Is RedNote Safe? Reviews, Security, and Risks to Know

November 24, 2025

Is RedNote safe to use? With millions of users actively searching for a “TikTok alternative” amidst potential bans and regulatory uncertainties, this question has never been more relevant.

RedNote (known in China as Xiaohongshu) has seen a massive surge in downloads from Western users seeking a fresh, authentic creative space. However, before you join the migration, it is vital to understand the platform’s background. In this article, we analyze RedNote’s privacy policies, data-collection practices, technical security, and regulatory risks to help you decide if the app is safe for you, your data, and your family.

What is RedNote and why are users migrating from TikTok?

RedNote, originally launched in China in 2013 under the name Xiaohongshu (“Little Red Book”), is a social media platform that combines lifestyle content, short-form video, and integrated e-commerce.[1] Unlike TikTok, which emphasizes viral entertainment and performing for an audience, RedNote focuses on “useful” content—everyday users sharing product reviews, travel notes, fashion tips, and shopping recommendations.

The Surge in Popularity

The platform’s user base exceeds 300 million monthly active users, backed by massive investment rounds from Chinese tech giants like Alibaba and Tencent. Recently, it has experienced a spike in downloads from the U.S. and Europe.

This migration is driven by “TikTok refugees“—users concerned about TikTok’s potential ban in the U.S., creators dissatisfied with the algorithm changes on Meta (Instagram/Facebook), and young audiences looking for a less commercialized community. However, this history also includes past scrutiny over advertising transparency and content moderation.

What data does RedNote collect and how is it used?

To understand the safety profile of any app, you must look at the data it harvests. RedNote’s data collection practices are extensive and, in some cases, exceed the permissions requested by Western competitors.

Inventory of Data Collected

RedNote collects:

  • Device Information: IP address, device model, carrier, and unique identifiers.

  • User Content: Photos, videos, comments, and direct messages.

  • Behavioral Data: Browsing habits, search history, and interaction times.[2]

  • Background Location: Unlike many apps that only request location while in use, researchers have flagged that RedNote may request location permissions even when running in the background.[1]

Legal Context: The PIPL

Because RedNote operates primarily under Chinese jurisdiction, it adheres to the Personal Information Protection Law (PIPL). While PIPL offers strict protections for consumers against companies, it includes provisions that can compel companies to provide data to state authorities for national security purposes. This creates a distinct difference from GDPR or US privacy laws, where government access is more strictly regulated and transparent.

Transparency of privacy policies

For global users, transparency is a major hurdle. Much of RedNote’s deeper documentation and terms of service were originally written in Mandarin. While translations exist, they are often incomplete or generalized for the international version, creating a “consent gap” for non-Chinese speakers.

How secure is RedNote? Security measures and vulnerabilities

When asking “is RedNote safe,” we must look at technical security.[1][3]

The “Plaintext HTTP” Vulnerability

Versions of the RedNote (Xiaohongshu) app have transmitted user content via HTTP (plaintext) rather than the encrypted HTTPS standard used by virtually all modern Western apps.

  • The Risk: This means that photos, videos, and comments you upload could potentially be intercepted and viewed by anyone on your network (like a public Wi-Fi admin) or an Internet Service Provider (ISP).

  • Expert Verdict: The EFF stated that due to this lack of transport layer encryption, they “don’t think this application is safe for anyone to use” until patched.

Account Security and Bans

One of the most frequent complaints from new overseas users is the aggressive and unexplained account banning system.

  • False Positives: Users report being banned shortly after account creation, potentially due to automated systems flagging “foreign” IP addresses or behavior patterns as suspicious.

  • Recourse: Recovering a banned account is notoriously difficult for non-Chinese speakers, as support channels are limited and often require verification via Chinese phone numbers or IDs.

Privacy, transparency, and regulatory risks: What sets RedNote apart?

The technical app risks are compounded by the regulatory environment.

Cross-border data flows and national security

Even if you are in the US or Europe, your data may be processed in China. This has led to government interventions similar to those against TikTok. Mainland China has banned Xiaohongshu from official devices in Taiwan since December 2022 due to national security concerns. The Taiwan National Security Bureau (NSB) assessed that the app posed risks of “cognitive warfare” and data exfiltration.

Content moderation and censorship

RedNote adheres to strict domestic content standards and utilizes extensive censorship mechanisms.

