China Brand Strategy: How to Win in 2025

September 5, 2025

China brand strategy is changing fast. Legacy branding and global fame are no longer enough. A new report by Alibaba and Peking University’s Consumer Brand Index (CBI) analyzes the behavior of nearly 1 billion Chinese consumers. The data reveals five key shifts that brands must act on to stay relevant in 2025 and beyond.

1. Product Performance Wins Trust

Chinese consumers want evidence.

  • Clinical results now matter more than marketing slogans.

  • SkinCeuticals gained market share by publishing dermatologist-backed content and using real product data.

  • It ranked 82nd in the index without relying on celebrity endorsements.

    Action: Share measurable product outcomes. Use expert voices and transparent testing to build trust.

2. Local Brands Are Catching Up Fast

Local players are using speed and insight to win.

  • In pet care, six of the top seven brands are domestic.

  • Pop Mart grew rapidly by letting consumers shape their own identity through the product experience.

    Action: Shorten your product development cycle. Adapt fast to local needs and behaviors.

3. Niche Beats Mass Appeal

Growth is coming from focus, not scale.

  • Laopu Gold reached the top 20 by focusing on ancient Chinese craftsmanship.

  • The brand operates few stores and avoids mass exposure.

    Action: Pick a niche. Build depth, not breadth. Elevate cultural or functional value instead of scaling wide.

4. International Brands Must Localize

Global reputation helps, but it no longer leads.

  • Apple still performs well, but brands like Huawei and Xiaomi are gaining quickly.

  • Chinese shoppers want quality, but they also expect localized innovation.

    Action: Tailor product features, content, and services for Chinese preferences. Don’t recycle global campaigns.

5. Tier-2 Cities Are Now the Growth Engine

Cities like Zhengzhou, Chongqing, and Hefei are outpacing Tier-1 metros.

  • These consumers expect the same variety and quality but prefer regional marketing and community-driven content.

    Action: Invest in local logistics, region-specific campaigns, and city-level insights.

What You Should Do Now

  • Prove value with measurable results

  • Localize everything: product, pricing, content

  • Focus on narrow markets with clear needs

  • Prioritize Tier-2 cities with tailored outreach

  • Treat China as a core market for innovation

China brand strategy in 2025 requires agility, insight, and local relevance. Need support adapting your brand for China’s new reality? Contact us to get started.

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The Rise of Soft-Selling Livestreams on RedNote

August 15, 2025

Introduction

In China’s fast-paced livestream commerce world, the days of loud, hard-sell broadcasts may be numbered. A new wave of soft-selling livestreams is emerging on RedNote, led by Gen Z and Post-00s creators who are reshaping how products are showcased. Instead of shouting “buy now” slogans, these influencers focus on authenticity, transparency, and real conversations with their audience — and it’s paying off.

What Is Soft-Selling in Livestreaming?

Soft-selling livestreaming replaces high-pressure tactics with honest product discussions, personal insights, and two-way engagement. Influencers highlight both pros and cons, share personal experiences, and often discourage impulse buying — which paradoxically increases audience trust and drives sales.

A standout example is Lydiaaa, a former Peking University scholar, whose livestreams combine product demonstrations with scientific testing and candid reviews. In one 13-hour session, she told viewers not to rush into purchases, repeating the caution dozens of times. The result? Over ¥22 million ($3 million) in sales.

Why It Works on RedNote

RedNote’s algorithm favors content that drives genuine engagement and builds trust. Unlike platforms where aggressive discounting is the main driver, RedNote surfaces high-quality, storytelling-driven content to new audiences through its recommendation engine.

Key factors behind the trend’s success:

  • Trust as Currency: Transparency earns long-term loyalty.

  • Content Over Followers: High-quality storytelling reaches beyond existing followers.

  • Cultural Relevance: Gen Z streamers understand the language, humor, and aesthetic that resonate with their peers.

Impact on Brands

For brands targeting younger Chinese consumers, soft-selling livestreams on RedNote offer both a sales channel and a brand-building opportunity:

  • Lower Entry Barriers: Many soft-selling hosts charge less than mega-streamers.

  • New Audience Reach: Up to 70% of buyers may be first-time viewers.

  • Brand Affinity: The format builds an emotional connection that lasts beyond a single purchase.

