Little Red Book, also known as Xiaohongshu, is the Chinese equivalent of Instagram. It’s the best platform to read about product reviews, share outfits of the day, learn about fashion tips, and discover high-quality brands. Since Little Red Book reviews could directly impact sales, it’s one of the most important social media channels for brand marketing.
It has 100 million monthly active users (MAUs). 90% of the users are female and 46% of the users are under 24 years old. In general Little Red Book users are based in tier 1 and tier 2 cities, with strong purchasing power. Little Red Book content has a strong focus on premium position brands, and content containing popular overseas brands usually can get stronger engagement. In contrast with other e-commerce platforms, Little Red Book focuses on a unique blend of trusted user-generated content, word of mouth advertising, and online community-building.
This represents an amazing opportunity for global brands to build their market presence in China. It’s why big players like Chanel and Dior are paying so much attention to the platform.
With its strong focus on the beauty and fashion markets, Little Red Book has set itself aside from other Chinese social media and e-commerce platforms such as WeChat and Weibo.
Currently, there are around 8,000 verified brands featuring products on Little Red Book, including many major global brands.
In an effort to appeal to the local audience, a lot of global brands are translating their packaging into Mandarin, and are partnering with Chinese key opinion leaders (KOLs). This includes Chanel, Gucci and Dior, all of whom have all enlisted Chinese celebrities for their ads.
This kind of engagement can take a lot of effort at the local level, and potentially requires input from translators and production agencies.
The platform has also invited actresses from popular television drama series to join Little Red Book as beauty bloggers, sharing their makeup routines to their audience of followers.
Little Red Book has seen amazing growth over the past 7 years and if you are planning to enter into China market and sell more in China, Little Red Book is an excellent choice. Deep Digital China has helped more than 200 global brands enter into China market by digital marketing and we know Chinese digital marketing very well. If you are interested in Little Red Book marketing, just contact us now for further information.