Subject category:
Marketing
Published by:
Ivey Publishing
Version: 2025-02-13
Length: 18 pages
Data source: Published sources
Topics:
Social commerce strategy; Xiaohongshu evolution; Buyer era; Influencer commerce; Professional buyers; e-Commerce strategy; Content-commerce integration; Strategic differentiation; Live interactions; Consumer behavior; Influencer marketing; Operational efficiency; Merchant operations; Competitive advantage; Commission-based model
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Abstract
Founded in 2013, Xiaohongshu had evolved from an online shopping guide into a major app. By August 2023, the platform had introduced the 'buyer era,' marking a pivotal shift in its business strategy. Xiaohongshu integrated influencer and merchant operations into a unified department to enhance efficiency and strengthen the link between content creation and e-commerce. It needed to determine whether a commission-based buyer model could transition the platform from influencer-driven live e-commerce to a model where professional buyers would curate and present products directly to consumers. This strategic move required careful evaluation to ensure alignment with the platform's core strengths.
Teaching and learning
This item is suitable for undergraduate and postgraduate courses.Location:
Industry:
Size:
Large
Other setting(s):
2023
Subject category:
Marketing
Published by:
Ivey Publishing
Version: 2025-02-13
Length: 14 pages
Data source: Published sources
About
Abstract
Founded in 2013, Xiaohongshu had evolved from an online shopping guide into a major app. By August 2023, the platform had introduced the 'buyer era,' marking a pivotal shift in its business strategy. Xiaohongshu integrated influencer and merchant operations into a unified department to enhance efficiency and strengthen the link between content creation and e-commerce. It needed to determine whether a commission-based buyer model could transition the platform from influencer-driven live e-commerce to a model where professional buyers would curate and present products directly to consumers. This strategic move required careful evaluation to ensure alignment with the platform's core strengths.
Teaching and learning
This item is suitable for undergraduate and postgraduate courses.Settings
Location:
Industry:
Size:
Large
Other setting(s):
2023
Related
Subject category:
Marketing
Published by:
Ivey Publishing
Version: 2025-02-13
Length: 14 pages
Data source: Published sources