Research on the Digital Business Model of Xiaohongshu under the Background of the SHE Economy

Abstract

Xiaohongshu, a popular platform for sharing information and shopping under the background of SHE Economy, appears to be the top few apps in China nowadays. As technology develops, social media becomes an indispensable element in people’s daily lives. Meanwhile, women have an increasingly higher social status. So does their consumption power. The success of Xiaohongshu cannot be achieved without appropriate marketing strategies corresponding to the current society. This article analyzes the business models used by the platform in the way to enhance their values built from females and therefore, promote the company’s reach by applying marketing strategy theories. The research finally concludes that with the advantages of both good uses of business approaches and responses on female related values, Xiaohongshu is placed at the frontier of the industry of digital platforms.