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The Rise of Soft-Selling Livestreams on RedNote

August 15, 2025

Introduction

In China’s fast-paced livestream commerce world, the days of loud, hard-sell broadcasts may be numbered. A new wave of soft-selling livestreams is emerging on RedNote, led by Gen Z and Post-00s creators who are reshaping how products are showcased. Instead of shouting “buy now” slogans, these influencers focus on authenticity, transparency, and real conversations with their audience — and it’s paying off.

What Is Soft-Selling in Livestreaming?

Soft-selling livestreaming replaces high-pressure tactics with honest product discussions, personal insights, and two-way engagement. Influencers highlight both pros and cons, share personal experiences, and often discourage impulse buying — which paradoxically increases audience trust and drives sales.

A standout example is Lydiaaa, a former Peking University scholar, whose livestreams combine product demonstrations with scientific testing and candid reviews. In one 13-hour session, she told viewers not to rush into purchases, repeating the caution dozens of times. The result? Over ¥22 million ($3 million) in sales.

Why It Works on RedNote

RedNote’s algorithm favors content that drives genuine engagement and builds trust. Unlike platforms where aggressive discounting is the main driver, RedNote surfaces high-quality, storytelling-driven content to new audiences through its recommendation engine.

Key factors behind the trend’s success:

Trust as Currency: Transparency earns long-term loyalty.
Content Over Followers: High-quality storytelling reaches beyond existing followers.
Cultural Relevance: Gen Z streamers understand the language, humor, and aesthetic that resonate with their peers.

Impact on Brands

For brands targeting younger Chinese consumers, soft-selling livestreams on RedNote offer both a sales channel and a brand-building opportunity:

Lower Entry Barriers: Many soft-selling hosts charge less than mega-streamers.
New Audience Reach: Up to 70% of buyers may be first-time viewers.
Brand Affinity: The format builds an emotional connection that lasts beyond a single purchase.

How Brands Can Leverage Soft-Selling Livestreams

Partner with the Right Hosts – Look for influencers with engaged communities, even if follower counts are modest.
Allow Creative Freedom – Avoid over-scripted talking points; authenticity is key.
Integrate Storytelling – Tie your product into relatable, everyday scenarios.
Think Long-Term – Consistency matters more than a one-off sales push.

The Takeaway

Soft-selling livestreaming on RedNote isn’t just a passing fad — it’s a sign of where China’s e-commerce is headed. In an era when consumer trust is harder to earn, the brands that embrace authenticity and human-centered storytelling will have the edge.

Want to explore how soft-selling livestreams on RedNote can work for your brand? Our team specializes in creating authentic, high-impact campaigns that resonate with Chinese consumers and drive long-term results. Contact us today to discuss your goals and discover how we can help your brand build trust, engage audiences, and boost sales in China.

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China’s Social Media Algorithm Updates: How Brands Can Stay Ahead

August 11, 2025

In China’s fast-evolving digital landscape, keeping up with platform algorithm changes is critical for brands to maintain visibility, engagement, and conversions.

This year, Douyin, Xiaohongshu (RED/RedNote), and WeChat Channels have rolled out significant updates to their content recommendation mechanisms — each influencing how posts are discovered, ranked, and amplified.

Whether you’re in lifestyle, tech, F&B, or B2B, understanding these shifts can help you optimize content for maximum reach and ROI.

Douyin: Prioritizing Long-Term Value Over Quick Wins

Historically, Douyin rewarded short, catchy videos with high completion rates. In 2025, the platform’s focus has shifted toward mid- to long-form videos that serve deep, long-tail, and diverse user needs.

Key Changes in Douyin’s Algorithm:

Behavior Probability Scoring: The algorithm predicts the likelihood of user actions (likes, comments, shares, follows, saves) based on past behavior.
Content Value Weighting: Videos with depth, evergreen relevance, and broader topical connections are ranked higher.
Lower Weight on Completion Rate: Unlike before, a slightly lower finish rate won’t penalize longer videos if they deliver value.

Brand Takeaways:

Create evergreen, reference-worthy videos such as tutorials, guides, or expert explainers.
Use intro slides or text cues to highlight content value early and prompt saves.
Expand beyond narrow niches to satisfy latent user interests.

Xiaohongshu: Matching Precision + High Interaction = Growth

Xiaohongshu’s recommendation engine still relies heavily on content-label matching, but recent updates place greater weight on content quality, originality, and interaction metrics.

