New story of community + e-commerce
Editor’s note: This article comes from WeChat public account “Hedgehog Commune” (ID: ciweigongshe) < / a>.
Author | Yiyi
Edit | Zhou Ye
For sticky and tonal vertical communities, “live broadcast” is the best way to monetize, but “business” and “content” are also difficult to balance.
Xiaohongshu always has a sober understanding. Live broadcast technology is only a supplement to the content ecology. Their standpoint is always the “community” positioning and user value orientation.
25,000 account followers, live broadcast for 6 hours, generating more than 600,000 orders.
This is the first live record of “Aloooooha Vintage”, a medieval shop in Shanghai. The so-called “Medieval” is a collective name for second-hand goods trading, with the return of the retro style is very popular among young people.
The owner, GiGi, is also a creator of vintage clothing for Xiaohongshu, with nearly 50,000 fans. GiGi has been operating offline stores for 10 years and has a team of more than a dozen people. As the epidemic eased, in early March, GiGi began preparations for the offline stores to resume operations.
Xihongshu’s live internal test, GiGi saw the opportunity to resume business hot start. In November 2019, Xiaohongshu announced on the “Creator Open Day” that he would launch a live product.
A small red book account of the ancient blogger “Aloooooha Vintage” / Source: Little Red Book
“The young people in the Little Red Book are more sensitive to trends and fashions, and they can better understand medieval culture,” she said.
From Weibo to Xiaohongshu, GIGI keenly discovered a new gathering place for young trendy crowds, and opened an account as soon as Xiaohongshu products appeared. In 2017, she focused on personal accounts and store accounts.
The order demand of 600,000 yuan is reached online, but to complete the consumption, you need to walk into offline stores.
After the customer enters the store, consumer demand may be further activated. These users who came to the offline store from Xiaohongshu will print the pictures to Xiaohongshu after buying something, and then plant, weed, and plant The grass cycle turned through a live broadcast.
“The epidemicLove has brought a lot of impact to offline stores, and it also made us accidentally discover the ‘treasure’ of Xiaohongshu live broadcast. After that, we will continue to study how to do live broadcast in Xiaohongshu. “GiGi said.
In order to be able to communicate with users stably, Aloooooha Vintage and her personal creation number have been broadcast live at a fixed time every week.
Under the tide of “resuming work and resuming production” and boosting offline entities with online experience (consumption), Xiaohongshu ’s live broadcast cut-in is timely.
LV’s live show and grass-roots logic of the “three-dimensional community”
On March 26th, Louis Vuitton made a commercial live show in Xiaohongshu.
The live room is like a summer beach. There are short sleeves, cardigans, dresses, and leather bags hanging in the closet. There is a surfboard with a logo on it, silk scarves on the clothesline, and three or four lying on the ground. Double slippers.
All elements are marked with the “LV” logo. The current theme is LV’s summer collection bags and apparel series.
“I used to take photos of the sweet potatoes, and today I can take you around in reality.” On March 26th, fashion blogger Cheng Xiaoying went to the LV store in Shanghai Hang Lung Plaza via Xiaohongshu Enterprise said during a live broadcast.
The fashion blogger with 1 million followers ranks Xiaohongshu as “Star Potato”. That night, actor Zhong Chuxi also appeared in the live broadcast room. She wore LV’s new long T and shorts, and appeared in the live studio with her shawl and long hair, which added a little more affinity to the girl next door than in the TV footage.
Cheng Xiaoxi and Zhong Chuxi are in the broadcast room
“Pink girl heart, large capacity, keep all, card bag three-piece suit.” Zhong Chuxi took a pink bag and began to introduce to everyone.
Half an hour after the broadcast, “Louis Vuitton” ‘s live room topped Xiaohongshu’s “Live Hour List”.
This is the first live broadcast of the new season and new product introduction on the Internet platform since LV entered China.
E-commerce has been booming for nearly 20 years. Up to now, Hermès, LV, Gucci and other top luxury brands have not opened any clothing or bags on the e-commerce platform. LV entered the Chinese market in 1992 and did not open until 2018 China’s official mall.
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