Xiaohongshu 2025 Double Eleven: content-driven + buyer ecology, direct spot sales and live broadcast innovation
Event time: October 11th - November 11th, cancel the full discount and get an immediate discount of 15% or more (starting at 15% off). Core gameplay:
Key items and limited-time subsidies:
The platform selects high-potential products to enter the "limited-time subsidy" fixed channel and enjoy full-scenario traffic support and additional subsidies. A single popular product can receive up to 300,000 exposures.
Expansion of the buyer ecosystem: Creators with more than 1,000 fans can apply to become buyers. The product selection center covers beauty, home furnishing, fashion and other categories, with a commission rate of up to 30%.
Live broadcast incentives and stamp collecting gameplay:
Store broadcasting tiered incentives: weekly turnover growth ≥10% can get 3K-8K exposure, growth ≥50% can get up to 40,000 exposures; new merchants can get traffic cards by reducing the cold start task to weekly GMV ≥3K.
Users collect "stamps" by watching different live broadcast rooms and redeem official gifts (such as free coupons, brand gift boxes), and 20% of participants completed purchases during the stamp collection process.
Content and Marketing Innovation:
In the note field, multiple product notes are posted every day, with a single article receiving up to 100,000 impressions; combined with the topic of "Once a Year Shopping Carnival", the total incentive for high-quality notes reaches 500,000 impressions.
Upgraded promotion tools: AI keyword expansion and targeted reaching of new customers (users who have not purchased in 180 days) improve conversion efficiency, and the new customer plan increases the proportion of new customers by 22%.
Key nodes:
October 11th - 18th: Spot sales are on sale, and buyers’ exclusive coupons of “50 off for purchases over 300” will be issued at 10:00 and 16:00 every day.
November 1st - 11th: Live broadcast carnival week, leading buyers jointly launched the “0 yuan lottery + full gifts” with the brand, and the stamp collection activity reached its climax.
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