Is there a chance for Xiaohongshu to win the Double 11? How to do it?

The annual Double 11 Shopping Festival is approaching, and the e-commerce industry is preparing for it. As a new force preparing for Double 11, how will Xiaohongshu perform this Double 11? This article summarizes Xiaohongshu's latest gameplay. Let's take a look at how it prepares for Double 11.

As the annual Double Eleven shopping festival approaches, China's e-commerce industry has set off wave after wave of preparations.

This year, Xiaohongshu has also actively participated in this e-commerce feast. As a new force preparing for Double Eleven, Xiaohongshu is striving to achieve its own breakthroughs and accelerate the improvement of the closed-loop e-commerce platform through a series of policies and resource investments.

On September 26, the "2023 Xiaohongshu Double Eleven E-commerce Partner Mobilization Meeting" was held. Xiaohongshu announced that it will invest tens of billions of traffic support and hundreds of millions of subsidies during the Double Eleven period, and launch "2 matchmaking plans, 3 live broadcast methods, and 8 support policies" for merchants and buyers at different stages to fully support the growth of buyers and merchants.

This is the first time that Xiaohongshu e-commerce has announced its development strategy to the public at the end of August, and the first time it has made a full effort on Double Eleven. Because Xiaohongshu's audience is high-quality, it will have a great impact on merchants, brands, and companies in marketing, selling goods, and product promotion on Xiaohongshu.

After reading the series of policies released by the authorities, it is inevitable that Xiaohongshu will plan for Double 11.

The article is quite long, so please take your time to read it. The third, fourth and fifth parts are the highlights.

This year marks my 7th year of working on Xiaohongshu marketing. Xiaohongshu has undergone great changes in its business approach, so I hope companies can learn the latest ways of playing from Xiaohongshu!

1. Six major industry trends of Xiaohongshu

According to Xiaohongshu's annual life trend report, Xiaohongshu users are more inclined to "engage in real life". You can open your Xiaohongshu and find that pre-prepared meals and internet celebrity check-in restaurants are not so popular anymore. Instead, small restaurants hidden in alleys and known only to locals have long queues.

Local specialties have been widely promoted by netizens, and consumers are more willing to pay for foods such as Nanchang mixed noodles and Liuzhou snail noodles.

Xiaohongshu, a platform that brings together young trendsetters, fashion brands and original content, has already made its mark in China's social e-commerce sector.

Its user group is mainly young, which is exactly the target customer that e-commerce merchants dream of, among which users born after 1990 account for a relatively high proportion.

This generation of young people has strong demands in areas such as fashion, beauty, and lifestyle, and has therefore become the target customers of many brands.

In addition to being young, Xiaohongshu users are also known for their high net worth. These users usually have higher spending power and tend to buy high-quality products and experiences, which is an extremely attractive market for merchants.

Xiaohongshu focuses on original user-generated content, where users share their shopping experiences, lifestyle advice, beauty tips, etc. The generated content has great persuasiveness in social e-commerce.

These users are keen to share and review their shopping experiences, and this high level of engagement provides huge opportunities for Double Eleven promotion and marketing.

When most users buy a product, they will first search for keywords on Xiaohongshu and browse 10+ notes. They will judge whether the product is worth buying by reading pictures, videos, and comments. If they feel that the product is suitable for them after all the operations, then they will choose to buy it.

Because users have needs, they will search.

Let’s take a look at the industry trends of Xiaohongshu’s six tracks: underwear, 3c, pets, food and beverages, health, and mother and baby. The content is excerpted from Xiaohongshu’s August monthly report.

1) Xiaohongshu underwear industry trends

Sports bras, big-breasted bras, and seamless bras are in a competitive sea, with a large number of brands and an average click price that exceeds the market, especially big-breasted bras, where bidding competition is fierce;

Given the fierce competition, brands can more precisely target audiences, such as bras for specific sports types or the needs of women with large breasts. This helps increase click-through rates and conversion rates for ads.

Thermal underwear, lace underwear, size-free underwear and adjustable underwear are in a competitive blue ocean. There are few brands entering the market and the click price is low. It is recommended that brands make arrangements in advance.

Although there are relatively few brands of small-breasted bras and breast stickers, the average click price exceeds the market, and the search popularity of breast stickers is relatively high, so you can continue to pay attention to related hot spots on the site;

The search volume for breast sticker ads is high and the number of brands is small, so there is still a certain amount of traffic depression;

Since the search volume for breast sticker ads is relatively high and the number of brands that can place ads is limited, brands can consider increasing placements in this area, especially when user demand is high, such as during specific seasons or promotional events. While breast stickers are widely used in the summer, the placement can be appropriately reduced in the fall and winter.

