Is the "grass" track again, can the new app "Ke Song" shake the little red book?

On July 11, the byte beating launched an app with a very soft name-颂.

But after opening this APP, only four words revealed by modules such as warm and stylish style and search bar-Tuju dagger.

Because the similarity of this app and Xiaohongshu is like a twin, it is almost unavailable to present the strategic intention of entering the "grass" track in the "grass" track.

(Xiaohongshu Shuangshuang Styl's homepage)

In fact, this is not the first time by byte trying to dye "grass". In October 2018, bytes were launched on an app called "Xincao", and the functional direction was graphic grass. This product follows the headline algorithm logic and presents content in the form of Weibo. However, this combination does not have the effect of complement each other. In addition, the squeezing of Xiaohongshu has caused it to stop operation in August 2019.

Time is in a hurry. The strength of today's bytes is not the same as four years ago. Then this time the "grass planting" is collected, and the byte energy shakes the little red book on the track of almost one unique pattern, and then then Do you succeed?

Super Company

The most intuitive reasons for the occurrence of chanting is that the bytes want to rely on the weighing pond of Douyin to compete for the weight of the "grass" track. The reason why the concepts of the PC forum in the PC forum can continue to the present and lasting time, the fundamental reason is that it is highly correlated with the ultimate purpose of the Internet practitioner and the communication assistance brought about by the development of Xiaohongshu. Essence

However, in the context of the Internet incremental increase, the "competition" of users and traffic has gradually begun to "grow". The unavoidable monthly work with a strong willingness to consume in Xiaohongshu will cause all parties to be embarrassed. On July 4th before the launch of Ke Song, JD.com also launched its own "grass" module: the grass show; the other two e -commerce giants made earlier, and Pinduoduo went online in February 2020 and went online in February 2020. "Fighting a small circle", Taobao launched the "strolling" in December 2020, both of which rely on their e -commerce "grass" module.

At the same time, compared to the more outgoing purpose of "entering grass", for bytes or Douyin itself, in the context of the increasingly vigorous and dazzling content of its e -commerce business, Congsong can precipitate this way to precipitate this The user's "grass planting" needs, the APP that strengthens the long -tail effect of the content will be a very good business supplement.

(Douyin's "exploration" module launched in May this year, the same little red book is full)

Under the common effect of these two reasons, the bytes allow the accounts of the canon to connect to the Douyin. The attention of the two accounts, fans, praise and other data are almost synchronized. The rapid and plump way of this application is also a manifestation of bytes that have always been high efficiency.

The high -efficiency support of bytes is the strength of replication and commercial monetization brought by the advantages of its own algorithm. Most of them are algorithms and data -driven, which also won the reputation of the "APP factory" for bytes.

OK, then the question comes, what is the reason for the "APP factory"? In addition to the APP, hot pot, tea, wine, real estate, etc. that seem to be unable to hit the eight -shot of algorithms are the areas where the bytes are touched?

In a interview, the chairman of station B gave the answer to these two questions: "I think Zhang Yiming's real dream is to be a Super Company (super company), a Super who breaks through all the borders and pattern of human history in the past business history of mankind Company. "

When we understand the ambitions of bytes and Zhang Yiming, when we focus on the sight to Ke Song, we can find that whether it is the Okong APP itself, or the "grass" track, etc. The pace during company. And the biggest target little red book in this "one small step" seems to be a bad time.

Grass and grass

With the rise of the concept of new consumption, Xiaohongshu has continued to improve in the marketing position of the "grass" track, especially in the field of beauty, so that in the new consumer brand's rising three -board ax formula, 5,000 little red Book KOOC evaluation has become the primary condition. The most iconic case is the perfect diary and Hua Xizi. By promoting the promotion on the small red book, the two quickly made vocal volume and combined with the trend of national tide domestic goods to allow them to get the Title of "the light of domestic goods".

