Assessment and Optimization of Social Media Marketing Strategies: A Case Study of Xiaohongshu

Yiyang Zhao

2024

Abstract

This paper investigates the marketing strategies adopted by Xiaohongshu, a popular Chinese social e-commerce platform, focusing on user targeting, content creation, and collaboration with key opinion leaders (KOLs). The study explores that the platform's user base consists primarily of young female consumers interested in fashion, beauty, and lifestyle. It examines the effectiveness of strategies such as user-generated content (UGC) marketing and KOL collaborations in enhancing brand exposure and driving sales. Research methods include case analysis, literature review, and qualitative analysis. By deeply examining Xiaohongshu's marketing strategy cases to understand its performance and impact in the market, reviewing relevant literature to support and enrich research arguments, and conducting meticulous analysis of cases and literature, the study delves into the implementation, effects, and significance of Xiaohongshu's marketing strategies. The research findings show that Xiaohongshu's personalized recommendation algorithm significantly improves user experience and purchase conversion rates. However, the platform faces challenges such as over-reliance on advertising revenue and the need for diversified profit strategies. Research conclusions include recommendations to reduce dependence on advertising, establish realistic revenue targets, and strengthen data analysis and risk management to ensure sustainable growth in the competitive field of social e-commerce.

Paper Citation

in Harvard Style

Zhao Y. (2024). Assessment and Optimization of Social Media Marketing Strategies: A Case Study of Xiaohongshu. In Proceedings of the 1st International Conference on Engineering Management, Information Technology and Intelligence - Volume 1: EMITI; ISBN 978-989-758-713-9, SciTePress, pages 679-684. DOI: 10.5220/0012968300004508

in Bibtex Style

@conference{emiti24,
author={Yiyang Zhao},
title={Assessment and Optimization of Social Media Marketing Strategies: A Case Study of Xiaohongshu},
booktitle={Proceedings of the 1st International Conference on Engineering Management, Information Technology and Intelligence - Volume 1: EMITI},
year={2024},
pages={679-684},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0012968300004508},
isbn={978-989-758-713-9},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 1st International Conference on Engineering Management, Information Technology and Intelligence - Volume 1: EMITI
TI - Assessment and Optimization of Social Media Marketing Strategies: A Case Study of Xiaohongshu
SN - 978-989-758-713-9
AU - Zhao Y.
PY - 2024
SP - 679
EP - 684
DO - 10.5220/0012968300004508
PB - SciTePress