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2021-07-16

Scared by DiDi

Market news: Chinese startup Xiaohongshu is reported to suspend its listing in the United States

7月16日，市场消息：中国初创公司小红书据悉将暂停在美国上市；小红书据悉与顾问商议IPO方案。估值50亿美元的“种草”社区，小红书的商业化迷途近日，小红书上市的消息频频传出，吸引了外界的众多关注。

Market news: Chinese startup Xiaohongshu is reported to suspend its listing in the United States

Disclaimer: Investing carries risk. This is not financial advice. The above content should not be regarded as an offer, recommendation, or solicitation on acquiring or disposing of any financial products, any associated discussions, comments, or posts by author or other users should not be considered as such either. It is solely for general information purpose only, which does not consider your own investment objectives, financial situations or needs. TTM assumes no responsibility or warranty for the accuracy and completeness of the information, investors should do their own research and may seek professional advice before investing.

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{"i18n":{"language":"en_US"},"data":{"magic":2,"id":170911328,"tweetId":"170911328","gmtCreate":1626399227764,"gmtModify":1703759364907,"author":{"id":3581757303005744,"idStr":"3581757303005744","authorId":3581757303005744,"authorIdStr":"3581757303005744","name":"PTdudu","avatar":"https://static.tigerbbs.com/9476e0bb1514fa0fd9abee038060fdb8","vip":1,"userType":1,"introduction":"","boolIsFan":false,"boolIsHead":false,"crmLevel":1,"crmLevelSwitch":0,"individualDisplayBadges":[],"fanSize":3,"starInvestorFlag":false},"themes":[],"images":[],"coverImages":[],"extraTitle":"","html":"<html><head></head><body>Scared by DiDi&nbsp;</body></html>","htmlText":"<html><head></head><body>Scared by DiDi&nbsp;</body></html>","text":"Scared by DiDi","highlighted":1,"essential":1,"paper":1,"likeSize":3,"commentSize":0,"repostSize":0,"favoriteSize":0,"link":"https://ttm.financial/post/170911328","repostId":1158010074,"repostType":4,"repost":{"id":"1158010074","kind":"news","weMediaInfo":{"introduction":"为用户提供金融资讯、行情、数据，旨在帮助投资者理解世界，做投资决策。","home_visible":1,"media_name":"老虎资讯综合","id":"102","head_image":"https://static.tigerbbs.com/8274c5b9d4c2852bfb1c4d6ce16c68ba"},"pubTimestamp":1626399166,"share":"https://ttm.financial/m/news/1158010074?lang=en_US&edition=fundamental","pubTime":"2021-07-16 09:32","market":"other","language":"zh","title":"Market news: Chinese startup Xiaohongshu is reported to suspend its listing in the United States","url":"https://stock-news.laohu8.com/highlight/detail?id=1158010074","media":"老虎资讯综合","summary":"7月16日，市场消息：中国初创公司小红书据悉将暂停在美国上市；小红书据悉与顾问商议IPO方案。\n估值50亿美元的“种草”社区，小红书的商业化迷途\n近日，小红书上市的消息频频传出，吸引了外界的众多关注。","content":"July 16, market news: Chinese startup Xiaohongshu is reported to suspend its listing in the United States; Xiaohongshu is reported to be discussing the IPO plan with consultants.A \"grass-planting\" community with a valuation of US $5 billion, Xiaohongshu's commercialization is lostRecently, the news of Xiaohongshu's listing has spread frequently, attracting a lot of attention from the outside world.This young lifestyle sharing platform, founded in 2013, has gained over 300 million users in just six years, mainly aged 18-34, mainly female users, accounting for more than 90%.Since its establishment, Xiaohongshu's vigorous development has attracted the favor of the capital market, and has successively won<a href=\"https://laohu8.com/S/00700\">Tencent</a>、<a href=\"https://laohu8.com/S/BABA\">Alibaba</a>Waiting for the investment of Internet giants, in March 2020, Xiaohongshu conducted Series E financing, and the company's valuation reached US $5 billion, becoming one of the leading communities in China.According to Analysys data, as of February 2021, Xiaohongshu has 138 million monthly active users. Compared with January 2020, Xiaohongshu's monthly active users have increased by more than 70%.In addition to the growth of users, at the same time, in terms of content, pan-knowledge, travel, food, knowledge and other content are also developing and growing in Xiaohongshu, and are no longer just beauty makeup in inherent cognition.From \"finding good things from all over the world\" to \"marking