Hang Lung, and China Resources.

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For example: In the three years from 2017 to 2020 , Neiwai has 110 retail experience stores in 29 first- and second -tier cities across the country, and has strategic cooperation with first-tier owners such as Kerry, Sun Hung Kai, Swire, On the one hand, choosing a high-potential business district for the location of offline stores can reflect the brand image and effectively form brand endorsement. On the other hand, as traffic becomes more and more expensive, offline channels can bring brands greater room for category expansion and more development opportunities. With the help of the layout of offline channels.


Ubras and Five Ladies from Douyin, etc. To understand Hongshu brands, let’s first look at the adjacent Douyin brand data. According to CBNData data , as of May 2022 , there are more than 400 brands in the Douyin number database brand pool , mainly domestic brands, with annual GMV concentrated between 30 million and 200 million yuan, and some of the TOP 50 brands exceed 200 million yuan. The categories are mainly cosmetics, personal care products and food, including brands such as Ubras , Little Bear , Lian Coffee, etc. The question is, does Xiaohongshu have any " red brands " ? There are brands that have completely emerged from Xiaohongshu. Let me first talk about the objective situation of the platform.



Compared with Douyin, Xiaohongshu's daily active user population and residence time are insufficient. Compared with Taobao, Xiaohongshu's shopping attributes are weak, and users discover and purchase products more through content. Secondly, the maturity of Xiaohongshu 's e-commerce is far lower than that of Douyin and Taobao, and the probability of users actively searching for products in Xiaohongshu Mall is also small. Only by continuously producing high-quality content can merchants obtain system recommended traffic and use notes to drive product sales. At the same time, the essence of Xiaohongshu is internal.