IAPP-CIPM helper - Certified Information Privacy Manager Updated: 2023
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IAPP-CIPM Certified Information Privacy Manager
EXAM NUMBER : IAPP-CIPM
EXAM NAME : Certified Information Privacy Manager
TOTAL QUESTIONS : 90
SCORED QUESTIONS : 70
TIME : 2 hours 30 minutes
PASSING SCORES : 300
PASSING PERCENTAGE : 60%
Make data privacy regulations work for your organization by understanding how to implement them in day-to-day operations. Learn to create a company vision, structure a data protection team, develop and implement system frameworks, communicate to stakeholders, measure performance and more.
- How to create a company vision
- How to structure the privacy team
- How to develop and implement a privacy program framework
- How to communicate to stakeholders
- How to measure performance
- The privacy program operational life cycle
The International Association of Privacy Professionals (IAPP) is the largest and most
comprehensive global information privacy community and resource. IAPP helps practitioners
develop and advance their careers, and organizations manage and protect their data.
The IAPP is a not-for-profit association founded in 2000 with a mission to define, support and
improve the privacy profession globally. We are committed to providing a forum for privacy
professionals to share best practices, track trends, advance privacy management issues, standardize
the designations for privacy professionals and provide education and guidance on opportunities in
the field of information privacy.
The IAPP is responsible for developing and launching the gold standard in privacy and data
protection certifications: the Certified Information Privacy Professional (CIPP), the Certified
Information Privacy Manager (CIPM) and the Certified Information Privacy Technologist
(CIPT). The CIPP, CIPM and CIPT are the leading privacy certifications for tens of thousands of
professionals around the world who serve the privacy, data protection, information auditing,
information security, data ethics, legal compliance and risk management needs of their
organizations.
In addition, the IAPP offers a full suite of educational and professional development services and
holds annual conferences that are recognized internationally as the leading forums for the
discussion and debate of issues related to privacy policy and practice.
IAPP Information helper
Other IAPP exams
IAPP-CIPT Certified Information Privacy TechnologistIAPP-CIPM Certified Information Privacy Manager
IAPP-CIPP-E Certified Information Privacy Professional/Europe (CIPP/E)
CIPP-US Certified Information Privacy Professional/United States (CIPP/US)
IAPP-CIPP-C Certified Information Privacy Professional/ Canada (CIPP/C)
IAPP-CIPM
Certified Information Privacy Manager
https://killexams.com/pass4sure/exam-detail/IAPP-CIPM
Question: 49
In privacy protection, what is a "covered entity"?
A. Personal data collected by a privacy organization.
B. An organization subject to the privacy provisions of HIPAA.
C. A privacy office or team fully responsible for protecting personal information.
D. Hidden gaps in privacy protection that may go unnoticed without expert analysis.
Answer: B
Question: 50
Which of the following best demonstrates the effectiveness of a firms privacy incident response process?
A. The decrease of security breaches
B. The decrease of notifiable breaches
C. The increase of privacy incidents reported by users
D. The decrease of mean time to resolve privacy incidents
Answer: D
Question: 51
In a demo metric template, what does target mean?
A. The suggested volume of data to collect
B. The percentage of completion
C. The threshold for a satisfactory rating
D. The frequency at which the data is sampled
Answer: A
Question: 52
Which statement is FALSE regarding the use of technical security controls?
A. Technical security controls are part of a data governance strategy.
B. Technical security controls deployed for one jurisdiction often satisfy another jurisdiction.
C. Most privacy legislation lists the types of technical security controls that must be implemented.
D. A person with security knowledge should be involved with the deployment of technical security controls.
Answer: B
Question: 53
SCENARIO
Please use the following to answer the next Question:
Edufox has hosted an annual convention of users of its famous e-learning software platform, and over time, it has
become a grand event. It fills one of the large downtown conference hotels and overflows into the others, with several
thousand attendees enjoying three days of presentations, panel discussions and networking. The convention is the
centerpiece of the companys product rollout schedule and a great training opportunity for current users. The sales
force also encourages prospective clients to attend to get a better sense of the ways in which the system can be
customized to meet diverse needs and understand that when they buy into this system, they are joining a community
that feels like family.
This years conference is only three weeks away, and you have just heard news of a new initiative supporting it: a
smartphone app for attendees. The app will support late registration, highlight the featured presentations and provide a
mobile version of the conference program. It also links to a restaurant reservation system with the best cuisine in the
areas featured. "Its going to be great," the developer, Deidre Hoffman, tells you, "if, that is, we actually get it
working!" She laughs nervously but explains that because of the tight time frame shed been given to build the app,
she outsourced the job to a local firm. "Its just three young people," she says, "but they do great work." She describes
some of the other apps they have built. When asked how they were selected for this job, Deidre shrugs. "They do good
work, so I chose them."
