Xiaohongshu links up with JD.com, Tmall

This week, Xiaohongshu (RedNote), China’s leading lifestyle recommendation platform with over 300 million users, was rumored to have established collaborations with e-commerce giants JD.com, marking a significant evolution in China’s social commerce ecosystem. JD.com confirmed the news to Jing Daily, and said an official announcement can be expected in the coming days. JD.com integration creates smooth purchase pathway The partnership with JD.com will allow brands to link their posts on Xiaohongshu directly to JD, enabling users to view products and complete purchases without leaving the Xiaohongshu platform. On Xiaohongshu, content posts are called “notes,” which typically feature text, images, or videos that include personal experiences, product recommendations, or shopping insights. The platform is particularly known for its “grass-planting” content (种草) — a Chinese term referring to posts that plant the seed of desire for products in consumers’ minds. ‘Red Cat Plan’ connects Xiaohongshu, Tmall, Taobao On May 7, Xiaohongshu also struck a strategic deal with Alibaba’s Tmall and Taobao, launching the “Red Cat Plan.” This partnership mirrors the JD arrangement, designed to streamline the entire journey from product discovery to purchase. The collaboration includes two key components. Firstly, Xiaohongshu will add product links under its content posts, allowing users to click through and directly shop on Tmall or Taobao. Second, Tmall and Xiaohongshu have created a joint account system, enabling brands to track the entire consumer journey from content discovery to purchase, helping refine marketing strategies and improve conversion rates. Data transparency: New insights for luxury brands Both partnerships will offer unprecedented data transparency for merchants. Xiaohongshu will share metrics like views, comments, likes, saves, shares, and follows, while Tmall, Taobao, and JD will provide data on user actions such as store visits, searches, and purchases. This will allow merchants to assess the full conversion path of each content post, giving luxury brands crucial insights into how Chinese consumers move from discovery to consideration to purchase. Bridging the content-commerce gap in Chinese social shopping Xiaohongshu has established itself as China’s premier recommendation platform, attracting a large and engaged user base while building a robust community foundation. However, despite its ongoing expansion in the e-commerce space in recent years, it has struggled to convert its content influence into direct sales. Most Chinese consumers view Xiaohongshu primarily as a platform for discovering lifestyle-related information — such as travel guides and shopping insights — rather than a destination for completing transactions. While its content is rich and socially engaging, turning user interest into concrete buying behavior remains a significant hurdle. In contrast, Tmall and JD are traditional e-commerce platforms with extensive product supply chains and strong conversion capabilities. These collaborations allow users to seamlessly transition from interest-driven content to actual purchases, reducing friction in the decision-making process and enhancing the overall shopping experience. What these partnerships mean for luxury brands in China The platform boasts 330 million monthly active users, as of the end of 2024. With this large and engaged audience, both JD and Tmall stand to benefit significantly from these partnerships, driving growth in various dimensions of traditional e-commerce. For luxury brands operating in China, these integrations create new opportunities to leverage Xiaohongshu’s powerful recommendation engine while benefiting from the established e-commerce infrastructure of JD and Tmall. Brands can now create smoother customer journeys, from initial discovery through content to final purchase. Xiaohongshu’s series of collaborations also reflects a broader trend in China’s digital landscape: amid economic uncertainty, platforms are choosing collaboration over competition. Rather than pursuing growth independently, major players are forming strategic alliances to overcome stagnation in the e-commerce sector. For Xiaohongshu, achieving significant growth and strength in the e-commerce space will require finding its own distinct path forward. But by partnering with established e-commerce giants, it’s taking a significant step toward addressing its commerce conversion challenges while maintaining its position as China’s premier social discovery platform.

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Xiaohongshu links up with JD.com, Tmall