500 Small Red Book Users Have Been Investigated.

Key points:

1. "grass" is not as good as "looking at grass": the core value is not "planting grass", because all platforms (Taobao / micro-blog / reviews / jockeys) are enriching their contents and improving the distribution mechanism to attract users. The little red book is only one of them; and its real value lies in the detailed comparison of "grass planting" in the platform, that is, "watching grass"; 60%, user behavior is "search" instead of "loitering" in the platform, and users call it "beauty Xiaozhi".

2. picture moat built: compare the platform, only the little red book has "massive" "text + picture" content for users to search carefully after comparison; and Taobao evaluation is brief, the public number is too professional, micro-blog information is mixed, short video is not easy to search, relatively low efficiency, the past precipitation of high-quality post and community atmosphere is its moat.

3. content > vegetarian >KOL> stars: users do not care much about bloggers. They care more about what they wrote than who wrote it. In the bloggers, users prefer vegetarian people because they feel that their posts are more authentic and reliable.

4. advertising soft text acceptance degree is very high: Although 40% users feel that there are many soft ads in App, but because there are not so many quality evaluation articles on other platforms, and at the same time, they have the ability to distinguish advertisements, so users have a high degree of acceptance for platform advertisement soft texts, and the more high-frequency users are more recognized by platform value, they feel that advertisements do not matter.

5. temporarily do not want to "weeds": mature users in the platform purchase habits have not yet been established, fake wind rating is the main reason for many users to retreat.

Xiaohong book has become the first choice for exquisite girls App. According to public information, at present, there are 85 million people living on a monthly basis, about 20 million to 25 million people living on Sundays, and 3 billion times of daily exposure notes, of which 70% of UGC's content contributes to exposure.

However, the company, which has been established for 6 years, faces many challenges at the moment. The slow development of e-commerce, the platform to improve the MCN entrance threshold led to a large number of KOL loss, at the same time, more and more water army, the impact of the user's use of the experience company has not benefited.

ZP surveyed 500 users and made a deep interview with 50 of them, trying to find out whether the younger sisters and their younger brothers recognized the changing company and were willing to continue to grow with Xiao Hong.

　 The Red Book of young and talented women

The users of Xiao Hong are still predominantly female, and are generally young. According to the ZP survey, about 3/4 users are women. Their age ranges from 20 to 35 years, accounting for about 90%, of which unmarried people account for 2/3.

"The little sisters around me are looking at it. The other day we did the manicure together was the beautiful design from inside. I think the people around the little red book are very young, they are all more than 20 years old, but not necessarily, my mother is watching the cooking on the little red book."

The beauty of the South America is found in the little red book.

Typical female users have a certain pursuit of quality of life, love beauty and know how to dress up, like learning knowledge and enriching themselves.

Sketched out the portrait of the users of the little red book, we will discuss the target user's ceiling.

The population of the 20 to 35 year old population in China is about 350 million (with data from the birth Bureau, data from the Bureau of Statistics). We extend the scope to a broader range, from 18 to 39 years of age (from 1980 to 2001, assuming that after 80 are the readers of Xiao Hong's book, while those who haven't gone to college have relatively low penetration rate), and the population is about 470 million. The ratio of men to women is 1:1 (male is slightly higher), while the male and female population is about 235 million under wide calibre.

Female users will be much smaller than the above figures, because at age, Xiaohong book has a high penetration rate among young female groups, while users less than 35 years old actually use less. ZP finds that mainstream women are married and have children at the time, and their children are older. Because of the pressure of life, mothers' attention to beauty can sometimes be dispersed.

"I see a lot of young people around me, like playing, like the beauty of friends like to read the little red book, but usually children have little to see, there is no time; around most of the colleagues do not see married."

Three or four young mothers who read Xiao Hong's book once a week

More importantly, income level is the primary reason limiting the use of small red books by many people, and income level is directly related to China's urbanization process.

ZP found that the average monthly personal income of its users is about 5000 yuan, but in fact, the proportion of the monthly income of 5000 yuan or more is only about 30% (the forty-third statistical report on China's Internet development in CNNIC:2019). What's more, the proportion of young people earning 5000 yuan a month may be lower.

From the perspective of urbanization development, the population of urban areas accounted for less than 30% of the population from 470 million to 1980 in 2001. Xiao Hong is considered to be a fashion gathering place. Fashion is by no means the patrons of urban people. However, it has to admit that the difference between urban and rural incomes and Education (affecting cognition) will block some users out of the wall.

A few female users who temporarily gave up the little red book said that "the recent lack of money" is the main reason for their own reduction. After all, this platform has a strong consumerism attribute, and it is difficult for a few meters to swim in this material world.

