Chinese social media and e-commerce platform Xiaohongshu, also called RED or Little Red Book, is testing a livestreaming feature to drive user engagement and to boost its e-commerce business.The app, which specialises in fashion and beauty products, has enabled the feature for a select group of bloggers.These are chosen based on their ability to produce “valuable content,” the number of their followers, and the frequency with which they release new content, the company said.The number of testing livestreamers and their audiences is still low, a Xiaohongshu spokeswoman told TechNode.The company claims that this feature will increase user engagement and interaction by allowing livestreamers to have real-time communication with their fans.The move is in line with its self-positioning as a content community, adopting some of the rhetoric of social media platforms.
Failed anonymous chat app is pivoting to social shopping – South China Morning PostWhat happened: Toilet, an anonymous messaging app that launched in January, has rebranded itself as a social e-commerce platform.It’s also changed its name to Haoji.Similar to popular app Xiaohongshu, users can share photo or video reviews of various products.Users can also add purchase links to their posts.Why it’s important: Toilet launched roughly around the same time as two other apps which were spun as potential WeChat-killers: smartphone brand Smartisan’s Bullet Messenger and Duoshan, owned by valuable AI content startup Bytedance.
Douyin says it has more than 300 million MAU, but third-party data companies don’t agree.Xiaohongshu seems to be the place for females, but their content structure is rigid and it’s not really that social.Bilibili’s user base is almost all post-90s kids and younger, but brands and marketers hardly ever mention the platform.Where are China’s future consumers?The only thing we can agree on is that they’re definitely not outside!Digital Marketing: Finding China’s Youth, a panel discussion featured during TechNode’s Emerge conference, takes a hard look at the challenges and opportunities for brands and marketers in China’s ever-shifting digital landscape by answering these key questions:
China is known for following the innovations of other countries.Three or four years ago, it was common to hear startups pitch themselves as the Google, Facebook, Twitter, or [insert name of well-known Western tech company] of China.We hardly ever hear that phrase anymore.In fact, the Chinese market is less and less interested in what Silicon Valley has to offer.Companies like, Bytedance, and RED (aka Xiaohongshu) are building business models unique to China.Nowadays, many other developing markets are looking to China for insights into how to develop their business.
Sneaky tobacco ads show smoking as chic lifestyle – China DailyWhat happened: A report by the Beijing Center for Disease Prevention and Control released Monday revealed 51,800 tobacco promotions spread out across 14 online platforms in the first half of 2018.Many of them circumvented a 2016 law against online tobacco ads by integrating the content into lifestyle posts.Social shopping review site Xiaohongshu alone contained 90,000 references to tobacco, some of which referred to specific products or purchase methods.Microblogging site Weibo, however, had the most disguised tobacco ads by far, making up 80% of all uncovered posts.Why it’s important: The deputy director of Beijing’s CDC pointed out that the majority of users for certain platforms, including Xiaohongshu, are women, potentially putting female online users at more risk of targeted advertising.
This article is from an episode on Asia VC Cast, a podcast hosted by Daniel Song.For the full interview, go here.Sonat Yalcinkaya is the founder and CEO of Soyaka AI, creator of Shox, a social commerce app powered by artificial intelligence – similar to China’s Xiaohongshu and Mogujie.Prior to starting Soyaka AI, Yalcinkaya was head of global ecommerce for Midea Group between 2015 and 2018.He was also an Amazon key account manager for Philips.Most of my professional career is made up of more than eight years in ecommerce, working at Fortune 500 companies.
What happened: Domestic tech firms made up 15 of LinkedIn China’s Top-25 Companies list in 2019, compiled based on feedback from the site’s 40 million users in China, an increase from the eight seen in 2018.Alibaba was again crowned as the most sought-after employer, with Baidu and Bytedance replacing Amazon and Apple for second and third place, respectively.Other tech companies that made it to the top include Nio, Didi, Huawei, and Meituan Dianping.New to the list this year include Tencent, JD, Didi, Ant Financial, Kwai, and Xiaohongshu.Why it’s important: Chinese tech giants are increasingly popular employers, highlighting the country’s quickly evolving tech scene.The internet and technology industry, widely known in China for its high salaries, paid some of the highest bonuses with an average year-end additional compensation of RMB 8,801 (around $1,311) in 2017.