(Last year, this Weibo passed on the marketing circle for a while)

It is thanks to the efficient power of this brand that Xiao Hongshu received a new round of financing of $ 500 million in November last year. The following month, Xiaohongshu announced his data of 200 million MUA (of which the post -90s accounted for 72%, and the first and second -tier users accounted for over 50%), as if they were telling the Internet world to tell himself the "grass planting" track " The status of the rivers and lakes.

But the old saying is good, and Xiao He is also Xiao He. "Grass" has made hidden dangers for the future development of Xiaohongshu while "planting grass". Because the most intuitive business embodiment of "grass" is all kinds of hard and wide and wide, even if it is colorful, it is still advertising. As we all know, the revenue of advertisements is limited to "promotion" and "traffic" due to the realization of the realization. The height of the ceiling is extremely limited. According to the study of authoritative institutions (Tianfeng Securities), the proportion of advertising revenue in Xiahong Book in 2020 is as high as 80 %. This single revenue structure not only falter the commercialization process of Xiaohongshu, but also makes it extremely dependent on the marketing budget of the upstream brander, increasing the fluctuation risk of corporate revenue. On July 15th, the National Bureau of Statistics released the total retail sales of consumer goods in the country in June. After calculating the previous data, it can be seen that the total national cosmetics retail sales in the first half of this year were 190.5 billion yuan, a year -on -year decrease of 2.5%. Data declined for the first time in the past 10 years.

It seems to be the Perfect Diary of Chunjiang Water Warm Duck, and Xiaohongshu's "planting grass". It also restrained a lot of marketing costs as early as 2021. According to the financial report of the perfect diary parent company Yixian e -commerce, the company's marketing costs in 2019 and 2020 reached 304.85%and 172.74%, but in 2021, this data was only 17.41%.

Xiaohongshu naturally knows that this situation must be improved, but the impact of commercialization on community tone, Xiaohongshu has fallen into a similar predicament. Even though Xiaohongshu carefully adopted the trials of multiple force e -commerce, the cold current situation of "e -commerce infrastructure" such as "e -commerce infrastructure" and Taobao Jingdong's bidding sniper made it not achieved "grass planting grass planting grass. "To the closed loop of" pulling grass ".

The weakness of Xiaohongshu on "pulling grass" may be one of the breakthroughs of Xiaohongshu by "attacking" Xiaohongshu by virtue of the powerful Douyin e -commerce. However, it is just a breakthrough.

protracted war

Because whether it is "offensive" or "breakthrough", what is the moat of the opponent after all, what is the strongest and broad moat of Xiaohongshu?

In fact, the answer has told everyone from the side: 5,000 Little Red Book KOC evaluation has become the primary condition for the rise of the new consumer brand marketing three -board ax. Everyone pays attention to KOC, not KOL.

(Xiaohongshu itself also pays great attention to the role of KOC in the marketing system)

This reflects a set of sets of KOL to eat meat and the complete monument system that allows big KOL to eat meat, but also allows small KOL to eat meat. If the reader has the experience experience of the MCN medium, it can be clearly felt that when the same fan volume, Xiaohongshu KOL will be more cold than the KOL on the KOL of other platforms when facing the promoted business list. Because there is no shortage of commercial orders at all, and the value of the "one -handed" business order in MCN is not high in the eyes of others (of course, the head of other platforms may be relatively cold, but after all, it is the head. More special). At the same time, in the context of the large -scale release of the manufacturer's KOC, it can make a sample and a few cups of milk tea. Most of the KOCs on other platforms are "generating electricity for love".

This complete creator monetization system guarantees the power of KOL and KOC's continuous creation. At the same time, when this power is transmitted to the community, it also maintains the quality of the community, and then enhances the loyalty of users. The moat. Whether you can build a similar interest distribution mechanism at the level of monetization effect with your own volume and e -commerce advantages to attract creators to participate in community content construction. key.

However, this moat, but Xiaohongshu has spent more than 8 years to build maintenance. If it wants to pass through the bytes, it is destined to face a long -lasting battle for testing will. (Text/Zhidon Qingfeng)

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