  • The “Sudden Incidents” List: The app proactively censors content related to natural disasters or political events (like the “White Paper Protests”) to align with state narratives.

  • Targeted Censorship: The researchers found a list of over 564 derogatory nicknames for leadership that were automatically filtered.

  • Impact: International users may find their content restricted if it inadvertently crosses these red lines, impacting the “free speech” experience compared to Western platforms.

User experiences and expert opinions on RedNote’s safety

User Reviews

The user experience is polarized.[1]

  • The Positive: Users love the “cleaner” algorithm, the helpful community, and the aesthetic focus. It is widely considered safer from a mental health perspective than the high-pressure environment of Instagram.

  • The Negative: Many “TikTok refugees” report frustration with sudden account suspensions and the inability to delete data once locked out of an account.

Expert Opinions

Cybersecurity experts generally categorize RedNote as “High Risk” for privacy.

  • NordVPN‘s cybersecurity advisors have warned that the app’s lack of transparency and jurisdiction issues make it a risky choice for users who value data sovereignty.

  • Trust.Zone notes that while it is not “malware” in the traditional sense, it functions as a “data vacuum” with fewer legal safeguards than its US counterparts.

Best practices for protecting your privacy when using RedNote

If you decide the creative benefits outweigh the risks, follow these steps to use RedNote more safely:

  1. Limit Permissions: Go to your phone settings and deny RedNote access to your Contacts, Location, and Microphone unless you are actively recording.

  2. Isolate the App: Do not link your RedNote account to your Facebook, Google, or Apple ID. Create a unique login with a dedicated email address.

  3. Use a VPN: A Virtual Private Network can mask your true IP address, adding a layer of anonymity (though be aware this may trigger RedNote’s aggressive fraud filters).

  4. Avoid Private Chats: Given the encryption concerns, assume all Direct Messages (DMs) are readable by the platform or third parties.

  5. Monitor Updates: Privacy policies change. Keep an eye on the app’s terms of service updates.

Should you consider RedNote a safe platform? A critical assessment

So, is RedNote safe?

For the average user looking to browse fashion trends or travel tips, RedNote is functional, but it comes with a “hidden cost” of data privacy. It is not recommended for:

  • Minors: Due to weak encryption and potential exposure to unverified strangers.

  • Government/Defense Employees: Due to the risk of data harvesting and location tracking.

  • Activists: Due to documented censorship and surveillance capabilities.

The app operates under laws that prioritize state access over user privacy. If you choose to download it, treat it as a public billboard where you have zero expectation of privacy. Proceed with caution, minimize the data you share, and enjoy the content without exposing your digital identity.[8]

FAQ: RedNote safety and privacy

Does RedNote collect more data than TikTok or Instagram?

RedNote collects a similar amount of data (location, device ID, behavior), but researchers note it may request background location more aggressively. The key difference is the legal framework (Chinese PIPL) governing the data.

Is RedNote safe for minors and what parental controls are available?

RedNote has a “Teen Mode,” but due to reports of unencrypted data transmission (HTTP) and stranger danger, cybersecurity experts advise against minors using it without strict supervision.

Can RedNote accounts be permanently banned or lost? Why?

Yes. RedNote has aggressive automated moderation. Accounts are often banned for using VPNs or posting content that violates strict Chinese censorship rules, often with no option for appeal.

How can I delete my data or account from RedNote?

You can request account deletion through the app’s settings under “Account Security.” However, due to data retention laws, some logs may be kept on their servers for a specific period even after deletion.

What legal jurisdiction applies to RedNote user data?

RedNote is subject to Chinese laws, including the Personal Information Protection Law (PIPL). This applies even to data collected from international users, meaning data could theoretically be accessed by Chinese authorities.[3]

Are there privacy-friendly alternatives to RedNote?

If privacy is your top priority, platforms like Pinterest (for lifestyle/images) or Lemon8 (owned by ByteDance but hosted on Western servers) offer similar functionality with slightly more transparent data governance.

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Gen X Over Gen Z: Who Is The Real Luxury Consumer In China?

September 26, 2025

Luxury brands obsess over Gen Z. They focus on young fandoms and viral trends. But they overlook a more important group. China’s Generation X is reaching its peak earning years. They are a critical consumer for luxury brands.

