Small Red Book Live Stream: The Power of Maintainers Over Influencers

The Divide in Little Red Book's Livestream E-commerce: Why Brands Should Embrace "Maintainer" Roles

The Little Red Book (Xiaohongshu) livestream e-commerce scene presents a unique challenge for brands. While successful influencers can generate significant revenue through livestreaming, true success for brands remains elusive. This stems from a fundamental divide between influencers and businesses within the ecosystem.

Let's break down the three main players in this dynamic:

1. The Douyin-Transfer Influencers: These businesses leverage the proven strategies of successful Douyin (TikTok) influencers, focusing heavily on influencer marketing and partnerships. While this approach is currently viable due to the "supply and demand imbalance" in Little Red Book's livestream scene, its long-term sustainability is questionable.

• Why? Transplanting a successful model from another platform doesn't always guarantee success. The nuances of Little Red Book's community require a more organic approach aligned with its unique ecosystem. Relying solely on borrowed tactics might work in the short term but lacks authenticity and long-term viability.

2. The "Notes-Plus-Livestream" Approach: Some brands opt for a dual strategy: investing in influencer notes while simultaneously securing livestream placements. While seemingly straightforward, this approach often yields limited results.

• Why? Livestreaming requires specific expertise and alignment with the audience's interests. Influencers primarily focused on notes may lack the experience or motivation to deliver compelling livestream performances. The result is typically underwhelming sales figures. Investing in high-quality note content might yield better results than relying on lukewarm livestream collaborations.

3. The True Earners: The "Maintainer" Influencers: These influencers operate as true "buyers" within the ecosystem. Their accounts are meticulously curated around their unique buying expertise and aesthetic preferences, featuring product recommendations in both notes and livestreams. Many function as "front-shop back-factory," managing their own supply chains or collaborating deeply with brands to ensure a consistent flow of products aligning with their carefully cultivated audience's needs.

• Why? These influencers thrive because they understand the value of genuine product selection and curation. They build trust with their followers by offering valuable insights, personalized recommendations, and a curated shopping experience. This resonates deeply with Little Red Book's audience who seek authenticity and expert guidance.

The current landscape reveals a stark reality: while successful influencers flourish, true success for brands on Little Red Book's livestream platform remains a distant goal.

So how can brands break through? By embracing the "Maintainer" role. Brands must prioritize direct engagement with their target audience, sharing their brand story, values, and unique perspective. Just like the "Maintainer" influencers, brands should:

• Curate authentic content: Move beyond generic product promotions and focus on storytelling, user experiences, and community building.
• Engage directly with consumers: Encourage dialogue, respond to questions, and foster a sense of genuine connection.
• Leverage emotional value: Connect with users on an emotional level by highlighting the human element behind the brand and its products.

By adopting this approach, brands can create lasting connections with Little Red Book's discerning audience, paving the way for sustainable success in this evolving e-commerce landscape.