E-commerce platform Xiaohongshu, also called RED or Little Red Book, is cracking down on online sellers offering to boost views and fan counts after reports from users.For Xiaohongshu fraud allegations, if unaddressed, could prove especially harmful.The largely for females social platform is centered on product reviews and recommendations posted by users.The site and app previously required bloggers to label all promotional posts, and limit paid content to one in five posts at most.Commercial content that goes unlabeled “won’t be recommended in search results,” the site post says.According to a RED representative, the site’s anti-fraud team employs machine learning as well as live humans to detect rule-breaking.
What happened: Chinese e-commerce and social media platform Xiaohongshu, known as RED, is reportedly working on a social e-commerce mini-program on WeChat.The application, Xiaohongdian, has a product catalog of only 11 food items, including Sichuan-style rice noodles and dried bean curd.Group buyers will receive discounts for regularly priced items rather than cash rewards, which are offered on other platforms including Pinduoduo, after sharing with WeChat friends.The invitation-only beta version is currently being tested, and the company did not specify a timeline for the launch.Why it’s important: Originally a social network for fashion and beauty products that was launched in 2013, Xiaohongshu is looking to shift into an online shopping platform.It raised $300 million in a Series D led by Alibaba in May.
In China’s e-commerce battle for beauty, youngsters in the country’s smaller cities and towns represent an increasingly alluring market.That’s according to a report released Monday by Alibaba’s Tmall and retail market research company Kantar Worldpanel, which highlighted that demographic as one of four appealing segments.For businesses wanting to stay ahead of industry change and develop products for tomorrow, it’s crucial to capture the interests and attention of consumer groups that promise the highest and longest term growth.Success stories in locking China’s booming post-80 and post-90 groups were abundant over the past few years from video streaming giant Bilibili to e-commerce and social networking platform Little Red Book, also known as Xiaohongshu.But now new trends are emerging that also require beauty marketers—and those trying to sell other consumer products and services—attention.The total spend of China’s 220 billion youth population—aged between 20 to 35 years old—on beauty products, including cosmetics and skin care products, is more than RMB 518 billion ($77 billion).
E-commerce and social networking platform Little Red Book, also known as Xiaohongshu, has taken a step towards encouraging partnerships between company brands and key opinion leaders (KOLs).The app recently opened a platform for verified brands and KOLs to search for and find each other, 36kr reports (in Chinese).The platform also incorporates multi-channel networks (MCNs), which contact influential content creators on behalf of brands in order to increase popularity across multiple platforms.Companies and MCNs can now find influencers by searching content tags and view statistics such as a content creators’ fan count, number of likes, average hits over the past 30 days, and average number of comments per post.Little Red Book, which is best known for its fashion and cosmetics reviews, has around 8,000 verified brands and 4,800 influencers.A user needs to have 1,000 fans to apply to become a “brand partner.”
It’s Instagram and Pinterest sprinkled with a dose of Taobao.China’s cross-border social shopping platform Xiaohongshu (XHS) has been rising fast since its founding five years ago, attracting investors such as Tencent and securing its latest $300 million Series D round of funding from investors including Alibaba.XHS, however, is different than another famous Chinese social e-commerce site Pinduoduo that targets bargain hunters and penny pinchers.This style-obsessed platform has carved up a special niche in the heart of 100 million of China’s young, middle-class, and mostly female consumers.“XHS is not a cross-border e-commerce platform, it’s a product search engine,” according to Lauren Hallanan, Chinese social media expert, VP of Live Streaming at The Meet Group and an XHS influencer.Hallanan talked about the secrets of cracking this platform together with Miro Li, co-founder of e-commerce marketing and branding agency Double V. specializing in XHS, at TechNode’s event in Beijing this week dedicated to the platform.
Few investors have as deep a knowledge of the U.S. and Chinese markets as Hans Tung.For over a decade the prodigious investor (now with GGV Capital) has been racking up the miles on flights between San Francisco, Shanghai, Los Angeles, Beijing, and New York in search of startups that can span the Pacific divide as readily as he does.Over time, that’s led to a portfolio that includes Sino-American sweetheart deals in companies like the multi-billion dollar retailer, Wish; the recently acquired social media sensation; and the Shanghai social and recommendation service Xiaohongshu; along with U.S.-centric investments like OfferUp and Poshmark.On stage at Disrupt, Tung will be joined by Yi Wang, the founder of the artificial intelligence-powered education Chinese education dynamo, LingoChamp (Liulishuo), to discuss the technologies and techniques that continue to power a cross-border technology revolution even in tumultuous times.There could be no better pairing to lead us along the path that winds from the glass and steel campuses of Silicon Valley to the glass and steel office towers of Beijing’s technology parks.Join us to hear how artificial intelligence is drawing investment dollars on both sides of the Pacific, and how companies are bridging the political divide with compelling new technologies.
