Sharp Comment On Xiaohong Book KOL Cleaning Platform Wants To Be A Middleman

When the content pool is accumulated to a certain extent, the community will start killing pigs. The so-called rooftop is full of KOL, but the platform wants to be a middleman.

Xiao Hong's brand cooperative system has made many KOL become rich, grow grass to be insane, from luxury goods to daily necessities, add filters, each can write thousands of words.

The question of brand awareness didn't seem to have caused much splash. The idea of relative restraint of the advertisement also meant that the change was not satisfactory. The price difference was not good. This year, Iqiyi and Jingdong came out with strict membership.

The small red book lifestyle platform chose to cut the Gordian knot. On the one hand, everyone was a KOL policy earlier, so that the community was kept alive, and the advertising was flooded. The experience was not good. At present, the book is relatively large, and the value of these psoriasis notes is not great. After the rough release, the content control is put on the table.

Once again, around the platform side private orders phenomenon hurt little red book interests, at present, as netizens say, Xiaohong book a finger of 3/4 KOL has become ash, and now the certification threshold to improve, sign agencies, fans 5K+, single note exposure 1W+, in fact, the shadow is not big, to the waist below the small and medium-sized KOL killing larger.

Based on this, the little red book is hard to kill, this directly let KOL and brand side kneel down to call Daddy.

After the big cleaning, the little red book is still faced with those old problems. First, KOL is the foundation of Xiao Hong's book, and how to open and drain after a batch is eliminated. Once again, as a sharing platform for life style, how to form a better closed loop between the electricity supplier and the content, the last one is the cliche and the flow realisation. This kind of cut KOL is the way to make the difference.