my life\", from single beauty to pan-life, Xiaohongshu has already gone a long way. Regardless of the growth of users and content, Xiaohongshu is accelerating to break through the circle, but the competition in the capital market ultimately depends on strength. On the path of traffic realization and commercialization, Xiaohongshu still has problems that need to be further solved.1. The growth history of the \"grass planting\" communityAt the earliest, Xiaohongshu entered the user's field of vision as a UGC (\"User Generated Content\", that is, user-originated content) shopping note sharing community. Aiming at female users who love outbound travel and shopping value, especially white-collar workers in first-and second-tier cities., According to Tianyancha information, Xingyin Information Technology (Shanghai) Co., Ltd., where Xiaohongshu is located, has a registered capital of 1 million yuan. It was established in June 2013, and its founders are Mao Wenchao and Qu Fang.At the end of the same year, the \"Xiaohongshu Shopping Notes\" App was launched. According to the data at that time, since its launch in the Apple Store, the number of logged-in users has increased to hundreds of thousands, and it has gained a large number of loyal fans in a short period of time.In 2014, Xiaohongshu's e-commerce business began to develop its strength. The cross-border e-commerce platform \"Welfare Society\" was launched, and Xiaohongshu launched the \"Welfare Society\" to collect the most reputable overseas products and sell them to users in the form of self-operated e-commerce, thus beginning to transform into community-based e-commerce. According to media reports, with zero advertising, the sales of Xiaohongshu Welfare Society exceeded 200 million in half a year.By June 2015, Xiaohongshu App ranked 4th in the overall App Store list and 2nd in the life category list, with a user base of 15 million.In 2017, the cross-border e-commerce industry as a whole declined, and Xiaohongshu began to transform, from an overseas shopping e-commerce community to a life sharing community.From shopping strategies to information sharing communities to \"community + e-commerce\" platforms, Xiaohongshu's ecological chain continues to show a rich trend, involving a wider range of scenes, such as beauty, sports, study, travel, food, etc., covering almost all aspects of life.At the same time, the development path of Xiaohongshu's star effect blessing has become clearer. A wave of celebrities bringing goods has quietly become popular, and it has also brought a lot of traffic to the platform.According to relevant statistics, as of May 9, 2021, Xiaohongshu has a total of 1,301 certified artist homepages, and Xiaohongshu platform has established a new platform image because of the star and KOLs that have settled in.Looking back at the growth history of Xiaohongshu, Xiaohongshu has entered its 8th year and has experienced a total of 6 rounds of financing. As Xiaohongshu frequently receives star capital investment, the outside world's valuation of Xiaohongshu has also risen. According to media sources, Xiaohongshu's valuation may have exceeded US $10 billion.Xiaohongshu has a strong consumption attribute. The community culture of \"planting grass\" gives birth to users' consumption demand and realizes the transformation of community content into e-commerce traffic.With capital blessing and rising valuations, Xiaohongshu is also constantly making new attempts around traffic layout.2. Traffic marketing of \"National Grass Planter\"As a sharing community platform for young people, Xiaohongshu is known as the \"national grass planter\".According to<a href=\"https://laohu8.com/S/000750\">Guohai Securities</a>According to the research report, Xiaohongshu's profit mainly comes from four parts, namely KOL/KOC (key opinion leaders and key opinion consumers) planting grass and bringing goods, membership system, e-commerce live broadcast, and advertising revenue.Seeking KOL cooperation is one of the main ways of brand marketing at present. The KOL group has developed rapidly, and KOL marketing on major social media platforms has been generally recognized by the market, among which Xiaohongshu has made outstanding achievements. As of September 2020, Xiaohongshu's active KOLs (4 or more updates per week) have exceeded 100,000, and some KOLs have entered the daily update stage.At the beginning of the rise of the concept of KOC, due to changes in social media and marketing methods, consumers began to be willing to be \"planted\" by people around them. With the blessing of live broadcast and social networking, KOC began to be given more meanings. KOC itself is a user, and it can influence other users through empathy, plant grass for users, and let users take the initiative to pay.