AI Tools, Smarter Discounts & Winning Plays: 618 Strategies for Beauty Brands

June 13, 2025

The 2025 618 Shopping Festival has revealed not just the strength of China’s e-commerce, but a strategic shift powered by AI, refined platform tactics, and tighter content-commerce integration—especially for the beauty sector.

AI Takes Center Stage

AI quietly became the engine of this year’s festival. Platforms like Taobao and Tmall deployed advanced tools such as Quanzhantui, which assisted 1.4 million merchants in campaign performance optimization. Their new “Image-to-Video” feature alone generated over 1.5 million videos in the run-up to 618, allowing beauty brands to scale production with unmatched speed and consistency.

In May, over 100 million pieces of AI-generated content were created by Alibaba platforms, helping brands reduce costs and maintain high engagement velocity.

Rule Changes and Real Impact

This year, Taobao and Tmall simplified their promotional mechanisms by eliminating complicated cross-store discounting. Instead, a universal 15% discount and category-specific vouchers created greater transparency and increased conversion rates.

The simplified pricing approach also helped:

  • Increase basket size
  • Lower cart abandonment
  • Improve campaign forecasting and marketing ROI

Still, users could stack up to 4+ coupons, leading to ongoing complexity and risks of exploitation via returns.

Return of International Beauty Brands

International giants reclaimed dominance during 618:

  • L’Oréal, Estée Lauder, Lancôme, and SkinCeuticals surpassed 100M RMB in sales within 30 minutes.
  • Local brand Proya was the only domestic contender in the same range.

Why? Cleaner inventories, global price-matching, exclusive discounts, and better member engagement strategies re-energized consumer trust.

Platform Differentiation Defines Strategy

Each platform reinforced its unique edge:

  • Tmall/Taobao remain brand-building powerhouses (45.1% market share, +8.5% YoY growth).
  • JD.com leaned into sustainable luxury with its “Green Impact Initiative.”
  • Douyin capitalized on algorithmic DTC performance.
  • Xiaohongshu (RedNote) emerged as the go-to discovery engine for functional skincare.

Content-Commerce Convergence

Cross-platform integrations like Tmall × Xiaohongshu’s “Red Cat Plan” created seamless discovery-to-checkout flows. Brands embedding Tmall links into RED posts saw a 27% lift in click-through-to-conversion.

Livestreaming’s Evolving Role

While year-round livestreaming is now common, 618 remains a high-intensity branding moment. Brands leverage the event for:

  • Launching new SKUs
  • Testing pricing elasticity
  • Generating strategic insights ahead of Double 11

Premium brands are more cautious with discounts, using livestreams strategically rather than constantly.

What This Means for Beauty Brands

618 is no longer just a discount-driven spike—it’s a mid-year strategy checkpoint. Success now depends on a refined mix of:

  • AI-powered content production
  • Platform-specific strategies
  • Transparent promotions
  • Commerce embedded in community

Want to future-proof your brand’s 618 strategy or improve your China e-commerce game with AI and integrated platform tactics? Contact us today to craft a data-backed, conversion-focused strategy tailored to your needs.

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Maximizing B2B SEO in China: The Strategic Role of Baidu Baike

May 9, 2025

When it comes to B2B digital marketing in China, most brands focus on platforms like WeChat. However, many overlook a powerful yet cost-effective asset that can significantly boost brand visibility, credibility, and SEO performance—Baidu Baike (百度百科).

What Is Baidu Baike?

Baidu Baike is China’s equivalent of Wikipedia, but it’s more than just an online encyclopedia. With nearly 300 million monthly homepage views and even more traffic from Baidu Search, Baidu Baike plays a crucial role in shaping brand perception and supporting search-driven research in China.

For B2B marketers, a well-maintained Baike page serves as an authoritative digital asset, offering Chinese professionals a credible first touchpoint when researching potential partners, vendors, or service providers.

Screenshot of the Baidu Baike page for GIC, the Government of Singapore Investment Corporation, showing company introduction, details, and related video.

GIC’s official Baidu Baike page serves as a strong example of how foreign organizations can build credibility and improve search visibility in China.

Why Baidu Baike Matters for B2B Marketing

  • Search Visibility: Baidu Baike entries rank highly on Baidu, improving your organic SEO performance.

