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Xiaohongshu’s First Platform-Level IP for New Product Success

Xiaohongshu's First Platform-Level IP for New Product Success

Xiaohongshu (XHS) launched its first platform-level product marketing IP 「宝藏新品」("Treasure Trove") in May 2023, taking a holistic approach to supporting brands in successfully launching and growing new products on the platform. The initiative involves the following key components:

Strong Endorsement and Word-of-Mouth: XHS invited 100 "experts" - including celebrities, content creators, and experienced users - to curate a list of high-quality new products under rigorous screening and evaluation. These experts evaluated products based on criteria such as solving user pain points, providing a good user experience, having aesthetic design, and potential to lead trends. They then provided authentic, trusted word-of-mouth reviews to build user confidence.

Building Influence: XHS leverages its highly engaged social community and influence on both the brand and consumer sides to rapidly promote new products to the target audience and drive conversion.

Full-Funnel Support: XHS provides tailored activation and precise targeting strategies across the entire customer journey, from building awareness to driving conversions.

This comprehensive IP ensures new products are discovered, collected, and seeded in a more authentic and trustworthy manner within XHS's community. Brands seeking sustained new product success need look no further!

Ready to level up your marketing? Contact us today to access our winning XHS marketing solutions!

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