Core Points - The article promotes a discount campaign for 3C products and other categories on Taobao and Tmall during the 618 shopping festival [1][8] - Users can enjoy various discounts based on their spending thresholds when using a specific type of credit card [5][7] Discount Details - For all categories, users can receive a discount of 25 yuan for purchases over 500 yuan or 75 yuan for purchases over 1500 yuan [5] - For 3C products, discounts include 150 yuan for purchases over 3000 yuan and 300 yuan for purchases over 6000 yuan [5] - The campaign offers up to 24 months of interest-free installment payments [5] Eligibility and Participation - The campaign is available to users holding a specific type of credit card (62 starting Dragon Card) and requires them to make purchases through the latest version of the Taobao or Tmall app [4][7] - Each user can only enjoy each discount tier once, and the discounts cannot be combined [5][7] - The total number of available discounts is limited, with specific quotas for each discount tier [5] Activity Timeline - The campaign runs from May 16, 2025, to June 30, 2025, with different time frames for 3C products and all categories [4][6]

Core Insights - The "Red Cat Plan" was announced by Xiaohongshu and Taobao Tmall, allowing Xiaohongshu to place advertising links in new posts that directly redirect to Taobao Tmall stores/products, marking a strategic collaboration between the two platforms [2][3] - Xiaohongshu has shifted its strategy from a closed e-commerce model to an open platform approach, indicating a significant change in its operational strategy [4][5] - The plan aims to enhance the efficiency of consumer flow from discovery to purchase, with a focus on data sharing between Xiaohongshu and Taobao Tmall to measure the impact of posts on sales [3][5] Group 1: Strategic Collaboration - The "Red Cat Plan" allows for a seamless connection between Xiaohongshu and Taobao Tmall, enabling merchants to track consumer behavior from interest to purchase [3][5] - This collaboration is seen as a response to merchant feedback regarding the need for improved efficiency and measurable advertising effectiveness [3][6] Group 2: Historical Context - Xiaohongshu has undergone multiple strategic shifts over the past decade, including a transition from self-operated cross-border e-commerce to an open platform for third-party merchants [4][5] - The previous strategy involved cutting off external links to promote a closed e-commerce ecosystem, which has now been reversed with the "Red Cat Plan" [4][5] Group 3: Implementation Details - The "Red Cat Plan" is currently limited to specific categories such as fast-moving consumer goods, outdoor sports, and health products, with certain restrictions on other categories [5][6] - There are specific requirements for merchants to participate, including a minimum store age and performance metrics, which may limit participation to larger brands [6]

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