\"The first stock of Xiaohongshu's new brand\"-Perfect Diary is to shorten the distance with passers-by through the continuous long-term launch of Xiaohongshu KOL and KOC, gain consumers' favorable impression of product brands, and increase the number of passers-by to fans Then to the conversion of consumers, the rapid increase of product sales and brand awareness, successfully entering the \"100 million yuan club\" and becoming the number one in the beauty category.Another profit point of Xiaohongshu comes from the membership system. Members have set a total of three prices: 199 yuan annual card, 55 yuan quarterly card, and 19.9 yuan monthly card. Obviously, from the overall price point of view, the 199 yuan annual card is equivalent to only 16.5 yuan per month, which is more suitable for users who have been using Xiaohongshu for long-term shopping.Generally speaking, members and e-commerce are developed in conjunction with each other. If the volume of shopping malls cannot be increased, it will be difficult for members to obtain more benefits from ecological enrichment.In addition to the membership system, which is the direct income of the platform, Xiaohongshu makes profits by drawing commissions for the other three items. E-commerce and advertising are the main sources of income for the platform.Since 2019, Xiaohongshu has begun to deploy live broadcast e-commerce, preparing to accelerate its live broadcast process.Xiaohongshu currently has three live broadcast entrances. One is at the top of the \"Follow\" page on the homepage, which will display the live broadcast of the people that users follow; Second, on the \"Discovery\" page of the homepage, the second column below is the live broadcast; The third is to search for \"Xiaohongshu Live\" in the search bar, and the entrance of the live broadcast square will appear.As a life sharing community, Xiaohongshu Live Broadcast has interactive live broadcasts in addition to live broadcasts with goods. However, in the live broadcast square, Xiaohongshu's live broadcast and interactive live broadcast are mixed together, and there is no classification, and there is no category division for live broadcast, and various contents are intertwined and complicated.It can be seen that Xiaohongshu has not yet effectively planned and screened the live broadcast content. The content system is complex, and the support for live broadcast delivery is not enough.In April 2020, Xiaohongshu launched a 10 billion traffic increase plan, of which 5 billion was used to support video creators. It can also be seen that Xiaohongshu is still mainly based on video content, and live broadcasts are still in a secondary position. Under the trend of live broadcast, the situation of Xiaohongshu live broadcast is undoubtedly embarrassing.With Taobao, Kuaishou,<a href=\"https://laohu8.com/S/DYIN\">Douyin</a>Xiaohongshu, which mainly relies on traditional graphic information advertisements to attract traffic, has gradually been left behind. Obviously, over-reliance on the revenue of information flow advertising has also caused it to miss the opportunity of live streaming, which has fettered the development process of Xiaohongshu's live streaming business.Facts have proved that in the era of traffic, only pioneers can win time and market.How to establish a closed loop of e-commerce, maximize the efficiency of traffic for your own use, and how to realize commercial realization, these still seem to be the difficult problems that plague the development of Xiaohongshu.3. The path to commercialization is lostWhen the platform has enough users and traffic, it is necessary to explore the road of