  • Credibility Boost: A professional Baike page adds legitimacy and positions your brand as a trusted source of information.

  • Lead Generation Support: It helps prospective clients or partners validate your business before making contact.

  • Content Ecosystem Integration: Baidu Baike links seamlessly with other Baidu properties like Zhidao, Baijiahao, and Tieba.

How to Create a Baidu Baike Entry in 2025

  1. Register a Baidu Account

    • Required for submission. You’ll need a verified Baidu account, typically with a Chinese phone number.

  2. Check for Existing Entries

    • Search your brand in Baike to ensure no duplicate entries exist.

  3. Draft a Structured Entry

    • Include your company’s history, services, milestones, and leadership details in simplified Chinese.

  4. Cite Reliable Sources

    • Reference Chinese-language news outlets, government publications, or academic sources to validate your content.

  5. Submit for Review

    • Baidu’s editorial team will review and approve your entry before publishing.

5 Proven Strategies to Maximize Baidu Baike’s Value

1. Create a Structured, Professional Entry

Write your page like a Wikipedia article with a clean layout, well-defined sections, and neutral language.

2. Optimize for Baidu Search

Use industry-relevant keywords, highlight your Chinese brand name, and include internal Baike links to related concepts or categories.

3. Leverage Baidu’s Content Ecosystem

Link your Baike page in:

  • Zhidao Q&As

  • Baijiahao articles

  • Tieba forums

  • SEM ads and Baidu Brand Zone

4. Keep Your Entry Updated

Regularly refresh your page with new milestones, product launches, and verified information to maintain credibility.

5. Use Third-Party Mentions as References

Leverage mentions by KOLs, journalists, or platforms like Zhihu as credible references to strengthen your Baike content.

Final Thoughts

As search-driven research continues to dominate B2B buyer behavior in China, Baidu Baike remains one of the most underrated digital assets for foreign brands. Investing in a credible, well-optimized Baike page can help your brand build trust, visibility, and lead generation potential in the world’s largest online market.

Need help with Baidu Baike or your B2B China marketing strategy? Contact us today to learn more.

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6 Keyword Categories Every Brand Needs for Xiaohongshu Success

April 24, 2025

Understanding Xiaohongshu’s dual-track content distribution—discovery and search—is crucial for any brand looking to optimize its keyword strategy. On the “Discovery” page, the algorithm matches content quality with user interests, casting a wide net for potential reach. Meanwhile, the “Search” page is where users enter specific keywords—direct signals of intent—allowing for precise targeting.

These two ecosystems are closely linked. If your note achieves high click-through rates from search, Xiaohongshu’s system will then recommend it to more similar users, creating a “search exposure → interaction → discovery recommendation” flywheel effect. This explains why a post with little initial traction can suddenly explode months later: as your keyword strategy steadily surfaces content to new audiences, accumulating clicks will eventually trigger the algorithm’s next-level recommendations.

Many brands rely solely on brand, category, or pain-point keywords—but this isn’t enough. Effective keyword planning starts with understanding the user’s decision process.Below, we break down the six must-use keyword categories every brand should incorporate into their Xiaohongshu strategy with actionable content tips for each.

1. Category Keywords – Sparking Initial Interest

These are broad terms like “electric toothbrush” or “hydrating essence.” Users searching these are just beginning to explore a solution.

Content Tip: Create product comparison guides, “how to choose” lists, and expert overviews to position your brand as an authority from the start.

2. Pain-Point Keywords – Targeting Strong Motivation

Keywords such as “yellow teeth,” “blackheads,” or “cakey foundation” reveal urgent, specific problems.

Content Tip: Use before-and-after tutorials, real-user stories, or quick-fix hacks that put the problem and your product’s solution front and center.

3. Scenario Keywords – Contextualizing Your Value

Searches like “travel-friendly,” “workout-proof makeup,” or “summer skincare” show users are thinking about practical usage scenarios.

Content Tip: Highlight your product in situational lists (“Best gym bag essentials,” “Must-haves for business travel”), matching benefits to real-life moments.

4. Competitor Keywords – Winning the Final Decision

Terms like “Usmile vs. Philips” or “best foundation for oily skin” indicate a user is comparing options and ready to buy.

