站在2025年底，小红书商业正跨过一个新门槛

Core Insights - Xiaohongshu has achieved significant commercial milestones, with a recent live stream generating a GMV of 1.5 billion, doubling its previous performance and setting a new benchmark for buyers [1] - The company is undergoing a transformation in its business strategy, moving from a cautious approach to a more aggressive commercialization model [3] Group 1: Commercial Strategies - Xiaohongshu has launched the "Red Cat Plan" in collaboration with Alibaba, allowing users to seamlessly transition from product discovery to purchase on Tmall, while also enabling merchants to track data from interest to transaction [4] - Following the "Red Cat Plan," Xiaohongshu introduced the "Red Jing Plan" with JD.com, indicating a broader strategy to partner with multiple platforms for direct product promotion [4] - The introduction of the "Market" feature in August, prominently placed on the app's homepage, signals Xiaohongshu's commitment to enhancing its closed-loop e-commerce capabilities [12] Group 2: User Engagement and Data Insights - Xiaohongshu users exhibit high purchasing intent, with 120 million daily screenshots of notes and over 6 million requests for links in comments, highlighting the platform's unique position in the social media landscape [8] - The "Direct Promotion" feature has led to over 100 products achieving sales exceeding 10 million during the Double 11 shopping festival, demonstrating the effectiveness of Xiaohongshu's commercial strategies [10] - The platform's data openness allows businesses to track the entire user journey from content exposure to interaction and conversion, facilitating user growth and engagement [16] Group 3: Market Adaptation and Future Directions - Xiaohongshu is evolving its marketing approach to emphasize measurable outcomes, responding to businesses' demands for clear results rather than vague metrics like brand exposure [13] - The company is addressing the challenge of balancing open collaboration with maintaining its own e-commerce business, as external partnerships could potentially impact its closed-loop sales [10][12] - As the market landscape changes, Xiaohongshu aims to build a native commercial system that serves various industries, moving beyond traditional advertising and e-commerce [20]