How Dedao used 43 Xiaohongshu creators to launch a workplace guide on JD.com

The launch framed 《干得漂亮》 (Well Done) as a “职场解题公式” (workplace problem-solving formula) and a portable workplace reference, not a general motivational read. Posts repeatedly explained “10套行动方案+45条办事攻略” (10 action plans + 45 practical guides), stressing “即插即用” (plug and play) and “模板套用” (apply the templates). Image-led recommendations broke workplace communication, anxiety and student-style thinking into situations readers could recognise, with MBTI labels, commutes and couple scenes providing lifestyle context. Some posts paired the book with 《沟通的方法》 (Methods of Communication) as a combined recommendation, while comment lotteries and friend-tagging added participation.

The core audience was introverted women in their first 1-3 years at work, alongside urban white-collar women and Gen Z students. Content addressed workplace anxiety, communication and personal growth through a peer-to-peer, explanatory tone, supported by the author’s role as the app’s co-founder and CEO. With no discounts or gifts, every route pointed to JD.com: users were asked to search a term based on the author’s nickname to find and buy the book.