little red book MARKETING
3 keywords to describe XHS’s users: “Young", "Mid-class" and "Female".
China’s cross-border social and shopping platform Xiaohongshu (XHS/Little Red Book) is designed with the concept of boosting e-commerce on social media. The majority of the posts are user-generated content (UGC), with loads of celebrities and influencers being active on it. With a focus on beauty and fashion, XHS acts as a platform for people to post and share shopping tips, product reviews, and lifestyle stories, in the form of pictures, videos, and text. The platform has developed into a trusted source for advice and recommendations from like-minded people. As it encourages users to share their opinions and recommendations of the product, XHS gradually builds up a community of real word of mouth since 2013. It has successfully created a thriving community where users interact and engage with authentic content. Also known as a blend of Instagram and Pinterest, "Young", "Mid-class" and "Female" are 3 keywords to describe XHS's 200+ million users. 60% of the users are women between 18 and 35 from 1st tier city.
Noticing users’ demand for buying foreign goods, XHS launched its own cross-border e-commerce platform, the “RED store” in 2014. It connects Chinese consumers with global brands by enabling users to buy overseas products directly through the app. Being one of China's most popular e-commerce platforms, it provides an outstanding opportunity for foreign brands who want to get into the massive China market.
Different from Taobao and Tmall, XHS’s content-driven model attracts consumers who value quality and authenticity, which provides great opportunities for high-quality brands social marketing.
Little Red Book Marketing Strategies
There are several strategies you can use to kick-start your marketing journey on the XHS platform.
If you are looking to move into the Chinese market, the following Wechat marketing strategies should be considered:
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Comms8 helps you to handle the hassles of WeChat administration with the service of:
It is sometimes not easy to start a Chinese social media account.
Visit Social Media Set Up to know more about what Comms8’s can help you with.
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