2021 Xiaohongshu High-efficiency Marketing Manual

Xiaohongshu is a lifestyle sharing platform that brings together everything from popular trends to niche content. The content of Xiaohongshu has gradually moved from the "her" field to a broader Ta interest content ecosystem.

With over 100 million monthly active users and 8 billion note exposures per day, Xiaohongshu has long been regarded as the largest grass-planting community. Based on the unique B2K2C2 model, Xiaohongshu has become an important battle for future brand cultivation, renewal of old brands and entry of international brands into China.

In August, Xiaohongshu officially launched the "account and store integration" mechanism. Xiaohongshu has adjusted its community account system, and accounts will be divided into two types: "professional accounts" and "ordinary accounts". The scope of professional account certification includes large, medium and small business identities such as brand enterprises, interest-oriented businesses, coffee shops, and B&B managers. All account entities in the community can apply.

Xiaohongshu officials stated that professional accounts are the entry ticket to participate in Xiaohongshu's business ecosystem. After any individual with commercial demands becomes a professional account, they can open a store, make investments, and carry out various types of business cooperation with Xiaohongshu. Professional accounts are also a base for building brand private domain traffic. Brands can accumulate traffic on Xiaohongshu through graphic notes, short videos and live broadcasts.

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The report excerpts are as follows: