The Ultimate Guide to WeChat Search

May 30, 2025

WeChat has long been the cornerstone of digital engagement in China. With over 1.3 billion monthly active users, it’s more than a messaging app—it’s an ecosystem. One of its most powerful yet underutilized features is WeChat Search (搜一搜). As search behavior continues shifting from external engines like Baidu to in-app exploration, understanding how WeChat Search works is key for brand visibility in China.

What Is WeChat Search?

WeChat Search is Tencent’s internal search engine that enables users to discover content within the WeChat ecosystem. Think of it as China’s version of Google—but exclusively for content inside WeChat.

Users can type queries in the “搜一搜” search bar and receive results across:

  • Official accounts
  • Mini programs
  • WeChat Channels (视频号)
  • Articles
  • Moments
  • eCommerce
  • Brand zones
  • FAQs, encyclopedias, and more

WeChat Search delivers algorithm-curated, personalized results based on a mix of relevance, recency, and user intent.

Why It Matters More in 2025

Chinese users now search directly in WeChat for information, products, and services instead of opening Baidu. This internal behavior gives brands new opportunities to:

  • Bypass high SEM costs on Baidu
  • Build a self-contained, low-cost ecosystem
  • Gain organic exposure without ads

As of 2025, WeChat Search handles billions of monthly queries, especially across lifestyle, healthcare, e-commerce, and B2B queries.

Core Features of WeChat Search

1. Unified Search Index

WeChat aggregates results from:

  • Official accounts (公众号)
  • WeChat Channels (视频号)
  • Mini Programs (小程序)
  • Branded pages
  • News and encyclopedia (like Sogou Baike)

Results are customized by user behavior and platform activity, making organic content optimization essential.

2. Smart Search Results by Theme

WeChat Search organizes results into categories:

  • Brand or Product
  • Content (Articles, Channels, FAQs)
  • Services (Booking, Payments)
  • eCommerce (Mini Programs, group buys)
  • People (KOLs, brand representatives)

If users search “Nike,” for example, they’ll see Nike’s official account, mini-program, content, and videos—all in one place.

Ranking Factors in WeChat Search

The algorithm considers:

  • Account authority: Verified status and historical content quality
  • Engagement: Shares, likes, reads, saves
  • Content relevance: Keyword density, tags, and search history
  • Consistency: Frequency of posting and user interaction
  • Data from mini-program and Channels: Search presence now includes video, store reviews, eCommerce activity, and more

How to Optimize for WeChat Search

1. Create Consistent, Keyword-Rich Content

  • Use high-traffic terms in article titles and headers
  • Include relevant hashtags
  • Mirror trending search terms

Pro tip: Tools like Sogou Index and WeChat Index help identify trending queries in your industry.

2. Leverage Mini Programs and Channels

  • Tag your mini programs with keywords
  • Include search-optimized landing pages inside programs
  • Use Channels with SEO-friendly captions and hashtags

3. Set Up a Branded Search Zone

Brand Zones consolidate a brand’s:

  • Official Account
  • Mini Program
  • Channels content
  • Customer service tools

These zones appear as the top result when users search your brand, giving a Google-like knowledge panel inside WeChat.

4. Invest in WeChat Search Ads

For highly competitive keywords, paid placements appear atop organic results. These are keyword-based and can be targeted by:

  • Region
  • Gender
  • Interest
  • Device

Search ads drive traffic directly to articles, stores, or brand zones.

Final Thoughts: Why You Can’t Ignore WeChat Search

In a content-saturated China market, WeChat Search is now the home page of brand discovery. For both B2C and B2B marketers, it’s a critical SEO channel often missed in traditional planning.

Unlike Baidu, you’re not competing with the entire internet—only with other brands inside the app. With lower barriers to entry and stronger user intent, brands that invest early in WeChat Search optimization gain the upper hand.

Whether you’re launching in China or want to improve organic traffic and conversions, we can help. Let’s build a search-ready WeChat ecosystem that connects, converts, and sustains. Contact us to start planning your 2025 WeChat SEO strategy.

