Research On Traffic Realization Of Xiaohongshu APP In The Attention Economy

The traffic can be exchanged and consumed,becoming a valuable scarce resource in the attention economy.In this case,the traffic realization process can be divided into several dimensions of user traffic value mining,platform traffic resource development and market traffic capital appreciation.With competition is increasingly fierce,traffic blue ocean has become traffic red ocean,therefore,businesses have higher traffic construction cost and weaker subsequent profitability.Xiaohongshu APP has been widely seen in public because of good market performance recently.Through the model of social e-commerce integration,Xiaohongshu APP occupies the users' lifestyle entrance and consumption decision entrance,and it creates a business ecosystem which is recycled well,finally,The community plays the role of traffic accumulation,and the e-commerce bears the responsibility of traffic conversion.In this regard,Xiaohongshu APP builds the UGC platform to output a lot of high-quality content.At the same time,it takes advantage of social interactions in order to enhance user stickiness constantly.In addition,it relies on social hot spots to achieve successful viral-marketing.Finally,it depends on fan economy to add star effect continuously.Thus,Xiaohongshu APP has complete traffic accumulation,and it has lain user base for traffic conversion followed in these ways.Then,it gives full play to user value to achieve comprehensive monetized advertisement.In the meantime,it builds a strong brand to erect firm barrel of entering.Moreover,it carries out the strategy of precision marketing to entail greater sales conversion.Besides,it integrates online and offline strategies to take diversified operation.So far,Xiaohongshu APP has translated traffic into sales.The data shows that Xiaohongshu APP's traffic accumulation is good,but the traffic conversion is not satisfactory.In fact,there are obvious problems in its traffic realization.Hence,the author uses ROST Content Mining 6 software to analyze negative user comments in the APP store.She carries out further research by establishing a user word-of-mouth analysis model,so as to understand the problems in the traffic realization of Xiaohongshu APP and put forward effective strategies.At present,the problems include product quality problem,logistics disruption problem and market word-of-mouth problem which impacts the user traffic value mining,system performance problem,platform review problem and conversion efficiency problem which affects the platform traffic resource development with value realization problem,conversion channel problem and brand features problem which influences the market traffic capital appreciation.In the end,three proposals are available to address these problems,including that solving users' pain points to give full play to the value of user traffic,optimizing platform services to rationally develop platform traffic resources and constructing a business ecosystem to effectively operate market traffic assets.