Deidre is a terrific employee with a strong track record. Thats why shes been charged to deliver this rushed project.
Youre sure she has the best interests of the company at heart, and you dont doubt that shes under pressure to meet a
deadline that cannot be pushed back. However, you have concerns about the apps handling of personal data and its
security safeguards. Over lunch in the break room, you start to talk to her about it, but she quickly tries to reassure you,
"Im sure with your help we can fix any security issues if we have to, but I doubt therell be any. These people build
apps for a living, and they know what theyre doing. You worry too much, but thats why youre so good at your job!"
Since it is too late to restructure the contract with the vendor or prevent the app from being deployed, what is the best
step for you to take next?
A. Implement a more comprehensive suite of information security controls than the one used by the vendor.
B. Ask the vendor for verifiable information about their privacy protections so weaknesses can be identified.
C. Develop security protocols for the vendor and mandate that they be deployed.
D. Insist on an audit of the vendors privacy procedures and safeguards.
Answer: B
Question: 54
SCENARIO
Please use the following to answer the next Question:
Ben works in the IT department of IgNight, Inc., a company that designs lighting solutions for its clients. Although
IgNights customer base consists primarily of offices in the US, some individuals have been so impressed by the
unique aesthetic and energy-saving design of the light fixtures that they have requested IgNights installations in their
homes across the globe.
One Sunday morning, while using his work laptop to purchase tickets for an upcoming music festival, Ben happens to
notice some unusual user activity on company files. From a cursory review, all the data still appears to be where it is
meant to be but he cant shake off the feeling that something is not right. He knows that it is a possibility that this
could be a colleague performing unscheduled maintenance, but he recalls an email from his companys security team
reminding employees to be on alert for attacks from a known group of malicious actors specifically targeting the
industry.
Ben is a diligent employee and wants to make sure that he protects the company but he does not want to bother his
hard-working colleagues on the weekend. He is going to discuss the matter with this manager first thing in the
morning but wants to be prepared so he can demonstrate his knowledge in this area and plead his case for a
promotion.
Going forward, what is the best way for IgNight to prepare its IT team to manage these kind of security events?
A. Tabletop exercises.
B. Update its data inventory.
C. IT security awareness training.
D. Share communications relating to scheduled maintenance.
Answer: A
Question: 55
What should a privacy professional keep in mind when selecting which metrics to collect?
A. Metrics should be reported to the public.
B. The number of metrics should be limited at first.
C. Metrics should reveal strategies for increasing company earnings.
D. A variety of metrics should be collected before determining their specific functions.
Answer: A
Question: 56
Rationalizing requirements in order to comply with the various privacy requirements required by applicable law and
regulation does NOT include which of the following?
A. Harmonizing shared obligations and privacy rights across varying legislation and/or regulators.
B. Implementing a solution that significantly addresses shared obligations and privacy rights.
C. Applying the strictest standard for obligations and privacy rights that doesnt violate privacy laws elsewhere.
D. Addressing requirements that fall outside the common obligations and rights (outliers) on a case-by-case basis.
Answer: C
Question: 57
SCENARIO
Please use the following to answer the next Question:
Manasa is a product manager at Omnipresent Omnimedia, where she is responsible for leading the development of the
companys flagship product, the Handy Helper. The Handy Helper is an application that can be used in the home to
manage family calendars, do online shopping, and schedule doctor appointments. After having had a successful launch
in the United States, the Handy Helper is about to be made available for purchase worldwide.
The packaging and user guide for the Handy Helper indicate that it is a "privacy friendly" product suitable for the
whole family, including children, but does not provide any further detail or privacy notice. In order to use the
application, a family creates a single account, and the primary user has access to all information about the other users.
Upon start up, the primary user must check a box consenting to receive marketing emails from Omnipresent
Omnimedia and selected marketing partners in order to be able to use the application.
Sanjay, the head of privacy at Omnipresent Omnimedia, was working on an agreement with a European distributor of
Handy Helper when he fielded many Questions about the product from the distributor. Sanjay needed to look more
closely at the product in order to be able to answer the Questions as he was not involved in the product development
process.
In speaking with the product team, he learned that the Handy Helper collected and stored all of a users sensitive
medical information for the medical appointment scheduler. In fact, all of the users information is stored by Handy
Helper for the additional purpose of creating additional products and to analyze usage of the product. This data is all
stored in the cloud and is encrypted both during transmission and at rest.
