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Core Insights - The report titled "2025 Xiaohongshu Grass-Planting Marketing Manual" provides an in-depth understanding of the core logic, underlying principles, and practical pathways of grass-planting marketing, emphasizing a user-centric approach rather than a purely marketing-driven one [1][6] - The manual outlines the essential steps of grass-planting, which include capturing consumer trends, understanding underlying motivations, amplifying reach, and stimulating user engagement [1][12] Group 1: Understanding Grass-Planting - Grass-planting is defined as genuinely helping users find solutions for their desired lifestyles, moving away from traditional marketing tactics [8][10] - The manual highlights an irreversible trend where consumer awareness and the relationship between users and companies are evolving towards equality [11] - Companies that succeed in grass-planting focus on understanding real user needs and creating meaningful connections, as demonstrated by case studies like Babycare and Afu [10][11] Group 2: Core Principles of Grass-Planting - The four key steps in the grass-planting process are: 1. Capture: Identifying the starting point of consumer trends through observation of popular products and user behavior [15][16] 2. Understand: Analyzing the deeper reasons behind user engagement and desires [23] 3. Amplify: Using a "reverse funnel" approach to expand from core users to broader audiences [15] 4. Stimulate: Encouraging users to transition from passive consumers to active co-creators through various motivations [15][16] Group 3: Implementing Grass-Planting in Organizations - Companies are encouraged to establish a grass-planting organization that fosters an experience management cycle, breaking down departmental barriers to enhance collaboration [1][12] - The selection of employees with both empathy and analytical skills is crucial for driving user experience and value [1][12] - The manual provides actionable insights through case studies of companies like Babycare and Yaozhidao, showcasing successful product innovation and user engagement strategies [1][12]