小红书继“红猫计划”“红京计划”后，再官宣“红美计划”，卖流量是门好生意？

Core Insights - Xiaohongshu has officially announced a strategic partnership with Meituan, launching the "Hongmei Plan," which initially focuses on Meituan's medicine delivery service, marking a significant expansion into instant retail [10][11][12] - This collaboration follows previous initiatives with Taobao Tmall and JD.com, showcasing Xiaohongshu's ongoing efforts to monetize its traffic through various e-commerce platforms [1][6][17] Group 1: Hongmei Plan Overview - The Hongmei Plan aims to integrate content-driven marketing with instant retail, leveraging Xiaohongshu's content ecosystem to meet immediate consumer needs [10][11] - Users can seamlessly transition from discovering health-related content on Xiaohongshu to purchasing products on Meituan, addressing urgent consumer demands effectively [11][12] - Initial data indicates that brands participating in the Hongmei Plan have seen an average search volume increase of 42% on Xiaohongshu, with order costs dropping over 33% compared to industry averages [11][12] Group 2: Previous Initiatives - The "Hongmao Plan" with Taobao Tmall was launched in May 2025, focusing on reducing cross-platform traffic loss and enhancing marketing conversion paths for brands [3][4] - The "Hongjing Plan" with JD.com followed in June 2025, further refining Xiaohongshu's traffic monetization strategy by allowing direct product links in user-generated content [6][8] - Both previous plans have demonstrated significant improvements in sales metrics for participating brands, validating the effectiveness of Xiaohongshu's integrated marketing approach [4][8] Group 3: Business Model and Strategy - Xiaohongshu's business model revolves around transforming its content ecosystem into a sustainable revenue source by creating a closed-loop system of "content seeding - conversion - data" [14][15] - The platform's strategy minimizes capital investment in logistics and supply chain management, focusing instead on providing traffic and data services to partners [15][12] - The ongoing partnerships with major e-commerce platforms allow Xiaohongshu to diversify its revenue streams and mitigate risks associated with reliance on a single platform [15][16] Group 4: Challenges and Future Outlook - Despite the successful implementation of these plans, Xiaohongshu faces challenges such as dependency on partner platforms for transaction control and increasing competition from other content platforms [16][18] - The platform must maintain a balance between commercial value and user experience to ensure the sustainability of its community-driven content ecosystem [16][18] - Future expansions of the Hongmei Plan into other instant retail categories could further enhance Xiaohongshu's market presence and revenue potential [13][18]