Group 1 - The core issue in brand marketing is the difficulty in connecting data and conversion, leading to challenges in creating a clear strategic picture for companies [1] - Xiaohongshu announced the opening of its Lingxi platform and the launch of the "Grass Direct" feature, which allows users to jump from content to external transaction platforms, enhancing product sales [1][3] - The Lingxi platform provides comprehensive insights across various dimensions, enabling brands to connect the dots from product selection to conversion and data review [1][2] Group 2 - The Lingxi platform covers over 210,000 SPUs, 1.3 billion attribute words, and 7,500 emotional words, providing brands with unprecedented predictive capabilities [2] - The introduction of the SPU potential list helps brands quickly identify high-potential products with strong user interest and purchasing intent [2] - The marketing landscape is shifting from a "finite game" to an "infinite game," where user behavior across platforms complicates effective content conversion [2] Group 3 - The "Grass Direct" feature enhances the conversion chain by allowing seamless transitions from content to transactions, improving brand visibility and user behavior recognition [3] - A case study of Fulejia shows that using both "Grass" and "Grass Direct" features led to over 10 million in business increments and a 28% improvement in ROI compared to traditional methods [3] - The feature strengthens the community's authenticity by integrating quality content with timely purchase links, fostering user trust [3] Group 4 - The Lingxi platform allows brands to trace user paths and motivations, identifying key drop-off points in the purchasing process to enhance conversion rates [4] - Companies can create a self-driven growth cycle by forming a loop of "insight-grass-conversion-optimization," leading to more precise targeting and efficient spending [4] - Xiaohongshu is establishing a new competitive landscape by transforming authentic content into business growth, emphasizing the importance of converting traffic into assets [4]
小红书“灵犀+种草直达”:解锁品牌自驱增长新路径
Sou Hu Cai Jing·2025-08-13 13:38