Rednote (XiaoHongShu)’s Commercial Products: What Businesses Should Know
Looking to grow your brand in China? Discover how Rednote commercial products can drive real results through paid campaigns, product seeding, and eCommerce conversion.
At OctoPlus Media, we specialize in helping brands grow with tailored Rednote marketing strategies—from branding to lead generation and everything in between.
As more businesses tap into this high-intent, content-driven platform, understanding its commercial product offerings becomes critical to building effective campaigns.
In this article, we’ll break down two key topics:
- What advertising products does XiaoHongShu actually offer?
- What’s the real difference between Juguang, Juguang Lite, and Chengfeng?
Whether you’re new to the platform or looking to refine your ad spend strategy, these insights will help you make more informed decisions for your next campaign.
1.0 What Commercial Products Does XiaoHongShu Offer?
XiaoHongShu has developed a full-suite commercial ecosystem tailored to brand growth, covering every step of the digital marketing journey—from awareness to conversion. For brands looking to grow organically and drive measurable results, it’s essential to understand the three core pillars of XiaoHongShu’s commercial product offerings:
1.1 Brand Building
Business Account: The foundation for brand visibility and trust-building. A verified presence allows brands to publish content, engage followers, and unlock additional tools and traffic support.
Brand Ads: Paid placements to increase exposure through native-style ads across user feeds, search results, or interest-based discovery zones.
1.2 Product Seeding
Seeding Ads: Focused on nurturing user desire through influencer/KOL collaborations, keyword targeting, and content-driven storytelling.
Seeding Alliance: An influencer-matching platform that helps brands collaborate with the right creators at scale.
Word-of-Mouth Booster: A service designed to amplify user-generated content, turning organic buzz into brand authority.
1.3 Business Conversion
Lead Collection: Tools that help brands convert users from viewers into leads directly via private messages or form-based lead cards.
eCommerce Sales: In-app shopping integration and product tagging features that support conversion directly within the XiaoHongShu ecosystem.
App Download & Search Reach: Traffic products that drive users to take action—like downloading an app or discovering branded content via search.
These tools are all managed within marketing platforms as shown below, each designed to support different brand goals and budgets.
(The screenshot is taken from a Chinese report)
2.0 What's the difference between Juguang, Juguang Lite, and Chengfeng?
When running paid campaigns on XiaoHongShu, it’s important to choose the right media platform based on your goals, budget, and customer journey stage. Let’s break down the three most common entry points: Juguang, Juguang Lite, and Chengfeng.
(The screenshot is taken from a Chinese report)
2.1 Juguang
Positioning: XiaoHongShu’s all-in-one managed advertising platform.
Adapt to Brands: Brands with a more mature digital experience or those with complex, high-conversion needs.
Marketing Strategies: Product seeding, lead generation, keyword-based exposure.
2.2 Juguang Lite
Positioning: Self-serve ad product within the XiaoHongShu app, exclusive to verified business accounts.
Adapt to Brands: New advertisers who want to test waters and explore lead-gen at lower entry costs.
Marketing Strategies: Content amplification, light-touch lead collection.
2.3 Chengfeng
Positioning: All-in-one performance platform designed specifically for XiaoHongShu eCommerce sellers.
Adapt to Brands: Brands focused on closed-loop eCommerce marketing, including direct conversion campaigns.
Marketing Strategies: Product promotion, livestream traffic boost.
Ready to Elevate Your XiaoHongShu Marketing?
At OctoPlus Media, we help brands choose the right combination of these tools to build high-converting Rednote campaigns that align with your audience and business objectives.
Whether you’re testing the waters with Juguang Lite, scaling with Juguang, or running eCommerce campaigns via Chengfeng，navigating XiaoHongShu’s product ecosystem can be overwhelming without the right strategy. At OctoPlus Media, we provide tailored marketing solutions that connect your brand with high-intent audiences through smart media planning, creative content, and data-driven optimization.
Let’s turn awareness into action. Contact OctoPlus Media today to build a Rednote (XiaoHongShu) strategy that drives real results.
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