Alibaba's Taobao and Tmall are collaborating with Xiaohongshu, a social commerce platform, to boost online sales during an economic downturn. This partnership introduces a cross-platform shopping feature allowing users to buy products from links in Xiaohongshu posts, streamlining the journey from discovery to purchase. The joint venture includes shared merchant accounts and performance dashboards to provide brands with valuable consumer insights. Early results show significant ROI improvements for participating brands, indicating the potential of this collaboration to reshape online shopping in China's luxury sector.
According to Alibaba, the partnership also includes the launch of joint merchant accounts and performance dashboards, allowing brands to gain insights into the consumer journey and monitor return on investment in real time.
This collaboration with Xiaohongshu marks a new chapter in our support for brand growth in 2025, said Liu Bo, vice president of Alibaba Group and president of Tmall.
The pilot program, which began late last month, already yielded meaningful outcomes for brands... some luxury maisons have achieved spectacular results - Chopard doubled their advertising ROl, while the Chinese cosmetics brand Kans reached an astounding 800 percent ROl.
For years, the influence of Xiaohongshu on Chinese luxury consumers has been undeniable, yet quantifying its direct impact on sales has remained a persistent challenge for global brands operating in China.
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