What happened: Dianping apologized on Monday after Alibaba-backed lifestyle platform Xiaohongshu accused the company of stealing some one million posts of content from the latter.The posts shared on Xiaohongshu were synced to Dianping without users’ permission.The platform removed the content and has come up with technical tools to stop plagiarism.Why it’s important: Chinese netizens are increasingly concerned about their privacy being breached by internet giants.Several widely-discussed data sharing gaffes involve big titles like Tencent, Tencent and Alipay.Baidu CEO Robin Li said this March that Chinese consumers are willing to trade privacy for convenience and efficiency.
“I’ve been looking for waterproof eyeliner for a while but I can’t find a good one.Eretailers are struggling to win the hearts of sophisticated young Chinese consumers right now and it seemed that Xiaohongshu was standing out from the crowd.With this in mind, I began to look into Xiaohongshu’s business model and realized that it’s a great platform for foreign beauty brands that are targeting young Chinese women.It was founded in 2013 to create a community where users could find recommendations about foreign fashion and cosmetics.In terms of user demographics, Xiaohongshu’s co-founder and CEO Mao Wenchao revealed in 2015 that 70 to 80 percent of the site’s users are female and more than 50 percent of Xiaohongshu’s users are students and office ladies from 18-35, living in first and second-tier cities.In addition, every customer on Xiaohongshu makes three orders per month on average.
WalktheChat specializes in helping foreign organizations access the Chinese market through WeChat, the largest social network on the mainland.And, just as important, how does Dee Hsu (that hilarious Taiwanese TV host more commonly known as Xiao S or Little S) achieve the look of a V-shaped face?You must have seen Chinese actor Hu Ge on those Emporio Armani billboards around town, looking all styled up and retouched.The app is often used when a user is investigating a new cosmetic product they would like to try, and are curious about the experience of other customers.While on a business trip to Hong Kong, Xiaohongshu would point me to food, experiences or shopping opportunities around me.Essentially, it was just a content sharing platform, targeting Chinese shoppers’ unmet desire of discovering and sharing shopping experiences.
Lifestyle and community e-commerce platform Xiaohongshu (小红书) has completed its Alibaba-led Series D worth $300 million, with a valuation of $3 billion, local media is reporting.Both new and old investors took part in the round, which also includes Jinshajiang Venture Capital, Tencent Investment, Jiyuan Capital, Yuansheng Capital, Tiantu Investment, Zhenwen Fund, and K11 Zheng Zhigang.The company will use the funds to expand its team, improve its technology, and grow its user base.Xiaohongshu was founded in 2013 and currently has more than 100 million users and 30 million monthly active users (MAU), most of whom were born in the 90s.It allows users to share short videos and photos focussing on beauty, fashion, food, travel, and entertainment.The founder of the company broke the news to employees in an internal letter, saying the company had built a virtual city that belongs to its users.
It s hard to be the smartest shopper paying the right price for items.When considering to buy a luxury item, there are millions of merchant stores in the world, both online and offline and fragmented data points about the price.A Shanghai-based company is appealing to price-savvy customers who want to purchase luxury items at the lowest price as well as to learn more about the price fluctuation on different locations.LUXSENS profiles product information on a centralized platform with their real-time pricing and inventory system.The team possesses the technology related to neural networks and uses a deep learning algorithm to map the prices and attributes of products automatically.Their luxury e-commerce platform runs on their WeChat account, where customers can either order the product online or purchase the item on-site by traveling abroad.LUXSENS takes 10% commission for online purchases and 5% commission for items reserved and bought in-store.Kenny Au, founder and CEO of LUXSENS, did not mention sales figures but did reveal that the company had sold six Hermes Birkin bags which costs 60,000 to 90,000 RMB, in less than two months.In the next five years, prices will be more transparent than ever, shoppers will continue to be very rational via the best content that internet companies can bring to them.