Gen X: A Closer Look

Gen X includes people born between 1965 and 1980. This group and millennials generate over 60% of China’s total income. Globally, Gen X spending will reach $15.2 trillion this year. That makes them the world’s second-largest consumer market. By 2035, this figure will grow to $23 trillion.

Why Gen X Is The Target

In China, Gen X came of age during the reform and opening-up era. They were among the first to travel abroad. They were the first to see European luxury houses arrive in Tier 1 cities. This shaped their taste for heritage and craftsmanship.

Their purchasing behavior is research-driven. They demand authenticity. They embraced the internet with a transactional mindset. They value convenience and transparency. They are skeptical of hype. This makes them a consumer base that values trust, quality, and reliability. They are less attracted to fast fashion. They are willing to pay a premium for craftsmanship. They value durability and service.

Gen X vs. Gen Z

Gen Z gravitates toward novelty. Gen X invests in established reputations and permanence. Gen Z engages with brands through entertainment. Gen X values convenience, trust, and personal attention.

Gen Z is growing up with many leading Chinese independent labels. Gen X’s first luxury experiences were with European prestige brands. This explains their brand preferences.

What Luxury Brands Should Do?

Do not abandon younger shoppers. Broaden your focus. Here is how you can engage Gen X.

  1. Tell stories about heritage and craftsmanship. This resonates with a generation that first met luxury through European prestige.
  2. Provide service innovation. This includes concierge programs and personalized digital experiences. This speaks to their desire for convenience and trust.
  3. Embrace sustainability as a philosophy, not a marketing message. Embed it in sourcing and production.
  4. Use cultural icons who resonate across generations. For example, Maison Valentino chose pop icon Jolin Tsai, age 44. Salvatore Ferragamo chose Gao Yuanyuan, in her mid-40s. These choices show a move away from Gen Z focused talent.

Being current online does not always equal commercial viability. Gen Z’s purchasing power will grow. But they will not command the same spending power as Gen X in the next decade.

Need a tailored China strategy? We can help you navigate this complex market. Our team specializes in helping brands connect with the right audience. Contact us today for a consultation.

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GEO in China: 5 AI Crawling Logics You Must Know

September 19, 2025

Generative Engine Optimization (GEO) is reshaping digital visibility in China. As AI-driven search engines replace traditional keyword-based ranking, brands need to adapt their strategies. Knowing the unique crawling logic of each major AI platform is essential to ensure your content gets discovered, trusted, and recommended.

Below we outline the five leading AI platforms in China, their crawling preferences, and practical GEO strategies to optimize your content.

1. Baidu Wenxin Yiyan: Authority-Driven Crawling

  • Content Preference: Authoritative, official, standardized knowledge.

  • Key Sources: Baidu Baike, Baijiahao, government websites, top news portals.

  • GEO Strategy:

    • Build and maintain Baidu Baike entries with backlinks to in-depth website articles or whitepapers.

    • Publish analysis on Baijiahao with clear policy- or standard-focused titles.

    • Implement JSON-LD structured data across product and article pages.

    • Emphasize compliance with standards directly in your content.

     

2. ByteDance Doubao: Visual Experience Crawling

  • Content Preference: Short videos, practical tips, lifestyle insights.

  • Key Sources: Douyin, Toutiao, ByteDance KOL ecosystem.

  • GEO Strategy:

    • Always upload SRT subtitle files with natural keyword integration.

    • Optimize video covers with direct problem-solving hooks.

    • Split long reports into short-form video series.

    • Cross-post text articles with video links on Toutiao.

     

3. Tencent Yuanbao: WeChat-Centric Crawling

  • Content Preference: Professional insights and authoritative voices inside WeChat.

  • Key Sources: WeChat Official Accounts, Channels, Mini Programs, Zhihu.

  • GEO Strategy:

    • Use WeChat Open Tags to signal professional and authoritative content.

    • Publish expert-led compliance and industry analysis articles.

    • Reference national standards in Zhihu answers.

    • Collaborate with recognized WeChat experts to build trust.

     

4. DeepSeek: Tech and Data-Driven Crawling

  • Content Preference: Academic research, technical documents, structured data.

  • Key Sources: GitHub, technical forums, academic publications.

  • GEO Strategy:

    • Host product documentation and APIs in Markdown on GitHub.

    • Include clean, referenced code blocks.

    • Share Q&A content on CSDN or Zhihu linking back to your docs.

