interface news reporter | She Xiaochen
interface news editor | Wen Shuqi
Every Spring Festival, Internet companies are indispensable for marketing. This year, Xiaohongshu, which cannot be called a "giant", entered the Spring Festival Gala for the first time.
html On February 9th, the Chinese New Year’s Eve, CCTV’s Spring Festival Gala and Little Red Book hosted a live broadcast. From a formal point of view, Xiaohongshu set up a live broadcast room next to the Spring Festival Gala. After the Spring Festival Gala performances, the actors came to the Xiaohongshu live broadcast room to chat and interact. At the same time, Xiaohongshu also invited experts on the site to enter the live broadcast room to interact. .In addition, the live broadcast room also has the attribute of "selling goods" - that night, Xiaohongshu's "Spring Festival Gala" live broadcast room put on the shelves 94 products, 6 of which were the same products for the Spring Festival Gala.
Cooperation with the Spring Festival Gala has always been a battleground for major Internet companies. This year, it was officially announced that the Spring Festival Gala will cooperate with JD.com in addition to Xiaohongshu. The attributes of the two are content platforms and traditional e-commerce respectively. However, as a medium-sized community platform, Xiaohongshu "approached" the Spring Festival Gala for the first time, showing its urgency to seek growth.
Xiaohongshu has invested a lot of human and material resources in this cooperation. After the official announcement of the cooperation, the official account of the "Spring Festival Gala" was registered on Xiaohongshu, and Xiaohongshu planned "Everyone's Spring Festival Gala" for this cooperation. On the site, a large amount of traffic and resources have been allocated to relevant content, and participating celebrities and influencers have released content one after another to attract user participation. Offline, "Everyone's Spring Festival Gala" also spreads advertising content to lower-tier markets. In addition, Xiaohongshu also has brand advertisements embedded in the sketch program of the Spring Festival Gala.
The person in charge of Xiaohongshu’s “Everyone’s Spring Festival” project told Jiemian News that the entire planning lasted two months. In addition to the preliminary publicity preparations, Xiaohongshu's "Spring Festival Gala" live broadcast room also set up multiple rounds of lottery draws, with a total value of gifts reaching 100 million.
This collaboration is not surprising. In 2023, Xiaohongshu will make efforts in commercialization. Whether it is from the perspective of community content or e-commerce development, winning the Spring Festival Gala cooperation is an obvious choice.
In previous years, the planning of Alipay Wufu and WeChat red envelopes have achieved sustained results, and the cooperation between Kuaishou, Pinduoduo, and JD.com and the Spring Festival Gala have also earned sufficient traffic. In the afternoon of that day, Xiaohongshu’s “Everyone’s Spring Festival Gala” account had more than 130,000 followers. At 18:00 in the evening, the number of followers increased to 180,000. Xiaohongshu’s “Spring Festival Gala” account reached more than 2.9 million fans after 22:00 that night.
In 2023, Xiaohongshu will rank among the 100 million daily active platforms, with 260 million monthly active users. However, compared with platforms such as Douyin and Kuaishou, Xiaohongshu’s penetration rate among users across the country still has room for improvement.
According to information released by Xiaohongshu, during this "Everyone's Spring Festival", Xiaohongshu arranged dozens of daily live broadcasts by celebrities and creators, and also launched a "nearby" gameplay to divert content offline. The biggest effect of these attempts may be to attract new customers and promote activity, and gameplay similar to "nearby" includes the local life business that Xiaohongshu explored last year. The person in charge of
explained that during the Spring Festival, watching and chatting about the Spring Festival Gala has become a way of life for many people. Every year on New Year’s Eve, the Spring Festival Gala is the most discussed topic, both in Xiaohongshu and the entire Internet. Therefore, cooperation through community content can better carry discussions on major nodes and events like the Spring Festival Gala. Live streaming is also a media form that has advantages in user realism, participation, and interaction.
Another setting with obvious intentions is that while Xiaohongshu moved the live broadcast room next to the Spring Festival Gala, it also wanted to take this opportunity to convey the "transaction" attribute of the platform. In 2023, Xiaohongshu made great efforts in live broadcasting and had buyers with single-game sales of over 100 million yuan and tens of millions of yuan. In the Xiaohongshu "Spring Festival Gala" live broadcast room, in addition to the celebrities participating in the Spring Festival Gala, Xiaohongshu also invited top buyers including beauty, clothing, home furnishings and other categories to conduct live broadcasts in conjunction with the Spring Festival Gala.
In fact, the Spring Festival Gala and Xiaohongshu have also complemented each other to a certain extent. The latest official data shows that among Xiaohongshu’s more than 200 million users, those born in the 1990s account for as much as 70%. The Spring Festival Gala, which has been around for many years, needs changes, and it also hopes to attract young groups with spending power through emerging platforms.
However, whether this Spring Festival Gala cooperation can bring Xiaohongshu a breakthrough effect remains to be verified, and the growth of Xiaohongshu also requires more continuous expansion. As of 22:25 on New Year’s Eve, the number of viewers of Xiaohongshu’s “Spring Festival Gala” live broadcast room reached 19.205 million.
