Xiaohongshu: A new pathway to China for international

With a massive neighborhood of use-motivated people always seeking new encounters and things, Xiaohongshu is a essential associate in marrying the Chinese buyer with international, occasionally challenging-to-get models — even if they are not offered in China nonetheless.

These was the scenario for Bulgarian novelty luxury model By Much. Even with not formerly acquiring an official presence in China, its shoulder luggage became well-liked among Chinese buyers, which the manufacturer identified was mostly thanks to term-of-mouth on Xiaohongshu.

“Xiaohongshu has always been a vivid display for people today showcasing their results and sharing their feelings about the earth, which frequently triggers new associations among emerging manufacturers and the Chinese consumer,” states Valentina Ignatova, co-founder and CMO at By Much.

Ignatova notes that “the a lot of vivid information creators on Xiaohongshu” aided By Considerably increase and establish model awareness even just before it entered China. Now, there are in excess of 10,000 natural posts on Xiaohongshu mentioning By Far, indicating a strong brand echo and recognition. Soon after its initial flagship retailer in Los Angeles, the model intends to open up its 2nd flagship retailer in Shanghai later on this calendar year.

“For makes with a strategic program toward the Chinese customer, Xiaohongshu, with its perception as a birthplace of supernova merchandise and services, is generally the greatest tool to convey their messages,” Ignatova says.

The power of word-of-mouth

The opinions from Chinese shoppers through natural and organic user-produced content material on Xiaohongshu can also surprise proven international brand names. Swiss watchmaker Longines found desire from Chinese buyers in just one of their specific solutions by using the platform, which led to the brand modifying its merchandise lineup in China.

The brand’s “Prima Luna” product launched extra than 10 a long time back but hardly ever seriously discovered its way into the mainland Chinese current market right until Xiaohongshu people produced it an “it” product or service. In 2019, a number of Chinese buyers acquired the Prima Luna in shopping places which includes Dubai, Hong Kong and Macau and shared images on the system.

Term-of-mouth unfold swiftly, and Chinese consumers started off searching for the item in other places, some even reaching out to Longines China to question why the Prima Luna could not be discovered in-retailer or on its formal Tmall flagship retail store. Longines rapidly introduced the product to the marketplace and initiated an interactive on-line marketing campaign for Xiaohongshu users at the conclusion of 2020. By that includes the Chinese actor, singer and Longline model ambassador Zhao Liying’s gifting recommendations video, the marketing campaign recorded a higher-than-common clickthrough fee.

Harnessing tendencies for the Chinese client

Xiaohongshu’s massive local community of buyers presents brands the possibility to exam new matters in the Chinese market place by the system, extending to trends like the metaverse. This describes why By Far was inclined to start its 1st NFT on Xiaohongshu. On 15 July, the model rolled out its limited-edition NFT venture to rejoice the approaching Qixi pageant — Chinese Valentine’s Day. The brand name unveiled exclusive virtual pendants that could be ordered from 27 July to 7 August and could be exhibited on Xiaohongshu’s digital room R-Space.

During its total journey, from examining rising client interest, to branding and advertising and marketing strategies, to harnessing the newest trends, Xiaohongshu has been accompanying By Much, demonstrating how the system is ready to provide a just one-stop option for Western and worldwide brand names attempting to crack the Chinese marketplace.

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Additional on this subject:

Small-sort video platforms are luxury’s new playground in China

Graphic acutely aware and extravagant: China’s new-gen mother and father

China’s additionally-dimension market: Huge business enterprise possibility?

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