Xiaohongshu now supports traffic-generating mini-programs

Xiaohongshu is accelerating its commercialization pace, and the newly launched trading card function is a reflection of this trend. This article will delve into the details of Xiaohongshu's trading card function, its impact on merchants and user experience, and the strategic considerations behind this new function.

According to LaiGu AI (Xiaohongshu's official authorized tool), Xiaohongshu's new trading card function is expected to be fully opened in March.

As the name suggests, transaction cards are newly added connection cards in private message conversations. After going online, merchants can configure the three-party link into a card format and actively send it when communicating with users in private messages.

By clicking on the card, users can jump to the WeChat mini program/Meituan/Ctrip with one click to obtain information, conduct transactions and fulfill service contracts.

Merchants only need to log in to the [Professional Account Platform], click [Marketing Tools] - [Customer Acquisition Tools] - [Transaction Card] to edit the card content and configure it. [Publish] After being approved, the newly created transaction card will be displayed in the business card management list, and can be edited, copied or deleted later.

In the past, due to the non-standardization of lead services and the complexity and variety of merchant service products, after the initial establishment of communication between users and merchants, the final transaction often turned to off-site transactions, resulting in long conversion links and low efficiency.

The emergence of transaction cards shortens the conversion path, reduces user loss during the conversion process, and can also be deeply integrated with merchant business scenarios.

In terms of user experience, transaction cards save users the tedious steps of manually copying text links, searching and searching, and enable one-click calling of the terminal.

In addition, the combination of trading cards and AI has three major breakthroughs:

First, AI can replace manual work, automatically send transaction cards, and jump to multiple third-party platforms to form a closed loop for customer acquisition;

Second, AI can deeply learn brand words, automatically generate industry or scenario words, and respond to customers in seconds 24 hours a day, just like a real customer service representative.

Third, AI can automatically mark intended/unconverted users, and send transaction cards in batches through secondary private messages at regular intervals to further tap into potential customers and achieve smart fan tracking.

Currently, this function is still in the commercial testing stage and only supports WeChat mini-program links. It is estimated that it will be opened to Meituan and Ctrip in the future.

According to Laigu AI, the transaction card function is currently only available to enterprise accounts and KOS accounts, and professional accounts in the first-level industries of finance, medical health (including medical beauty), 3C and electrical appliances, clothing accessories, beauty and personal care, mother and baby, daily necessities, and food and beverages are not temporarily allowed to be reported.

It is worth noting that since January, when the "private message customer acquisition tool" was defined as the only path, it only supports sending phone calls, corporate WeChat, and personal WeChat business cards. If all transaction cards are launched online, it means that Xiaohongshu is strictly guarding the "traffic outlet" while also expanding the conversion links to more third-party pages such as mini programs, Meituan, and Ctrip.

The decision to open up enterprise accounts and KOS accounts to the public first is the result of dual considerations of commercial monetization and platform regulations.