Last Updated on June 27, 2025 
Jeffrey Hau
Does Your Business Perform Well On Xiaohongshu Marketing?
If your brand is planning to expand into China, chances are you’ve heard about Xiaohongshu marketing, and for good reason. Often called Little Red Book, Xiaohongshu is not just another social media app. It’s a trusted lifestyle community where millions of young Chinese consumers share honest product reviews, shopping tips, and daily inspiration.
But here’s the catch: not every business is naturally a good fit for Xiaohongshu marketing. The platform thrives on authenticity, user stories, and everyday lifestyle content, not pushy ads or hard-selling tactics. Some brands jump in too quickly, only to find that their product or message doesn’t resonate with this unique audience.
This article, Prizm NZ & AU will help you find out:
- Who uses Xiaohongshu and what they really want
- What types of businesses perform well here (and which don’t)
- Clear signs your brand is on the right track
- Common red flags and how to fix them
- What success looks like, and how to measure it
By the end, you’ll have a clearer sense of whether Xiaohongshu marketing is worth your time and budget, and what to do next if you’re not quite there yet.
Understanding What Xiaohongshu Users Really Want
Before diving headfirst into xiaohongshu marketing, it’s important to know who you’re trying to reach, and what makes them tick.
Xiaohongshu’s audience today is young, urban, and curious. Most users are women in their 20s and 30s, living in China’s bigger cities, with a keen eye for quality, trends, and authentic recommendations. They don’t just scroll mindlessly, they actively search, save, and compare. In fact, many treat Xiaohongshu like a lifestyle search engine: they look up product reviews, real user experiences, and how-to guides before deciding what to buy.
Here’s the catch: this audience values trust more than polished ads. Hard-sell slogans won’t work here. Instead, what works is genuine brand storytelling, user-generated content (UGC), and relatable visuals. The more a brand feels real and part of daily life, the better it performs.
Scenario:
Imagine two companies:
- Brand A: A clean beauty label that shares honest skincare routines, local influencer reviews, and customer stories.
- Brand B: A B2B machinery supplier reposting its product brochures and stock photos.
On Xiaohongshu, Brand A is far more likely to attract saves, comments, and organic shares. Brand B, meanwhile, will struggle because its content doesn’t match how people use the platform.
Key takeaway: Success in xiaohongshu marketing starts with seeing the platform through the eyes of your audience, young consumers who want helpful ideas, relatable stories, and real-life usage, not just another ad.
What Businesses Are Suitable for Xiaohongshu Marketing
Once you understand Xiaohongshu’s audience, the next step is clear: does your business naturally fit into what these users want to see and share?
Not every product or service is cut out for Xiaohongshu marketing, but brands with a strong lifestyle connection and visual appeal often perform best. Let’s break down some winning industries and why they thrive:
Beauty & Skincare
This is the heavyweight champion of Xiaohongshu content. Chinese consumers, especially young women, rely on the platform to discover new beauty trends, compare ingredients, watch skincare routines, and read honest reviews before they spend. If you sell clean beauty, natural skincare, or innovative cosmetics, your product can easily be shown in daily use videos, before-and-after photos, or tips for specific skin concerns. Many foreign brands gain traction here by partnering with local influencers (KOLs or KOCs) who share their personal experiences, building trust fast.
Fashion & Accessories
Outfit inspiration, “what’s in my bag” posts, and style hauls are some of the most saved and searched notes on Xiaohongshu. Whether you sell high-end handbags, statement jewelry, or trendy streetwear, you can show your products as part of real, everyday outfits. The key is to encourage authentic styling content, not just studio shots, so people feel your brand is part of their daily life. Even niche fashion labels can build loyal fans if they tell a relatable story and use local language well.
Health & Wellness
Wellness is booming in China’s urban young market. Users turn to Xiaohongshu for trusted advice on supplements, superfoods, fitness tips, and healthy routines. Brands that do well here share practical usage guides, user stories, or daily habit hacks, for example, how to add a protein powder into a post-workout smoothie, or how a vitamin supports a skincare routine. The more you show real-life benefit, the better your xiaohongshu marketing will perform.
Lifestyle Gadgets & Home Decor
This category shines because it’s so relatable. People love discovering clever gadgets that solve daily problems or small decor pieces that make a room feel cozy and fresh. Content like unboxing videos, “before and after” room makeovers, or honest mini-reviews attract tons of saves and shares. For example, a portable coffee frother or a smart aroma diffuser can go viral if presented as a cute daily upgrade.
Travel & Local Experiences
Originally, Xiaohongshu was famous for travel diaries and shopping guides abroad. Today, local travel, staycations, and hidden spots are huge search topics. Hotels, resorts, cafes, and tour services can attract attention by encouraging guests to share photo diaries and honest tips. Posts like “A perfect weekend at this lakeside villa” or “Must-visit brunch spot in Shanghai” are naturally shareable and help you rank in local search results.