Consistent with the CEOs philosophy that great new product ideas can come from anyone, all Omnipresent
Omnimedia employees have access to user data under a program called Eureka. Omnipresent Omnimedia is hoping
that at some point in the future, the data will reveal insights that could be used to create a fully automated application
that runs on artificial intelligence, but as of yet, Eureka is not well-defined and is considered a long-term goal.
What can Sanjay do to minimize the risks of offering the product in Europe?
A. Sanjay should advise the distributor that Omnipresent Omnimedia has certified to the Privacy Shield Framework
and there should be no issues.
B. Sanjay should work with Manasa to review and remediate the Handy Helper as a gating item before it is released.
C. Sanjay should document the data life cycle of the data collected by the Handy Helper.
D. Sanjay should write a privacy policy to include with the Handy Helper user guide.
Answer: C
Question: 58
SCENARIO
Please use the following to answer the next Question:
Richard McAdams recently graduated law school and decided to return to the small town of Lexington, Virginia to
help run his aging grandfathers law practice. The elder McAdams desired a limited, lighter role in the practice, with
the hope that his grandson would eventually take over when he fully retires. In addition to hiring Richard, Mr.
McAdams employs two paralegals, an administrative assistant, and a part-time IT specialist who handles all of their
basic networking needs. He plans to hire more employees once Richard gets settled and assesses the offices strategies
for growth.
Immediately upon arrival, Richard was amazed at the amount of work that needed to done in order to modernize the
office, mostly in regard to the handling of clients personal data. His first goal is to digitize all the records kept in file
cabinets, as many of the documents contain personally identifiable financial and medical data. Also, Richard has
noticed the massive amount of copying by the administrative assistant throughout the day, a practice that not only adds
daily to the number of files in the file cabinets, but may create security issues unless a formal policy is firmly in place
Richard is also concerned with the overuse of the communal copier/ printer located in plain view of clients who
frequent the building.
Yet another area of concern is the use of the same fax machine by all of the employees. Richard hopes to reduce its
use dramatically in order to ensure that personal data receives the utmost security and protection, and eventually move
toward a strict Internet faxing policy by the years end.
Richard expressed his concerns to his grandfather, who agreed, that updating data storage, data security, and an overall
approach to increasing the protection of personal data in all facets is necessary Mr. McAdams granted him the freedom
and authority to do so. Now Richard is not only beginning a career as an attorney, but also functioning as the privacy
officer of the small firm. Richard plans to meet with the IT employee the following day, to get insight into how the
office computer system is currently set-up and managed.
As Richard begins to research more about Data Lifecycle Management (DLM), he discovers that the law office can
lower the risk of a data breach by doing what?
A. Prioritizing the data by order of importance.
B. Minimizing the time it takes to retrieve the sensitive data.
C. Reducing the volume and the type of data that is stored in its system.
D. Increasing the number of experienced staff to code and categorize the incoming data.
Answer: C
Question: 59
SCENARIO
Please use the following to answer the next Question:
Edufox has hosted an annual convention of users of its famous e-learning software platform, and over time, it has
become a grand event. It fills one of the large downtown conference hotels and overflows into the others, with several
thousand attendees enjoying three days of presentations, panel discussions and networking. The convention is the
centerpiece of the companys product rollout schedule and a great training opportunity for current users. The sales
force also encourages prospective clients to attend to get a better sense of the ways in which the system can be
customized to meet diverse needs and understand that when they buy into this system, they are joining a community
that feels like family.
This years conference is only three weeks away, and you have just heard news of a new initiative supporting it: a
smartphone app for attendees. The app will support late registration, highlight the featured presentations and provide a
mobile version of the conference program. It also links to a restaurant reservation system with the best cuisine in the
areas featured. "Its going to be great," the developer, Deidre Hoffman, tells you, "if, that is, we actually get it
working!" She laughs nervously but explains that because of the tight time frame shed been given to build the app,
she outsourced the job to a local firm. "Its just three young people," she says, "but they do great work." She describes
some of the other apps they have built. When asked how they were selected for this job, Deidre shrugs. "They do good
work, so I chose them."
Deidre is a terrific employee with a strong track record. Thats why shes been charged to deliver this rushed project.
Youre sure she has the best interests of the company at heart, and you dont doubt that shes under pressure to meet a
deadline that cannot be pushed back. However, you have concerns about the apps handling of personal data and its
security safeguards. Over lunch in the break room, you start to talk to her about it, but she quickly tries to reassure you,
"Im sure with your help we can fix any security issues if we have to, but I doubt therell be any. These people build
apps for a living, and they know what theyre doing. You worry too much, but thats why youre so good at your job!"
You want to point out that normal protocols have NOT been followed in this matter.
Which process in particular has been neglected?