(Displayed by Xinhong Data under Xinbang)

Data from the past 30 days show that underwear ranks at the top in terms of interaction volume, with a total interaction volume of 924.89w and 62,400 related notes. Users and bloggers have a high desire to share underwear, and with the change of seasons, user demand has also increased relatively.

2) Xiaohongshu 3C industry trends

According to the monthly report, among small appliances, air fryers account for the majority of searches, with a slight increase in recent times, while the search trends for other categories remain stable. Among large appliances, refrigerators and air conditioners account for the majority of searches.

The search volume for washing machines and air conditioners is in the leading position, while the search volume for air conditioners has dropped significantly; the search volume for mobile phones in the digital technology category is in the leading position, showing an upward trend, while the search volume trends of other categories fluctuate slightly;

In the personal care category, searches for hair dryers, curling irons, and electric toothbrushes lead the way and show an upward trend. Monthly search trends for other categories are all on the rise. The competition landscape of the 3C industry changed significantly in August. More and more companies began to enter the 3C digital technology field, including mobile phones, computers, and headphones, leading to fierce competition in mobile phones.

3) Trends in the pet industry on Xiaohongshu

After the 618 promotion, the popularity of the cat and dog food market declined. In August, the trend was stable with some progress. The attention to domestic food gradually recovered. Age-related words were universal, and many brands were on the top 50 hot search terms for cat and dog food. Evaluations, rankings, cost-effectiveness, and brand building attracted the attention of the audience in the domestic cat and dog food market.

Cat canned food ranked first in search volume in August, and the gap between it and cat strips narrowed slightly; cat meal and freeze-dried food remained in third and fourth place, and the search volume for cat food increased in August;

Among the cat food categories, baked cat food continued to gain popularity in August and still ranked first, with the gap between it and the second-place freeze-dried cat food widening compared to July; air-dried and fresh meat cat food ranked third and fourth, with a relatively stable trend;

[The following is the data related to the interaction volume of the pet category]

(Displayed by Xinhong Data under Xinbang)

4) Xiaohongshu’s food and beverage industry trends

The food and beverage industry continued to heat up in August, with the CPC of pre-prepared dishes dropping significantly. Competition in the alcohol category was fierce and the CPC increased. The snack food sector was affected by festivals, with moon cakes, Chinese Valentine's Day cakes and other holiday products attracting more attention.

The city characteristics of the wine track have received more attention, such as drinking in Chengdu, drinking in Nanjing, and drinking in Hangzhou have become hot search terms.

[The following is the data related to the interaction volume of the food and beverage category]

(Displayed by Xinhong Data under Xinbang)

5) Xiaohongshu’s health industry trends

As users pursue a healthier lifestyle, there is a growing demand for fitness plans, dietary advice, nutritional supplements and other content. Brands can work with fitness experts and nutritionists to provide useful information on healthy eating and exercise.

Mental health content is also becoming more and more popular among users, and users are paying more attention to mental health issues. When laying out, you can provide emotion management skills, mental health advice and support to establish a deeper emotional connection with users.

As autumn approaches, searches related to [oral ulcers] begin to grow. "Functions and effects" and "side effects" are still the health care product topics that users are most concerned about. Content for vitamins, calcium tablets and other products can be continuously deployed.

6) Xiaohongshu’s maternal and infant industry trends

With the increase in young parents, they are more willing to share parenting experiences and obtain educational information through social media platforms such as Xiaohongshu. Users pay attention to products made of environmentally friendly materials and environmentally friendly parenting methods.

Useful information about parenting knowledge and education spreads quickly, and users are more likely to collect, comment on, and follow it.

[The following is the data related to the interaction volume of maternal and infant categories]

(Displayed by Xinhong Data under Xinbang)

With less than a month left before the Double Eleven pre-sale period, merchants and brands are conducting targeted marketing based on the target group’s search habits and interests, while leveraging the marketing trends of each track to formulate scientific strategies.

The efficient implementation of KFS content strategy is crucial to the successful marketing of important nodes such as Double 11.

Science Select blogger (KOL) cooperation:

Determine your target audience and product characteristics. Choose KOLs that are highly relevant to the interests and needs of your target audience, and make sure their audience overlaps with your potential customers.