    • Support claims with DOI or authoritative references.

     

5. Kimi: Long-Form Structured Content Crawling

  • Content Preference: Detailed, structured guides and information-dense documents.

  • Key Sources: Xiaohongshu, Douban, PDFs, Word uploads.

  • GEO Strategy:

    • Create content with clear multi-level headings (H1 > H2 > H3).

    • Turn manuals and evaluations into long-form checklists or guides.

    • Keep content concise but data-driven.

    • Use listicle-style formats for clarity and higher parsing accuracy.

     

Final Thoughts

GEO in China is not a one-size-fits-all strategy. Baidu prioritizes authority. ByteDance rewards visual-first storytelling. Tencent favors its closed ecosystem. DeepSeek looks for technical precision. Kimi values long-form structured analysis.

By tailoring your content to each platform’s crawling logic, you maximize your brand’s discoverability and credibility. GEO is no longer an optional tactic—it is the foundation of winning visibility in the age of AI-driven search.

Want to future-proof your brand’s presence in China? Contact us today to design a GEO strategy tailored to your business.

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From SEO to GEO: Why Brands Are Optimizing for AI

August 1, 2025

As artificial intelligence tools become part of daily digital life, one clear trend is emerging in China’s digital marketing landscape: the shift from SEO (search engine optimization) to GEO (generative engine optimization).

This pivot comes as AI chatbots increasingly influence how users discover brands, products, and services. Instead of searching on Baidu or Google, users now ask AI tools directly—and AI recommendations are shaping consumer decisions in real time.

What is GEO?

GEO, or generative engine optimization, refers to the practice of crafting digital content that is more likely to be selected and quoted by AI chatbots in their responses. Rather than simply optimizing for keywords and backlinks, GEO content is structured for AI understanding, credibility, and context.

This means:

  • Including data-backed insights

  • Referencing real-world use cases

  • Clearly explaining product categories or market positioning

  • Publishing on trusted third-party platforms, not just official brand channels

Why This Matters for Brand Visibility

When AI assistants make product or service recommendations, they are perceived as neutral and authoritative. If a chatbot suggests a brand, it’s often taken as a soft endorsement—especially if the user screenshots the result and shares it on social media platforms like Xiaohongshu.

With AI-powered discovery gaining traction, brands not showing up in these responses risk losing organic visibility to more AI-optimized competitors.

AI Changes the Content Game

In the traditional model, content was created for people and optimized for search engine crawlers. Today, it’s increasingly about content for AI first—ensuring that generative models can interpret and trust the material.

Unlike search engines that often highlight official brand sites, AI bots pull from a wider mix of sources, including:

  • Blogs

  • Wikis or knowledge bases

  • Mapping and directory services

  • Social content or review-based platforms

What Makes Content AI-Friendly?

Marketers are beginning to adapt to this shift. GEO-friendly content usually follows a few best practices:

  • Informative and structured: Avoid fluffy marketing language; instead, offer factual descriptions and practical value.

  • Published externally: Content hosted on third-party platforms is more likely to be cited.

  • Localized for Chinese AI platforms: Content in Simplified Chinese, hosted in China, or on locally recognized domains has greater traction.

  • Rich in context: Clarify the industry, use case, and value proposition in detail.

Why Brands Are Making the Switch

Traffic from traditional search engines is steadily declining. Platforms like Douyin, Xiaohongshu, and WeChat Channels have captured consumer attention, and now AI chat tools are taking it a step further, acting as personalized content curators.

Some companies are even rethinking their entire marketing stack after seeing competitors showcased in AI responses. This has prompted a new wave of investment into content strategies focused on AI discoverability rather than keyword density alone.

SEO Isn’t Dead—But It’s Not Enough

To be clear, search engines still play a role. For example, half of one major Chinese search engine’s quarterly revenue still comes from online marketing. But user behavior is shifting fast, and marketing teams are seeing up to five times more demand for GEO services than SEO in certain sectors.

Forward-thinking brands are already working on:

  • Updating blog formats to include structured takeaways

  • Creating educational resources that feel “AI quotable”

  • Publishing to content hubs beyond their own sites

Final Thoughts

As AI becomes a trusted advisor in consumer decision-making, brands must move beyond old SEO rules and think AI-first.

GEO isn’t just a buzzword—it’s a new way of ensuring your brand gets discovered, cited, and trusted in the age of generative AI.

