Xiaohongshu focuses on local life and launches multiple supporting tools

Xiaohongshu is rapidly expanding into the local life sector and launching a number of new tools to strengthen its commercialization capabilities. This article will detail the local life tools recently launched by Xiaohongshu, including city opening, group purchase support, private messaging optimization, and the iteration of regional targeting capabilities. These measures mark Xiaohongshu's efforts and innovation in the local life sector.

It is not difficult to see that local life will be the focus of Xiaohongshu next year

Xiaohongshu is making commercial layout around local life. In the past two months alone, it has updated more than a dozen supporting tools. The speed of progress is astonishing.

Today, let’s share what new tools Xiaohongshu has launched for local life

1. 49 cities fully open up to support online local group buying

Previously, Xiaohongshu Local Life was only available in 5 cities: Beijing/Shanghai/Guangzhou/Shenzhen/Chengdu

Currently, 49 cities have been opened at once: Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu, Hangzhou, Chongqing, Wuhan, Xi'an, Suzhou, Tianjin, Nanjing, Changsha, Zhengzhou, Dongguan, Qingdao, Hefei, Ningbo, Foshan, Kunming, Shenyang, Jinan, Wuxi, Xiamen, Fuzhou, Wenzhou, Jinhua, Harbin, Nanning, Dalian, Quanzhou, Shijiazhuang, Guiyang, Nanchang, Changchun, Huizhou, Changzhou, Jiaxing, Xuzhou, Nantong, Taiyuan, Baoding, Zhuhai, Zhongshan, Linyi, Lanzhou, Shaoxing, Weifang, Yantai

In addition to opening cities, local group purchases are also available online. Currently, catering businesses are exempt from deposits, and technical service fees also provide phased discounts.

2. Private messaging lowers the threshold and optimizes the process

Although the adjustment of the private messaging tool is also beneficial to merchants who attract customers, it is more effective for local life merchants. After all, merchants who attract customers are basically focusing on investing in customers, and the monthly average consumption threshold is basically not a problem. Only local life merchants have not invested much and the threshold is difficult to reach. If the threshold of private messaging is lowered, it will become a basic supporting tool for all local life merchants, which will be more helpful to improve the marketing efficiency of Xiaohongshu.

The private messaging tool has been reduced from the original cost of no less than 3,000 yuan for "customer leads" in the past 30 days to a cost of only 100 yuan per day.

In addition to the official professional accounts, KOS that meet the requirements also have basic capabilities and permissions (welcome message, shortcut menu, private message reply dialogue, etc.)

In addition, Private Message has begun to support third-party customer service tools (including third parties with AI conversation capabilities). This capability allows some merchants who do not have dedicated customer service to use the capabilities of third-party AI customer service tools to quickly reply to users with standard words in different scenarios.

Simply put, the upgrade of Private Message has lower thresholds and higher efficiency for local businesses.

3. Regional Targeted Capability Iteration

Previously, geographic targeting could only target users’ permanent locations, that is, users who have lived in the area for the past 30 days. However, in this case, users who have not yet arrived but have plans to travel to the area in the near future would be difficult to reach.

Now, after the iteration of regional targeting capabilities, the users that can be reached include not only those who live in the area, but also those in the real-time location. The plan is to target the user's permanent location + real-time location for delivery. The permanent location and real-time location are targeted as a union relationship, which can cover both real-time and permanent location users at the same time, helping merchants to maximize the reach of target groups

4. Expansion of POI Crowd in Local Business Circles

This tool is very powerful. By selecting a business district, the system will automatically match the longitude and latitude and echo them, reaching users within 3km, 5km, and 10km of the business district. From now on, local life businesses also have a tool for precise reach.

Moreover, this group of people is not the group that searches or posts notes with POI, but the group that has actually been to the business district. The time can be 30 days or 60 days, which can be said to be very accurate.

In addition to the above tools, there are also tools such as note store capsules, store support authorized account promotion, and increased development planning regional targeting. In short, the local life commercialization of Xiaohongshu has been gradually improved. Based on so many high-quality tools, many efficient strategies unique to local life have also been generated. We will also keep an eye on relevant information, and welcome everyone to communicate and share with us.