Breaking news, the leader of Xiaohongshu is online!

In the wave of digital marketing, Xiaohongshu has become a new battlefield for brand marketing with its unique community atmosphere and user stickiness. With the continuous upgrading and improvement of platform functions, the launch of Xiaohongshu group leader is undoubtedly a blockbuster news, which marks the further maturity and closed loop of Xiaohongshu's e-commerce ecosystem.

You can hardly imagine how shocked I was when I got the news.

I was joking with my friends in the industry before. According to the nature of Xiaohongshu, roles like group leaders should only be introduced in the later stages.

I didn’t expect to see this character online this year, which made me take a new look at Xiaohongshu.

I am very much looking forward to the role of group leader. Our group has already reached a consensus on this matter. Once Xiaohongshu launches the group leader function, we will definitely apply to become the group leader as soon as possible.

We have become Douyin's official certified group leaders in 2020 and 2021. We feel that Xiaohongshu lacks a role like a group leader. Once this role is available, we will definitely apply for it and combine it with existing business.

1. What is a group leader?

Brand merchants who are familiar with the Douyin system must know what a group leader is. The role of group leader originated from Douyin and is a matchmaking agency between influencers and merchants. On the one hand, the group leader has many influencers who can help merchants quickly match suitable influencers to distribute and bring goods; on the other hand, based on the influencer resources in the hands of the group leader, they will also integrate a lot of merchant trays.

In the Douyin ecosystem, Douyin provides a very comprehensive group leader tool. The group leader can also generate links. The influencer can directly bring goods through the link, and the commission generated in the process is automatically distributed.

The role of the group leader is still very important in the live broadcast e-commerce system, playing a matchmaking role between influencers and merchants, especially new stores can quickly accumulate sales through the role of the group leader.

2. The role of the group leader is the last mile of Xiaohongshu's e-commerce closed loop

Xiaohongshu's e-commerce ecosystem needs group leaders

Because Xiaohongshu buyers are not like Douyin anchors who sell goods at a fast pace and have high sales, brands cannot sell enough goods if they bind a few top anchors. Xiaohongshu buyers have a relatively slow pace and sales are growing slowly. For merchants, it is difficult to expect a few buyers to boost sales. Therefore, more roles such as group leaders are needed to match merchants and quickly help them match more suitable influencers.

The merchant resources of Xiaohongshu buyers are basically found by merchants on their own initiative. There may be a certain number, but it is still relatively limited. After all, the average number of links of buyers per show is 80-120. These links need to go through layers of product selection and buyer positioning adaptation before they can enter the live broadcast room. The links also need to be continuously updated and iterated. The merchant resources of buyers must be insufficient, and the pallets must be lacking.

The buyer resources on the merchant side are basically contributed by media or BD colleagues. They basically do it as a side job, investing in a KOL's notes and asking if they can be on the live broadcast. Few merchants have established a buyer distribution BD team to accumulate buyer resources.

Therefore, merchants and influencers actually have their own needs, but there is a gap between them. The emergence of the group leader role just fills this gap. It can be said that the group leader is the last mile of the closed loop of Xiaohongshu's e-commerce. The emergence of the group leader will definitely help influencers and merchants improve the efficiency of on-site sales.

3. What are the differences between Douyin group leaders and Xiaohongshu group leaders?

I really want to say that there is no difference

But I can feel that Xiaohongshu does not want to let everyone know that the role was launched because it was learned from Douyin. Instead, it wants everyone to know that this role was launched because the ecosystem needs it.

Therefore, the internal name of Xiaohongshu is: product selection service provider

According to internal information, the first batch of product selection service providers have been selected, and five have been selected. I won’t reveal the specific ones here. I have hardly heard of them. I suspect they are inbreeding. If you want to know more, you can find out in the information at the end of the article. In short, these five companies have successful matchmaking cases in women’s clothing, home furnishings, jewelry, luggage, accessories and other categories.

The corresponding tool platform should also be launched. At present, it will provide support to product selection service providers, including but not limited to cash incentives, traffic incentives, buyer resources, etc.