The big factory is not good to do "Little Red Book"

Editor: For the "grass" attribute of Xiaohongshu, many e -commerce manufacturers can be described as love and hate. They have made products in the direction of the "grass planting community" of Xiaohongshu. I hope to make a second second. "Little Red Book". However, is the facts as ideal as the big factory wants? Can you create a second "Little Red Book"?

Some time ago, I saw the bytes who launched the canon app again, and it was on the small red book bars. Lao Su had some thoughts. Of course, the procrastination was delayed for a long time, and finally took time to talk about why the big factory couldn't get around a small red book and a large factory really doing it?

1. Why can't the big factory be able to turn around a "little red book"

Whether it is Taobao's former Weitao or the current shopping, JD.com is now shopping. The e -commerce giants are all loved and hated on the side of the couch side. Regardless of how the organizational structure is adjusted and how the annual strategy is changed, the grass planting community always occupies an indispensable place in these e -commerce factories. Coincidentally, even the traffic giant bytes and Tencent have never given up their pursuit of grass planting products. Bytes have hatched the new grass app, and recently launched the Congsong APP, which can be said to be a highly benchmarking small red book in terms of product form and content.

Because the e -commerce platform has stronger tool attributes and does not have the ability to grow on its own, the huge marketing costs of each year make the e -commerce platform miserable. I long for a renewable traffic pool. " But the two largest traffic platforms of Douyin and headlines have no shortage of traffic at all. Is it to have more traffic?

In fact, more traffic supplements are actually not so significant for the byte system. Douyin DAU has exceeded 600 million. The users of Xiaohongshu are only less than 1/6 of Douyin. Most of them are also Douyin users. There are also speculation that bytes have always wanted to lay out the field of e -commerce, but whether it is a live broadcast and cargo or a local life for Douyin, any one is easier to reach the end of the e -commerce.

Lao Su believes that either e -commerce or traffic is right, but they have not completely poked the string of the executives of the large manufacturers. What the big manufacturers really want are "young groups with higher net worth and strong pay ability" and "higher unit prices and widely covered business entities."

Among the current Internet products with more than 10 million levels, except for Xiaohongshu, no product can currently meet these two things at the same time. No product can make these two things seamless into one thing -the grass -growing community.

The grass planting community also meets the C -terminal consumer decision -making tool demand and the B -end's Amway marketing needs. The middle role of grass farmer also meets the needs of the two parties to obtain fans applauding and earn the brand owner's money. As a platform, it also has a user base with more consumption potential and a brand customer base with cooperative potential. Of course, Xiaohongshu has not found a way to eat.

This has caused everyone to understand from the theoretical level. Compared with the grass -planting community and e -commerce platforms, traffic viscosity and crowd accuracy are higher. Compared with the traffic platform, it is closer to business and has higher advertising efficiency. In terms of word -of -mouth and brand, another "beautiful" and "practical" is almost the perfect model that can realize the "standing and earning more money" of the Internet workers, which is too suitable for telling stories inside the large factory.

So how can you not let the executives of the large factory rush to tell a so -called business blueprint that is unrealistic at all?

But the facts are really ideal for the big manufacturers? Can the big factory make the second little red book?

Second, the big factory can't make a second little red book

Lao Su may be a bit direct, but Lao Su said that it is not subjective cognition, but it is precisely because Lao Su Tai knows the operating rules of the large factory and the operation rules of the community itself. The big factory goes to the second little red book, sorry, no matter what kind of rule, it does not agree.

1. From the perspective of the organization of the large factory

(1) It will eventually be different from the organizational goals

From the perspective of the organization and management of the large factory, the large factory is concerned about the reduction of cost reduction and efficiency expansion, aside from business strategic fantasy, and attempt to obtain renewable high net worth groups. It's just a simple red book. I feel that as a large factory, it is technology to have technical technology, talent, and talents. In the future, the cost of the company will be greatly reduced, and there can be a new business radius. Everything looks very beautiful.

