Brand Marketing
Why Can't Xiaohongshu, Which Helps Others Plant Grass, Sell Goods Well Itself?
In early 2025, after the operational models of the 'Zhengzhou gang' and 'Xiamen gang' on Xiaohongshu were exposed, some marketing professionals bluntly stated on social media that 'to some extent, planting grass is equivalent to fraud.' 'Planting grass' has been a unique label for Xiaohongshu between content and e-commerce over the past few years, giving it a distinctive niche in the marketing of consumer goods. However, a strange phenomenon has occurred: Xiaohongshu itself is not very good at selling goods. After attempting self-operated e-commerce, group buying, and other businesses, these projects eventually ended in closure.
周铭