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The Analysis of XiaoHongShu’s Marketing Strategy Based on STP Theory under the Internet Era
- 1 The University of Manchester. Oxford Road, Manchester M13 9PL.
- 2 University of Ottawa, 550 Cumberland Street, Ottawa ON K1N 6N5, Canada.
- 3 London School of Economics and Political Science, Houghton Street, London WC2A 2AE
* Author to whom correspondence should be addressed.
Abstract
Competition between China's e-commerce platforms is becoming more and more intense, with many companies trying to enter the market for a share of the pie. As an emerging social platform, XiaoHongShu has already achieved great success in e-commerce and is now one of the most popular social media platforms in China. In this paper, we applied the Segmentation, Targeting, Positioning (STP) theory to analyze the marketing strategy of XiaoHongShu in the Internet era. Our analysis of this platform is about its strategy for market segmentation. It’s clear that this platform has a great understanding of its special market, i.e. female market. Then we examine this platform's precise scanning to find young women as its target consumer. This platform uses its social media advantage to connect its consumers and uses big data to find everyone's needs and hobbies. Last but not least, this paper analyses the market positioning, that is, the content community of XiaoHongShu.
Keywords
social media, media markets, content community
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Cite this article
Jin,B.;Li,B.;Xuan,H. (2024). The Analysis of XiaoHongShu’s Marketing Strategy Based on STP Theory under the Internet Era. Advances in Economics, Management and Political Sciences,73,354-359.
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Volume title: Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
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