A. Forensic inquiry.
B. Data mapping.
C. Privacy breach prevention.
D. Vendor due diligence vetting.
Answer: D
Question: 60
SCENARIO
Please use the following to answer the next question.
Its just what you were afraid of. Without consulting you, the information technology director at your organization
launched a new initiative to encourage employees to use personal devices for conducting business. The initiative made
purchasing a new, high-specification laptop computer an attractive option, with discounted laptops paid for as a
payroll deduction spread over a year of paychecks. The organization is also paying the sales taxes. Its a great deal,
and after a month, more than half the organizations employees have signed on and acquired new laptops. Walking
through the facility, you see them happily customizing and comparing notes on their new computers, and at the end of
the day, most take their laptops with them, potentially carrying personal data to their homes or other unknown
locations. Its enough to give you data- protection nightmares, and youve pointed out to the information technology
Director and many others in the organization the potential hazards of this new practice, including the inevitability of
eventual data loss or theft.
Today you have in your office a representative of the organizations marketing department who shares with you,
reluctantly, a story with potentially serious consequences. The night before, straight from work, with laptop in hand, he
went to the Bull and Horn Pub to play billiards with his friends. A fine night of sport and socializing began, with the
laptop "safely" tucked on a bench, beneath his jacket. Later that night, when it was time to depart, he retrieved the
jacket, but the laptop was gone. It was not beneath the bench or on another bench nearby. The waitstaff had not seen it.
His friends were not playing a joke on him. After a sleepless night, he confirmed it this morning, stopping by the pub
to talk to the cleanup crew. They had not found it. The laptop was missing. Stolen, it seems. He looks at you,
embarrassed and upset.
You ask him if the laptop contains any personal data from clients, and, sadly, he nods his head, yes. He believes it
contains files on about 100 clients, including names, addresses and governmental identification numbers. He sighs and
places his head in his hands in despair.
From a business standpoint, what is the most productive way to view employee use of personal equipment for work-
related tasks?
A. The use of personal equipment is a cost-effective measure that leads to no greater security risks than are always
present in a modern organization.
B. Any computer or other equipment is company property whenever it is used for company business.
C. While the company may not own the equipment, it is required to protect the business-related data on any equipment
used by its employees.
D. The use of personal equipment must be reduced as it leads to inevitable security risks.
Answer: C
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When we rate help desk solutions on our website, we take into account the following factors.
Pricing
For pricing, we considered several factors, such as how much the software costs, is it a good value for the price and were there any hidden costs or fees. If a provider offered a free trial or a free version of its software, we gave bonus points for that. We also looked at how inexpensive a provider’s lowest-price plan compared to its highest-priced plan and how much benefit a user received by upgrading to a higher plan. This accounted for 10% of our weighted scoring.
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We wanted to know what kinds of features the software offers and if it had all of the features that users need. We broke features down into two categories: general features and additional features. For general features, these were features that we expected every software provider to offer, either as part of its regular plan or at least as a paid add-on. These included offering mobile apps―bonus points for offering software for both iOS and Android―plus self-service capabilities, asset management, social media connectivity, access to a knowledge base and community forum for assistance and the ability to work remotely.
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Expert Analysis
Factors that included ease of use made up the final aspect of our analysis by our panel of experts. When looking at ease of use, they wanted to know how easy it is to set up and use the software, if the interface was intuitive and if the software required any training to get started using it. Besides ease of use, other factors our experts considered were the overall popularity of the software, any stand-out features and the value for the money each provided. Altogether, these criteria make up 30% of the total score.
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CHENGDU, China, Nov. 8, 2023 /PRNewswire/ -- About us: Aurora Mobile (NASDAQ: JG) established in 2011, is a leading customer engagement and marketing technology service provider in China. Its business includes notification services, marketing growth, development tools, and data products. As its sub-brand, MoonFox Data is a leading expert in data insights and analysis services across all scenarios, aiming to help companies gain market insights and empower precise decision-making.
From "Discover World's Goodies" to "Mark Your Life", RED, based on content-heavy and interaction-focused operation logic, has developed into a "composite lifestyle community" that integrates various dimensions of content such as great products, electronics, store-exploring, sports, and knowledge sharing with image-text content at its core.
In the era of short videos and traffic, why RED's image-text system can achieve long-term growth and capture a portion of users' attention? Is it still possible to pursue these commercial monetization paths at RED, regardless of e-commerce or store-exploring? Will the community lose its user stickiness?
