(Yicai) Sept. 27 -- China's Xiaohongshu, also known as Little Red Book, intends to incentivize sales with traffic support and hundreds of millions of Chinese yuan of subsidies during the Double 11 shopping festival.

The lifestyle and e-commerce platform will direct tens of billions of views to sellers, covering the sections of live streaming, search, shopping malls, and other fields during the shopping extravaganza in November, the Shanghai-based company said in an event yesterday. It will also give hundreds of millions of yuan of coupons to users to reduce their costs while helping traffic convert to sales. Finally, it will introduce more buyers to provide merchants with more sales channels and options.

Last month, Xiaohongshu said it would invest in 50 billion views to introduce more potential buyers to the platform and add another 50 billion views to help merchants improve their operations.

In the past 18 months, the scale of e-commerce buyers and merchants on Xiaohongshu has increased by 27 times, according to the platform. More specifically, the number of buyers has risen by 12 times and that of sellers by 10 times. During the June sales promotions, users' viewing time of e-commerce live streaming doubled.

Xiaohongshu will offer unprecedented support during the Double 11 period, aiming to boost its e-commerce business, according to a marketing employee.

Editors: Shi Yi, Emmi Laine