"The more you look and want to buy, the more recent changes in your work. I simply dump the little red book."

The little sister who reluctantly gave up because of job changes

Therefore, under the Dual Restriction of age and income, ZP estimates that the small target of female users is 100 million +, and it is possible to break through 200 million difficulty. In the four and below cities, Xiao Hong still has a female user who has not yet touched up, and is the source of the growth of the company's short and medium term users.

There are fewer young women without Xiao Hong's book. If you want to expand male users, it's actually a better choice. Media coverage of science and technology digital content in Xiao Hong Book increased by 11.4 times in the first half of 2019. But according to ZP research, male users seem to be not so cold on technology and digital content in little red book. They pay more attention to sports fitness and hairstyle. And these contents are also the focus of the nice and other tidal shoes and tidal clothing platforms.

Although China has 230 million adult men born after 1980, the first small red book has a low penetration rate in the post-80s generation, and they generally do not catch a cold on this app because they seem to have fixed their own "simple" style of wear, but the attention of 95 after 00 has increased steeply. Secondly, boys are still very "steel" in general. They will look at the tiger, but at present, the feminine tone does not seem attractive to them.

"I read some NBA posts in the little red book, video, but in fact, these are also in the tremble."

Look at NBA in Xiao Hong's book rather than the younger brother related to it.

But the above is only the current user ceiling. In the future, with the continuous development of urbanization, girls are more rice, boys are more interested in beauty, so the long-term user scale will increase with time.

Grass is not as good as looking at grass.

People's impression is that small red book is a platform for finding good things, but ZP discovers that "grass planting" exists naturally, but it is not its core value. The core value of this platform lies in "watching grass".

For small red book users, Taobao and other electronic business platforms, friends, word of mouth, micro-blog and other beauty bloggers / tourist bloggers are also important grass planting bases. Nowadays, all platforms are doing thousands of faces. All of them have introduced short videos. They are strengthening the "Amway" function in app. There are abundant channels for users to grow grass. Users tell ZP that their attention has been continuously diverted from the grass. There is a lot of video on the chattering. The public comment homepage is doing the same as the little red book. The brush is very good.

ZP found that typical users use the Red Book 3 to 4 times a week, and the purpose is very strong when they use it. Usually they are "shopping for something" instead of "shopping for something". They have goods to buy, and then search for it, and regard it as "beauty knows little" and "life reviews". The general high frequency users (who account for relatively little and usually have higher income level) will brush randomly.

"To use Xiaohong book as a search tool is a little like a little Baidu with makeup, casual look at micro-blog or bean paste; little red book recommends less content, and pays close attention to it occasionally."

Love, love, love, travel, small sister

"Sometimes I see a couple of good lipsticks on micro-blog, go to search for the color number, check it and compare it. Almost all of them are purposeful to look at, basically planting grass first and then searching."

The little fairy of the Central Plains who opened the little red book three or four times a week.

"Most of the time is randomly brushed to see if there is any new net red product that can grow grass and search for less stuff. People who are interested in it are interested, they will go to see, do not look around."

OL, a popular hobby in the Yangtze River Delta

On the whole, users' use in the little red book is more obvious "on-demand" - new clothes for seasonal clothes, to lose a lipstick, to run out of a face cream, to travel for an annual leave, to decorate a house, to prepare for pregnancy / labor, and to open a little red book search.

Little red book may not be the only base for planting grass, but it is the best quality, efficient and indispensable place to look at grass. We think that Taobao has no in-depth comment, micro-blog's information is too chaotic, and the /B video station is not convenient to compare with each other. There are more exchanges and more detailed assessments.

"It is generally seen on the micro-blog that someone else has sent it, or at B station, it has seen grass planting and little red book search. It is a bit of a sense that Po science popularization people do not speak much in micro-blog and B stations."

Living in the capital of the Imperial City, little red book, half year's students.

"The content of the little red book is relatively high, the micro-blog advertisement is implanted too much and the page is tedious. It will also look at the WeChat public number, get more knowledge and be more reliable. The little red book is more interesting. It mainly depends on pictures and texts, does not like video, and is inefficient and time consuming."

Exquisite northern little brother

At least from the present point of view, Amway's "little red book" graphic evaluation is a moat that any company can hardly shake in the short term.

As for the little red book, it is also doing content generalization, introducing some entertainment content, but the feedback of users is very general, because mainstream users will not regard it as an entertainment platform, but a "deep evaluation base area". They want to figure out a happy voice to shake hands, and those attracting eyeball content cause users' discomfort.

