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Say goodbye to enterprise number and personal number, and introduce a new account system.
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Account system is the foundation of a platform, and all product functions and business logic are based on account system.
For example, the hukou system is equivalent to the foundation of a building.
In the previous little red book account system, the account type I * * * has the following types:
1, enterprise
2. Personal number
3. Certified bloggers
However, this time, Xiaohongshu adjusted the ledger system and removed the enterprise number, personal number and certified blogger number of Xiaohongshu. On August 2, it will be uniformly adjusted to "professional number" and "non-professional number".
But everyone will definitely wonder, what is the professional number? Same as before? Just a new name?
After all, the previous little red book "brand number" was actually upgraded to "enterprise number".
However, according to my observation, Xiaohongshu is no longer changing its title this time, but has a new understanding of the "bottom account system".
First of all, all accounts that have just entered the Little Red Book Community are "non-professional numbers", no matter you are an individual or a company.
In the state of non-professional number, your account function is basically the same as the current "personal number".
However, the non-professional number can be upgraded to a professional number through the action of "authentication".
Then "certification" is equivalent to a kind of qualification examination, but as far as examination is concerned, it can be roughly divided into three types:
1, large, medium and small businesses or enterprises with brand recognition, such as coffee shops, fruit shops, XX shops, beauty brands and clothing brands. ;
2. Authoritative identities with professional qualifications, such as lawyers, doctors, teachers, etc. ;
3. Interest-oriented identities, such as food bloggers, fitness bloggers and beauty bloggers.
The enterprise type certification fee is 600 yuan/year, which remains unchanged from the existing enterprise number certification fee standard, and the certification standard is slightly adjusted, but the overall adjustment is not big.
Authoritative professional identity charges 300 yuan/year, which requires relevant information, such as lawyer's certificate.
Interest-oriented blogger type certification is 0 fee, and no proof is required.
In the past, only enterprises and excellent bloggers could be certified, but how did previous bloggers express their identity?
In fact, it's written in your profile:
Beauty blogger/human resources director of listed company/ .....
So from this point of view, after the upgrade on August 2, Xiaohongshu supports users to fill in their own identities on products, which truly realizes that everyone can be authenticated and everyone can become a professional number.
After August 2, if you are an enterprise, you can be certified as a professional number, you are an authoritative professional identity, you can also become a professional number, you are a general interest blogger, you can also become a professional number.
Therefore, we can also understand the "professional number" as an identity tag, and it is an identity tag made in the little red book, but the special identity tag needs more strict examination.
At the same time, the official of Xiaohongshu also stressed that becoming a "professional number" does not mean that it has obtained the endorsement of Xiaohongshu platform, but only passed the identity review.
In addition, Xiaohongshu's people also stressed that the certification fee or the previous enterprise number certification is not for profit, but to pay the audit fee of the third party organization, which is similar to the logic of WeChat official account certification and Weibo certification fee.
But why should we make professional numbers? What can a non-professional number do?
Here I can give an explanation: if you want to start a business in Xiaohongshu, whether it is brand marketing or opening a shop to sell goods, the professional number is the basic prerequisite for obtaining these functions.
If it is not a professional number, there is no such function.
But remember? Everyone can apply for the certification of interested bloggers, and they can pass without any charge, so it is "easy for us to become a professional number, so why not".
However, because there are three kinds of certifications for professional numbers, although they are all professional numbers, their respective professional numbers have different functions, which sounds confusing. In order to simplify the explanation, I made a table specially, which I hope everyone can understand more easily.
In short, the professional number of corporate identity will gain more brand cooperation functions and brand marketing functions, while the professional number authentication of personal identity is just an account with logo on the first page of personal account, which is somewhat similar to Weibo's personal authentication.
Yes, I said something similar, because there are still some differences. Smart students have already seen some clues, because in the above picture, Xiaohong Bookstore (potato shop) can be opened by everyone.
This is also an important adjustment of Xiaohongshu on August 2.
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Shopping malls and potato shops are integrated into one, and the integration of number stores is fully implemented.
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In 20 14, xiaohongshu officially opened the road of e-commerce. In the early days, cross-border e-commerce was called a welfare society. Later, due to the lack of advantages of cross-border e-commerce, it gradually turned to content e-commerce. The e-commerce products were renamed as "Little Red Book Mall" and the open brands settled in, which was equivalent to "Tmall" in Little Red Book.
However, Xiaohongshu's e-commerce road was not smooth, and it did not bring the hope of commercialization success to Xiaohongshu. Therefore, Xiaohongshu Mall has always existed, but it has not been the "main force" of the platform.
