Group 1 - The food and health supplement industry on Xiaohongshu is experiencing an upward trend, with reading and search volume increasing by 81% and 40% respectively from 2025 to the present [1][11][12] - During the Double 11 shopping festival, content on the platform significantly influences user decisions, with 73% of monthly active users actively searching and 90% of those influenced by content [1][13][18] - The platform's closed-loop e-commerce GMV increased by 117% year-on-year, with 35% of users actively sharing their experiences [1][18] Group 2 - High-potential segments in the food and health supplement industry focus on three main areas: traditional Chinese health supplements, ready-to-eat meals, and snack foods [1][22][25] - Searches for traditional Chinese health supplements increased by 60% during Double 11, with popular items including bird's nest and donkey-hide gelatin, while new favorites like astragalus and angelica are emerging [1][22][27] - Ready-to-eat meal searches rose by 42%, led by Chinese pastries and pre-prepared hot pot dishes, primarily targeting young consumers seeking convenience and nutritional balance [1][22][41] Group 3 - The e-commerce strategy involves building a "spillover + direct + closed-loop" conversion system, optimizing content and targeting strategies to enhance user engagement and conversion rates [2][19][20] - Brands can achieve significant results, such as an 80%+ new store visit rate and a 4.X ROI through effective pre-promotion and targeted advertising [2][19] - The closed-loop e-commerce approach focuses on ROI, linking content directly to conversion efforts and enhancing efficiency through strategic planning [2][20][21]

Core Viewpoint - JD.com and Xiaohongshu have upgraded their strategic partnership by launching the "Hongjing Plan," allowing brands on JD.com to use Xiaohongshu's "grass planting direct" feature for advertising, enabling direct links to JD.com for seamless shopping experiences [1][2][6]. Group 1: Partnership Details - The "Hongjing Plan" builds on the previous "Xiaohongmeng" model, enhancing integration between Xiaohongshu and JD.com, allowing for direct links from Xiaohongshu ads to JD.com for immediate purchases [2][6]. - This collaboration aims to create a closed-loop from content marketing to transaction, improving the efficiency of brand and merchant marketing efforts [6]. Group 2: Performance Metrics - Data indicates that the conversion rate for products viewed on Xiaohongshu can increase by an average of 45% through the "Xiaohongmeng" model, with add-to-cart conversion rates improving by an average of 28% [6]. Group 3: Future Collaborations - Xiaohongshu is exploring further collaborations with other e-commerce platforms, raising questions about potential partnerships with platforms like Pinduoduo [7].

Core Insights - The collaboration between JD and Xiaohongshu marks a strategic upgrade, allowing brands on JD to utilize Xiaohongshu's "grass planting" feature for direct shopping links, enhancing conversion rates from content to transactions [2][6] - Xiaohongshu's "grass planting" characteristic significantly influences consumer purchasing decisions, making it a vital channel for e-commerce merchants [2][8] - The introduction of "Hongmao Plan" and "Hongjing Plan" connects traditional e-commerce platforms with content platforms, indicating a shift towards a more open e-commerce ecosystem [5][12] E-commerce and Content Platform Integration - JD's "Hongjing Plan" allows brands to link directly to JD's app from Xiaohongshu, facilitating a seamless transition from content engagement to purchase [2][5] - The "Hongmao Plan" has shown promising results, particularly for low-cost products, while higher-priced items require more consumer engagement before conversion [5][8] - E-commerce platforms like JD and Taobao are increasingly recognizing the value of content-driven marketing, as evidenced by their strategic initiatives to enhance content integration [6][7] Performance Metrics and Growth - Taobao reported a 44% year-on-year growth in content consumption users, with significant increases in live streaming and content creator engagement [7][10] - JD's live streaming daily active users (DAU) increased by 200%, with a nearly 150% rise in orders placed through live streaming [7][10] - Xiaohongshu's collaboration with JD has led to a 45% average increase in conversion rates from "grass planting" views, demonstrating the effectiveness of this integrated approach [10][12] Market Dynamics and User Behavior - E-commerce platforms are adapting to the competitive landscape shaped by content platforms like Douyin, which have attracted significant advertising spend from merchants [8][12] - Xiaohongshu's user demographic, primarily young women, presents unique marketing opportunities, although its transaction capabilities are currently limited compared to larger e-commerce platforms [12][14] - The collaboration between Xiaohongshu and traditional e-commerce platforms is seen as a mutually beneficial strategy to enhance user experience and streamline the purchasing process [12][14] Future Outlook - Xiaohongshu aims to enhance its "lifestyle e-commerce" positioning, with significant growth in new merchant registrations and sales performance [13][14] - The platform's partnerships with JD and Taobao are part of a broader strategy to optimize the user journey from content discovery to purchase, while still developing its own e-commerce capabilities [13][14] - The evolving relationship between content and e-commerce platforms suggests a trend towards cooperative competition, where platforms leverage each other's strengths to meet diverse consumer needs [14]

