Little Red Book | Social Media China

August 12, 2019
China Marketing Social Media


Little Red Book|Social Media China

Look! If you are going to do business in China, you might need to spot on LITTLE RED BOOK as your social media marketing. There’re something you might not know….

China has over 800 million internet users nowadays and it is one of the most digitalized societies in the world. It is also a rapidly growing consumer market with more companies throughout the world looking for ways to develop their marketing, branding and communication that is relevant to Chinese consumers.

This is offering tremendous innovation opportunities and Little Red Book ( Xiaohongshu in Mandarin) is taking part in this trend. Chinese consumers are more willing to purchase online because of the convenience and the greater diversity of available items on e-commerce platforms.


1. An Ideal Platform for Young, Urban, Strong Purchasing Power Women

According to its official website, Little Red Book has acquired 200 million registered users in Jan 2019, while over 50% of users were under 30 years old, while more than 80%of them are female. And some of them belong to higher middle and middle classes, who live in the 1st tier and 2nd tier cities

With such a robust and highly converting audience base, it's ideal channel to target young, affluent female shoppers that have the intent and ability to consume branded products.

2. Highly Targeted and Converting Users Than Others e-Commerce Platforms

Little Red Book gathers savvy users who research and review their products extensively on the app. 8%of Little Red Book users make an order on the app after reading reviews, while its competitor T-mall only got 2.6%.

Most of Chinese People not only to talk or read about fashion and beauty tips but also to search for and purchase products. It has built its community with trusted source of advice and recommendations for Ready-to-buy customers.

3. An Inter active and Engaging Community

Apart from some similar functions as Facebook, such as create own content, “Save” posts, “Likes”/”Comments” etc., users can view on “Nearby” for the hot topics according to their location, while “Follow” shows latest posts from subscribed accounts. Little Red Book also offers an “Explore” feature based on users’ browsing interested and sort out unwanted information. Brands’ awareness and reputation can be quickly built up and expanded here as these engaging features has successfully reinforced this feeling of trust, safety and belonging to a community of like-minded friends.

4. Word-of-Mouth Effect with KOLs Marketing

The unique UGC (user-generated content) circle is made up by well-known influencers with massive followings, whenever the stars sharing their latest shopping picks and lifestyle hacks there every day. Take an example of Master Lipstick 口紅哥 (Austin Li), tries on luxury brands’ lipsticks e.g. Gucci,  M.A.C, has accumulated 3,169,800 followers and his comments are constantly shared by his followers/ viewers.

With the reviews tend was spread out by other and other users, it creates a viral effect for the products which significantly raises brand awareness and helps to generate customer leads.

Closing the shopping loop,Little Red Book provides brands with full logistics, customer services and marketing support including data insights and in-app advertisements, which allows users to purchase the products directly from merchants after reading reviews to ensure the quality of its merchandise.