Xiaohongshu

How Do Brands Open Douyin And Xiaohongshu Stores?

A few years ago, it may have been enough for a brand to run its China e-commerce operation via a Tmall and JD.com shopfront, with a WeChat mini-program to take care of social media. In 2021, that’s no longer the case, as both the social media and e-commerce landscapes have

Double 11 2020: What Brands and Marketers Need to Know

Alibaba’s Double 11 2020 events racked up a record-breaking RMB 498 billion  in sales this year, almost doubling last year’s total. KOLs and celebrity influencers played a key role in driving sales to those new heights, with brands spending more than ever on partnerships. The main reason this year’s sales

Little Red Book (Xiaohongshu) SEO Manual for KOL Marketing

Little Red Book maintains a stable position in the buyers’ journey of 18 to 35-year-old Chinese females. The brands that know exactly how to conduct SEO in Little Red Book KOL marketing campaigns have a distinct advantage influencing the buyers’ journey of this highly-valuable demographic. This Little Red Book (Xiaohongshu)

Xiaohongshu: Trending Beauty Hashtags

Xiaohongshu (aka RED or Little Red Book) 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

Q&A: 10 Things to Know About Marketing with Xiaohongshu KOLs

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

How Influencers Use Xiaohongshu: 3 XHS KOLs Share Tips

Xiaohongshu (Little Red Book) is arguably one of the hottest platforms of 2019 and should be included in every brand's influencer marketing strategy. Not quite the cross-border e-commerce platform that many marketers predicted it would be, and not quite the review space once claimed by the likes of Dianping, Xiaohongshu

6 Chinese Social Media Apps Marketers Should Use in 2021

We’ve already reached that time of year when we start making predictions and setting strategies for the Chinese social media apps marketers should use in 2021. Around this time last year, we published a list of five apps marketers should use in 2018 and it was fairly accurate with 3

3 Things I’ve Learned Building a Xiaohongshu KOL Account

One reason I understand Chinese social media platforms as well as I do is that I’m not just an observer. I'm currently in the process of building my own Xiaohongshu KOL account. When a platform becomes interesting to me, I open an account, start sharing content and attempt to grow

Search Engine Optimisation in China Utilising a KOL Strategy

While KOL marketing is a powerful tool, the glut of content on social media means sponsored posts tend to be a flash in the pan. Efforts are especially fleeting when brands haven’t developed a KOL strategy that extends to search engine optimisation in China. SEO (Search Engine Optimisation), SSO (Social

What is Retailtainment & Why has Amazon fallen behind China?

As ad-supported media content declines globally, media companies and brands scramble to find solutions to make up lost profits. Chinese companies have found theirs, and it blurs the line between content and commerce. It’s called retailtainment. In the West, platforms like Instagram and Snapchat are actually starting to follow China's lead by

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