I. 100 Million Daily Active Users (DAU) - Favorable Condition and User Choices Shape RED:
RED's average DAU and trend from January to October 2023:
| Date | Average DAU (in million) | MoM change |
| 2023/10 | 101.7196 | 1.90 % |
| 2023/9 | 99.8245 | -0.32 % |
| 2023/8 | 100.1422 | 0.28 % |
| 2023/7 | 99.8648 | 2.56 % |
| 2023/6 | 97.3721 | 0.85 % |
| 2023/5 | 96.5549 | 1.76 % |
| 2023/4 | 94.8857 | 1.41 % |
| 2023/3 | 93.5648 | -2.55 % |
| 2023/2 | 96.0128 | -7.00 % |
| 2023/1 | 103.2426 | 5.23 % |
Data Source: MoonFox iApp; Data Collection Period: January to October 2023. The statistical results only include app data and do not include traffic data from web pages, mini-programs, or quick apps, among others, within the WeChat ecosystem.
According to MoonFox iApp data, as of October 2023, RED's average monthly DAU exceeded 101 million after nearly a year of fluctuations, with its DAU stabilizing at the 100 million level, far surpassing the industry average. Unlike Douyin, which iterates rapidly with clear strategies, and WeChat, which has a massive and stable development, a community-based platform and savage growth are more suitable descriptions of RED. Over the past decade, experimentation and caution have been integral to RED's development.
In 2013, RED was born as a platform with simple content, positioned as a "travel guide sharing platform." Travel guides were not new in that era. Still, RED successfully built a small platform revolving around travel notes by using minimal text, rich visual elements, and aesthetically pleasing page designs, combined with the exploration and targeted promotion by travel bloggers.
In 2015, e-commerce was thriving, with Tmall's Double Eleven sales exceeding 80 billion yuan, surpassing the daily retail sales of consumer goods nationwide in 2014. Just before this trend, RED had already gathered a large number of high-net-worth and high-demand users through its note-sharing feature. Transitioning from travel guides to product recommendations was a natural progression based on user demands. The platform quickly created a "Benefits Group" by carefully selecting products and determining copywriting. As an e-commerce platform, RED began to acquire popularity among users.
In 2017, RED's e-commerce business encountered a growth bottleneck and sought acquisition offers from top platforms, but without success. At this time, the second wave of opportunities arrived - the rise of variety shows, with Douyin and Pinduoduo becoming the top players and "Extreme Challenge" becoming a popular IP at that time. RED chose to collaborate with Idol Producer and Produce 101, which perfectly matched its tone of sharing goods and lifestyle. As a result, a large number of female users flocked to the platform. RED has continuous growth thanks to community operations and top KOL traffic control.
Monthly active users (MAU) and trend changes of RED from January to December 2020
| Date | MAU (in 100 million) | MoM change |
| 2020/12 | 2.19 | 14.21 % |
| 2020/11 | 1.91 | 5.88 % |
| 2020/10 | 1.81 | 11.87 % |
| 2020/9 | 1.62 | -2.30 % |
| 2020/8 | 1.65 | 12.10 % |
| 2020/7 | 1.48 | 25.60 % |
| 2020/6 | 1.18 | -1.39 % |
| 2020/5 | 1.19 | 4.50 % |
| 2020/4 | 1.14 | 7.08 % |
| 2020/3 | 1.07 | 3.66 % |
| 2020/2 | 1.03 | 7.93 % |
| 2020/1 | 0.95 | 2.12 % |
Data Source: MoonFox iApp; Data Collection Period: January to December 2020. The statistical results only include app data and do not include traffic data from web pages, mini-programs, or quick apps, among others, within the WeChat ecosystem.
2020 marked the start of RED's period of rapid development. According to the data from the MoonFox iAPP, as of December 2020, RED's MAU exceeded 200 million, and DAU exceeded 50 million. At that time, online platforms experienced growth under the influence of the COVID-19 pandemic. The lower costs of creating image-text notes on RED, combined with the increasing user stickiness at that time, led to a significant increase in the number of notes related to subjects such as "home cooking" and "indoor exercise." Therefore, users' willingness to search actively increased significantly.
At the same time, RED also officially entered the view of giants. Douyin established a special team, and WeChat launched functional pages, both of which aimed to emulate the image-text model. However, due to factors such as fan base and community background, the results of such efforts were minimal. Still, more users began to see the image-text notes on RED, making it a choice for more users in silent environments and fragmented time.
Getting back to the present, RED formally joined the "club" of 100 million DAUs in 2023, and one of its main areas of development attention is commercialization. Having accumulated a large reservoir of traffic, the commercialization process is accelerating, and RED has taken the lead in content related to e-commerce and store-exploring.
II. Through the buyer model and traffic tilt, the e-commerce business is officially ramping up:
The market re-evaluated RED following the successful sales results generated by the June 18th shopping festival.
