On August 2nd, Little Red Book will make two more functional adjustments ..... which I call "earthquake-like" adjustments.

1

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Farewell to enterprise number and personal number, and promote a brand-new account system

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Account system is the foundation of a platform foundation, and all product functions and business logic are carried out with account system as the core.

For example, the account system is equivalent to the foundation in a building.

In the previous account system of Xiaohongshu, there were the following account types:

1, enterprise number

2, personal number

3, and certified blogger

But this time Xiaohongshu adjusted the bottom account system, and removed the enterprise number, personal number and certified blogger of Xiaohongshu.

But you will definitely wonder, what is the professional number? Is it the same as before? Just a new name?

After all, the previous little red book "brand number" was upgraded to "enterprise number" in fact.

But according to my observation, Xiaohongshu is no longer a change of address this time, but 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 whether you are an individual or a company.

In the state of non-professional number, your account function remains 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 in terms of examination, it can be roughly divided into three types:

1. Enterprises with or brand identity, 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, beauty bloggers, etc.

The certification fee for enterprise type is 6 yuan/year, which remains unchanged from the existing certification fee standard for enterprise number, and the certification standard is slightly adjusted, but the overall adjustment is not big.

3 yuan/year is charged for authoritative professional identity, and relevant information is required, such as lawyer's license.

Interest-oriented blogger type certification is zero fee, and there is no need to provide any proof.

In the past, only enterprises and excellent bloggers could be certified, but how did former bloggers express their identity?

In fact, I wrote in my personal profile:

Beauty blogger/human resources director of listed company/...

So, after the upgrade on August 2nd, Xiaohongshu supported users to fill in their own identities on products, which truly realized that everyone could be authenticated and become a professional number.

After August 2nd, 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 an ordinary 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 that is produced in Xiaohongshu, but the special identity tag should be examined more strictly.

At the same time, the official of Xiaohongshu also stressed that becoming a "professional number" does not mean that it has been endorsed by Xiaohongshu platform, but that its identity has been approved.

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 do we need to be a professional number? What can I do with a non-professional number?

I can give an explanation here: If you want to start a business in Little Red Book, whether you are doing 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, these functions will not be available.

But remember? Everyone can apply for the certification of interested bloggers, and they can pass without any fees, so it is "easy, why not" for us to become a professional number.

However, because there are three types of professional numbers, although they are all professional numbers, their own professional number functions are somewhat different, which sounds confusing. In order to simplify the explanation, I made a special table, hoping that everyone can understand it 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 a logo on the homepage of personal account, which is somewhat similar to Weibo's personal authentication.

Yes, I said similar, because there are still some differences. Smart students have already seen some clues, because in the above chart, everyone can open the little red book shop (potato shop).

And this is the next important adjustment of Little Red Book on August 2nd.

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 214, Xiaohongshu officially opened the road of e-commerce. In the early days, it was called Welfare Society, and later, because the advantages of cross-border e-commerce were gone, it gradually turned into content e-commerce, and the e-commerce products were renamed as "Xiaohongshu Shopping Mall".

However, Xiaohongshu's e-commerce road is not smooth, and there is no hope of commercialization success for Xiaohongshu, so Xiaohongshu Mall has always existed, but it has not been the "main force" of the platform.

This revision on August 2nd will make Xiaohongshu Mall a thing of the past. This time, Xiaohongshu Mall and the original potato shop system will be opened up, which will be collectively called "Xiaohongshu Store".

As we all know, there are obvious differences between Xiaohongshu Mall and 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.

But the potato shop will only be displayed on the personal pages of bloggers and enterprises, and will not be searched in the platform, which will lead to more private domain traffic conversion.

Secondly, Xiaohongshu Mall also has more complete professional tools for promotion, marketing, customer service and other support, but in the past, there were few tools for potato shops.

So we understand that the potato shop is a simplified version and a low-priced version of the little red book shop.

But will the little red book store after 8.2 continue the previous potato store model? What are the characteristics of the future little red book store? What should I do with the previous Little Red Book Mall?

I'm sure everyone is full of questions. Don't worry, let's keep reading.

1, threshold: After August 2nd, every individual or enterprise can open a shop quickly, abolishing the previous basic condition that only 1, fans can open a shop, and really realizing the threshold. But the premise is that you have to be a "professional number" first, but we all know that the professional number of interest identity does not need to review any information, so it can be equivalent to the threshold of .

But doesn't it mean everything can be sold? What do you want to sell? Like idle fish?

The answer is no, Xiaohongshu still hopes that the saleable products and brands are compliant, so the released products must be approved before they can be put on the shelves.

Therefore, the Little Red Book platform will also ensure that it provides users with guaranteed regular goods, and if it encounters a problem product, the platform will actively pay compensation according to the requirements of laws and regulations.

2. Reduced commission: After August 2nd, Xiaohongshu Store changed the platform commission rate to commission for sales below 1, yuan, and charged 5% commission for those above 1, yuan, which is undoubtedly a positive compared with the previous potato store, and it can be regarded as a significant positive for the users of Xiaohongshu Mall in the past!

3. Fast settlement: In the past, the settlement of Xiaohongshu potato shops and shopping malls was mostly monthly settlement, but after August 2, Xiaohongshu potato shops 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 the cash flow, and the advance payment of monthly settlement has become the pain of many brands, but T+7 will more or less relieve everyone.

From the above three points, we can also clearly see that the characteristics of the little red book store are obviously different from the past.

Secondly, there have been obvious changes in the mode of the little red book store. First, the professional number and the store need to be bound, and the owner will directly display the store, and the merchants will be merged with the store.

In the past, the account number of Little Red Book can be separated from the store. 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. Without a number, there is no store.

Therefore, after the revision, users of Little Red Book first see the number instead of the store, so what the number looks like and what content to share becomes more important, and the 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, but in fact it is difficult to feel the tonality of the brand, and it is also difficult to perceive the feedback from the real users of the brand. Instead, using the form of 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 the purchase mode and conversion rate of people in the Z era.

Traditional link: commodity-commodity detail page-purchase

New link: content-commodity-commodity detail page-purchase

It can be seen that the traditional link itself does not have the ability to market or market consumers' decision-making content.

However, if it is a new link, the user passes the @ brand name, and the user is advanced to the professional number. Regardless of 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 mode that you can open a store with a professional number and the number store can't be separated is called "the number store systematization" by Xiaohongshu.

This is also the nuclear strategy of Redbook to place new hopes on the trading system, hoping to fill the commercial demands of brands and individual businesses in Redbook.

Under the new model of Xiaohongshu store, the previous brand of Xiaohongshu mall can freely choose to continue the performance of the previous mall contract, or choose to implement it according to the new Xiaohongshu store plan.

For the case that the deposit previously deposited in Xiaohongshu exceeds the deposit that should be deposited now, Xiaohongshu will also arrange a refund.

You can copy this link to open the special category of margin inquiry:

/rule/detail/5d69348B/5d6f36A 161F791D98E381

3

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Why did Little Red Book launch such a product at such a time (August 2nd)? Why should the platform make such adjustments?

I think it's better to listen to the official sharing first:

Jess, the person in charge of the open platform and e-commerce of Little Red Book, said so:

So, judging from Jess' statement, Little Red Book is still adjusted based on the needs of users. This time, the needs are not only ordinary users, but also more small and medium-sized platforms.

I (Mr. sky, Elk) founded Zero Gram Club because I am in the 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 in our definition were standardized product brands and big brands. These brands are real in Little Red Books, but you should know that they are not all in Little Red Books.

At least more than half of the brands are actually not "brands" in our definition.

Because they can