are there fewer categories, but also the … span> p> under a single category.
EditorComment: The author Cao Qian believes that the most urgent thing for Pinduoduo is whether it can … strong> p> blockquote>