Good morning, and thank you for your attendance. The purpose of this press conference is to address a question of significant interest to brands, marketers, and industry observers: "Which company is Xiaohongshu's advertising agency?" The answer is nuanced and requires a clear understanding of the platform's unique structure and business model. We are here today to provide an objective and accurate clarification on this matter. First and foremost, it is critical to state that Xiaohongshu, as a platform, does not have a single, exclusive advertising agency of record in the traditional sense. The platform, owned and operated by Xingin Information Technology (Shanghai) Co., Ltd., has developed a sophisticated, multi-layered ecosystem for advertising and marketing. To ask "which company" is the agency is to misunderstand the modern digital landscape, where platforms like Xiaohongshu often build their own internal infrastructure to manage and facilitate marketing activities directly. Therefore, the most direct and accurate answer is that Xiaohongshu is, in many ways, its own primary advertising service provider. The platform operates a dedicated, internal advertising division, often referred to as Xiaohongshu Ads. This in-house team is responsible for developing the platform's advertising products, managing direct relationships with major brand clients, providing official marketing solutions, and operating the self-serve advertising platform that allows brands of all sizes to create and manage their own campaigns. When a brand partners directly with Xiaohongshu, they are, in effect, working with the platform's own "agency" arm. However, this is only one layer of the story. The true engine of marketing on Xiaohongshu is its vast and dynamic community of creators and Key Opinion Leaders (KOLs). This brings us to the second critical component: the role of external agencies and service providers. Xiaohongshu has officially certified and collaborates with a large network of third-party agencies. These agencies are not "the" Xiaohongshu advertising agency, but rather, they are authorized partners that specialize in executing campaigns on the platform. They function as vital intermediaries and service providers. Their roles are diverse and essential: 1. **KOL/KOC (Key Opinion Consumer) Agencies and MCNs (Multi-Channel Networks):** These agencies manage rosters of creators. They help brands identify the right KOLs for their campaigns, negotiate contracts, manage content production, and ensure campaign delivery. Examples of prominent players in this space include Parklu, Tracker, and numerous specialized MCNs that focus on beauty, fashion, lifestyle, and other verticals native to Xiaohongshu. 2. **Full-Service Digital Marketing Agencies:** Major global and domestic agencies, such as Ogilvy, BlueFocus, and WPP, have developed specialized practices and teams dedicated to the Xiaohongshu platform. For their clients, these agencies develop overarching strategy, creative concepts, and integrated campaigns that incorporate paid ads, KOL collaborations, and user-generated content (UGC) initiatives on Xiaohongshu. 3. **Specialized Xiaohongshu Operations Agencies:** A new breed of hyper-specialized agencies has emerged. These firms focus exclusively on Xiaohongshu. Their services often include brand account incubation, daily community management, content strategy, data analytics, and performance optimization specifically for the platform's unique algorithms and user behavior. So, when a brand seeks to execute an advertising campaign on Xiaohongshu, the workflow does not typically involve a single "agency of record." Instead, a brand might: * Work directly with the **Xiaohongshu Ads team** to purchase and optimize official ad products like Feeds Ads, Search Ads, and Takeover Ads. * Engage a **KOL agency** to manage the influencer collaboration part of their campaign. * Hire a **full-service digital agency** to orchestrate the entire cross-platform strategy, which includes a Xiaohongshu component. * Contract a **specialized operations agency** to manage their official brand account and foster long-term community growth. This decentralized model is a strategic strength for Xiaohongshu. It fosters a competitive and innovative ecosystem of service providers, each driving excellence in their specific domain. It allows brands to mix and match partners based on their specific needs, budget, and campaign objectives. To further clarify the operational mechanics, we must address the official infrastructure that supports this ecosystem. Xiaohongshu has launched several official platforms to standardize and streamline collaboration between brands, agencies, and creators: * **Xiaohongshu Brand Partner Platform:** This is the official platform for brands and their authorized agencies. It provides tools for ad buying, campaign management, and performance tracking. It is the backbone for all official advertising transactions on the platform. * **Xiaohongshu Creator Platform:** This is the portal for content creators. It allows them to manage their profiles, understand platform trends, and connect with official collaboration opportunities, including the "Brand Partner" program which facilitates paid partnerships. * **Xiaohongshu MCN Partner Program:** This program formalizes the relationship between Xiaohongshu and MCNs. Certified MCNs receive official support, early access to new features, and data insights, enabling them to better serve the creators they manage and the brands they work with. The effectiveness of marketing on Xiaohongshu is fundamentally tied to its community-centric culture. Unlike platforms driven purely by broad-reach, interruptive advertising, success on Xiaohongshu hinges on "Value-First" and "Native" marketing. Users come to the platform for authentic recommendations, detailed reviews, and shared experiences—a "search for lifestyle" mentality. Therefore, the most successful "advertising" often doesn't look like advertising at all. It takes the form of a well-researched product review from a trusted KOL, a "how-to" tutorial using a brand's product, or a heartfelt personal story. This environment demands a different skillset from agencies. It is less about crafting a perfect 30-second TV spot and more about understanding community sentiment, identifying emerging trends (#hashtags), and fostering authentic conversations. The best agencies for Xiaohongshu are those that deeply understand this "grassroots" ethos and can help brands integrate into the community in a genuine, non-disruptive way. In conclusion, the question "Which company is Xiaohongshu's advertising agency?" cannot be answered with a single name. The reality is a complex, interconnected ecosystem comprising: 1. **The Platform Itself (Xiaohongshu Ads):** The primary provider of official advertising products and direct client services. 2. **A Network of Certified Third-Party Agencies:** Including KOL/MCN specialists, full-service digital agencies, and hyper-specialized operations firms. For any brand looking to succeed on Xiaohongshu, the strategic imperative is not to find a single, exclusive agency, but to carefully select the right combination of partners from within this ecosystem. They must choose partners based on a deep understanding of the platform's unique culture, its data-driven tools, and a proven ability to create content that resonates with one of the most discerning and commercially influential online communities in China today. The era of a single agency holding the "key" to a major digital platform is, in many cases, over. Xiaohongshu stands as a prime example of this new paradigm, where the platform, its creators, and a diverse network of specialized service providers collectively form the most powerful "advertising agency" imaginable. We will now open the floor for questions.
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