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商品編號： W40545 出版日期： 2025/02/13 作者姓名： Chen, Jing;Yan, Nina 商品類別： Marketing 商品規格： 18p 再版日期： 地域： China 產業： Information technology and telecom sector 個案年度： -
商品敘述：
Founded in 2013, Xiaohongshu had evolved from an online shopping guide into a major app. By August 2023, the platform had introduced the "buyer era," marking a pivotal shift in its business strategy. Xiaohongshu integrated influencer and merchant operations into a unified department to enhance efficiency and strengthen the link between content creation and e-commerce. It needed to determine whether a commission-based buyer model could transition the platform from influencer-driven live e-commerce to a model where professional buyers would curate and present products directly to consumers. This strategic move required careful evaluation to ensure alignment with the platform''s core strengths. Jing Chen is affiliated with Dalhousie University;Nina Yan is affiliated with Central University of Finance and Economics
涵蓋領域：
Consumer behavior;Competitive advantage;Brand management;Supply chain management
相關資料：
, (W40546), p, by Jing Chen, Nina Yan
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