If you want to really connect with Chinese consumers in 2024, think RED the Chinese version of instagram.
Xiaohongshu (小红书), internationally known as “Little Red Book,” is a social media and e-commerce platform based in China. It combines user-generated content (UGC) with online shopping, allowing users to post product reviews, share shopping experiences, and make product recommendations. This integration of social interaction and e-commerce has made it particularly popular among young consumers, especially those seeking authentic insights into brands and products.
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Why RED is the best plateform for UGC in China?
1. A Hub for Authentic Product Reviews
- Little Red Book serves as a trusted platform where users share genuine reviews and experiences with products, ranging from beauty items and fashion to food and lifestyle goods. This authenticity helps users make informed purchasing decisions.
2. Community-Driven Content
- The platform thrives on content created by its users, fostering a community atmosphere. Users often follow accounts that consistently post insightful, relatable, or helpful content, creating a loyal follower base.
3. Seamless E-commerce Integration
- Little Red Book seamlessly integrates e-commerce capabilities, allowing users to purchase products directly through links in posts. This direct-from-content shopping experience simplifies the buyer’s journey from discovery to purchase.
4. Influencer and KOL Collaborations
- Key Opinion Leaders (KOLs) and influencers play a significant role on the platform, guiding trends and influencing purchase decisions. Brands often collaborate with these influencers to reach a wider audience.
5. Rich Media Content
- The platform supports a variety of content formats, including text, images, and videos, enabling users to create rich, engaging posts that showcase products in action.
6. Hashtag Challenges and Campaigns
- Little Red Book leverages hashtag challenges and themed campaigns to encourage user participation and content creation around specific topics or products, increasing engagement and visibility.
7. Data-Driven Personalization
- Utilizing algorithms, Little Red Book personalizes user feeds to display content and product recommendations based on individual preferences and interaction history, enhancing user experience and product discovery.
8. Global Reach with a Local Feel
- While it primarily targets the Chinese market, Little Red Book has a global user base and features content on international products and travel experiences. This global perspective, combined with a deep understanding of local preferences, makes it a unique platform for both users and brands.
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Little Red Book’s emphasis on user-generated content not only cultivates a sense of community and trust among its users but also provides a fertile ground for brands to engage authentically with their target audience. This blend of social media and e-commerce, powered by the voices of real users, sets Little Red Book apart in China’s digital landscape.
Xiaohongshu want to expand its horizons with eTV
On the eve of Chinese New Year (February 9), Xiaohongshu made its debut collaboration with the Spring Festival Gala, a televised spectacle that has become an integral part of the Lunar New Year celebrations since its first broadcast in 1983.
Xiaohongshu didn’t just feature its merchandise during the event; it also aired a special live show titled ‘Everyone’s Spring Festival Gala,’ inviting performers to share their behind-the-scenes experiences of the Gala.
Thanks to the Gala’s widespread popularity across China, Xiaohongshu saw a significant surge in platform traffic during the holiday season. The live show alone attracted over 27 million views and led to 170 million user interactions.
As viewers tuned into the gala, they simultaneously took to Xiaohongshu to share and discuss their thoughts. By February 10, the first day of the Chinese New Year, gala-related searches on the platform had exceeded 80 million, with over 25 million users engaging in discussions about the event. source JIngdaily
Despite Xiaohongshu’s impressive daily active users, boasting 100 million, and its popularity among millennial women and affluent users, its path forward seems uncertain as it marks its 11th year.
Relying on advertising for 80% of its revenue leaves Xiaohongshu more exposed than competitors with more diversified income sources. Critics have argued that the platform, while great for fostering interests, falls short in facilitating purchases.
In a strategic move in 2020, Xiaohongshu ventured into e-commerce, aiming to convert buzz into sales. By 2023, it had consolidated its e-commerce and livestreaming services, signaling a renewed focus on this integration.
This Spring Festival, Xiaohongshu not only participated in the globally watched TV program—which attracts a significant portion of China’s 1.4 billion population—but also rolled out a ‘nearby’ feature. This new tool offers users an interactive map filled with notes, group chats, and livestreams on local food, drink, and entertainment options, edging into the local lifestyle sector predominantly occupied by Meituan.
RED = Best platform for Fashion & beauty Brands 2024
As other platforms face growth challenges, Xiaohongshu’s push into commercialization opens new doors for luxury brands.
RED datas 2024
- 100 Million Daily Active Users (DAU): As of its latest report, Little Red Book has reached 100 million daily active users, showcasing its massive and engaged user base.
- Over 300 Million Users: The platform has amassed over 300 million registered users, highlighting its widespread popularity and growth.
- 85% Female User Base: Approximately 85% of Little Red Book’s users are female, indicating its strong appeal among women 2023-2024.
- 60% of Users are Under 30: Demonstrating its youth appeal, around 60% of Little Red Book users are under the age of 30, making it a hub for young consumers.
- Users Spend an Average of 40 Minutes Daily: Users spend an average of 40 minutes per day on the platform, reflecting high engagement levels with content and shopping features.
- Over 70% of Users Have a Bachelor’s Degree or Higher: The platform boasts a highly educated user base, with more than 70% holding a bachelor’s degree or higher.
- Monthly User-Generated Content Exceeds 3 Million Posts: Little Red Book sees over 3 million new user-generated posts each month, underlining the platform’s vibrant content creation activity.
- More Than 50% of Users Have Made Purchases Based on Recommendations: Over half of Little Red Book’s users have made purchases based on the platform’s recommendations, showcasing its influence on consumer buying decisions.
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Notably, luxury giants like Louis Vuitton and Givenchy saw their Red followers multiply after hosting livestreams . Gucci’s 2024 Spring Show livestream on Xiaohongshu drew 330,000 viewers, significantly boosting its follower count.
Moreover, Xiaohongshu’s strength lies in its user-generated content, which has been pivotal in setting fashion trends. The platform played a key role in popularizing trends in 2023, such as ‘dopamine dressing,’ ‘new Chinese style,’ and ‘quiet luxury,’ benefiting brands like Ralph Lauren and Loro Piana.”
Red and beauty brands