Content Tip: Publish side-by-side comparison tables, influencer “battle” reviews, or test results that clearly show your strengths over competitors.

5. Demographic Keywords – Precision Targeting by User Group

Tags like “student budget skincare,” “sensitive skin routine,” or “petite fashion finds” let you target niche audiences in a crowded market.

Content Tip: Develop campaigns for specific groups (e.g., “Dorm room beauty hacks for students”) using relatable settings and tailored product combos.

6. Long-Tail Keywords – Unlocking Niche Demand

These hyper-specific phrases (“orthodontic toothbrush for teens,” “pregnancy-safe face masks”) may have lower search volume, but much higher conversion rates.

Content Tip: Create deep-dive content for each long-tail keyword—listicles, guides, or solution stories—to capture these motivated, under-served segments.

Want help optimizing your Xiaohongshu keyword strategy? Contact us for tailored, expert support that drives results.

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Douyin for B2B: Unlocking New Growth Opportunities in China

April 11, 2025

As the B2B marketing landscape in China rapidly evolves, staying ahead means understanding where your audience spends their time—and increasingly, that place is Douyin. Once considered primarily a B2C platform, Douyin is now gaining significant traction among B2B marketers looking to connect with China’s next generation of decision-makers.

Why Douyin Is Emerging as a B2B Marketing Powerhouse

With 743 million Monthly Active Users (MAUs) and strong penetration in Tier 1 and Tier 2 cities, Douyin has become the third most-used social media platform by multinational corporations in China, after WeChat and WeChat Channels.

So, what’s fueling this growth?

  • Changing Buyer Behavior: Millennials—now key B2B decision-makers—prefer self-guided research over sales calls. They seek engaging, short-form content to inform purchasing decisions.
  • Smart Recommendation Algorithms: Douyin’s algorithm ensures that your content reaches the most relevant users, increasing targeting efficiency and lead quality.
  • Immense Reach: The platform’s scale and format offer unprecedented brand visibility, especially at the top of the funnel.

Key Benefits of Using Douyin for B2B Marketing

1. Massive Brand Exposure

Your brand can reach millions of professionals—many of whom are actively involved in procurement and decision-making.

2. Highly Engaging Content Format

Douyin’s short-form video format is perfect for showcasing product use cases, customer success stories, or industry trends in a digestible, entertaining way.

3. Two-Way Engagement

Comment sections and DMs allow for direct interaction with prospects—something not easily achieved through traditional B2B channels.

How to Do B2B Marketing Effectively on Douyin

Create Short, Impactful Videos

Focus on content like:

  • Product demos
  • Thought leadership insights
  • Case studies
  • Behind-the-scenes of your company or product

Tell a Compelling Brand Story

Users connect with stories, not sales pitches. Humanize your brand with:

  • Founder stories
  • Team introductions
  • “A day in the life” at your company

Embrace Creative Formats

Douyin rewards creative content. Try:

  • Animation and explainer videos
  • Light-hearted skits or scenarios
  • Interactive Q&As or challenges

Best Practices for Douyin B2B Campaigns

  • High-Quality Production: Use professional visuals, crisp audio, and seamless editing to capture attention.
  • Active Engagement: Respond to user comments and messages promptly to build relationships.
  • Timely Content: Align content with trending topics, industry news, or product launches to stay relevant.

Case Study: JLL’s Douyin Strategy

Global real estate leader JLL used Douyin to build professional video profiles for their consultants. The result? More human, relatable connections with potential clients—boosting both individual engagement and overall brand perception.

Ready to Leverage Douyin for Your B2B Growth in China?

If your brand wants to tap into a fast-growing, digitally savvy B2B audience in China, Douyin is a powerful tool worth investing in. Contact us today to build a tailored Douyin strategy that drives awareness, engagement, and long-term value for your business.

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Understanding Chinese High-Net-Worth Individuals (HNWIs) in 2025

April 7, 2025

China is now home to over 1.3 million high-net-worth individuals (HNWIs), representing one of the most influential and high-spending consumer segments globally. As we move through 2025, brands looking to capture the attention of this affluent group must understand their evolving lifestyle preferences, media habits, and consumption behaviors. Here are key insights and strategies to help brands effectively engage Chinese HNWIs.

