小红书：每日人均打开16次，月均2亿用户寻求购买建议

Core Insights - Xiaohongshu held the 2026 WILL Business Conference, revealing that users open the app an average of 16 times daily, sharing content across over 2,500 interests, with more than 9 million notes published and 70 million comments generated each day. Approximately 200 million users seek purchasing advice on the platform monthly [1][4]. Group 1: User Engagement and Content Creation - Xiaohongshu's user engagement is significant, with daily app openings averaging 16 times per user and over 9 million notes published daily [1][4]. - The platform generates around 70 million comments each day, indicating high user interaction and content engagement [1][4]. - Monthly, about 200 million users utilize Xiaohongshu for purchasing advice, showcasing its role as a key player in consumer decision-making [1][4]. Group 2: Understanding User Needs - Xiaohongshu's CMO emphasized a shift in the commercial framework towards understanding "specific individuals," which enhances business opportunities by addressing real user needs [2][5]. - The platform has expanded its understanding of users beyond product mentions to include emotional and aesthetic dimensions, allowing for a more nuanced approach to marketing [2][5]. - A systematic study of user emotions identified 95 common human emotions, with love, happiness, and stress being the most frequently expressed by users [2][5]. Group 3: Business Strategies and Innovations - Xiaohongshu has introduced "direct seeding" strategies to streamline the purchasing process for users, significantly increasing the number of businesses utilizing this approach during major sales events [3][6]. - Data from the Double 11 shopping festival showed a 109% increase in the number of businesses using direct seeding compared to the 618 shopping festival [3][6]. - The platform has partnered with over 2,100 brands to leverage first-party data, assisting businesses in addressing critical operational questions [3][6].