commercialization.Compared with other content communities, although Xiaohongshu does not have an extremely entangled game between content communities and commercial monetization, like other content platforms, it also faces the embarrassing situation of user experience and commercial monetization.From the monetization port, although Xiaohongshu has a strong \"grass-planting attribute\", users may not spend on Xiaohongshu after the generation of consumer demand. Some users plant grass on Xiaohongshu and then open Taobao for shopping.Xiaohongshu's e-commerce business is also not satisfactory. In order to establish a closed loop of e-commerce, Xiaohongshu tried to launch its own beauty and home furnishing brand \"Youguang REDelight\", a new retail offline store \"RED Home\", and an online social e-commerce company \"Xiaohongdian\". However, this series of actions did not cause much splash, and its own brand \"Youguang Life Museum\" even heard voices of team dissolution and store closure. It can be described as hitting a wall everywhere.In addition to the difficulties in realizing traffic, Xiaohongshu, as a content community platform, has increased in the number of users in recent years, and some negative information such as product quality problems, fake notes, false advertisements, and the prevalence of showing off wealth has also followed. There have even been various wild illegal operations such as \"pornography\" and \"black medical beauty\". This directly affects the platform authenticity and credibility of the Xiaohongshu community.In July 2019, Xiaohongshu was asked by the regulatory authorities to conduct self-examination, and it was removed from major app stores for more than two months. It was suspected that it was caused by content violations.As early as March 2019, Xiaohongshu appeared on Weibo's hot search topic with the topic of # Xiaohongshu writes 50 articles on behalf of #. Community ecology.In November 2020, Xiaohongshu fell into the \"pornography\" controversy again. At the same time, a trend of showing off wealth became popular in Xiaohongshu. There was a saying circulating in the market: \"There are tens of millions of richest people in the world, and half of them are in Xiaohongshu.\"Xiaohongshu quickly denied it, and then officially launched a special crackdown to rectify bad information such as \"showing off wealth\" and \"vulgar soft pornography\" on the platform. Within 10 days after the launch of the special action, nearly 1,000 illegal notes were removed from the shelves, and nearly 200 related accounts were punished.In addition, data brushing has become the norm, counterfeiting is rampant, a large amount of user privacy information has been leaked, commercialization attempts have encountered difficulties, delays in making profits, and performance has not met expectations... All these negative public opinions have pushed Xiaohongshu to the forefront.What is certain is that after the explosive growth of users and platform scale, how to better weigh the relationship between content ecology and business layout seems to be a problem that Xiaohongshu needs to further solve.In the capital market, bilibili, Kuaishou, Douyin,<a href=\"https://laohu8.com/S/ZH\">Zhihu</a>When large community households flourish, the market competition Xiaohongshu will face in the future will become increasingly fierce.","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>Market news: Chinese startup Xiaohongshu is reported to suspend its listing in the United States</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; 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Xiaohongshu is reported to be discussing the IPO plan with consultants.A \"grass-planting\" community with a valuation of US $5 billion, Xiaohongshu's commercialization is lostRecently, the news of Xiaohongshu's listing has spread frequently, attracting a lot of attention from the outside world.This young lifestyle sharing platform, founded in 2013, has gained over 300 million users in just six years, mainly aged 18-34, mainly female users, accounting for more than 90%.Since its establishment, Xiaohongshu's vigorous development has attracted the favor of the capital market, and has successively