China Xiaohongshu’s new secret weapons to attract more brands

Post by 
Cecilia Wu
April 23, 2019

From fashion to beauty, it is said the holy grail of the holy grail to convert your potential customers in China is through Xiaohongshu (Little Red Book), one of the leading social apps, which combines the hodgepodge features of Instagram, Pinterest, blog, forum, community, short video, social e-commerce…

The app now has garnered over 200 million users; 80% of them are female, born after the 90s, mostly from tier 1 & 2 cities, producing at least 150,000+ user-generated articles on a daily basis.

Today 3000+ brands choose to open an official account on Xiaohongshu, but its appetite to attract more to join has been simply unsatiable.

It claimed to offer 4 pillar services for the brands:

  • Data insights
  • Traffic reach
  • Content marketing
  • Social shopping

Data insight is probably the most sought-after item among the four, which mainly cover three key areas:

  • Industry Trend
  • Brand Reputation
  • User Profile

Each brand official account will also have a glimpse of its basic performance on Xiaohongshu via its back-end dashboard.

But the real bazooka is Xiaohongshu’s launch of Brand’s Partner Open Platform.

The open platform basically links 3 vital players: brands, KOLs, and agencies altogether.

You can obtain a detailed look at every KOL profile.

Or you can compare a list of KOLs officially approved by Xiaohongshu, select the ones you prefer and even get in touch with them directly.

Albeit not a novel idea, as many external marketing companies are already offering very similar services. But the fact that Xiaohonghshu starts to consolidate and formalize the channel of KOL business makes it sound more legitimate, compared to other existing third-party incumbents. In addition, it is a telltale sign that Xiaohonghsu is hoping to branch out new monetization models by capitalizing on its massive amount of UGC or paid UGC data.

Sign up for our

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
THere's More

Post You mIght Also Like

All Posts
China Digital Retail Insights

How L'Sphere Became a Top Selling Men's Skincare Brand in China in Less than a Year

Chinese Men’s skincare brand L’Sphere was unknown just over one year ago, but ended up as one of the biggest selling brands in the category on Douyin in 2020. Re-Hub breaks down the secret to L’Sphere’s success and outlines how other brands can replicate it.
Retail Analytics

Big Data in Luxury China

In 2021 and onwards, if luxury brands want to capture trapped spending Post-Covid, after consumers are free to travel again, they need to improve their data analytics capabilities.

Daigou in 2021: More Fashion-Forward Boutique Service Than Luxury Bargain Basement

The daigou market in China has gone through seismic shifts since a government crackdown in 2018. Re-Hub take a deep-dive into the state the market as we go into 2021
China Digital Retail Insights

How Hainan Can Become the Most Exciting Luxury Retail Destination in the World

Hainan Island tripled allowances for offshore duty free shopping in 2020. Re-Hub make the case that through utilizing data, there is a clear pathway for Hainan to become the most extraordinary luxury retail destination in the world.
China Digital Retail Insights

Co-Branding with Local Brands is the Key to Winning Free-Spending China Gen-Z Consumers

Generation Z in China love to spend. There are 328 million consumers who fit into the Gen Z bracket in China(born 1995-2002) and they now account for 40% of online consumption in the country.

Sign up for our Newsletter

Enter your email and get the latest Asia digital disruption insights, news & interviews.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.