Consider building long-term relationships with KOLs, not just short-term collaborations. This helps build deeper trust and loyalty.

Comprehensive layout of high-quality content:

Provide various types of content, including text, pictures, videos, stories, etc., to meet the reading and consumption habits of different users.

Creating valuable content is not just about product promotion. Users are often looking for information about how to use the product, how to solve problems, how to pair it with other products, etc.

Further expand exposure through information flow delivery, and use Xiaohongshu's advertising function to widely disseminate content to more users. Customize ads to ensure that the content is relevant to user interests.

Encourage users to interact with the content, such as liking, commenting, sharing, etc., to increase the exposure of the content in the information flow.

Extend the life cycle of your notes and regularly update and maintain your content to ensure that they remain visible on the platform. This can be done by adding new information, responding to comments, or linking to current hot topics.

Create long-lasting content that remains engaging over time. This helps attract new users and keeps existing users engaged.

Card search traffic (SEM) seizes the core front position:

Plan high-frequency words related to your product in advance to ensure that your content appears at the top when users search.

Before important events such as Double 11, develop a carefully planned detonation point. This can be a special promotion, a limited-time discount, or an exclusive content release in collaboration with a KOL.

Make sure your SEM strategy is targeting users with purchasing intent. This can be achieved through targeted advertising and keyword adjustments.

2. Why do consumers choose to trust Xiaohongshu?

Xiaohongshu mainly features user-generated content, which means that most of the information comes from ordinary consumers rather than advertisers.

Users share their real shopping experiences, product reviews, lifestyle advice and beauty tips on Xiaohongshu, and this user-generated content is often more credible because it is based on personal experience rather than written for marketing purposes.

Users often share real products they use, showing how the product works and looks. This real-life product display is very valuable to potential buyers because users can see how the product works in actual use, rather than just relying on advertising or photos.

Secondly, its algorithm recommends relevant content and products to users based on their interests and browsing history. This means that users often see content that is closely related to their interests, and this personalized recommendation makes it easier for users to find products and suggestions that interest them.

As a social platform, users can interact, ask questions and discuss with other users. This community interaction enables users to obtain advice, answers and feedback from other consumers, which is often more convincing than traditional advertisements or information on product pages.

From the perspective of beauty and makeup, the sharing of useful information, evaluation videos, and tutorials by experts provide users with skills and knowledge.

From the analysis of the maternal and infant track, mothers can learn more about the experience of healthy child-rearing on Xiaohongshu;

From the perspective of travel, friends who have travel plans or are planning to travel can directly copy homework and learn some knowledge to avoid being cheated.

Users can see the actual usage of the product on Xiaohongshu. This visual experience makes it easier for them to understand the characteristics and effects of the product.

Consumers choose to trust Xiaohongshu because it provides a shopping and lifestyle information platform that is authentic, interesting, personalized and diverse, making it easier for them to make informed purchasing decisions.

At the same time, Xiaohongshu’s social interactions and user-generated content make users feel they trust each other, enhancing the platform’s credibility.

Compared with other e-commerce platforms, what competitive advantages does Xiaohongshu have?

First, Xiaohongshu has a young, high-net-worth user group. According to data, among Xiaohongshu's active users, those born after 1990 account for as high as 72%, and users from first- and second-tier cities account for more than 50%. This means that merchants can acquire high-net-worth users at a relatively low cost.

Secondly, Xiaohongshu provides sellers with powerful tools to attract users with its high-quality content and natural shopping guide scenarios.

Xiaohongshu has just proposed "Xiaohongshu buyers". These buyers are different from ordinary anchors. They have their own tastes and insights. They will not make money for the sake of making money, but will recommend products to their fans and users because they like them.

Xiaohongshu buyers are able to meet users' more diversified needs, thus establishing a differentiated competitive advantage.

3. Xiaohongshu prepares for Double 11 with three strategies

10 billion traffic exposure incentives

During the entire Double 11 period, Xiaohongshu will provide merchants and buyers with one of the primary resources: tens of billions of traffic exposure incentives. This incentive covers multiple key areas of the platform, including live broadcasts, notes, search, malls, and main venues, bringing merchants and buyers a wide range of exposure opportunities.

Whether it is delivering product information through live broadcasts, publishing original notes, or increasing visibility through search engines, merchants will benefit from the huge traffic pool and lay a solid foundation for successful sales on Double Eleven.

