流量与商业的洪流之下，小红书正经历一场前所未有的生态考验。 1月19日，小红书社区公约2.0正式上线。这款覆盖超3.5亿月活用户的平台，明确提出"反对制造对立"等25条新倡导。 这不是小红书第一次试图规范社区生态。从2019年KOL"大清洗"，到2021年系统性的社区公约1.0，再到如今倡导价值的2.0，小红书正面临着社区初心与 商业扩张间日益明显的拉扯。 经过这些年的发展，小红书从一个专为海淘爱好者分享购物清单的PDF文档，成长为日均发布900万篇笔记的内容社区，拥有2500个活跃圈层。 平台快速发展的背后，炫富、虚假种草、拉踩引战、AI虚构内容……乱象丛生不断消耗着小红书最宝贵的资产——真诚分享、友好互动的社区氛围。 本质上，是平台的商业属性与社区属性发生了冲突。一方面，繁荣的生态与活跃的交易是增长的引擎；另一方面，失控的内容与对立的氛围又在侵蚀增长 的根基。 治理从一个可选项变成了必选项。社区是小红书一切价值的土壤，治理是维护其核心资产的必然，但如何管则是一场高难度的平衡术。 这场关于"管与放"的探索，是所有内容社区都会面临的命题：当商业与社区形成深度绑定，如何通过治理守住核心资产，在约束乱象与激活生态 ...

Core Insights - The article discusses the shift in user growth strategies from algorithm-driven methods to understanding user psychology and needs in a saturated market [2][4] - Companies are now focusing on "demand sources" to find new growth opportunities rather than competing for existing users [5][10] - The concept of "effectiveness of planting grass" is introduced, emphasizing the need for businesses to understand user motivations and behaviors to drive growth [11][14] Group 1: Shifting Growth Strategies - Companies are facing challenges in user growth as traditional methods become less effective in a saturated market [2][5] - The focus is shifting from merely acquiring users to understanding their underlying needs and motivations [7][10] - The "effectiveness of planting grass" framework aims to make user needs visible and actionable, allowing companies to identify which content drives real conversions [4][11] Group 2: Demand Source Exploration - Major internet companies have reached a stage where most potential users are already aware of their apps, making it difficult to activate new users through traditional incentives [5][9] - Companies like Airbnb have discovered that many users have interests beyond the obvious, such as attending concerts, which opens up new growth avenues [7][10] - By embedding their products into users' decision-making processes, companies can create new growth opportunities in saturated markets [8][10] Group 3: User-Centric Approach - The article highlights the importance of moving away from supply-driven growth strategies to a user-centric approach that considers user behavior and motivations [9][12] - Companies like 1688 have successfully identified new demand hotspots by analyzing user interests and behaviors, leading to significant growth in specific categories [9][10] - This shift has resulted in increased customer lifetime value (LTV) and return on investment (ROI) for companies that adapt to user needs [10][11] Group 4: Building Trust and Engagement - Traditional growth models often rely on financial incentives, which can lead to decreased user loyalty and engagement [12][13] - Companies are now focusing on building trust and relationships with users through authentic content and community engagement [13][14] - The new growth logic emphasizes that relationships should precede transactions, fostering a more sustainable growth model [12][13] Group 5: Data-Driven Insights - The integration of AI and data analytics is enabling companies to better understand user preferences and behaviors, leading to more effective marketing strategies [14][16] - By leveraging one-way data, brands can gain insights into user interests and tailor their offerings accordingly, enhancing growth potential [16] - The "effectiveness of planting grass" system allows for a comprehensive understanding of user journeys, ensuring that every step in the growth process is data-driven [16]

