Elephant there is a brand label in the

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Lower left corner of the experts note When the user clicks on the brand name it will jump to its official Xiaohongshu account This is one of the links for transactions within the Xiaohongshu site  It is worth noting that new consumer brands on Xiaohongshu focus more on CPC  search advertising while SME customers place more emphasis on actual conversion rates Looking back Xiaohongshu has been testing ecommerce since 2015 The first stage was a domestic bonded warehouse model but the scale of GMV was limited In 2016 they joined forces to build a thirdparty ecosystem and successively


invited Taobao merchants to settle in reducing selfoperated ecommerce USA Student Phone Number List investment In July 2021 live streaming will be promoted to bring goods and a month later a storeinone operating model will be proposed including brand merchant accounts personal brand merchant accounts and personal accounts in August 2021 Taobao external links will be cut to shorten content and transactions distance Finally WeChat takes action against Xiaohongshu Picture source  Zhihu The logic of Xiaohongshu community ecommerce is on the one hand attract traffic through good content and then convert the attracted traffic into brand exposure for





sales on the other hand attract user attention and then assist through store broadcasts or group chat tools Merchants conduct private domain operations However in 2022 ecommerce in the Xiaohongshu structure will be downgraded from the firstlevel department to the secondlevel department Community ecommerce has proposed a cake model internallythe bottom layer is infrastructure to connect communities and ecommerce and store broadcasting is the middle As for the cake KOLs are the candles on top of the cake Huxiu learned that after the adjustment the brand side mainly focuses on two dimensions of data when assessing the effectiveness of Xiaohongshus onsite.