China News Service, Shanghai, August 7th, title: New faces of the new economy: Xiaohongshu partner Zeng Xiulian: "Grass-grass economy" allows the younger generation to find their home

  China News Agency reporter Li Jiajia

  "Planting grass" and "pulling weeds" gave birth to a wave of "new consumption" in China in the new era.

  As a buzzword in the Internet, this "planting grass" is not "planting grass". There is no need to plant flowers or trees, but generally refers to "the process of recommending something to another person and making others like it." The trend surrounding it is commonly known as the "grass planting economy". The so-called ubiquitous consumption, everything can be "planted."

  Shanghai's local "Xiaohongshu" is a company that has grown up under this wave of new consumption. Now it is China's largest lifestyle sharing community with over 100 million monthly active users.

  In 2013, Xiaohongshu was established in Shanghai, "Shanghai is the most suitable city for the birth and growth of Xiaohongshu", said Xiaohongshu partner Zeng Xiulian in an exclusive interview with China News Service.

  "High-quality content sharing on the Xiaohongshu platform is a mirror image of Shanghai’s diversified lifestyle. Shanghai is the city with the strongest sense of innovation in China, and it is also the source of a new wave of consumption. The role of Xiaohongshu is Carrying these'post-90s' and'post-00s' digital and online new consumer needs and consumption habits, bringing consumption from online to offline, and from offline to online, forming a virtuous circle."

  Zeng Xiulian's answer coincides with the idea of ​​Shanghai's new online economic highland. The "Shanghai Municipal Action Plan for Promoting the Development of New Online Economy (2020-2022)" officially released here clearly stated that it is necessary to launch "100+" application scenarios and create "100+" brand products.

  Super social attributes are one of the main reasons why young people like Xiaohongshu. Here, “post-90s” and “post-00s” can not only see the omni-directional lifestyles shared by others, such as food, fitness, skin care, learning, and dressing, but also experience the “real, diverse and upward” community values ​​and The community atmosphere of free sharing and expression, "this allows the younger generation to find their belongings," said Zeng Xiulian.

  Data shows that in 2019, the amount of notes shared by users of Xiaohongshu increased by 4.4 times. Among them, the amount of notes posted for education and learning increased by 6.4 times, the amount of sports events increased by 8.4 times, and the amount of photography increased by 6.2 times. In February, when the epidemic prevention and control was the most demanding, the daily active users of food consumption on the Xiaohongshu platform surpassed the beauty "boss" and became the largest vertical category in the Xiaohongshu community. At present, the addition of community content in various lifestyle fields including fashion, beauty, personal care, food, etc., can generate more than 8 billion note exposures every day.

  Xiaohongshu also has its own unique advantages in helping the incubation of Chinese local brands, and this is inseparable from the development of the "grass economy" and the characteristics of the new generation of young people.

  Daily Lab is an oriental fragrance brand. Before its first dark green car fragrance was officially launched, the team was very nervous about its market response. At this time, a member of the team, who is also a user of Xiaohongshu, tried to "po" the product on Xiaohongshu, and never wanted to get a lot of users’ likes and comments, which gave the team a lot of encouragement and confidence. In June of this year, at an exhibition in Shenzhen, even a Xiaohongshu user drove 600 kilometers from Xiamen to the Daily Lab booth in Shenzhen after other users "planted grass", just to select and purchase the product .

  "Planting grass-pulling the grass-sharing again" is the core driving force to maintain the efficient operation of Xiaohongshu. Some analysts believe that the "grass planting economy", a market of hundreds of billions, has just begun to explode. This new online economy Potential, whether for the real economy or traditional e-commerce, is a force that cannot be ignored.

  For Zeng Xiulian and Xiaohongshu, the booming "grass-planting economy" and the ever-increasing number of users place higher demands on the platform. "From the perspective of the original intention to accompany a generation of people to find a way of life that suits them and grow together with them, as a platform, we must especially guide young people to create a real, upward, and diverse community environment. This It’s not a growth trouble, but a problem that all platform-based companies will face in the process of growth, and it is also a problem that must be solved for the long-term development of the platform.” (End)