Hua Xia Shi Bao·2025-05-20 14:39Core Insights - The article highlights a strategic shift for Xiaohongshu (Little Red Book) as it moves from a self-contained e-commerce model to collaborating with major platforms like Taobao and JD.com, indicating a trend of "breaking down walls" among leading e-commerce platforms in response to declining traffic growth [2][3][6]. E-commerce Ecosystem Opening Up - Major platforms such as Taobao and JD.com have begun pre-promotions for the upcoming "618" shopping festival, while Xiaohongshu has remained relatively quiet, not announcing any related activities [3]. - Xiaohongshu has confirmed a strategic partnership with Taobao and is reportedly in talks with JD.com, which reflects a significant change in its approach to e-commerce [3][4]. - The "Red Cat Plan" between Taobao and Xiaohongshu aims to enhance advertising effectiveness by allowing direct links from Xiaohongshu content to Taobao, thus improving the conversion process from content to purchase [3][4]. Collaboration Dynamics - The collaboration with JD.com is expected to follow a similar model to that with Taobao, embedding "advertising links" in Xiaohongshu posts that direct users to JD.com for purchases [4]. - This partnership is seen as mutually beneficial, allowing Xiaohongshu to complement JD.com's strengths in categories like electronics and home appliances, while also easing operational complexities for brands [5]. E-commerce Strategy Evolution - Xiaohongshu's approach to e-commerce has been inconsistent over the past few years, having previously cut off external links to Taobao in 2021 to promote its own e-commerce ecosystem [6]. - The platform has since softened its stance, collaborating with multiple e-commerce platforms to enhance data sharing and reduce reliance on a single platform [6][7]. - Despite the shift towards collaboration, Xiaohongshu continues to focus on its identity as a lifestyle e-commerce platform, emphasizing its unique operational model and product selection [8].