Core Insights - The article emphasizes the shift from an "experience era" to a "probability era" in business decision-making, driven by data analytics [2][3] - Companies like Luckin Coffee and Huawei are leveraging data to enhance product development and marketing strategies, leading to successful product launches [6][8] Group 1: Data-Driven Decision Making - Luckin Coffee utilizes a data-driven R&D system to predict the success of new products based on nationwide order data, resulting in the launch of a new product every three days [2] - The concept of "probability" in decision-making is highlighted, indicating that businesses must rely on real-time user feedback rather than past experiences to understand current consumer needs [3] Group 2: Marketing and Consumer Insights - The "grass-planting" strategy has evolved into a comprehensive brand management topic, where data drives understanding of consumer preferences at every stage of product and content development [5] - Companies are increasingly focusing on emotional insights derived from user-generated content (UGC) to better understand consumer motivations and enhance product design [8] Group 3: Regional and Demographic Targeting - Brands like Kelong are employing regional segmentation in their marketing strategies, tailoring messages to specific user demographics based on their unique preferences and usage scenarios [12][10] - The use of platforms like Xiaohongshu's "Lingxi System" allows brands to gain deeper insights into consumer behavior, enhancing the effectiveness of targeted marketing campaigns [13] Group 4: Channel Strategy and Optimization - The case of "Yike Da" illustrates how a brand can successfully penetrate high-end markets by understanding its target audience and leveraging data for effective channel negotiations [16][18] - The integration of online and offline data creates a feedback loop that enhances channel operations and marketing strategies, leading to improved sales performance [20][21] Group 5: Future Implications - The article concludes that brands that master data-driven strategies will not only succeed on platforms like Xiaohongshu but will also enhance their overall business performance across various channels [22][23]

Core Insights - Companies are increasingly obsessed with benchmarking and best practices, driven by a collective desire to "avoid detours" in their operations [1] - Xiaohongshu's proposition of "grass planting entering the effect-oriented era" signifies a clear departure from traditional performance advertising models [1][2] Group 1: Effectiveness of "Grass Planting" - The definition of "effectiveness" varies widely among companies based on their stage, size, and industry, leading to diverse interpretations [2] - Xiaohongshu's "grass planting effectiveness" emphasizes the need for companies to adapt their strategies to their unique operational challenges rather than chasing standardized answers [2][3] Group 2: Customized Growth Models - Companies are encouraged to build their growth models using Xiaohongshu's various capabilities and tools, akin to assembling Lego blocks [3] - The consumer's needs are becoming more fragmented, necessitating a shift in marketing strategies to be more aligned with real human experiences [3][5] Group 3: Diverse Paths to Growth - Xiaohongshu's ecosystem offers multiple pathways for growth, including "direct grass planting, in-platform transactions, lead generation, and user growth," tailored to different industries and stages of development [5] - The pursuit of "effectiveness" is no longer uniform; companies are adopting varied strategies based on their specific goals and challenges [5][10] Group 4: Understanding Consumers - Xiaohongshu has developed a comprehensive system to understand consumers beyond basic demographic labels, focusing on scenarios, emotions, aesthetics, and social networks [5][12] - The platform's insights allow companies to match products with consumer needs more accurately, moving beyond traditional segmentation methods [12][14] Group 5: Case Studies - Companies like Kelon and Hisense illustrate the importance of localized strategies and targeted content to address specific consumer needs and market challenges [6][7] - Hisense's focus on the gaming community led to significant sales growth, demonstrating the effectiveness of tailored marketing strategies [7][9] Group 6: Long-term Relationships - Successful companies prioritize building long-term relationships with consumers by deeply understanding their needs and preferences [10][15] - Xiaohongshu's approach emphasizes the importance of loving specific consumers, which is fundamental to achieving effectiveness in marketing [10][15]