Food & Beverage
Trendy snacks, unique drinks, and DIY recipes often gain traction when they spark curiosity. For example, a craft tea brand can show how to brew the perfect cup, or a healthy snack can appear in a day-in-the-life post. Even restaurant brands benefit by encouraging customers to share dining experiences. Food content works well because it’s visually satisfying and encourages word-of-mouth buzz.
What Ties These Industries Together?
They all have:
✅ High visual appeal
✅ A clear link to personal lifestyle or daily routine
✅ Potential for user-generated content and storytelling
✅ Strong word-of-mouth potential through saves, comments, and shares
Scenario:
Imagine a sustainable New Zealand skincare brand showcasing real customer routines and local influencer reviews, easy to trust and share. Now picture a large B2B export company posting catalog images of industrial pipes, no lifestyle hook, no daily use, hard to discuss. On Xiaohongshu, one will naturally build community buzz; the other will likely be ignored.
Key point: If your brand can inspire people to share how they use your product in daily life, your xiaohongshu marketing stands a good chance of success.
Common Signs Your Brand Performs Well
So, how do you know if your brand is truly ready for xiaohongshu marketing? Beyond just your industry, there are a few clear signs that show you’re on the right track to connect with Xiaohongshu’s unique community.
You Have a Clear Lifestyle Angle
Your products naturally fit into daily life, hobbies, or self-care. Whether it’s skincare, a fashion piece, a healthy snack, or a stylish gadget, people can easily show how they use it at home, at work, or while traveling. This “everyday usage” makes it easy for users to create content about your brand.
You Have Stories, Reviews, or UGC to Share
Brands that succeed on Xiaohongshu rarely rely on ads alone. They build trust with genuine user stories, influencer collaborations, and real reviews. If you already have happy customers sharing photos or videos, that’s a big plus, it means you have “seed content” ready to fuel your xiaohongshu marketing.
You’re Open to Authentic Influencer Partnerships
On Xiaohongshu, KOLs (Key Opinion Leaders) and KOCs (Key Opinion Consumers) play a big role in sparking word-of-mouth buzz. Successful brands don’t just pick the biggest celebrity; they work with smaller, niche influencers who genuinely love the product. If you’re willing to co-create real stories with trusted influencers, you’ll likely see better results.
You Can Handle Chinese Language and Customer Feedback
Good xiaohongshu marketing means replying to comments and DMs in a natural, local tone. If your team (or a trusted partner) can manage local content and customer support, you’ll build stronger community trust and higher engagement.
Scenario:
Let’s say you run a New Zealand natural beauty brand. You share videos of how your face oil fits into a morning routine. Local KOLs post honest reviews in Mandarin. Real customers comment with questions, and your team replies promptly, giving tips and building relationships. This is exactly how brands grow organic traction and rank higher in Xiaohongshu’s search results.
Red Flags: When Xiaohongshu Marketing May Not Work (Yet)
Even if your industry looks promising, some brands still struggle with xiaohongshu marketing because of avoidable pitfalls. Let’s highlight a few common red flags, and what they really mean for your business.
Your Product Has No Lifestyle Appeal
If your product is too technical, too niche, or has no clear connection to everyday life, it may be tough to spark interest. For example, industrial machinery, corporate consulting services, or heavy B2B products don’t naturally generate stories or visual content. Users simply have nothing to share or search for about it on Xiaohongshu.
You Lack a Clear Brand Story or Visuals
Xiaohongshu runs on storytelling and beautiful, real-life images. If your brand has no engaging backstory, no relatable origin, or no high-quality visuals, your posts may feel flat. Generic product photos or stiff marketing language often get ignored.
You Treat It Like a Hard-Sell Ad Channel
Some brands post generic ads or copy-paste other social content hoping for quick sales. But Xiaohongshu’s users hate aggressive selling. If your notes sound like direct sales pitches instead of helpful tips or relatable experiences, expect low engagement and poor note ranking.
You Don’t Have Local Support for Logistics or Service
Great xiaohongshu marketing builds trust, but you must back it up. If you can’t deliver on-time shipping, handle returns easily, or reply to customer comments in Chinese, trust breaks fast. Many foreign brands lose goodwill if buyers face slow delivery or unanswered questions.
Scenario:
Imagine a B2B machinery company dumps its entire product catalog as image posts on Xiaohongshu, with no real-life examples or user reviews. It expects big leads but gets zero comments and no saves. Why? Because it ignores how Xiaohongshu’s community works: no lifestyle angle, no storytelling, no conversation.
Key takeaway:
If you spot these red flags in your current approach, don’t panic, the good news is, most can be fixed. Next, let’s look at clear ways to adapt and get your xiaohongshu marketing back on track.
How To Improve: Actionable Steps To Boost Your Fit
Good news: even if your brand doesn’t tick every box yet, you can still adapt and make xiaohongshu marketing work for you. Here are practical steps to strengthen your fit and build real trust with Xiaohongshu users.
