95后购买用户占比70% 年轻人正在涌入小红书“市集”

Group 1 - The core idea of the news is that Xiaohongshu is rapidly increasing its user base, particularly among younger consumers, and has launched a new "Market" feature to enhance the shopping experience [1][2] - Xiaohongshu's monthly active purchasing users include 70% from the post-95 generation, indicating its position as a gathering place for the new generation of consumers [1] - The "Market" feature aims to provide a more centralized trading space for users and merchants, enhancing the chances of high-quality products being purchased [1] Group 2 - Xiaohongshu hosted its first offline market event in Shanghai from August 28 to 31, featuring over 100 merchants showcasing their products [2] - The "Zhan Chun" clothing store has a stable return rate of 10%, significantly lower than the industry average, indicating strong customer satisfaction and repeat purchases [2] - The fruit seller "Yang Yang Country Life" achieved a remarkable 30% repurchase rate in the last 30 days, demonstrating the high quality demanded by Xiaohongshu consumers [2] Group 3 - Xiaohongshu has over 350 million monthly active users, with 170 million seeking to make purchases each month, highlighting significant consumer demand [3] - More than 50% of merchants on Xiaohongshu are first-time store owners, with 50% of new individual sellers being from the post-95 generation [3] - The platform is characterized by a vibrant and diverse community of young entrepreneurs [3] Group 4 - The hashtag GoodProductSharing has over 6 billion views, while MyStoreDaily has nearly 1 billion views, indicating a strong interest in quality products among consumers [5] - Xiaohongshu has introduced a "Million Commission Waiver Plan" to attract new merchants, allowing them to avoid commission fees on the first 1 million in transaction volume [5] - The number of new merchants joining Xiaohongshu is expected to increase by 8.1 times year-on-year in 2024 [5]