Lifestyle Trends: Beyond Material Wealth

While financial success has brought Chinese HNWIs confidence and freedom of choice, it has not eliminated their desire for a more emotionally fulfilling life. Increasingly, they seek a balance between professional achievements and family or personal well-being.

This shift is driving demand for:

  • Family-oriented experiences
  • Personal development and self-care
  • Curated leisure activities that promote emotional connection

What This Means for Brands:

Luxury brands must move beyond material appeal and deliver emotionally resonant experiences that prioritize well-being, human connection, and exclusivity.

Investment Behavior: Value and Security Come First

In an uncertain economic climate, Chinese HNWIs are embracing a more conservative investment mindset. Their current priorities include:

  • Wealth preservation
  • Long-term, stable returns
  • Safe investment options like gold

What This Means for Brands:

Promote products and services that emphasize sustainability, longevity, and financial security. Messaging should appeal to their desire for stability and trustworthiness.

Consumption Behavior

Luxury Goods

  • 50% of HNWIs continue to purchase luxury items regardless of economic changes.
  • They value brand heritage, craftsmanship, and uniqueness.
  • Self-pleasure, subtlety, and personal style matter more than logos.

Beauty Products

  • HNWIs prefer high-performance, premium international skincare.
  • Makeup buying is trend-driven and intuitive.
  • Perfume is a form of self-expression; niche, exclusive scents are preferred.

Experiences

  • Interest in exclusive events, parent-child activities, and outdoor experiences is growing.

Media Habits: WeChat Remains the Center of Digital Life

WeChat is the most trusted and widely used digital platform among HNWIs in China. It provides a private, controlled environment where brands can foster deeper engagement through:

  • Official accounts
  • Mini-programs
  • Private groups (WeChat private domain)

In addition to digital platforms, HNWIs place high trust in advertisements in premium offline locations, particularly airports, due to their association with high status and exclusivity.

What This Means for Brands:

A robust WeChat strategy is essential. Combine subtle, personalized communications with high-status placements both online and offline.

Marketing Strategies to Reach Chinese HNWIs

To successfully engage this elite audience in 2025, brands should focus on:

1. Personalized & Exclusive Experiences

Offer one-on-one services, VIP access, and bespoke events to meet the need for exclusivity and emotional connection.

2. Security-Focused Messaging

Emphasize product reliability, financial value, and brand heritage to resonate with cautious, value-driven consumers.

3. Private Domain Marketing via WeChat

Leverage mini-programs and official accounts to provide tailored content, loyalty programs, and discreet communication.

4. Elegant and Subtle Digital Campaigns

Avoid aggressive sales tactics. Instead, use minimalist visuals, sophisticated storytelling, and value-led content.

5. Presence at Exclusive Events

Participate in or sponsor high-profile events such as luxury expos, automotive showcases, and curated cultural experiences.

Ready to Connect with China’s Elite?

If your brand is looking to create targeted campaigns that resonate with Chinese HNWIs, our team can help. Contact us today to develop a custom marketing strategy that aligns with their values, habits, and aspirations.

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WeChat: China’s Most Sustainable E-commerce Platform

March 20, 2025

For foreign brands entering the Chinese market, discussions around digital marketing often focus on the latest trending platforms like Douyin and Xiaohongshu (RED). While these channels generate significant buzz, WeChat remains the most critical and enduring digital platform in China.

Despite not always being in the spotlight, WeChat continues to be the country’s most widely used app and an indispensable tool for brands aiming to build lasting relationships with consumers. Unlike major e-commerce marketplaces such as Tmall and JD, which demand high advertising spend and platform commissions, WeChat provides brands with a lower-cost alternative for customer acquisition, direct engagement, and complete ownership of consumer data.

WeChat: More Than Just a Messaging App

Originally launched as a messaging app, WeChat has transformed into an all-encompassing digital ecosystem, offering brands multiple avenues to engage consumers:

  • Official Accounts – A powerful tool that functions like a combination of a website, blog, and email marketing system, enabling brands to share content, interact with users, and build a loyal community.
  • Mini Programs – Embedded apps within WeChat that provide seamless e-commerce, customer service, and loyalty features without requiring users to leave the platform.
  • WeChat Pay – An essential mobile payment system that dominates China’s cashless economy.
  • WeChat Channels – A short video and livestreaming feature that competes with Douyin and Kuaishou, offering brands an opportunity to engage users organically.
  • WeChat Groups – Exclusive communities where brands can foster deeper engagement and collect valuable consumer insights.

