Nan Fang Du Shi Bao·2025-05-07 11:40Core Insights - The collaboration between Taobao Tmall and Xiaohongshu aims to enhance the entire consumer journey from product discovery to purchase through the "Red Cat Plan" [2][7] - The partnership will leverage data integration and advertising features to improve marketing effectiveness for brands [7][5] Group 1: Strategic Collaboration - Taobao Tmall and Xiaohongshu signed a strategic cooperation agreement to create the "Red Cat Plan," focusing on integrating their platforms for better business growth [2] - The collaboration includes the establishment of a three-party account system for brand merchants to track the entire consumer journey from discovery to order [7][5] Group 2: Marketing and Advertising Innovations - A new feature called "advertising link" will be added below notes, allowing brands to directly drive traffic to their Taobao Tmall stores [2][7] - The "Red Cat Plan" introduces a new product called "Direct Grass," enabling consumers to click links in notes to access Taobao Tmall products directly [7] Group 3: Performance Metrics and Growth - The "Little Red Star" initiative has shown significant growth, with a 20% increase in click-through rates and a 109% increase in interaction rates for Taobao Tmall brand merchants on Xiaohongshu [4] - The number of daily participating merchants in joint advertising campaigns has increased by 335%, with notable growth in the sports and beauty sectors [4][5]