Influence On Xiaohongshu Marketing Strategy Derived From Content Sharing

Along with erupt of the COVID-19 pandemic, online retail business showed an amazing growth rate, among which social e-commerce, led by "Xiaohongshu", quickly reaped a large number of users by virtue of its community attributes of "sharing" and "socialization". However, with the rapid development of more and more similar online platforms such as Lvzhou (绿洲) and Meilixiuxing (美丽修行), Xiaohongshu is facing increasing market competition. It needs to make breakthroughs and innovations in "content marketing" based on its own advantages. This article studies the impact of multiple content related factors on the consumption intention and behavior of male and female users, and combines 4C marketing theory to assist the Xiaohongshu platform in optimizing marketing strategies and enhancing its commercial competitiveness and influence.