This extensive ecosystem enables users to consume content, interact with brands, and complete purchases all within a single platform, making WeChat an indispensable tool for digital commerce in China.

WeChat as a Digital Storefront for Brands

Unlike in Western markets, where consumers typically turn to Google or a company’s website for brand information, Chinese consumers often search directly on WeChat. This makes WeChat the go-to platform for discovering brands, learning about products, and engaging with customer service.

For many businesses, WeChat effectively replaces the need for a traditional website. However, many foreign brands underutilize their WeChat presence, with outdated content, inactive accounts, and broken links reducing engagement. Keeping a WeChat Official Account updated and interactive is as important as maintaining a website in other markets.

A Fully Owned Channel for Brands

One of the biggest challenges for brands operating in China is balancing the high cost of customer acquisition with long-term retention. Unlike Tmall, JD, and Douyin, where brands must constantly pay for visibility, WeChat allows businesses to build and nurture their own audience. This offers several advantages:

  • Lower Customer Acquisition Costs – WeChat provides a cost-effective alternative to traditional e-commerce platforms, where brands must bid for visibility.
  • Full Data Ownership – Unlike marketplaces that control customer data, WeChat enables brands to collect and analyze user interactions directly.
  • Seamless Omnichannel Integration – WeChat bridges online and offline engagement, making it easier to connect with consumers across multiple touchpoints.

For brands looking for a long-term, cost-efficient strategy in China, WeChat presents a powerful direct-to-consumer (D2C) model.

WeChat’s E-commerce Evolution

While platforms like Douyin and RED attract attention with viral trends, Tencent has been steadily enhancing WeChat’s e-commerce capabilities. WeChat Channels has emerged as a significant competitor to Douyin’s short video and livestream shopping ecosystem.

WeChat has streamlined merchant onboarding, simplified the sales process, and expanded commerce features to allow product purchases across multiple touchpoints—including posts, search, chat, and even gifting features. These improvements have led to substantial growth:

  • A 3x increase in active sellers last year
  • A 200% surge in total sales volume

This growth signals that more merchants are seeking sustainable alternatives to traditional e-commerce marketplaces and that consumers are increasingly shopping within the WeChat ecosystem.

Where Should Brands Focus?

Many international brands question whether WeChat should be prioritized over newer platforms like Douyin and RED or traditional marketplaces like Tmall. The answer depends on a brand’s objectives:

  • Douyin & RED – Best for brand awareness, viral content, and impulse-driven sales.
  • Tmall & JD – Ideal for reaching high-intent shoppers and providing an official retail presence.
  • WeChat – Most effective for fostering long-term engagement, driving repeat purchases, and building brand loyalty.

A well-rounded China digital strategy should leverage multiple platforms, utilizing each one’s strengths to target consumers at different stages of their journey. WeChat remains a key pillar of this strategy, particularly for brands looking to develop a sustainable, direct-to-consumer business model.

Leverage WeChat for Sustainable Growth in China

Navigating China’s complex digital landscape requires a tailored approach. Whether you’re looking to enhance your WeChat strategy or integrate it into a broader digital marketing plan, our team can help you optimize your presence and drive results.

Contact us today to explore how WeChat can support your brand’s long-term success in China.

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Mastering Seasonal Marketing: 6 Trends to Watch in 2025

March 1, 2025

As 2025 unfolds, brands are redefining their marketing strategies to align with evolving consumer behaviors and cultural shifts. From leveraging seasonal changes to embracing emotional marketing, the key to success lies in crafting authentic connections with audiences. Here are six emerging trends that will shape marketing strategies in the coming year:

1. Four Seasons, New Ideas: A Year-Round Opportunity for Product Launches

Seasonality is no longer just about holiday marketing. Brands are increasingly tying product releases to the emotions and experiences associated with each season, creating year-round engagement opportunities. Whether it’s fresh spring launches, summer exclusives, cozy fall collections, or winter holiday specials, brands can use these shifts to capture attention and boost sales.

