Core Insights - The report titled "2025 Xiaohongshu Grass-Planting Marketing Manual" provides an in-depth understanding of the core logic, underlying principles, and practical pathways of grass-planting marketing, emphasizing a user-centric approach rather than a purely marketing-driven one [1][6] - The manual outlines the essential steps of grass-planting, which include capturing consumer trends, understanding underlying motivations, amplifying reach, and stimulating user engagement [1][12] Group 1: Understanding Grass-Planting - Grass-planting is defined as genuinely helping users find solutions for their desired lifestyles, moving away from traditional marketing tactics [8][10] - The manual highlights an irreversible trend where consumer awareness and the relationship between users and companies are evolving towards equality [11] - Companies that succeed in grass-planting focus on understanding real user needs and creating meaningful connections, as demonstrated by case studies like Babycare and Afu [10][11] Group 2: Core Principles of Grass-Planting - The four key steps in the grass-planting process are: 1. **Capture**: Identifying the starting point of consumer trends through observation of popular products and user behavior [15][16] 2. **Understand**: Analyzing the deeper reasons behind user engagement and desires [23] 3. **Amplify**: Using a "reverse funnel" approach to expand from core users to broader audiences [15] 4. **Stimulate**: Encouraging users to transition from passive consumers to active co-creators through various motivations [15][16] Group 3: Implementing Grass-Planting in Organizations - Companies are encouraged to establish a grass-planting organization that fosters an experience management cycle, breaking down departmental barriers to enhance collaboration [1][12] - The selection of employees with both empathy and analytical skills is crucial for driving user experience and value [1][12] - The manual provides actionable insights through case studies of companies like Babycare and Yaozhidao, showcasing successful product innovation and user engagement strategies [1][12]

Core Viewpoint - The article discusses the rising popularity of Chinese beauty products and makeup styles in overseas markets, particularly in Japan, South Korea, and Southeast Asia, as the dominance of Japanese and Korean beauty trends wanes [1][11][18]. Group 1: Chinese Makeup Trends - Chinese-style makeup, particularly "Douyin makeup," has gained significant traction internationally, with a reported 6.5 billion views on TikTok under the Douyin Makeup tag by the end of 2022 [10]. - The trend has led to a cultural exchange where foreign users, such as American beauty influencer Essences Whitaker, actively replicate Chinese makeup styles learned from platforms like Douyin and Xiaohongshu [2][7][10]. Group 2: Market Dynamics - The export value of Chinese beauty products has surged, with a reported 348.61 billion yuan in exports from January to September 2023, marking a 26.6% year-on-year increase [16]. - In 2023, the retail value of Chinese cosmetics reached 414.2 billion yuan, reflecting a 5.1% growth, with Southeast Asia and Japan being key export destinations [16][18]. - Chinese cosmetics are increasingly favored in South Korea, with exports to the country rising approximately 190% in the first eight months of 2023 [16]. Group 3: Competitive Landscape - The article highlights a shift in consumer preferences in South Korea, where consumers are now more inclined towards affordable Chinese beauty products rather than high-end Korean brands, which have seen a decline in sales [13][16]. - Despite the growth, the article notes that Chinese beauty brands still face challenges in achieving global recognition and establishing a strong presence in the high-end market [19][21][22].