From the Perspective of Feminism: Market Positioning of Xiaohongshu

DOI

10.2991/assehr.k.210806.037How to use a DOI?

Keywords

Feminism, SHE Economy, Media Convergence, Marketing, Xiaohongshu

Abstract

Xiaohongshu, as a significant consumer carrier under the background of female consumerism, has achieved some marketing success in China. The success stems from its emphasis on female consumption. It works on culture concept, media convergence, marketing that highly connected with feminism. On this basis, it demonstrates unique preponderance and surpasses other same kind products in Chinese competitive media surrounding. This article starts from female perspective and investigates the relationship between Xiaohongshu’s development and feminism. We use research methods and perspectives of female theory. Through our research, we have found the result that Xiaohongshu has the merits of concept construction and the emotional values, also has targeted strategies from female perspective in the new media environment and market definition from female base to community marketing to e-commerce construction.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Keyin Lian
AU  - Zu Chen
AU  - Haomiao Zhang
PY  - 2021
DA  - 2021/08/09
TI  - From the Perspective of Feminism: Market Positioning of Xiaohongshu
BT  - Proceedings of the 2021 5th International Seminar on Education, Management and Social Sciences (ISEMSS 2021)
PB  - Atlantis Press
SP  - 190
EP  - 194
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210806.037
DO  - 10.2991/assehr.k.210806.037
ID  - Lian2021
ER  -