Core Viewpoint - Xiaohongshu has recently introduced a new "Friendly Market" tab, enhancing its e-commerce presence within the app, despite a lack of major promotional activities compared to competitors [1][4]. E-commerce Strategy - The introduction of the "Friendly Market" signifies a renewed focus on e-commerce within Xiaohongshu, which has previously struggled to establish a strong user perception in this area [4][7]. - Xiaohongshu's collaboration with Taobao and Tmall through the "Red Cat Plan" allows users to link directly to these platforms, indicating a shift towards an open ecosystem rather than a closed-loop e-commerce model [7][8]. Market Positioning - Xiaohongshu's decision to partner with other e-commerce platforms like Pinduoduo and JD.com reflects a strategic move to enhance its market presence, albeit at the risk of diluting its own e-commerce capabilities [7][8]. - The platform's community-driven nature has historically limited its ability to create a seamless transaction experience, which is essential for effective e-commerce [9][12]. Challenges and Limitations - Xiaohongshu faces significant challenges in establishing a competitive edge in pricing and fulfillment capabilities compared to established players like Taobao and JD.com [13]. - The platform's user base remains hesitant to transition from "grass planting" (product discovery) to "grass pulling" (purchase), indicating a gap in user transaction mindset [13][14]. Targeting Key Accounts - The current strategy to open external links is aimed at attracting key account clients who possess strong supply chains and marketing capabilities, which Xiaohongshu has struggled to engage [16][17]. - By sharing core metrics such as reading and collection rates with partners, Xiaohongshu aims to demonstrate its value in driving conversions, potentially attracting more high-value clients [17][18]. Historical Context - Xiaohongshu has previously attempted to open external links to Taobao but retracted this strategy within a year, indicating a cautious approach to external partnerships [20][21]. - The platform has undergone various strategic shifts, including the closure of its self-operated e-commerce business and a focus on community-driven commerce, reflecting ongoing uncertainty in its commercial direction [21][22]. Community vs. Commercialization - Xiaohongshu's commitment to maintaining its community's unique character complicates its commercialization efforts, as the platform seeks to balance user engagement with profitability [24]. - The inherent tension between community-driven content and the need for standardized, price-competitive products poses a significant challenge for Xiaohongshu's growth in the e-commerce space [24].