Xin Lang Ke Ji·2025-05-29 07:15Core Insights - JD.com and Xiaohongshu have upgraded their strategic partnership by launching the "Red Jing Plan," aimed at providing new growth paths for brands and merchants ahead of the 618 shopping festival [1][2] - The collaboration allows all brands on JD.com to utilize Xiaohongshu's "direct planting" feature, enabling users to click on ads that link directly to the JD app for seamless transaction conversion [1][2] Summary by Sections Partnership Details - The "Red Jing Plan" integrates Xiaohongshu's content ecosystem with JD.com's transaction ecosystem, creating a closed loop from content planting to advertising linkage to immediate conversion [2] - The advertising model under the "Red Jing Plan" supports both Xiaohongshu and JD.com ordering, catering to diverse merchant needs [2] Performance Metrics - The previous "Xiaohong Alliance" model demonstrated significant effectiveness, with an average conversion rate increase of 45% for products viewed on Xiaohongshu and a 28% increase in add-to-cart conversion rates [1] - This model provides a comprehensive attribution for planting effects, offering strategic guidance for precise secondary marketing on JD.com, thereby enhancing transaction conversion rates [1] Future Outlook - JD.com plans to further enhance its marketing value by collaborating with various internet platforms, including Xiaohongshu, Douyin, and Bilibili, through a 1+X operational strategy by 2025 [2]