"Little red book is also a little yellow, I search fitness, it gives me push those content to see is not just fitness."

A little sister who is disgusted with the little red book edge ball.

"What to say" is more important than "who says".

Xiao Hong also invited stars to enter, hoping to attract more users through the flow of celebrities, and rely on the credibility of the stars to enhance the trust of the platform. Of course, there are also uninvited lovely ray general, in order to promote their own new camera phone CC9.

In order to win the KOL and provide users with quality content, on the one hand, support the head net red, on the one hand, regulate the MCN on the platform. Media reports said that if MCN agencies involved in the "cooperation" period, such as "private purchase orders, not through the small red book brand cooperation platform", "false partnership with bloggers" and "data fraud and cheating" behavior, the deposit will be deducted and the cooperation will be terminated for one year. And "private orders" will directly deduct 200 thousand deposit.

Star and net red these head big V is regarded as the core asset by the company, does the user think so?

ZP survey shows that about 20% of users tend to see the content of V, and twice as many users tend to see post posts. 40% of users think it doesn't matter who sends it, so long as the content is good.

As for the stars, there is not much mention. Fan Bingbing and Ouyang Nana played in the little red book, but in addition to the fact that a few stars were very active, most of the stars were content not only from the amount of fans (Angelababy fans 1 million 910 thousand vs. micro-blog 100 million), the number of posts (Fan Bingbing's note number was only about 70), or the content (in the little red book recommendation vs. vs. news / funny news on the micro-blog / jitter).

"Fan Bingbing, I don't see it at all. She's so rich that she pushes about 100 yuan. It's too fake. I don't believe it at all. Zhang Yuqi is real.

The big stars are close to the people but feel a bit of a fake girl.

In a deep interview, users told ZP that they came to Xiao Hong's book to read content, so long as the content was written in detail, no matter whether the author was famous or not. They think that vegetarian people tend to be more attentive, but when they grow up into net red, they begin to pick up advertisements. At that time, the quality of stickers dropped dramatically.

"Who do you like to see? Look at the more complex, will not be too concerned about the amount of fans, content based, do not mind the amount of praise, this is all water. He added a lot of people but felt that his post was easy to follow.

"Maybe fans don't want to see it when they get bigger, because most of them have company arrangements. There are a lot of advertisements. It's mainly because of the feeling that micro-blog would feel like this before."

"People who like to keep their original heart sometimes see other people talking about changes in the mental process of small transparency to big V. Generally, they do not like much fans, hundreds to two thousand or three thousand, and generally ask questions below, she will answer."

"Those who like their attention are not so red, sophisticated, small and obscure. They are pure sharing. After that, there may be more interests and advertisements."

Generally speaking, ladies and gentlemen are more popular.

Perhaps in order to be famous, maybe to share, the author who writes carefully and carefully is always easier to get the favor of users. The influence of net red V is far greater than that of these vegetarian people. But compared with the sales of Electronic Commerce (recommended products), users are more likely to recognize the information value of the platform (tutorials / effects), and the real intentions of the post are often derived from the writing of a vegetarian (or professional body of pen and pixel people).

In this way, the platform only protects those creators with big head V hitting the waist and tail, and the impact may be greater than losing a few stars. This is a blow to the confidence of many bloggers who genuinely create, and the evaluation of their true feelings is the key to supporting the platform.

More ads? No problem!

Some people complain that there are more advertisements in App. Some people think that these short video platforms are very fierce, so they worry that the users will be lost - there is no need to worry at this stage.

ZP survey found that the frequency of user use is still rising significantly, and the growth of cities under four lines and below is more obvious. Richer content (ranging from cosmetic skin care to every facet of life, but not entertainment), and more elaborate posts are the primary reasons for increasing user usage.

The increase in advertising is indeed the reason for the loss of some users, but it accounts for only 8% of the total users. It is not as big as the Mei Qian.

With the increasing number of soft and extensive hydrology on the platform (40% of users express many soft articles), the ability of users to identify soft and broad is gradually increasing, and the soft language routine has been gradually understood. Most users (80% of depth interviews) can identify hydrology. It is easy to judge the true reliability of an article from exaggerated descriptions, dazzling symbols, too positive affirmations, and obvious comments.

"Can see what is advertising, see article style, unified declaration, a lot of exclamation marks, or long winded, a lot of symbolic expressions, mostly advertising."

"A lot of soft texts have been found. They are all bloggers who specializes in branding about a brand. They are quite distinguishable. For example, when he recommends a heap of ladies' brands, he tells a homemade brand that has never heard a name, or a brand that only tells well and doesn't tell bad. Generally speaking, there is a lot of soft language compared to net red, relatively new brands or products, so the brand of net red is not necessarily soft.

