In the newly built Mogujie building that has been in use for over a year, many live streaming rooms are owned by buyers on the Xiaohongshu platform.
Mogujie MCN General Manager Van Gogh noticed the rise of live streaming on Xiaohongshu earlier. Last June, Dong Jie and Zhang Xiaohui went viral on Xiaohongshu through live streaming, but at that time, Mogujie had not yet decided whether or not to join the game. Until this year, the company held a business strategy meeting and explicitly stated its intention to make some new attempts.
During this year's 618 shopping festival, a group of non celebrity live streaming buyers appeared on Xiaohongshu, prompting Mogujie to officially launch Xiaohongshu's MCN business. Van Gogh, who is responsible for platform operations on Mogujie, has become the person in charge of this new business.
Half a year has passed, and Mogujie, as a service agency of Xiaohongshu, has signed contracts with more than 60 bloggers.
Van Gogh used the term "relatively easy" to describe Mogujie's live streaming on Xiaohongshu, believing that this is related to Mogujie's genes. Mogujie started as a live streaming e-commerce platform in the fashion industry and began incubating influencers in 2016. The team has relatively mature experience in product selection and live streaming operations. In the eyes of the outside world, Mogujie was even a fashion competitor that could rival Xiaohongshu.
This year, Xiaohongshu is vigorously promoting "amateur" bloggers for live streaming, expanding the scale of the ecosystem, and shifting from following the GMV (Gross Merchandise Volume) of top bloggers to following the live streaming achievements of more small and medium-sized bloggers. In the rating of cooperative institutions, a core consideration indicator has become 'how many new bloggers have monthly sales exceeding 500000'. But in the content ecosystem of the platform, many bloggers have not signed up with MCN and mostly handle their own content. Many bloggers find it difficult to receive positive feedback on live broadcasts.
This has instead brought opportunities for MCN service providers. In May of this year, Mogujie collaborated with blogger "Chen Dadao" to do six live broadcasts, which helped it achieve sales exceeding one million. Prior to this, the blogger's live streaming performance was not ideal.
Chen Dadian has over 700000 followers on Xiaohongshu and is a top blogger. She told Interface News that her earliest attempt at live streaming was in the mother and baby category, but according to the judgment of the Mogujie team, her fans prefer to see through the content. After some adjustments in product selection and content planning, Mogujie has increased the blogger's live streaming reservation count from 3000 to 7000-8000, and the single session GMV has increased from 390000 yuan to 2 million yuan.
This collaboration gave Mushroom Street a shot in the arm, and thus began to incubate more live streams from Xiaohongshu bloggers. In fact, when Mogujie entered the live broadcast of Xiaohongshu, there were already many participants in the market. But from the current collaborative cases, Van Gogh has summarized some validated methodologies.
Unlike Tiktok and Kwai, the current live broadcast mode of Little Red Book is to allow buyers to carry goods live in low frequency and high duration. For example, the anchors of Tiktok and Kwai can broadcast live for 4 hours each time, or even daily, but the buyers of small red books may only broadcast live once or twice a month, and the duration of each broadcast needs to reach 8 to 10 hours, and the pace of lectures is slow.
According to official statistics from Xiaohongshu, 60% of the platform's users used the search function on Xiaohongshu last year, which means attracting users to click on the live broadcast "appointment" is particularly important. In several live broadcasts of Chen Dadao, Van Gogh and his team observed a strong correlation between the number of live bookings and the final sales achieved by buyers. For example, if a single live booking is 3000-5000, the sales of one live broadcast can reach four to five hundred thousand yuan; If the reservation volume reaches seven or eight thousand or higher, it can reach around one million yuan per session.
This also prompts MCN institutions to pay more attention to the content planning of bloggers in the early stage, which has become a part of their services. An industry insider told Jiemian News that Xiaohongshu's "grass planting" attribute means that institutions cannot only serve the live broadcast itself. Even if the institution only signs a business agreement with the blogger, both parties will discuss the content in the early stage, otherwise it will have a great impact on the live broadcast results.
At present, Mogujie's services on Xiaohongshu cover content, product selection, live streaming, etc. The MCN business focuses on incubating influencers, while the service provider business is more concentrated on merchant resource cooperation.
Van Gogh explained that the services involved in the company are exactly the same as MCN, with the fundamental difference being the flexibility of the contract. There are many long tail small and medium-sized buyers in the market, who may only need our operations, or only need product selection or business negotiations, and can choose one or more combinations. In the future, these long tail bloggers will also be an important direction for Mogujie to do large-scale MCN business on Xiaohongshu.
Compared with other giants, Xiaohongshu Live is in the early stage, which also determines that the MCN ecosystem behind the platform has not yet shown obvious fierce competition. However, a group of MCNs that have accumulated content incubation capabilities in Little Red Book are now developing live broadcast business, such as Tisu Network, Ruhan and other head organizations. The platform for live broadcast has begun to cover Little Red Book from Tiktok.
The entry of Mogujie reflects that more companies are starting to target the opportunities during the dividend period of Xiaohongshu live streaming. But currently, Xiaohongshu live streaming still faces challenges in terms of scale and supply chain.
During this year's Double 11 shopping festival, the number of buyers with single transactions exceeding 10 million on Xiaohongshu was 3.6 times that of last year, which is considered moderate among other platforms. Due to the fact that Xiaohongshu live streaming does not adopt a "low price" model, the platform and buyers also hope to select products and merchants that meet the tone, which to some extent affects the expansion of the product selection pool. This is also a problem that the platform and MCN institutions need to solve together.