Group 1 - The report focuses on the "Spring New" campaign by Xiaohongshu, providing operational guidelines on traffic logic, live streaming optimization, and store broadcasting strategies [1][2] - Users can access live streaming through six main entry points, and the conversion rates at each stage from exposure to transaction need to be monitored for optimization [1][2] - Key metrics include exposure-to-viewing rate below 30%, viewing-to-product exposure rate below 75%, product exposure-to-click rate below 30%, and click-to-transaction rate below 10% [1][2] Group 2 - Live streaming optimization strategies include using a 3:4 vertical lifestyle cover image to enhance click-through rates, improving the atmosphere with bright lighting and suitable hosts, and employing interactive speech to boost engagement [1][2] - The report outlines a phased approach for the "Spring New" campaign, starting from March 1 for product testing to a peak period on March 22, integrating content seeding and live conversion [2][5] - Merchants are encouraged to prepare product stock around five major styles and utilize various incentives like "store broadcasting ranking competitions" to drive traffic and sales [2][5]

Core Insights - The report titled "2025 Xiaohongshu Operation IP Knowledge Map" provides a comprehensive guide for operators on Xiaohongshu, covering platform rules, account positioning, content creation, account management, follower growth techniques, and monetization paths [1] Group 1: Platform Rules - The platform rules include detection, recommendation, and risk avoidance, ensuring content compliance through machine learning and manual review [1] - Recommendations are based on user interaction data and keyword matching, with operators needing to avoid marketing account risks and pay attention to posting frequency [1] Group 2: Account Positioning - Account positioning should focus on self-awareness, understanding users, and platform operations, clarifying areas of expertise, target users, and the value provided [1] Group 3: Content Creation - Content creation strategies differ for images and videos; image content should align with official topics, high-quality copy, and design, while video content requires clear tagging, presentation style, and well-crafted scripts [1] Group 4: Account Management - Account management involves registration certification, "account setting" operations, and daily activities, with a focus on maintaining activity, participating in events, and optimizing operations through data review [1] Group 5: Follower Growth Techniques - The core of follower growth is providing consistent valuable content or emotional value, adapting to recommendation mechanisms, and utilizing tools for content creation [1] Group 6: Monetization Paths - Xiaohongshu offers diverse monetization methods, including advertising, product sales, influence, and knowledge monetization, each with specific conditions and considerations [1] - For advertising monetization, factors such as account-product matching and reasonable pricing must be considered [1]