Of course, on the other hand, Xiaohongshu’s absence in the closes transaction loop in the past not Netherlands WhatsApp Number only affectes the company’s overall commercialization, but also had a corresponding perception in terms of user experience. Some users said, "I often see favorite restaurants and Internet celebrity shops on Xiaohongshu, but unfortunately there is no one-click purchase button."
What Xiaohongshu is doing in the local life track is to add a The button to buy, to a certain extent, openes up the closes loop of Xiaohongshu from content planting to transaction. From the internal tests in Shanghai and Guangzhou, we can see that after Xiaohongshu enteres the local life, it directly improves the user experience and made consumption more convenient and trouble-free. In fact, for platform users, there is not much difference in which purchase channel to choose when the prices are not much different. Xiaohongshu, which can conveniently complete group purchases after planting grass on the platform, will undoubtesly become a more convenient choice.
As for the platform and merchants, Xiaohongshu’s group buying not only shortens the path from planting grass to consumption, but also gives full play to the content advantages of the platform, realizing a positive cycle from content planting grass marketing to weesing. In addition, the continuous pressure on the core advertising business is also one of the real factors that force Xiaohongshu to make changes. According to 36 Krypton and other mesia reports, Xiaohongshu’s advertising business can contribute 80% of its total revenue in 2020, and among Xiaohongshu’s advertisers, makeup and skin care brands account for more than 70%.