The Way Of Commercialization Of Xiao Hong's Book Is Changing.

The reason why Xiao Hong is put off the shelf is not yet clear, and its shelf life is unknown. However, it is widely speculated that the lower shelf is due to illegal content. Another industry insider said that the whole shelf of Xiao Hong APP is only a matter of time.

Since the evening of July 29th, Xiao Hong has been put off from the major application stores. By the time of the press release, Xiao Hong's books were all downloaded in the app store on Android platform, and only Apple App store could search and download the little red book APP. Insiders say that the whole shelf of Xiao Hong APP is only a matter of time.

At present, the reason why Xiao Hong is put off the shelf is not clear, and its shelf life is unknown. However, it is widely speculated that the lower shelf is due to illegal content.

The lower shelf of Xiao Hong's book once again exposes its weakness in the content of highly UGC (user production content), or will further hamper its tortuous commercial road.

The whole platform is only a matter of time.

The shelf life is unknown.

In response, Xiao Hong said that the company had learned the situation of being taken off the shelves and was actively communicating with the relevant departments to solve the problem. The use of the existing users was not affected by the lower shelves. In view of whether Apple App store will also issue a small red book, insiders say that the administrative notice for the next APP will have time lag in implementation, but it will not be used only in some application stores. Therefore, it is only a matter of time before the whole platform of Xiao Hong APP.

For Xiao Hong's book or to face the rumors of "indefinitely off the shelf", the Beijing News reporter verified the official Xiaohong's book. Xiao Hong Book responded that the deadline for the next shelf will be based on the results of communication with the relevant departments, and online rumors are false news.

It is reported that the shelf life of APP is generally divided into 3 days, one week, two weeks, three weeks, one month, and even the "infinite shelf". Undoubtedly, the most important punishment is to go on the shelf indefinitely. However, "unlimited shelf operation" is not the same as "permanent shelf", but "no notification, no shelves", that is to say, if the rectification is passed, it may also be restored to the shelves. At the end of July 2018, the technology of the second time and the second wave of the technology were restored to the shelves in mid October of the year after being "indefinitely shelving".

At present, the reason why Xiao Hong is put off the shelf is not clear. But for this daily exposure of 3 billion graphic and short video content, 70% of the exposure came from UGC (user production content) lifestyle sharing community. It is widely assumed that its shelves are caused by content violation.

There are many problems such as false content, brush volume and so on.

Still need to strengthen content control in the little red book of planting grass artifact.

The huge content of UGC has brought about the rapid growth of Xiaohong book to "grass planting artifact", but also brought about problems like false content, brush volume and illegal sales.

According to media reports, there are a large number of third party organizations or individuals on the platform such as QQ who can provide Xiao Hong's "note writing service". Some teams can even provide "one-stop services" including keyword placement, note taking, generation of comments, reviews and praise. In terms of price, an ordinary user's notes are only 35 yuan, and the red man only takes 100 yuan.

Xiao Hong's anti cheating report released in July 17th said that the platform "averaged 4285 brushes and brushes per day," of which 920 manual brushes were cleaned every day except for the amount of machine brushes. This also confirms the serious situation of Xiao Hong's notes.

Earlier this year, the media revealed that in the little red book, "cigarette" was used as the key word, and up to 95 thousand contents could be searched, many of which were based on "evaluation" and "grass planting". While searching for "health products", there were 480 thousand notes. A large number of unqualified bloggers and shopkeepers have recommended and peddled various health products in Xiao Hong's book. After being exposed, Xiaohong book was rectify. The Beijing News reporters searched on Xiaohong book on the afternoon of July 30th, and found that tobacco related content could not be found on the platform, and the number of articles on health products also dropped to 140 thousand.

In order to build a more beautiful, real and diverse platform ecosystem, in May this year, Xiao Hong even took a drastic approach to "clean up KOL" (KOL originally referred to the opinion leaders, and the main reason is the red blog owner in the small red book), and raised the higher demand for the fans and monthly exposure of the brand partners, while the standard brand partners should sign the real name with the MCN. According to the analysis of the insiders, Xiaohong's move is intended to strengthen control over KOL, purify content ecology and win back user trust.

Self catering business is not expected

How should the content community be commercialized?

Outside speculation will be pumping MCN.

A more difficult question faced by Xiao Hong is how to commercialize it as a rapidly growing content community.

Xiaohong was founded in 2013, and its initial market positioning was Hai Tao cosmetics platform. Later, it gradually changed into a lifestyle sharing community, mainly for users to share clothing, beauty tutorials, travel strategies, food evaluation and other aspects. In May 2019, Xiao Hong announced that the number of users exceeded 250 million and the number of monthly live users exceeded 85 million.

The influence of "red grass book" on young people, especially young women, is highly valued by the outside world. In order to publicize the new CC series mobile phone launched by Xiaomi, Lian Jun Lei Jun also opened an account on Xiaohong book, and called on "rice noodle" to come to pay attention to him. In June 2018, Xiao Hong completed the D round of over $300 million in financing, valued at over $3 billion. According to The Information, Xiao Hong is now negotiating for as much as $500 million in financing, with a valuation of $6 billion.

In contrast to the smooth financing, the commercialization of Xiao Hong's book is not smooth. In August 2014, Xiao Hong launched its own electricity supplier "welfare agency", but in the competition with Jingdong, Tmall and other e-commerce giants, Xiao Hong's competitiveness was limited. In 2018, the target of 10 billion yuan GMV failed to achieve, and the market share of overseas electricity providers was 60 percentage points higher than that of NetEase koala shopping.

In February 21st, Xiao Hong published a structural adjustment letter, and the electricity business was renamed the brand number department. It will focus on the core product of "brand number", integrate the resources from community marketing to transaction closed loop, and provide a full chain service for the brand side. Welfare agencies cooperate with the Department to undertake the functions of integrated supply chain. This adjustment reflects the importance of self operated e-commerce in the small red book, and the focus of the commercialization strategy is to provide advertising services to the brand side.

After "cleaning up KOL" in May this year, there is a view that Xiao Hong's book may be drawn to MCN (content Cooperation Agency) to indirectly gain KOL's advertising revenue. In this regard, the founder of Xiao Hong Book Qu Fang said, "now will not MCN institutions to commission", and Xiaohong Book Future Mode "must not simply draw or commission." These determinative words "now" and "simple" seem to confirm people's guesses.

In the face of this crisis, Xiao Hong obviously needs to devote a lot of energy to reform. Affected by this, the commercialization of Xiao Hong's book may also further slow down.