Therefore, when the large manufacturer begins to lay out the XX strategy, the actual translation of the organization management is to reduce costs and efficiency and white. But I really think of some things too simple. They have developed for seven or eight years before and after, and the number of employees has exceeded thousands. The billions of financing of billions and finances before and after, why do you all all allocate a few people in your large factory, press KPI, shout, shout How many slogans and strategies can be made?

This leads to a very painful process in the process of doing this. When it really puts it into a grass -growing community, it will encounter a series of problems:

It seems that the content of the grass planting community is the key, but there is no content type of talent at the e -commerce platform. Do you want to recruit it from the outside? What kind of content talent is suitable?

It seems that the operating of the people is also critical? What do you want to operate?

What? algorithm? Our algorithms are great! ah? We do n’t even have the content label system. The content understanding must be done. So a wave of operations were as good as tigers, investing in manpower and material resources, and then the organization must be excessively expected to see the results quickly. The last question was found that there was no improvement in half a year and a year. "Do you understand" and then overthrown again after half a year, change the business leader, and take the above process again.

What is the last? The original intention of reducing costs and efficiency of the organization is different, and rational organizations must choose strong men to break their wrists.

Projects.

(2) The huge challenge of collaborative internal organizational structure

From the perspective of the organizational structure of the large factory, the entire structure is a talent division of labor and management models established around the main business. People who do this and the cooperation method in a larger organization are twisting twist.

The functions of e -commerce include the small two, the operation activities, products, etc. of the front desk, the data analysis, algorithm distribution, payment capacity, etc., and the background supplier management, warehousing, logistics, etc.

The organizational structure of the content community is mainly content operation, creator operation, content recommendation, product, etc. It can be imagined how this organization in the community will run throughout the environment throughout the big e -commerce.

Assuming that the organization crossed the pain in the first stage, the determination really wanted to incubate a different business, and it really established a separate department. So what is the collaboration between the original main business and the new business?

Everyone's organizational goals are pursuing GMV, one depends on content quality or views. And the resources that everyone takes up is the same, such as the homepage module, the same location and resources, should you give GMV or the community? How to measure the value generated by the community?

In a collaborative project, Team A wants GMV, and team B wants the number of content publishing. How does A and B effectively collaborate?

What is more important is to be the middle stage, the same flow pool, is it distributed or content? The distribution of products can directly bring GMV indicators to improve. What can the distribution content bring? Grass planting community? Can it indirectly bring product guidance transactions? So why not directly push the possible transactions?

The final result must be that the community team in the context of e -commerce has to pursue the so -called GMV. What should I do to pursue GMV communities? Unfortunately, even the book of Xiaohong Book can't be done. The annual inventory can only be hit 3.25

If it wasn't for the e -commerce factory to do this?

Although the organizational form is based on the content type, the problems encountered will only be even more unsolvable. Hatch a new community product from the large content traffic, and the organizational level will encounter these challenges

Is this community a subset of the original content platform? So why can this subset bring new value to Douyin or headlines? So why can't Douyin make a strong grass content?

In order to highlight this difference, you can only talk about a logic that is closer to the cargo. And if it is to better bring the goods, why not bring the goods directly on Douyin content?

For half a year, what data can this independent community app obtain to prove that a large number of human and material investment is valuable for a platform that already has strong traffic and content genes?

At the two -month communication meeting, the evaluation was invalid and the project died.

(3) The wrong way of force

Under the restrictions on the cognitive mode brought by the top factory, the means used to do this must be the right mouth. Several common manufacturers of community deaths:

I, money can make ghosts grind. On the basis of no original community genes and conditions, it is necessary to quickly complete the accumulation of community content. It can only be attracted to mature creators by the ability to rely on banknote.

In the core links of the community before, Lao Su mentioned many times that the reason why the community is a community is that there are constant sources of users who are willing to become a KOL in the community, lies in a fair rising channel. The introduction of KOL directly from the outside is tantamount to letting last year the No. 1 Yuanlang take this year's imperial examination. Candidates this year natural Essence

II, borrow the existing content, mature classification framework, and learn the approach of Xiaohongshu.

The existing content is directly moved, whether it is a crawler or the content library of its own products, then this community is always imported in this community.