This August 2nd revision, Xiaohongshu Mall will also become history. This time, Xiaohongshu opened up the original Xiaohongshu Mall and the original potato shop system, collectively known as "Xiaohongshu Store".
As we all know, Xiaohongshu Mall is obviously different from the potato shop in the past.
A typical little red book mall has public domain traffic. For example, you can search for related products being sold in the mall in Little Red Book.
However, the potato shop will only be displayed on the personal pages of bloggers and enterprises, and will not be searched in the platform, and more private domain traffic will be converted.
Secondly, Xiaohongshu Mall also has relatively perfect professional tools in promotion, marketing and customer service, but there were few tools in potato shops in the past.
So we understand that the potato shop is a simplified version and a low-priced version of Xiaohong Bookstore.
But will the Xiaohong Bookstore after 8.2 continue the previous potato shop model? What are the characteristics of the future Xiaohong Bookstore? What should I do with the previous Little Red Book Mall?
I believe everyone is full of questions. Don't worry, let's continue.
1, 0 threshold: every individual or enterprise can open a shop quickly after August 2, abolishing the basic condition that 1000 fans can open a shop before, and truly achieving the 0 threshold. But the premise is that you have to make a "professional number" first, but we all know that the professional number of the interest identity does not need to review any information, so it can be equivalent to the threshold of 0.
But that doesn't mean everything can be sold. What do you want to sell? Like idle fish?
The answer is no, Xiaohongshu still hopes that the products and brands that can be sold are compliant, so the released goods must pass the examination before they can be put on the shelves.
Therefore, the small red book platform will also ensure that users guarantee regular goods. If they encounter a problem product, the platform will actively pay compensation according to laws and regulations.
2. Commission reduction: After August 2nd, Xiaohong Bookstore changed the platform commission rate to 0 commission for sales below RMB 654.38+0,000 yuan, and charged 5% commission for sales above RMB 654.38+0,000 yuan, which is undoubtedly a positive compared with the previous potato shop. For the users of Xiaohongshu Mall in the past, it is also a significant positive!
3. Fast settlement: In the past, the settlement of Xiaohongshu potato shop and shopping mall was mostly monthly, but after August 2, Xiaohongshu potato shop will be upgraded to T+7 settlement, which is good news for small and medium-sized businesses. Small and medium-sized businesses are most concerned about cash flow. Monthly prepayment has become a pain for many brands, but T+7 will help you to some extent.
Through the above three points, we can also clearly see that the characteristics of Xiaohong Bookstore are obviously different from the past.
Secondly, the model of Xiaohong Bookstore has changed obviously. First, the professional number and the store need to be bound, each shopkeeper directly displays the store, and each merchant and store are combined.
In the past, the account number and shop of Xiaohongshu could be separated. For example, you can only open a store without making a number, but after the revision, there is an inevitable binding relationship between the store and the number. No number, no store.
Therefore, after the revision, users of Little Red Book first see the number instead of the store, so what the number is like and what kind of content to share becomes more important, and brand content or IP is mentioned as the core strategy.
The significance of this is to meet the needs of users in the new era. Like the traditional product details page in the past, users can only see the product introduction. In fact, it is difficult to feel the tonality of the brand and the feedback from the real users of the brand. By seeing the professional number first, users can see the published content of the brand first, then the product, and finally the product details page, which can effectively improve people's purchasing mode and conversion rate in the Z era.
Traditional Links: Commodities-Commodity Details Page-Purchase
New Link: Catalogue-Commodities-Commodity Details Page-Purchase
It can be seen that the traditional link itself does not have the ability to market or market consumer decision-making content.
However, if it is in the form of a new link, users can go to the professional number through the @ brand name. Whether the final product is sold or not, the brand concept and brand image have been remembered by consumers, which is very important for the new brand.
The purpose of Xiaohongshu's doing this is still to influence users' consumption decisions through brand or personal content, and turn it into sales of Xiaohongshu stores.
This professional number and the number of stores are inseparable from the opening mode, which is called "the number of stores" by Xiaohongshu.
This is also the nuclear strategy that the Red Book places new hopes on the trading system, hoping to fill the commercial needs of brands and individual businesses in the Red Book.
Under the new model of Xiaohong Bookstore, the brands before Xiaohong Bookstore can freely choose to continue to perform the previous mall contract, or they can choose to follow the new plan of Xiaohong Bookstore.
For the case that the deposit previously deposited in Xiaohongshu exceeds what should be deposited now, Xiaohongshu will also arrange a refund.
You can copy this link to open an inquiry about special types of deposits:
/rule/detail/5d 69348 b 0000000000000/5d 6 f 36 a 1f 77900 1d 98e 38 1
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Why is Xiaohongshu so adjusted?
