小红书运营：小红书：如何打造“春上新”优质直播间

Group 1 - The report focuses on the "Spring New" campaign by Xiaohongshu, providing operational guidelines on traffic logic, live streaming optimization, and store broadcasting strategies [1][2] - Users can access live streaming through six main entry points, and the conversion rates at each stage from exposure to transaction need to be monitored for optimization [1][2] - Key metrics include exposure-to-viewing rate below 30%, viewing-to-product exposure rate below 75%, product exposure-to-click rate below 30%, and click-to-transaction rate below 10% [1][2] Group 2 - Live streaming optimization strategies include using a 3:4 vertical lifestyle cover image to enhance click-through rates, improving the atmosphere with bright lighting and suitable hosts, and employing interactive speech to boost engagement [1][2] - The report outlines a phased approach for the "Spring New" campaign, starting from March 1 for product testing to a peak period on March 22, integrating content seeding and live conversion [2][5] - Merchants are encouraged to prepare product stock around five major styles and utilize various incentives like "store broadcasting ranking competitions" to drive traffic and sales [2][5]