won<a href=\"https://laohu8.com/S/00700\">Tencent</a>、<a href=\"https://laohu8.com/S/BABA\">Alibaba</a>Waiting for the investment of Internet giants, in March 2020, Xiaohongshu conducted Series E financing, and the company's valuation reached US $5 billion, becoming one of the leading communities in China.According to Analysys data, as of February 2021, Xiaohongshu has 138 million monthly active users. Compared with January 2020, Xiaohongshu's monthly active users have increased by more than 70%.In addition to the growth of users, at the same time, in terms of content, pan-knowledge, travel, food, knowledge and other content are also developing and growing in Xiaohongshu, and are no longer just beauty makeup in inherent cognition.From \"finding good things from all over the world\" to \"marking my life\", from single beauty to pan-life, Xiaohongshu has already gone a long way. Regardless of the growth of users and content, Xiaohongshu is accelerating to break through the circle, but the competition in the capital market ultimately depends on strength. On the path of traffic realization and commercialization, Xiaohongshu still has problems that need to be further solved.1. The growth history of the \"grass planting\" communityAt the earliest, Xiaohongshu entered the user's field of vision as a UGC (\"User Generated Content\", that is, user-originated content) shopping note sharing community. Aiming at female users who love outbound travel and shopping value, especially white-collar workers in first-and second-tier cities., According to Tianyancha information, Xingyin Information Technology (Shanghai) Co., Ltd., where Xiaohongshu is located, has a registered capital of 1 million yuan. It was established in June 2013, and its founders are Mao Wenchao and Qu Fang.At the end of the same year, the \"Xiaohongshu Shopping Notes\" App was launched. According to the data at that time, since its launch in the Apple Store, the number of logged-in users has increased to hundreds of thousands, and it has gained a large number of loyal fans in a short period of time.In 2014, Xiaohongshu's e-commerce business began to develop its strength. The cross-border e-commerce platform \"Welfare Society\" was launched, and Xiaohongshu launched the \"Welfare Society\" to collect the most reputable overseas products and sell them to users in the form of self-operated e-commerce, thus beginning to transform into community-based e-commerce. According to media reports, with zero advertising, the sales of Xiaohongshu Welfare Society exceeded 200 million in half a year.By June 2015, Xiaohongshu App ranked 4th in the overall App Store list and 2nd in the life category list, with a user base of 15 million.In 2017, the cross-border e-commerce industry as a whole declined, and Xiaohongshu began to transform, from an overseas shopping e-commerce community to a life sharing community.From shopping strategies to information sharing communities to \"community + e-commerce\" platforms, Xiaohongshu's ecological chain continues to show a rich trend, involving a wider range of scenes, such as beauty, sports, study, travel, food, etc., covering almost all aspects of life.At the same time, the development path of Xiaohongshu's star effect blessing has become clearer. A wave of celebrities bringing goods has quietly become popular, and it has also brought a lot of traffic to the platform.According to relevant statistics, as of May 9, 2021, Xiaohongshu has a total of 1,301 certified artist homepages, and Xiaohongshu platform has established a new platform image because of the star and KOLs that have settled in.Looking back at the growth history of Xiaohongshu, Xiaohongshu has entered its 8th year and has experienced a total of 6 rounds of financing. As Xiaohongshu frequently receives star capital investment, the outside world's valuation of Xiaohongshu has also risen. According to media sources, Xiaohongshu's valuation may have exceeded US $10 billion.Xiaohongshu has a strong consumption attribute. The community culture of \"planting grass\" gives birth to users' consumption demand and realizes the transformation of community content into e-commerce traffic.With capital blessing and rising valuations, Xiaohongshu