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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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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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How to Market to Affluent Chinese Female Travelers Using RedNote

March 14, 2025

With China’s outbound travel sector rapidly rebounding, affluent Chinese female travelers are emerging as a key consumer segment. These high-spending tourists prioritize premium experiences, luxury accommodations, and unique cultural activities. For brands looking to attract this audience, Xiaohongshu (REDNOTE) has become an essential marketing platform.

 

Why Xiaohongshu Matters for Affluent Chinese Travelers

Xiaohongshu is a hybrid between a social media platform and an e-commerce site, where users share travel experiences, lifestyle tips, and product recommendations. With over 70% of its users being female, Xiaohongshu is the go-to platform for affluent Chinese women planning their international trips.

Consumer Profile: Who Are Affluent Chinese Female Travelers?

  • Age Group: Typically between 25-45 years old
  • Income Level: High-income professionals, entrepreneurs, and luxury shoppers
  • Travel Style: Preference for luxury hotels, private tours, and high-end shopping
  • Decision-Making: Rely on user-generated content (UGC), influencer reviews, and community recommendations

Top Travel Trends Among Wealthy Chinese Female Tourists

  • Luxury & Boutique Hotels – They prefer unique, high-end accommodations over mainstream options.
  • Wellness & Adventure Travel – Activities like skiing, spa retreats, and cultural immersion experiences are in demand.
  • Shopping Tourism – Designer boutiques, tax-free shopping, and VIP experiences attract these travelers.
  • Food & Wine Experiences – Michelin-starred dining and exclusive wine-tasting tours are highly valued.

Marketing Strategies for Xiaohongshu

1. Partner with Travel & Luxury KOLs

  • Work with travel influencers who specialize in high-end experiences.
  • Ensure the content feels authentic and experience-driven.

2. Leverage UGC and Community Reviews

  • Encourage satisfied travelers to share posts and reviews.
  • Utilize branded hashtags and challenges to boost engagement.

3. Optimize Content for Search & Discovery

  • Use trending keywords like “luxury travel,” “boutique hotel,” and “exclusive experience.”
  • Ensure posts include high-quality visuals, engaging storytelling, and actionable travel tips.

4. Run Targeted Xiaohongshu Ads

  • Utilize precise audience targeting to reach high-net-worth individuals.
  • Focus on interest-based placements related to travel, luxury, and lifestyle.

If you’re looking to attract high-spending Chinese travelers and maximize your brand’s impact on Xiaohongshu, we can help! Our team specializes in Chinese digital marketing, content creation, influencer collaborations and media buying to help you connect with the right audience.

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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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Seizing Opportunities: A Look at China’s Recent Changes

July 1, 2024

1. Adapting to the new trend? National tourism bureaus are getting on board with Xiaohongshu and Podcasts

  • Australia’s 618 Campaign:

    • The Australia tourism bureau partnered with Xiaohongshu for “Just Rush to Australia on 618,” involving 40 travel brands and offering various travel packages.

  • Dubai’s Summer Campaign:

    • Dubai tourism bureau launched “Dubai can also play like this” activities, inviting travel influencers and partnering with local businesses to offer discounts and prizes.

  • Singapore’s Theatre Campaign:

    • Following a visa exemption policy, Singapore’s tourism bureau and Xiaohongshu launched “Theatre in Singapore,” featuring an interactive online page and an offline experience space in Shanghai.

  • New Zealand’s Xiaohongshu Partnership:

    • New Zealand’s tourism bureau partnered with Xiaohongshu to engage its 260 million monthly users, aiming to attract tourists and boost economic growth.

  • Podcast Collaborations:

    • Tourism bureaus from Spain, Singapore, New Zealand, and South Africa collaborated with Xiaoyuzhou podcasts to promote travel, including Dubai’s podcast series “Dubai Mysteries.”

2. China leads the way as social commerce soars globally: McKinsey

  • According to McKinsey & Company’s “State of the Consumer 2024: What’s New and What’s Next” report, China has been at the forefront of this trend for several years, with its market outpacing India’s. Emerging markets such as Brazil, Saudi Arabia, and the UAE are rapidly catching up, with consumers in these regions consistently spending more on social media purchases compared to their counterparts in Europe and the US.