Key Changes in Xiaohongshu’s Algorithm:

Higher Standards for Originality: Notes with over 600 words, originality declarations, and minimal duplication receive extra traffic boosts.
Faster Tag Matching: Enhanced indexing speeds mean content is matched to audiences more quickly — making accuracy in topics and tags essential.
CES Scoring Priorities Updated: Comments, shares, and follows now carry more weight than likes and saves.

Brand Takeaways:

Align title, topic, and content precisely to improve tag relevance.
Use specific, niche keywords instead of broad terms to dominate smaller search pools.
Drive meaningful comments through questions, discussion hooks, and community engagement.

WeChat Channels: Social Connections Drive Visibility

WeChat Channels’ traffic sources are more socially driven compared to Douyin or Xiaohongshu. In 2025, the platform has increased the weight of “likes” (♡) — especially those coming from friends.

Key Changes in WeChat Channels’ Algorithm:

Private Domain to Public Domain Flow: Content that gains initial traction in private networks (Groups, Official Account followers, Moments) can quickly spread to public recommendations.
Friends’ Like Tab Boost: The “Friends ♡” tab on the homepage prominently showcases videos liked by multiple friends, increasing organic reach.
Integrated Recommendation Paths: Social engagement triggers inclusion in both friend-based and interest-based feeds.

Brand Takeaways:

Leverage private domain audiences for a strong cold start — but share selectively to relevant groups for precision targeting.
Incorporate socially shareable elements such as emotional storytelling, practical value, or identity-driven messages.
Add summary slides, checklists, or infographics to boost screenshots, shares, and likes.

How to Apply These Updates to Your 2025 Campaigns

To win in China’s competitive digital space this year:

Douyin → Focus on depth, evergreen value, and multi-topic expansion.
Xiaohongshu → Double down on originality, precision tagging, and comment-driven interaction.
WeChat Channels → Build social momentum via private domain activation and shareable assets.

Need help optimizing for these algorithms?

Our team specializes in China social media strategy, content localization, and cross-platform growth campaigns.

📩 Contact us to turn these algorithm shifts into your competitive advantage.

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RED Alert: How Brands Can Win On RedNote in Southeast Asia

July 25, 2025

As Xiaohongshu (also known as RED or RedNote) rides a global wave of attention, savvy marketers in Southeast Asia are beginning to take notice—especially in Malaysia and Singapore, where Chinese-speaking communities and Gen Z digital behavior have laid fertile ground for RED’s rise.

The 2025 migration of TikTok users—dubbed “TikTok refugees”—has fueled fresh interest in the platform, helping RED gain traction across international markets. But in Malaysia and Singapore specifically, this interest is translating into 4.3 million users and growing daily.

So, what’s driving Xiaohongshu’s success in the region—and how can brands seize this opportunity?

Why RED Is Gaining Traction in Southeast Asia

Unlike other social platforms where aesthetics and advertising dominate, RED has carved a niche with authentic, UGC-driven long-form content. Its recommendation engine favors user-generated reviews, everyday tips, and real-life experiences over polished brand pushes—making it feel more like a trusted community than a billboard.

What sets RED apart:

UGC algorithm that prioritizes authenticity
Interest-based communities for like-minded users
Less polished, “real” content that resonates with young urban audiences

In both Malaysia and Singapore, this approach aligns well with user preferences for credibility, relatability, and peer-driven inspiration.

Who’s Using RED in Malaysia and Singapore?

📍 Malaysia

User Growth: 4% YoY
Demographics: 63% aged 16–34, predominantly Chinese and single
Traits: Brand lovers, fame followers, private networkers
Behavior: Follow trends, stay anonymous, seek genuine product insights

📍 Singapore

User Growth: 13% YoY
Demographics: 42% aged 16–34, 36% aged 35–54; majority Chinese with growing Malay users
Traits: Affluent shoppers, community participants, brand enthusiasts
Behavior: Value exclusivity, seek peer recommendations, lean into lifestyle

Despite being smaller than platforms like Instagram or TikTok, RED boasts high “daily stickiness”—meaning users return frequently, stay longer, and engage deeper.

