Xiaohongshu's e-commerce platform announced: shutdown!
Recently,
Xiaohongshu's subsidiary has been operating for over a year
E-commerce platform "Little Oasis"
Suddenly posted a user farewell letter
"Little Oasis" Announces
Will cease operations on October 1st of this year
And officially closed on October 31st
What is "Little Oasis"?
In the initial stage of its launch, "Little Oasis" mainly focused on beauty, skincare, fashionable home furnishings, etc. However, in March 2022, it changed its product positioning and mainly sold outdoor activity brands such as camping, cycling, camping, skiing, surfing, etc. Its products mainly consisted of trendy outdoor clothing and camping equipment, and were mostly niche brands.
Xiaohongshu's E-commerce Platform Announces
Will be shut down in October
The farewell letter from users of "Little Oasis" stated that due to business adjustments and serious considerations, Little Oasis will cease operations and product sales on October 1, 2023, and officially close on October 31, 2023.
In response to the reasons for the cessation of operations, according to the farewell letter from "Little Oasis" users, "Little Oasis" has been deeply involved in sports scenarios such as camping, land rush, skiing, cycling, and hiking. However, in the process of exploring and developing its business, it failed to achieve the expected goal of maximizing the satisfaction of everyone's outdoor needs, so it ultimately decided to shut down.
From the perspective of product sales
The sales of "Little Oasis" are poor
As of now, among the "camping" category products in Xiaooasis, only five products have recently sold over a thousand units in terms of sales ranking. Among them, the best-selling one is a camping light priced at 109 yuan, with a recent purchase volume of 5031 pieces; The second one is a foldable water cup, priced at 359 yuan, with a recent purchase of 1636 pieces.
In the "urban sports" category, only four products have recently sold over a thousand units, with the highest selling product being a travel storage set, with a recent purchase volume of 1840 pieces. There are no products in the cycling and skateboarding categories that have recently sold over a thousand units.
After sales can be contacted through historical orders and customer service
Xiaohongshu stated that consumers can contact customer service through the product page history orders and customer service for after-sales issues related to Xiaooasis products.
After the official closure of the store,
Consumers can still access the order page
Apply for after-sales feedback processing,
The company always guarantees shopping rights
What exactly is closing?
Before Xiaohongshu
Continuous efforts in e-commerce
According to a report by China Securities News on September 2nd, Mo Daiqing, Director and Senior Analyst of the Network Retail Department of the Internet Economic and Social E-commerce Research Center, stated:
Although "Little Oasis" has adjusted its business direction
Has experienced certain growth,
But obviously still facing some challenges,
Resulting in the final decision to shut down the platform.
In fact, as the earliest grass planting platform in China, Xiaohongshu has been trying to do e-commerce business since 2014. Whether it is self operated or introducing third parties, as well as promoting grass planting through graphics, text and video, live streaming sales, etc., these e-commerce operation methods can be found on Xiaohongshu.
However, some professional platforms have pointed out that
Xiaohongshu as a Brand "Plant Grass"
Platforms that cannot be ignored during the process
How to rely on content in it
Building brand reputation and reputation
It is a challenge faced by many businesses
As a platform with unique content characteristics, Xiaohongshu still has a long way to go in terms of e-commerce conversion capabilities compared to "big platforms". Therefore, many merchants do not establish independent Xiaohongshu departments. However, content distribution through other channels cannot meet the content needs of Xiaohongshu users.
In addition to celebrity live streaming sales, Xiaohongshu also focuses on supporting individual buyers and managers. On August 24th, Xiaohongshu held a themed meeting on the "Buyer Era Has Arrived" during the Link E-commerce Partner Week in Shanghai. Xiaohongshu's e-commerce platform made its first overall public statement and revealed its latest buyer support plan. But what is the ultimate effect of the "buyer support plan"? We still need time to verify
For the closure of the "small oasis"
Some netizens believe that:
I closed it without even listening to it
Some netizens also believe that:
"Survival of the fittest is very normal"
Has anyone ever used this platform?
Welcome to leave comments and interact!