Actionable Tip: Develop seasonal content that showcases your product’s unique features in the context of changing seasons. Limited-time products and collaborations can add urgency and excitement to your campaigns.

2. Gifting and Co-Branding: The Power of Collaborations

The art of gifting is being redefined by strategic collaborations. Brands are teaming up with influencers, artists, and even other brands to create exclusive, co-branded gift collections. These limited-edition partnerships generate buzz and drive consumer interest, especially during peak gifting seasons.

Actionable Tip: Seek partnerships that complement your brand’s identity. Collaborating on special edition products or campaigns can increase brand visibility and attract new customers.

3. Opening “Her” Narrative: Empowering Women through Storytelling

Brands are moving toward more inclusive storytelling, particularly in narratives centered around women’s empowerment. From body positivity campaigns to mental health advocacy, brands that authentically champion women’s causes can foster deeper connections with their audience. International Women’s Day 2025 will be a key moment to highlight such commitments.

Actionable Tip: Align your brand’s storytelling with genuine causes that matter to your audience. Ensure that your marketing efforts around women-centric themes are authentic, inclusive, and impactful.

4. Young People’s Mental Wellness: A Focus on Emotional Marketing

Mental wellness is becoming a core focus for brands targeting younger audiences. With increased stress levels among Gen Z and Millennials, companies are integrating mental wellness themes into their marketing strategies. Campaigns that promote self-care, mindfulness, and stress relief resonate deeply with young consumers.

Actionable Tip: Create content that supports emotional well-being, such as stress-relief tips or self-care routines. Engaging with this trend can strengthen your brand’s emotional connection with consumers.

5. “New Chinese Style” Festivals: Blending Tradition with Modernity

Chinese cultural festivals like Chinese New Year and Mid-Autumn Festival remain pivotal marketing moments. However, the trend of “New Chinese Style” is emerging, where brands merge traditional elements with contemporary aesthetics. This approach allows brands to engage younger consumers while celebrating cultural heritage in a modern way.

Actionable Tip: Incorporate traditional symbols and local artistry into your holiday campaigns, but present them through a modern, visually appealing lens. Collaborate with local creators to enhance authenticity.

6. Evolving Marketing Nodes: Deepening Brand Connections

Brands are moving beyond one-off holiday campaigns to create long-lasting engagement strategies. This includes:

  • Deepening Brand-Specific Nodes: Brands are amplifying key themes and emotions throughout the year rather than limiting marketing efforts to a single event.
  • Creating Brand-Specific “Content Festivals”: Instead of relying solely on traditional holidays, some brands are establishing their own content-driven “festivals” to maintain audience engagement year-round.

Actionable Tip: Develop a long-term content strategy that integrates storytelling with emotional engagement. Whether through continuous themed campaigns or brand-created “content festivals,” sustaining engagement beyond seasonal peaks can create stronger brand loyalty.

Final Thoughts

As consumer expectations shift, successful brands in 2025 will be those that adapt to these emerging trends while maintaining authenticity. From seasonal marketing to emotional storytelling, these strategies can help brands foster deeper, more meaningful connections with their audience.

Want to elevate your seasonal marketing strategy and make a lasting impact? Our team is here to help. Contact us todayto explore how we can tailor innovative marketing campaigns for your brand.

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5 Key B2B Marketing Predictions for 2025: How to Stay Ahead

February 14, 2025

As we move into 2025, the B2B marketing landscape is set for transformative changes. From the rise of influencers to AI-driven marketing innovations, staying ahead of these trends is crucial for maintaining a competitive edge. In this blog, we’ll explore five key B2B marketing predictions for 2025 and actionable strategies to help businesses adapt and thrive.

1. The Rise of Creators and Influencer Marketing

Influencer marketing is no longer just a B2C strategy—B2B brands are rapidly embracing creators to build trust and credibility. According to LinkedIn, 61% of B2B leaders plan to increase their influencer marketing budgets. With the Creator Economy projected to reach $500 billion by 2027, now is the time for B2B brands to tap into this growing market.

Actionable Tip: Partner with industry-specific influencers and content creators who align with your brand values. Leverage their reach to engage prospects and generate high-quality leads through authentic storytelling.

