XIAOHONGSHU MARKETING

The Hottest Social Media Platform For Chinese Women’s Luxury Brands

Why Xiaohongshu Is A Must For Luxury & Beauty Brands

As millennials age and become the dominant consumer generation, companies are shifting their focus to the next group—Generation Z.

Xiaohongshu (rednote) has emerged as China’s leading social media marketing and e-commerce platform for luxury and beauty brands. Companies looking to capture the spending power of Gen Z are leveraging this platform to reach a highly engaged audience.

A Highly Engaged User Base

A significant portion of Xiaohongshu’s audience consists of Chinese women actively searching for fashion, luxury goods, and beauty and health products. They use the platform to discover, review, and share their experiences.

Harnessing Xiaohongshu for Business Growth

The platform’s vast and active user base makes it a crucial tool for brands targeting Chinese consumers. Understanding how to effectively utilize Xiaohongshu can help businesses drive awareness, engagement, and growth in this competitive market.

Frequently Asked Questions

Navigating Xiaohongshu For Brand Success

What Is Xiaohongshu (rednote)?

Little Red Book is a social media platform that brings together elements of e-commerce, user-generated content (UGX), and product reviews. The platform features photos, text, and short videos that, together, produce content tailored towards lifestyle trends and products.

How Many Users Does Xiaohongshu (rednote) have?

It boasts over 300 million registered users who make up what it calls a “lifestyle community platform”.

Is Xiaohongshu (rednote) Popular?

As one of the fastest-growing e-commerce platforms, Xiaohongshu (rednote) is highly popular among the female audience which makes up 88% of its user base. While 70% of its registered users were born after 1999, making the platform one of the preferred marketplaces of Gen Z, 57% of such users live in metropolitan cities that make up traditional centers of wealth.

How Can International Brands Market
On Xiaohongshu (rednote)?

Open a brand account

Opening a brand account is the best and simplest way to engage with your user base on Xiaohongshu. Brands can easily share and feature detailed “shopping notes” with their followers that can include text, photos, and short videos, and can also interact directly with fan reviews and comments.

Chinese consumers place a high value on product reviews. As such a consumer survey conducted by McKinsey & Company revealed that 64% of respondents considered word-of-mouth reviews when shopping. Xiaohongshu’s user community taps into this proclivity by featuring detailed “shopping notes” written by other users which can help brands quickly generate interest on the platforms and grow their follower user base.

Work with Key Opinion Leaders (KOL)

Xiaohongshu has been described by some as Chinese celebrities’ favourite sharing platform. Music and film stars alongside other KOLs leave shopping notes like other users, but their prominence adds a level of authenticity. KOLs are increasingly becoming a focal point of sale, and their use and love of the platform are enticing to companies that want to reach out to Chinese consumers.

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