Distribution of RED's user usage time from January to September 2023
| Date | Light users (1-3 days) | Regular users (4-8 days) | Heavy users (9 days and above) |
| 2023/9 | 26 % | 10 % | 64 % |
| 2023/8 | 26 % | 10 % | 64 % |
| 2023/7 | 27 % | 10 % | 64 % |
| 2023/6 | 27 % | 10 % | 63 % |
| 2023/5 | 39 % | 10 % | 51 % |
| 2023/4 | 57 % | 13 % | 30 % |
| 2023/3 | 53 % | 12 % | 34 % |
| 2023/2 | 58 % | 13 % | 29 % |
| 2023/1 | 58 % | 13 % | 30 % |
Data Source: MoonFox iApp; Data Collection Period: January to September 2023. The statistical results only include app data and do not include traffic data from web pages, mini-programs, or quick apps, among others, within the WeChat ecosystem.
On one hand, a significant amount of user time is devoted to live streaming and provides support for sales volume. According to data from MoonFox iAPP, as of May 2023, heavy users on RED (logging in continuously for 9 days) accounted for 51.43%, showing a significant increase compared to the previous period and reaching a high value of 62.55% in June. Firstly, RED started to generate warm-up and seeding notes in early May. Through the combination of subjects and traffic support, some product-related note content quickly gained attention and spread rapidly. Secondly, by introducing features such as deposit payments and expanding red envelope rewards, RED further attracted user retention. Ultimately, the community made its way to the e-commerce industry, giving consumers a greater range of options, and the buyer model evolved into the primary strategy for retaining customers. Users complete the conversion by clicking, browsing, seeding content, purchasing, and spreading information.
On the other hand, guidelines and reward measures are implemented to help firms gain users' mindset. At the guideline level, RED launched the "Good Products to Win the June 18 Battle" practical guide activity in late April. By assisting businesses in understanding user search habits, consumption motivations, and segmented scenario demands through its research team, it helps businesses determine promotional materials and styles. On the incentive level, various measures, such as new customer incentives and incentives for returning customers, have been introduced. Meanwhile, RED has officially opened the "Product Collaboration" feature, allowing brands to collaborate with influencers through pure commission-based partnerships. Businesses receive assistance to better align their advertising materials with the community's tone, which will increase the amount of time users spend online and the regularity with which they utilize the platform.
According to data from MoonFox iApp, as of October 2023, RED's overall penetration rate has exceeded 24%, while the penetration rate in the mobile shopping industry has surpassed 28%, showing steady growth throughout the year. After the trial during the June 18 shopping festival, RED has become more determined in its e-commerce path of combining buyer-selected products with live streaming. Based on the community's tone and user demographics, RED tends to refer to live-streaming influencers as "brand curators" and introduces more personal and niche brands. Through professional content explanations, it stimulates users' desire to buy products, enabling even small live-streaming rooms with only a few thousand viewers to quickly and frequently achieve conversions.
RED's e-commerce business has taken shape, and the closure of its self-operated business lines "Small Oasis" and "Benefits Group" confirms RED's commitment to serving third-party sellers and connecting buyers with consumers. Currently, Zhang Xiaohui's live stream sales have exceeded 100 million yuan in a single session on RED. With the combination of the buyer model and high average order value, breakthroughs are expected in RED's live streaming rooms during the Double 11 shopping festival.
III. Focusing on Local Lifestyles, the Commercialization of Store-Exploring Is Accelerating:
September 2023: Distribution of active and new users' attributes on RED
| Attributes | Active users | New users |
| Male | 39.25 % | 44.30 % |
| Female | 60.75 % | 55.70 % |
| 15 years old and below | 5.47 % | 4.40 % |
| 16-25 years old | 27.73 % | 28.19 % |
| 26-35 years old | 32.49 % | 35.40 % |
| 36-45 years old | 21.01 % | 22.16 % |
| 46 years old and above | 13.30 % | 9.85 % |
Data Source: MoonFox iApp; Data Collection Period: September 2023. The statistical results only include app data and do not include traffic data from web pages, mini-programs, or quick apps, among others, within the WeChat ecosystem.
The attributes of users give brands their tone, and RED's community tone aligns well with the direction of store-exploring. According to data from MoonFox iApp, as of September 2023, female users accounted for 60.75% of the total user base on RED, with the majority of them falling into the age range of 26-35. This group of users typically possesses a certain level of aesthetic and judgment ability, as well as an increase in their consumption level and disposable income. They have a strong desire to share their experiences and generally have a higher level of writing skills. In addition to popular travel guides and experience-sharing notes, there has been a growing trend of more diverse and high-demand notes related to store-exploring. Focusing on these kinds of notes is becoming more and more common among bloggers.
