对淘天、京东开放外链后，小红书电商还有戏吗？

Group 1 - The core point of the article is that Xiaohongshu has made a significant shift in its commercialization strategy by opening up to major e-commerce platforms like Taobao and JD.com, marking a departure from its previous cautious stance on external links [1][4][5] - On May 7, Xiaohongshu announced a partnership with Taotian to launch the "Red Cat Plan," allowing users to link directly to Taobao product pages from their notes, with Taotian funding promotional efforts for these notes [2][6] - Following this, on May 12, JD.com confirmed a similar collaboration with Xiaohongshu, enabling product links within Xiaohongshu to redirect to JD.com pages, indicating a broader trend of e-commerce platforms seeking growth through external partnerships [2][6] Group 2 - This deep collaboration signifies a substantial change in Xiaohongshu's approach to commercialization, as it has historically been cautious about external e-commerce links [4][5][6] - Xiaohongshu's user base of 300 million monthly active users is now accessible to Taobao and JD.com, establishing a significant alliance that could enhance advertising monetization efficiency, albeit potentially delaying the development of its own e-commerce ecosystem [6][20] - The article raises concerns about Xiaohongshu's long-term e-commerce goals, questioning whether the platform is prioritizing external partnerships over building its own commercial ecosystem [6][20][21] Group 3 - Xiaohongshu's previous attempts to establish a self-contained e-commerce model have faced challenges, including the closure of various self-operated projects and a shift towards a "lifestyle e-commerce" strategy to differentiate itself in a competitive market [21][23][24] - The platform's current strategy emphasizes supporting small and medium brands that align with its community values, focusing on quality over price, which has slowed its e-commerce growth compared to larger competitors [23][24] - The opening of external links may introduce new challenges, as Xiaohongshu's products will now compete directly with those on Taobao, potentially undermining its own e-commerce competitiveness [25][26] Group 4 - The collaboration with Taotian and JD.com is seen as a pragmatic response to the pressures of monetization, as Xiaohongshu's advertising revenue, which constitutes 70%-80% of its income, is facing growth challenges [13][14][19] - The article highlights the importance of data sharing between Xiaohongshu and its partners, which could enhance the quantification of advertising effectiveness and encourage brands to increase their advertising budgets on the platform [18][19] - Despite the potential benefits of this openness, there are concerns that it may conflict with Xiaohongshu's goal of creating a closed-loop e-commerce system, leading to a dilemma in balancing external partnerships with internal growth [20][29]