Core Insights - Xiaohongshu's new business "Zhongcao Zhida" has achieved significant sales results within its first five months, with over 100 products generating sales exceeding 10 million and nearly 1000 products surpassing 1 million during the Double 11 shopping festival [1][2] - The platform's strategic partnerships with major e-commerce platforms have enabled seamless transitions from content to purchase, enhancing user experience and driving sales [2][3] Sales Performance - Notable products include Haier's Yunxi washing machine with nearly 200 million in sales, Little Swan's washing and drying set exceeding 50 million, and TCL's T7L television surpassing 30 million [1] - Xiaohongshu's "Zhongcao Zhida" has helped brands achieve top rankings in various e-commerce categories, such as Haier's washing machine topping JD's washing machine category and HBN's facial cleanser leading Tmall's facial cleanser list [2] Brand Strategy - Brands have reported a 76% increase in store entry efficiency when using "Zhongcao" alongside "Zhongcao Zhida," leading to a doubling of participating brands compared to the previous shopping event [3] - For example, Naturando's targeted strategy for its high-demand products resulted in over 300,000 orders on the first day of pre-sale, with both featured products achieving over 100 million in sales by November 11 [3] Support for Emerging Brands - Xiaohongshu's ecosystem has significantly aided new brands, such as the ergonomic chair brand "Qingxian," which achieved over 10 million in sales during Double 11 and doubled its brand search volume [4] - The integration of "Zhongcao Zhida" allows brands to optimize their marketing strategies based on real-time conversion data, leading to more stable business growth [4][5] Market Impact - "Zhongcao Zhida" addresses the challenges brands face in the final conversion stage, enhancing the effectiveness of marketing efforts and enabling better sales outcomes for quality products [5]

Core Insights - The article highlights a structural transformation in China's beauty market during the 2025 "Double Eleven" shopping festival, emphasizing a shift from short-term volume to long-term value, where companies with genuine technological barriers and sustainable growth models will prevail [1][15] - Natural Hall Group stands out in this competitive landscape, achieving significant pre-sale rankings on major platforms like Tmall and JD, showcasing strong user engagement and private domain operation capabilities [1][3] Company Strategy - Natural Hall Group has successfully implemented a "technology-driven, multi-brand synergy" strategy, moving beyond reliance on a single brand to create a comprehensive beauty brand ecosystem that covers various market segments from mass to premium [3][5] - The main brand, Natural Hall, serves as the cornerstone of this ecosystem, focusing on high-tech products derived from Himalayan natural resources, and has expanded its product lines to include skincare, makeup, masks, personal care, and men's grooming [3][5] Brand Performance - Sub-brands under Natural Hall, such as Meisu and Pofuyan, have shown strong performance in their respective niches, with Meisu targeting the mid-to-high-end mature skin market and Pofuyan focusing on sensitive skin care [5][7] - The brand Yichu has made significant strides in the baby care segment, achieving breakthrough growth with innovative products developed in collaboration with medical institutions [5][7] Technological Innovation - Natural Hall Group has prioritized R&D at the upstream of the supply chain, developing proprietary ingredients through partnerships with national institutions, significantly reducing reliance on expensive imported materials [8][9] - The introduction of the HiMurchaSin® ingredient, derived from Himalayan yeast, exemplifies the company's commitment to innovation, allowing for cost-effective production and a competitive edge in the market [9][11] Digital Transformation - The company has advanced its digital capabilities through a comprehensive digital transformation strategy, enhancing supply chain efficiency and customer engagement via a unified inventory system and various information management systems [12][13] - The DTC (Direct-to-Consumer) model has gained traction, with a significant portion of revenue coming from direct sales channels, reflecting the company's growing control over user assets and brand management [14][15] Market Positioning - The performance during the 2025 Double Eleven festival is viewed as a testament to Natural Hall Group's long-term strategic investments in R&D, brand differentiation, and digital integration, positioning it favorably in the competitive beauty industry [15] - The company's approach emphasizes sustainable growth through product innovation and a diversified brand portfolio, which is crucial in a market characterized by declining traffic bonuses and more rational consumer behavior [1][15]