From September 28, 2021, the "Little Red Book" app made by Byte in Japan was officially renamed "Lemon8" by Sharee, and the little green book has become a little yellow book. "Lemon8" described the name change as "rebirth" in the app store. According to a press release issued by the ByteDance "Lemon8" team, the "Lemon" in "Lemon8" was inspired by "Lemonade", hoping to share fresh things with you like a refreshing glass of lemonade, and "8" Then comes from "∞ (infinity)". Therefore , "Lemon8" can be interpreted as providing users with endless new things and discoveries. What's more interesting is that "Lemon8" also won the Best Lifestyle App of 2021 on Google Play in Japan. Byte is no longer a small green book in Japan, but a small yellow book Besides changing the name from "Sharee" to "Lemon8" and the icon from "Little Green Book" to "Little Yellow Book", what other changes have been made to "Lemon8"? 1. Attack on "Lemon8" 1. Expansion of the market territory: further advance from Japan to Thailand In the Sharee stage, the growth and launch of products were concentrated in the Japanese market; but in the "Lemon8" period, it can be clearly seen that a lot of its energy has been invested in the Thai market.
Byte is no longer a small green book in Japan, but a small yellow book "Lemon8" Thailand Station | Source: Cosmenet.in.th According to the vast number of big data, "Lemon8" has placed a total of 2015 deduplication creatives in the past 30 days, of which 82% were invested in the Japanese market and 18% in the Thai market. Byte is no longer a small green book in Japan, but a small yellow book Data source: Daguangda As for why the byte "Little Red Book" focused on the Japanese market at the beginning, it can be roughly classified as: 1. The Japanese market is relatively closed and has a high threshold for localization, and ByteDance has accumulated experience in the Japanese market with three products including TikTok, CapCut and BuzzVideo, and has accumulated a certain reputation value. 2. Because of TikTok, the KOL resources reserved by Byte in Japan are difficult for most companies to match. Although the content presentation forms of Xiaohuangshu and TikTok are different, many creators have the ability to create high-quality graphics and videos. . 3. Japanese users Phone Number List like to use social media and like delicate and good things, but they lack an integrated grass planting platform, and the grass planting platform represented by Xiaohongshu has not yet gone to Japan.
Therefore, it is not difficult to understand why Byte chose Japan as the first stop for Xiaohuangshu to go overseas. But this time, why did you expand your perspective to the Thai market? Byte is no longer a small green book in Japan, but a small yellow book "Lemon8" popular creative material in Thailand market | Data source: Daguanda In fact, some clues can be found in the creatives launched by "Lemon8" in the Thai market. According to the vast amount of big data, according to the estimated amount of impressions, more than 90% of the advertising materials of "Lemon8" in Thailand in the past 90 days are clothing, beauty and hair and nails. Most of the selected copywriting is to find fashionable lifestyles and other types of content. There is no doubt that the target users of "Lemon8" in Thailand are young women who are concerned about fashion. This is related to the maturity of the beauty industry in Thailand. In fact, due to years of accumulation, "Thai makeup" has long established its own place in the fashion field, and Thai beauty products known for their cheapness and practicality are also enjoying a certain share in the world.