Core Insights - Taobao Tmall has signed a strategic cooperation with Xiaohongshu to launch the "Red Cat Plan," aiming to enhance the integration of their platforms and facilitate the entire process from product discovery to purchase [1] - The collaboration builds on previous efforts, with data showing a 20% increase in click-through rates and a 109% increase in interaction rates for brand merchants on Xiaohongshu over the past year [1] - The "Red Cat Plan" includes the establishment of a shared account for brand merchants, allowing them to track the effectiveness of their marketing efforts and improve advertising efficiency [1] Group 1: Marketing Strategy - The partnership addresses key challenges in the e-commerce marketing sector, particularly in measuring the value of "grass planting" and optimizing its effectiveness [2] - Taobao Tmall aims to provide a scientific approach to "grass planting," moving away from superficial metrics like likes and exposure to ensure that marketing investments lead to tangible business growth [2] - The collaboration allows brands to gain comprehensive insights into the effectiveness of their marketing efforts across various platforms, enabling more precise operational strategies [2] Group 2: Investment and Accessibility - The entry threshold for participating in the "grass planting" marketing has been significantly lowered, with the minimum investment reduced from 50,000 yuan to 0 yuan, and the number of tasks increased from 30 to 50 [3] - Taobao Tmall has introduced various incentive mechanisms to encourage brands to engage in joint marketing efforts, providing different levels of traffic and conversion support [3] - The ongoing collaboration with social media platforms is part of Taobao Tmall's broader strategy to enhance external traffic and support brand growth, with over 200 partnerships established with various internet platforms [3]

Group 1 - The core viewpoint of the news is the strategic cooperation between Taobao Tmall and Xiaohongshu to enhance brand merchant marketing through a unified platform, improving efficiency and consumer interaction [1][2] - The collaboration will involve the establishment of a tri-party account, allowing brand merchants to track the entire process from "grass planting" to order placement, thereby optimizing advertising effectiveness [2][3] - Taobao Tmall plans to increase investment in promoting merchant "grass planting" notes and will introduce a new "advertising link" feature under notes to drive traffic directly to Taobao Tmall stores [2][4] Group 2 - The "grass planting" economy has transitioned from unregulated growth to a more structured approach following the implementation of the Internet Advertising Management Measures [3] - Taobao's strategy includes a comprehensive solution for effective "grass planting," focusing on external media collaboration and internal conversion to create a closed-loop system for business growth [3][4] - Data indicates significant growth in engagement metrics, with a 20% increase in click-through rates and a 109% increase in interaction rates for Taobao Tmall brand merchants on Xiaohongshu over the past year [4]