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Core Viewpoint - Xiaohongshu is not focusing on the 618 shopping festival this year, opting instead for a new initiative called "Friendly Market" aimed at supporting emerging merchants with subsidies and traffic incentives [3][4][5]. Group 1: Xiaohongshu's Strategy - Xiaohongshu's decision to not participate in 618 is surprising to many merchants, but industry insiders are not shocked, indicating a shift in strategy [4][8]. - The platform has recently partnered with Taobao and Tmall to launch the "Red Cat Plan," which integrates advertising and sales channels between Xiaohongshu and these platforms [5][6]. - This collaboration allows users to transition from Xiaohongshu to Taobao and Tmall for purchases, suggesting a strategic pivot away from traditional sales events like 618 [7][9]. Group 2: Market Trends and Consumer Behavior - The significance of the 618 shopping festival is declining, with a reported 7% decrease in sales during the last event, marking the first negative growth in its history [12][14]. - Merchants have observed that while Xiaohongshu excels in product discovery, platforms like Tmall and JD.com are more effective for actual sales during major promotions [8][17]. Group 3: Merchant Strategies - Merchants are adapting by focusing on brand awareness and product discovery on Xiaohongshu while driving sales through more traditional e-commerce platforms during major events [16][17]. - Some merchants believe that major promotions provide opportunities for brand exposure, even if they do not expect significant sales directly from Xiaohongshu [19][22]. - Strategies include increasing content output during promotional periods and leveraging advertising to capture consumer interest [19][20]. Group 4: Future of Xiaohongshu's E-commerce - Xiaohongshu is not abandoning closed-loop e-commerce but is exploring a collaborative approach with partners for challenging product categories [24][25]. - The "Red Cat Plan" has specific requirements, focusing on categories that are easier for Xiaohongshu to manage while leaving more complex categories to partners [24][26]. - The platform continues to enhance its internal conversion mechanisms, such as linking products in note comments, indicating ongoing development in its e-commerce capabilities [26].