Analysis of Xiaohongshu’s Marketing Strategies

Chunxi Xu; Xueyao Jiang; Xuezi Zhang

doi:10.54691/bcpbm.v20i.1109

Authors

Chunxi Xu
Xueyao Jiang
Xuezi Zhang

DOI:

https://doi.org/10.54691/bcpbm.v20i.1109

Keywords:

Marketing; SWOT; State; Improvement; Overseas market.

Abstract

In the context of the continuous development of the Internet and the close cooperation of the international economy, Xiaohongshu, as a cross-broad e-commerce company, is exploring its best marketing strategies. This article analyses the threats and drawbacks of Xiaohongshu through SWOT and then put forward related suggestions. While Xiaohongshu is constantly trying new marketing plans, it should also improve and correct the shortcuts to respond to the risk of the competition in the same field and promote its e-commerce to further extension.

Downloads

Download data is not yet available.

References

Dou hua. 2022 Qiangua Active User Portrait Trend Report (Xiaohongshu Platform) [EB/OL]. Retrieved April 7, 2022, from http://www.qian-gua.com/blog/detail/1594.html.

Xiaohongshu_Mark my life. Xiaohongshu Introduction [EB/OL]. Retrieved April 7, 2022, from https://www.xiaohongshu.com/protocols/about.html.

Wang Mengbo, Wu Zhidong, Xiao Qiaoling. Cross-border e-commerce marketing strategy analysis: taking Xiaohongshu as an example [J]. Journal of Henan Radio and Television University. 2018, 31 (04).

Shan Wenshen, Xie Ziyu. Research on brand communication and marketing strategy of the Xiaohongshu based on 4Ct Theory [J]. Journal of Changsha University. 2021, 35 (06).

Li Tiantian, Li Minghao, Yang yang. Cross-border e-commerce differentiation strategy analysis [J]. Modern Business. 2019, (33).

Huang Sishi, Xu Fang, Cao Xiaona. Based on the research on the marketing model of "Xiaohongshu" in the mobile mode [J]. China's collective economy. 2021, (01).

Liu Zedong. The application of community e-commerce platform to word-of-mouth marketing - take Xiaohongshu as an example [J]. Chinese And Foreign Entrepreneurs. 2019 (19): 79.

Aimei data center, Dongxing Securities Research Institute. The purpose of Chinese users using the Xiaohongshu (Daoke reading) [EB/OL]. https://www.iimedia.cn/c1061/76977.html. Visit on April 9, 2022.

Li Ruiqiang. Research on the Online Shopping Intentions of Cross-border E-commerce Consumers: Taking Little Red Book as an Example [J]. China Business And Trade, 2021 (24).

Wangjingshe. Proportion of complaint types in xiaohongshu in the first half of 2021 [EB/OL]. http://www.100ec.cn/detail--6606165.html. Visit on April 9, 2022.

Wu Shuang. Analysis on the operation mode of xiaohongshu [J] New media research, 2021, 7 (09): 42-45.DOI:10.16604/j.cnki.issn2096-0360. 2021.09.013.

Zhou Hao, Xu Jiamin. "Xiaohongshu" APP community e-commerce business model research [J]. Investment And Entrepreneurship. 2021, 32 (04).

Chen Wenjing. Research on the development of the "Xiaohongshu" APP e-commerce platform based on SWOT analysis method [A]. Modern Business. 2020, (04).

Zhu Shaoxue. Research on C2B business model of cross-border e-commerce based on UGC community marketing [J]. Journal of Hanjiang Normal University. 2021, 41 (06).

Zheng Jingyi. Research on the implementation of cross-border e-commerce competition strategy [J]. China Economic And Trade Herald. 2020, (08).