Business Model Research Of Community E-commerce Platform About Little Red Book

In recent years,based on the growth of e-commerce platforms and the development strategy of China’s “intelligence +”,the relationship between “people,goods and fields” has been continuously reconstructed.In addition,nowadays we are in the era of fragment economy and long tail economy.The “flow pattern” pursued by enterprises has been out of date,and the big era of community marketing has arrived.Consumers gather together with common interests and values,users gather in a "tribe" form,and consumers’ evaluation and support for products and brands become important factors which influence our purchase.In this context,community e-commerce is also taking a unique advantage to realize the social dividend of commercialization and gradually occupy the leading position in the e-commerce market.Founded in 2013,Little red book has 200 million users,obtained multiple financings and is in the leading position in the industry in just over 5 years.Compared with the success of little red book,traditional e-commerce enterprises are struggling hard,so the study of little red book’s business model to explore the success of its community e-commerce,shortcomings and solutions,not only for the little red book itself but also for other community e-commerce enterprises both have important implications.Based on the collation and analysis of the relevant literature and theories of the community economy,community e-commerce,business model,this paper adopts the Community--New 4C Rule(Community,Content,Context,Connections)and combine with the way of operation of little red book to analyze the unique business model:the mode of community thinking and the integration of three senses in the community itself;Starting point of community connect,word of mouth,opinion leader,strong connection,internal and external connection,connection + trust in community connection;marketing in community scenes and combine online and offline scenes;UGC in the community content,difference&scarcity about the content.However,although Little red book’s community e-commerce business model has achieved great success,there are still some problems: the suppression of UGC power,the trust crisis in the connection,the "cocoon house" phenomenon in the scene,and the lack of e-commerce genes,which makes it difficult to realize the content.The paper finally puts forward four suggestions that can be followed in the development process of Little red book community e-commerce by analyzing the causes of these problems,including:giving the social responsibility,strengthening the supervision and management of its ownplatform,diversified channel channels,taking its own unique commercialization.The final part of this paper proposes research conclusions respectively on community thinking,connections,context,content,community e-commerce,community platforms,users,and brands in the community e-commerce business model.In summary,it is to make full use of the community Thinking,creating unique and valuable content allows members of the community to fully engage and connect,connect people,people and things,things and things in multiple dimensions under the leadership of opinion leaders.In multiple channels and fragmentation context,taking advantage of new way of marketing to create customer’s buy willingness,increase user stickiness,stimulate users’ desire to purchase,and thus maximize the value of the context and bonus of community e-commerce.Trying to provide useful reference and inspiration for other community e-commerce companies and brands to improve and enhance business models in order to achieve social dividends.