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Xiaohongshu has launched a new merchant support program, focusing on sellers with quality products, while terminating its old commission-free plan and offering practical operational guidance.

1. The new "LEAP UP·Xiaohongshu Merchant Million Leap Program" started on May 11, aiming to support over 1 million merchants with "good quality, good service, and good prices" to strengthen the platform's "quality goods" branding.

2. The old "Million Commission-Free Program" will end on May 15, with transactions created before that date still eligible under the original policy.

3. The program is structured around two core merchant needs: practical business methods and sales scale breakthroughs, offering phased tasks with traffic incentives of up to 50,000 traffic coupons.

4. For small and medium-sized merchants with monthly sales under 100,000 RMB, "Note/Livestream Growth Tasks" are set with weekly official guidance; a "GMV Sprint Task" for all merchants sets growth targets based on business scale.

The platform's strategy is shifting toward targeted support for quality-focused merchants, impacting brand marketing and channel development.

1. Channel-building opportunity: By qualifying as a merchant with "good quality, good service, and good prices," brands can gain priority access to platform resources like traffic incentives, including over 50,000 traffic coupons.

2. Marketing implications: As Xiaohongshu strengthens its "quality goods" label, brands must adjust product pricing and R&D strategies to align with observed consumer trends, such as participating in livestreams or note tasks to boost exposure.

3. Consumer trend insight: The shift from broad commission waivers to targeted support reflects growing user demand for high-quality products, allowing brands to optimize service and competitive pricing strategies.

Policy analysis indicates Xiaohongshu is ending its commission-free plan and launching a new leap program, presenting growth opportunities and risks.

1. Policy change: The old "Million Commission-Free Program" ends on May 15, while the new "LEAP UP Program" starts on May 11, focusing on precise support for quality merchants to improve efficiency.

2. Opportunity alert: Sellers can earn traffic incentives by completing phased tasks; small merchants benefit from weekly guidance in "Note/Livestream Growth Tasks," while all sellers can join the "GMV Sprint Task" with tailored targets to scale sales.

3. Risk and response: The old plan's termination may affect some sellers' earnings, requiring quick adaptation; key takeaways include leveraging platform tasks to enhance operational skills and capitalize on support policies for growth.

The platform's support for quality-focused merchants offers production opportunities and digitalization insights for factories.

1. Product demand: Factories must prioritize "good quality and good prices" to meet support criteria and access platform resources like traffic incentives.

2. Business opportunity: By becoming one of over 1 million supported merchants, factories can expand their market reach, e.g., through tasks offering up to 50,000 traffic coupons for exposure.

3. Digitalization insight: Tasks like "Note/Livestream Growth Tasks" highlight the need to strengthen e-commerce capabilities, using digital tools to optimize production and sales processes under the new support strategy.

The industry trend toward targeted support reveals client pain points and solution opportunities.

1. Industry shift: Xiaohongshu is moving from broad support to focusing on quality merchants, ending the commission-free plan and launching the leap program, reflecting a broader e-commerce shift toward efficient resource allocation.

2. Client pain points: Merchants face challenges in qualifying for targeted support, as the new policy requires meeting "good quality, service, and price" standards.

3. Solutions: Service providers can assist merchants in completing platform tasks, such as optimizing "Note/Livestream Growth Tasks" or "GMV Sprint Tasks," to increase traffic incentive acquisition and support business growth.

Xiaohongshu's latest moves indicate a merchant recruitment strategy adjustment, emphasizing operational management and efficient resource allocation.

1. Platform update: The "Million Commission-Free Program" ends, replaced by the "LEAP UP Program" for precise support of quality merchants, optimizing resource use under the "sell good goods on Xiaohongshu" proposition.

2. Merchant recruitment: Phased tasks attract sellers, including "Note/Livestream Growth Tasks" for small merchants and "GMV Sprint Tasks" for all, with incentives like over 50,000 traffic coupons to boost participation.

3. Operational management: Terminating the old policy avoids inefficiency risks, while the new strategy strengthens the "quality goods" label through task-based guidance to ensure precise and effective support.

Industry dynamics show strategic optimization, raising policy implications and business model questions.

1. New trend: Xiaohongshu's e-commerce strategy shifts from broad support to targeted aid for quality merchants, ending the commission-free plan and launching the leap program, reflecting a platform value upgrade trend.

2. Emerging issues: Targeted support may pose fairness challenges, such as resource concentration on specific merchants, requiring study of long-term impacts.

3. Policy insights: The old plan's termination, based on the GROW Merchant Conference's "sell good goods on Xiaohongshu" theme, suggests policies should focus on efficient support; business model-wise, reinforcing the "quality goods" label can optimize platform ecology and drive merchant task design.