作者 | 王小娟 编辑 | 周智宇 小红书的商业化路径，又有了新的尝试。 近日，有消息称，小红书开启了一项重要的产品内测——"笔记付费"功能。据了解，此次内测主要推出 了三种付费模式。 当前，小红书已有着庞大的用户基础，这些用户不仅有着较高的消费能力，而且创作分享互动欲望都比 较高。这也为探索笔记付费提供了一定的用户基础。 根据智云研报数据，在2025年，小红书的月活用户（MAU）已突破3.39亿，其中95后占比达85%，一线 及新一线城市用户占比66%。小红书 CMO 之恒此前介绍，每天发布超过 900 万篇笔记、产生 7000 多 万条评论。 其一，高清原图付费下载，服务于视觉创作者，用户支付费用后可获得无水印的高质量原始图片。其 二，单篇笔记付费阅读，允许长文或故事作者设置部分内容为免费试读，用户需付费解锁全文。其三， 笔记合集付费解锁，主要针对连载小说、系列专栏等内容，支持用户试读前部章节后，一次性付费解锁 整个系列。 截至发稿前，小红书官方尚未对该事件作出回应。据了解，该功能采用邀约制，并未向所有创作者开 放。内测门槛相对宽松——粉丝数不低于100人、近90天无违规记录且完成实名认证即可申请。 过去 ...

Core Viewpoint - The article emphasizes the necessity of integrating marketing into the operational chain of businesses, highlighting "effectiveness of grass planting" as a strategic choice for companies to enhance their commercial value and operational efficiency [4][5]. Group 1: Effectiveness of Grass Planting - Over the past four years, the narrative around Xiaohongshu's commercialization has evolved, with "product grass planting" emerging as a key marketing strategy, indicating that "everything can be grass planted" [9][10]. - Xiaohongshu aims to measure the effectiveness of grass planting through data feedback and tools, establishing a clear connection between grass planting and business operations [10][12]. - The concept of "effectiveness of grass planting" signifies that marketing is no longer an isolated action but is closely tied to the entire business operation chain, focusing on user needs and product development [10][14]. Group 2: Understanding Specific Users - Xiaohongshu's unique asset lies in its community of real and specific users, which enhances user-generated content (UGC) and fosters connections between people and products [16][17]. - The platform has identified over 2,500 interest tags, indicating a deep understanding of user needs, which has shifted from traditional "scenes" to "situations," encompassing emotional and relational aspects [18][19]. - The article highlights the importance of capturing emotional value in marketing, as brands face challenges in addressing the emotional needs of consumers [19][20]. Group 3: Strategic Implications for Businesses - The effectiveness of grass planting is reshaping marketing strategies, encouraging businesses to nurture target audiences before product launches, leading to natural conversion during product introduction [23][24]. - Companies are redefining their understanding of costs and assets, recognizing that effective content can create reusable and cyclical assets that contribute to long-term growth [24][25]. - The influence of grass planting extends to organizational structures, with some companies establishing dedicated teams to enhance user lifetime value, indicating a shift towards a grass planting-oriented organization [26][27].

