Research on the Digital Business Model of Xiaohongshu under the Background of the SHE Economy

DOI

10.2991/aebmr.k.220405.205How to use a DOI?

Keywords

SHE Economy; Social Media; Business Model; Marketing Strategy; Xiaohongshu

Abstract

Xiaohongshu, a popular platform for sharing information and shopping under the background of SHE Economy, appears to be the top few apps in China nowadays. As technology develops, social media becomes an indispensable element in people’s daily lives. Meanwhile, women have an increasingly higher social status. So does their consumption power. The success of Xiaohongshu cannot be achieved without appropriate marketing strategies corresponding to the current society. This article analyzes the business models used by the platform in the way to enhance their values built from females and therefore, promote the company’s reach by applying marketing strategy theories. The research finally concludes that with the advantages of both good uses of business approaches and responses on female related values, Xiaohongshu is placed at the frontier of the industry of digital platforms.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Siyuan Gong
PY  - 2022
DA  - 2022/04/29
TI  - Research on the Digital Business Model of Xiaohongshu under the Background of the SHE Economy
BT  - Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022)
PB  - Atlantis Press
SP  - 1241
EP  - 1244
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220405.205
DO  - 10.2991/aebmr.k.220405.205
ID  - Gong2022
ER  -