Research On Collaborative Content Production Of Xiaohongshu

With the rapid development of the Internet,online shopping has become a common choice for people.The e-commerce industry is becoming more and more mature and has contributed to the coexistence of Taobao,Jingdong and other online shopping platforms.However,not only is the e-commerce industry facing fierce competition,but also the overall growth rate is slowing down.Therefore,the e-commerce model needs to be innovated.In this context,Xiaohongshu,as a social e-commerce,was born in 2013.Through building content communities and deep involvement in content production,it has become one of the leading online platforms in the e-commerce industry in China.Why can Xiaohongshu achieve such rapid development in just a few years? How does it run its platform and form a unique multi-content process in terms of content production? How does it optimize the collaboration mechanism of content production?This study,selecting Xiaohongshu as the research object,sets out to discuss the process,characteristics and internal cooperation mechanism of its content production from the perspective of collaborative content production.First,in respect of development technology and market,this study explains the reasons for Xiaohongshu's collaborative content production,and analyzes its user characteristics and content production positioning.Second,this study performs a detailed analysis of the content producers in Xiaohongshu and their advantages,including their advantages and the different roles played by them.In addition,for better explanation,the content production process of Xiaohongshu is compared with that of Mogujie from the following four aspects: content selection,content writing,content publishing and content secondary processing.Third,to analyze Xiaohongshu's content production optimization strategy,this study shifts focus to its content producers,content production culture,content production control,and content production ecology.Finally,this study attempts to illustrate the implications that Xiaohongshu's content production mechanism can have for other e-commerce platforms.Based on the above analysis,this study holds that the key to the success of Xiaohongshu as a social e-commerce platform lies in the construction and optimization of its collaborative content production mechanism.Against a background of technological empowerment,UGC content production,and the rise of content marketing,Xiaohongshu successfully pulls together different content production participants,for example,users,brands,and official platform accounts.Moreover,it aims at several content types such as overseas shopping,life field,beauty and skin care,and hot events,constructs a social content expression system,producing strong marketing content.In this way,it goes deeply into the vertical content field and the focus content community is formed.Xiaohongshu's strategy of optimizing collaborative content production mechanism is mainly reflected in: activating the vitality of content producers through differential positioning,creative marketing and fan effect;shaping real social culture and women's participation culture;creating closed-loop content ecology and forming online and offline closed-loop consumption experience.The implications of Xiaohongshu's collaborative content production for other e-commerce platforms are resource integration,trust building and win-win cooperation.