Little red book, hovering on the edge of listing

The picture comes from Canva Paintable

From the beginning PDF The version of overseas shopping guide is the largest in China “ Want to buy ” Community , The little red book has passed 8 Years time . After years of development, the little red book covers beauty ​、 food 、 Rent a house 、 Work 、 Preparation for examination, etc , Continue to diversify , The community atmosphere it creates is also unique , Deeply favored by the majority of users , Little red book is also called “ Encyclopedia of life ”.

The favor of the majority of users is bound to make the capital market with sensitive sense of smell pay attention to , The little red book has also been closely related to the capital market , The little red book has also spread many times that it is about to IPO The news of .

Little red book is on the verge of listing

recently , According to Reuters IFR reports , A person familiar with the matter said that the little red book plan will be carried out in the United States around the middle of the year IPO, Financing about 5 Million to 10 Billion dollars , And has secretly submitted the listing application , Later, xiaohongshu also said that she would not comment . Although little red book strongly denies IPO Fact , But on the whole , Little red book is already on the verge of listing .

In terms of financing , Little red books have frequently received olive branches from the capital market . Up to now , Little red book has experienced 6 Round of funding , There are many star capital platforms behind it , Existing Ali 、 Two Internet giants of Tencent , There are also investment giants such as Jinshajiang venture capital and Jiyuan capital , It can be said that there are many stars .

From our own data , At present, xiaohongshu has a monthly living population of more than 100million ,2020 The annual number of Notes published is nearly 3 Billion bars , Super every day 100 Hundreds of millions of notes have been exposed . It is worth noting that , The content creators of little red books not only have their own traffic stars and online celebrities , Vegetarian KOC The proportion of .

From the perspective of user atmosphere , Building a good community atmosphere is the direction xiaohongshu has been striving for , In the process , Users' sense of belonging and trust in xiaohongshu are also gradually improving , Its user stickiness is also increasing . With a truly diverse community atmosphere , At present, the little red book has become an irreplaceable lifestyle platform and consumption decision-making entrance for young people .

“ Want to buy ” The advantages and disadvantages of the mechanism coexist

It's not hard to see. , After years of accumulation and operation , Little red book is already on the verge of listing . However, the safety factor of little red book is not high , Because it has always depended on “ Want to buy ” Attributes have pros and cons , Little red book also hesitated .

as everyone knows , Little red book started by growing grass ,KOC We live 、 Image & Text 、 Video and other forms to produce content , Created a considerable conversion rate of word-of-mouth marketing and shopping guide . With “ Want to buy ” The community culture based on consumer culture promotes consumer consumption , The transformation of community content to e-commerce traffic has been realized , It also gave birth to the popularity of many products .

among , A perfect diary known as the light of Chinese products 、 Dark horse vitality forest in beverage brands and even bubble mart, a fashion giant , They are all the achievements under the content construction of the little red book . So far , The parent companies of perfect diary, Yixian e-commerce and paopaomat, have been listed , The vitality forest is also in a short time 4 Annual valuation of nearly 400 Billion .

But the pros and cons grow grass , It is because of the grass planting form of xiaohongshu that its e-commerce business has a general response , The main revenue source of little red book is still advertising business . from “ Want to buy ” In essence , Its recommended color is thick , Explore other potential customers with the influence of a single consumer , Not a direct sale .

therefore , Little red book fell into “ It is easier to bring goods than to sell them ” The state of , As a content community , There are many difficulties in the flow realization of little red book , In the long run, it is easy to lead to distrust in the market .

Self limitation , It's hard to go public “ Breaking circle ”

thus it can be seen , Planting grass is really a double-edged sword , It also makes xiaohongshu's business model extremely uncertain , Little red book is undoubtedly short of money . For little red book , Listing can obtain a large amount of financing , It can also further enhance the popularity of little red book in the international market , It is indeed a better choice at present .

But the analogy knows 、B Stations and other platforms with obvious community attributes , Little red book itself also has many difficult and miscellaneous problems .

First , Community atmosphere restricts commercialization . Because the little red book pays attention to the truth 、 Effective sharing and recommendation , Its user stickiness has been high , The conversion rate of its users is also outstanding . But it is precisely because its community atmosphere is very close to commodities , Whether it is e-commerce business or advertising business, once it becomes more, it will have a great impact on its community atmosphere , Thus causing the consequences of the loss of users .

secondly , The user group is too single . Exclusive launch according to qiangua data 《2021 Little red book active user portrait trend report 》 From the data , The active users of xiaohongshu are mainly female users , Percentage 90.41%. although “ Her economy ” Prevalence , But its single user group has also become a natural barrier , So that little red books are limited in both content production and creators .

Last , The content is deteriorating . After a long period of development , The contents of the little red book are deteriorating , From the initial sharing, it has gradually become the original advertisement packaged as note content , It even appeared “ Flaunt wealth ”、“ vulgar ” And so on . This not only affects the commercial effect of little red book , It has also greatly damaged its own brand power .

Where is the future of the community platform ？

Not only the little red book ,B standing 、 Zhihu and other platforms with strong community atmosphere have also encountered community atmosphere 、 Some differences between commercial realization and content , As these platforms go public one after another , Its own contradictions are becoming more and more intense , Or it will be difficult for the capital market to say

Good story . therefore , Community platforms should seek their own health .

firstly , Ensure stable output of high-quality content . Content platform is naturally the most important content , Want to keep attracting users , The platform must continuously contribute high-quality content . For content producers , Keep it stable 、 continued 、 High quality content output , You can get a certain number of fans 、 Commercialization capability and influence .

second , Do a good job of user level maintenance . For such platforms , Users are undoubtedly a cornerstone of the development of the authentication platform . So in addition to content output , The platform should also accurately distribute content based on user needs and preferences , And strengthen supervision at the content output level , Avoid a large number of inferior content affecting the development of the platform .

third , Looking for the most appropriate business model . The contradiction between community and business is almost a common problem of community platforms , Advertising revenue has also become the main revenue mode of most platforms . Although everyone is constantly breaking the circle , However, if you want to achieve long-term development, you still need to follow your own actual situation to seek business behavior .

Community platforms are likely to be frustrated in the secondary market due to liquidity problems , Zhihu's IPO has aroused the attention of the market . therefore , Whether xiaohongshu is listed this time or not , Whether it can continue to dig gold for the capital market and create greater value for itself is still a problem that little red book will face . And in the near future , The little red book will also give the exact answer .

writing / Liu Kuang's official account ,ID：liukuang110