Top Categories Thriving on RED

If your brand plays in any of the following categories, you should already be testing on RED:

High-performing categories:

Beauty & personal care
Fashion
Travel & tech

Surprisingly strong categories:

Indulgence items: Snacks, ice cream, alcohol
Experiential offers: Spa packages, concert tickets, weekend getaways

These segments see outsized engagement on RED thanks to its word-of-mouth ecosystem, where users don’t just browse—they search, share, and buy.

Why Some Brands Still Hesitate

Despite its growing popularity, some brands remain hesitant about RED. Two main challenges arise:

1. Language barrier

The app is still heavily Chinese-dominated, which may alienate non-Chinese speakers, especially in Malaysia.

2. Smaller user base

While RED has 4.3M users in Malaysia and Singapore, it’s still modest compared to larger platforms.

However, with double-digit daily stickiness and deeply engaged niche communities, RED may offer better ROI per user—especially for categories that benefit from peer-driven recommendations.

How Brands Can Win on RED: The 5C Framework

To help brands approach RED with the right mindset, here’s a 5C framework tailored for Southeast Asia:

1. Channel Fit

Is RED the right platform to achieve your goals? RED works best for community-led discovery and product consideration, not mass awareness.

2. Credibility First

RED thrives on peer-to-peer validation. Partner with KOCs (Key Opinion Consumers) instead of high-profile influencers. Their relatable content earns more trust.

3. Content Realness

Avoid polished, overly branded visuals. Go for raw, everyday content that feels natural. Think product reviews, behind-the-scenes, and day-in-the-life storytelling.

4. Community Engagement

Create or join niche communities. Use hashtags, UGC contests, and local incentives to fuel participation and build brand tribes.

5. Commerce Integration

Link content to your brand store or landing pages. RED users are highly conversion-driven and expect direct access to purchase options.

Best Practices for Getting Started

Here’s how to integrate RED into your broader social media strategy:

1. Audit your audience-fit

Is your target audience already searching for your category on RED?

2. Localize the content

Test campaigns specifically for Chinese-speaking segments or Malays in Singapore, where user bases are growing.

3. Build a RED-specific strategy

Don’t just cross-post. Develop unique campaigns with tailored UGC, hashtags, and influencer partnerships.

4. Focus on organic first

RED isn’t a place for hard-selling. Earn trust through authentic storytelling and then guide users to purchase.

5. Drive to brand space

Ensure your RED content links to your brand page or store to capture interest and complete the journey.

Final Thoughts

Xiaohongshu’s growth in Malaysia and Singapore is a signal that consumer discovery behavior is changing. As trust, community, and authenticity become key drivers of influence, RED offers a powerful complement to your mainstream platforms.

With 4.3 million engaged users and growing stickiness, RED isn’t just a trend—it’s a rising social commerce channel that can give early movers a lasting competitive edge.

Looking to build your RED strategy for Southeast Asia? Our team can help with KOC outreach, community content, and localized campaigns tailored to RED’s ecosystem. Let’s talk.

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9 Proven Strategies for Foreign Brands to Succeed on RedNote

May 16, 2025

RedNote (Xiaohongshu) has become a crucial platform for lifestyle-focused social commerce in China. With a strong base of Gen Z and millennial users, RedNote offers foreign brands a powerful entry point—if content is executed well.

Examples of Galeries Lafayette’s official RedNote (Xiaohongshu) account content, including branded posts, influencer videos, product promotions, and CNY marketing campaigns

Here are 9 proven strategies that help brands stand out, gain traction, and convert consumers on RedNote.

1. Choosing the Right Visual Elements

High-quality visuals are essential to gain attention on RedNote, especially on a platform rooted in shopping discovery. Authentic product photos—especially those that look like they’re taken by users—outperform overly commercial images.

Your cover image heavily influences click-through rates, and user-generated-style visuals tend to generate better engagement and higher conversions.

2. Localize Your Content

Translation alone won’t help your brand stand out. With over 56% of brands on RedNote being local, cultural alignment is key.

Foreign brands need to adapt messaging and visuals to Chinese tastes, participate in local events, and ensure language is in simplified Chinese with relevant slang and expressions. Professional translation is highly recommended over free tools.

3. Implement a Solid Influencer Marketing Strategy

Influencers remain central to social commerce in China. However, the shift is moving toward KOCs (Key Opinion Consumers) and Micro-KOLs, who offer more authentic and relatable content.

Use platforms like:

Pugongying – RedNote’s official KOL marketplace
Qiangua – A third-party tool offering in-depth analytics and price estimates

These tools help identify the right influencer partnerships based on engagement, niche, and audience fit.