Core Viewpoint - The article emphasizes the necessity of integrating marketing into the operational chain of businesses, highlighting "effectiveness of grass planting" as a strategic choice for companies to enhance their commercial value and operational efficiency [4][5]. Group 1: Effectiveness of Grass Planting - Over the past four years, the narrative around Xiaohongshu's commercialization has evolved, with "product grass planting" emerging as a key marketing strategy, indicating that "everything can be grass planted" [9][10]. - Xiaohongshu aims to measure the effectiveness of grass planting through data feedback and tools, establishing a clear connection between grass planting and business operations [10][12]. - The concept of "effectiveness of grass planting" signifies that marketing is no longer an isolated action but is closely tied to the entire business operation chain, focusing on user needs and product development [10][14]. Group 2: Understanding Specific Users - Xiaohongshu's unique asset lies in its community of real and specific users, which enhances user-generated content (UGC) and fosters connections between people and products [16][17]. - The platform has identified over 2,500 interest tags, indicating a deep understanding of user needs, which has shifted from traditional "scenes" to "situations," encompassing emotional and relational aspects [18][19]. - The article highlights the importance of capturing emotional value in marketing, as brands face challenges in addressing the emotional needs of consumers [19][20]. Group 3: Strategic Implications for Businesses - The effectiveness of grass planting is reshaping marketing strategies, encouraging businesses to nurture target audiences before product launches, leading to natural conversion during product introduction [23][24]. - Companies are redefining their understanding of costs and assets, recognizing that effective content can create reusable and cyclical assets that contribute to long-term growth [24][25]. - The influence of grass planting extends to organizational structures, with some companies establishing dedicated teams to enhance user lifetime value, indicating a shift towards a grass planting-oriented organization [26][27].

Core Insights - The article discusses the shift in business strategies from chasing short-term traffic to nurturing long-term user relationships, emphasizing the need for companies to adapt to changing consumer demands and market conditions [3][4][6][17]. Group 1: User Engagement and Retention - Companies are realizing that true growth comes from establishing deep connections with users rather than merely seeking traffic [5][6]. - Many brands face challenges such as misalignment between target and actual consumer demographics, regional barriers, and product functionality not matching real-life scenarios [5][6]. - Successful brands are focusing on user retention and building comprehensive user engagement strategies that span from initial contact to conversion and retention [6][9]. Group 2: Evolving Consumer Demands - The consumer landscape has evolved, with users now prioritizing emotional and experiential aspects over mere functionality and specifications [10][11]. - Brands must shift their focus from traditional parameter-based competition to understanding and addressing the nuanced needs of consumers [11][13]. - The case of Hisense illustrates how brands can leverage community insights to connect with specific user groups, such as gamers, by translating technical specifications into relatable experiences [11][13]. Group 3: Quality Over Scale - The article highlights a transition from a focus on rapid scale to a commitment to high-quality growth, where brands prioritize genuine consumer needs over mere sales volume [14][15][19]. - The example of the tomato brand "Yike Da" demonstrates how targeted marketing and community engagement can lead to sustainable growth without succumbing to price wars [15][19]. - Companies are encouraged to adopt a long-term perspective on growth, utilizing data-driven strategies to ensure that marketing efforts translate into real user value [17][18][19]. Group 4: Strategic Transformation - The concept of "effectiveness in grass planting" is introduced as a new business paradigm that emphasizes user-centric thinking and cross-departmental collaboration [20]. - Companies are urged to view user engagement as a core business strategy rather than a mere marketing tactic, fostering a holistic approach to growth [20]. - By understanding and addressing the deeper motivations behind consumer behavior, brands can create sustainable competitive advantages in a rapidly changing market [20].

