This article is a product analysis report of Xiaohongshu, which mainly includes these 6 points: user portrait, product scene, product structure, product iteration, competitive product analysis and operation strategy. Experience environment: 1. What is the product? Xiaohongshu is a social e-commerce product based on UGC. Users can share their shopping information and experience on the platform, and complete online shopping. What needs are met? Maslow's needs email list model divides human needs into five main levels, from low to high, physiological needs, safety needs, social needs, esteem needs and self-actualization needs.
The community part of Xiaohongshu mainly meets the needs of high-level users: for content producers, the response and appreciation of others for publishing content satisfies their need for respect and self-realization, while for content consumers, the email list reading community The high-quality content in the content and the content of their own interest, through likes, comments and attention, to obtain a sense of belonging and emotional resonance, to meet their social needs, and to pursue the cultural value and lifestyle, but also to meet its self-actualization needs.
Generally speaking, for all users, it mainly meets people's social needs, respect needs and self-actualization needs, and belongs to the middle and upper user needs of Maslow's needs pyramid. This also reflects that Xiaohongshu, as a product of email list consumerism, solves more "first world problems", that is, to meet the needs of higher-level users who already have a certain economic foundation and pursue a higher quality of life. This pre-screens users to a certain extent, and the main users of the product and potential future users meet the above conditions to a certain extent, and also provide support for the commercialization of its e-commerce part. 2.