Formal data indicates that in 2022, there were more than tens of millions of notes on RED pertaining to "food-exploring." "What to eat" has become one of the core search scenarios for users on RED, and there has been an emergence of explosive notes with hundreds of thousands of views and tens of thousands of favorites. These explosive notes are undoubtedly attractive to merchants. However, the majority of merchants choose to interact through private messages due to the scarcity of available communication channels, which results in low efficiency. Additionally, because they cannot select suitable bloggers, their promotional efforts also yield minimal results.
On the other hand, bloggers are also facing challenges, such as difficulty in monetizing their notes and connecting with merchants. In response to this, some merchants choose to build or collaborate with professional PR teams to connect with bloggers. In contrast, bloggers themselves share merchant resources through group chats and other means. However, due to the lack of official guidance, there are widespread issues in the industry, such as violation of regulations due to excessive promotion or breaches of contracts either by businesses or bloggers, resulting in damages to both parties' interests. It is critical that these flaws be addressed and rectified immediately.
Based on this, in April 2023, the official launched the "Food Power Store" plan, which first introduced the "offline store" feature on the account home page to drive traffic for merchants. At the same time, the "Spotlight Plan" was introduced, starting with pilot cities such as Beijing, Shanghai, Guangzhou, and Shenzhen, providing users with a platform to accept orders. Merchants can provide transportation expenses or offer goods in exchange to bloggers, who can then publish their notes without worrying about violations or traffic restrictions.
In June of the same year, RED launched themed store-exploring activities such as "Cafe Tour," where users can purchase themed group-buying packages on the RED platform and gain official traffic boost by publishing notes. In July, RED officially launched the "Exploring 100 Stores" plan and simultaneously launched the Store-Exploring Cooperation Center, further facilitating cooperation between stores and influential bloggers. For every order, bloggers are able to view estimated commission income and sharing amount.
With multiple activities and traffic support, many bloggers began to notice the importance and standardization of RED's store-exploring business. Businesses also started to choose official channels for influencer collaborations. In the future, we believe that as the store-exploring model in major cities becomes successful, RED will gradually incorporate local lifestyle services into the platform. After completing the search and browsing seeding content, users will no longer need to exit RED and open other platforms to check prices. Group-buying packages and official accounts will be completely incorporated into the flow of RED notes. The standardized store-exploring business will attract more businesses to join and generate revenue through profit-sharing.
IV. Under the Acceleration of Commercialization, Can the Community Maintain Its Unique Character?
We believe that regardless of e-commerce or store-exploring, the acceleration of commercialization in RED will inevitably impact its community attributes and user experience. In this perspective, we believe that the following two points should be highlighted:
Firstly, optimizing algorithms to control the proportion of marketing content and Excellerate the viewing experience. Under the development of e-commerce, the proportion of live-streaming content will increase, and the proportion of live-streaming interfaces within the image-text content will directly affect the perceived experience of highly engaged users. The UI design and exit methods should be clear and smooth. In the offline store-exploring business, the division of store categories and targeted promotion needs to be considered to avoid mismatching users and note content, which can lead to a negative impact on user experience.
Secondly, protecting creators and providing traffic support. Based on the "PUGC + controlling traffic of top accounts", RED's rapid development in the early stage relied on image-text content as the main rival against short videos. Daily sharing can garner a certain amount of likes or even followers, which is the core driving force for middle-tier and micro-influencers to write notes in the initial stage. As the commercialization of store-exploring deepens, RED must connect more middle-tier and even long-tail influencers with businesses. This is key to maintaining the community's unique character and ensuring the stable and sustainable development of store-exploring content.
In summary, the commercialization of RED, which has experienced rapid growth, is an important battle that cannot be avoided. We are excited about RED's future growth and anticipate more surprises.
Website: https://www.moonfox.cn/
Contact number: 400-888-0936
View original content to obtain multimedia:https://www.prnewswire.com/news-releases/moonfox-data-image-text-content-hot-items-and-seeding-drive-the-rapid-growth-of-red-community-301981573.html
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World Diabetes Day is being marked on November 14 – this year also marks the centenary since scientists Sir Frederick Banting (a Canadian surgeon) and John Macleod (a Scottish professor of physiology and biochemistry) were jointly awarded the 1923 Nobel Prize in Physiology or Medicine “for the discovery of insulin”. A truly landmark accomplishment – just the year before, they had managed to successfully treat, for the first time, a 14-year-old boy with diabetes using insulin extracted from dogs. Thus, the treatment of diabetes mellitus was born.
Since this initial discovery of insulin, treatment of diabetes has come a long way. Today, there are many different formulations of insulin to choose from, allowing a more individualised approach. This apart from several medications available to treat patients with type 2 (non-insulin dependent) diabetes mellitus, that variously help stimulate the production and release of insulin from the pancreas, sensitise the body to insulin or increase the excretion of glucose in urine.
