NetEase also created a Little Red Book!

NetEase recently launched a new content sharing product, NetEase Little Bee, to enter the social networking field and compete with platforms such as Xiaohongshu. This article will explore the market positioning, product features and challenges faced by NetEase Little Bee, analyze why major companies have flocked to the social platform field, and discuss the traffic logic and user needs behind this trend.

NetEase has set its sights on Xiaohongshu and is also planning to get involved in social networking.

This is a piece of content I saw when I was browsing the news today, so I opened it and took a look out of professional habit.

Sure enough, NetEase launched a content sharing product called: NetEase Little Bee.

1. NetEase Little Bee

Want to create a copy of Xiaohongshu?

As a long-established domestic Internet company, NetEase has moved from PC Internet to AI Internet.

Although its current scale cannot be compared with Alibaba, Tencent, and Douyin, it still has a lot of successful experience and resources.

In addition to news and games, NetEase has also achieved remarkable results in the field of e-commerce, such as NetEase Yanxuan and Kaola (acquired by Alibaba for US$2 billion).

Therefore, it is not possible to draw a conclusion as to whether NetEase Little Bee can do a good job.

However, from the first glance at this product, there are two ideas that need to be expressed normally:

1. The name is NetEase Little Bee, which is really too long, and I can’t imagine what it has to do with planting grass.

And there are so many softwares called Little Bee, so the name is a bit...

But I found that many of NetEase’s products have the word NetEase in their names.

2. I downloaded the product and tried it out. Maybe I am not a user who likes to buy products, so I didn’t feel anything and didn’t find this product eye-catching.

At least when we look at Douyin, Kuaishou and Xiaohongshu, there are still big differences in content form, subject matter and style.

If you are interested, you can also go and experience it yourself.

2. Many big companies are doing it

I am not surprised at all that NetEase wants to develop content and social platforms, because many big companies are doing it.

It’s just that in recent years, everyone’s focus has been on those mainstream ones.

Douyin: Douyin Selection, Seeding App, Croissant App and Youshi App, Lemon8, Party Island, Duoshan

Alibaba: Taibang, Food Notes, Ruwo, Yousha

Tencent: Dengyu, Penguin Huimai

Baidu: Hi Circle, One Game, Let's Go, Yinbo, Youpu, Earpiece

Kuaishou: trendy and cheerful

The above is just a simple list.

In fact, every major company tests many social, grass-roots, and short video-related apps every year.

If you are lucky, you can spend money to promote your product online. If you are unlucky, your product will be stopped as soon as it is developed.

3. Why are big companies flocking to social networking?

So the question is, why do so many big companies prefer content and social platforms?

The key is traffic.

1. At the current stage when the number of new Internet users has reached its peak, every company dreams of finding new traffic opportunities.

2. As long as you grasp the user's social network, you will have everything.

Look at WeChat and TikTok, they keep users on an APP.

There are content, groups, live broadcasts, social interactions, e-commerce transactions, payments, finance, local services and finance.

3. Seize new groups of people, from PC to QQ, from WeChat to Douyin, and from Xiaohongshu to the next new product opportunity.

Every company does not want to miss it. After all, as long as they seize a wave of technological opportunities, preference opportunities, and crowd opportunities, they may be able to seize the traffic entrance of the next era.

Therefore, we can see that many products nowadays are not aimed at those born in the 70s, 80s, and 90s, but are targeted at those born in the 10s.

Because it is highly likely that the apps used by those born after 2000 will be different from those we use.

Just like many people born after 1995 and 2000 like to use Tik Tok and Xiaohongshu to chat and make friends.