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Xiaohongshu interactive marketing strategy ——Research on its SIPS interaction model from the perspective of UGC community
Oulin Wu
International Journal of Mathematics and Systems Science 2024, 7(6); https://doi.org/10.18686/ijmss.v7i6.7297
Submitted:21 Jun 2024
Accepted:21 Jun 2024
Published:24 Jun 2024
Abstract
With the rise of mobile technology and Internet advancements, network interaction has become a potent way to disseminate information. Xiaohongshu, boasting 300 million active users, exemplifies a UGC community where users, artists, brands, and platforms engage. This paper examines Xiaohongshu’s marketing strategy using the SIPS model (Sympathize, Identify, Participate, Share), providing insights and recommendations. This analysis, focused on UGC communities, is valuable for Xiaohongshu’s growth and other Chinese new media platforms.
References
[1] Chen Kexing; Yang manyun, Guizhou University, Xiaohongshu marketing strategy exploration.(August, 2022)
[2] Chen Mutian, Chongqing Vocational College of Industry and Commerce, The Impact of User Innovation on the Dynamic Ability of Content E-commerce Platforms: Taking Xiaohongshu as an Example.(December, 2022)
[3] Danlin Zheng, Communication University of China, Analysis of Content Production Methods of Short Video Platforms: Taking Douyin, Kuaishou and Xiaohongshu as Examples (2022)
[4] Zhang Shanshan; Zhu Jin, Modern Business, Value Co-creation Mechanism in Content E-commerce Platform——A Case Study Based on Xiaohongshu (2021)
[5] Qin Jiayao; An Qi, International Business School, Jilin University of Foreign Chinese, Analysis and Development Suggestions of Internet Marketing Strategy in the Era of Fan Economy——Taking Xiaohongshu as an Example(2022)
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