From January 14th to 23rd, over just 9 days, RedNote gained a new nickname, "International Book." Merchants and institutions hopping on the "TikTok's American Refugee" trend on RedNote are enjoying the benefits.

Cross-border e-commerce expansion has been a hot topic in recent years. Operating overseas social media accounts is typically the lowest-cost strategy for factories aiming to expand overseas markets. Thanks to the traffic surge on RedNote, many cross-border e-commerce merchants have easily achieved "export to domestic sales." The product posts they share on RedNote not only attract inquiries from U.S. customers but can also drive traffic to their independent websites and Amazon stores via live streaming.

Yiwu's timely grasp of the RedNote opportunity is likely linked to its established relationship with the platform. In October last year, the Xiaohongshu Yiwu E-commerce Operation Center officially opened, making Yiwu the second city in China to set up such a center.

If Yiwu merchants' success is attributed to quick reactions and tools, for many well-known companies, it's all about "don’t let the free traffic go to waste."

NetEase was the first to catch on. NetEase Games posted on RedNote, "I want to play game with you." However, netizens didn't take the bait. Meanwhile, Ele.me's official account cheekily replied, "Are you hungry?", a playful comment that also let foreigners know they could order food delivery.

Similarly, Dianping took an unconventional approach with "Let's bargain hunting," while Meituan attracted users with platform discounts, "Hungry or NOT hungry You can go to Meituan."

In the travel sector, it's not just about "eating." Platforms like Amap, Baidu Maps, DiDi, and Ctrip have jumped on the "meme marketing" bandwagon. Ctrip enthusiastically invited users with "Say go, let's go," encouraging those with travel needs to use the platform. DiDi took a more emotional approach, proclaiming, "I car you, really car you." Amap cleverly posted, "Do you wanna find way?" subtly encouraging foreign users to use Amap for navigation. Baidu Maps went big, launching "The first English map."

As the TikTok ban in the U.S. faces a turning point, it remains uncertain how many foreign users will stay on RedNote. However, for now, the friendly online interactions between Chinese and American netizens are real, and for businesses, companies, and institutions, the traffic and orders they've gained are also tangible.

Source: Lingnan On the Cloud

中国商家在小红书掀起广告“攻势”

从1月14日至23日，9天时间里，小红书拥有了一个新名字“国际书”。借着“小红书的TikTok美国难民”热度上车的商家、机构，感受到了纯粹的快乐。

跨境电商出海热是近年来持续不断的话题。正常情况下，对于工厂而言，想要开拓海外市场，运营海外社媒账号堪称成本最低的方式。小红书这波流量，让不少跨境电商商家轻松实现“出口转内销”。商家们在小红书上发布的产品帖子不仅能引来美国客户的咨询，甚至能通过小红书直播给独立站和亚马逊店铺导流。

义乌能及时抓住这波小红书机遇，或许也和义乌与小红书早已结缘有关。去年10月，小红书义乌电商运营中心正式挂牌运营，义乌成为全国第二个设立小红书电商运营中心的城市。

如果说义乌商家的爆单靠的是迅速的反应和工具助力，那么对于很多知名企业而言，就是“白得的流量，不蹭白不蹭”。

网易是最先闻着味来的。网易游戏在小红书上发帖：I want to play game with you。（我想跟你一起打游戏）对此，网友并没有买账。而不嫌事大的“饿了么”官方账号更是在下面回复：Are you hungry（你饿了么）？既是玩梗，也是在告诉老外们可以点外卖吃。

大众点评同样剑走偏锋Let’s bargain hunting（一起薅羊毛），美团则以平台优惠吸引用户：Hungry or NOT hungry You can go to Meituan（饿不饿都能用美团）。

在出行领域，可不只有 “吃” 那一套玩法，高德、百度地图、滴滴、携程等出行平台纷纷玩起了“梗营销”。携程直接向用户发出热情邀约：“Say go，let’s go（说走就走）”，还不忘趁机招揽用户，鼓励有出行需求的人使用携程平台。滴滴则大打感情牌，喊出：“I car you, really car you（我开车送你，真的送你）”。高德地图抛出 “Do you wanna find way？（你在找路吗？）”，巧妙地向外国友人传递出找路就用高德的信息。百度地图更是直接放大招，上线 “The first English map（全国首个英文地图）”。

随着TikTok在美国封禁事件迎来转机，这波能有多少外国人留在小红书暂未可知，但至少对于中美网友来说，线上友善的互动是真实发生的，对商家、企业和机构而言，收割的流量和订单也是实际存在的。

文丨记者 杭莹
翻译丨肖凯欣
英文审校丨林佳岱