If you've been following China's e-commerce landscape, you will already know that Xiaohongshu – also known as Little Red Book or RED - is revolutionising consumer habits and reshaping the way people make purchasing decisions. In this article, we explore how RED significantly influences consumer behaviours in China and the potential benefits of establishing a presence on the platform, particularly for international skincare and beauty industry brands.
RED is a popular platform in China, blending elements of Instagram, Pinterest and Amazon. Starting out as an app for Chinese travellers to create shopping itineraries, the platform has always put user-generated content at the centre of its offering. Users are able to find and buy products recommended by influencers and other users. It is especially popular among young Chinese women, who use it for travel, beauty, and lifestyle advice.
The platform has 312million monthly active users in wealthy cities, making it an excellent channel for brands targeting high-spending women. Additionally, as reported in the Financial Times article "China's Instagram-like Xiaohongshu Makes First Profit," it became China's fastest-growing large social media platform last year.
Let's delve into how brands can benefit from Xiaohongshu and why establishing a presence on Xiahongshu is crucial:
Seamless E-commerce Integration: Xiaohongshu offers seamless social media and e-commerce integration, allowing brands to engage with consumers and drive sales directly through the platform. Users don't need to navigate multiple platforms to make purchases. It also provides a seamless shopping experience with integrated payment options and fast delivery times. This combination of social engagement and e-commerce functionality has positioned Xiaohongshu as a potential game changer in the Chinese e-commerce landscape.
Authentic User-Generated Content: Xiahongshu thrives on authentic user-generated content, providing brands with opportunities to showcase their products in a genuine and relatable way. Chinese consumers heavily rely on product reviews, recommendations, and experiences from other users. This leads to a more engaging and personalised shopping experience and more informed purchasing decisions.
Influencer Marketing: Influencers and Key Opinion Leaders (KOLs) in China play a significant role in shaping consumer preferences and driving purchasing decisions. Collaborating with influencers on Xiaohongshu can amplify brand awareness and credibility among target audiences.
Slow Live-Streaming: Xiaohongshu has found its"niche" with "slow live-streaming marketing", where influencers promote products calmly and deliberately to capture the trend of"quiet luxury". This approach distinguishes Xiaohongshu from platforms like Taobao, where users may encounter a more "chaotic" environment.
Trendsetting and Discovery: Users discover new trends, such as beauty and lifestyle tips, on Xiaohongshu and actively follow trends shared by influencers. It creates opportunities for brands to align themselves with popular trends and capture the attention of their target audience.
Testing Ground for Chinese Market Entry: For businesses looking to enter the Chinese market, Xiaohongshu serves as a valuable testing ground, providing insights into consumer preferences and behaviour. It is also a better platform for building brand identity and customer relationships.
Brands can quickly build a strong presence on Xiaohongshu because it seamlessly combines social media and e-commerce. It also features authentic user-generated content and influencer marketing capabilities. By utilising Xiaohongshu, brands can take advantage of the growing demand for beauty products in China.
Is your brand looking to grow in China? Book a free demo with YASO and chat with one of our experts to discuss potential opportunities.
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