Last Updated on June 17, 2025 
Jeffrey Hau
What Is Xiaohongshu and Why Are Brands Using It To Enter China Market?
If you’re a business owner or brand decision-maker looking to expand into China, chances are you’ve heard of WeChat, Weibo, maybe even Douyin. But what about Xiaohongshu?
Known locally as “小红书” (Little Red Book / Red Note), Xiaohongshu has quietly become one of the most powerful platforms for lifestyle discovery and consumer influence in China. It’s not just another social app, it’s where Chinese consumers go to discover, evaluate, and buy. More importantly, it’s where brands are being built before they hit shelves.
Let’s explore why Xiaohongshu is becoming the go-to entry point for international brands eyeing China’s lucrative market, and how it plays a critical role in your Xiaohongshu marketing strategy for successful China market entry.
Xiaohongshu: More Than Just a Social App
Xiaohongshu (also known as RED) started in 2013 as a shopping guide for Chinese tourists abroad. Fast forward to today, it’s a content-first, commerce-enabled social platform with over 225 million monthly active users.
But here’s what makes it special: instead of pushing ads, Xiaohongshu thrives on authentic, user-generated content. Users (mostly young women) post “Notes”, image carousels, videos, and personal write-ups, about their experiences with products, travel, fashion, and food. These notes are searchable, engaging, and highly influential.
Unlike platforms that push polished, high-budget brand messages, Xiaohongshu operates like a friend giving you recommendations. And that makes all the difference in a market built on trust, which is exactly what you need for a sustainable China market entry plan.
Who Uses Xiaohongshu, And Why It Matters to You
Understanding the audience is crucial before choosing any Xiaohongshu marketing strategy. Xiaohongshu’s user base is:
- 70–80% female
- Mostly Gen Z and Millennials (under 30)
- Primarily located in Tier 1 and Tier 2 cities
- Affluent, trend-conscious, and lifestyle-driven
These are the exact demographics driving China’s consumer growth. They’re not just buying products; they’re looking for brands that reflect their lifestyle, values, and aspirations.
Even more powerful? Many users treat Xiaohongshu like a search engine for products. Instead of Googling “best sunscreen for sensitive skin,” they’ll search it on RED and read through dozens of real user experiences.
If your product isn’t showing up there, you’re invisible to this market, and your China market entry efforts may miss the mark.
Why Brands Are Entering China via Xiaohongshu (Deeper Dive)
Xiaohongshu isn’t just a place to advertise, it’s a strategic Xiaohongshu marketing channel where discovery, validation, and loyalty happen long before a sale.
Let’s unpack why more international brands are choosing RED as their first touchpoint in China.
Trust First, Ads Later: Winning Consumer Confidence Organically
In China, consumer skepticism toward paid ads is high. Shoppers have grown wary of polished promotions that lack real-world proof. Xiaohongshu solves this by acting as a peer-review ecosystem. It’s where real users share honest reviews, tutorials, and unfiltered experiences.
This builds trust, the currency of brand growth in China.
For example, instead of launching with a splashy campaign, a skincare brand might send samples to 50 micro-influencers and let them post freely. Their real opinions, including packaging, smell, texture, and even skin results, paint a far more convincing picture than a polished billboard.
If you’re new to the market, user advocacy means more than paid reach. On RED, people trust people more than they trust brands, and that trust gets you noticed.
“Grass Planting”, How Organic Discovery Becomes a Purchase Funnel
In Western markets, awareness often comes through ads. On Xiaohongshu, awareness comes from relevance.
The platform’s search-first culture means people type in things like:
- “best lipsticks for yellow skin tone”
- “travel outfit ideas for Shanghai”
- “anti-bloating tea that works”
If your product has been talked about, reviewed, or shown in content, your brand gets surfaced in these searches. This moment of discovery is what users call “planting grass” (种草): the desire is planted, and curiosity turns into intent.
Here’s what that looks like in practice:
- A user stumbles on a note showing someone’s “what’s in my bag” post.
- She sees a new bag brand she’s never heard of.
- She saves the post.
- Later, she searches for more reviews on RED.
- She asks others in the comments if it ships to China.
