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據報小紅書電商全面加速 成立一級部門後明確投入方向
阿思達克 08-23 09:43
內媒《晚點LatePost》引述消息報道,小紅書整合了電商業務與直播業務,組建全新的交易部,成為與社區部、商業部平行的一級部門。此前,電商業務是歸屬於社區部之下的二級部門。 小紅書首席運營官柯南兼任新部門負責人,同時她還擔任商業部下屬商業產品、商業技術負責人。柯南曾在今年6月帶電商團隊去廣州、杭州、義烏及深圳等地調研。 據悉,調研團隊認為,無論是淘寶、拼多多(PDD.US)般的傳統貨架電商,還是抖音的直播電商,都通過強刺激吸引用戶衝動消費,暫時都不適合小紅書。在今天的競爭環境下,做一個新的貨架需要有極其充沛的流量,現在看來即便是擁有7億多用戶的抖音做起來也不容易;另一方面,該兩種模式都要求平台有足夠多和足夠便宜的貨品才能吸引到用戶。團隊認為,通過優質的筆記和直播內容促成購買應該是更適合小紅書電商的生長模式。 此外,小紅書的電商目前也不會追求極致豐富和極致低價。電商平台普遍更在意成交額或者訂單量,而小紅書電商團隊還很關心自己的用戶每天有多少人下單購物,將日均下單用戶數(DAB)列為最重要監測指標之一。
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