With the in-depth mining of sharing community data, some users stimulated the consumption desire of other users while sharing their shopping experiences. Therefore, in October 2014, the “welfare club” was launched. The products of the welfare club were not decided by Xiaohongshu’s CEO or the market, but the data of users in the sharing community determined which brands Xiaohongshu ultimately sold.
(1) Unconscious information sharing determines community marketing
Xiaohongshu has upgraded from a communication community to a community-based e-commerce. It completely relies on users’ own preferences to say what they want to say on the Internet, allowing users to establish relationships with other users who also like or yearn for a certain product. This is the product benefit brought by Xiaohongshu’s use of word-of-mouth communication. At present, the community marketing model of Xiaohongshu’s welfare club is still in the initial exploration stage. With the mining of user data, Xiaohongshu can not only structure product information, but also recommend personalized products for users to choose based on word-of-mouth marketing.
(2) Developing social e-commerce in response to user needs
From the initial shopping guides from shopping experts around the world to now, users can share what they want to say on Xiaohongshu and obtain the information they are interested in as long as they have the need. In addition, Xiaohongshu has transitioned from a sharing community that fully complies with user needs to social e-commerce, bringing the user experience to the extreme. Currently, Xiaohongshu combines sharing communities with cross-border e-commerce imports, and can also ensure that users can enjoy the ultimate quality experience of foreign products.