Momo is preparing to launch a new content sharing app designed to target the younger generations. The Beijing-based social media company is working on a new product called ‘Shumei’, which translates to ‘Raspberry’.
The move marks an attempt to challenge Xiaohongshu‘s position in the domestic field of online social networking and content sharing.
According to pictures seen by Pandaily, the upcoming app’s user interface appears very similar to Xiaohongshu. The homepage recommends daily notes shared by users in masonry layouts and users can click on a plus sign at the bottom to create new notes.
Xiaohongshu, which will be the main competitor of Shumei, currently boasts over 100 million monthly users and nearly 300 million notes were published in 2020.
83% of users are in the 18-34 age range, while female users account for over 90% of all members.
Momo has been going through a transition period over the past year, which has seen several changes made to its senior management team. This included Li Wang taking over from longstanding CEO Yan Tang in October.
One of its most popular products, Tantan, is also in the process of pivoting away from being solely focused on dating, and will soon offer a more general social networking and live streaming experience.
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