By Cynthia Li
Little Red Book (“LRB” in the rest of the blog), the leading Chinese lifestyle social media and E-commerce platform indulges its over 200 million monthly active users with a metaverse experience. The company launched an in-app feature called “R-Space” in November 2021,[1] providing LRB users with a one-stop shop to buy and showcase blockchain-based digital collectibles.[2] Activating R-space is no fuss. LRB requires interested users to submit their legal name, phone number, Resident Identity Card number, and a short video to the platform for verification purposes. Once the security check passes, the “R-Space” tab will appear on the user’s profile page. In the spirit of community building, not only does a collector have access to her own collection, but she can also enjoy others’ collections by visiting their R-Space.
Digital fashion is one of the most popular categories that collectors buy in R-Space.[3] LRB seized the lucrative opportunity to monetize Gen-Z’s openness to owning something entirely virtual and craze for fashion items. Head of R-Space Kirin Lee explained that luxury brands, streetwear, and virtual fashion would be central to the platform’s long-term NFT strategy.[4]Trendsetters shop for digital garments from R-Space, taking pictures of themselves wearing designer pieces that cannot be manufactured in the real world and sharing the pictures with fans. This rise of digital fashion enhances LRB’s authority as the go-to lifestyle app.
Looking into R-Space
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