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Author | Liu Baodan

Editor | Huang Yu

Xiaohongshu's commercialization process is accelerating. A year ago, Xiaohongshu announced that the era of buyers has arrived, and now the company has set its sights on managers.

Recently, Xiaohongshu e-commerce held the Link e-commerce partner conference in Hangzhou with the theme of "Hello, managers". At the conference, Xiaohongshu launched the "Treasure Manager Plan", announcing that it would provide hundreds of billions of traffic to support the growth of managers, and upgrade the three major platforms of Dandelion, Qianfan and Chengfeng to help more managers achieve efficient growth.

It can be seen from this that Xiaohongshu is trying to create a complete business chain for the managers.

Regarding the definition of a manager, Gintoki, the person in charge of Xiaohongshu's e-commerce operations, said that the managers on Xiaohongshu are not only merchants, but also product managers of user experience. They use content and scenarios to make good use of products to meet users' different lifestyle needs. "Today, Xiaohongshu e-commerce has become their first stop for online entrepreneurship."

An important premise for Xiaohongshu's e-commerce to focus on managers is that merchants are growing rapidly on the platform and becoming the key force for Xiaohongshu to build a lifestyle e-commerce.

On July 22, Xiaohongshu COO Conan defined for the first time that "Xiaohongshu e-commerce is lifestyle e-commerce". In a conversation with economist Xue Zhaofeng, she said that lifestyle e-commerce is what users buy on Xiaohongshu, not only good products, but also a kind of desirable life.

The key to lifestyle e-commerce is to activate the power of people in the e-commerce field. Managers are one of them, and this group is growing stronger on the Xiaohongshu platform.

Wall Street Journal learned that in the past year, from last year to today, the number of merchants on Xiaohongshu with monthly sales exceeding 5 million has increased by 3.5 times, and more and more merchants are quickly reaching 500,000, 1 million, 5 million, 10 million, or even higher sales per month.

It was precisely because of this growth trend that Xiaohongshu decided to give it another push.

For the managers, there is also a methodology for doing Xiaohongshu e-commerce. At the meeting, Yinshi shared the three most important business methods.

First, manage your own content and the relationship between yourself and your users in the live broadcast room like an online store;

Second, make full use of your own content, take good notes, manage your account, and do live broadcasting, so that your accumulation from beginning to end as a manager can be seen by users, and you can interact with users and generate fans. Users know you and pay attention to you, which is the most critical thing for your business to continue to break through the ceiling;

Third, manage group chats well and take the business into your own hands.

On this basis, Xiaohongshu launched the "Treasure Manager Plan", which is a relatively comprehensive and all-round merchant incentive that covers merchants at different levels and stages, from merchants to institutions to ecological partners.

For example, for newly launched merchants, Xiaohongshu will provide a 30-day cold start support incentive policy to help them explore the construction of the live broadcast room, content, product selection and interaction; after the cold start, Xiaohongshu will have traffic incentives for merchants with different monthly sales, so that they can go to the next level.

In addition, Xiaohongshu has also upgraded its three major merchant platforms: Qianfan (a one-stop e-commerce business platform), Dandelion (a blogger cooperation platform that integrates planting and harvesting), and Chengfeng (an integrated e-commerce marketing platform).

Leon, the e-commerce product manager of Xiaohongshu, said that in the future, the company will be rooted in the three major merchant platforms, from basic operations, buyer cooperation to marketing placement, and continue to create better business products for merchants. He took Chengfeng as an example, which can provide managers with professional placement tools, intelligent diagnosis suggestions and other products to improve the effectiveness of managers' placement.

From lifestyle e-commerce to various support plans for managers, the development model of Xiaohongshu's e-commerce is becoming clearer and clearer. This latecomer in the e-commerce industry is working hard to break the existing e-commerce landscape and carve out a new path for itself.