站在2025年底，小红书商业正跨过一个新门槛

Core Insights - The article discusses the significant commercial developments of Xiaohongshu (Little Red Book) in 2023, highlighting its ambition to evolve its business model and adapt to market changes [5][18]. Group 1: Commercial Actions - Xiaohongshu has shifted from a restrained approach to commercialization, exemplified by its collaboration with Alibaba on the "Red Cat Plan," which allows direct links from advertising notes to Tmall, enhancing user experience and data tracking [7][14]. - The launch of the "Market" feature in August 2023 signifies Xiaohongshu's commitment to closed-loop e-commerce, providing a stable operating environment for merchants and facilitating user transactions [16][17]. - The establishment of a large commercial division within Xiaohongshu aims to enhance synergy between advertising and e-commerce, reflecting the growing overlap of these business areas [17]. Group 2: User Engagement and Data Insights - Xiaohongshu users exhibit high purchasing intent, with 120 million daily screenshot actions and over 6 million requests for links in comments, indicating a strong demand for product information [12]. - The "Red Cat Plan" has led to over 100 products achieving sales exceeding 10 million during the Double 11 shopping festival, demonstrating the effectiveness of the new commercial strategies [14][24]. - The platform's data openness allows businesses to track the entire user journey from content exposure to conversion, enabling better understanding of consumer behavior and optimizing marketing strategies [22][24]. Group 3: Market Adaptation and Future Directions - Xiaohongshu's evolution reflects a shift from merely facilitating brand exposure to delivering measurable business results, as companies increasingly demand clear outcomes from their marketing investments [21][28]. - The platform is positioned to address the challenges of a tightening budget environment by providing businesses with reliable metrics for growth and customer acquisition [28][29]. - The future of Xiaohongshu's commercialization lies in its ability to create a native business system that serves various industries, moving beyond traditional advertising and e-commerce [29][30].