Xiaohongshu’s Double 11 is a little different!

During this Double 11, Xiaohongshu brought a unique shopping carnival, providing users and merchants with new experiences and growth opportunities through innovative online blocks and stamp collection methods.

This year, the Double 11 activities of major e-commerce platforms started early. During this period, Jianshi noticed that Xiaohongshu’s Double 11 was a little different!

Xiaohongshu’s Double 11 event “Once-a-year shopping spree” officially kicks off today. This is the first shopping festival launched since Xiaohongshu proposed the positioning of lifestyle e-commerce.

Compared with last year's Double 11, Xiaohongshu has added many innovative ways of playing this time, which is also a bold innovation of the traditional Double 11 shopping festival model.

For example, Xiaohongshu has really “moved” offline blocks online! During this Double 11 event, Xiaohongshu launched five themed online blocks: Random Laughing, Everyone Showroom, Asian Street, Impulse Bar, and Lotto Carnival, covering multiple aspects from light entertainment to trendy culture.

Previously, Xiaohongshu COO Conan mentioned that Xiaohongshu e-commerce is a "lifestyle e-commerce", and Xiaohongshu's double-column waterfall flow gives people the feeling of offline shopping. There is very diverse content on both sides of the street. Each note is like a store, and the cover is like a window. When you walk in, you can see a certain aspect of everyone's life.

The innovation of this Double 11 event is based on the unique positioning and insight of the platform.

Currently, the first of the five blocks, "Suibianxiaochang", has opened for business. Users can enter the event homepage through the Xiaohongshu app-My-Shopping-Shopping Map entrance to participate in the event.

In addition, Xiaohongshu has also moved the offline stamp collection gameplay online, enhancing user participation and shopping fun. Users can collect stamps while shopping, that is, collect stamps while watching live broadcasts. After experiencing it, it was found that after entering the live broadcast room of the store participating in the event, you can see your stamp collection progress indicator.

As long as you watch the live broadcast for 60 seconds and follow the anchor, you can get the exclusive stamp of the current store. Collect at least 50 stamps to get the gift redemption qualification. This gameplay is to encourage users to actively watch more live broadcasts and follow more anchors. While improving user stickiness and activity, it also brings more attention opportunities for merchants.

It is worth mentioning that one of the purposes of Xiaohongshu’s launch of this innovative shopping method is to help more treasure shops and live broadcast rooms to gain popularity and attract more young users.

Among the requirements for entering the block released by the official authorities previously, there are requirements for a live broadcast room that is relaxed and happy, good at chatting and telling jokes; a live broadcast room with beautiful people, beautiful products, and beautiful designs; a live broadcast room with cost-effective items such as beautiful peripherals, toys, cute pet clothing, student party clothing, etc.; a live broadcast room with handicrafts, artistic trendy toys, etc.

In addition, at the launch meeting at the end of September, Gintoki, head of Xiaohongshu's e-commerce operations, said that in the past, people's perception of Double 11 was more of a node for low-price promotions throughout the year, but they are also thinking about what users need most at this node.

So this time we did a lot of planning and designed online blocks with different themes. We incentivized merchants and buyers through various activities, made the products content-based, and allowed users to continue shopping in the community.

Jianshi believes that unlike the "stereotyped" Double 11 promotion methods of most platforms, Xiaohongshu's new Double 11 "shopping" method is a very unique attempt. It not only brings a fresh shopping experience to users, but also provides merchants with new opportunities for growth.

What do you think? Have you ever been shopping on Xiaohongshu? Please leave your comments in the comment section.