- One week later, she orders it via cross-border delivery.
That’s a trust-fueled conversion path, all initiated by Xiaohongshu marketing, not traditional ads.
Community Over Commerce: A Social Platform That Sells Without Selling
Xiaohongshu wasn’t built to sell first, it was built for people to share what they love.
This means your brand gets discovered in natural, lifestyle-driven contexts:
- A beauty creator showing their daily routine
- A student sharing what shoes lasted during rainy season
- A new mom posting her baby-safe skincare picks
The product isn’t the hero, the person is. And that’s key.
If your brand appears in these moments, trusted, relatable, unforced, you’re not just “seen,” you’re accepted. That acceptance is what leads to loyal followings.
This content-first, commerce-second approach gives you a long-term asset: not just conversions, but advocates. It’s the foundation of smart Xiaohongshu marketing.
Low-Risk, High-Insight Market Testing
Entering China can feel daunting: you’re dealing with a new culture, consumer behaviors, regulations, and platforms.
Here’s the beauty of Xiaohongshu, you don’t need a physical store, massive ad budget, or even full localization to start testing.
What you can do instead:
- Create a verified brand account
- Post a few well-localized product stories
- Seed content with 10–20 micro-influencers
- Watch what gains traction
- Listen to user comments (they’ll tell you what they want more of)
This approach allows brands to validate market fit, price sensitivity, packaging appeal, and messaging tone, all before investing heavily.
It’s like doing a soft launch with real customers before scaling up.
Take for instance a boutique perfume brand from Europe. They noticed Chinese consumers were organically sharing their products on RED. Without a local office, they opened a RED store, reposted customer content, and started answering DMs in Chinese. Within 3 months, they had orders and followers, and a clearer idea of who their China audience actually was.
Influencer Momentum That Feeds Itself
Unlike other platforms where big names dominate, Xiaohongshu’s ecosystem thrives on KOCs (Key Opinion Consumers), users with small followings but big credibility.
When these users share a positive experience, it often triggers a ripple effect:
- Other users comment or save the post
- Some create their own version (“I tried this too!”)
The algorithm picks up the trend and surfaces more of it
This user-led momentum is why small brands can punch above their weight on RED, and go viral without heavy ad spend.
Once your brand becomes “discoverable,” others may naturally join the conversation. But it starts with strategic seeding, community respect, and localized storytelling, all pillars of effective Xiaohongshu marketing.
How Brands Are Using Xiaohongshu to Win
Let’s look at how real-world brands are successfully executing their Xiaohongshu marketing strategies as part of their broader China market entry.
Build an Official Presence
Start by registering a verified brand account. From there, you can post content, engage users, and even set up a native RED Mall store. For cross-border brands, this allows you to reach Chinese consumers before you even have a warehouse or local retail presence.
Case Study:
Mānawa Bay, New Zealand’s first premium outlet shopping mall, worked with Prizm Digital to launch its Xiaohongshu marketing presence. By establishing an official RED account and curating high-quality content, the mall showcased exclusive brands and offers in a format Chinese users engage with daily. This foundational presence was key to connecting with the Chinese community and building momentum in its China-facing strategy.
Create Localized, Useful Content
In Xiaohongshu marketing, content that reflects local culture and consumer habits performs best. High-performing content is:
- Personal (behind-the-scenes, tutorials, real stories)
- Aesthetic (visually appealing, mobile-first)
- Culturally relevant (celebrating local holidays or values)
Case Study:
Leapmotor, an electric vehicle brand, adapted its messaging to better speak to Chinese families living in New Zealand. With the help of localized RED content, showcasing interior space, safety features, and everyday practicality, Leapmotor boosted its relevance and awareness. This kind of content strategy isn’t just smart branding; it’s a low-risk first step toward China market entry.
Partner with KOCs and KOLs
Influencer marketing is the heart of many successful Xiaohongshu marketing strategies. But it’s not just about celebrity endorsements, in fact, KOCs (Key Opinion Consumers) often drive more trust than high-profile KOLs.