1. Billion-level platform subsidies: the magic of coupons

Secondly, Xiaohongshu will provide a platform subsidy of 100 million yuan. This measure reduces users' decision-making costs and improves merchants' conversion rate by issuing coupon subsidies. During the Double Eleven period, consumers are often attracted by a large number of coupons, which provides them with more purchasing power.

For merchants, this is an unparalleled opportunity to increase sales by attracting more users.

2. Thousands of excellent buyers resources

The third one is what Xiaohongshu released some time ago: Xiaohongshu’s “Buyer Era”. These buyers have extensive influence and purchasing power, and will provide merchants with more sales channels and choices.

During the preparation period for Double Eleven, buyers will become effective partners of merchants, and achieve win-win results through joint cooperation. This integration of resources will help promote more high-quality products into the market and meet the diversified needs of users.

3. Innovation plan: Flash buyer and brand plan

In addition to the above resources, Xiaohongshu has also proposed two innovative plans, namely the "Shining Buyer Plan" and the "Shining Brand Plan".

During the water storage period, buyers and brands will be accurately matched to achieve "two-way cooperation". This precise cooperation will help brands better utilize the influence of buyers to promote product sales, while also giving buyers more opportunities to cooperate with high-quality brands.

4. Three ways to play live broadcast: increase booking volume and promote conversion

In order to further promote Double Eleven sales, Xiaohongshu also proposed three live broadcast methods.

This includes making an appointment to receive red envelopes, grabbing red envelopes at the top of the hour, and grabbing red envelopes through selected live broadcasts. Through these innovative gameplays, they helped merchants increase the number of live broadcast appointments and effectively promoted sales conversion. The appeal of red envelopes not only brings fun to users, but also encourages more interaction and shopping behavior.

Xiaohongshu's 100 billion traffic support and innovation plan in preparation for Double Eleven will bring more opportunities and resources to merchants and buyers, improve sales efficiency, and also provide consumers with more Double Eleven shopping fun.

This preparation plan is expected to further consolidate Xiaohongshu's closed loop in the field of social e-commerce and become an important member of the Double Eleven e-commerce campaign.

4. Brands deploy Xiaohongshu to get ahead

Compared with short-term growth and single transactions, Xiaohongshu e-commerce focuses more on long-term growth of brands, which means building a deep relationship between brands and fans, not just a one-time transaction.

Xiaohongshu implements omni-domain operations, with both public and private traffic, allowing brands to better grasp and manage their own consumer groups by establishing direct contact with fans.

Xiaohongshu e-commerce uses exciting note content to attract and retain fans. This approach helps provide valuable information, enhance brand influence, and cultivate loyal consumers. At the same time, it also values ​​account fans and regards them as the brand's private domain traffic. These fans may become consumers who continue to repurchase and bring sustainable income to the brand.

By omni-channel operations, diversified content and traffic management, emphasizing long-term brand value and ongoing customer relationships, brands can establish a more robust and lasting e-commerce business, in stark contrast to short-term strategies that rely solely on traffic purchases. This comprehensive approach to operations is expected to bring brands more long-term success.

With the rise and continued growth of Xiaohongshu in the social commerce space, here are some tips on how to get ahead of the curve and compare your own marketing strategy to see what steps you’re not taking:

1. Create a hit product

Select the hot-selling products to be promoted on Double 11, and clearly position their unique selling points in the market. Cooperate with influential bloggers on Xiaohongshu and ask them to review and promote the hot-selling products to ensure that the positioning of the bloggers and the products is consistent.

You can also build a brand community and encourage users to share their stories, photos or videos related to the popular products, which will strengthen the emotional connection between users and the products.

The creation of a hit product is based on the continuous output of high-quality content on the basis of the volume of notes, with the aim of better exposing the brand/product to users.

2. SEO precise positioning

1) Use tools to conduct keyword research and find high-search volume keywords related to brands and products; usually use the keyword tool of the Juguang platform to view upstream and downstream keywords, and use word-to-word to view the monthly search volume of keywords.

2) Ensure that each note has relevant tags, which will increase the visibility of the content in the search results of Xiaohongshu; at the same time, the quality of the content is the key to SEO. Ensure that the content is valuable and can attract users and solve their problems. Xiaohongshu operators and influencers can appropriately implant keywords in the notes they post, which can effectively amplify the exposure of the notes and occupy the front row.

3. Top influencers enhance brand influence and target fans in specific circles

Carefully select top influencers related to your brand and products. Their style and perspectives should be consistent with your brand values. Establish close working relationships with them and allow them to create high-quality content about your hit products.

