Little Red Book Marketing

Engage more Chinese consumers Faster Efficiently Effectively

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Little Red Book Management
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Data Analysis
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At first, users focused on sharing their overseas shopping experience in the community. Later, in addition to cosmetics and personal care, information sharing about sports, tourism, home furnishings, travel, hotels and restaurants appeared in xiaohongshu, which touched on all aspects of consumption experience and lifestyle.

Xiaohongshu also called Little Red Book is a lifestyle platform for young people. The mission of xiaohongshu is “inspire lives to share and discover the wonderful world”. Users can record their life in the form of short videos and pictures, share their life styles, and form interaction based on their interests. As of October 2019, the number of active users of xiaohongshu month has exceeded 100 million, of which 70% are post-90s and continue to grow rapidly.

Through the sharing of text, pictures and video notes, users have recorded the positive energy and good life of young people in this era.

Little Red Book, also known as Xiaohongshu, is the Chinese equivalent of Instagram. It is the best platform to read product reviews, share outfits of the day, learn fashion tips, and discover high-end brands. Since Little Red Book reviews can directly affect sales, it is one of the most important social media channels for brand marketing.

Little Red Book primarily targets a specific user group: young, female shoppers living in top-tier cities. It has 100 million monthly active users (MAUs). 90% of users are female, and 46% of users are under 24 years old. In general, Little Red Book users are located in Tier 1 and Tier 2 cities and have high purchasing power. Little Red Book is heavily skewed towards premium brands. And content that includes popular overseas brands can generally achieve higher engagement.

Little Red Book plays an important role in the consumer buying process.

– Awareness: Little Red Book is a great channel to discover new brands.

– Interest & Desire: Little Red Book will continue to provide relevant content based on users’ browsing habits. It is a good channel to create multiple touch points with consumers. And normally before making a purchase, many users would open Little Red Book to read product reviews.