Need Help with GEO in China?
Our team can help you transform your content strategy for the AI era—across blogs, product pages, and third-party platforms. Contact us to get started.

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From AI to O2O: 7 Key Media Trends in China

June 27, 2025

As the digital media ecosystem in China continues to evolve at an unprecedented pace, understanding emerging trends is crucial for brands looking to thrive in this competitive market. Starcom, the media arm of Publicis Groupe, recently released its latest report, “Increased Integration and Depth in China Media Market”, identifying seven pivotal trends that are redefining consumer behavior, content distribution, and brand strategy across platforms. Here’s a breakdown of the most important insights and how brands can prepare.

 

1. Cross-Platform Integration: Breaking the Walls Down

China’s once siloed internet ecosystem is transforming into a landscape of collaboration. In 2025, we’re witnessing platforms like Tencent and Alibaba opening up to one another: Tencent Games content appears on Douyin, Taobao accepts WeChat Pay, and JD.com integrates Alipay.

For brands, this “horizontal integration” means smoother customer journeys and opportunities to execute truly omnichannel strategies. Cross-platform compatibility also improves user experience, leading to better engagement and conversion rates.

 

2. AI-Powered Search and Intelligent Interactions

Search is no longer just about users looking for information. With generative AI entering the scene, proactive content delivery and conversational search are reshaping digital marketing. The search engine market in China is expected to surpass RMB 300 billion by 2029, with mobile-based search playing a major role.

Brands must rethink their search marketing by aligning keywords, content, and SEO strategy with evolving AI-driven behaviors across Baidu, Douyin, Xiaohongshu, and other platforms.

 

3. Online and Offline Synergy: The New O2O Loop

Marketers are rediscovering the power of offline media, especially when amplified by digital interactivity. In 2025, 28.3% of advertisers are increasing their offline ad spend. Campaigns like Xiaohongshu’s user-generated content (UGC) billboards and McDonald’s programmatic subway ads show how to turn physical placements into interactive, trackable experiences.

Successful brands are integrating data capture tools, experience design, and social buzz triggers into their O2O campaigns to drive conversion.

4. Social-Powered Closed-Loop Commerce

Social media platforms are becoming e-commerce ecosystems. Xiaohongshu leads the way with interest-based group chats, offering exclusive promotions, live previews, and direct links to virtual stores. The results are impressive: 2.5x higher repurchase rates and 300x better conversion rates in private domains.

Brands must build community-focused strategies and activate users through content that fuels interaction and loyalty.

 

5. Value-Driven E-Commerce Over Price Wars

As consumer preferences shift from discounts to experience, platforms like Taobao and JD.com are focusing on enhancing logistics, customer service, and product quality. Features like Taobao’s hourly purchase service and JD.com’s “24-hour delivery in counties and towns” reflect this evolution.

To remain competitive, brands should deliver value through exclusive products, flexible services, and premium experiences instead of relying solely on low prices.

 

6. Diverse Content Channels: From Podcasts to Micro-Dramas

China’s content landscape is rapidly diversifying. Podcasts now reach over 220 million users, with 71.6% influenced to make purchases. Meanwhile, micro-drama users account for more than half of the internet population, with the market expected to grow 35% year-on-year to reach RMB 50.44 billion.

Brands need to leverage these formats to tell compelling stories, connect with niche audiences, and reinforce product relevance in immersive, culturally attuned ways.

7. AI’s Expanding Role Across the Funnel

AI is no longer a backend tool; it’s front and center. From predictive CRM and personalized content generation to dynamic bidding and campaign automation, AI is transforming the entire marketing stack. China is also exploring frontier technologies like brain-computer interface advertising.

Brands must embrace AI to improve media planning, content production, customer segmentation, and real-time campaign optimization.

 

Conclusion: Be Adaptive, Be Integrated, Be Smart

In today’s media landscape, success is no longer about mastering one channel or trend. It’s about understanding how technology, platforms, and content work together to shape consumer expectations.

By staying ahead of these seven trends, brands can craft adaptive, AI-enhanced, and experience-driven strategies that resonate in the ever-shifting Chinese digital ecosystem.

Need help navigating China’s evolving media landscape? Contact our team to explore how we can localize your strategy, enhance your platform presence, and drive smarter, performance-driven campaigns tailored to the China market.

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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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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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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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