4. Continue to output notes to consolidate brand influence

Xiaohongshu marketing is a long-term strategic project. While planning for Double Eleven, we must also lay the groundwork for subsequent marketing. Therefore, after the big promotion is over, we cannot slack off on our note output, but instead we must pay attention to it.

Xiaohongshu is now building a closed-loop e-commerce platform at a visible speed, which has also brought a new wave of dividends to merchants and enterprises. Whether you are a traditional e-commerce company, a traditional factory, or an offline physical store, you may have the opportunity to explode on Xiaohongshu.

5. Three trends in Xiaohongshu brand marketing

Three trends of Xiaohongshu in the second half of 2023: live broadcast, store, and spotlight. Let's take a closer look.

The "Dong Jie-style" live broadcast at the beginning of 2023 opened up a new live broadcast model. From selling 30 million goods in a live broadcast to Zhang Xiaohui selling 50 million goods in a live broadcast, and then to the era of buyers, Xiaohongshu officials have made it very clear that they want to go for a closed loop, that is, to commercialize, and give traffic to some brands and products that are indeed in line with the platform.

Many brands and products are leaning towards live streaming to attract traffic and increase sales. This trend is so strong that many are faced with the challenge of how to effectively use live streaming for account traffic, traffic generation, and customer acquisition.

It is no exaggeration to say that when I communicate with my students, if they encounter problems with account traffic and customer acquisition, I will ask them to do live streaming.

Secondly, stores have also become one of the important development directions of Xiaohongshu. Xiaohongshu hopes to achieve commercialization through the store model, allowing brands and merchants to better display and sell their products, which will provide more opportunities for users to discover and purchase products of interest on Xiaohongshu, thereby increasing sales.

Finally, spotlighting is another key trend. Xiaohongshu has launched a spotlighting feature to make it easier for users to find content and products they are interested in. The launch of the spotlighting feature is expected to attract more users and increase sales by improving user experience, increasing interaction, and promoting shopping.

Therefore, whether it is brands, enterprises, merchants, or traditional e-commerce and factories, they all have the opportunity to drive sales growth through Xiaohongshu's live broadcast function. These trends are expected to continue to flourish in the second half of 2023, and all parties will have the opportunity to share the huge traffic dividend on the platform.

Next, let’s talk about Xiaohongshu live streaming. Whether it is brand owners and merchants with annual GMV of one million or over 100 million, or Xiaohongshu influencers, they are all using Xiaohongshu live streaming to increase their income. As I said, don’t wait and see.

I have been doing internal training with a mid-to-high-end clothing brand with annual sales of 5 billion yuan these days. Their Douyin live broadcast is very good. Now they have entered the Xiaohongshu live broadcast, hoping to quickly promote several of their brands. Currently, they are preparing for Xiaohongshu live broadcast and self-broadcast.

[Xiaohongshu Live Broadcast-Dabo-Niche Women's Shoes Brand]

I have previously interviewed a member of the Content Villa CEO circle, who mainly deals in niche women's shoe brands and has been supplying cross-border e-commerce in the past. She started to move from traditional factories to traditional e-commerce in 2020, and then to traditional Xiaohongshu. Xiaohongshu has become one of the bases for their successful transformation.

It is understood that their brand is now looking for more Xiaohongshu live broadcast experts to sell goods. At present, they have used Xiaohongshu live broadcast to sell goods with a total of 700+ paid orders and nearly 300,000 sales. Xiaohongshu live broadcast sales can also be understood as "Xiaohongshu buyers."

During the interview, we can feel that she is full of confidence in Xiaohongshu's buyers and expert live broadcasts, and is also optimistic about the e-commerce development trend of Xiaohongshu.

【Xiaohongshu Live-Dabo-One KK】

From a KK, we can see that her sales in one live broadcast were over 5.51 million, with about 316 products on the shelves. The live broadcast lasted nearly 14 hours, and her followers increased by 5,000 in a single live broadcast. The highest real-time number of people watching the live broadcast reached 1,242, and the total number of viewers for the live broadcast was 770,000.

(Displayed by Xinhong Data under Xinbang)

A type of ironing machine sold 162 orders in a live broadcast room of a KK, with sales of more than 30,000. If the brand does not choose live broadcast by influencers to sell products, and simply relies on bloggers to post recommendations, the cycle will be very long and the conversion rate will not be that good.

In contrast, cooperating with Xiaohongshu buyers and selling products through live streaming can bring products to market more quickly.

