From beauty products to sweet potatoes, Xiaohongshu kicks off a new narrative for full-category e-commerce with "genuine sharing"

While users are accustomed to searching for beauty products and fashion sets on Xiaohongshu, an agricultural assistance livestream is quietly expanding the platform's e - commerce narrative.

There was no countdown, no hasty shouting, and no hysterical "Link up!" Sichuan - born actress Zhao Lusi transformed into an "agricultural assistance recommender". In the live - streaming room, she ate and chatted while carefully explaining agricultural products from the mountains of her hometown, such as Qingchuan bamboo fungus, Hanyuan Chinese prickly ash, and black beauty sweet potatoes.

This agricultural assistance livestream fits the essence of the Xiaohongshu community: real sharing, a sense of life, and trust connection. It is in this atmosphere that "selling goods" has become a natural extension of "sharing a good life".

Statistics prove that there is huge commercial explosive power behind this livestream. 36Kr learned that this livestream attracted nearly 9 million users to watch, and ultimately sold more than 820,000 orders of agricultural products, including 1,159 tons of fresh fruits and more than 400,000 pieces of agricultural and sideline products.

The leap from beauty products to sweet potatoes proves that the possibilities of Xiaohongshu's e - commerce are far from limited to clothing and beauty. Fresh agricultural products are just the beginning.

This agricultural assistance livestream is precisely the growth logic of Xiaohongshu in the next stage: based on content trust and using sincere sharing as a bridge, it evolves into a lifestyle e - commerce platform covering all categories, including fresh agricultural products and local specialties.

A Livestream with "Zero Commission for All Three Parties" Widens Xiaohongshu's E - commerce Product Portfolio

In the past, in Xiaohongshu's live - streaming e - commerce world, beauty products and clothing were the absolute protagonists, forming a fixed impression of the platform among users.

However, a recent large - scale agricultural product livestream has refreshed everyone's perception. On January 28th, Xiaohongshu launched an agricultural assistance livestream, initiating a three - zero - commission agricultural assistance livestream with "zero service fees for merchants, zero service fees for buyers, and zero commissions for celebrities".

This time, Xiaohongshu brought "rustic" mountain products like Hanyuan Chinese prickly ash, Liangshan ancient - method brown sugar, and Luzhou yellow glutinous rice cakes to the live - streaming room. Surprisingly, many products were snapped up even after several replenishments during the livestream.

Why was Xiaohongshu able to achieve a result of 820,000 orders in a single agricultural product livestream on its first attempt? Why could agricultural products hidden in the mountains quickly gain popularity on Xiaohongshu?

Firstly, through the zero - commission and zero - service - fee model, the platform successfully returned the maximum profit margin to the original producers, allowing good products to speak for themselves. This inspired the original merchants to participate in the product - selection competition with extreme quality and sincerity, ensuring product quality at the source.

Li Huanping, a post - 90s new - generation farmer, brought his Hanyuan Chinese prickly ash to the live - streaming room. Since returning to his hometown to start a business, he has insisted on purchasing "authentic southern prickly ash" from the core production area with appropriate tree ages. He also introduced advanced technology to increase the opening rate of the prickly ash to over 95% and reduce the impurity rate to below 0.1%. He even developed innovative products such as prickly ash sauce and insect - repellent sachets suitable for the young market.

With in - depth sharing in the live - streaming room, this "thousand - year - old tribute prickly ash" quickly won the hearts of young consumers, once triggering netizens to exclaim, "I didn't know there was such good Sichuan prickly ash."

Shu Fajun, an entrepreneur from Liangshan Prefecture, Sichuan, and his team of disabled partners adhered to the ancient method, slowly boiling high - mountain Sichuan sugarcane juice in five large fire -wood - heated pots for 24 hours. This ancient - method brown sugar, which carried ingenuity, was transformed into real purchasing power, with nearly 80,000 catties sold in a single livestream.

Other agricultural products were also sold out. Luzhou yellow glutinous rice cakes were sold out and replenished several times in the live - streaming room, with the final sales volume exceeding 1 million pieces. Black beauty sweet potatoes and durian purple sweet potatoes were sold over 180,000 catties in total. Ganping oranges from Meishan were sold over 40,000 catties in total...

More notably, after the livestream, more and more consumers began to search for and purchase agricultural products on Xiaohongshu, indicating that Xiaohongshu has successfully stimulated the fresh produce consumption demand of its platform users.

From beauty products and clothing to fresh agricultural products, Xiaohongshu has proven through an agricultural assistance livestream that its e - commerce boundaries are far from being set. The results of this livestream not only opened up broad growth space for Xiaohongshu in categories including local specialties and characteristic foods but also made Xiaohongshu's e - commerce shelves richer and more substantial than ever before.

Why Can "Rustic" Good Products Gain Popularity on Xiaohongshu?

When the avocados from the mountains were snapped up in the Xiaohongshu live - streaming room, with a single - session sales volume of 6,400 orders equivalent to the farmers' 960 - hour regular efforts, and when black beauty sweet potatoes and durian purple sweet potatoes were sold over 180,000 catties in total, a clear perception emerged: the breadth of Xiaohongshu's e - commerce ecosystem is being refreshed.

This is not only a victory on the sales side but also a subversion in the cognitive dimension. Xiaohongshu has broken the fixed consumption perception that "high - quality avocados must be imported", proving that in Xiaohongshu's content field, it has the ability to make the most "rustic" high - quality source products show amazing consumption explosive power.

Why can "rustic good products" gain popularity on Xiaohongshu? The answer to this question lies in Xiaohongshu's distinctive platform genes and operational logic.

Firstly, the community atmosphere of sincere sharing forms the cornerstone of trust. The underlying logic of Xiaohongshu is "real experience, sincere sharing", and users are already accustomed to finding real experiences and sharing content here.