Group 1 - The new collaboration between JD.com and Xiaohongshu, named "Hongjing Plan," allows users to directly purchase products from JD.com through links in Xiaohongshu posts, enhancing the shopping experience [1] - The previous collaboration, "Xiaohong Alliance," focused on marketing data integration, while the "Hongjing Plan" emphasizes a seamless transition from product discovery to purchase, potentially increasing conversion rates [1] - The average conversion rate for users clicking into stores increased by 45% and adding items to the cart improved by 28% under the "Xiaohong Alliance" model, indicating a strong foundation for the new plan [1] Group 2 - JD.com aims to enhance its marketing value by collaborating with various platforms like Xiaohongshu, Douyin, and Bilibili, indicating a strategic shift towards a comprehensive operational model by 2025 [2] - Xiaohongshu's strategy of enabling direct links to e-commerce platforms suggests a focus on monetization efficiency over a closed-loop ecosystem, leveraging its core strength in product discovery [2] - The partnership redefines the roles within the industry, positioning Xiaohongshu as a "consumer decision entry point" rather than a transaction terminal, while JD.com and other e-commerce platforms gain access to more precise traffic and effective growth tools for merchants [2]

Group 1 - JD and Xiaohongshu have upgraded their strategic cooperation by launching the "Hongjing Plan," allowing all brand merchants on JD to use Xiaohongshu's "grass planting direct" feature to add JD shopping links in ads starting June 5, 2025 [1] - The previous collaboration, "Xiaohongmeng," showed that the conversion rate for products viewed on Xiaohongshu increased by an average of 45%, and the add-to-cart conversion rate improved by an average of 28% [1] - The "Hongjing Plan" enhances the connection between Xiaohongshu's content ecosystem and JD's transaction ecosystem, supporting both Xiaohongshu and JD order placements for advertisers [1] Group 2 - Tmall and Xiaohongshu announced the "Hongmao Plan," which is similar to the "Hongjing Plan," but only select high-quality brands can use the advertising link feature [3] - JD's marketing center head emphasized that JD is not just an e-commerce platform but also a high-quality marketing platform, planning to collaborate with various internet platforms to enhance marketing value [3] - Xiaohongshu is also testing advertising link transitions with Pinduoduo, indicating a broader trend of integration among e-commerce platforms [3]

Core Insights - JD.com and Xiaohongshu have upgraded their strategic partnership by launching the "Red Jing Plan," aimed at providing new growth paths for brands and merchants ahead of the 618 shopping festival [1][2] - The collaboration allows all brands on JD.com to utilize Xiaohongshu's "direct planting" feature, enabling users to click on ads that link directly to the JD app for seamless transaction conversion [1][2] Summary by Sections Partnership Details - The "Red Jing Plan" integrates Xiaohongshu's content ecosystem with JD.com's transaction ecosystem, creating a closed loop from content planting to advertising linkage to immediate conversion [2] - The advertising model under the "Red Jing Plan" supports both Xiaohongshu and JD.com ordering, catering to diverse merchant needs [2] Performance Metrics - The previous "Xiaohong Alliance" model demonstrated significant effectiveness, with an average conversion rate increase of 45% for products viewed on Xiaohongshu and a 28% increase in add-to-cart conversion rates [1] - This model provides a comprehensive attribution for planting effects, offering strategic guidance for precise secondary marketing on JD.com, thereby enhancing transaction conversion rates [1] Future Outlook - JD.com plans to further enhance its marketing value by collaborating with various internet platforms, including Xiaohongshu, Douyin, and Bilibili, through a 1+X operational strategy by 2025 [2]