小红书举办 2026 年 WILL 商业大会，提出种草进入效果化时代

Core Insights - The 2026 WILL Business Conference held by Xiaohongshu focused on the theme of "Grass Planting, Entering the Effectiveness Era," showcasing the platform's latest advancements in effective grass planting [1] Group 1: User Engagement and Community Insights - Xiaohongshu's CMO emphasized the importance of "seeing specific people," highlighting the platform's vibrant community where users share genuine life experiences [2] - Current data shows that Xiaohongshu users open the app an average of 16 times daily, sharing over 9 million notes and generating more than 70 million comments each day [6] - Approximately 200 million users seek purchasing advice on Xiaohongshu each month, indicating a strong foundation for understanding user needs [6] Group 2: Understanding User Emotions and Aesthetics - Xiaohongshu is expanding its understanding of "people" beyond products to include emotional and aesthetic dimensions, conducting research on 95 common human emotions [7] - The most frequently expressed emotions among users are love, happiness, and stress, reflecting a desire for joy and connection despite life's uncertainties [7] - Collaborations with trend forecasting agencies have helped Xiaohongshu analyze aesthetic structures across various dimensions, enhancing user understanding [7] Group 3: Business Model Evolution - The concept of "effective grass planting" is not just about advertising upgrades but also about evolving business practices [9] - Xiaohongshu has implemented "grass planting direct" strategies, which have seen a 109% increase in the number of merchants using these methods during the Double 11 shopping festival compared to the 618 festival [10] - The platform has partnered with over 2,100 brands to address key business challenges and understand user decision-making paths [10] Group 4: Case Studies and Practical Applications - A case study on Huawei's FreeClip 2 earphones illustrates how understanding user creativity led to repositioning the product as a "co-creative fashion item," resulting in over 80,000 units sold in the first hour [11] - Xiaohongshu's approach emphasizes engaging users in the product development process, fostering a sense of community and shared experience [11] Group 5: Marketing and Trend Development - Xiaohongshu's marketing strategies are rooted in authentic user experiences, with initiatives like the "Night Festival" emerging from insights about nighttime content engagement [17] - Over 600 brands have collaborated with Xiaohongshu's marketing IPs, indicating a growing trend of brands connecting deeply with users through authentic narratives [17] Group 6: Academic Perspectives on Grass Planting - An economist highlighted that grass planting is not merely about selling products but about building a "success probability system" for businesses [19] - The example of Bobbi Brown's orange cream illustrates how understanding user feedback can lead to successful product repositioning, enhancing sales and market fit [22]