LB03565 Kollmorgen

LB03565 Kollmorgen

【手机】小罗 15060711187  【电话】0592-3575216  【传真】0592-6034581

【QQ】2636645006

    这次腾讯和阿里又再次投资了同一家公司，靠社交+电商快速崛起的小红书。完成融资后估值达到了30亿美元。

创办于2013的小红书，能被用户追捧，是因为其内容优质；而能被资本追捧，则是因为其将腾讯和阿里的两种模式合二为一。

将社交和电商这两者结合，为小红书打出了名气，明星加广告的营销模式让小红书快速增长，在红海里闯出了一片天地。

但是在同样的电商套路面前，为何小红书能杀出红海？

1.

社交+电商=30亿美元估值

2013年创办的小红书，是一个定位为分享境外购物经验的社区，或者说是一个境外旅游购物指南手册。

这个阶段的主要用户群体是爱好出境和旅游购物的女性用户，大家的需求是去哪买，买什么。所以这个阶段小红书主推的就是“笔记”，让大家来写购物心得，分享笔记，推荐好物。

对于笔记这个功能，小红书管理非常严格，除了常规的违规封号、禁言以外，还逐渐驱除软文、营销号等。真实的用户购物分享笔记，良好的社区环境，让小红书的小红薯十分满意。

随着跨境电商的兴起，各类电商巨头纷纷入局，阿里、京东、网易、唯品会等电商巨头开启了海外购物模式，而作为有着良好用户体验的小红书，也在2014加入了这个队伍，推出了自营商城福利社。

相对于其他平台，小红书有自己的特色，那就是用户会分享自己的购物体验，分享自己在境外购买的产品，会推荐给大家，在品质上有所保证。

2015年，小红书在郑州建立了自己的自营保税仓，保税仓面积全国跨境电商中排名第二。虽然小红书自营商城商品从彩妆面膜美容仪到零食睡衣纸尿裤，应有尽有，但跟其他电商平台不同的是，小红书的商品大多来自社区讨论*热的商品。

2.

明星+广告=超强宣传阵容

除了严格把控社交+电商这个口之外，小红书能快速增长还有一个秘诀，那就是有着超强的宣传阵容。

2015年6月4日，小红书推出了“小鲜肉送快递”活动，招募十余名外国男模，为购买商品的小红薯进行配送，就这一项吸睛的活动，新增用户就近300万。6月6日周年庆当天销售额达到5000万元，几乎是5月份一个月的销售额。

2016年4月小红书即将三周年又与一线明星胡歌合作，推出了《胡歌和小红书的三天三夜》系列活动。胡歌作为一名“普通用户”，跟着小红书的笔记寻找好东西，用这种代入感让明星成功落地，让粉丝疯狂打call。

3.

腾讯+阿里=机遇与危险并存

C轮腾讯投资1亿美元，D轮阿里领投，腾讯跟投，加上其他资本跟投，总计3亿美元，融资完毕估值30亿美元。

5年时间30亿美元估值，在目前的大环境下不算多，但放在社交+电商这个环境下，也算是成绩突出。因为社交薅了腾讯的羊毛，电商薅了阿里的羊毛，能在这两大巨头，其他大佬的眼皮底下做出如此成绩，非常难得。

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LB03565 Kollmorgen

LB03565 Kollmorgen

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