  • McKinsey forecasts that the market will expand to $145 billion by 2027, up from $67 billion today. This growth is primarily driven by Gen Z and millennials, who are four times more likely to make social media purchases than older generations. Over one-third of Gen Z and millennial respondents reported purchasing on social media in the past three months, underscoring the demographic’s pivotal role in driving this trend.

Link:https://jingdaily.com/posts/china-leads-the-way-as-social-commerce-soars-globally-mckinsey

3. Xiao Hongshu Presents at VOGUE Business New York Beauty Summit

Xiaohongshu was invited to the “VOGUE Business New York Beauty Summit” in NYC. More than one hundred beauty brand founders, top managers and industry experts attended the venue to dissect the latest trends in the beauty and personal care industry and discuss the development trajectory of this industry.

  •  As consumer desires for self-care evolve further, the domestic beauty and hair care market is transitioning from basic functional aspirations to a more diverse and specialized era.

  • Within Xiaohongshu’s 300 million monthly active users, 50% are Generation Z (born in the ‘90s), 35% are Post-Millennials (born after 2000), and 50% reside in Tier 1 and 2 cities.

  •  “Beauty Enhancement”, an array of lifestyle activities aimed at beautification, has been pinpointed by Xiaohongshu as being driven by four core elements: “inner drive, personal charm, socializing, and influence”.

  • Brands can leverage influencer live broadcasts, store broadcasts, and product related posts, to accelerate the process from user interest to conversion, resulting in direct sales and conversions.

  • Employing KOS, the brands can forge a connection with potential fan base. Deliver specialized content and endorsements to users. Channel online high potential groups to offline stores to experience skin care, sample distribution, gift giving, etc., and complete the offline conversion process. This can also accelerate user purchase decisions.

Link: https://mp.weixin.qq.com/s/7cdCqkwPz_Sg5UbPF5sw-A

 

4. WeChat Officially Launches the ‘One-click AI Q&A’ Feature

  • Users of WeChat can now leverage the power of AI directly within the chat thanks to the new “One-click AI Q&A” feature integrated into the app’s input method.

  • Users can ask questions followed by an “=” sign within the chat, and the AI will provide an answer. This functionality is currently available on Windows and Mac versions of WeChat, with the mobile version set to launch soon.

  • In addition to the new AI feature, the WeChat input method boasts other helpful tools to enhance communication.

Link: https://pandaily.com/wechat-officially-launches-the-one-click-ai-qa-feature/

 

5. 15-year-old Bilibili and its three generations of young audiences

  • On 27 June, Bilibili, China’s equivalent of YouTube, celebrated its 15th anniversary. Chairman and CEO Chen Rui delivered a speech themed “Growing with You” during the anniversary livestream.

  • Bilibili’s user base is dominated by those born in the 1990s and 2000s, accounting for nearly 70% of the total. Currently, the platform boasts 102 million daily active users and 341 million monthly active users, with the average daily usage time being 105 minutes.

  • Users who joined in 2017 have more diversified entertainment preferences, including anime, national creativity, documentaries, and science and technology content. And those who joined in 2022 primarily consume various university courses.

  • Data from Bilibili also shows that over 70 million users research cars on the platform every month, with a 218% year-on-year increase in contributions.

  • Since its inception in 2009, Bilibili has evolved from an early Erciyuan cultural community into a multicultural platform encompassing over 7,000 interest circles.

Link: https://daoinsights.com/news/15-year-old-bilibili-and-its-three-generations-of-young-audiences/

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Unlocking Baijiahao: Baidu’s Content Creation Sub-Platform

April 16, 2024

In the bustling landscape of China’s digital ecosystem, content creation platforms reign supreme, offering an avenue for publishers to engage audiences and businesses to bolster their marketing strategies. Among these platforms stands Baidu Baijiahao (百家号 in Chinese), a strong contender that has garnered attention since its inception in 2016. But what exactly is this content creation sub-platform, and how does it fit within the Baidu ecosystem?

 

Understanding Baidu Baijiahao

Baidu Baijiahao emerged onto the scene as a blog-style platform where approximately 1.9 million publishers converge to disseminate news, share content, and nurture a media ecosystem. It represents Baidu’s response to the evolving digital landscape, rivaling platforms like Toutiao and WeChat by equipping creators to wield greater control over their online presence. From bloggers to journalists, Baijiahao serves as a strong match for diverse content creators seeking to captivate audiences through interactive features such as polls and live video chat rooms.

