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The Evolution of Social Commerce in China: WeChat's "Little Green Book" Challenges Xiaohongshu

In the rapidly evolving world of Chinese digital commerce, 2023 has witnessed a significant shift in the landscape. As the retail consumer goods sector in China continues to flourish, driven by factors such as increased travel and elevated consumption levels, a new battlefront has emerged in the realm of social commerce. The latest rivalry catching the industry's attention is between WeChat's "Little Green Book" and the well-established Xiaohongshu.


The Siege on Xiaohongshu


Xiaohongshu's unique "seed and harvest" model, where users share product recommendations and experiences, has made it a darling among internet users, especially females. But the platform's success has attracted the attention of China's tech giants. Recent moves include:

  • WeChat's "Little Green Book": A feature that allows users to view and post image-based content, reminiscent of Xiaohongshu's format.

  • Taobao's "Video" Feature: Previously known as "Guangguang", this feature has been rebranded and is now more video-centric, possibly to compete with Xiaohongshu's visual content.

  • Douyin's "Experience" Feature: Douyin (known as TikTok outside China) has introduced a feature that combines short video and image content, again echoing Xiaohongshu's style.


Despite these efforts, the giants seem to struggle to break Xiaohongshu's stronghold in the content community. This stalemate, which they disapprove of but can't quite topple Xiaohongshu, has persisted for years.


Xiaohongshu: The Pioneer of Social Commerce


Xiaohongshu, colloquially known as the "Little Red Book" in English, has been a dominant force in the social commerce sector. The platform seamlessly blends social media and e-commerce, allowing users to share shopping experiences, product reviews, and lifestyle tips. This unique combination has garnered a loyal following, especially among young female users. The strength of Xiaohongshu lies in its organic, user-generated content, which often feels more genuine and trustworthy than traditional advertising.



WeChat's Strategic Move: Introducing the "Little Green Book"


Not to be outdone, WeChat, China's ubiquitous super-app with a user base exceeding a billion, launched its contender in the social commerce arena: the "Little Green Book." This feature, integrated within WeChat's vast ecosystem, allows users to post and view image-based content, mirroring Xiaohongshu's format. With its expansive reach, WeChat's "Little Green Book" is poised to be a formidable competitor.


The Battlefronts in Social Commerce

  • User Base and Engagement: Xiaohongshu's dedicated community is its strength. However, the sheer numbers that WeChat brings to the table with its "Little Green Book" feature could tilt the scales. If WeChat can captivate even a fraction of its users, it might overshadow Xiaohongshu.

  • Content Authenticity: The heart of Xiaohongshu's success is the authenticity of its user-generated content. WeChat's challenge will be to cultivate a similar environment where users trust the content they encounter.

  • Seamless Shopping Experience: While Xiaohongshu is still exploring effective monetization strategies, WeChat has the advantage of an integrated payment system and established e-commerce partnerships, potentially offering users a more streamlined shopping journey.

  • Algorithm Efficiency: Both platforms utilize algorithms to curate content based on user preferences. The platform that can better understand and cater to user interests will likely have the upper hand in retaining and engaging its audience.

  • Brand Collaborations: Xiaohongshu's collaborations with celebrities and influencers have been a significant driver of its popularity. However, WeChat's broader reach could make it an enticing platform for brands seeking a larger audience.


Challenges Ahead


However, Xiaohongshu faces its own set of challenges:

  • E-commerce Ambitions: Despite its strong user base, Xiaohongshu's attempts to establish a clear e-commerce strategy have been murky. Their GMV (Gross Merchandise Volume) and revenue from e-commerce are still dwarfed by giants like Douyin.

  • Advertising Ceiling: With the global pandemic affecting advertising budgets, Xiaohongshu, like other platforms, has seen its advertising revenue impacted.

  • Overseas Expansion: Xiaohongshu's attempts to expand overseas with apps like Uniik, Spark, and Takib haven't been very successful. Their latest venture, "habU", seems to be following the same trajectory.


In contrast, Lemon8, seen as ByteDance's version of Xiaohongshu, has shown promising results in its overseas ventures, especially in Southeast Asia.


Looking Ahead


The face-off between WeChat's "Little Green Book" and Xiaohongshu is a testament to the dynamic nature of China's digital commerce landscape. As these platforms vie for dominance, their strategies, innovations, and adaptability will shape the future of social commerce in the region. With the revival of economic activities and the continuous enhancement of automation and digitization, the stage is set for an exciting showdown in the world of social commerce.


While Xiaohongshu's position in China's recommendation-based social commerce seems secure for now, its ambitions in e-commerce and overseas expansion are still in uncharted waters. With mounting pressure from other tech giants, the platform will need to innovate and adapt to maintain its edge.


If you like to find out more about the advertising opportunity on Xiaongshu, do not hesitate to contact us.

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