All about the Little Red Book, Chinese Instagram

How do brands manage to communicate on Chinese Instagram, aka Little Red Book? Little Red Book, Red or Xiaohongshu is an online community where women are the ones who make the most of their lifestyle through photographs. The platform is primarily known for sharing photo content, but there are also video and livestreams…

Suggestion forum for advice

In China, users looking for user reviews can consult Little Red Book or other members of Xiaohongshu. There are many search topics on the platform, including fashion and clothing, food – such as recipes or restaurant reviews –, wedding items (including decorative items) as well as pets. Product reviews make it easy to see what other people think before buying something too far off the mark by checking out these suggestion forums, where everyone posts their opinions on the products they’ve recently purchased.

China is not only the most populous country in the world, but it is also one of the most connected. It has the largest number of internet users. With over 750 million users on the social media platform alone, it accounts for over 30% of the world’s online population. Brands that ignore China are missing out on a lucrative market with high purchasing power. Yes, China is getting richer, and consumers have become richer, and like to consume. Understanding why brands succeed, but more importantly, why they fail in China, is key to preventing this from happening to your business or brand.

Little Red Book Basis

Xiaohongshu’s content presents articles that provide an in-depth analysis of similar products from different brands. These “gan huo” (干货) give readers an overview and good judgment for their buying decision, whether one buys directly from this platform or not! Little Red Book is more than just a storytelling place. Instead, it provides useful information on the prices available to buy items so you know which one is best for your needs without doing any additional research online.

Balance, a premium water brand infused with Little Red Book.

e-commerce or social commerce

China is one of the most connected countries in Asia. With over 904 million Internet users and an ever-growing mobile application market, there are huge opportunities for innovation for Little Red Book (Xiaohongshu) with e-commerce for example. Chinese consumers may appreciate this more than others because they are more inclined to shop online rather than in physical stores where you sometimes have to wait for hours to get your product.

Little Red Book has developed a closed buying cycle specifically on cross-border sales of luxury items, which allows users to buy directly from merchants after reading reviews. This is an app where you can find all kinds of useful information about fashion, beauty products and even restaurants in your area! With its massive database compiled over many years of analyzing social media data for socially active, urban women living outside major cities, Little Red Book’s analysis makes the process of purchasing international products much easier . Simply search through scans and reviews of people who have tried these similar brands.

For example, Sephora has a store on Little Red Book:

types of users

70-80% of users are Chinese users, as on Instagram for that matter.

The platform offers features like “Big Sister” style chat where users can discuss various things, such as makeup brands. They can give recommendations about what to expect from other people when buying new clothes together, as well as advice on how to handle certain situations at home, for example.

The average age of users is between 18 and 35 and they come from all walks of life. But what do they have in common? Willingness to do business on quality products! His love of bargaining has led him to: An online community of buyers that allows you to connect with other like-minded people – or at least provide them with referrals if needed.

You can create posts about anything related (or not) and follow others’ comments. This creates a group consciousness where we are always aware of how our choices affect those around us, for good or for bad. It’s no surprise that the majority of people who use the Little Red Book live in first- or second-tier cities. Perhaps more interesting is the number of millennials (72%) using this app! More information about Little Red Book here.

KOL or influencers

Many stars (or KOLs) share their latest shopping and lifestyle changes every day, as well as photos from their less glamorous lives. This has created a unique circle of User-Generated Content (UGC), made up of well-known and highly followed influencers. These reviews are spread by more and more users (thanks to the platform’s many interactive tools), which quickly creates a viral impression for these products. It is no secret that influencers are in high demand these days. From social media stars to lifestyle bloggers, people with a large number of followers can make your product more popular than it actually is. ,

For example, when someone who has more than 100,000 followers shares their thoughts on a clothing line she’s recently discovered, or an emerging makeup brand sells its latest collection of beauty products, the news can explode. spreads to the entire community, which generates even more. Interest from potential customers, not only because everyone likes to share what they love, but also because innovation is a factor.

Fan Bing Bing, a star in China who tests a brand’s makeup.

With so many options and helpful reviews, it’s hard to go wrong with Little Red Book. This is a great place for anyone who wants to discover or discover new products. If you want to get started in China, consider this social network. It is important to define the best social media marketing strategy in China.

Read also: Other types of social networks in China.

questions ? Let me know in the comments.

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