One notable feature of Baidu Baijiahao is its integration with Baidu’s search engine, which means that content published on the platform can potentially reach a large audience through Baidu’s search results. This integration provides an incentive for content creators to use the platform to increase their visibility and reach in China’s online ecosystem.

Find out more about SEO for foreign brands and how to optimize Search Engine Results Pages

Baijiahao: Account Registration

Gaining traction on Baidu Baijiahao begins with registering an official account. It’s a prerequisite for amplifying brand visibility and ranking on Baidu’s search results. Whether as a media outlet, business entity, government agency, or other organization, securing a verified account paves the way for enhanced engagement and outreach within the digital sphere.

 

Integration Within the Baidu Ecosystem

At the heart of Baidu Baijiahao lies its integration within the broader Baidu ecosystem. It encompasses a myriad of interconnected platforms, including Baidu Wenku, Baidu Cloud, Baike, and Post. This seamless integration facilitates the flow of traffic, with over 95% of referrals emanating from Baidu’s search results. 

The Baidu search traffic and Baijiahao’s content position in Baidu is perhaps its most important and tempting feature for brands seeking to improve their visibility on the Chinese market. In order to maximize your exposure on Baidu SERP (Search Engine Results Page), start with keywords research. Choose the right ones and incorporate the theme you want to express with relevant keywords. Pay attention to the quality and readability of the article, as well as the density and distribution of keywords. In order to obtain a better ranking, keywords can be incorporated into various aspects such as titles, text, and pictures.

After publishing articles, it is also necessary to actively promote them. You can share articles to more people through social media, WeChat Public, QQ group and other methods. With time, your articles will also start to climb the SERP pages given that you did your SEO homework correctly!

Baijiahao Baidu

Baijiahao or official WeChat Account?

The two platforms, Baidu and WeChat, serve different purposes. Your target audience will most likely find out or search for your brand differently. It also depends if your business is registered in China or not. If not, then you might not be able to apply for a Baijiahao account. If you do, we still recommend to focus and strengthen your presence on WeChat first. Most likely your customers will treat it as your most important information hub. This is important if you don’t have a Chinese website and ICP license to make it operate legally in China. 

Secondly, you can easily repurpose content from WeChat to Baijiahao and this way kill two birds with one stone.

Read more about WeChat SEO to learn how to leverage WeChat Search engine

Maximizing Marketing Potential

For businesses navigating the intricate landscape of Chinese marketing, leveraging Baidu Baijiahao offers a strategic avenue for reaching target audiences and bolstering brand presence. By adhering to best practices such as prioritising high-quality content, leveraging keywords, and partnering with influencers, companies can harness the platform’s analytics tools to refine their marketing strategies and foster meaningful engagement with consumers.

Baijiahao Baidu

Operational Mechanisms and Benefits

Operating within the realm of Baidu Baijiahao reveals a plethora of benefits for content creators and businesses alike. Beyond its expansive reach, Baijiahao offers a suite of resources. Those encompass content and follower management, paid consulting services, and access to a free picture database. Moreover, the platform fosters entrepreneurship through acceleration services tailored to guide creators towards industry success.

 

Unlocking Key Features

Baidu Baijiahao’s repertoire extends beyond conventional content creation, offering innovative features designed to augment brand visibility and audience engagement. From content mounting functions to keyword optimisation and the “Follow” button, businesses can leverage these tools to cultivate a loyal follower base and expand their private domain traffic pool with precision and efficacy.

Baijiahao stands as a formidable asset allowing content creators and businesses to thrive in an ever-evolving ecosystem. It also confirms the self-contained nature of China’s digital landscape, where major entities seldom collaborate beyond their ecosystem confines.

By leveraging its operational mechanisms, harnessing its marketing potential, and unlocking its array of features, stakeholders can chart a course towards success in the dynamic realm of Chinese digital.

If you wish to know more about marketing in China, please contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their network among Chinese customers. For additional information, please contact at contact@thewechatagency.com.

Brice Le GuenWritten by Brice Le Guen – Greater China Director at KRDS / the WeChat Agency

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