存量竞争期，企业更为在意资源复用率。8月13日，北京商报记者从小红书处获悉，近日小红书内部宣布，小红书将组建大商业板块，推动资源跨部门协 同。这也意味着平台将进一步打通从广告投放到电商交易的商家服务链路，疏通流量变现的堵点。此前，小红书开通淘天、京东等跳转功能，也是为吸引品 牌入驻，刺激更多商家投放广告。 在当前商家越来越在意广告转化效率的环境下，为了促进更多合作，平台也有意提供更多延伸服务。据一位小红书内部人士提供的资料，北京商报记者注意 到，例如商家投放广告后，小红书还能提供运营指导，可协助商家开通小程序或本地生活团购服务。 打通流量变现堵点 事实上，如何将社区内容和流量进行商业化变现，小红书在电商探索上历经了一个持续的发展过程。 平台此次疏通各部门资源的同时，也能更聚焦同一个目标。于小红书而言，要想在巨头夹缝中生存，广告变现是不可丢失的阵地。 搭建大商业板块 从此次调整来看，小红书的大商业板块将由小红书COO柯南担任总负责人，与小红书CMO兼商业部负责人之恒共同组成领导班子。同时，小红书将推动产 品、技术、人才等资源的跨部门协同，服务品牌和商家在小红书的经营。 一位接近小红书的知情人士透露称，小红书的商 ...

Core Insights - The article discusses the creation of "Pain Island" by Xiaohongshu, a large-scale immersive experience for fans of gaming and anime, reflecting a significant shift in community engagement and content growth within the platform [2][11][12]. Group 1: Event Overview - Xiaohongshu organized the "Pain Island" event from August 8 to 10, 2023, in Shanghai, aiming to provide a unique immersive experience for the gaming and anime community [2][3]. - The event featured over 50 well-known gaming and anime IPs, including popular titles like "Honor of Kings" and "Genshin Impact," creating a rich interactive environment for attendees [7][9]. Group 2: Community Growth - From 2023 to 2025, Xiaohongshu's content related to anime and gaming has rapidly grown, becoming the third-largest category on the platform, following fashion and food [12][13]. - The number of posts related to anime and gaming has increased by 175% and 168% year-on-year, respectively, indicating a strong upward trend in user engagement [13][26]. Group 3: Cultural Significance - "Pain culture," originating from Japan, emphasizes personal expression through anime-themed decorations and has become a significant aspect of the community's identity [3][5]. - The event's immersive experience aimed to break the barrier between reality and the virtual world, resonating deeply with attendees who felt a strong emotional connection to the content [9][11]. Group 4: Strategic Direction - Xiaohongshu is shifting its focus towards a "2.5D" content strategy, blending anime and gaming with real-life experiences, which reflects a broader trend of integrating niche interests into everyday life [14][19]. - The platform's new slogan emphasizes its evolution from a lifestyle guide to an interest-based community, highlighting its commitment to fostering diverse user engagement [27][29]. Group 5: Future Prospects - The growth of interest-based communities on Xiaohongshu suggests a significant opportunity for expanding user engagement and content creation, particularly among younger demographics [30][32]. - The platform's approach to community building through interest-driven content is expected to enhance user retention and foster a vibrant ecosystem for niche interests [31][33].

