One is interaction data, including three costs: CPC - cost per click, CPM

 exposure cost (advertising cost required for a brand to be exposed 1,000 times), CPE - interaction cost (earned by an expert who publishes HE Tuber a piece of content based on the needs of the brand) Likes, comments, collections, reposts and other data);

The other is Tmall and Taobao’s in-store UV. It is worth noting that Xiaohongshu has cooperated with Taobao Alliance (Taobao Alliance) to launch the “Little Red Star” project. The operation logic is that the brand will publish a recruitment plan to the Taobao Alliance, and then agents or Experts go to Taobao Alliance to claim the needs released by the brand.

In March this year, Xiaohongshu upgraded the live broadcast business to an independent department, which was set up under the newly established first-level department, the Trading Department, to uniformly manage content live broadcast and e-commerce live broadcast. The person in charge of the new department is Gintoki; while in the live broadcast business Below, the live broadcasts of experts and store broadcasts have been unified: on the one hand, the experts are invited directly or through MCN to start the broadcast, and the live broadcast team provides operational support such as pallets; on the other hand, merchants are encouraged to conduct self-broadcasting in stores to provide merchants with Support in terms of methodology, traffic, etc., and the live broadcast department is divided according to industry and is responsible for different industries.

Xiaohongshu, which has been changing frequently, is eager for practical training, so it jumped on the "card table" of this year's 618 - from May 24th to June 18th, Xiaohongshu provided two incentives for merchants:

The first type is stratified by store GMV, and corresponding exposure rewards are given based on the number of weekly broadcasts of the store, the duration of a single broadcast, and the payment amount of the store's live broadcast, which can reach up to millions of exposures;

The second type uses the store live broadcast payment amount as the threshold and sets the corresponding growth rate requirements, and the rewarded live broadcast card traffic can reach up to 8.5 million. However, according to the rules, merchants participating in Xiaohongshu 618 can only choose one of two incentive tasks based on their ability to carry goods.

In addition, store broadcasting has become a key trading area for Xiaohongshu 618. The platform also provides two types of solutions:

According to the accumulated store broadcast payment amount during the merchant's activities and meeting the corresponding growth rate requirements, the corresponding traffic exposure reward can be obtained. The higher the GMV completed, the greater the traffic reward;

The note-taking field includes product notes and notes with goods. As a new transaction scenario launched by Xiaohongshu, it further integrates the community and transactions, and drives users to purchase, which will lead to traffic tilt.

The opportunity for Xiaohongshu to focus on in-store broadcasting is that Douyin and Kuaishou continue to raise the threshold for in-store broadcasting in the process of "surge", which to a certain extent stimulates more creators and brands to test the waters of Xiaohongshu. "The rapid iteration and fierce involution of Douyin e-commerce continue to pressure creators and merchants, forcing Xiaohongshu to become an incremental scenario for the brand." Xiang Huxiu, a partner of an MCN, said.

Of course, Xiaohongshu's shortcomings are still obvious. It lacks the supply chain, payment, logistics and other back-end fulfillment capabilities of traditional e-commerce. An e-commerce industry observer told Huxiu, “At this stage, the algorithm in Xiaohongshu’s business model cannot support global e-commerce, and the platform does not have the same carrying capacity as shelf e-commerce.”