Core Viewpoint - Xiaohongshu's commercialization strategy is evolving, focusing on "effectiveness of planting grass" as a systematic upgrade to its business model, emphasizing a full-chain approach from user insights to content and conversion [2][6][7]. Group 1: Commercialization Strategy - Xiaohongshu has 200 million monthly users who engage with the platform approximately 16 times a day, indicating strong user interaction [2]. - The introduction of "planting grass direct" and the "market" channel as primary entry points has sparked debate about the platform's strategic direction [2]. - The concept of "planting grass" has shifted from a marketing tactic to a comprehensive business strategy that integrates user insights, content creation, and operational growth [6][7]. Group 2: Effectiveness of Planting Grass - The effectiveness of planting grass is becoming a necessary trend, linking marketing actions closely with business operations [4][7]. - Xiaohongshu aims to measure the effectiveness of planting grass through data-driven tools, enhancing the connection between marketing and business outcomes [6][11]. - The platform's approach emphasizes understanding user needs and creating products that resonate with those needs, leading to a more effective marketing strategy [10][19]. Group 3: User-Centric Insights - Xiaohongshu's focus on "seeing specific people" is crucial for understanding consumer behavior and driving business growth [12][15]. - The platform has identified over 2,500 interest tags, enhancing user connections and engagement within the community [13]. - Insights into user emotions and scenarios are becoming essential for brands to create products that deliver emotional value, thus enhancing consumer engagement [18][19]. Group 4: Long-Term Business Strategy - The shift towards planting grass as a strategic choice reflects a deeper understanding of consumer decision-making processes, which can take significant time and research [25][26]. - Companies are increasingly recognizing the importance of nurturing target audiences over time, leading to natural conversion when products are launched [22][23]. - The concept of planting grass is evolving into an organizational infrastructure that supports long-term business goals and user lifecycle management [26][27].

不经意之间，小红书又跑出来一位单场破亿的买手。 12月7日，@吴千语实现了单场直播GMV突破1.5亿，较首场直播翻倍，成为新的标杆买手。如果把镜头拉远，在小红书2025年的商业叙事里，这只是其 中一片涟漪。 站在年末，我们试图梳理小红书这家公司在商业上的重要动作。草蛇灰线背后，我们能看到一家公司所经历的起伏与变化，以及它想成为的样子。 商业动作频频：要开放？还是闭环？ 你很少看见这样的小红书。 一改往日在商业化上的克制与含蓄，今年5月，小红书宣布和阿里合作"红猫计划"，引起外界的广泛关注。合作带来两个变化，一是小红书广告笔记链接 可以直接跳转至天猫，用户种草后可以顺畅下单；另一个是，双方数据体系打通，商家能追溯从种草到成交的全链路数据，来优化整体策略。 "红猫计划"后不久，与京东的"红京计划"陆续上线，36氪还了解到，未来，小红书即将和更多平台展开种草直达的合作。无论何种计划，背后运作核心其 实是"种草-直接跳转-成交-数据回传"。 用户@一只脆笛 选择开放广告外链的背后，是小红书种草与下单之间的最后一公里。 小红书上从不缺购买欲。在中国所有社交平台中，你几乎难以找到一个可以取代小红书的位置：用户在这里形成了 ...

向前的年度总结，向后的商业野心。 不经意之间，小红书又跑出来一位单场破亿的买手。 12 月 7 日， @ 吴千语实现了单场直播 GMV 突破 1.5 亿，较首场直播翻倍，成为新的标杆买手。如果把镜头拉远，在小红书 2025 年的商业叙事里，这 只是其中一片涟漪。 站在年末，我们试图梳理小红书这家公司在商业上的重要动作。草蛇灰线背后，我们能看到一家公司所经历的起伏与变化，以及它想成为的样子。 商业动作频频： 要开放？还是闭环？ 你很少看见这样的小红书。 一改往日在商业化上的克制与含蓄， 今年 5 月，小红书宣布和阿里合作 " 红猫计划 " ，引起外界的广泛关注。合作带来两个变化，一是小红书广告笔记 链接可以直接跳转至天猫，用户种草后可以顺畅下单；另一个是，双方数据体系打通，商家能追溯从种草到成交的全链路数据，来优化整体策略。 用户@一只脆笛 " 红猫计划 " 后不久，与京东的 " 红京计划 " 陆续上线， 36 氪还了解到，未来，小红书即将和更多平台展开种草直达的合作。无论何种计划，背后运作 核心其实是 " 种草 - 直接跳转 - 成交 - 数据回传 " 。 选择开放广告外链的背后，是小红书种草与下单之间的最后 ...