What is even more terrible is that once the underlying content framework structure of the community is directly drawn from the mature classification and content framework on the market, it means that this community no longer has its own content category.

Why do you say that, from our perspective, the fast hands, Douyin, and Xiaohongshu will have their own cute pet content, but the dogs who are fast -handed are wonderful, Douyin's dog is essence, Xiaohongshu dogs are healed and healing and healing and healing. Raising dogs must have good things. Therefore, the content unit of each community is different in the bones, which is reflected in the difference in the content and characteristics of different user attributes and characteristics of the community. If you build your own underlying content basis and distribution characteristics according to the content framework of other communities at the beginning of operation, it is bound to form a gathering of its own user group and creative group. The user's side perception is more about this app to change the soup and does not change the medicine. Why don't you go to Xiaohongshu?

2. Looking back at the community itself, the entire industry may not have a second little red book anymore

(1) E -commerce platform to make a community is a pseudo -proposition. This is a question that has chickens or eggs first. E -commerce communities are for traffic, but in order to have this community, they have to give the community a lot of traffic. In the end, it was found that even if a certain scale of e -commerce communities were raised, it may not be able to bring a role in selling goods at home. In the end, it must be restrained by KOL, experts and content quality.

And the so -called community can bring goods well, which is indeed true for external communities, but it is only under the rely on the value of other content value, which occasionally generates some products of grass. For e -commerce tools The grass transactions from the external community are extra.

But if this community is placed in its own e -commerce APP, it is very strange. Is it not more efficient for users to buy things directly when shopping? Why do you want to buy things through some clouds in the clouds? And the traffic of these strolls is divided from their own product flow. Overall, see if there is any question mark for the product transaction. Not to mention how much energy and financial resources of the community sector in this e -commerce app to set up a content pool of sufficient volume and quality.

The content distribution and content production of the community will also be limited by the app property of the e -commerce itself. The so -called grass content is definitely discovering something you can't find. It is likely that many contents that really have a kind of grass value will be locking corresponding products. Your e -commerce platform has no goods and supply chain. Intersection Regardless, how can grass masters use their unique vision. Distribution, the bottom layer of your algorithm is based on the data of your own product behavior. Is it distributed? It will definitely tend to the high transaction popularity and behavioral data accumulation more and easier to find target users.

(2) The traffic platform lacks the necessary conditions for building a community

The traffic platform is actually the advantage of any resource conditions at the origin of the community with the company that started to do the app in the community. For a community to form, it is needed to be formed, and the place of place, place, and people.

Once the community products have a very mature salty person, the latter is difficult to live later. Xiaohongshu has become the biggest and most accurate gathering position for women who are pursuing a better life. They have reached a certain scale in terms of crowd concentration. The identity and sense of belonging of similar people.

In addition, the producers of the content are derived from the crowd of the fellow. The first -to -come by, the first -time people have gathered the largest population of the same type, then it also means that the transformation scale of content production is also the largest. Grass master. The advantages of production efficiency and the advantages of the concentration of the crowd atmosphere, it is basically difficult for the latecomers to have the opportunity to overtake the curve.

Third, can the big manufacturers who can not be the second little red book really can only stare?

In fact, Lao Su believes that the large factory must have its own strong genes. Don't see what is on the market. The core is the core of its own ability to find its own breakthrough point.

Why don't you look at the e -commerce platform? Why not refine the trading community of non -standard products?

Why doesn't the traffic platform based on its own advantages to refine the industrial chain of the advantage category, and find out the starting point that improves business efficiency from the industry?

For the existence of Xiaohongshu, of course, the big factory can not only stare, but it is more that I do n’t want others. Instead, further extension of its own advantages. And fully consider what you want in essence, avoid mistakes and mistakes.

#Columnist#

Su Qingyang, public account: Internet Su Qingyang, everyone is a product manager columnist. He has served as Ali, Tencent, Meipai, Yun Music, and is responsible for the business of Weitao community, Tencent's highlights, and Yunyinle community business.

This article is published by @本 本 本 本 is a product manager.

The title map is from Unsplash, based on the CC0 protocol

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