Why Did Little Red Book Come To The Awkward Situation Of "Only Growing Grass Without Weeding"?

When it comes to planting grass, the first thing you will think of is "grass planting artifact" - Xiaohong book.

The little red book, which was born in 2013, has moved from shopping strategy to the current content grass planting social networking platform in just a few years.

In Xiao Hong, there will be nearly two billion exposure notes every day, covering various lifestyle areas such as fashion, skin care, make-up, food and so on.

According to China's APP ranking in the first half of 2018, the average monthly activity of Xiao Hong's book is as high as 19 million 303 thousand and 300. There is no doubt that Xiao Hong is one of the most successful social media platforms in recent years.

Returning to reality, although Xiao Hong's book has realized the occupation of users' mind with its diversity and richness, the story of "grass planting" to "weeding" is not so good. The more embarrassing thing is that the flow of small red books has become the purchasing power of other platforms.

Many netizens said that after looking at all kinds of Raiders on the little red book, they would not buy on their platform, but jump to other platforms to "pull grass".

Why does the red book with more than 200 million users have an embarrassing situation of "dressing for others"?

Reason 1: late start, by the electric business platform big guys before blocking.

Xiao Hong wants to develop business ideas from "grass planting" to "buying", and develop e-commerce sales in a self run mode. However, before the purchase of Tmall international and Jingdong by vip.com, NetEase and vip.com, before the interception, the situation of Xiao Hong can be described as extremely embarrassed. In addition, it has no advantage in price and category, so it can not meet the core needs of users, thus making Xiao Hong a "Porter" for shopping experience or user experience.

Reason two: internal imperfections, lack of operational capacity

In 2017, Xiao Hong sponsored "creation 101" and "idol trainee", and invited stars to join in a series of actions such as grass planting and so on. Although the effect is immediate, is there any hurry?

When we opened the little red book, advertising marketing came to the surface, and the addition of a large number of female stars turned the original "experience" sharing platform into a star "commercial soft" platform.

In addition, due to its weak e-commerce service team, according to the complaints official website data, there are hundreds of complaints about Xiaohong book, which mainly involve the problems of refund and refund, poor after-sales service, and so on.

Reason three: fake problem is serious and users can hardly trust it.

In addition to the above reasons, the business platform encountered some problems, Xiaohong book can not escape.

Recently, there are quite a lot of notes about "Xiao Hong", such as notes, comments, collections, fans, reviews and so on. They are all available for money, and the grass notes we used to see "good use of crying" and "effective testing" are likely to be compiled by businessmen at the price of 15 yuan and a note.

Of course, there are also fake news as much as the exposure of false notes.

In terms of product procurement, although Xiao Hong book has declared that cooperation and direct purchase of bonded zones and foreign brands have been established, the "face blowing" behavior has been frequent. The brand products of the self operated mall have not been authorized by Brand Company, and many users have reflected their beauty products and clothing bought on the little red book, which are different from the quality of the store products.

In the face of the huge demand of users, the supply of goods is seriously insufficient. In addition, there are obvious shortcomings in the supply chain and channel, and the problem of counterfeit goods keeps letting users feel that it is hard for them to have a heart to heart.

Reason four: accept Ali's investment and feel free to dress for others.

In the fierce competition of the electricity supplier, many platforms like Xiaohong Book unfortunately become cannon fodder in the shuffle of cross-border electricity supplier, but the luck of Xiao Hong's book is pretty good. In 2016, we got the investment from Tencent before the implementation of the new cross-border electricity supplier regulation.

In the next few years, the little red book has many strange tricks, such as the star injection mentioned above. In theory, this is to try to fight back and save the situation of "just look at no buy." but in 2018, Xiao Hong received investment from Ali in the D round of financing. Therefore, Xiao Hong had already made plans to settle down for others.

Combined with the above, Xiao Hong's book is likely to go farther and farther away from this embarrassing "grass growing" instead of "weeding". Therefore, the prospect of Xiao Hong's book is really worrying, because the possibility of launching a counterattack will be too small if the "red book" continues with the strategy of "telling stories".