4. Launch a Brand Promotion Through Ads

While organic content drives trust, paid content helps reach niche audiences. RedNote offers formats such as:

Paid KOL collaborations
In-feed/native ads
Search ads (placing your brand in top search results for relevant keywords)

Combining organic and paid tactics is essential for visibility and conversion.

5. Optimize for RedNote’s Social Search Function

RedNote users now skip traditional search engines and look directly within the app for product recommendations.

To appear in these results, your content must be keyword-optimized—using trending search terms in titles, captions, and hashtags. Conduct research on term popularity and search volume within your niche.

6. Long vs. Short Content

Brand accounts generally perform better with longer, keyword-rich content (about 500 characters), while individual influencers might gain engagement with just emojis.

Use a blend of rich descriptions and emojis for better readability and stronger reach through RedNote’s search algorithm.

7. Generate Traffic Through Lucky Draws

RedNote offers a built-in feature for lucky draws, where users follow, like, or bookmark to enter.

These campaigns attract initial attention—even from freebie seekers—but can go viral and lead to brand discovery by more qualified leads. Sephora is one success case, generating 1,000+ engagements with a lucky draw.

8. Utilize RedNote’s Live-streaming Features

Live commerce is rising fast on RedNote. Though platforms like Taobao and Douyin lead the category, RedNote is gaining momentum, particularly in beauty, food, and maternal product categories.

During the Spring Festival, the platform hit 198M RMB in sales via livestreams, with users valuing both interactivity and authenticity in real-time product showcases.

9. Participate in E-Commerce Shopping Festivals

Leverage China’s e-commerce calendar—especially events like:

Lunar New Year
National Day
Women’s Day (key on RedNote due to its largely female base)
RED Friday – RedNote’s version of Black Friday, from late November through early December

Participation in these events can significantly boost visibility and sales when paired with strategic promotions.

Final Takeaway

RedNote is more than a content-sharing platform—it’s a full social commerce ecosystem. For foreign brands, understanding and leveraging these 9 strategies is critical to building relevance and success in China’s competitive digital space.

Want to localize your RedNote strategy with confidence? Contact us today to build a plan that drives content, community, and commerce.

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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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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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RedNote Surges to No. 1 on U.S. App Store Amid TikTok Ban Concerns

January 16, 2025

As TikTok faces potential shutdown in the U.S. on January 19 due to ownership concerns, many “TikTok refugees” are seeking alternative platforms, and a new Chinese app is making waves in the American market. Xiaohongshu, known as RedNote in English, has skyrocketed to the No. 1 spot for free apps on the U.S. App Store, also claiming the top position in the Social Networking category for iPhone apps. This surge reflects a growing interest in the platform, as TikTok creators encourage their followers to explore alternatives in the wake of uncertainty.

RedNote has become the top downloaded app in the U.S

Why Is Xiaohongshu Gaining Momentum?

Xiaohongshu, originally launched in 2013, has evolved into a robust platform that resonates with creators and users alike. Often referred to as China’s answer to Instagram, the app combines the aesthetics of Pinterest with social shopping features, making it a compelling alternative for those seeking a new digital home.

Here are some key factors driving Xiaohongshu’s rise:

A Creator-Friendly Layout: With a design reminiscent of Pinterest, Xiaohongshu offers creators an intuitive and visually appealing interface to share content.
Social Shopping Features: The platform integrates e-commerce capabilities, allowing users to discover and shop products directly, enhancing the creator monetization potential.
Viral Growth: During the COVID-19 pandemic, Xiaohongshu’s popularity surged among younger Chinese users. Today, it boasts 300 million monthly active users, with 79% of them being women.

Xiaohongshu by the Numbers

User Base: 300 million monthly active users.
Funding: The app has raised $917 million in venture funding from major investors like Tencent, Alibaba, ZhenFund, and DST.
Valuation: Reportedly valued at $17 billion following a 2024 secondary share sale.
Projected Profits: Expected to exceed $1 billion in 2024, signaling its robust growth trajectory.

Opportunities for Creators

Xiaohongshu’s growth presents exciting opportunities for creators:

Content Diversification: The app’s unique mix of social networking and shopping enables creators to explore new types of content and revenue streams.
Early Adoption Advantage: With its growing popularity in the U.S., early adopters can carve out a niche before the market becomes saturated.
Supportive Ecosystem: Backed by substantial funding and a focus on e-commerce, Xiaohongshu is positioned to provide tools and features that empower creators to thrive.