2. AI Will Revolutionize B2B Marketing

AI is becoming a game-changer in B2B marketing, with 64% of B2B leaders planning to expand their investment in AI-driven solutions. From automating customer interactions to enhancing content personalization, AI is reshaping the way marketers create and optimize campaigns.

Actionable Tip: Implement AI-powered tools to enhance creative processes, streamline workflows, and generate data-driven insights that improve campaign performance.

3. Short-Form Video Will Dominate Content Strategies

Short-form video continues to gain traction, delivering high engagement and trust. Studies show that 55% of B2B marketers report the highest ROI from short-form social videos, while 63% of B2B buyers rely on video content to inform their purchasing decisions.

Actionable Tip: Invest in short-form video content that features industry experts, customer testimonials, and educational insights. Platforms like LinkedIn, YouTube Shorts, and TikTok for Business offer powerful distribution channels for reaching your target audience.

4. Performance Marketing Will Shift Toward Long-Term Impact

While performance marketing remains a priority, brands are shifting focus to measuring long-term effectiveness. Ebiquity’s 2025 Media Budgets Survey highlights that 42% of marketers are increasing their performance marketing budgets, but with a growing emphasis on long-term brand-building.

Actionable Tip: Leverage AI-driven analytics tools to track and optimize campaign performance. Balancing short-term ROI with long-term brand growth ensures sustainable success.

5. Collaborative Problem-Solving Will Be Essential

As B2B marketing becomes more complex, collaboration and human-centric skills are gaining importance. LinkedIn’s Marketing Jobs Outlook Report notes a 138% increase in demand for collaborative problem-solving skills between 2021 and 2023.

Actionable Tip: Build a culture of collaboration within your marketing teams. Invest in training programs that combine creative execution with AI-driven solutions to navigate evolving challenges effectively.

Final Thoughts

Adapting to these key B2B marketing trends in 2025 will be critical for staying ahead of the competition. By leveraging influencer marketing, AI innovations, video content, long-term performance strategies, and collaborative problem-solving, businesses can drive meaningful engagement and growth.

Looking to optimize your B2B marketing strategy for 2025? Contact us today to explore customized solutions tailored to your business needs!

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

January 10, 2025

Xiaohongshu 2025 Will Business Summit

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 Model

The “AIPS Audience Asset Model” divides audience engagement into five categories:

  1. Awareness – General recognition of the brand.
  2. Interest – Initial interest in products or services.
  3. True Interest (TI) – Deep engagement and potential intent to purchase.
  4. Purchase – Conversion into actual sales.
  5. Share – Advocacy through post-purchase sharing and recommendations.

Xiaohongshu's AIPS Audience Asset Model

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 Success

Xiaohongshu’s measurement framework operates on two levels:

1. Process Measurement

The 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.

Process Mesurement

2. Outcome Measurement

Outcome 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.

Outcome Mesurement

ROI (T+x): A New Way to Measure Success

One 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.

ROI (T+x)

Precision and Granularity: The Keys to Success

Xiaohongshu’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.

Xiaohongshu's CMO Zhiheng

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 Brands

Xiaohongshu’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? Reach out to us today to explore tailored strategies that drive results!

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Xiaohongshu RED Marketing for Brands 2024

May 22, 2024

What began in 2013 as an online guide for Chinese shoppers traveling overseas has evolved into China’s answer to Instagram and Pinterest: “XiaoHongShu” (小红书) or “Little Red Book,” known simply as RED. This dynamic platform offers a one-stop destination for users to discover, share, review, and purchase lifestyle products and services, with content spanning health, beauty, fashion, travel, and entertainment. Primarily user-generated, RED’s content is perceived as authentic and trustworthy, featuring diverse formats such as photos, text, videos, and livestreams. 

Now RED is a thriving ecosystem where users seek inspiration, recommendations, and genuine connections. With over 260 million monthly active users, predominantly Gen Z females residing in China’s bustling cities, RED marketing presents a golden opportunity for brands to foster high engagement and meaningful customer dialogues building genuine trust with the audience. Let’s delve into how brands can effectively tap into this vibrant community and navigate the nuances of marketing on Xiaohongshu.

