Content Marketing

JD.com launched the “Hong Jing Program,” an enhanced partnership with Xiaohongshu, building on the success of the “Xiao Hong Meng” initiative. This program integrates the platforms to create direct-to-purchase pathways, including a “Planting Grass Direct” advertising feature. The goal is to guide users from content discovery on Xiaohongshu to purchases on JD.com, streamlining the buying process and boosting sales, leveraging successful metrics from the initial collaboration. This initiative focuses on streamlined traffic flow, improved data integration, and expanded collaboration.