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July 22 news,Little Red BookreleaseCOOConanVideo of a conversation with economist Xue Zhaofeng. In the conversation, Conan first defined XiaohongshuE-commerceIt is "lifestyle e-commerce". Conan said that lifestyle e-commerce allows users to buy not only good products on Xiaohongshu, but also a desirable life.

"We have seen that many merchants are starting to operate based on user segmentation needs. Xiaohongshu e-commerce hopes to better support and serve this group of merchants who meet personalized needs and understand lifestyles," said Conan.

Xiaohongshu data shows that in June 2024, long-tail search terms that express personalized and specific needs of users accounted for more than 60% of all search terms on Xiaohongshu, such as "children's running shoes for heavy weight and fat feet", "recommendation of cushioning running shoes with a pace of about 6 minutes", etc.

Conan said that the key to lifestyle e-commerce is to activate the power of people in the e-commerce field to create purchase scenarios close to life and meet the personalized needs of users, from transactions to experience. "The 'people' in our lifestyle e-commerce are not just consumers and users, but people who can truly create, match and select products based on user needs. They are Xiaohongshu'sbuyer, who is also the owner of Xiaohongshu. These people who create shopping scenarios bring value and lifestyle experience to users beyond price.”

Xiaohongshu buyers are the first e-commerce roles to appear on Xiaohongshu. In 2023, Xiaohongshu integrated e-commerce into the community, opening up the entire link from reading notes and watching live broadcasts to placing orders, realizing the organic integration of community and e-commerce. This year, Xiaohongshu e-commerce proposed that "the buyer era has arrived." Conan introduced that many of Xiaohongshu buyers are original creators of Xiaohongshu. They select good products based on user needs and are the group of people who understand life the most and have the most lifestyle.

Conan said, "Xiaohongshu calls those who understand lifestyle and have supply chains Xiaohongshu managers, and Xiaohongshu e-commerce has become their first stop for online entrepreneurship." (Yicheng)

This article is from NetEase Technology Report. For more information and in-depth content, follow us.