On April 16th, during the "Let Good Design Lead to Good Business" themed Home Furnishing Open Day event, Xiaohongshu's e-commerce merchant manager, Mai Kun, announced the launch of the first Xiaohongshu home furnishing industry IP "REDeco". Meanwhile, data shows that over the past six months, transaction volume for designer home furnishing brands on Xiaohongshu has increased 15-fold year-on-year, with the number of purchasing users increasing 8-fold.

REDeco, introduced to support the development of designer home furnishing brands, is a certification label provided by Xiaohongshu's e-commerce platform for brands with design capabilities. REDeco-certified brands will receive support such as billion-level traffic, platform-level marketing activities, commission rebates, and in-depth cooperation with benchmark buyers.

In 2023, buyers contributed over 50% of the transaction volume for designer home furnishing brands on Xiaohongshu. Zheng Feng, head of Xiaohongshu's furniture buyers, stated that over the past year, five types of furniture buyers have emerged on Xiaohongshu, including professionals such as designers, proprietors, and reviewers, as well as lifestyle enthusiasts and home decor enthusiasts. Buyers are becoming important business partners for designer furniture brands, with more and more brands and new products entering the market through Xiaohongshu buyers.

As designer furniture brands, they have faced challenges in obtaining high-quality customer resources. In 2023, Yizhouzhuwuji, which has been established for five years, saw the commercial potential brought by buyers to the brand and began to layout on Xiaohongshu, opening the door to business through buyer live streaming. Yizhouzhuwuji stated, "This year, we will increase our investment in Xiaohongshu e-commerce, establish an exclusive Xiaohongshu live streaming department, and set a goal to grow tenfold."

Mai Kun stated that in the coming year, the goal is to have 1,000 designer home furnishing brands operate steadily and grow healthily on Xiaohongshu. More and more brands are finding their own business methods on Xiaohongshu through various means such as creating content, finding buyers, and conducting store live streaming.