is also constantly making new attempts around traffic layout.2. Traffic marketing of \"National Grass Planter\"As a sharing community platform for young people, Xiaohongshu is known as the \"national grass planter\".According to<a href=\"https://laohu8.com/S/000750\">Guohai Securities</a>According to the research report, Xiaohongshu's profit mainly comes from four parts, namely KOL/KOC (key opinion leaders and key opinion consumers) planting grass and bringing goods, membership system, e-commerce live broadcast, and advertising revenue.Seeking KOL cooperation is one of the main ways of brand marketing at present. The KOL group has developed rapidly, and KOL marketing on major social media platforms has been generally recognized by the market, among which Xiaohongshu has made outstanding achievements. As of September 2020, Xiaohongshu's active KOLs (4 or more updates per week) have exceeded 100,000, and some KOLs have entered the daily update stage.At the beginning of the rise of the concept of KOC, due to changes in social media and marketing methods, consumers began to be willing to be \"planted\" by people around them. With the blessing of live broadcast and social networking, KOC began to be given more meanings. KOC itself is a user, and it can influence other users through empathy, plant grass for users, and let users take the initiative to pay.\"The first stock of Xiaohongshu's new brand\"-Perfect Diary is to shorten the distance with passers-by through the continuous long-term launch of Xiaohongshu KOL and KOC, gain consumers' favorable impression of product brands, and increase the number of passers-by to fans Then to the conversion of consumers, the rapid increase of product sales and brand awareness, successfully entering the \"100 million yuan club\" and becoming the number one in the beauty category.Another profit point of Xiaohongshu comes from the membership system. Members have set a total of three prices: 199 yuan annual card, 55 yuan quarterly card, and 19.9 yuan monthly card. Obviously, from the overall price point of view, the 199 yuan annual card is equivalent to only 16.5 yuan per month, which is more suitable for users who have been using Xiaohongshu for long-term shopping.Generally speaking, members and e-commerce are developed in conjunction with each other. If the volume of shopping malls cannot be increased, it will be difficult for members to obtain more benefits from ecological enrichment.In addition to the membership system, which is the direct income of the platform, Xiaohongshu makes profits by drawing commissions for the other three items. E-commerce and advertising are the main sources of income for the platform.Since 2019, Xiaohongshu has begun to deploy live broadcast e-commerce, preparing to accelerate its live broadcast process.Xiaohongshu currently has three live broadcast entrances. One is at the top of the \"Follow\" page on the homepage, which will display the live broadcast of the people that users follow; Second, on the \"Discovery\" page of the homepage, the second column below is the live broadcast; The third is to search for \"Xiaohongshu Live\" in the search bar, and the entrance of the live broadcast square will appear.As a life sharing community, Xiaohongshu Live Broadcast has interactive live broadcasts in addition to live broadcasts with goods. However, in the live broadcast square, Xiaohongshu's live broadcast and interactive live broadcast are mixed together, and there is no classification, and there is no category division for live broadcast, and various contents are intertwined and complicated.It can be seen that Xiaohongshu has not yet effectively planned and screened the live broadcast content. The content system is complex, and the support for live broadcast delivery is not enough.In April 2020, Xiaohongshu launched a 10 billion traffic increase plan, of which 5 billion was used to support video creators. It can also be seen that Xiaohongshu is still mainly based on video content, and live broadcasts are still in a secondary position. Under the trend of live broadcast, the situation of Xiaohongshu live broadcast is undoubtedly embarrassing.With Taobao, Kuaishou,<a