Jun 24, 2024
Xiaohongshu interactive marketing strategy
——Research on its SIPS interaction model from the perspective of UGC community
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.
