Brand Growth in China: Market Strategy Through RED

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End-to-End Content Campaigns

We are impact driven. The more the better.

Content

Creative / Production / Promotion

KOLs

Strategy / Contracting / Content / Livestream / Promotion with KOLs and KOCs

Advertising

Planning / Creative / Launch / Optimization

RED Influencers / KOLs / KOCs

RED proprietary KOLs / KOCs database

Dive into Xiaohongshu’s vibrant community with our exclusive access to a premium database of RED KOLs and KOCs.

Our curated network is your gateway to authentic, impactful collaborations that resonate deeply with your target audience. Elevate your brand’s visibility and credibility on one of China’s leading platforms. Experience tailored, dynamic partnerships that bring your brand story to life.

Let our unique RED KOLs and KOCs database be the cornerstone of your campaign’s success

Red influence on purchase

RED as a products & Brand showroom

Xiaohongshu (RED), with its 300 million registered users, is a vital platform for brands looking to penetrate China’s vast consumer market.

It merges social media dynamics with e-commerce functionality, offering a unique space where brands can vividly showcase their products through relatable content and user reviews.

This platform has become a go-to destination for 85% of its users who seek authentic product recommendations before making purchase decisions, highlighting its role in influencing consumer behavior

The perfect RED Campaign

Creative

Craft engaging, visually appealing content tailored to resonate with the RED/Xiaohongshu audience.

KOLs and KOCs

Partner with relevant KOLs and KOCs to amplify your message and connect authentically with their followers

Advertising

LeverageRED/Xiaohongshu’s advertising tools to target and reach the most relevant audience for your brand.

FAQ

Most frequent questions and answers

What makes RED specific in China?

Xiaohongshu (RED) differentiates itself as a hybrid platform that combines social networking with e-commerce, primarily focusing on lifestyle, beauty, fashion, and travel.

Unlike other platforms, RED is known for its community-driven content, where users share genuine product reviews, tutorials, and lifestyle posts. It caters to a demographic that values authenticity and peer recommendations, making it an influential platform in purchasing decisions.

How does RED compare to other social platforms in China?

Unlike Weibo’s microblogging or Douyin’s short-video formats, RED fosters in-depth content creation and personal storytelling, encouraging detailed reviews and lifestyle sharing. WeChat serves as a multifunctional app with a focus on messaging and moments, but RED excels in creating a niche community that revolves around lifestyle inspiration and product discovery. Its unique model has attracted over 300 million registered users, with a high engagement rate among young, urban, and predominantly female audiences.

How much does it cost to collaborate with a KOL on RED?

Collaborating with a KOL on RED can vary significantly depending on their follower count, engagement rate, and niche. Prices can range from a few thousand yuan for micro-influencers (10,000 to 100,000 followers) to hundreds of thousands or even millions of yuan for top-tier KOLs with millions of followers. For example, a mid-tier KOL with around 500,000 followers might charge between 30,000 to 50,000 yuan for a dedicated post.

How much does advertising on RED cost?

Advertising costs on RED depend on the campaign type and scale. Banner ads might start from around 50,000 yuan, while more integrated e-commerce solutions or sponsored content campaigns can run into the hundreds of thousands.

Costs are influenced by the campaign’s duration, targeted audience demographics, and the desired reach within the platform.

What is RED's target audience?

RED’s target audience primarily consists of young, urban females aged between 18 and 35, who are well-educated and have a higher disposable income.

They are keen on exploring and purchasing high-quality lifestyle products, beauty, and fashion items. This demographic accounts for a substantial portion of RED’s user base, with over 70% of its users falling within this age group, making it an attractive platform for brands targeting this consumer segment.