Core Insights - Xiaohongshu is accelerating its commercialization efforts by launching new features such as "Direct Grass Planting" and "Quick Sale," and has obtained a third-party payment license to enhance its e-commerce ecosystem [1][4][5] - The platform's valuation has increased from $26 billion to $31 billion within a few months, indicating growing investor interest and pressure to monetize its user base of 350 million monthly active users [1][4] - Xiaohongshu aims to create a closed-loop ecosystem that integrates content, transactions, and finance, which is essential for its long-term growth strategy [1][4][5] Payment License Acquisition - Xiaohongshu acquired the payment license through its wholly-owned subsidiary, with a reported cost of approximately 148 million yuan [4][5] - The payment license is crucial for Xiaohongshu to eliminate reliance on third-party payment platforms, thereby reducing transaction fees and enhancing user retention [1][4] - The platform's gross merchandise volume (GMV) is projected to exceed 400 billion yuan in 2024, highlighting the need for a self-sufficient payment system [4][5] E-commerce Strategy - Xiaohongshu's community-driven content, characterized by user-generated experiences, is a key differentiator that drives purchasing intent among users [6][7] - The platform has introduced various initiatives to enhance its e-commerce capabilities, including partnerships with major e-commerce platforms and the introduction of a marketplace feature [10][12] - Despite efforts to balance community authenticity with commercialization, there are concerns about the increasing presence of hidden advertisements affecting user experience [11][12] User Engagement and Content Creation - Xiaohongshu's user engagement strategy focuses on building interest-based communities, which allows for targeted marketing and content recommendations [6][7] - The platform is exploring ways to lower content creation barriers for merchants, including providing templates and guidelines to encourage user-generated content [18] - There are challenges related to user perception of limited visibility for product-linked content, which may hinder sales conversion [17][18] Local Services Expansion - Xiaohongshu is also venturing into local services with initiatives like the "Xiaohong Card," which offers discounts at selected niche stores [14] - The platform's approach to local services aims to enhance user engagement and diversify revenue streams, although it faces challenges in user adoption and experience [14] Competitive Landscape - Xiaohongshu's payment license acquisition aligns with trends among major internet platforms that have also sought to establish their own payment systems [5][6] - The platform's growth trajectory is compared to competitors like Douyin, which has a significantly higher GMV due to its integrated content and commerce model [10][12]

Core Viewpoint - The article emphasizes the significance of China's super-large market as a unique advantage, highlighting the need to leverage this market for economic growth and development strategies [1] Group 1: Consumption Market - China has the world's largest consumer market, supported by 1.4 billion consumers, which is crucial for high-quality economic development [2] - As of 2024, China has maintained its position as the world's largest automobile producer and seller for 16 consecutive years, with leading sales in home appliances and agricultural products [4] - The online retail market in China is the largest globally, with online retail sales reaching 12.79 trillion yuan in the first ten months of this year, a year-on-year increase of 9.6% [8] - The instant retail market in China is projected to reach 780 billion yuan in 2024, with an expected annual growth rate exceeding 25% until 2030 [15] Group 2: Service Consumption - Service consumption is rapidly rising, becoming a new engine for economic growth, with diverse offerings in cultural tourism, healthcare, and entertainment [19] - The night economy is gaining traction, with night-time consumer spending in Shanghai's key districts increasing by 15.3% during the recent holidays [24] Group 3: Innovation and Trends - The article highlights the importance of innovative consumption scenarios and environments to unlock the potential of the domestic market [25] - The rise of personalized and experiential consumption preferences among young consumers is driving new demand, with "IP + consumption" becoming a popular trend [22] - The interaction between new consumption scenarios, business models, and consumer demand is crucial for activating the potential of the super-large market [26]