Challenges and Considerations

While Xiaohongshu’s rise is notable, its long-term sustainability in the U.S. remains uncertain:

Regulatory Scrutiny: As a Chinese app operating in the U.S., Xiaohongshu could face increased scrutiny from authorities.
Competition: The app will need to differentiate itself further from established platforms like Instagram and Pinterest.
Cultural Adaptation: To succeed in the U.S., Xiaohongshu must adapt its offerings to align with local user preferences and behaviors.

What’s Next for Xiaohongshu?

With its viral momentum and robust features, Xiaohongshu has the potential to disrupt the U.S. social networking landscape. However, its future will depend on how well it navigates regulatory challenges and adapts to the preferences of an American audience.

If you’re interested in leveraging Xiaohongshu for your brand’s growth, contact us today to explore tailored strategies that align with your goals!

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The Evolution of Xiaohongshu, RED, into a Travel Platform

September 4, 2023

China’s Gen Z has found Xiaohongshu, also known as “RED”, to be a distinctive platform that resonates with them in the rapidly changing world of social media and e-commerce. Xiaohongshu stands out for its clever integration of influencer culture and retail. This is what draws in young customers looking for inspiration and authenticity. RED began as a shopping guide for wealthy mainlanders traveling abroad in 2013, but its development has been characterized by seismic shifts. This article will delve into Xiaohongshu’s evolution from a cross-border shopping platform to a thriving hub for travel inspiration, highlighting its impact on China’s digital landscape and the broader tourism industry.

📕 Little Red Book: Main Functionalities

Xiaohongshu RED Travel Tourism Content

From Shopping Guide to Social Travel Hub

RED embarked on its journey as a shopping guide, providing valuable insights to Chinese travelers visiting international destinations like Hong Kong, Thailand, Japan, and South Korea. Gradually, it embraced a new dimension by acknowledging users’ desires to do more than just window shop. The company capitalized on the growing trend of users wanting to purchase products endorsed by influencers and. celebrities. Then everyday consumers started to share their experiences on the platform. This transition led to the birth of a social e-commerce ecosystem, enabling Xiaohongshu to position itself as a pioneer in this emerging industry.

The platform’s evolution didn’t stop there. Over time, it expanded beyond its initial shopping-focused approach, transforming into a digital haven for travel and lifestyle enthusiasts. The 2020 China Tourism Industry Report revealed that Xiaohongshu had secured its position as the go-to platform for 64% of China’s wanderlust-driven individuals. This staggering popularity catapulted Xiaohongshu beyond conventional online travel agencies, underscoring its potential to redefine the market.

🌏 Reaching Chinese Tourists and Top Online Travel Agencies in 2023

AI-Powered Growth and Expansion

Firstly, Xiaohongshu harnessed the power of artificial intelligence and machine learning to enhance content distribution since 2016. This strategic move proved instrumental in captivating the preferences of young consumers, effectively driving the platform’s popularity. Two years later, the platform expanded its horizons by launching Puzhen Xiangli, a travel agency rooted in Shanghai. This venture showcased the platform’s commitment to becoming a comprehensive travel resource, offering services ranging from travel consulting and hotel management to catering and tourist site operations.

Fast forward to 2023, Xiaohongshu solidified its authority by forging a strategic partnership with Tourism New Zealand. This collaboration, announced during a high-profile event in Shanghai, exemplifies Xiaohongshu’s ability to foster alliances that amplify its impact and influence.

New Zealand Xiaohongshu RED

A Catalyst for New Behavior Patterns

Xiaohongshu’s influence extends beyond commerce and travel, shaping the behavior patterns of its users. Online travel agencies remain pivotal for trip planning and booking. However, Xiaohongshu emerges as a frontrunner during the pre-planning phase, catering to nearly 40% of travelers seeking outbound experiences. Notably, travel content occupies a significant position on the platform, showcasing remarkable growth alongside beauty-related content.

Subsequently, The COVID-19 pandemic catalyzed shifts in travel preferences, favoring short-to-mid-distance trips. In this landscape, Xiaohongshu demonstrated its prowess in driving conversions for lesser-known and budget-friendly travel offerings, reflecting its adaptability and agility.

