Jul 31, 2022
In Travel Forum
It can be seen that breaking the circle in the community is like walking a tightrope, with confidence like Spiegel, but also being slapped in the face by "pop". Today, the domestic community "star" Xiaohongshu has also reached a critical moment. "Everyone's perception of Xiaohongshu is often a female community. But today, with 200 million monthly active users, it (already) is not a niche demand." Xiaohongshu Number List COO Conan released relevant signals in a media interview. 1. The "late blooming" Xiaohongshu has reached the moment of breaking the circle Among the Internet companies, the "small but beautiful" Xiaohongshu has always attracted much attention. In 2021, its valuation has risen to 20 billion US dollars. If this number has not changed at present, it is equivalent to 2 times the market value of Bilibili, 4 times the market value of Weibo, and 20 times the market value of Zhihu. Compared with the enthusiasm of the market, Xiaohongshu's business is somewhat "tepid". Eight years after its establishment, the monthly active users slowly climbed to 200 million, while Douyin broke the 200 million daily active mark in three years; the commercialization aspect was even more criticized. It was not until May of this year that Xiaohongshu officially launched the "Community". The Commercial Convention regulates the commercialization of creators and advertisers. "The reason why the Xiaohongshu community is not growing particularly fast is that it needs to slowly integrate into a wider range of users." COO Conan's words revealed the reason: Due to the attributes of the community platform, Xiaohongshu cannot grow as fast as Shakekuai. It can be seen that the expansion of Xiaohongshu content SKU did not enter the explosive stage until this year; the user scale is still in a period of rapid growth.