《中国企业家》2017年第17期创酷《自然进化中的小红书》海淘信息的不对称让小红书用户晒的海外购物笔记有了很大的资讯价值。小红书定位的UGC(用户生成内容)战略,是其成功发展至关重要的一步。在消费者对海外品牌相对陌生的情况下,真实用户的口碑对于消费决策十分重要,尤其是作为跨境购主流群体的90后用户更信赖口碑传播。小红书转型电商或 “Chinese Entrepreneurship” 2017 17 Qiucun “Little Red Book of Natural Evolution” The asymmetry of the information of Haitao made it very informative for users to read overseas shopping notes. The strategy of UGC (User Generated Content) targeted by Little Red Book is a crucial step toward its successful development. When consumers are relatively unfamiliar with overseas brands, the reputation of real users is very important for consumer decision-making, especially after 90 users as cross-border purchasers are more trustworthy in word of mouth. Small red book transition electricity supplier or