Typical tactics include:
- Sending samples to micro-influencers
- Collaborating on product storytelling
- Building buzz through coordinated campaigns
Case Study:
JD Sports tapped into RED’s influencer ecosystem during its mid-year sale campaign. By partnering with both KOLs and KOCs, the brand built visibility while maintaining authenticity. The result? High engagement and improved brand sentiment, both critical in early-stage China market entry efforts.
Leverage UGC (User-Generated Content)
Some of the most effective content on RED comes not from brands or influencers, but from users themselves. Encouraging UGC through giveaways, community reposts, and active engagement can create exponential reach.
Case Study:
Ubras, a homegrown Chinese loungewear brand, capitalized on user-created content that highlighted comfort, fit, and everyday wear. Their ongoing interaction with users on RED led to sustained visibility and loyalty. For new entrants into the Chinese market, this kind of UGC loop can become a core asset in Xiaohongshu marketing, offering authentic endorsements at scale.
The Strategic Value for Market Entry
Xiaohongshu isn’t just a branding channel. It plays a much broader role in your China market entry game plan.
Here’s why:
- Market testing: Soft-launch your product with minimal investment and gather real feedback
- Search visibility: RED functions as a lifestyle search engine, if you’re not there, you’re missing discovery moments
- Cultural insights: Comments, likes, and reposts tell you what resonates with your audience
- Cross-platform buzz: RED-driven awareness often spills over to platforms like Tmall, WeChat, and even offline retail
Think of your Xiaohongshu marketing as the first layer of trust you build before expanding operations.
Challenges to Be Aware Of
Before going all-in on Xiaohongshu marketing, you should be aware of a few operational realities:
High Content Demands
Success on RED requires a consistent, high-quality publishing rhythm. That means frequent posts, local language fluency, and culturally resonant visuals, often handled best by a local marketing partner.
Limited Fit for Certain Brands
Xiaohongshu is ideal for lifestyle, beauty, wellness, fashion, and food. B2B and male-skewing brands may struggle with reach.
ROI Measurement Is Complex
RED builds brand equity more than immediate conversion. In early China market entry, prioritize visibility, saves, shares, and sentiment, not just clicks or sales.
Cultural Nuance Matters
Localization is not optional. Bad translations or tone-deaf messages can damage your brand. Every part of your Xiaohongshu marketing must respect local customs, language, and expectations.
How to Get Started the Right Way
If you’re ready to launch your Xiaohongshu marketing campaign as a gateway into the Chinese market, here’s a smart rollout plan:
- Create a verified RED account
- Develop a 30–90 day content calendar, include storytelling, tutorials, and lifestyle moments
- Identify & collaborate with 5–10 micro-KOCs
- Track saves, shares, and user comments for feedback loops
- Reply to every comment, engagement matters
- Adjust based on user behavior, what they say is your market research
This phased approach reduces risk while giving you a real foothold in the market.
Should Your Brand Be on Xiaohongshu?
Yes, if:
- Your product is visual, lifestyle-relevant, and easy to explain
- Your audience includes Gen Z, millennials, or urban women
- You want a low-barrier entry to China’s digital landscape
- You’re ready to commit to content, not just ads
Maybe not, if:
- You sell B2B, industrial, or niche products with no visual appeal
- You lack internal or agency support for localized execution
- Your brand’s tone or offer doesn’t align with Chinese lifestyle audiences
But for most consumer-focused businesses, Xiaohongshu marketing isn’t just an option, it’s becoming a requirement for successful China market entry.
If you’re not on RED, you’re invisible to the people shaping China’s next wave of consumption.
Final Thoughts: From Curiosity to Credibility
Your brand’s journey into China doesn’t have to start with a splashy launch. It can start with a post. A comment. A story.
That’s the power of Xiaohongshu marketing: it builds trust before transaction, and curiosity before conversion. For brands exploring China market entry, there’s no better proving ground.
Need Help With Your Xiaohongshu Strategy?
At Prizm Group NZ & AUS, we’ve helped global brands launch, localize, and scale on Xiaohongshu Marketing. From influencer partnerships to in-house content creation, we help you get RED-ready the right way.
Curious what your RED presence could look like?
Check out our client stories, your China chapter could start with us.
