小红书将电商扶上首页C位，要“种草”也要“收成”？

Core Insights - Xiaohongshu is accelerating its e-commerce initiatives, making e-commerce a primary entry point within its app, reflecting a significant shift in its business strategy [1][2][4] - The platform aims to attract more merchants with initiatives like the "Million Commission Waiver Plan," which waives commissions for the first 1 million in transaction volume [1][11] E-commerce Strategy - Xiaohongshu has established a clear e-commerce identity focused on lifestyle products, emphasizing young consumers and operational excellence rather than low prices [1][4][6] - The platform's user base is predominantly young, with 50% of its 350 million monthly active users being born after 1995, indicating a strong purchasing power among this demographic [2][4] Merchant Dynamics - The seller demographic on Xiaohongshu is also young, with 50% of individual store owners being born after 1995, and many are first-time entrepreneurs [6][10] - The competition among merchants has intensified, with many reporting a decline in free traffic availability, making it harder to gain visibility without paid promotions [11][12] Market Performance - Xiaohongshu's e-commerce ecosystem is maturing, with significant growth in the number of new merchants, which increased by 8.1 times year-over-year [11][12] - The platform has reported substantial revenue growth, with a 2023 revenue increase of 85% to $3.7 billion and a net profit of $500 million [14][15] Investment and Valuation - Xiaohongshu's latest valuation has reached $26 billion, reflecting a 50% increase from the previous year's valuation of $17 billion [14][15] - The company has attracted notable venture capital investments, including from DST Global and Sequoia China, indicating strong investor confidence [15]