It is said that Xiaohongshu's internal beta test directly attracts microblogs

Xiaohongshu's latest developments may be reshaping the rules of the game for private traffic. This article explores the possibility of Xiaohongshu's internal testing of direct traffic to personal WeChat, how this potential function will affect the interaction between merchants and users, and open up new connection paths within and outside the WeChat ecosystem. In-depth understanding of the operating mechanism of this internal test point, its potential impact, and the bridge it has built between the two major platforms of Xiaohongshu and WeChat, as well as its possible far-reaching impact on private traffic management and commercialization capabilities.

According to some brands and industry insiders, Xiaohongshu may be testing a new way to attract personal WeChat users in a small-scale test. This may be one of the most open internal testing points in the industry - even in the WeChat ecosystem, some products are not so open. However, this internal test also has many variables, because it partially conflicts with some of the existing policies of Xiaohongshu.

According to the current information: when users click on the merchant’s private message dialog box, they can view the personal WeChat account label, click to copy the WeChat account and go to WeChat to add the other party.

Industry information shows that this action is an internal test of a new information retention function that Xiaohongshu is conducting for merchants. That is, a new "social media business card" function has been added to the merchant business card-corporate WeChat business card test, which supports the configuration of corporate WeChat and mobile phone numbers in the quick menu bar. After users click on the business card, they can quickly make a call or add corporate WeChat.

After configuration, this module will be permanently located in the bottom menu bar of the private message conversation. Merchants do not need to send messages manually, and users can view them directly on the merchant's private message page.

However, not all merchants can configure this. The total consumption of the account in spotlight bidding in the past 30 days must be greater than 1000. If this is met, the permission will be automatically opened at t+1. If not, the component configuration interface will be closed.

However, the official documents do not mention the method of adding a WeChat ID, which may be an extension discovered by merchants after exploring the function. For example, some brand merchants have found in actual use that Xiaohongshu has not blocked accounts when sending WeChat groups or WeChat QR codes directly.

Judging from recent industry trends, Xiaohongshu has been increasing its efforts in terms of openness. For example, the industry has previously discovered that Xiaohongshu is testing the function of jumping to the company's WeChat account, which mentions two different ways of jumping to the company's WeChat account.

First, merchants can place their WeChat business cards in the note capsule position, not the merchant private message component. Second, brands can directly send the official business card component of the enterprise, and users can wake up and add the enterprise WeChat with one click after clicking the business card.

At this year's Xiaohongshu Life Service Industry Conference, some data on improving customer acquisition efficiency were disclosed. For example, in the test of KLOOK's enterprise micro link, the final incoming line retention rate increased by 10%, the opening retention rate increased by 8%, and the overall micro-amount increased by 3-5%.

Interestingly, various developments have been reported about this internal test over the past few months, and some people even predicted that this internal test would be cancelled soon, with the evidence being that a relevant official document on the internal test had expired. However, from now on, this internal test is still going on and has made new progress.

Combining the two changes of directly jumping to WeChat means that Xiaohongshu has more deeply connected itself with WeChat, helping merchants to achieve better user services in the jump between the two apps.

It is worth mentioning that the internal test mentioned today may still be uncertain. An industry insider mentioned that in the "Announcement on the Revision of the Xiaohongshu Account Credit Points Management Rules" released by Xiaohongshu a few days ago, the illegal diversion behaviors clearly mentioned include the QR codes mentioned above.

According to the announcement, for serious cases, (the platform) will take punitive measures against the account, such as restricting the release of products; blocking the information of individual products on sale in search, navigation, marketing and other channels for a certain period of time; restricting store traffic; freezing stores; deducting liquidated damages, etc.

The message clearly expressed in the announcement is that the official opening of the private messaging channel by Xiaohongshu does not mean that it can arbitrarily conduct traffic diversion actions within the platform.

Therefore, how Xiaohongshu, which has demonstrated its openness, will balance the needs of these merchants and its commercialization capabilities, and how to strike a balance between internal testing functions and illegal traffic diversion will become the focus of attention and expectation in the industry.