It is not difficult to see the shadow of Xiaohongshu from the "Ke Song" App, which Number List was launched on the shelves of major app stores on July 8. Croissant's Slogan "Define Your Vitality" is similar to Xiaohongshu's "Mark My Life".
Douyin has long wanted to get a piece of Xiaohongshu’s grass growing business. Since 2018, planting grass has become an important part of Douyin’s interest in e-commerce. It increases the weight of planting content on the site, and uses algorithm advantages to build new products outside the site. But in the first two attempts, Douyin worked hard, but it turned out to be a slap in the face.
Now that we are once again digging gold and planting grass, and using an independent product to penetrate into the hinterland of Xiaohongshu, can Douyin get its wish?
1. Three Gus Planting Weeds
From product form to design language, "paying tribute" to Xiaohongshu in various details has become the reason why Croissant was hotly debated as soon as it came out.
In the navigation bar at the bottom of the home page, Kosong has set up the home page, search, creation, message and "I" level entry, which is no different from Xiaohongshu except that the shopping channel is replaced by search. At the top, Croissant replicates Xiaohongshu's attention and discovery portals, only missing the local portal that shows the location.
In the choice of single and double columns, Ke Song also changed the immersive single column feed stream that Douyin is good at, and adopted the same double column mode as Xiaohongshu. In terms of content, Kosong currently only supports the publishing of graphic and text content.
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