1. Refine Your Storytelling
Don’t just show your product, show how it fits into someone’s daily life. Highlight real use cases, share behind-the-scenes looks, and post helpful tips. For example, instead of just posting a photo of your supplement bottle, share a morning routine video explaining how to use it and what benefits to expect. This builds connection and encourages saves and shares.
2. Partner with the Right KOLs & KOCs
Work with local influencers who genuinely align with your brand. Micro KOLs and everyday KOCs often deliver more trust than big celebrities. They create authentic reviews and demonstrate your product in a real context. A small wellness brand can gain huge value by partnering with trusted niche influencers who already speak to your target audience.
3. Localize Your Content, No Direct Translations
Chinese consumers spot clumsy translations immediately. Invest in local copywriters or a China-specialist agency to craft posts in natural Mandarin. Use local slang, seasonal trends, and culturally relevant hooks. Also, reply to comments in a friendly, human tone, this boosts your xiaohongshu marketing engagement and search ranking.
4. Test Small, Learn Fast
Don’t launch huge campaigns right away. Start with a few notes, measure what content style gets the most saves and comments, and adapt from there. Tweak your visuals, tone, and posting times based on what your audience actually responds to.
Example:
Imagine a niche wellness tea brand from New Zealand. Instead of running one big ad, they partner with local KOCs who share short videos making tea at home. Each note includes clear brewing tips and shows the cozy vibe. Comments flood in asking where to buy, how to store the tea, and if it’s good for sleep. The brand replies quickly, building trust and boosting note ranking, all from a simple, small-scale test.
Key takeaway:
Authenticity + local flavor + small experiments = strong xiaohongshu marketing results. Build momentum step by step, and you’ll find your sweet spot with this unique community.
Measuring Performance: What Good Looks Like On Xiaohongshu
So you’ve refined your strategy, but how do you know if your xiaohongshu marketing is actually working? Unlike some Western social platforms, Xiaohongshu’s success signals are unique and community-driven. Here’s what you should really pay attention to:
Focus on Saves, Comments, and Shares, Not Just Views
Views are nice, but on Xiaohongshu, saves (收藏) are gold. A high save count means people found your post valuable enough to keep for future reference, a strong sign of purchase interest. Comments show that users trust you enough to ask questions or share their thoughts, building deeper engagement. Shares and forwards within chats also hint that people think your content is worth recommending to friends.
Tip: A post with 500 saves and 100 genuine comments is often more valuable than a post with 10,000 passive views.
Watch Your Note Ranking and Search Visibility
Xiaohongshu works like a search engine: people look for keywords and the algorithm pushes useful posts higher in the results. Good note ranking keeps your content discoverable for weeks or even months. Check which notes appear in top search results for your brand name, product type, or niche keywords. Consistently ranking high means your content aligns well with what people want.
Monitor Follower Growth, Quality Over Quantity
More followers are great, but engaged followers are better. Healthy xiaohongshu marketing means your follower base grows steadily and interacts with your notes. If you see more saves and comments per new follower, you’re doing something right. If followers spike but no one engages, revisit your content style.
Look at Conversion Signals Too
While Xiaohongshu is mainly for awareness and trust-building, it can nudge people to buy, either through your in-app store or by boosting traffic to your other sales channels. Track actions like clicks on your store link, sign-ups for free samples, or coupon redemptions. These show that your content is “planting grass” (种草) that leads to real purchases later.
Example:
A niche beauty brand posts a note about a new moisturizer. It only gets 2,000 views, but racks up 600 saves, 200 comments asking where to buy, and drives 50 clicks to the in-app shop. The brand also sees a bump in direct searches for its name. This is excellent Xiaohongshu performance: it shows trust, intent, and true word-of-mouth buzz.
Key takeaway:
For effective xiaohongshu marketing, don’t just chase viral numbers. Instead, focus on signals that prove you’re building real community trust: saves, helpful comments, top note ranking, and steady organic follower growth.
Conclusion: Be Honest, Then Be Ready
Xiaohongshu marketing can be a powerful tool for brands expanding into China, but it’s not a magic switch. The brands that succeed are the ones that honestly assess their fit, adapt to local culture, and build genuine trust through storytelling and community engagement.
If your product has a clear lifestyle connection, a relatable story, and you’re willing to speak your customers’ language (literally and culturally!), you’re already ahead of many competitors. If not, that’s okay, with the right tweaks and local support, you can reshape your strategy and find your sweet spot on Xiaohongshu.
At Prizm NZ & AU, we believe in helping Western brands navigate xiaohongshu marketing the right way: honest, authentic, and tailored for real results, not just vanity numbers.
Ready to find out if Xiaohongshu marketing is right for you?
Let’s chat about where you stand today and how to grow your brand’s reach in China’s most trusted lifestyle community.