href=\"https://laohu8.com/S/DYIN\">Douyin</a>Xiaohongshu, which mainly relies on traditional graphic information advertisements to attract traffic, has gradually been left behind. Obviously, over-reliance on the revenue of information flow advertising has also caused it to miss the opportunity of live streaming, which has fettered the development process of Xiaohongshu's live streaming business.Facts have proved that in the era of traffic, only pioneers can win time and market.How to establish a closed loop of e-commerce, maximize the efficiency of traffic for your own use, and how to realize commercial realization, these still seem to be the difficult problems that plague the development of Xiaohongshu.3. The path to commercialization is lostWhen the platform has enough users and traffic, it is necessary to explore the road of commercialization.Compared with other content communities, although Xiaohongshu does not have an extremely entangled game between content communities and commercial monetization, like other content platforms, it also faces the embarrassing situation of user experience and commercial monetization.From the monetization port, although Xiaohongshu has a strong \"grass-planting attribute\", users may not spend on Xiaohongshu after the generation of consumer demand. Some users plant grass on Xiaohongshu and then open Taobao for shopping.Xiaohongshu's e-commerce business is also not satisfactory. In order to establish a closed loop of e-commerce, Xiaohongshu tried to launch its own beauty and home furnishing brand \"Youguang REDelight\", a new retail offline store \"RED Home\", and an online social e-commerce company \"Xiaohongdian\". However, this series of actions did not cause much splash, and its own brand \"Youguang Life Museum\" even heard voices of team dissolution and store closure. It can be described as hitting a wall everywhere.In addition to the difficulties in realizing traffic, Xiaohongshu, as a content community platform, has increased in the number of users in recent years, and some negative information such as product quality problems, fake notes, false advertisements, and the prevalence of showing off wealth has also followed. There have even been various wild illegal operations such as \"pornography\" and \"black medical beauty\". This directly affects the platform authenticity and credibility of the Xiaohongshu community.In July 2019, Xiaohongshu was asked by the regulatory authorities to conduct self-examination, and it was removed from major app stores for more than two months. It was suspected that it was caused by content violations.As early as March 2019, Xiaohongshu appeared on Weibo's hot search topic with the topic of # Xiaohongshu writes 50 articles on behalf of #. Community ecology.In November 2020, Xiaohongshu fell into the \"pornography\" controversy again. At the same time, a trend of showing off wealth became popular in Xiaohongshu. There was a saying circulating in the market: \"There are tens of millions of richest people in the world, and half of them are in Xiaohongshu.\"Xiaohongshu quickly denied it, and then officially launched a special crackdown to rectify bad information such as \"showing off wealth\" and \"vulgar soft pornography\" on the platform. Within 10 days after the launch of the special action, nearly 1,000 illegal notes were removed from the shelves, and nearly 200 related accounts were punished.In addition, data brushing has become the norm, counterfeiting is rampant, a large amount of user privacy information has been leaked, commercialization attempts have encountered difficulties, delays in making profits, and performance has not met expectations... All these negative public opinions have pushed Xiaohongshu to the forefront.What is certain is that after the explosive growth of users and platform scale, how to better weigh the relationship between content ecology and business layout seems to be a problem that Xiaohongshu needs to further solve.In the capital market, bilibili, Kuaishou, Douyin,<a href=\"https://laohu8.com/S/ZH\">Zhihu</a>When large community households flourish, the market competition Xiaohongshu will face in the future will become increasingly fierce.