Research on the New Direction of Community Marketing - Taking the Rise of Male Power of Little Red Book as an Example

Authors

  • Yunxuan Jiang
  • Yuelin Liu
  • Jie Luo

DOI:

https://doi.org/10.54691/bcpbm.v36i.3412

Keywords:

Little Red Book; UGC; rise of male users; Z-Trend Era; He-economy.

Abstract

The combination of UGC community marketing and B2C e-commerce cross-border mode is a leading e-commerce marketing mode that conforms to the new trade mode of the state. The core lies in taking consumers as the center and driving the transformation of online shopping mall products to make profits through the platform of community content sharing. Among them, Little Red Book has high learning value. By collecting specific data such as the number of Little Red Book users, and making statistical mapping analysis, it is found that the proportion of male users increased from 10% to 12.1% and then to 31.62% from 2013 to 2019 to 2021. With the development of the "Z-Trend Era", male content-oriented notes are increasing on the social platform of Little Red Book, and the increase of Little Red Book's male users has changed the prejudice of its original "female community" and made the community content more diversified. At the same time, it also brought a lot of new vitality to the platform, which is full of homogeneous content, and subtly improved the user viscosity, loyalty and the online shopping mall's utilization rate.

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Published

2023-01-13

How to Cite

Jiang, Y., Liu, Y., & Luo, J. (2023). Research on the New Direction of Community Marketing - Taking the Rise of Male Power of Little Red Book as an Example. BCP Business & Management, 36, 207–215. https://doi.org/10.54691/bcpbm.v36i.3412