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Why did Xiaohongshu launch such a product at such a time (August 2)? Why should the platform make such adjustments?
I think we might as well listen to the official sharing first:
Jess, the head of Xiaohongshu's open platform and e-commerce, said this:
Therefore, according to Jess, Xiaohongshu is still adjusted based on the needs of users. This time, the demand is not only ordinary users, but also small and medium-sized businesses on the platform.
I (Mr. Sky, Elk) founded the Zero Club because I am a small red book industry from the media, and I can deeply feel that the "brand" on the small red book is somewhat different.
In the past, the brands we defined were standardized product brands and big brands. These brands are real in Little Red Book, but you should know that they are not all in Little Red Book.
At least nearly half of the brands are not actually "brands" in our definition.
Because they may just be an individual selling things, such as selling their own paintings, selling their own knowledge and so on.
They are more personalized, more nonstandard, more difficult to define and even difficult to copy.
In our opinion, it is difficult for such a small business to bring a lot of capital transactions, and there is no way to become a mature brand immediately, but this is the status quo in the little red book ecology.
Existence is reasonable.
Although the previous Little Red Book was not clearly expressed, it seems that Little Red Book rejected such a small brand, because they can hardly use effective commercial products, and the only way to get customers is to send their own content, but this may involve insufficient quality content or restrictions on advertising.
However, the little red book seems to be ready to undertake this kind of "existence is reasonable". Since we can't give up, it's better to try to break through the "featured merchants" that other platforms don't have.
The budget of a big brand may be equal to dozens of small enterprises. Although there are many small businesses, the service cost is high. This is also a dialectical thinking. Should we keep 1000 big brands or make1000 small brands?
It is hard to say whether this is a good business model or not, and whether it is a business model that can further commercialize Xiaohongshu. The result can only be seen later.
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What changes have been made in the gameplay of Xiaohongshu?
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The product updates and supporting gameplay on the platform of Xiaohongshu will also change more or less. This time, I will also tell you three officially recommended gameplay, which is good for you and will not touch the platform rules.
1, encourage @ account
Encourage users to go to the professional number of @ brand. Little Red Book is actually a platform for planting grass and sharing lifestyles. Many users will naturally post their favorite things and buy them on them. In the past, everyone didn't know where to buy it after reading it, and they would ask where to buy it in the comment area, but users were afraid to say it, and even if they did, they would advertise.
Therefore, users rely on a tacit understanding to open an orange software.
Now Xiaohongshu hopes to shorten the transformation link between users and brands.
Directly guide users to the brand side through the form of @ account. Of course, the brand should also have its own store, so as to complete the transaction and even become the private domain traffic of the merchants. This closed loop is not jumping to other platforms, but actually completely in the little red book.
Will this @ be used as an advertisement? The answer is no.
@ itself is not an advertising action, but the basis for judging whether it is advertising content is whether the content is based on real experience and whether there are scenes to share.
2. Remarks: Add the product label to return the goods to the store.
On August 2, Xiaohongshu cancelled the card with goods in the notes, so how to quickly guide users to buy in the notes? Jump to the account homepage through the @ account, and users will go to Xiaohong Bookstore to browse the goods one by one. Compare what I just saw.
This is obviously unscientific.
So Xiaohongshu removed the card with goods, but added the commodity logo.
As a merchant, you can mark your own products in the content, and users can jump to the purchase page after clicking.
However, it should be noted here that only users who are in the store state can use the product marking function, and users who are not in the store state can only mark the location &; User name.
3. The declaration of interest is applicable to your own bills flowing back to the goods.
When selling goods, it is impossible not to recommend your own products. If you recommend it, whether it is an advertisement or not, you should move out of the community convention: judge whether it is the basis of advertising content or whether the content is based on real experience and scene sharing.
But there is a way to avoid being misjudged.
It has been made clear that the declaration of interests is applicable to the whole scene of Xiaohongshu community. As long as it is a compliant non-cash interest advertisement, it can be avoided as an advertisement through interest declaration.
And the distribution of natural flow can still be obtained.
The above is the recommended link gameplay after August 2, and other things that have not been said remain unchanged.
It is worth noting that the form of "cooperation with xx brand" shown in the previous filing instructions may also change synchronously. After that, I will post an article about brand cooperation separately, so I won't say much about this article.
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How to become a professional number?
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After August 2nd, you can upgrade your professional number in two ways:
App: Me-Toolbar in the upper left corner-Creation Center-More services-Upgrade professional number
PC: Professional number center (pro.xiaohongshu.com) upgrades professional number.
