2024 Little Red Book (Xiaohongshu) Marketing – A Complete Guide

Tingyi Chen Red/Xiaohongshu Marketing

As 2024 unfolds, Little Red Book (also called Red or Xiaohongshu) becomes a crucial force in luxury and premium brand marketing. With an anticipated IPO by 2024, Xiaohongshu is now a prime China marketing channel. It captivates a wealthy, young urbanite audience, making it a key destination for luxury and premium brands. Little Red Book (Xiaohongshu) Overview Little Red Book …

China’s Top Winter Fad: Allgrey Fashion Trend Captivates over 300 Million Views on Red

Selina Wang China Market Analysis, Douyin, Red/Xiaohongshu Marketing, Tmall

​Allgrey fashion trend, or 格雷系 in Chinese, which involves the layering of items in different shades of grey, was the major fashion fad in the last months of 2023 going into 2024. Originating amidst the winter season, this trend has seen an extraordinary rise in popularity, growing MoM 29.53X on average from November to January and captivating over 300 million views in relevant topics on Red/Xiaohongshu. In this edition of our micro …

chinese new year marketing, china marketing, luxury

Chinese New Year Marketing: Luxury and Cosmetic Brands Are Redefining Strategies for the Modern Chinese Consumer

Tingyi Chen China Digital News, China Market Analysis, Douyin, Red/Xiaohongshu Marketing

Chinese New Year Marketing Ranking – Luxury Handbags and Shoes Industry Chinese New Year marketing engagements include both brand and organic content. Luxury Sector Chinese New Year Marketing Summary Insights  Offline artistic installations The recent Chinese New Year marketing campaigns by luxury brands have showcased a significant uptick in the deployment of offline artistic installations, a testament to the brands’ …

A Look into Lululemon and Maia Active’s KOL Strategy on Red (Xiaohongshu)

Shilin Song Red/Xiaohongshu Marketing

Red (Little Red Book, or Xiaohongshu in Chinese) is already a must-do platform in China’s content marketing space. In this article, we will compare the Red KOL marketing strategy of 2 yoga brands: Lululemon and Maia Active. In addition, we will offer practical suggestions for international brands operating in China.  Why Red is perfect for sports fashion brands Red is the perfect intersection …

4 Tips to Optimize your Red (Xiaohongshu) Content Marketing

Shilin Song Red/Xiaohongshu Marketing

Red (Xiaohongshu) has become a must-do for domestic and international brands operating in China. However, treating your Red content the same way as Weibo content will not work. So how to plan your Red (Xiaohongshu) content marketing strategy to generate real engagement and followings instead of just talking to yourself? This article will give four practical tips to optimize your …

How Fashion Brands Leverage Red/Xiaohongshu: Content, KOLs, and case study

Shilin Song Red/Xiaohongshu Marketing

RED (Xiaohongshu) is the Chinese equivalent of “Instagram,” where consumers look for fashion trends, beauty tips, and authentic reviews before buying a product. More than 70% of active users on Red are females, and 50% live in tier 1 and 2 cities. Therefore, Red is a not-to-miss platform for fashion brands, including apparel, handbags, accessories, footwear, etc.  Chinese marketing data …

Xiaohongshu/Red Pushes “Account-Store Integration” to drive In-app Conversion

Shilin Song China Digital News, Red/Xiaohongshu Marketing

Xiaohongshu / Red is the crucial platform during the awareness and consideration phases. Chinese consumers are used to searching on Red for feedback and reviews and then finalizing the purchase on Tmall or Taobao. However, Red is no longer satisfied being only the UGC platform where people look for information. In August 2021, Red announced the “Account-Store Integration” to push …

Little Red Book new feature: “guaranteed” exposure for sponsored content

Shilin Song China Digital News, Red/Xiaohongshu Marketing

In early April 2022, Red/Xiaohongshu launched a new marketing feature, “performance optimization mode” (in Chinese: 优效模式) for sponsored content. The tool ensures that the sponsored content performance surpasses 80% of the KOL’s recent posts and guarantees a baseline impression for your collaboration campaigns. Have some unanswered questions about your Red/Xiaohongshu strategy? Get in touch with us! Why do we need …