Xiaomang E-Commerce Co., Ltd.

Xiaomang APP is a brand-new content e-commerce platform under Hunan Broadcasting System, officially launched and operated on January 1, 2021. Its operating entity is Xiaomang E-Commerce Co., Ltd. (hereinafter referred to as Xiaomang E-Commerce). Based on the strategic mission of breaking the ceiling of Hunan Broadcasting System's long-form video and extending the IP industry chain of Hunan Satellite TV and Mango TV's dual platforms, Xiaomang E-Commerce closely focuses on young consumer groups centered on Generation Z users, focuses on using IP to create hit products, and is committed to building Xiaomang into the online Disney for Generation Z.
Since its establishment, Xiaomang E-Commerce has mainly focused on the following directions to build core competitiveness:
First, hold high the banner of integrated innovation and be a pioneer in IP monetization.
Xiaomang E-Commerce deeply focuses on the integration of IP content and e-commerce formats. By strengthening overall linkage with the Mango ecosystem, it creates core vertical products, and the company's performance has maintained rapid growth. In 2022, Xiaomang E-Commerce's annual transaction volume reached 7 times that of the previous year; in the first half of 2023, Xiaomang E-Commerce exceeded the previous year's full-year transaction volume in just half a year, and its user scale exceeded 150 million. At present, the company has a total of more than 400 employees, with an average age of 28.
Second, unleash the growth momentum of IP commodities and create a new species of content e-commerce.
Different from traditional shelf-based e-commerce tactics, Xiaomang E-Commerce builds content marketing scenarios around cooperative brands and self-operated brands, formulates scenario-based selling strategies, accurately reaches target consumer groups through IP, and drives core hit products to become strong engines of the company's business growth. In 2022, the special category of cotton dolls started rapidly from 0 to 1, its market share entered the top three in the industry, and the transaction volume of a single product exceeded 20 million; in 2023, the co-branded baseball jacket launched in collaboration with Mango TV's self-produced IP "Detective Academy 6" became the single product with the largest monthly sales volume across the entire network in that category. Within 100 days of launch, its sales volume across the entire network exceeded 100,000 pieces, and it successfully incubated the self-operated brand "Nanbowan". In less than a year, the brand's sales volume exceeded 1 million pieces, with sales of 200 million yuan. In July 2023, the customized variety show "Traveling into Geography Books", titled by "Nanbowan", was launched, innovating the IP product promotion model. Its popularity led the summer travel variety shows, and the gross profit of embedded products covered the production cost of the program, opening up an unconventional development direction different from other e-commerce platforms. Relying on Mango's professional content production advantages, Xiaomang E-Commerce has also successively held galas such as "Xiaomang Zhonghua Night" and "Xiaomang New Year Etiquette Festival", and carried out marketing activities in conjunction with major IPs such as "Sisters Who Make Waves", "Call Me by Fire", and "Hello, Saturday", bringing brands brand and effect momentum radiating from Mango to the entire network.
Third, take root in the soil of youth culture and be a booster of trendy consumption.
The platform makes every effort to serve user groups mainly composed of young users aged 18-24. For young users, it has successively launched a series of special marketing activities such as "May Fourth: Every Kind of Youth Deserves to Burn", "618: Debut! Domestic Products", and "The Birth of the Cute Champion"; taking the program "100 Rays of Light" as an opportunity, Xiaomang E-Commerce also gathered 100 outstanding fresh graduates to create an entrepreneurial team that breaks through traditional e-commerce product classification and incubates multiple young and trendy categories. At present, Xiaomang E-Commerce has formed multiple special product lines such as clothing, beauty, celebrity merchandise, trendy toys, and cotton dolls. It will continue to explore the product promotion capability of content scenarios and help young users' trendy consumption.