Core Viewpoint - The article discusses the evolution of the Xiaohongshu community, highlighting the significant growth in the gaming and ACG (Anime, Comic, Game) content sectors, which are now among the top categories on the platform, indicating a vast potential for interest-based communities [4][18][19]. Group 1: Event and Community Engagement - Xiaohongshu created a unique immersive experience called "Pain Island" to cater to the gaming and ACG community, showcasing the platform's commitment to engaging its user base [7][10]. - The event featured over 50 well-known gaming and anime IPs, including popular titles like "Honor of Kings" and "Genshin Impact," enhancing the immersive experience for attendees [11][18]. - The community's engagement was further amplified by live performances, such as the Echo Project music festival, which resonated deeply with the audience, marking a significant cultural moment for fans [13][14]. Group 2: Growth Metrics and Trends - From 2023 to 2025, Xiaohongshu's ACG content has rapidly grown, becoming the third-largest category on the platform, with a notable increase in user engagement [18][19]. - The platform reported that the number of posts related to gaming and ACG content has increased by 175% and 168% year-on-year, respectively, indicating a strong upward trend in user-generated content [19][20]. - Xiaohongshu's gaming user base has reached over 110 million monthly active users, with daily exposure of gaming posts exceeding 2 billion [18]. Group 3: Cultural Integration and User Experience - The concept of "2.5D" culture is emerging on Xiaohongshu, blending virtual and real-life experiences, allowing users to engage with gaming content in a more relatable manner [20][24]. - The platform is fostering a community where gaming and ACG culture are integrated into daily life, as seen in user-generated content that reflects real-life applications of gaming themes [25][30]. - Xiaohongshu's shift from a lifestyle guide to an interest-based community signifies a broader cultural acceptance of niche interests, allowing for deeper emotional connections among users [33][39].

私信引流则是小红书上更为直接且高效的手段。通过私信，创作者可以直接与用户沟通，了解他们的需 求和想法，进而引导他们关注账号或参与活动。私信引流时，可采用文字、图片、表情包、语音消息和 视频等多种形式，但需遵循平台规则，避免被举报。例如，可以准备多套不同的话术，定期更换，以降 低被举报的风险。 评论区也是引流的重要战场。通过小号在评论区提问或引导用户关注、私信，大号再适时回应，可以有 效提升引流效果。将带有"钩子"的评论置顶，也能吸引更多用户的注意。 在粉丝群方面，通过设置带有"钩子"的群名、群公告或打卡主题，以及利用群投票等方式，可以巧妙植 入引流信息，增加曝光度。例如，创建一个名为"免费领取资料群"的粉丝群，既能吸引用户的兴趣，又 能顺利实现引流目的。 在小红书这一充满活力的社交平台上，引流已成为众多内容创作者和品牌营销策略中的关键环节。它仿 佛是一场精心策划的"吸引游戏"，通过巧妙布局，利用吸引人的元素和信息，将用户的注意力牢牢锁 定，并引导他们按照既定的路径行动。 对于初学者而言，掌握有效的引流技巧至关重要。网络上流传着一张详尽的引流营销玩法图解，这张图 以直观的方式展示了各大平台的引流策略，为新手提供 ...

账号主页的简介那可是咱在小红书的头一张名片，也是吸引粉丝的头一步。 一个超有吸引力的简介，得能一下子就把用户的目光给逮住，还得把账号是干啥的、有啥核心价值都明明白白地告诉人家。 在小红书这个平台上，引流就像是设下巧妙的 "陷阱"，用那些能抓住用户眼球的元素或者信息，把用户勾住，让他们跟咱互动，或者按照咱想的去行动， 这就是一种超棒的营销策略。 非常适合新手小白学习下，凡是认真学完的用户，都可以轻松做到日引流30多，在经过1对1指点，轻松做到日引流100-200精准客户！ 下面就给大家唠唠小红书引流的一些超厉害的方法： 下图更有全网主流引流营销玩法一图看懂 20 43 11 编辑资料 关注 获赞与收藏 粉丝 购物车 购物 订单 查看我的订单 查看推荐好物 好逛好玩又好买 笔记 收藏 赞过 公开 2 ⊙ 私密 0 合集 0 分享一条最近看到的科普吧 去发布 快发篇笔记来记录 . 臂 还有个小妙招，把带 "钩子" 的笔记置顶，再配上双联图啥的技巧，这样就能让引流信息更多地出现在大家眼前啦。 小红书的打卡功能可是个引流的好宝贝。 咱打卡的时候，能把自己的日常生活记下来，把心得体验分享出去，还能顺便把其他用户的目光和互 ...

