Core Viewpoint - The Harbin Autumn Tourism Series aims to enhance visitor experience by introducing customized travel plans and new attractions, focusing on diverse themes and activities for tourists [1][6]. Group 1: New Attractions and Experiences - Harbin has launched five distinct themed hotspots to cater to tourists' photo-taking needs, including retro, romantic, and cyber-industrial styles [3]. - The five hotspots include: 1. Harbin Old Shipyard, featuring nostalgic scenes from the 1980s [3]. 2. Polar Park Blue Town and Sun Island Russian Style Town, emphasizing romantic aesthetics [3]. 3. Shenha Park and Fulejia Industrial Park, showcasing cyber-industrial themes [3]. 4. Linda World Happy City and Harbin Swan Grand Theatre, highlighting European architectural styles [3]. 5. The Grand Theatre's "One Step One World" platform and Poseidon Mermaid Theatre, known for stunning night views [4]. Group 2: Romantic and Leisure Activities - Five "Sweet Date Secret Paths" have been introduced for couples, covering various romantic and festive experiences [4]. - The paths include: 1. Maple Leaf Hot Spring and Ancient Style Market for a cozy atmosphere [4]. 2. Rongchuang Night Park and Expo Road Night Market for lively nightlife [4]. 3. Theatre Promenade and RV Camping for scenic relaxation [4]. 4. "One Road of Fragrance" Painted Road and Sunset Cableway for romantic sunset views [5]. 5. Galaxy Water World and Silver Water Bay Park for indoor water activities [5]. Group 3: Educational and Rural Tourism - Three educational routes have been designed for different age groups, including visits to the Sun Island Panda Pavilion and Northeast Tiger Park for younger students [5]. - Three recommended rural tourism spots include: 1. Shanhou Village for wellness experiences [5]. 2. Yulin Village for local cuisine [5]. 3. Xinglin Village for fruit and vegetable picking [5]. Group 4: Winter Activities in Autumn - Four indoor ice and snow venues remain open, allowing visitors to enjoy winter sports even in autumn [6]. - The venues include Hot Snow Miracle Skiing, Ice Sports Center, Dream Ice and Snow Pavilion, and Sun Island Ice Art Museum [6].

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]