小红书想通了 允许直接跳转到淘宝天猫

Core Insights - The "Red Cat Plan" was announced by Xiaohongshu and Taobao Tmall, allowing Xiaohongshu to place advertising links in new posts that directly redirect to Taobao Tmall stores/products, marking a strategic collaboration between the two platforms [2][3] - Xiaohongshu has shifted its strategy from a closed e-commerce model to an open platform approach, indicating a significant change in its operational strategy [4][5] - The plan aims to enhance the efficiency of consumer flow from discovery to purchase, with a focus on data sharing between Xiaohongshu and Taobao Tmall to measure the impact of posts on sales [3][5] Group 1: Strategic Collaboration - The "Red Cat Plan" allows for a seamless connection between Xiaohongshu and Taobao Tmall, enabling merchants to track consumer behavior from interest to purchase [3][5] - This collaboration is seen as a response to merchant feedback regarding the need for improved efficiency and measurable advertising effectiveness [3][6] Group 2: Historical Context - Xiaohongshu has undergone multiple strategic shifts over the past decade, including a transition from self-operated cross-border e-commerce to an open platform for third-party merchants [4][5] - The previous strategy involved cutting off external links to promote a closed e-commerce ecosystem, which has now been reversed with the "Red Cat Plan" [4][5] Group 3: Implementation Details - The "Red Cat Plan" is currently limited to specific categories such as fast-moving consumer goods, outdoor sports, and health products, with certain restrictions on other categories [5][6] - There are specific requirements for merchants to participate, including a minimum store age and performance metrics, which may limit participation to larger brands [6]