Core Viewpoint - The opening of "RED LAND" theme park by Xiaohongshu in Shanghai Yangpu is expected to be a significant event, showcasing a series of innovations and potentially impacting the market dynamics of the Beijing Stock Exchange with "Xiaohongshu concept stocks" [1] Group 1 - Xiaohongshu has experienced rapid growth in recent years, indicating strong market presence and investor interest [1] - The investment in the theme park is seen as a bold move that could influence the performance of related stocks on the Beijing Stock Exchange [1]

乘(食)而起 解锁小红书食饮生意增长新密码 @欧玟 小红书商业生态消费品行业头客运营负责人 (小红好) 03 09 乘(食)而上 蓄(食)待发 (食)力共营 让「小众美味」变成「大众生意」 让食饮新品牌在小红书破土而生 以年轻味蕾续写当代食事录 (小红书) 蓄(食)待发 让食饮新品牌在小红书破土而生 (小红书) 趋势一 决策因子多元化 食饮消费者的决策逻辑变得更加复合 *数据来源: 尼尔森IQ, 2025年大食饮消费者调研 "吃得好信得过" 渠道可信 79% "我要即刻拥有" "情绪被满足" 前悦自我 77 情绪价值 77% "大家说好才是真的好" 小红书 趋势二 消费链路压缩 购买节奏加快，路径更短、通道更直达 *数据来源:尼尔森IQ,2025年大食饮消费者调研 购买便捷是 重要决策因子 "我再搜索看看" 30% 30% 被种草后 消费过程中 想要进一步了解 主动搜集/比较 (小红书) 趋势三 内容即需求 从 "被看见" 到 "被唤起" 的消费新范式 : 尼尔森IQ,2025年大食饮消费者调研 小红书 "我被吸引 =" "我看到 9 " "我想试试 20 " 内容激发了我的潜在需求 (我在社交媒体上被种草 ...

Group 1: TikTok Refugees and Xiaohongshu - The influx of overseas users, termed "TikTok refugees," is shifting to Xiaohongshu due to TikTok's operational crisis in the U.S. This trend has led Xiaohongshu to top the Apple App Store download charts [3] - Xiaohongshu's concept stocks have seen significant gains, with a 2.95% increase on January 16, marking a cumulative rise of over 26% over three consecutive trading days [3] - The beauty industry is rapidly seizing opportunities on Xiaohongshu, with brands like Winona and SKYNFUTURE launching bilingual marketing campaigns to attract international users [4] Group 2: Market Opportunities and Challenges - Xiaohongshu is becoming a crucial bridge between Chinese and global markets, offering unprecedented opportunities for beauty brands to expand internationally [5] - The arrival of TikTok refugees includes e-commerce influencers and business owners, who may become potential competitors for domestic brands entering the Chinese market [5] - Brands can enhance their global influence through collaborations with international influencers for product trials and live-streaming sales [4][5] Group 3: Cosmetic Import Trends - In 2024, cosmetic imports in China reached a five-year low, with a total of 32,477.8 tons and a value of 116.08 billion yuan, reflecting a year-on-year decline of 9.4% in volume and 7.9% in value [6] Group 4: Investment and Corporate Developments - First Cover, China's first efficacy-based foundation brand, completed its angel round of financing led by Matrix Partners, focusing on innovative foundation products [7] - Babai Co., Ltd. invested 5 million yuan in Andepotai Medical Technology Co., becoming the largest shareholder with a 62.5% stake [8] - Shiseido announced a price increase for 38 products due to rising raw material costs, with price adjustments ranging from 2% to 10% [12] Group 5: Regulatory and Market Changes - Guangzhou's market supervision authority announced the cancellation of registrations for domestic ordinary cosmetics that failed to complete annual report rectifications [9] - The Jiangxi Provincial Drug Administration initiated the 2025 provincial sampling work for drugs, cosmetics, and medical devices, planning to sample 10,850 batches this year [10] - Zhejiang's regulatory service announced penalties for several cosmetic companies for non-compliance, including significant fines for selling unregistered products [11] Group 6: Corporate Leadership Changes - Ronald Lauder has retired from the board of Estée Lauder, while his daughter remains on the board, ensuring continuity in leadership [15] - Fran Law has been appointed as the Vice President of Travel Retail for Shiseido in the Asia-Pacific region, bringing over 20 years of experience in the beauty industry [16]

