The 77 Day Of Xiao Hong'S "Missing": I No Longer Bet On A APP.

In October 15th, 77 days later, Xiao Hong was put on the application mall of applied treasure, OPPO, vivo, a plus mobile phone and so on. Although iOS has not yet been launched, it means that the reform of Xiaohong has made progress. For more than two months, the merchants who grew up with Xiao Hong's books also had a very anxious journey.

In April 2018, Yang Xiao (a pseudonym) began to promote his baking studio. This studio is located in a residential quarter in Foshan, and it has been open for a year and a half since its opening. Leaflets, trial eating, afternoon tea, he tried all kinds of offline promotion methods, and finally found that it is easier to find target customers online.

Micro-blog, Xiaohong book, oasis and jitter, after he tried all kinds of online promotion, still believe that Xiaohong Book community has the highest quality and the most friendly to small businesses. But the small red book shelf incident also made him have to reconsider more ways of promotion.

　 Business in Xinjiang

On a business trip, Yang Xiao found many people around him using a APP called Xiao Hong book. This aroused his interest. "This shows that the user community of APP has some economic foundation, which is consistent with our studio's baking target."

Since June 2018, Yang Xiao has released shop information on Xiaohong book. The content of baking is not uncommon in little red books, but most of them are simple works. By studying the contents of mother and baby, Yang Xiao found that not only the beautiful photos, but also the contents of "dry goods" which could guide users' practical exercises were more popular, and more exposure and recommendation would be obtained.

Because of the painful experience of running micro-blog account before, it has only increased dozens of fans, and most of them are "zombie powder" in operation for several months. Yang Xiao was surprised by the capacity of Xiao Hong's book. After a year of careful operation, fans are close to 1W, and the content of the praise and commentary is also less than the operation traces of the platform robot.

Ma Ruoqi was an early customer of Yang Xiao. Unlike other customers from Guangdong, she came from far away Xinjiang. As a full-time mom, soon after her baby was born, she wanted to do something for herself, and finally focused on Yang Xiao's baking studio in Xiao Hong's book. After a brief communication with the store, Ma Ruoqi did not hesitate to buy a ticket, cross more than 3000 kilometers, rent rooms around the studio to learn baking lessons.

After starting the operation of the little red book content, the city is no longer a guest restriction. Yang Xiao has received more than 40 customers since he started baking course business. Most of these customers came from Xiao Hong, and more than half of them were not from Foshan.

Despite the recognition of the content and quality of the little red book, the liquidity efficiency of the content still makes Yang Xiao headache: Xiao Hong's book did not provide a good cash outlet for merchants, because the private account owners such as WeChat, telephone and so on were repeatedly blocked by the platform.

The good news is that in 2019, Xiao Hong gradually opened up a series of commercialization functions. But just as Yang started to study the idea of realisation, a wave of off shelves brought a greater impact on his business ideas.

Since July 29th, little red book APP has been put off shelves at HUAWEI, Meizu and other major Android app stores and apple APP Store. After the little red book is off the shelf, Yang Xiao finds that the number of points in the shop is less than half. He thought that the impact of the shelf on the little red book was very great, and he himself had to start looking for other channels.

　 Tried many other applications.

"When can we get on the shelves?" Yang Xiao has been inquiring about the book since the red book.

Yang Xiao believes that the quality and loyalty of Xiao Hong's customers is also high, so it is difficult to find an alternative platform. "Otherwise, there will not be so many links to download the little red book on Taobao after the little red book is downloaded."

According to previous media reports, a lot of Taobao sellers made a small profit on the shelf of Xiao Hong book. Because the shelf of Xiao Hong's book is only for China, overseas editions can still be downloaded. Taobao sellers only need to provide overseas account system, which can help users to download the little red book APP.

But for the little red book, the loss from the bottom shelf is obvious. Data agency QuestMobile showed that after a month, the daily data of Xiaohong Book plummeted from 38 days in July 31st to 5 million 770 thousand in September 6th, a decrease of 22%.

Many speculators took the opportunity to take away the traffic that originally belonged to Xiao Hong. During the small red book, APP Store search for "little red book", we will see "Xiao Liang Shu" and "Xiao Hong Shu Cao" and so on.

Yang Xiao did not download the book, but he began sending messages to nearby female friends and Internet practitioners. "Is there anything like APP in Xiao Hong's book?"

At the end of August, micro-blog's pictures of social products oasis shelves, the invitation code Yang Xiao once thought he found a straw. This APP content typesetting is very close to the little red book, and the design of the publishing page is very similar.

But APP, who only got involved in the two day online, disappointed Yang Xiao. "There is no good content audit mechanism, the content is poor quality, the page design is not scientific, the home page can not see the number of fans, praise points, and even can not judge whether the big V", he complained, "the lack of real user traffic, many businesses mutual praise and robot operation."

　　 A heavy hammer in the critical years of business

In 2019, it was called "the critical year of user growth and commercialization" by Xiao Hong. In February, Xiao Hong launched a brand cooperation platform to provide three identities: brand side, MCN (content co operative body) and brand partner (KOL). Yang Xiao's studio became one of the 4800 brand accounts.

"We can see that little red book has made a lot of efforts in commercial realisation." Yang Xiao said. According to its introduction, through the business consultation page of the brand side, users can leave their own contact information on the business consultation homepage, which is made by merchants themselves, which provides an effective outlet for the realization of merchant accounts. In addition, as a platform certified brand business, merchants can cooperate directly with the people through platform endorsement.

At such a critical moment, the product shelves are undoubtedly a heavy hammer, and the pace of commercialization efforts has stopped abruptly. People who are close to supervision describe the state of Xiao Hong's book at that time. According to its disclosure, in order to get on the shelves as soon as possible, Xiaohong book once sought help from irrelevant research institutions.

For the alleged violation of content, Xiao Hong has been aware of the problem, but the scope of the audit is mainly focused on brush volume and powder level, which is used for the purification of commercial environment. Most of the audits related to Huang, illegal advertisements and so on have achieved little effect.

Not long ago, Xiao Hong was named after the Ministry of Industry issued the first quarter QoS announcement in 2019. At the same time, "false notes" and tobacco marketing also made Xiao Hong several times on the public opinion.

After going off the shelves, Xiao Hong began to consolidate the content audit team and audit process. There are small red book insiders said, compared with the user's notes before the shelves are not all audited, now, "the audit team has expanded enrollment of two or three batches, now every user released notes will enter the audit process, first machine audit, then manual audit."

Xiao Xiao was relieved to learn that Xiao Hong's book had been put on the shelves again. He believes that after this period of time, Xiaohong book should be better and better. But he no longer wants to bet all his energy on a APP. Recently, he began to study the jitter.

But he has not yet figuring out the "play" of the short video - "one is the picture, the other is the video, and the jitter is quite different from the little red book."