\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/1534f3f9a47817db7d9ed2e6fe219254","relate_stocks":{},"is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1158010074","content_text":"7月16日，市场消息：中国初创公司小红书据悉将暂停在美国上市；小红书据悉与顾问商议IPO方案。\n估值50亿美元的“种草”社区，小红书的商业化迷途\n近日，小红书上市的消息频频传出，吸引了外界的众多关注。\n这个成立于2013年的年轻生活方式分享平台，以异军突起的姿态，在短短的六年时间，就收获了超3亿用户，年龄主要集中在18-34 岁，以女性用户为主，占比超过九成。\n自成立至今，小红书的蓬勃发展吸引了资本市场的青睐，接连获得腾讯、阿里巴巴等互联网大佬投资，2020年3月，小红书进行了E轮融资，公司估值到达了50亿美元，成为国内的头部社区之一。\n据易观数据显示，截止2021年2月，小红书月活1.38亿，与2020年1月时相比，小红书的月活增长超过70%。\n除了用户的增长，与此同时在内容上，泛知识类、旅行、美食、知识等内容也在小红书发展壮大，而不再只是固有认知中的美妆。\n从“找到全世界的好东西”到“标记我的生活”，从单一美妆到泛生活，小红书早已走出很远。无论从用户和内容的增长，小红书正在加速破圈，但资本市场的竞争最后还是要靠实力说话，在流量变现与商业化路径上，小红书还有需要进一步解决的问题。\n一、“种草”社区的成长史\n最早小红书是作为一个UGC(“User Generated Content”，即用户原创内容)购物笔记分享社区进入用户视野的 。瞄准的是爱好出境游和购物价值的女性用户，尤其是一二线城市的白领。、据天眼查信息显示，小红书所在的行吟信息科技（上海）有限公司，其注册资本为100万元人民币，2013年6月成立，创始人为毛文超和瞿芳。\n同年年底，“小红书购物笔记”App上线，据当时数据显示，其在Apple Store上线以来，登录用户数增长至数十万，在短时间内收获了大批忠实粉丝。\n2014年，小红书的电商业务开始发力。上线了跨境电商平台“福利社”，小红书上线“福利社”，采集那些口碑最盛的境外商品，以自营电商的方式卖给用户，由此开始向社区型电商转型。有媒体报道，在零广告情况下，小红书福利社半年时间内销售额突破2亿。\n到2015年6月，小红书App登上了App Store总榜第4，生活类榜第2的位置，用户规模达到1500万。\n2017年，跨境电商行业整体走低，小红书开始转型，从一个海淘购物电商社区变成一个生活分享社区。\n从购物攻略到信息分享社区到“社区+电商”平台，小红书的生态链不断呈现出丰富态势，涉及的场景也更加广泛，比如美妆、运动、学习、旅行、美食等，几乎涵盖了生活的方方面面。\n与此同时，小红书的明星效应加持的发展路径已经越发清晰。一波明星带货风潮开始悄然流行，也为平台带来了不少流量。\n根据相关数据统计，截止到2021年5月9日，小红书共有1301个通过认证的艺人主页，而小红书平台因为入驻的明星、各路KOL形成独特的UGC氛围，建立起新的平台形象。\n回顾小红书的成长史，小红书已经走入了第8个年头，共经历了6轮融资。随着小红书频频获得明星资本投资，外界对小红书的估值也是水涨船高，有媒体消息称，小红书的估值或已超过100亿美元。\n小红书有着很强的消费属性，以“种草”为主的社区文化催生用户产生消费需求，实现社区内容向电商流量的转化。\n在资本加持，估值不断上升之时，小红书也在围绕流量布局上不断做出新的尝试。\n二、“国民种草机”的流量营销\n作为年轻人的分享社区平台，小红书号称“国民种草机”。\n据国海证券的研报中表示，小红书的盈利主要来自四个部分，即KOL/KOC（关键意见领袖和关键意见消费者）种草带货、会员体系、电商直播、广告收入。\n寻求KOL合作，是当前品牌营销的主要方式之一。KOL群体高速发展，各大社交媒介平台KOL营销受到市场的普遍认可，小红书在其中成绩亮眼。截止2020年9月，小红书活跃KOL（每周更文4篇及以上）已经突破10万名，部分KOL进入日更阶段。\n在KOC概念兴起之初，是由于社交媒体和营销方式的变化，消费者开始愿意被身边人“种草”。在直播和社交的加持下，KOC开始被赋予更多的含义。KOC本身就是用户，更能够通过同理心来影响其他用户，给用户种草，让用户主动买单。\n“小红书新品牌第一股”—完美日记，就是通过第小红书KOL和KOC的持续长期投放，拉近与路人的距离，获取消费者对于产品品牌的好感，提高路人到粉丝再到消费者的转化，产品销量与品牌知名度的快速提升，成功跻身“亿元俱乐部”，成为美妆品类第一。\n小红书的另一个赢利点来自于会员体系。会员共设置了199元年卡、55元季卡、19.9元月卡3档价格。显然，从整体价格来看，199元的年卡相当于每月只需16.5元，更适合长期使用小红书购物的用户。\n一般来说，会员与电商是配套发展的，如果商场的量做不起来，会员就很难从生态富集度中获得更多收益。\n除了会员体系是平台的直接收入，小红书对另外三项都是采取抽佣金的方式获利。电商和广告更是平台的主要收入来源。\n自2019年开始，小红书开始布局直播电商，预备加速其直播进程。\n小红书目前有三个直播入口，一是在首页“关注”页面顶部，会显示用户所关注的人的直播；二是在首页“发现”页面，下面第二栏为直播；三是在搜索栏搜索“小红书直播”，会出现直播广场入口。\n作为生活分享社区的小红书直播，除了带货直播，还有互动直播。但在直播广场中，小红书的带货直播和互动直播混杂在一起，并无分类，也没有直播带货的品类分区，各种内容交错复杂。\n可见，小红书尚未对直播内容进行有力的规划和筛选。内容体系庞杂，对直播带货的扶持力度也不够。\n2020年4月，小红书推出100亿流量向上计划，其中50亿用来扶持视频创作者。这也可以看出小红书仍然是以视频内容为主，直播依然处于次要位置。在直播带货的风口之下，小红书直播的处境无疑是尴尬的。\n随着2018年淘宝、快手、抖音等几大平台的直播带货之战全面爆发，并快速扩张，具有越来越强的引流能力，主要依靠传统的图文信息广告引流的小红书，逐渐被甩在后头。显然，过分依赖信息流广告这部分营收，也导致了其错失了直播带货的先机，桎梏了小红书直播带货业务发展的进程。\n事实证明，流量时代，只有先行者才能够赢得时间和市场。\n如何建立电商闭环、最大化流量的效能为自己所用，如何实现商业化变现，这些似乎仍然是困扰小红书发展的难题。\n三、商业化变现路径迷途\n当平台有了足够多的用户和流量，就要开启探索商业化变现之路。\n相对于其它内容社区，小红书在内容社区与商业变现之间，虽然没有纠结万分的博弈，但也与其他内容平台一样，也同样面临着用户体验与商业变现两难全的尴尬局面。\n而从变现端口，小红书虽然有着强大的“种草属性”，但是再催生消费需求产生之后，用户未必会在小红书上进行消费。一部分用户在小红书上种草，然后打开淘宝购物。\n小红书在电商业务上也不尽如人意。为建立电商闭环，小红书尝试推出了自有美妆家居品牌“有光REDelight”、新零售线下店“RED Home”、线上社交电商“小红店”等。然而这一系列动作下并没有掀起太大的水花，其自有品牌“有光生活馆”更传出面临团队解散、门店关闭的声音。可谓是处处碰壁。\n除了流量变现环节困难重重，小红书作为内容社区平台，随着近几年来用户数的增加，一些诸如商品质量问题、笔记造假、虚假广告、炫富风潮盛行等负面信息也接踵而来，甚至出现了“涉黄”“黑医美”等各类野生违规操作。这直接影响到了小红书社区的平台真实性与公信力。\n2019年7月,小红书被监管部门要求自查，在各大应用商店下架的两个多月,疑因内容违规所致。\n早在2019年3月，小红书便以#小红书代写50一篇#的话题登上微博热搜，小红书曾对此作出回应，表示将对黑产业链严重打击，坚决捍卫社区生态。\n2020年11月，小红书又陷入“涉黄”争议。于此同时，一股炫富风在小红书流行起来。坊间曾流传这样一句话：“世界富豪千千万，小红书里占一半。”\n小红书迅速予以否认，并在此之后正式启动专项严打，整顿平台内“炫富”、“低俗软色情”等不良信息。在专项行动启动后10天内，就下架了近1000篇违规笔记，处罚相关账号近200个。\n除此之外，刷数据成常态、假冒伪劣横行、被曝大量用户隐私信息被泄露、商业化尝试遇困境、迟迟无法盈利、业绩未达预期......所有的这些负面舆论都将小红书推上了风口浪尖。\n可以确定的是，在用户和平台规模爆发式增长之后，如何更好地权衡好内容生态与商业布局之间的关系，这似乎也是小红书需要进一步解决的问题。\n资本场上，B站、快手、抖音、知乎等社区大户风生水起，小红书未来所面临的市场竞争将会越来越激烈。","news_type":1,"symbols_score_info":{}},"isVote":1,"tweetType":1,"viewCount":2189,"commentLimit":10,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"symbols":[],"verified":2,"subType":0,"readableState":1,"langContent":"EN","currentLanguage":"EN","warmUpFlag":false,"orderFlag":false,"shareable":true,"causeOfNotShareable":"","featuresForAnalytics":[],"commentAndTweetFlag":false,"andRepostAutoSelectedFlag":false,"upFlag":false,"length":12,"xxTargetLangEnum":"ORIG"},"commentList":[],"hasMoreComment":false,"orderType":2}