text | Rhino Entertainment, author | Fang Zheng, editor | Pu Fang
Let’s do a small survey first:
How many people know that Xiaohongshu also makes its own variety shows?
Just recently on June 18, Xiaohongshu quietly launched its own variety show "Zhang Xiaohui's Rose Editorial Department". As the name suggests, this is a variety show based on the personal IP of Zhang Xiaohui, the "Little Red Book's No. 1 Sales Sister", and spearheaded by her beauty care collection store "Rose is Rose".
Judging from the four programs currently released by Zhang Xiaohui’s Xiaohongshu, to put it simply, this is Zhang Xiaohui’s version of “All Girls’ Offers”. The framework of the program is also for the host to select company employees to conduct product selection PK and form a product selection team. However, Li Jiaqi's series focuses more on showing the "exhilaration" of the bargaining game between the host and the brand, while "Zhang Xiaohui's Rose Editorial Department" takes the same approach. It is an emotional healing route for female bosses to sympathize with female employees and "girls help girls".
And if we turn from the perspective of the program to the platform, what Rhinoceros is most curious about is, why is Xiaohongshu launching a self-made variety show again at this time? As early as 2021, the Little Red Book variety show, which has increased its self-made variety show with "Escape from the City Plan", has been unable to gain market recognition? Can Zhang Xiaohui lead the sudden rise of Xiaohongshu variety show?
How about Zhang Xiaohui’s “variety show debut”?
Let’s first talk about Zhang Xiaohui’s recent actions.
In fact, compared with the micro-comprehensive program "Zhang Xiaohui's Rose Editorial Department", Zhang Xiaohui's Taobao live broadcast debut on May 26 is undoubtedly an event that has attracted more widespread attention in the industry. To put it more bluntly, this so-called micro comprehensive program is actually just a publicity means to build momentum for Zhang Xiaohui’s 618 live broadcast.
However, Zhang Xiaohui, who has stepped out of the comfort zone of Xiaohongshu, seems to have hit a wall this time. Her first live broadcast on Taobao only had 10 million+ views and 197,000 fans. This is different from her live broadcast on Xiaohongshu. The impressive record of frequently breaking 100 million GMV is not on the same level.
It is indeed the 618 session that even Li Jiaqi complained about. Zhang Xiaohui was not fully prepared for his rise to fame and Tao Tao. He first went online on WeChat, and then opened a Weibo account "Rose is Rose_Zhang Xiaohui" on May 13. Then on May 20, it launched its own "Rose is a Rose" collection store on Tmall International. However, this series of efforts to break the circle does not seem to have achieved the reality of "breaking the circle".
Let’s talk about the micro-comprehensive “Zhang Xiaohui’s Rose Editorial Department”. Its limitations are almost the same as the communication difficulties Zhang Xiaohui faced when entering Taobao. Originally, the audience for variety shows with merchandise was very limited, but Zhang Xiaohui's variety show's "all-female" cast configuration and the promotion of "female power" content have further limited the show's audience to female groups, and some of them have aesthetics. Conscious elite group of women.
So to evaluate it, you really have to divide it into two parts.
On the one hand, for the main users of the Xiaohongshu site, "Zhang Xiaohui's Rose Editorial Department" is definitely a high-quality variety show. In the first episode of the show, the boss Teresa (Zhang Xiaohui) had a heart-to-heart talk with her employees. You will find that every young girl here is outstanding and cute. Chang Sijie, who joined the company after graduating from college at the age of 22, really This "first job" has been the most passionate and extreme. Xu Wenya, who was privately evaluated by colleagues as "the most favorite job in the world", is able to stay emotionally stable and hold temporary assignments. At the age of 39, she is unmarried and has just changed careers. Most of the new employees still have the career dream of "wanting to be the most talkative and story-telling person in the nursing home in the future."
It was the first time she heard these girls’ heartfelt stories. Zhang Xiaohui said bluntly, “I am very proud.” Throughout the process, she showed a communication attitude that was different from that of a fatherly leader and was on an equal footing with employees. She used her own experience to comfort or encourage those who were not confident. Young Girl "You will always find a piece of sky above you." Such an "idealistic" dream boss also made Xiaohongshu users break their guard. "I really wanted to cry from the beginning", "I really envy Ms. Zhang's employees", "This environment and the way they are treated are just like part-time jobs" can be seen everywhere in the comment area. A human daydream" and other heartfelt comments.