RED Key Data

Understanding RED’s Unique User Demographics and Platform Dynamics

RED’s user demographics consist primarily of educated, high-income individuals with a penchant for lifestyle, fashion, and beauty. The platform’s blend of social sharing and e-commerce creates a unique environment where users seek authentic recommendations and peer-driven content. Understanding the platform’s nuances is crucial for brands looking to navigate RED’s community-driven ecosystem successfully. Emphasizing authenticity, trustworthiness, and genuine connections is key to building rapport with RED users and driving meaningful engagement.

 

Navigating Account Setup and Marketing Strategies

Opening an account on RED is the first step towards establishing a presence on the platform. Brands can initiate marketing efforts by providing free samples to regular users or investing in paid collaborations with KOLs to generate buzz and awareness. While RED marketing can drive sales, it’s essential to understand that the platform’s primary focus is on fostering brand engagement and building a loyal community rather than high-volume transactions. Brands should adopt a strategic approach, balancing direct marketing initiatives with content-driven strategies to resonate with RED’s user base effectively.

5 reasons to Leverage RED as a Lifestyle Brand in China

RED marketing features

Exploring Top Account Content: Insights and Trends

The top accounts on RED often publish content that resonates with the platform’s user base, ranging from lifestyle tips and fashion trends to beauty recommendations and travel experiences. These accounts leverage visual storytelling, user-generated content, and influencer collaborations to captivate their audience and foster engagement. As a result, understanding the content preferences and consumption habits of RED users, brands can tailor their marketing strategies to align with the platform’s ethos and drive impactful results.

Post organic content by leveraging global material and localizing it for the Chinese audience. Stay attuned to China’s hot topics and trends, creating relevant hashtags to enhance visibility. Use specific hashtags for keyword searches and optimal placement within the platform’s algorithm. This approach ensures your content resonates with local users while maximizing reach and engagement on RED.

We suggest promoting your best-performing content with ads to further enhance reach and achieve optimal results. However, RED offers a limited range of targeting categories for ads. The platform supports four types of ad formats: pop-up ads, banner ads, keyword ads, and in-feed ads.

Learn more about advertising on RED in our previous post

 

RED Marketing: Top Strategies

Engaging with RED Users: Leveraging Influencer Marketing and Live-streaming

Firstly, influencer marketing and live-streaming are two powerful tools for brands to connect with RED users authentically. Key Opinion Leaders (KOLs) and Key Opinion Customers (KOCs) wield significant influence on the platform, capable of initiating trends, expanding brand visibility, and driving conversions. Collaborating with these influential figures allows brands to leverage their credibility and tap into their loyal follower base. Live-streaming adds another dimension to engagement, providing users with an interactive platform to interact, ask questions, and make purchases in real-time during influencer-led sessions.

Secondly, implementing an influencer seeding process involves gifting products to influencers in exchange for posts. It’s a crucial and cost-effective RED marketing strategy. By gifting high-quality influencers with new products, brands can build strong relationships and gauge an influencer’s impact before entering official collaborations. This method increases consumer touchpoints, especially when influencers share your brand multiple times. Additionally, influencer seeding serves as a market survey, helping to identify the season’s hero product based on influencer popularity. This approach is effective regardless of an influencer’s size.

In this post, we explain how to establish your presence on RED

 

RED as a travel planning platform

RED is a catalyst for new behaviors, extending its influence beyond commerce and travel to shape user patterns. While online travel agencies remain essential for planning and booking trips, RED stands out in the pre-planning phase, with nearly 40% of travelers seeking outbound experiences using the platform. Travel content holds a prominent position on RED, showing remarkable growth alongside health and beauty content. Additionally, RED excels at driving conversions for lesser-known travel offerings, showcasing its adaptability and agility in influencing consumer behavior. 

Data Travalers China 2023

Conclusion: Maximizing Opportunities on Xiaohongshu (RED)

In conclusion, Xiaohongshu offers a wealth of opportunities for brands to connect with a highly engaged and affluent user base. By leveraging influencer marketing, live-streaming, and content-driven strategies, brands can establish a meaningful presence on the platform and drive brand awareness, engagement, and loyalty. Understanding RED’s unique environment is essential for brands looking to navigate the nuances of marketing on Xiaohongshu effectively. As brands continue to explore the potential of RED, fostering authentic connections and delivering value-driven content will remain paramount in driving success in this dynamic digital landscape.

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