A Complete Guide on What RedNote Is and How It Works

October 17, 2025

RedNote—known in China as Xiaohongshu (“Little Red Book”)—is one of China’s most influential social-commerce platforms. Launched in 2013 by Miranda Qu and Charlwin Mao in Shanghai, it began as a travel and overseas shopping-recommendation community and has since evolved into a comprehensive content and e-commerce ecosystem. Today, RedNote boasts more than 300 million monthly active users and over 50 million daily interactions, shaping consumer behavior in beauty, fashion, lifestyle, and wellness categories across China. Positioned at the intersection of content discovery and commerce, the platform enables users to share real-life experiences while directly influencing purchasing decisions.

What is RedNote?

RedNote functions as a hybrid of social media and e-commerce. Users share “notes”—posts that include photos, short videos, text, product links, and personal stories. Its core lies in authenticity; users favor firsthand experiences and honest product reviews over polished advertising. This organic culture has given rise to the term “planting grass,” referring to inspiring desire and curiosity for products through genuine recommendations.

Unlike traditional influencer-driven platforms, RedNote empowers everyday creators to build influence quickly. Content success depends more on credibility and relevance than follower count. Over time, this grassroots model has attracted both consumers and brands, making RedNote a central hub for lifestyle inspiration and community-driven shopping in China.

Key Features of the RedNote App

Explore(FYP)

The Discover tab is the main feed where users browse a curated mix of user-generated content. RedNote’s algorithm tailors this section to each user, displaying posts similar to those they’ve liked or interacted with before. It’s the entry point for discovering lifestyle ideas, beauty tutorials, fashion tips, or travel diaries.

Nearby

The Nearby tab shows posts, people, and products based on the user’s location. It’s commonly used to find local cafés, trending restaurants, or nearby shops. This location-based function strengthens RedNote’s role as a lifestyle search engine, connecting users to experiences around them.

Following

The Followed feed collects the latest posts from accounts users follow, including both individuals and brands. It mirrors a traditional social feed, helping users stay updated with familiar creators while still balancing RedNote’s discovery-driven nature.

Video Playback Page

This section lets users browse short videos in a format similar to Instagram Reels or TikTok. The focus remains on lifestyle and authenticity—think mini product demos, outfit inspirations, or before-and-after transformations. Each video is paired with comments, tags, and product links to encourage discovery.

Livestreaming

RedNote integrates livestreaming directly into the app, allowing creators and brands to engage audiences in real time. Users can join live sessions to see product try-ons, Q&A discussions, or event broadcasts. Many livestreams include in-app purchasing, creating an instant path from engagement to conversion.

Market

The Market tab is RedNote’s built-in e-commerce platform. Users can browse products, read reviews, and make purchases without leaving the app. Categories span beauty, fashion, home, and tech, reflecting RedNote’s strength in social-driven retail. Although full purchasing options are primarily available in mainland China, international users often use this tab to explore trending products and brands.

How the RedNote Algorithm Works

Personalization and discovery

RedNote’s recommendation system prioritizes user interest and relevance rather than follower count. It analyzes likes, saves, comments, and viewing behavior to deliver personalized content.

Users discover posts through multiple tabs such as Explore, Nearby, and Search. This mix of interest-based and location-based discovery encourages users to explore new creators and trends.

Implications for content creators

Because RedNote is interest-driven, smaller creators have strong potential to reach large audiences. The platform rewards authenticity and quality over popularity, giving emerging voices more room to grow. However, creators must tailor content to fit the community’s lifestyle focus to maintain engagement.

How RedNote Compares to TikTok and Other Social Platforms

While TikTok focuses on entertainment and short-form viral content, RedNote prioritizes lifestyle storytelling and consumer insights. It predates TikTok by three years and was built with commerce in mind from the start. Unlike TikTok’s single-video vertical feed, RedNote displays multiple posts at once, encouraging browsing, saving, and deeper discovery.