To upgrade the enterprise number of historical stock to the professional number, it is necessary to complete the new professional number certification between August 1, 202 1 and September 3 1. There is no need to pay extra for the same qualification corresponding to the previous enterprise number and the newly upgraded professional number, that is, there is no need to pay more.
However, if you want to change your qualification during this certification period, you still need to pay the 600 yuan/year fee.
What are the specific changes in academic qualifications?
You can look at the logo in the picture. If you click on the logo with recommendation, you don't need to pay the annual fee certification again.
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What impact does this update have on ecology?
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August 2 nd, I don't know what day it is. Xiaohongshu broke notes, upgraded the professional number, closed Xiaohongshu Mall, opened Xiaohong Bookstore, and added note marking products.
A reporter just sent me a message asking me, didn't Xiaohongshu break up with other platforms? I want to do everything by myself.
The real situation or real intention behind it, those topics are too big and there is not much material, so I can't say.
So I can only talk about my views from the adjusted products and ecology.
1, enterprise oriented
First of all, I think this adjustment is a major positive for enterprises. Obviously, the threshold for opening a store has been lowered, and the monopoly mode of big brands will become limited in the past. The extra traffic is actually obtained by small businesses by content.
However, small enterprises do not have money, but have time, which means that opportunities exist, but challenges also exist. How to make brand tonality and how to make good content is the fundamental problem whether they can survive on the platform of Little Red Book.
In the past, content was used to help sell goods, but from today, content will be promoted to a higher level and truly become a core strategy, while selling goods is to help realize content.
2. For bloggers
There is good news and bad news. The good news is that there are more businesses that can cooperate with each other, and it has become more and more special. The bad news is that these businesses have no money.
Therefore, when content is the core strategy, brands must make their own content, which will affect the number of business cooperation of bloggers in certain circumstances.
To tell the truth, the cost performance of bloggers in Little Red Book is gradually decreasing, not because of the low commercial value, but because of the poor cooperation of bloggers. It is always wrong to think that a brand wants to make money for a product.
But there are always some bloggers who are proud of it. We are expensive, so we are prosperous.
But students, this is the same as real estate speculation. If a city only has high housing prices, but the industry and development have not kept up, then housing prices are just bubbles.
Therefore, I sincerely hope that bloggers will take content as their core strategy and take the road of long-term sustainable development. Simply put, don't make an article into an advertisement, and don't just cobble together bierf to complete the script.
Otherwise, this round of adjustment will be a heavy blow to the form of blogger cooperation in ecology. Everyone still understands the truth that one glory is all glory and one loss is all loss.
3. To the ecology
The little red book is characterized by community, so it is completely different from Tik Tok. Tik Tok's big brands grab too much traffic, and small brands simply can't survive.
But Little Red Book is a traffic harvesting field for a group of "small" businesses.
You can even sell goods through your own personal design and brand, and even get natural flow without spending a penny. In the whole mature Internet ecosystem, this has become less and less common.
So for bloggers and some small businesses who want to sell goods, this is a good opportunity, but correspondingly, this is also the strategy of the platform, choose small B.
But as I said before, content will be the core strategy, so what are the possibilities for eco-MCN and agent operators?
MCN:
In the past, the MCN model was very simple, signing bloggers, incubating bloggers and selling bloggers' advertisements, as long as there were many people signing up.
Because only selling bloggers' advertisements can make the most money, the whole commercialization of Little Red Book is here.
However, from August 2, the platform basically bid farewell to the form of content "with goods";
The content of "selling goods" has become the main theme of the platform. In this case, the challenge of MCN is by no means easy, and bloggers' advertisements can still be sold, but this is undoubtedly a bit out of the platform strategy.
So I think the challenge of MCN after 1982 is how to put people first, and deepening the blog of Xiaohongshu is the most important thing.
Simply put, bloggers are also small B-businesses or may become potential people of small B-businesses. MCN should help such bloggers and sell goods together.
Bo is mainly engaged in brand promotion, but he doesn't understand marketing and supply chain, so MCN should solve these problems.
But the premise is that every blogger can become a small B business, and it is also important to choose the right person with potential.
Agent operation:
In the past, the agency operation focused on the agency operation and brand launch of Enterprise, but to be honest, the agency operation of Enterprise in the past had very limited significance, and the real value was brand launch.
However, in the case of store integration on August 2, Xiaohongshu can also become a self-ecology, so can there be an organization that can package everything of the brand in Xiaohongshu?
Because the number and the store are all together, it is meaningless to operate the store and the account separately.
In my opinion, this is called "brand operation", and maybe this is the next ecological benefit trend of Little Red Book.