Here, a truly high - quality sharing post will become a "word - of - mouth recommendation" and gain natural traffic and sincere praise. Conversely, any exaggerated or false content will not escape the discerning eyes of users, will be directly questioned and criticized, and will be quickly marked as a post to avoid.

This real and transparent community ecosystem naturally filters and endorses the information on the platform. Therefore, in the live - streaming room, when the real - scene of the production area, real - time taste - testing, and real explanations are presented on - site, this trust atmosphere without filters becomes a solid foundation for agricultural product sales, allowing consumers to dare to try unfamiliar local specialties.

At this time, the community trust atmosphere built by Xiaohongshu has become the "infrastructure" for transactions of unfamiliar products. What consumers buy here is not just a product but also a commitment about a "good product" verified by the community.

Secondly, different from the fast - paced "peddling - style" live - streaming sales of traditional e - commerce, Xiaohongshu's agricultural assistance livestream is more like an immersive "chat".

Agricultural assistance recommender Zhao Lusi shared the stories behind the products in a life - oriented way. For example, from the cultivation of Hanyuan Chinese prickly ash to the entrepreneurial journey of post - 90s new - generation farmer Li Huanping; from the 24 - hour slow - boiled ancient - method brown sugar to the struggle story of Shu Fajun's disabled partners' team.

Digging deep into the growth secrets and humanistic stories behind each agricultural product gives the cold commodities warmth and allows the value narrative of each agricultural product to be fully unfolded, enabling consumers to make consumption decisions in emotional resonance. What they buy is not just a grain of prickly ash or a piece of brown sugar but also an identification with a serious attitude towards life and a sentiment of supporting ingenuity and hometown.

Ultimately, all of this serves one core purpose: to let good products be truly seen. Xiaohongshu's unique algorithm recommendation and active content ecosystem act like a precise amplifier, pushing local characteristic products that were originally hidden in the mountains and lacked exposure to the national market through a single livestream.

For example, since Luzhou yellow glutinous rice cakes were announced to enter the live - streaming room, they have become a national hot topic. They were sold out and replenished twice during the livestream, with a cumulative sales volume of over 1 million pieces, truly allowing this local specialty snack to go beyond the local area and be sold to the national market.

The popular agricultural products in this livestream are just the tip of the iceberg of Xiaohongshu's local - flavor good - product map. On the platform, there are countless high - quality agricultural product merchants deeply rooted in various places, and local - flavor good products from all over the country gather here. The rich supply gives every regional delicacy a chance to be seen.

Therefore, Xiaohongshu's agricultural assistance practice is far more than just adding a sales channel for merchants. Through the unique path of "sincere sharing" and "real evaluation", it magnifies the value of agricultural products, allowing good products not only to be sold but also to sell well and at a good price.

Here, good products do not need to be involved in the vicious competition of low prices. Instead, they can win their due market position and price respect with real quality, touching stories, and traceable sources.

Beyond a Single Livestream: Being a Connector between Good Products and Consumers

The achievement of selling out 820,000 orders of agricultural products is a clear starting point.

36Kr learned that Xiaohongshu has listed agricultural assistance livestreams as a year - long continuous action. In the future, it will go to more provinces, cities, and counties, systematically discover and promote the "hidden good products" in various places, and normalize this model, enabling high - quality agricultural products deep in the mountains to reach the dining tables of people across the country in batches.

The deeper meaning behind this is far more than just the victory of a single - session sales. It is to establish a long - term agricultural assistance mechanism and truly "teach people how to fish".

Why can Xiaohongshu succeed in this "difficult but correct" agricultural assistance livestream? The answer lies in the long - term spill - over effect that continues to be released after the livestream.

For the participating merchants, although the instantaneous sales volume detonated by the livestream is indeed a pleasant surprise, the more valuable thing is the continuous asset precipitation. Data shows that the in - platform search volumes of popular products such as Yibin yellow glutinous rice cakes and Ganping oranges from Meishan increased by 353% and 202% year - on - year respectively after the livestream.

This means that a large number of consumers attracted by the livestream have been transformed into active searchers of the brand and long - term fans of the stores.

Thus, a complete consumption closed - loop from the livestream detonation to store precipitation and finally to continuous repurchase has been formed. On Xiaohongshu, merchants do not get a one - off deal but an online platform that can gain a stable group of repeat customers and continue to grow.

From the perspective of the platform ecosystem, the success of this agricultural assistance livestream verifies Xiaohongshu's e - commerce hard power in the field of non - standard fresh produce.

For a long time, fresh agricultural products have been regarded as a "tough nut to crack" in e - commerce operations due to problems such as uneven quality and complex logistics. However, Xiaohongshu has successfully solved the trust problem with its quality - control mechanism of "government recommendation + platform review" and the community gene of "real sharing".

More importantly, Xiaohongshu has sent a strong and clear signal that its "grass - planting - livestreaming - conversion - precipitation" ecosystem is complete and efficient enough and has strong cross - category migration ability. Whether it is beauty products, clothing, home furnishings, or food, all categories can establish in - depth connections with users through content here, while achieving brand exposure and sales and opening up new business growth paths.

The most important inspiration from this agricultural assistance livestream is that Xiaohongshu is becoming an effective "connector" between good products and consumers. It does not create products but is good at discovering and magnifying the inherent value of products. It does not produce content but builds a high - quality soil for sincere sharing to spread.

For countless "good products" eager to be seen, Xiaohongshu provides not only a sales channel but also a brand shortcut that bypasses low - price competition and directly reaches value recognition. Because here, instead of relying on extreme low - price competition, it allows good products to sell at their due value through value magnification.

This may be the most subversive commercial value that Xiaohongshu is creating.