为了做好双十一大促，小红书向竞品“求支招”

Core Insights - The article discusses the challenges faced by Xiaohongshu (Little Red Book) in competing with major e-commerce platforms during the Double Eleven shopping festival, highlighting its marketing efforts and performance metrics [1][3][6] Group 1: Marketing Strategies - Xiaohongshu has reportedly engaged in a unique marketing campaign by seeking advice from competitors like Alibaba and Douyin for the Double Eleven event, indicating a proactive approach to improve its visibility [1][3] - The marketing materials used by Xiaohongshu express a sense of urgency and desperation, suggesting that the platform is struggling to gain traction in the competitive landscape [1][3] Group 2: Performance Metrics - Xiaohongshu reported a 200% year-on-year increase in the number of merchants achieving over 10 million in sales during the first week of Double Eleven, and a 250% increase in sales for buyers [3][4] - In contrast, major platforms like Tmall and Douyin reported significantly higher performance metrics, with Tmall having 35 brands surpassing 100 million in sales within the first hour of the event, and Douyin showing an 800% increase in brands achieving over 100 million in sales [3][4] Group 3: Competitive Landscape - Xiaohongshu's current performance is notably behind that of established platforms like Tmall and JD.com, which have developed robust user engagement strategies and loyalty programs over the years [6][8] - The article emphasizes that Xiaohongshu lacks the foundational infrastructure and user base segmentation that competitors have, which limits its effectiveness during major sales events [6][8] Group 4: Challenges and Limitations - The article points out that despite Xiaohongshu's efforts to enhance its e-commerce capabilities, it still faces challenges in balancing content and commercialization, which affects its marketing effectiveness [10][12] - The platform's focus on non-standard products may limit its ability to compete on price, as it tends to favor mid-tier buyers who may lack bargaining power in the supply chain [10][12]