Analyzing the Effectiveness of Xiaohongshu on Consumers Purchase Intentions

Abstract

With the development of technology and social software for live streaming, slow live streaming is gradually becoming popular in the small red book. Slow live streaming is viral among customers in terms of customer value, convenience, and communication and dramatically increases consumers willingness to buy. Thus, the purpose of this study was to explore why slow live streaming is becoming more popular and influencing the desire of customers to buy. This article took the Xiaohongshus slow live streaming as a case study to analyze the data using the Marketing mix theory of 4Cs to analysis. Firstly, the reason is consumer value. To keep this strategy, Xiaohongshu can launch gifts, expand the labels and target groups, and use advertising and invite celebrity testimonials. Secondly, the reason is convenience. To develop this strategy more, Xiaohongshu can set up a backend warehouse to ensure that the goods are stored. Third, the reason is communication. To keep this strategy, interactive activities can be added to the live stream. This article reinforced the marketing mix theory to analysis the extension of the marketing mix of 4C theory and identified the strengths and areas for future improvement for Xiaohongshus slow live-streaming approach.