彭博社:小红书是连接中外消费者的桥梁

2018-08-17 16:57 稿源:用户投稿  0条评论
  • 原标题:Xiaohongshu Connects Overseas Buyers with Chinese Buyers

  • 原出处:Bloomberg

  • 原采访视频链接:Xiaohongshu Connects Overseas Buyers with Chinese Buyers

  • 该视频是 2018 年博鳌亚洲论坛期间彭博社对小红书创始人瞿芳的专访。采访内容摘录如下:

    M=Miranda Qu

    B=Bloomberg

    B: Miranda, thanks very much for your time today.

    M: Thanks for having me. Hi, I'm Miranda from Xiaohongshu.

    B: You have a social media platform in China that helps young Chinese buy, at least initially, compare notes and buy luxury goods abroad. How does the spectre of global trade war affect RED, your business?

    M: Oh, let me further introduce us a little bit more. We are not only focusing on shopping; We are more focusing on lifestyle. So, this, if we call it a trade war, doesn't really affect us, because, you know, we really focus on (things) like cosmetics and fashion, which are not really in (…the trade war).

    B: Not yet.

    M: Not yet, maybe.

    B: Right now, it's just agricultural products, steels, and pork, and things like that. But China might respond to the latest proposals of another 100-billion-dollar worth of goods. If China targets some of these lifestyle products coming from the United States, that would affect you?

    M: Actually, we are very confident that the governments from both countries will solve it in a very short time. You know, just as you mentioned earlier, as an entrepreneur in China, we are very confident in the economy for this and the next 5 or 10 years. I am sure there are always some kind of bumps in the middle, but we are very confident.

    B: But how is your business changing over the last few years? You told me prior to the interview that less revenue is coming from foreign products.

    M: It's not less revenue, it's less portion. Because in the past, people have the impression that Chinese wants to shop overseas, but that does not mean that they only want the goods from overseas; they actually like the lifestyles, and they wants to live a better lifestyle. That's what Xiaohongshu is doing, to (help them) find the world's best lifestyle on their fingertips. But this year, a lot of Chinese factories, they know the importance of brand, they know the importance of telling the stories, (are emerging). With a lot of Chinese individual brands emerging, now it's the good combination for overseas brands, who have a lot of brand history, and very good quality, and new emerging Chinese brands and products as well. It is more diversified.

    B: So you wrapped it up to the thing about 3 years ago, when you got this billion dollar valuation, you were a new up star, you were a unicorn, and you got a lot of funding, you got funding from Tencent and a number of strategic partners, but what has been the key driver for the last 3 years? You've kind of gone quiet. Maybe not to the millennials, the ' 90 后' in China, who use your service, but for the investment community, they are focusing on the Tencent and Alibaba's that dominate in China right now. What happened in the last few years?

    M: Actually I think, just as you mentioned, we grow quietly, you know, we grew ten times for the past two years. And our MAU grew 30% percent on season 1. So, I think we grow quite rapidly. You know, what more important is that now the majority of user base is changing in China. It goes slowly from people who born at the 1990s, ' 90 后', to people who born at the 1995, which we call ' 95 后'. We have very interesting data last year that our new users we acquired, 70% are born after 1995. They are quite young.

    B: So how are you using that data and how do you invest in AI to mine that data?

    M: I think right now everybody has his own Xiaohongshu. So, everybody is personalized with the feeds you see, the items you see. They are all different. We are trying to get to know you through AI technology. The technology is always helping people know each other better. So the more data we have, the better we know you.

    B: What's the biggest challenge right now?

    M: I think the biggest challenge is that the company grows very fast and the user base grows very fast, but the team is still very limited. I think 50% of my schedule is tied up with interviews and new hiring. 

    B: What's the next phase though? Do you need more fund raising, or is an IPO either in the cart, or is on hold because of uncertainty?

    M: I think we are very open at this stage because we are kind of like a still very young company, a little more than 4 years, and we focused a lot on user growth and we strongly believe that if we have a large amount of users and a stable growth, the market will welcome us every time.

    B: Ok. Would you, as the Chinese government is trying to encourage the coming home strategy, would domestic listing make more sense or, overseas?

    M: As I mentioned, I think for us, it going to be two or three years. We are open to both markets. I think both markets are attractive for different companies. We are trying to get all the information.

    B: What's going to be the focus? You told me as well, you going to start opening a physical presence. You going to go new retail to old retail. Why?

    M: I think that's very interesting. Everybody in China is talking about new retail. Because in China, the new retail industry, in my eyes, never be really mature. So, this year we are opening a store very soon, probably in three months, to test what experiences they can have offline. You know almost everybody see us as, like an online community. They love us online. But they have to touch us. They have to feel

    us. They have to feel the product, feel the services. That's something you can do offline. And we always think that it is very interesting that when people spend many times online, they want to go offline. They want to meet the friends. They want to go to the real world. It will always be the case.

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