Xiaohongshu is connected with Meituan, and Xiaohongtuan is launched in internal testing

Following Xiaohongxing, Xiaohongmeng and Xiaohonglian, the internal beta launch of Xiaohongtuan marks the further expansion of Xiaohongshu in the field of local life services. This article details the functions, usage thresholds, content strategy recommendations and the strategic intentions behind Xiaohongtuan. Xiaohongtuan helps local life merchants achieve precision marketing and optimization of conversion links through the data transmission mechanism between Xiaohongshu and Meituan.

After Xiaohongxing (Taotian), Xiaohongmeng (JD.com), and Xiaohonglian (VIPSHOP), Xiaohongshu has welcomed a new link tool: Xiaohongtuan

With Xiaohongtuan, local lifestyle businesses will have a full marketing chain on Xiaohongshu, and the loop is finally closed! What is Xiaohongtuan?

Xiaohongtuan is a product jointly launched by Xiaohongshu and Meituan, which aims to attract traffic to Meituan platform stores through Xiaohongshu's native content and effectively measure the deep conversion behavior brought by Xiaohongshu notes. Through data transmission with a sampling ratio of 50%, data on brand browsing, order placement, new customers, etc. of brands related to the Meituan platform are obtained.

The core value of Xiaohongtuan lies in the fact that 50% of the note samples are directly linked to Meituan’s browsing, ordering, and new customer data through the data transmission mechanism between Xiaohongshu and Meituan. This also means that brands can accurately identify high-conversion notes and eliminate invalid content.

It should be noted that Xiaohongtuan is currently in the first phase of internal testing and currently only supports flash sales and medical services. Once the internal testing begins, will the full version be far behind?

1. Who is the winner?

In fact, the types of merchants supported by Xiaohongtuan's internal test are worth a closer look. You will find that merchants in flash sales and medical businesses are actually the biggest winners of Xiaohongtuan.

Meituan flash sales merchants (food and beverages, beauty and personal care, daily necessities): Xiaohongshu users have strong demand for instant consumption, and a popular note may directly lead to a surge in orders within 3 kilometers.

Meituan’s pharmaceutical merchants (drugs, health products): Health-related content naturally carries trust endorsement. After reading the review notes, users make decisions through Meituan’s “half-hour delivery”, and the conversion link is extremely short.

2. Use threshold

The threshold for using Xiaohongtuan is really not high, which is similar to the threshold of Xiaohongxing and other similar tools.

• Budget threshold: Dandelion content cooperation budget ≥ 10,000, which must be matched with traffic budget;
• Qualification threshold: Must meet both Xiaohongshu marketing points and Meituan merchant qualifications;
• Operation threshold: The project cycle is up to 90 days, at least 2 notes are required, and a detailed flow strategy must be planned (search 30% + information flow 60% + video flow 10%)

3. Xiaohongtuan Content Strategy Suggestions

1) Content strategy: Turning the “price anchor” into a killer feature

Yes: Highlight "Meituan exclusive discount" in your notes, for example, "Meituan offers 30 RMB off for the same facial mask"

No: Avoid dragging down other platforms, but you can imply that "Meituan is better" through evaluation comparison (for example, "Compared with 5 platforms, Meituan's delivery speed is the fastest")

2) Flow-casting tips: vote for the best performing material in the Little Red Group

Budget allocation: Focus on testing materials (more than 10 notes) in the first two weeks, and run for 4 weeks to observe the long-tail effect (user decision cycle is 7-15 days)

Bidding tips: Set the manual bid to 1.2-1.3 times the assessment cost in the early stage, and switch to automatic bidding in the later stage.

Crowd targeting: Build more than 5 plans based on note type (picture/video), keyword, and region (combined with Meituan Flash Sales coverage)

3) Pitfall avoidance guide: Don’t step on these minefields

Data transmission error: Task group amount < 10,000, number of orders < 2, more than 10 parallel projects, will lead to data interruption

Note binding error: a note can only be associated with one platform, and it cannot be modified after the project is created

Lack of qualifications: Medical merchants must register in advance, otherwise they will be forced to remove their products from the shelves

4. The strategic intention behind Xiaohongtuan

Xiaohongshu has previously launched cross-platform cooperation products Xiaohongxing, Xiaohongmeng, Xiaohonglian, and Xiaohongtuan. It is not difficult to see the strategic intention behind it. It is not only to become a platform, but also a traffic hub. By controlling the dominance of the cooperation links, it will become the "central brain" of cross-platform transactions.

Xiaohongshu's role is evolving from a content platform to a hub platform. Its success or failure does not depend on how many transactions it can make, but on whether it can become a dispatching center for cross-platform traffic. Xiaohongtuan is not the end point, but a signal, the integration of content and consumption. If brands want to seize the dividends, they must do three things:

1. Content is the shelf: Notes should not only look good, but also become product details pages
2. Data is ammunition: Use conversion data to feed back content creation and form a positive cycle
3. The whole domain is the battlefield: reject the single-platform mentality and learn to weave a network in a cross-domain ecosystem