Xiaohongshu – A Marketing Booster For Your China Strategy - Media Buying Agency | Chinese Advertising Media Agency | Media Buying Services | ConnectX

Xiaohongshu – A Marketing Booster For Your China Strategy


Marketing products in a different country is always a challenge, especially if the country has an entirely different culture than your own. If you want to reach a specific audience in a different country, it is important to find the tools or platforms that might enable you to do so.

Xiaohongshu or Little Red Book is one such platform for businesses to reach out to a specific audience in China.


What Do You Need to Know About Xiaohongshu?

Xiaohongshu is a cross-border social e-commerce platform that was set up in 2013 and has experienced tremendous growth since then. This platform provides customers with a space to browse through different products, read reviews on them, get into discussions with other customers regarding them, and then make a purchase.

All of these aspects are based on trust and the power of word of mouth. Customers are more likely to trust recommendations from their peers than they are to trust advertisements or promoted content.

That’s one of the reasons why this platform has become so successful. It has accumulated over 70 million users and a 15.4 million monthly active user base. All signs indicate that this platform will only grow in the future so it is a good idea for businesses to get on it as quickly as possible.


How Did This Platform Do So Well?

Xiaohongshu was up against some heavy-weights in the Chinese market like Tmall International (Alibaba) and JD Global (JD) but it still managed to find a substantial footing in the industry. This is largely because Xiaohongshu utilised the power of user-generated content. Here’s a look at why the network is so successful:


1. Focus on Community – The platform has created an environment where everyone is part of a community. While Xiaohongshu is a force to reckon with in the e-commerce space, it is also a place for users to socialise. The company knows this and prioritises users and their comfort. There’s an instinctive distrust between brands and customers because customers know brands are intent on making profit.

They know a company will exaggerate qualities and manipulate facts when promoting their products in order to make a sale. Xiaohongshu navigates the barrier between brands and customers by making them equals on a social platform. This allows the two entities to interact freely, in a social sphere where the intention isn’t always to make a sale.


2. Understanding the Users – One of the most effective aspects of Xiaohongshu is the platform’s ability to connect with its users. Their customer base comprises of women born after 1985 and individuals who are comfortable with technology.

These women love to travel abroad and love shopping but are uncertain about international products or brands. These women share their shopping experiences with others, provide pictures, reviews, and even test the products over the long term in order to determine their quality. Other users can comment, like, share, or repost if they like the user-generated content.

Xiaohongshu is a marketing and selling platform. User-generated content helps improve a brand’s reputation and influencers with a large number of followers can drive sales. Customers can then purchase products directly from Xiaohongshu’s e-stores instead of looking for other platforms.

ConnectX has launched the Daigou Connection Program, which helps brands to distribute their products to 240 Daigou shops, 40 Taobao stores, and 600 tour guides (Influential Daigou shoppers). Send an inquiry to info@sydneyconnectx.com for a quotation.