Xiaohongshu, as a comprehensive platform integrating social interaction, shopping and content sharing, has a series of unique operating models behind its success. This article will analyze Xiaohongshu’s nine operating models in depth.
1. Algorithm and recommendation process: Xiaohongshu uses advanced algorithms to classify and label user-generated content, and then recommends relevant content based on user interaction behavior. This covers the links of user posting notes, platform review, traffic allocation, and new traffic pool allocation based on interaction volume.
2. Social operation level: Xiaohongshu has social interaction functions such as following, liking, commenting and forwarding, etc., to encourage interaction between users and between users and content. It also includes a private message function that allows users to communicate one-on-one.
3. Content operation: Users can post a variety of content such as shopping experience and travel guides on the platform. Xiaohongshu uses algorithm recommendation to match content to interested users, and reviews and screens user-generated content to ensure the quality and reliability of the content.
4. E-commerce operation: Xiaohongshu is not only a content sharing platform, it is also an e-commerce platform. Users can directly purchase products of interest on Xiaohongshu. The platform provides one-click purchase and shopping cart functions, and cooperates with many merchants to provide benefits such as coupons and discount codes.
5. Use big data to implement personalized recommendations: By analyzing user browsing, search and purchase behaviors, Xiaohongshu can provide personalized recommendations, thereby improving user satisfaction and purchase conversion rate.
6. The combination of user-generated content and professionally generated content: Xiaohongshu relies on the combination of user-generated content (UGC) and professionally generated content (PGC) to build a rich content library, while also balancing user needs and commercial interests.
7. Community interaction and precise recommendation: Xiaohongshu encourages interaction within the community, such as comments, private messages, etc., and uses algorithms to achieve balanced recommendations of personalized and universal content.
8. Integration of advertising and e-commerce: Xiaohongshu has achieved a perfect integration of advertising and content by providing advertising services and cooperating with brands, and has introduced various brands and products in the e-commerce field.
9. Note format: Xiaohongshu has a total of 12 classic note types, including 5 industry types (makeup color test, store visit, outfit, ingredient analysis, imitation makeup) and 7 general types (tutorials, vlogs, unboxing, evaluation, collection, immersive, etc.). This is conducive to users’ deeper understanding of its content, with accuracy, readability and flexibility.
This article deeply analyzes the nine operating modes of Xiaohongshu, including algorithms and recommendation processes, social operations, content operations, e-commerce operations, and big data personalized recommendations.
At the same time, it reveals the secret of Xiaohongshu’s success and how it improves user satisfaction through social interaction, the combination of user-generated content and professionally generated content. By reading this article, readers will have a deeper understanding of Xiaohongshu’s operating model and core value.