"I have seen the soft articles of cosmetics and drugs, the number of points is particularly high, the same content has been sent many times, or the following comments are two person turns, with script."

- the girls who hammered the golden eye.

It is worth affirming that the higher the frequency of users, the higher the degree of acceptance of advertisements. In the eyes of fans, there are still many good posts to be excavated.

"Sometimes it is advertisement to see the whole article. For example, hair style, see the last is found to the film advertising, stereotyped what. Now I think the advertisement is acceptable. If you read the things you learned before, you will not buy the latter one anyway.

"Some of the real soft colors that are not tested are acceptable, and only want to see what the real color is. It can accept advertisements, but the use of feelings must be real; soft papers may also grow grass.

"Fortunately, I usually have a targeted look at the little red book, the impact is not very big; soft text is more official, mainly based on personal feelings, I think it is understandable, all platforms need advertising."

Users who are tolerant of platform advertising behavior

Advertisements are everywhere, but good advertisements are few and far between. The advantage of vertical class platform is that a lot of deep evaluation is made for users. Compared with other platforms, some of them formed the habit of issuing related articles on the basis of the quality of the products. The other platforms are difficult to surpass in the short term in terms of quantity and quality. So little red book, so do new oxygen and hornets' nest.

Where else can you find such excellent information, Baidu?

However, advertising should be restrained. The possible impact of too much soft language is that the user's belief in the recommendation of the little red book is down. During the exchange, some ladies and sisters told ZP that they are more inclined to compare the multi platform. Besides the little red book, the beauty makeup will be looked at at micro-blog, bean petal and B station. The tour will also be searched in hornets' nest and flying pig.

　　 The electricity supplier still seems to have little chance.

The advertising prospect of Xiao Hong's book seems bright. How has the electricity supplier been performing for many years? ZP finds that it is still not optimistic.

About 1/3 of research users (relatively high frequency users) indicated that they had done shopping in Xiaohong book in the past six months. Nearly 40% of users have never bought anything on the platform, and 30% have bought it, but they no longer shop on it.

The negative reports of fake goods have persuaded many users, but this is by no means groundless. Some users have really bought fake products. At the same time, people often use Taobao Tmall and other e-commerce sites to get used to it too much. They are too numerous and trustworthy, and there are several big promotion times every year. There is no need to bet on other shopping platforms.

"Everyone feels that Xiao Hong is selling fake products. Most of the people around us feel this way. I'm also afraid of buying fake."

"Afraid of fake goods, the news has seen the true and false mixed with the sale."

"Buy fake, go to the counter to see the lipstick tube packaging is not the same. Before Jingdong bought fake, such a big company can not believe it, let alone Xiaohong book. And it's not cheap. So much money is spent. Sometimes it costs 20 to 30 yuan on line. I'd rather spend more than 20 yuan to buy a real one.

For various reasons, it is not the users of Xiao Hong book shopping.

Interestingly, the proportion of shopping in boys and four and below cities has been higher than the average level in Xiaohong book in the past six months, while girls in the second tier cities are cautious.

For some users who want to meet the needs of the sea, it is reasonable to say that the small red book, which has been built up by cross-border electricity providers, has an advantage. But actually, we have tried to find a way to buy it. Users of a second tier city will buy their duty-free shops at the airport when friends go abroad, and the users of the three or four line are more dependent on the micro quotient in the circle of friends.

"Good skin care products at Tmall international, koala buy, or find friends to help purchase, friends are very enthusiastic."

- every year, a girl who is asked to buy two times on a business trip.

Even if the user buys on the little red book, the commodity that often buys is not imagined tall. The users with high income are not shopping in Xiaohong book, while the low users buy more ASP bursting lipstick and mask on the top.

Gao Yi asset Qiu once mentioned that the essence of retail is price and efficiency, and only after "trust" can players be eligible to compete for efficiency and price, otherwise you will not even be able to get customers to stay.

The trust of Jingdong Suning comes from platform itself. The trust of Tmall comes from the official brand. Taobao's trust comes from the store rating and sales left by the household vote, and a lot of trust comes from advertising and gradual improvement of product quality. For Xiao Hong's book, the credibility of the self operated platform has not yet been established, and the third party shops are hard to judge credibility because they are not drilling or crowning.

If you buy a big name (Tmall flagship store), people are usually attracted by the price, when the user should weigh the risk return on the little red book. If you buy a non famous brand, you will believe more about your post.