Group 1 - The core viewpoint of the article is that Xiaohongshu is making a significant push into e-commerce by launching a buyer window and offering incentives to new buyers, indicating a strategic shift towards enhancing its e-commerce business [1][2][7] - Xiaohongshu's monthly active users have surpassed 350 million, with an average daily usage time of over 74 minutes, and 170 million users seeking purchases each month [1] - The e-commerce landscape is highly competitive, with major players like JD.com and Taobao aggressively vying for market share, particularly in instant retail [3][5] Group 2 - Xiaohongshu's unique selling proposition lies in its focus on "non-standard" products, which are personalized and cater to niche demands, contrasting with the price and quality competition of other platforms [4][11][12] - The platform's user demographics are primarily female, with strong purchasing power and a preference for personalized, non-standard products [12] - However, challenges exist in the non-standard product market, including unstable demand and difficulties in after-sales service and quality assurance [13][16][17] Group 3 - The potential market for non-standard products may be limited, as evidenced by the performance of similar platforms like Etsy, which, despite being a leader in its niche, has a significantly lower GMV compared to giants like Amazon [18][20][21] - Xiaohongshu's approach to e-commerce is influenced by its desire to maintain the integrity of its community content, which emphasizes usefulness over mere commercial transactions [26][29][53] - The article suggests that while Xiaohongshu faces many opportunities in e-commerce, it also encounters substantial challenges that will require time to navigate [55]

Core Insights - Xiaohongshu has made significant progress in commercialization with the launch of its first offline market in Shanghai, featuring over a hundred merchants selling diverse products [1][4] - The platform has upgraded its "Friendly Market" to a more defined "Market" shopping entry, aiming to express its differentiated characteristics in the competitive e-commerce landscape [2][3] - Xiaohongshu's new app version includes a market page that features live streaming, buyer showcases, and new product launches, emphasizing a unique shopping experience [3] Commercialization Strategy - The market page is designed to reflect Xiaohongshu's "lifestyle e-commerce" concept, showcasing its unique traits and enhancing user engagement [2][3] - Xiaohongshu's target demographic has shifted, with 70% of active purchasing users being born after 1995, indicating a focus on younger consumers [6][8] - The company is increasing its investment in e-commerce, with a reported 8.1 times year-on-year growth in new merchants for 2024 [6] User Engagement and Community - Xiaohongshu has over 350 million monthly active users, with 170 million users seeking purchases each month, indicating a strong community engagement [8] - The platform prioritizes community content over commercialization, but is now integrating e-commerce more deeply into its community framework [8] Organizational Changes - Xiaohongshu has announced an organizational restructuring to form a "Big Business Sector," aimed at enhancing collaboration between advertising and transaction teams [9] - The restructuring is a response to the need for better integration of third-party products with content creators to improve the user experience [9][10] Challenges and Collaborations - Xiaohongshu faces challenges in expanding its product offerings and ensuring quality control, which are critical for maintaining user trust [11] - Strategic collaborations with platforms like Taobao and JD.com are seen as necessary for Xiaohongshu to enhance its product range and facilitate user conversion from content to purchase [10]

Core Insights - Xiaohongshu has made significant progress in commercialization, highlighted by its first offline market held in Shanghai, featuring over a hundred merchants selling diverse products [1][4] - The platform has upgraded its "Friendly Market" to a more defined "Market" shopping entry, aiming to express its differentiated characteristics in the competitive e-commerce landscape [2][3] - Xiaohongshu's new app version includes a market page that features live streaming, buyer showcases, and new product launches, emphasizing a unique shopping experience [3] Group 1 - Xiaohongshu's market page is designed to showcase its "lifestyle e-commerce" concept, focusing on creating a distinctive purchasing mindset for users [2][3] - The platform's user base is predominantly young, with 70% of monthly active purchasing users being born after 1995, indicating a strong appeal to younger demographics [6] - The company has seen a rapid increase in its e-commerce consumer base, with new merchant registrations expected to grow by 8.1 times year-on-year in 2024 [6] Group 2 - Xiaohongshu's offline market event attracted significant attendance, indicating strong community engagement and interest in its offerings [4] - The platform's strategy includes enhancing collaboration between its advertising and transaction teams to create a seamless "grass planting" and "grass pulling" experience for users [8] - Recent partnerships with major e-commerce platforms like Taobao and JD.com aim to facilitate a full-link conversion from content creation to actual purchases, although challenges remain in product variety and quality control [9]