According to TapTechNews on May 28, 36Kr reported that recently the buyer operation business of Xiaohongshu's e-commerce has been merged with the merchant operation business to form the E-commerce Operations Department, which is a secondary e-commerce department. Previously, the buyer operation business and the merchant operation business were scattered in two independent departments.
The newly merged E-commerce Operations Department will unify the management of buyer operation and all merchant operations, which will be led by Yinshi and report to Xiaohongshu's COO (Chief Operating Officer) Conan.
Yinshi was previously the person in charge of Xiaohongshu's live streaming business, and live streaming with goods is a key investment direction of Xiaohongshu's e-commerce this year. After Xiaohongshu established the mindset of live streaming with goods through buyers, it is gradually enriching the supply of store live streaming and forming a state of parallel development of buyer live streaming and store live streaming.
TapTechNews quoted the data from Xiaohongshu's 618 Grand Opening Battle Report. On the first day of 618, the number of live streaming orders was 8.2 times that of the same period last year, the GMV of live streaming transactions on the first day was 6 times that of the same period last year, and the number of users who purchased in the live stream room was 7.4 times that of the same period last year. The GMV of store live streaming on the first day was 4.2 times that of the same period last year, and the number of store live streaming starts on the first day was 3.8 times that of the same period last year.