Commerce integration is another major differentiator. TikTok and Instagram often rely on external links for shopping, whereas RedNote enables product browsing, review reading, and in-app checkout, streamlining the consumer journey. At the same time, RedNote enforces stricter moderation aligned with Chinese regulatory standards, especially regarding political or sensitive content.

RedNote vs. Xiaohongshu

RedNote and Xiaohongshu are the same platform. “RedNote” is the name commonly used outside China, while Xiaohongshu is the Chinese name. Most core features, especially content-discovery tools, remain the same. However, in-app shopping and livestream commerce are more accessible inside China due to regulatory and logistic differences.

RedNote and the TikTok Ban: Impact on User Migration

The conversation around a potential TikTok ban in the United States significantly shaped RedNote’s global exposure. As lawmakers intensified scrutiny around data privacy and foreign-owned social platforms in late 2024 and early 2025, millions of U.S. users searched for alternative spaces to create and consume short-form content. During peak speculation, RedNote reportedly saw nearly three million new U.S. user downloads in a single day.

This migration wave marked one of the platform’s largest surges outside China. American creators, particularly those in beauty, wellness, and lifestyle niches, began experimenting with RedNote to diversify audience reach and secure brand partnerships targeting Chinese consumers. The event also sparked increased media coverage and investor interest in China-based consumer platforms, positioning RedNote as a cross-border digital bridge. While TikTok remains dominant globally, the geopolitical moment accelerated early adoption of RedNote in Western markets and expanded cultural exchange on the platform.

International availability and language support of RedNote

RedNote is available globally via iOS, Android, and web browser. Although the interface displays partial English, most user-generated content remains in Mandarin. The platform has introduced translation and automatic subtitle tools, but full English adoption is still in development. International users can browse, post, and engage freely, but shopping features remain primarily localized to China.

Safety, security, and user privacy concerns on RedNote

RedNote operates under Chinese cybersecurity and data-protection regulations. Some governments, particularly in Taiwan and certain Western institutions, have expressed caution or imposed usage limitations on government-issued devices due to data-sovereignty concerns. The platform employs content moderation to enforce community standards and restrict political or sensitive content, prioritizing safety, trust, and platform compliance.

Monetization and opportunities for content creators on RedNote

RedNote does not currently offer direct monetization programs such as ad revenue sharing. Instead, creators earn income through brand collaborations, sponsorships, and affiliate sales.

The Dandelion Program connects verified influencers with brands for campaign opportunities. Verification requires identity checks, such as a passport upload. Music and video usage rules vary by region and are stricter than those on Western platforms.

Compared to TikTok, Instagram, and YouTube, RedNote’s monetization system is less developed but growing through partnerships and commerce-based engagement.

How to download and start using the RedNote app

You can download RedNote from the iOS App Store or Google Play, or use it on desktop via Xiaohongshu.com.

To get started:
• Install the app and register with your phone number or email.
• Complete verification if prompted.
• Explore the Explore, Follow, Nearby, and Search tabs.
• Tap the “+” icon to create posts, add text or media, and tag products or locations.

International users may face restrictions on shopping features but can still post and engage with community content.

Frequently asked questions about RedNote

Is RedNote free to use?

Yes. All basic posting and browsing features are free.

What is RedNote app?

It’s a lifestyle and shopping platform combining social media and e-commerce, originally known as Xiaohongshu in China.

Can I shop on RedNote from outside China?

Shopping features are limited for international users, though browsing and product discovery remain open.

Is RedNote safe and how does it handle my data?

RedNote follows Chinese data laws and applies strong moderation to protect the community. Users should review privacy settings carefully.

What is the difference between RedNote and Xiaohongshu?

They are the same app. RedNote is the English name; Xiaohongshu is the Chinese version.

Can I monetize my content on RedNote?

There’s no built-in monetization system. Creators usually earn through brand partnerships or sponsorships.

