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Emerging Communications 的 Michaela Zhu 表示，“這款購物應用程式證明，消費者信心和社區是後疫情時代商業繁榮的關鍵。” 了解更多：小红书粉丝购买平台 小紅書，通常被稱為小紅書，或簡稱“小紅書”，是中國知名的社交購物應用程式。 用戶已經超過 3 億，而且還在不斷成長，因此西方企業的關注是有道理的。 2013年，小紅書首次亮相。 該應用程式一開始規模不大，專注於女性美容產品，但很快就發展到幫助多家國際公司與中國客戶建立聯繫。 小紅書現在是生活方式內容和購買的首選應用程序，無論是假期創意、大學選擇還是高端服裝。 它是中國社交媒體場景的重要組成部分，以獨特的方式結合了社交分享、長篇寫作、直播和電子商務。 此外，小紅書是與千禧世代和中國Z世代受眾交流的平台。 截至 2022 年 7 月，小紅書近 30% 的活躍用戶年齡在 24 歲以下。 了解小紅書最近看到的主要趨勢、它們如何變化以及如何將它們納入您的中國數位策略中。 中國在新冠肺炎 (COVID-19) 疫情後如何演變 到了 2019 年，小紅書的用戶已超過 2 億。 它是少數年增長率超過30%的社交網站之一。 在很大程度上，小紅書將繼續存在。 這種用戶擴張帶來了重大的內容變化，特別是在中國消費者適應疫情後的生活之際。 小紅書只迎合時尚美妝領域的時代已經一去不復返了。 相反，除了日常交易之外，人們還利用該網站做出重要的生活決定。 日常生活的幾乎每個方面都可以進行辯論，主題包括開始高中、結婚和購買房地產等等。 儘管新冠疫情監管的放鬆帶來了重大變化，也帶來了獨立情緒，但中國Z世代感到困惑是可以理解的。 長期生活在封鎖之下的經驗讓年輕一代更了解周遭的環境。 除了對遙遠國度和多樣化美食的渴望之外，人們還強調重複利用物品和簡化生活。 中國旅遊業的不斷擴張是與小紅書相關的趨勢。 最近旅行限制的放鬆導致了旅行熱潮，這並不奇怪。 例如，農曆新年期間預計將有 20 億人次出行。 這些數字較 2019 年水準反彈 70%，幾乎是前一年的兩倍。 中國的品牌格局：兩大關鍵發展 每個行銷人員都應該了解中國內容行銷的兩個關鍵小紅書趨勢。 其中包括最近旅遊資訊的激增以及向「理性消費」和新極簡主義的轉變。
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