Here it comes! Xiaohongshu officially announced to crack down on e-commerce without source of goods!

Based on the phenomenon that Xiaohongshu officially announced to crack down on e-commerce without source of goods, the author analyzed where Xiaohongshu e-commerce will go after bidding farewell to e-commerce without source of goods. I recommend friends who want to do e-commerce on Xiaohongshu to learn from it, hoping to bring inspiration to everyone.

What is coming has finally come.

And this time, it's a one-size-fits-all approach.

1. Why are e-commerce companies without sources of goods hit?

A few months ago, Xiaohongshu's no-source e-commerce was very popular and the discussion volume was very high. Many "IPs" also started selling Xiaohongshu's no-source e-commerce courses, claiming to "make a fortune every day."

At that time, there were many platforms that wanted to cooperate with me on related courses, but I rejected them all. I always felt that the dividends of Xiaohongshu e-commerce had nothing to do with no-source e-commerce. In essence, the dividends of Xiaohongshu were the result of the resonance between the community and the good ecology of the community. If you want to share the dividends, you must respect users and the community , and bring positive value to Xiaohongshu users and the community.

Indeed, no-source e-commerce has filled the gap in SKUs in some categories of the Xiaohongshu Mall, but this is at the expense of user experience. This kind of "equivalent exchange" platform is definitely not encouraged and is not something we want to see, so crackdowns are inevitable.

I have actually stated the reasons a long time ago, and I had predicted the hit a long time ago. As early as three months ago, I have expressed my attitude towards no-source e-commerce on the official account many times, and I don’t want everyone to follow suit blindly.

I hope that my expression can reduce the number of friends who spend thousands of dollars to buy Xiaohongshu's no-source e-commerce courses in order to participate in the "bonus".

2. How does Xiaohongshu detect whether a store is an e-commerce store with no source of goods?

Don't take chances and don't commit crimes against the wind.

According to the content of the announcement, it is obvious that Xiaohongshu has made great efforts in investigating no-source goods this time. Let’s first look at the official disposal measures.

Basically, it is a one-size-fits-all approach. For minor cases, significant points will be deducted; for medium cases, store traffic will be restricted, product releases will be restricted, and products will be frozen; for serious cases, the store will be closed and liquidated damages will be paid. Although the deposit is not mentioned here, it will most likely be deducted.

Compared with the brand soft advertising deduction mechanism, the handling method for no source of goods can be said to be much stricter and basically unsolvable.

In terms of investigation methods, it is obvious that the platform has also carefully considered this matter. Let’s take a look at the official announcement first.

The general meaning is that if you want to prove that your store is not a store without source of goods, there are three ways:

1. Provide a production license to prove that the product is produced in your own factory

2. Provide purchase invoices to prove the purchasing relationship with the manufacturer

3. Provide a consignment contract to prove the cooperative relationship with the manufacturer

Basically, all excuses have been blocked, and stores without supply will have nowhere to hide. So again, don't take chances, don't commit crimes against the wind. Friends of e-commerce without supply should get off the train as soon as possible, stop losses on the spot, and minimize losses.

3. Where will Xiaohongshu e-commerce go after bidding farewell to no-source e-commerce?

It is a good thing that Xiaohongshu's e-commerce bids farewell to e-commerce without source of goods. Customer experience will improve, and the e-commerce attributes of Xiaohongshu will be increasingly felt to be different from those of other platforms.

In Douyin, the supply of goods is the foundation. Whoever can get a more cost-effective price and a more favorable mechanism will have the traffic.

But on Xiaohongshu, the shop owner's aesthetics and product selection ability are more important than the source of goods. It does not compete on price-performance ratio, traffic, or hot products. What Xiaohongshu e-commerce competes on is product selection, aesthetics, content production, and user operation capabilities.

If Douyin e-commerce is a [promotion venue], then Xiaohongshu e-commerce is like a [buyer's store] . There are three types of people who are naturally suitable for Xiaohongshu content e-commerce.

The first one: the manager mode

The manager model is a buyer himself, and has a boutique that is doing well offline. The boss usually has a stable aesthetic sense, a keen sense of the market, and even has considerable insights into private domain operations. This kind of person is most suitable for the role of "manager" and is very suitable for Xiaohongshu content e-commerce.

The second type: manufacturer model

With its own factory and strong supply chain capabilities, it does not need to choose a track, and can do whatever it has. With strong supply chain barriers and a group of small B users in hand, it can sell directly from the source and its profits can be controlled.

The product iteration is fast and the price-performance ratio is high. It is also a good model to come to Xiaohongshu to increase the volume. Xiaohongshu is not only able to sell premium products, but also has a high demand for high-quality products.

This type of potato shop is the easiest to take over e-commerce traffic with no source of goods.

The third type: strong content mode

"Content is the best service." The essence of traffic is mass, and the essence of content is differentiation. However, differentiation is not a niche, but an invisible product strength. The ultimate achievement may be a brand.

Find a product with unclear differentiation but high profits, create content around this product, differentiate the content, and use the content advantage to fill the product advantage. This is a test of content capabilities and is more suitable for team operations.

4. Final Thoughts

Xiaohongshu e-commerce has grown from nothing to something, from chaos to order, and you and I are all witnesses. The exit of speculators is a good thing for the ecosystem, and real dividends and opportunities will soon appear. Congratulations to every friend who respects the rules of the ecosystem for successfully entering the new era of Xiaohongshu e-commerce 2.0.

Author: Vic WeChat Official Account: Vic's Marketing Thoughts