Xiaohongshu (Little Red Book) is no longer just a lifestyle discovery platform. With over 300 million monthly active users and a rapidly growing e-commerce ecosystem, it has become one of the most important channels for brands entering China. And right now, the platform is running its biggest shopping event of the year.
The Xiaohongshu 66th Anniversary Sale (branded as "小红书市集66周年庆") runs from May 22 to June 18, 2026. The platform is calling it "Xiaohongshu's own 618" — a direct challenge to the traditional June 18 shopping festivals on Tmall and JD.com. Here is what makes it different, and how international brands can participate.
Xiaohongshu's 618 is not about deep discounts and volume. It is about "good products" (好货). The platform is explicitly subsidizing quality over price, funding discounts out of its own pocket for curated products. For international brands with premium positioning, this is a rare alignment with platform incentives.
📅 Campaign Timeline
May 22: Campaign officially launches. Full promotional mechanics go live.
June 6: Big Day. The "66 Sincere Good Products" list featured in the main venue. Single-session UV can reach 2,000,000+.
June 18: Campaign ends. Final conversion push.
The campaign spans nearly a month, giving brands multiple windows to optimize their content, test live commerce formats, and build momentum toward the Big Day on June 6.
💰 Platform Subsidies
Xiaohongshu is funding subsidies directly — a significant shift from previous years where brands bore most of the discount burden.
| Subsidy Type | Discount | Funding | Conditions |
|---|---|---|---|
| Fan Favorites List (宠粉清单) | 10% off | 100% platform-funded | Curated products only |
| Cross-Category Mixed Subsidy | 20-20% off | Joint (brand + platform) | Live room only, same-day valid |
| Platform Coupons | Up to 10% off | Platform-funded | Weekday/weekend distribution, weekend stronger |
The key insight: the "Fan Favorites List" (宠粉清单) offers 10% off with zero cost to the brand. Products on this list get premium placement and the platform pays the difference. For international brands, getting on this list should be a priority.
📐 The NPL Framework: Notes, People, Live
Xiaohongshu has formalized its commerce methodology into the NPL framework. Understanding this is essential for any brand running campaigns on the platform.
active users
search campaigns
~$0.74
GMV in 2026
purchases during 618
N: Notes — The Discovery Engine
Product notes (商品笔记) are the starting point. During 618, brands that publish quality product notes and hit GMV thresholds can unlock up to 20,000 impressions in bonus exposure. Regular notes combined with group chat features can earn up to 5,000 impressions based on new group members or cumulative payment volume.
P: People — Building Trust
Xiaohongshu's commerce model is fundamentally trust-based. Users discover products through authentic content, build familiarity through repeated exposure, and convert when trust is established. The group chat feature is a key tool here — it allows brands to build a community of engaged users who receive exclusive updates and offers.
L: Live — The Conversion Engine
Live commerce is the primary conversion mechanism. During 618, Xiaohongshu is partnering with 3,000+ curated live rooms. New merchants can earn traffic through consistent broadcasting frequency, while established merchants earn more resources through high transaction volumes. The platform offers GMV milestone rewards and live stream traffic bonuses.
Xiaohongshu's 618 performance in 2026 exceeded expectations, with search-driven purchases accounting for 72% of total GMV. International brands that prepared early with search-optimized content saw 4.5x ROAS.
🌏 What International Brands Should Do
1. Apply for the Fan Favorites List. This is 100% platform-subsidized exposure. Zero cost to you.
2. Build a content calendar around NPL. Notes for discovery, group chat for community, live for conversion. The three work together.
3. Focus on June 6 (Big Day). The main venue gets 2,000,000+ UV per session. Have your best content and live streams ready.
4. Weekend coupons are stronger. Time your promotional pushes for weekends when platform coupon distribution is more aggressive.
Xiaohongshu's 618 is fundamentally different from Tmall or JD. It is not about racing to the bottom on price. It is about presenting quality products to an audience that values authenticity and taste. For international brands with premium positioning, this is the platform's most brand-friendly shopping event.
Start preparing your Xiaohongshu 618 search strategy 6 weeks before the event. Create product-specific search content, partner with KOCs for authentic reviews, and set up brand search ads to capture demand.
📊 How Xiaohongshu 618 Compares
| Platform | 618 Focus | Brand Advantage | Risk |
|---|---|---|---|
| Xiaohongshu | Quality + Discovery | Premium positioning, trust-based | Lower volume than Tmall |
| Tmall | Volume + Discounts | Massive reach, established checkout | Price war, margin pressure |
| Douyin | Impulse + Entertainment | Viral potential, live commerce | High CPA, short attention |
| JD.com | Logistics + Electronics | Fast delivery, trust | Limited lifestyle categories |
At Tuyue Media Gateway, we help international brands navigate Xiaohongshu's advertising ecosystem — from content strategy to live commerce to KOC partnerships. Get in touch and we will walk you through the options for 618 and beyond.