However, Xiaohongshu is not without its critics. The platform’s embrace of user-generated content transformed picturesque locations into influencer magnets, yet this practice also attracted criticism. Accusations of heavily filtered and stylized content raised questions about authenticity. Notably, during the National Day holiday, influencers’ images on Xiaohongshu faced scrutiny when compared to real-life experiences. It prompted a candid discourse about the platform’s portrayal of destinations.

In conclusion, Xiaohongshu’s evolution from a shopping guide to a diverse platform blending commerce, travel, and social interaction demonstrates its user-focused agility. Through AI, strategic alliances, and embracing changing travel trends, it has firmly established itself in culture and commerce. Xiaohongshu’s enduring legacy lies in its adaptability, innovation, and bridging digital and real-world experiences.

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Xiaohongshu RED Beauty Trends 2022 – What’s Hot?

May 5, 2022

Xiaohongshu, a lifestyle platform, released a report dedicated to the trends gaining popularity at the beginning of 2022. Called Little Red Book, or simply RED, attracts a big number of beauty enthusiasts. As of now, it has over 200 million monthly active users. Beauty has consistently been one of the most popular content categories on Xiaohongshu, owing to a large user base with a strong interest in beauty and makeup.

Women account for 89% of clients who view beauty-related articles, while those aged 18 to 34 account for 87%, according to the survey. More importantly, many of them are now in the habit of using the site to study skincare and beauty items before purchasing them. Recently, we dug deeper into RED marketing with our Quick Guide to Xiaohongshu (Little Red Book) Marketing and talked about 5 Reasons to Leverage RED/Xiaohongshu and How to Set Up an Account?

Earlier this month, China’s lifestyle social platform Xiaohongshu released its 2022 Xiaohongshu Beauty Trends Report. The report provides valuable insights into what trends are emerging in the beauty sector from a large user base that is highly interested in beauty and makeup. It allows brands and investors to iterate their products in response to market demand and develop more targeted marketing and investment strategies.

Xiaohongshu forecasts trends based on content searched on the platform in the previous year, including ‘efficient skincare,’ ‘haute makeup,’ ‘stacking products,’ and ‘gender neutrality.’

The Four Major Beauty RED Trends 💁‍♀️

Haute Makeup
Simultaneously, searches for personalized and custom makeup increased in 2021, as individuals sought makeup that might transform potential flaws into distinct qualities. Searches for “Square face makeup” jumped 1100%, “How to define olive skin” increased 470%, and “Facial angling” increased 163%.

Stacking products
Combining the use of various items, according to Xiaohongshu, became popular since it was supposed to provide an exponential effect. Searches for “lip oil layering” and “perfume layering” jumped by 135% and 82%, respectively.

Efficient skincare
When it comes to skincare products, quality always outweighs quantity. Searches for “simple skincare” grew by 170%, while searches for “skincare pyramid” increased by 560%.

Gender neutrality
On the site, men’s attractiveness has grown in popularity. Men are searching for a broader range of beauty goods than perfumes, facial cleansers, and lotions. Searches for “Men’s eyebrow shape” and “Men’s cosmetics cream” increased by 130 and 354%, respectively.

Some of the RED Report’s Key Takeaways

Men’s beauty is emerging: More categories of cosmetics have been added to men’s beauty wishlists, in addition to the evergreen perfumes, facial cleansers, and lotions. Furthermore, the survey revealed a significant increase in men in 2021, with 14% of these becoming content creators. This group has the potential to push more men to abandon outdated notions of masculinity. Hence accelerating the rise of gender-neutral beauty labels.

Self-acceptance drives personalization: Similarly, the report demonstrates how Xiaohongshu users have embraced variety. This transition is evident in the emergence of personalized and tailored makeup showcasing the distinctive qualities of beauty customers. The practice of layering multiple cosmetics, such as lipsticks and perfumes, exemplifies the desire for individuality. Some of the brands gaining benefits from these are Perfect Diary, Proya, Carslan, FlowerKnows, Zeesea, and more.

The need for cosmetics ingredients is increasing: Cheng Fen Dang (成份党) has been a key trend impacting the beauty landscape in China since its inception in 2017. This exclusive club, founded by skincare enthusiasts with scientific degrees, discusses the professional understanding of cosmetic components and how they influence different skin types. Some of them use personal social accounts to provide product reviews that evaluate various substances and their features, which have become reliable sources of information for locals.

