It has characteristics but also has inherent limitations.

MDJalhokBabu

After the growth rate of live broadcast e-commerce slowed down, content-based live broadcast rooms have become a new trend. The first one was Oriental Selection, and now Douyin also has Che Che’s live broadcast room, which focuses on fashionable clothing, and Aya’s live broadcast room, which shares good things for the home. Shelf e-commerce companies, such as Taobao, are also increasing investment in content. The value of content in e-commerce seems to be increasing. However, there is a difference between the content produced by Xiaohongshu e-commerce and other e-commerce platforms, and there are also differences between Xiaohongshu’s handmade e-commerce and the anchors on other platforms. Conan describes the difference between Xiaohongshu buyers and traditional product-selling anchors like this, "Traditional product-selling originates from goods."

Whether it is the price competitiveness of the goods or the attributes of public demand, they are all included in it, but Xiaohongshu buyers Product selection “originates from user needs.” At present, there are three types of merchants participating in Xiaohongshu e-commerce: first, the host brand; second, mature brands that fit the tone of Xiaohongshu; third, ordinary small merchants that fit the tone of Xiaohongshu. Regardless of the above types of merchants, when doing business on Xiaohongshu, they rely heavily on the power of buyers. These goods are usually connected to consumers through buyers or managers with buying capabilities. Creating an account, sending notes, and interacting with users; finding buyers, doing live broadcasts, planting TG Number List seeds and preheating before broadcasting; and doing good store broadcasts are the three keys officially recommended for merchants to do business in Xiaohongshu. action. Buyers frame their fan base through content. In this process, content is very important, but people’s own sense of trust, screening mechanism, and sense of connection are more important. The ultimate value for buyers is to achieve accurate and efficient matching of people and goods. But not all categories require the “buyer” link to match people and goods. Only non-standard products need to reach consumers accurately through content and introduction by professionals. In non-standard categories, accurate matching of buyers can improve transaction efficiency. In other words, Xiaohongshu’s handmade e-commerce is only valuable for non-standard products.





At present, Xiaohongshu’s handmade e-commerce display shows more cases, which are also concentrated in non-standard categories such as clothing, accessories, and home furnishings. In non-standard categories that meet the needs of the Xiaohongshu community and people, the transaction efficiency of Xiaohongshu’s handmade e-commerce may be higher than that of algorithmic e-commerce. Some fashion brand merchants have told us that the repurchase rate of their products on Xiaohongshu is higher than that on Douyin. The merchant said that even if Douyin makes a very large number, such as tens or hundreds of millions a month, users may still not remember their brand and only know the category. Correspondingly, in the field of big brands with standard products and no more user education, bidding logic may be more effective. At the entire e-commerce level, Xiaohongshu’s handmade e-commerce has not brought revolutionary changes to the e-commerce industry based on the underlying logic of “people looking for goods” to “goods looking for people”. It is still Part of the community is still a subset of the existing comprehensive e-commerce platform. Through a form of trend leadership, it has cut off a part of its own share.