Nevertheless, current medications are all ineffective at actually slowing down progression of the disease. So, how could we achieve that?
We know that toxic clumps (or aggregates) of a protein called the islet amyloid polypeptide (IAPP) accumulate and destroy the insulin-producing β-cells in the pancreas. This process critically contributes to the development of diabetes. However, we still do not understand sufficiently well how the IAPP aggregates form, and why they are so damaging to the β-cells. Furthermore, can we stop the aggregates from forming in the first place, or at least can we neutralise their toxicity?
We know that toxic clumps (or aggregates) of a protein called the islet amyloid polypeptide (IAPP) accumulate and destroy the insulin-producing β-cells in the pancreas
These are questions we are currently trying to address and find answers to, in our research at the Dept. of Physiology and Biochemistry and Centre for Molecular Medicine of the University of Malta. We have been investigating how the IAPP aggregates harm intracellular organelles called mitochondria, in which chemical reactions occur to generate cellular energy (ATP) that is used to release insulin into the bloodstream.
We are also collaborating closely with the Max Planck Institute for Multidisciplinary Sciences in Göttingen, Germany, on trying to identify small molecules that can throw the spanner in the works, so to speak, of IAPP aggregation. We already have exciting data showing that it is indeed possible to interfere with IAPP aggregation and toxicity using specifically-designed compounds.
Ultimately, we hope that our mechanistic-based approach will translate into new effective medication that is able to slow down, or even perhaps halt altogether, progression of the disease.
That is in the future. Meanwhile, however, we should never forget prevention – more physical activity and a healthy balanced diet come at the top of the list – to disrupt the 21st century epidemic that is diabetes.
Neville Vassallo is an associate professor at the Department of Physiology and Biochemistry, University of Malta. Project ‘MITOLIPID’ is funded by the Research Excellence Programme of the Malta Council for Science and Technology.
Sound Bites
• Up to one in 20 new diabetes cases could be linked to COVID infection, data suggests. Canadian scientists have examined records from almost 630,000 people and found that those testing positive for COVID on PCR were significantly more likely to be diagnosed with type 1 or type 2 diabetes in the following weeks and months.
• Alzheimer’s disease is sometimes referred to as “type 3 diabetes”. Scientists have used cutting-edge microscopy techniques to obtain very high-resolution images of pathological clumps of IAPP protein, called fibrils. Amazingly, the structure of IAPP fibrils is very similar to that of fibrils in the brains of individuals with Alzheimer’s disease.
For more soundbites listen to Radio Mocha www.fb.com/RadioMochaMalta/.
DID YOU KNOW?
• The earliest historical notes on diabetes are those found in the ‘Ebers Papyrus’ from 1550 BC. They were authored by Hesy-Ra, one of the physicians in Ancient Egypt, who wrote about a disease with “too great emptying of the urine” – relating to the passage of large volumes of urine, a typical symptom of diabetes.
• The physician who added “mellitus” (Latin for sweet or honey) to the name of the disease was Thomas Willis (1621–1675), who took note of the sweet taste of urine from such patients.
• recent estimates put the number of cases of diabetes worldwide at 537 million, of which 90 per cent are type 2 diabetics. Numbers are expected to double to 1.3 billion by 2050.
• Type 2 diabetes is not known to spontaneously occur in rodents, like mice and rats. This is because of subtle changes in the structure of the IAPP protein.
For more trivia see: www.um.edu.mt/think.
- How well do test subjects remember words on a spoken list?
- How well do test subjects remember words in a song?
- Is there a significantly higher rate of retention when the words are sung?
People learn in many different ways. In almost all cultures and throughout history, people have used music and song as teaching and memory tools. The musical learning style is especially popular with young children. This project explores whether singing rather than simply speaking a set of information improves a person’s ability to retain it.
- A list of words, spoken and set to a well-known tune. An example follows, but you may have fun coming up with your own.
- Paper and pencil to record results.
- At least 40 test subjects.
SAMPLE SONG (sung to the tune of London Bridges): carrot, cabbage, Brussels sprout, artichoke, cucumber, parsnip, lettuce, lima bean, rutabaga.
- Divide your test subjects into two groups.
- With the first group, read the list of words out loud to the test subject using a normal speaking voice, then ask the subject to repeat back to you as many of the words as she can. Record the number of words remembered.
- With the second group, sing the list of words out loud to the test subject, then ask the subject to sing back to you as much of the song as she can. Record the number of words remembered.
- Analyze your results. Were the test subjects in the singing group more successful at remembering the words than those in the speaking group?
Terms/Concepts: musical learning style, retention
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