Xiaohongshu’s Beauty Influencers

The number of beauty-related artists in Xiaohongshu is increasing, with a 14% increase in male users in 2021 (it didn’t happen without some controversies – see our news bulletin). Beauty influencers are also increasingly younger. The group born after the year 2000 accounting for 20% of the platform’s beauty creators. Almost 70% of Xiaohongshu’s beauty producers live in major cities.

Check out our previous posts to discover more about how to advertise on RED.

Conclusion

If you wish to know more about Xiaohongshu or need assistance in creating content, 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.

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Advertising on RED/XiaoHongshu

February 21, 2022

Xiaohongshu, also simply called RED, is one of the fastest-growing smart social commerce apps on the market, with over 100 million monthly active users. RED provides multinational brands with enormous opportunities to maximize their potential and establish a strong presence in China. It’s for this reason that famous brands like Louis Vuitton and YSL are clamoring to advertise on the site. If you are not convinced yet check our previous post 5 Reasons to Leverage RED/Xiaohongshu and How to Set Up an Account.

In the ever-changing digital landscape, it’s a must-have Chinese marketing channel for beauty, lifestyle, and fashion brands.

RED helps marketers to engage and sell to their target market by utilizing a filtering algorithm that tailors material to users’ likes, which is one of the most significant advantages.

The most effective strategy to reach users is to advertise in the app’s newsfeed. User-friendly and authentic material with clear reasons to interact is preferable. We recommend to use a mix of multimedia with enticing descriptions with hashtags to cover a variety of views depending on the objectives and industry subjects.

One of the key ways to gather popularity on RED is of course collaboration with KOLs and KOC which we will cover in our next posts.

Who are Chinese influencers: KOL and KOCs?

Today, we will focus on how you can advertise using RED’s native media buy system.

While advertising on the platform is certainly beneficial to your business, navigating XiaoHongshu’s merchant setup can be tricky. There’s a lot to consider, and there’s not a lot of help available. Here’s all you need to know about selling on XiaoHongshu without the hassle!

Step 1: Create an account on RED / XiaoHongshu

To begin, you must first create an account on XiaoHongshu’s enterprise system. If you’re an incorporated business with your own email account, this should be pretty simple.

Step 2: Provide information about your business

After you’ve created an account, you’ll need to fill out the following information:

Company information and qualification: like your contact information, location, the origin of your goods, trading model (cross-border or general commerce), and business type. Also, include a Chinese business license or letter verifying your right to sell in China and proof of incorporation.
Financial information: your bank details, account number, billing currency, and sort code
Brand information and qualification: adding your brand name, description, and photos, as well as whether you’re a single or a multi-brand company. Also, I Include trademark certificates, permission to resell other brands (if applicable), and authorization to sell under your own brand.

Step 3: Review of qualifications on RED

After you submit the above information, XiaoHongshu will review your application and determine whether you are eligible to sell on their site. If all of the information you supplied is correct, you can complete it as soon as one week after your submission.

Step 4: Fill out the contract

When RED approves your application, you’ll receive both a digital contract to sign through email and a physical contract to return by mail. Read these over with a lawyer and sign them as soon as possible if you wish to move further.

Step 5: Take up the XiaoHongshu training

The completion of XiaoHongshu’s online training program is the final stage in the application procedure.

This section contains all you need to know about selling on the platform, and you won’t be able to start your store until you finish it. Set aside some time to concentrate on this – it will benefit you greatly in the long run.

Time taken to register: The length of time it takes to register is mostly determined by how quickly you can complete all of the paperwork, complete your company introduction, submit photographs, and so on.

If you do everything correctly from the start, you can administer the application in one week.

Costs included: Deposits and operating fees are included in the cost of selling on the platform. Deposits vary depending on your company’s “characteristics,” your qualifications, and the type of store you intend to open.

The deposit is usually RMB 20,000 and is returned three months after the store is closed.

Conclusion

Xiaohongshu’s unique stance as a trustworthy, celebrity-approved distributor of international products is an ideal route for businesses. Especially for ones looking to leverage the social commerce trend as part of the e-commerce revolution for purchasing superior products.

However, marketing in China is never simple. There are language barriers to overcome, rules to follow, and high costs to consider. All of that makes starting all too risky.

That is why at KRDS, we commit to assisting businesses to achieve marketing success in China. If you require further support with setting up your account, 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 us by phone – Shanghai or Hong Kong

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