Trending Beauty Hashtags on Little RED Book
Little RED Book (aka RED or Xiaohongshu) is one of China’s go-to platforms for beauty KOLs and brands looking to develop communities. Fortunately for beauty brands and KOLs, the platform seems to have rebounded since being pulled off app stores for 3 months in mid-2019. We expect the platform to continue its beauty space relevancy in 2020. So now let’s take a
WeChat Channels: will the new feature disrupt short-video incumbents?
Some people may have noticed a new feature in their WeChat "Discover" tab called "Channels". With WeChat Channels, users can explore media accounts, videos from stars and bloggers, all from users that are not in their contacts. If you were as curious as I was after finding the feature, you might also have spent too much time trying to
KOL Diaries VOL.5 | @小博博小：A Week For “Slash Youth”
【KOL Diaries】 Here you can learn how bloggers work, learn about their lives away from social media platforms and even gain insight into their private spaces. Behind those viral videos and stylish photos, what are they really like? Are they as glamorous, fun and free in their personal lives as they are on social media? Is the daily life of
Why Influencer Marketing Works with Chinese Consumers?
When marketers and brands come to China, they're often blown away by the record-breaking numbers that always seem to be in the headlines for influencer success stories. From live-streaming phenom Viya helping Kim Kardashian sell out of 15,000 KKW fragrances in just five minutes, to beauty influencer Li Jiaqi selling the same amount of lipsticks in a short amount of
Q&A | 10 Things You Need To Know About XiaoHongShu Marketing
XiaoHongShu (小红书), which literally translates as “little red book,” has experienced a few twists and turns over the past year and Xiaohongshu marketing has been a hot topic. After the platform was pulled from Chinese app stores in July 2019, the effect was staggering—monthly active users fell from 93 million in June 2019 to 72.88 million in October 2019. However, by November
How to Prepare For China’s E-commerce Shopping Festivals: A Platform-Based Guide
By now, most marketers working in the China market will be aware of the massive potential for brands in blockbuster e-commerce events like Alibaba’s Singles’ Day (November 11) or Double Twelve (December 12). A 2018 study by Nielsen found that a whopping 94 percent of online consumers in China had bought something during Singles’ Day sales. Meanwhile, 81 percent of