Core Insights - The article emphasizes that brands are incurring high costs for "traffic liabilities" and should shift their focus from traditional traffic acquisition to building "interest assets" for sustainable growth [1][13] Group 1: Traffic Liabilities - Traffic is described as a "survival tax" that brands must pay in the digital age, representing a strategic liability rather than a growth opportunity [5] - The "black box" nature of traffic algorithms prevents brands from understanding user motivations and needs, leading to superficial engagement [3] - The influx of brands into the traffic market creates a vicious cycle where increased spending leads to diminishing returns, resulting in lower ROI and ROX [6] Group 2: Interest Assets - Interest is positioned as a sustainable and high-value asset that can drive long-term brand growth, contrasting sharply with the transient nature of traffic [7] - The article outlines a model where interest generates a five-fold value flywheel, emphasizing the importance of genuine user engagement over superficial traffic [6] - Brands must transition from a transactional relationship with users to one based on shared interests, fostering deeper emotional connections [9] Group 3: Case Study - Xiaohongshu - Xiaohongshu exemplifies the effective use of "interest assets" by creating an "interest infrastructure" that allows user interests to flourish and drive commercial success [8] - The platform has evolved from merely being a product recommendation site to a community where users seek solutions and connections based on shared interests [11] - Xiaohongshu encourages user-generated content (UGC), allowing brands to engage authentically with users and co-create value [10] Group 4: Strategic Recommendations - Brands should invest in content and activities that resonate with user interests rather than merely purchasing exposure [14] - The focus should shift from product selling points to providing solutions that integrate into users' lifestyles and interests [14] - Brands are encouraged to build ecosystems that foster community and engagement, both online and offline, to enhance user loyalty and brand value [14]

Core Viewpoint - The article discusses the emergence and strategies of the "Zhengzhou Gang," a group of e-commerce operators leveraging platforms like Xiaohongshu (Little Red Book) to generate significant revenue through standardized content production and algorithm optimization, despite their humble backgrounds and limited resources [4][11][12]. Group 1: Background and Emergence - In 2018, as major platforms like Taobao and Douyin gained traction, Xiaohongshu was initially overlooked, providing an opportunity for operators from Zhengzhou to exploit this underutilized platform [5][6]. - The Zhengzhou Gang consists of e-commerce companies that emerged from a resource-scarce environment, focusing on content production and marketing strategies that bypass traditional advertising methods [11][12]. Group 2: Content Strategy and Execution - The Zhengzhou Gang employs a content strategy characterized by mass production of "water under the table" notes, which are low-cost, high-volume posts designed to generate organic traffic without direct advertising [11][12][36]. - They utilize three classic content templates: reviews, grass-planting posts, and "fishing posts," which subtly promote products while appearing as genuine user-generated content [11][12]. Group 3: Market Dynamics and Challenges - As more players enter the Xiaohongshu space, the platform has tightened its regulations, making it harder for the Zhengzhou Gang to operate as freely as before, leading to a decline in the effectiveness of their strategies [7][14][40]. - The rising costs of traffic and shrinking marketing budgets have prompted brands to explore the Zhengzhou Gang's methods, but many have struggled to replicate their success outside of Zhengzhou due to the unique local dynamics [14][28][41]. Group 4: Future Outlook - The article suggests that while the Zhengzhou Gang's methods may not be sustainable in the long term, elements of their strategy could still be beneficial for established brands looking to optimize their marketing efforts [41][42]. - The ongoing tension between commercial interests and the community-driven nature of Xiaohongshu indicates that the "water under the table" approach may persist, albeit in a more regulated environment [41][42].