How Xiaohongshu’s New AIPS Model Redefines Grass-Planting Marketing

BlogHow Xiaohongshu’s New AIPS Model Redefines Grass-Planting MarketingHow Xiaohongshu’s New AIPS Model Redefines Grass-Planting MarketingJan 10, 20253min readBriceTL;DRXiaohongshu introduced the 'AIPS Audience Asset Model' to help brands measure and optimize content-driven marketing.The model tracks the user journey through five stages: Awareness, Interest, True Interest, Purchase, and Share.Brands can now use process measurements to understand consumer behavior and outcome measurements to track conversions.The 'Grass-Planting Alliance' enables brands to link Xiaohongshu campaign data with external e-commerce platforms like Taobao and JD.At the 2025 WILL Business Conference, Xiaohongshu unveiled a groundbreaking marketing framework: the "AIPS Audience Asset Model." This innovation aims to transform how brands measure and optimize their grass-planting (content-driven marketing) campaigns on Xiaohongshu. By integrating process measurement and outcome measurement, Xiaohongshu has equipped brands with actionable insights to enhance their marketing efficiency. Here's a breakdown of the key takeaways and their implications for brands.Understanding the AIPS ModelThe "AIPS Audience Asset Model" divides audience engagement into five categories:Awareness – General recognition of the brand.Interest – Initial interest in products or services.True Interest (TI) – Deep engagement and potential intent to purchase.Purchase – Conversion into actual sales.Share – Advocacy through post-purchase sharing and recommendations.This segmentation allows brands to evaluate and optimize their strategies at every stage of the consumer journey. The model identifies more immediate and relevant user behaviors compared to traditional conversion metrics, offering brands a comprehensive view of audience engagement.Measuring Grass-Planting SuccessXiaohongshu's measurement framework operates on two levels:1. Process MeasurementThe AIPS model focuses on audience behavior within Xiaohongshu’s ecosystem, helping brands understand the nuances of user decision-making. For instance, while low-cost fast-moving consumer goods (FMCG) may require a focus on awareness to drive quick conversions, high-ticket items necessitate a deeper engagement with "Interest" and "True Interest" audiences.2. Outcome MeasurementOutcome measurement is achieved through two primary methods:Grass-Planting Alliance: This initiative integrates Xiaohongshu’s platform data with external e-commerce platforms like Taobao, JD, and VIP.com. Brands can track the direct impact of Xiaohongshu’s campaigns on off-platform conversions. For example, Xilinmen identified a high-converting audience segment (“refined white-collar workers”) and optimized their budget, achieving an ROI of over 15 during the 618 shopping festival.First-Party Data Collaboration: Participating brands can analyze their omnichannel data to gain deeper insights into business performance. Xiaohongshu’s "Lingxi" platform now supports 5,000+ brands, offering accessible tools for data-driven optimization.ROI (T+x): A New Way to Measure SuccessOne of Xiaohongshu’s key insights is the importance of ROI over time (T+x). While traditional ROI focuses on immediate returns, Xiaohongshu advocates for analyzing ROI across the consumer decision-making period. For example:A ¥3,000+ robotic vacuum cleaner required 45-60 days to reach a tipping point in ROI due to the complexity of consumer decisions.A ¥100 body oil, initially estimated to have a 7-day decision cycle, revealed a true cycle of 60-90 days. This discovery helped the brand target high-value audiences like expectant mothers, resulting in a 20% year-on-year GMV growth during Double 11.Precision and Granularity: The Keys to SuccessXiaohongshu’s CMO Zhiheng emphasized that measurement is a means to an end: optimizing marketing strategies. The two pillars of this optimization are:Granularity: Understanding consumer behavior, needs, and decision-making contexts.Precision: Matching the right products with the most suitable influencers, content, and marketing channels.A compelling example comes from an outdoor jacket campaign. Xiaohongshu tailored content to specific mountains (e.g., lightweight jackets for Mount Tai’s night hikes versus UV-protective gear for Mount Siguniang). This hyper-targeted approach resulted in a top-four search ranking for high-end jackets and a 40% reduction in e-commerce platform costs.Implications for BrandsXiaohongshu’s AIPS model and measurement solutions mark a shift toward personalized, data-driven marketing. By understanding niche audiences and aligning strategies with consumer decision-making cycles, brands can achieve better ROI and long-term growth.Interested in unlocking the full potential of Xiaohongshu for your brand? 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