How Xiaohongshu rides the digital fashion wave

As Chinaverse evolves, China’s Xiaohongshu lifestyle sharing platform emerges as an interesting case study. His contribution to the metaverse is the digital art platform called “R-Space”, featuring dozens of digital collections of local artists, lifestyle social influencers and in-house designers.

In China, the NFT landscape is complicated. As digital tokens cannot be traded, other areas are opening up; some IT companies have begun to focus on NFT video games, while others have built virtual idols for quick commercial benefits. And since the sector is still at an early stage, there is no specific regulation that shapes the formation of the industry.

Xiaohongshu’s move to the metaverse in November 2021 put him ahead of the competition, such as the famous Gen-Z video site Bilibili.com – which jumped in earlier this year – and e-commerce giant JD.com, which launched in December 2021. Xiaohongshu’s diverse digital repository allows it, as well as local names, to engage with a lucrative younger generation of customers. At the same time, R-Space also helps the platform integrate technology with fashion beyond the recommendation-based interface. According to Kirin Lee, head of R-Space in Xiaohongshu, the long-term strategy of the NFT application will focus on luxury brands, streetwear and virtual fashion.

For now, so intriguing. here, Jing Daily analyzes the platform’s entry into the world of digital fashion.

Extended development of technology

Through R-Space, Xiaohongshu hopes to expand its influence on lifestyle and fashion by making its design gamified and interactive. Most Xiaohongshu NFT collectibles have their “physical twin” for sale on the platform, meaning customers can purchase tangible versions of their digital collectibles and display them offline. Therefore, R-Space offers the perfect space for users to flaunt their fashion collectibles, which in turn creates content for their accounts.

Xiaohongshu offers a platform for users to flaunt their fashion collectibles. Photo: Xiaohongshu

As part of its digital fashion strategy, the app has updated its “3D Body Grid” and clothing simulation technologies to make R-Space digital clothing hyperrealistic (using digital pattern and a set of fabric values ​​such as stretch, weight, etc., to create digital pattern of a garment for draping on a 3D virtual model of the cut). R-Space users can also try out digital clothing in real time because the company uses body segmentation, tracking and posture assessment technologies (basically, a computer vision technique that predicts and tracks the location of a person or object).

Lee of Xiaohongshu explained that R-SPACE aims to create a sustainable business model. This includes “improv[ing] IP monetization through NFT by establishing this creative, well-paid and fashion-oriented platform. Creators can make money through auctions, and fans can find what they want to buy at a reasonable price. ”

A community of creators

Due to its convenient location in the Chinese fashion capital – Shanghai – the platform is also used in its surroundings. R-Space has previously collaborated on a series of digital fashion shows in Xintiandi (one of the highlights of Shanghai Fashion Week) and released 18 virtual fashion pieces in a limited edition of nine domestic brands, including Chen Peng, Masha Ma and Annakiki. Although the feedback was mixed, over 3,000 virtual fashion items ranging from $ 200 to $ 600 were sold.

In collaboration with Shanghai Fashion Week, 3,000 digital fashion items were exclusively put up for sale at Xiaohongshu. Photo: Xiaohongshu

Another brand for finding results on the platform is AMAZ! NG PANDA. This Shanghai-based lifestyle lifestyle that features colorful, street style has achieved success by jointly branding products with designers. About her experimental NFT series, founder Amy Fan said: “NFTs are a strong connecting point for this community, especially for Gen-Z. I believe that in the future they will be a key channel for IP as we are to play on the field. “

In many ways, Xiaohongshu has always been a virtual community. NFTs are just the logical next step. Many of the creators of the platform are students, artists and designers. For Lee, they are influential people with quality content. “They have their own solid fan base and these fans are eager to buy those digital works. They are open to new technology, and their purchasing power is strong. ”

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