Core Viewpoint - Xiaohongshu's commercialization strategy is evolving, focusing on "effectiveness of planting grass" as a systematic upgrade to its business model, emphasizing a full-chain approach from user insights to content and conversion [2][6][7]. Group 1: Commercialization Strategy - Xiaohongshu has 200 million monthly users who engage with the platform approximately 16 times a day, indicating strong user interaction [2]. - The introduction of "planting grass direct" and the "market" channel as primary entry points has sparked debate about the platform's strategic direction [2]. - The concept of "planting grass" has shifted from a marketing tactic to a comprehensive business strategy that integrates user insights, content creation, and operational growth [6][7]. Group 2: Effectiveness of Planting Grass - The effectiveness of planting grass is becoming a necessary trend, linking marketing actions closely with business operations [4][7]. - Xiaohongshu aims to measure the effectiveness of planting grass through data-driven tools, enhancing the connection between marketing and business outcomes [6][11]. - The platform's approach emphasizes understanding user needs and creating products that resonate with those needs, leading to a more effective marketing strategy [10][19]. Group 3: User-Centric Insights - Xiaohongshu's focus on "seeing specific people" is crucial for understanding consumer behavior and driving business growth [12][15]. - The platform has identified over 2,500 interest tags, enhancing user connections and engagement within the community [13]. - Insights into user emotions and scenarios are becoming essential for brands to create products that deliver emotional value, thus enhancing consumer engagement [18][19]. Group 4: Long-Term Business Strategy - The shift towards planting grass as a strategic choice reflects a deeper understanding of consumer decision-making processes, which can take significant time and research [25][26]. - Companies are increasingly recognizing the importance of nurturing target audiences over time, leading to natural conversion when products are launched [22][23]. - The concept of planting grass is evolving into an organizational infrastructure that supports long-term business goals and user lifecycle management [26][27].

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]

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].

Core Insights - The central theme of the 2026 WILL Business Conference hosted by Xiaohongshu is "Grass Planting, Entering the Effectiveness Era," showcasing the platform's latest advancements in effective grass planting [1] Group 1: Understanding Users - Xiaohongshu's CMO emphasized the importance of "seeing specific people," highlighting the platform's focus on genuine user experiences and interactions within its community [2] - Current user engagement statistics reveal that Xiaohongshu users open the app an average of 16 times daily, sharing content across over 2,500 interests, with more than 9 million notes published each day and over 70 million comments generated [6] - Approximately 200 million users seek purchasing advice on Xiaohongshu each month, indicating a strong foundation for understanding user needs through authentic sharing [6] Group 2: Expanding the Understanding of "People" - Xiaohongshu is broadening its understanding of users beyond just product mentions to include emotional and aesthetic dimensions, utilizing interdisciplinary research to analyze user emotions [7] - The platform has identified 95 common human emotions through AI analysis of over 14 million notes, with love, happiness, and stress being the most frequently expressed emotions [7] - Collaborations with trend forecasting agencies have helped Xiaohongshu systematically analyze aesthetic structures across various dimensions, enhancing user understanding [7] Group 3: Transition to Effectiveness in Grass Planting - The concept of "effectiveness in grass planting" is described as an upgrade in both advertising and operational strategies, with initiatives like the "Red Cat Plan" and "Red Jing Plan" aimed at streamlining user decision-making processes [9] - During the Double 11 shopping festival, the number of merchants utilizing direct grass planting strategies increased by 109% compared to the 618 shopping festival [10] - Xiaohongshu has partnered with over 2,100 brands to address key business challenges, helping them understand user decision paths and market opportunities [10] Group 4: Case Studies and Practical Applications - A case study involving Huawei's FreeClip2 earphones illustrates how Xiaohongshu helped reposition the product from an electronic device to a co-creative fashion item, resulting in over 80,000 units sold within the first hour of launch [11] - The platform's approach emphasizes collaboration with users to enhance product appeal and engagement, moving beyond traditional marketing strategies [11] Group 5: Content and Community Engagement - Xiaohongshu's content strategy focuses on "igniting" user interest in a better life, which in turn stimulates deeper engagement with specific products during decision-making phases [15] - The platform has successfully created marketing IPs based on real user interactions, such as the "Night Festival," which capitalizes on nighttime content engagement trends [17] - Over 600 brands from various industries have engaged with Xiaohongshu's marketing IPs, demonstrating the platform's ability to foster deeper connections between brands and users [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 [20] - The example of Bobbi Brown's orange cream illustrates how understanding user feedback during the grass planting process can lead to successful product repositioning and increased sales [23]