2 1 Shi Ji Jing Ji Bao Dao·2025-05-29 11:00Group 1 - The new collaboration between JD.com and Xiaohongshu, named "Hongjing Plan," allows users to directly purchase products from JD.com through links in Xiaohongshu posts, enhancing the shopping experience [1] - The previous collaboration, "Xiaohong Alliance," focused on marketing data integration, while the "Hongjing Plan" emphasizes a seamless transition from product discovery to purchase, potentially increasing conversion rates [1] - The average conversion rate for users clicking into stores increased by 45% and adding items to the cart improved by 28% under the "Xiaohong Alliance" model, indicating a strong foundation for the new plan [1] Group 2 - JD.com aims to enhance its marketing value by collaborating with various platforms like Xiaohongshu, Douyin, and Bilibili, indicating a strategic shift towards a comprehensive operational model by 2025 [2] - Xiaohongshu's strategy of enabling direct links to e-commerce platforms suggests a focus on monetization efficiency over a closed-loop ecosystem, leveraging its core strength in product discovery [2] - The partnership redefines the roles within the industry, positioning Xiaohongshu as a "consumer decision entry point" rather than a transaction terminal, while JD.com and other e-commerce platforms gain access to more precise traffic and effective growth tools for merchants [2]