Xiaohongshu’s buyer and live-streaming sales model has gradually become a powerful sales engine, providing brands with unique opportunities to accelerate the process of product launch and sales, and also strengthening the interaction and trust between users and brands.

This is an inspiring case for brands seeking to succeed on the Xiaohongshu platform. So, if you are reading this article, if you keep waiting for more information about Xiaohongshu’s live streaming trend, then you will miss the bonus period of Xiaohongshu.

(Displayed by Xinhong Data under Xinbang)

[Brand self-broadcast-Boss Lady light luxury handmade women's shoes]

(Displayed by Xinhong Data under Xinbang)

This account used Xiaohongshu to broadcast a live show (18 hours), with a total popularity of nearly 30,000 people in the live broadcast room, 163 products were sold, the sales of this live broadcast was about 46,000, and the number of followers increased by 932. For an account that only posts pictures, texts and videos, it may take half a year to increase the number of followers by 932.

(Displayed by Xinhong Data under Xinbang)

We can see that the unit price of the products is not low, most of them are over 200, but the sales volume of each product is over 10. In the past 30 days, there have been 23 live broadcasts, with a total of 66,500 products sold. Among them, the sales volume of the product with the highest sales volume is over 1,000.

[Brand self-broadcast-So Acai]

As shown in the figure, the brand So Acai has insisted on live streaming to sell products for the past three months, with 16 live broadcasts in June, 31 live broadcasts in July, and 30 live broadcasts in August, maintaining a high frequency of live broadcasts.

Currently, the sales volume of Xiaohongshu stores has exceeded 2.5 million, with the highest single item sales in a single day through live streaming reaching over 40,000.

【Xiaohongshu Spotlight】

We also interviewed another member of the CEO, who runs a pet brand with an average customer spending of around RMB 120. They relied on Xiaohongshu for marketing for two months and invested RMB 400,000 on Xiaohongshu. The brand sales increased by 30%. With the approach of Double Eleven, the sales have continued to grow recently, which shows that their marketing strategy is not only effective, but can also continuously drive sales.

The spotlight delivery method helps to increase the brand's exposure and visibility on the Xiaohongshu platform. Compared with French fries, it will be more focused. Similarly, it also requires more budget and energy to invest.

Maybe before this, many people prefer to play with free traffic, but the conversion and sedimentation time is too long. In contrast, spotlight delivery may provide faster exposure and conversion opportunities. I have also summarized some advantages of spotlight delivery. Let's take a look:

【Precise Targeting】 Spotlight delivery allows brands to more accurately target their target audience. By selecting specific spotlight topics or keywords, brands can present their ads to users who may be more interested in their products or services.

【Measurability】Xiaohongshu provides data analysis tools for advertising effectiveness, which can easily track the performance of advertising. This enables brands to promptly identify which advertisements and strategies are most effective and make adjustments and optimizations based on the data.

[Increase conversion rate] Spotlight delivery helps to direct potential customers to the brand's official account or website, thereby increasing conversion rate, which is very useful for online sales, brand promotion, and product promotion.

【Quick Response】Compared to free traffic, spotlight delivery can generate visibility and exposure faster, which is an attractive option for brands that want to quickly gain market share.

[Competitive Advantage] In a highly competitive market, spotlight placement can help brands stand out and gain a competitive advantage. By choosing spotlights that are relevant to brand values ​​and target markets, brands can better connect with their audiences.

The strategy of a brand's placement may depend on the brand's goals, budget, and market competition. Some brands may choose to combine the two strategies, using spotlight placement to achieve faster results while building organic traffic.

Importantly, whichever strategy is adopted, it requires ongoing monitoring and optimization to ensure you are maximizing your return on investment.

Summarize

Xiaohongshu is preparing for Double Eleven and is working hard to achieve its own breakthrough through strong policies and resource investment.

Its young user base, high-quality content and unique buyer concept give Xiaohongshu a competitive advantage. At the same time, Xiaohongshu's participation will also bring new changes to the e-commerce industry and push the content trend further.

Xiaohongshu’s official attitude towards brands’ Double Eleven layout has shown a positive side, and the 10 billion traffic support also reflects Xiaohongshu’s platform’s desire to cooperate with brands to achieve success and growth together.

Buyers + live streaming + spotlight have become Xiaohongshu's new marketing trend this year. Especially during big promotions, this strategy can significantly increase brand exposure and sales conversion rates.

So, have you made preparations for Double 11 on Xiaohongshu?

Author: Zhuang Jun, WeChat public account: Zhuang Jun