Good morning, and welcome. We are here today to introduce "Xiaohongshu AdVantage," a new, integrated software platform designed specifically for brands and marketers to navigate, analyze, and excel in their advertising efforts on Xiaohongshu. Our objective is to bridge the gap between the platform's unique, community-driven culture and the strategic needs of modern businesses. For years, brands have recognized Xiaohongshu's immense potential. With over 200 million monthly active users, it is not merely a social platform but a digital lifestyle encyclopedia and a powerful decision-making engine for consumers, particularly in sectors like beauty, fashion, travel, and wellness. However, advertising effectively on Xiaohongshu presents distinct challenges. The community values authenticity, high-quality content, and genuine recommendations over traditional, hard-sell advertisements. Success requires a deep understanding of community trends, precise keyword targeting, and seamless collaboration with Key Opinion Consumers (KOCs). Existing social media management tools often fall short. They are built for platforms like Weibo or Instagram, where metrics and advertising models differ significantly. "Xiaohongshu AdVantage" is engineered from the ground up to address this gap. It is the result of two years of intensive research and development, incorporating feedback from hundreds of brands, agencies, and content creators. Our platform is built on three core pillars: Deep Community Intelligence, Precision Campaign Management, and Authentic Creator Collaboration. **I. Deep Community Intelligence: From Data to Insight** The first pillar of "Xiaohongshu AdVantage" is its unparalleled analytical capability. We move beyond basic metrics like likes and shares to provide a holistic view of the platform's discourse landscape. Our "Trend Pulse" module utilizes advanced Natural Language Processing (NLP) trained specifically on Xiaohongshu's vernacular. It doesn't just track popular hashtags; it analyzes the context in which products, ingredients, and styles are discussed. For example, a skincare brand can discover that the conversation around "vitamin C" is currently shifting from "brightening" to "anti-pollution efficacy," allowing for more relevant content creation. It can identify emerging niche trends—a specific vintage watch model or a remote travel destination—long before they become mainstream. Furthermore, our "Competitive Landscape" tool provides objective, anonymized benchmarking. Brands can understand the share of voice within their category, analyze the content strategies of competitors without directly naming them, and identify white space opportunities. This is achieved by aggregating and analyzing public data on campaign themes, visual aesthetics, and the performance of different content formats (e.g., tutorials vs. haul videos). This intelligence is crucial for strategic planning and ensuring that a brand's message is both distinctive and resonant. **II. Precision Campaign Management: Orchestrating Paid and Organic Efforts** The second pillar focuses on the operational execution of advertising campaigns. "Xiaohongshu AdVantage" integrates directly with Xiaohongshu's official advertising interface, providing a unified dashboard for campaign management, optimization, and performance tracking. A key feature is our "Keyword Strategist." On Xiaohongshu, search is a primary discovery mechanism. Our software provides data-driven recommendations for the most effective and cost-efficient keywords, ranging from broad categories to highly specific long-tail phrases. It forecasts potential impression volume and competition for each keyword, enabling marketers to build a balanced portfolio for their search ads and information flow placements. The platform also introduces "Content Amplification Optimizer." This AI-powered tool analyzes a brand's existing organic posts—or planned content—and predicts its potential performance. It then provides recommendations on the optimal budget allocation to boost that specific piece of content, suggesting the best target audience segments and timing for maximum impact. This ensures that advertising spend is used to amplify content that is already organically successful, aligning with the platform's "content-first" ethos. All campaign data—from click-through rates (CTR) and engagement metrics to cost-per-action (CPA) for objectives like store visits or product page views—is consolidated into customizable dashboards. This allows for real-time performance monitoring and rapid, data-informed adjustments to live campaigns. **III. Authentic Creator Collaboration: Building Trust at Scale** The third and perhaps most critical pillar is our "Creator Connect" suite. We firmly believe that successful marketing on Xiaohongshu is built on genuine partnerships with creators, not transactional sponsorships. Our software features a vast, vetted database of over 100,000 Xiaohongshu creators, from macro-influencers to micro-KOCs with highly engaged niche followings. The search functionality is incredibly granular. A brand can filter creators not just by category and follower count, but by criteria like "audience concentration in Tier-2 cities," "high percentage of male followers in a beauty audience," or "expertise in sustainable fashion." Each creator profile includes authentic performance data and a brand affinity score, showing their historical effectiveness in promoting similar products. The "Collaboration Hub" streamlines the entire workflow. Brands can create project briefs, send out invitations, manage contracts, and track content submission and approval statuses all within the platform. Crucially, it includes a "Brand Safety" module that uses AI to scan submitted content against a brand's guidelines for tone, messaging, and visual standards before it goes live, ensuring consistency and mitigating risk. Finally, our "ROI Tracker for Partnerships" closes the loop. By using UTM parameters and promo codes generated within the platform, brands can directly attribute sales, leads, and website traffic to specific creator campaigns. This moves the measurement of creator collaborations beyond mere engagement metrics to tangible business outcomes, justifying marketing spend and building a case for long-term partnerships. **Data Security and Platform Compliance** We understand that data security and platform compliance are paramount. "Xiaohongshu AdVantage" is built with enterprise-grade security protocols. All data is encrypted in transit and at rest. Our access to Xiaohongshu's public data is conducted in full compliance with the platform's developer policies and all applicable regulations, including China's Data Security Law and Personal Information Protection Law (PIPL). We operate as an independent software provider, and our goal is to empower brands to operate more effectively within the ecosystem, not to circumvent its rules. **Conclusion and Availability** In summary, "Xiaohongshu AdVantage" is more than just another advertising tool. It is a strategic partner for brands looking to build meaningful and effective presences on one of the world's most influential lifestyle platforms. By combining deep community intelligence, precision campaign management, and a streamlined creator collaboration workflow, we empower marketers to create advertising that feels less like an interruption and more like a valuable contribution to the Xiaohongshu community. "Xiaohongshu AdVantage" will be available in a phased rollout starting next month. We will be offering tiered subscriptions for businesses of all sizes, from startups to multinational corporations. A limited free trial will be available for qualified brands and agencies. We will now open the floor for questions.
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