But on the other hand, for ordinary viewers who are not the audience of Zhang Xiaohui's live broadcast, "Zhang Xiaohui's Rose Editorial Department" lacks a reason to attract these people to click on it.
First of all, from the content attribute point of view, Xiaohongshu is essentially a picture and text community. Most users have not developed the habit of watching videos on this platform, let alone videos that last more than 30 minutes. Most people Won't stop here at all. The program team probably took this into consideration, so "Zhang Xiaohui's Rose Editorial Department" was actually launched on Douyin at the same time. However, in terms of the data of 9163 likes on Douyin for the first episode and 2910 likes for the second episode, this program On Douyin, it is equivalent to no one paying attention.
Furthermore, "Zhang Xiaohui's Rose Editorial Department" focuses on the "light person" values of workplace women being anti-involution and helping each other. It is indeed consistent with Zhang Xiaohui's live broadcast temperament, but for the majority of migrant workers who are not the audience of the live broadcast, The look and feel of this workplace group portrait is too "boring". Watching "All Girls' Offers" we can also substitute the emotional satisfaction of Party B's social beasts and Party A's wanton battle. Watching a group of professional women unite to work hard for the boss is too contrary. The "political correctness" of today's migrant workers is too much!
The twists and turns of Xiaohongshu’s variety show
So why does Xiaohongshu still champion this micro variety show?
Mr. Rhino believes that this is mainly based on the consideration of wanting to increase the overall reputation of 618 Xiaohongshu e-commerce. After all, Zhang Xiaohui is still the first sister promoted by the platform itself, and arranges a variety show for the "first sister". Something is wrong.
The problem lies in Xiaohongshu’s experience in operating variety shows.
In the early years, the only connection between Xiaohongshu and variety shows was a "sponsorship relationship." The most classic one was its continuous sponsorship of S+ variety shows "Idol Producer" and "Produce 101" in 2018, which brought a lot of new people to the platform. In 2021, Xiaohongshu, which was not satisfied with investing in variety shows, began to enter the self-produced variety show track for the first time.
Starting in 2021, Xiaohongshu has successively produced many micro-complex programs such as "Escape from the City Plan", "Night in the Corner", "Two Days and One Night Camping Plan", "I Will Live Like This", etc. The common feature is that the program themes are all It is similar to the most popular lifestyle “grass planting” content on the Xiaohongshu platform, especially travel variety shows that account for the majority.
From a production perspective, we will find that the so-called "self-made" of Xiaohongshu Variety Show actually lacks a unified and clear platform planning strategy, and many of them are like piecemeal projects that were started after temporarily finding a partner. For example, "Escape from the City Plan" is a four-year-old traveling variety show cooperating with Gabro Studio under Wow Entertainment, and "Night in the Corner" is an interview program cooperating with cultural celebrity Liang Wendao's ideal company. These cooperations are more like "It was a spur-of-the-moment idea", and it turned out later that these shows had indeed finished their first season and then died.
On the other hand, Xiaohongshu’s so-called self-made variety shows are too small in size. They tend to be short-video content output by popular bloggers. The duration is also short and can only be called “micro-variety shows.” Their popularity is basically It’s to the extent that no one knows about Little Red Book, and most programs don’t have titles or sponsorships.
Until the "Zhang Xiaohui's Rose Editorial Department" we talked about today, the limitations of Xiaohongshu variety shows mentioned above by Rhinoceros still continue to exist. Three years have passed, and the progress of Xiaohongshu’s self-produced variety shows has not been obvious.
can see that "Zhang Xiaohui's Rose Editorial Department" does not have any naming or sponsoring brands. Its release channel is only placed under Zhang Xiaohui's Xiaohong book number. The user experience is the same as Xiaohongshu's short video. , even during the playback process, the audience cannot see the total duration of the program, nor do they know where the progress bar is currently. The entire playback page experience is far from mainstream long-form video variety shows.
From this point of view, it is not meaningful to use "Zhang Xiaohui's Rose Editorial Department" to explore the prospects of Xiaohongshu's self-produced variety shows. After all, from the broadcast format, project size to business model, it can hardly be called a A "variety show" that meets the usual long video standards.
Therefore, for the current Xiaohongshu, doing variety show promotions seems to be far more reliable than doing variety shows yourself. When the day comes when mainstream variety shows can consider the platform "Little Red Book" when promoting them, it won't be too late to talk about homemade variety shows.
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