Is RedNote available in English?

Some menus and interface elements are in English, but most content remains in Mandarin.

How does RedNote’s algorithm differ from TikTok’s?

RedNote focuses on interest-based recommendations. TikTok relies more on previous engagement and followers.

What are the main content restrictions on RedNote?

Political or sensitive topics and non-compliant content may be censored.

How can brands collaborate with creators on RedNote?

Brands can connect through influencer partnerships or the Dandelion Program after identity verification.

Read More

Why RedNote Delivers High ROI for Foreign Brands in China

The Rise of Soft-Selling Livestreams on RedNote

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

9 Proven Strategies for Foreign Brands to Succeed on RedNote

6 Keyword Categories Every Brand Needs for Xiaohongshu Success

How to Market to Affluent Chinese Female Travelers Using RedNote

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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

  1. Partner with the Right Hosts – Look for influencers with engaged communities, even if follower counts are modest.

  2. Allow Creative Freedom – Avoid over-scripted talking points; authenticity is key.

  3. Integrate Storytelling – Tie your product into relatable, everyday scenarios.

  4. 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:

  1. Douyin → Focus on depth, evergreen value, and multi-topic expansion.

  2. Xiaohongshu → Double down on originality, precision tagging, and comment-driven interaction.

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

June 13, 2025

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

AI Takes Center Stage

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

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

Rule Changes and Real Impact

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

The simplified pricing approach also helped:

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

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

Return of International Beauty Brands

International giants reclaimed dominance during 618:

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

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

Platform Differentiation Defines Strategy

Each platform reinforced its unique edge:

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

Content-Commerce Convergence

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

Livestreaming’s Evolving Role

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

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

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

What This Means for Beauty Brands

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

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

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

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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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Key KOL Marketing Trends in China for 2025

March 7, 2025

Influencer marketing in China is evolving rapidly, with brands leveraging new strategies to maximize engagement, sales, and brand authenticity. As we enter 2025, several key trends are reshaping the landscape, offering fresh opportunities for businesses to optimize their influencer collaborations. Here’s what to expect and how to stay ahead of the curve.

Key Influencer Distribution Across Major Social Platforms

1. More Direct and Sales-Driven Influencer Marketing

Influencer marketing in China is shifting from subtle brand mentions to more strategic, sales-oriented collaborations. Brands are increasingly focusing on three main approaches:

  • Influencer Branding – Strengthening brand presence within influencer content to create a deeper connection with audiences.
  • Influencer Seeding – Tapping into influencers’ personal experiences and testimonials to build trust and drive brand consideration.
  • Influencer Conversion – Utilizing influencer-driven campaigns to generate direct sales, particularly through livestream shopping and interactive content.

2. In-House Influencer Strategies Are Growing

Many brands are shifting their focus from external influencers to internal brand ambassadors, known as KOBs (Key Opinion Bosses), KOSs (Key Opinion Sales), and KOEs (Key Opinion Employees). This approach enhances authenticity, builds trust, and offers a more cost-efficient way to engage with audiences while maintaining brand consistency.

3. The Rise of Micro-Influencers

Influencers with fewer than 1,000 followers are proving to be highly effective in driving engagement and conversions. Their smaller but highly engaged communities allow brands to foster deeper connections and build trust with their target audiences. As a result, micro-influencer marketing is becoming an increasingly attractive option for brands looking for cost-effective and results-driven campaigns.

4. International Influencers Entering Xiaohongshu

With the rise of global influencers on Xiaohongshu (RED), largely due to the “TikTok Refugees” phenomenon, brands now have a unique opportunity to collaborate with international content creators. This trend allows brands to reach a diverse audience, blending cross-cultural content strategies with localized marketing efforts to drive engagement and brand awareness.

Want to explore how these trends can enhance your marketing strategy? Contact us to develop a customized influencer marketing approach that aligns with your brand’s goals.

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