种草之上的新模式，让小红书买手跑了起来

Core Viewpoint - Xiaohongshu is actively enhancing its e-commerce business through various initiatives, including the "Million Commission-Free Plan" and the introduction of new commercial tools and cash subsidies for creators, signaling a shift towards a "buyer era" in its community-driven platform [2][3]. Group 1: E-commerce Developments - Xiaohongshu has transformed its e-commerce section "Market" into a primary entry point within the app, indicating a strategic focus on e-commerce growth [2]. - The platform reported over 1.5 million commercial creators, with a year-on-year growth rate of 61%, and a significant increase in live-streaming buyers and sales [3]. - The number of new merchants on Xiaohongshu has surged by 8.1 times in the past year, with a 3.3 times increase in merchants achieving over 100 million in sales [6]. Group 2: Supply and Demand Dynamics - Xiaohongshu's unique supply structure allows for better discovery of quality products, as evidenced by successful case studies where specific posts led to significant sales increases for brands [6][11]. - The platform's buyer model, which integrates deep user engagement, allows creators to recommend products with a high degree of accuracy and trust [7]. - The community's demand is driven by real-life experiences and interactions, leading to a more engaged and motivated consumer base [14][19]. Group 3: New Relationships and Roles - Creators on Xiaohongshu are referred to as "buyers" rather than traditional influencers, emphasizing their role in curating and building trust with their audience [21]. - The platform has introduced new features to enhance the buyer's ability to showcase products, allowing for a more personalized shopping experience [25]. - Xiaohongshu's approach fosters long-term relationships between creators and their audience, moving away from short-term sales tactics to a model based on trust and community engagement [23][26].