文|王芊 为满足游客拍照打卡需求，哈尔滨新区精选 5 个风格各异的热点区域，从复古怀旧到赛博工业，从欧陆 风情到极致夜景，适配不同拍照偏好。 一是哈尔滨老船厂，主打复古怀旧风，保留和复刻了八十年代大工厂家属区、照相馆、供销社等怀旧场 景，还有"尔海"灯塔、彩绘阶梯等网红打卡地，随便一站、随手一拍，都是自带滤镜的复古大片，妥妥 的"时光胶囊"。 二是极地公园蓝色小镇和太阳岛俄罗斯风情小镇，主打浪漫小镇风。"从纳霍德卡到舍夫沙万"，欧亚特 色建筑搭配"尔滨"秋日晴空，特别治愈、特别出片。 三是深哈园区和敷尔佳工业园，主打赛博工业风。5公里楼宇观景连廊，以隐藏版盗梦空间蹿红朋友 圈。加州风格肯德基，是机车爱好者的打卡胜地。深哈楼顶森林剧场，江景街景一键转换。敷尔佳工业 园，一边观摩生产，一边打卡出片，还可以打包带走敷尔佳面膜。 四是林达世界欢乐城和哈尔滨天鹅大剧院，主打欧陆风情。哥特、巴洛克式风格建筑，极具异域特色， 是欧陆风情旅拍的最佳去处，绝对值得现场体验。 五是大剧院"一步一世界"平台夜景和波塞冬美人鱼剧场，主打景观与色彩极致融合，是近期小众旅拍的 两大新锐爆款，出片效果惊艳，值得一试。 5 条甜蜜约会秘径， ...

Core Insights - The "Zhongcao Direct" advertising feature on Xiaohongshu is now open to all brands, allowing direct links to Taobao and Tmall, enhancing the commercial tool's accessibility [1][3] - This feature connects Xiaohongshu's product recommendations directly to major e-commerce platforms, facilitating immediate purchases and providing brands with real-time data to optimize their marketing strategies [3] Group 1 - "Zhongcao Direct" has shown significant results since its pilot in May, generating substantial GMV for numerous brands, including Ulike and DearMom, with some achieving over 1 million GMV [3] - Brands using "Zhongcao Direct" alongside traditional advertising saw a 76% increase in store visit efficiency compared to using either tool alone [3] Group 2 - During the 618 shopping festival, brands like Fulejia successfully utilized a combination of "Zhongcao" and "Zhongcao Direct" strategies, resulting in over 10 million in incremental sales and a 28% improvement over pure "Zhongcao" efforts [4] - The "Zhongcao Direct" feature is expected to benefit brands during the upcoming Double 11 shopping festival, enhancing their ability to convert Xiaohongshu's content into tangible sales [4]

Core Insights - The second "Grass Planting Awards" by Xiaohongshu showcased 533 case submissions from 395 brands across 85 industries, with Beike, beU, and Yike Da winning the top awards [1] - Beike saw a year-on-year increase of over 24 times in transaction volume on Xiaohongshu, contributing to its lead in media-generated leads [1] - New brands like Yike Da and beU have successfully leveraged Xiaohongshu for growth, with Yike Da achieving a total sales increase to 1 billion and beU's GMV growing by 43 million in the past year [1] Group 1: Xiaohongshu's Marketing Innovations - Xiaohongshu's "Lingxi" platform provides intelligent insights and metrics, allowing brands to better understand market trends and consumer opportunities [3][5] - The platform is now available for free to all registered brands, particularly benefiting small and medium-sized businesses [3] - The "Grass Planting Direct" feature was officially launched to enhance the efficiency of the marketing process, allowing brands to track and optimize their investments more effectively [10][12] Group 2: Brand Growth Strategies - Brands utilizing the "Lingxi" platform have reported significant growth, with Hisense's new product achieving over 80 million GMV in three months, largely attributed to insights from Lingxi [5][6] - The platform helps brands identify new market segments, such as the growing interest in gaming among TV consumers, allowing for targeted marketing strategies [6][7] - The combination of "Grass Planting" and "Grass Planting Direct" has proven to be an effective strategy, with brands experiencing a 28% improvement in ROI compared to traditional methods [10][12] Group 3: Market Trends and Consumer Insights - The awards highlighted a clear upward trend in consumer goods, lifestyle services, and internet content services, particularly among emerging brands [1] - The Lingxi platform's recent upgrades allow brands to measure brand awareness and reputation across various industries, enhancing their marketing strategies [9] - Brands are increasingly focused on understanding the effectiveness of their marketing efforts, shifting from "how to plant grass" to "how effective is the grass planting" [12]