Post by account_disabled on Feb 17, 2024 1:37:27 GMT -5
while tool applications such as Douyin, Kuaishou, Baidu, and JD.com have relatively single functions, making it difficult to establish user usage in a short period of time. habit. Perhaps aware of the dilemma of the "Spring Festival Gala Effect", even a major Internet company did not participate in the sponsorship of the 2023 Spring Festival Gala Red Envelope. Battle of Internet Giants (Part 2): JD.com appears on the Spring Festival Gala again, and Xiaohongshu also wants to "gamble" The Spring Festival Gala red envelopes were ignored, but thebecame increasingly fierce. In 2023, two Internet companies have risen significantly. One is Pinduoduo, whose market value once exceeded Alibaba, and the other is Xiaohongshu, which achieved daily active users of over 100 million at the beginning of the year.
However, Xiaohongshu’s anxiety is also obvious. According Brazil Phone Number List to Huxiu APP, at the beginning of 2023, Xiaohongshu set an annual revenue target of 24 billion yuan. But later, the annual revenue forecast was lowered based on the actual situation in the first half of the year, from 24 billion yuan to 18 billion to 20 billion yuan. After proposing "buyer e-commerce", Xiaohongshu finally explored the direction of e-commerce. However, compared with Taotian, JD.com, Pinduoduo, and Douyin, there is still a big gap in size. This may be one of the reasons why Xiaohongshu chose to cooperate with the Spring Festival Gala - Xiaohongshu needs the Spring Festival Gala to provide itself with a new source of traffic, raise the ceiling of user scale, and further promote the maturity of the e-commerce business.
Under such circumstances, the Spring Festival Gala, which has accumulated more than 30 years of attention, is the most suitable bonanza for Little Red Book. Referring to Alibaba’s previous cooperation with the Spring Festival Gala, Taobao has tapped into a large number of people who have never been exposed to e-commerce. Not to mention that Xiaohongshu’s current users are mainly concentrated in first- and second-tier cities, and there is still a lot of room to explore user groups. In fact, the scene of Xiaohongshu’s e-commerce live broadcast is indeed very suitable for the “Spring Festival Gala”. On New Year's Eve in 2024, Xiaohongshu synchronized the links of Spring Festival Gala goodies and merchandise in categories such as "Spring Festival Gala Style", "Program Revealed" and "Spring Festival Gifts" in the live broadcast room "Everyone's Spring Festival Gala" backstage.
However, Xiaohongshu’s anxiety is also obvious. According Brazil Phone Number List to Huxiu APP, at the beginning of 2023, Xiaohongshu set an annual revenue target of 24 billion yuan. But later, the annual revenue forecast was lowered based on the actual situation in the first half of the year, from 24 billion yuan to 18 billion to 20 billion yuan. After proposing "buyer e-commerce", Xiaohongshu finally explored the direction of e-commerce. However, compared with Taotian, JD.com, Pinduoduo, and Douyin, there is still a big gap in size. This may be one of the reasons why Xiaohongshu chose to cooperate with the Spring Festival Gala - Xiaohongshu needs the Spring Festival Gala to provide itself with a new source of traffic, raise the ceiling of user scale, and further promote the maturity of the e-commerce business.
Under such circumstances, the Spring Festival Gala, which has accumulated more than 30 years of attention, is the most suitable bonanza for Little Red Book. Referring to Alibaba’s previous cooperation with the Spring Festival Gala, Taobao has tapped into a large number of people who have never been exposed to e-commerce. Not to mention that Xiaohongshu’s current users are mainly concentrated in first- and second-tier cities, and there is still a lot of room to explore user groups. In fact, the scene of Xiaohongshu’s e-commerce live broadcast is indeed very suitable for the “Spring Festival Gala”. On New Year's Eve in 2024, Xiaohongshu synchronized the links of Spring Festival Gala goodies and merchandise in categories such as "Spring Festival Gala Style", "Program Revealed" and "Spring Festival Gifts" in the live broadcast room "Everyone's Spring Festival Gala" backstage.