How Brands Can Leverage Soft-Selling Livestreams

  1. Partner with the Right Hosts – Look for influencers with engaged communities, even if follower counts are modest.

  2. Allow Creative Freedom – Avoid over-scripted talking points; authenticity is key.

  3. Integrate Storytelling – Tie your product into relatable, everyday scenarios.

  4. Think Long-Term – Consistency matters more than a one-off sales push.

The Takeaway

Soft-selling livestreaming on RedNote isn’t just a passing fad — it’s a sign of where China’s e-commerce is headed. In an era when consumer trust is harder to earn, the brands that embrace authenticity and human-centered storytelling will have the edge.

Want to explore how soft-selling livestreams on RedNote can work for your brand? Our team specializes in creating authentic, high-impact campaigns that resonate with Chinese consumers and drive long-term results. Contact us today to discuss your goals and discover how we can help your brand build trust, engage audiences, and boost sales in China.

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From AI to O2O: 7 Key Media Trends in China

June 27, 2025

As the digital media ecosystem in China continues to evolve at an unprecedented pace, understanding emerging trends is crucial for brands looking to thrive in this competitive market. Starcom, the media arm of Publicis Groupe, recently released its latest report, “Increased Integration and Depth in China Media Market”, identifying seven pivotal trends that are redefining consumer behavior, content distribution, and brand strategy across platforms. Here’s a breakdown of the most important insights and how brands can prepare.

 

1. Cross-Platform Integration: Breaking the Walls Down

China’s once siloed internet ecosystem is transforming into a landscape of collaboration. In 2025, we’re witnessing platforms like Tencent and Alibaba opening up to one another: Tencent Games content appears on Douyin, Taobao accepts WeChat Pay, and JD.com integrates Alipay.

For brands, this “horizontal integration” means smoother customer journeys and opportunities to execute truly omnichannel strategies. Cross-platform compatibility also improves user experience, leading to better engagement and conversion rates.

 

2. AI-Powered Search and Intelligent Interactions

Search is no longer just about users looking for information. With generative AI entering the scene, proactive content delivery and conversational search are reshaping digital marketing. The search engine market in China is expected to surpass RMB 300 billion by 2029, with mobile-based search playing a major role.

Brands must rethink their search marketing by aligning keywords, content, and SEO strategy with evolving AI-driven behaviors across Baidu, Douyin, Xiaohongshu, and other platforms.

 

3. Online and Offline Synergy: The New O2O Loop

Marketers are rediscovering the power of offline media, especially when amplified by digital interactivity. In 2025, 28.3% of advertisers are increasing their offline ad spend. Campaigns like Xiaohongshu’s user-generated content (UGC) billboards and McDonald’s programmatic subway ads show how to turn physical placements into interactive, trackable experiences.

Successful brands are integrating data capture tools, experience design, and social buzz triggers into their O2O campaigns to drive conversion.

4. Social-Powered Closed-Loop Commerce

Social media platforms are becoming e-commerce ecosystems. Xiaohongshu leads the way with interest-based group chats, offering exclusive promotions, live previews, and direct links to virtual stores. The results are impressive: 2.5x higher repurchase rates and 300x better conversion rates in private domains.

Brands must build community-focused strategies and activate users through content that fuels interaction and loyalty.

 

5. Value-Driven E-Commerce Over Price Wars

As consumer preferences shift from discounts to experience, platforms like Taobao and JD.com are focusing on enhancing logistics, customer service, and product quality. Features like Taobao’s hourly purchase service and JD.com’s “24-hour delivery in counties and towns” reflect this evolution.

To remain competitive, brands should deliver value through exclusive products, flexible services, and premium experiences instead of relying solely on low prices.

 

6. Diverse Content Channels: From Podcasts to Micro-Dramas

China’s content landscape is rapidly diversifying. Podcasts now reach over 220 million users, with 71.6% influenced to make purchases. Meanwhile, micro-drama users account for more than half of the internet population, with the market expected to grow 35% year-on-year to reach RMB 50.44 billion.

Brands need to leverage these formats to tell compelling stories, connect with niche audiences, and reinforce product relevance in immersive, culturally attuned ways.

7. AI’s Expanding Role Across the Funnel

AI is no longer a backend tool; it’s front and center. From predictive CRM and personalized content generation to dynamic bidding and campaign automation, AI is transforming the entire marketing stack. China is also exploring frontier technologies like brain-computer interface advertising.

Brands must embrace AI to improve media planning, content production, customer segmentation, and real-time campaign optimization.

 

Conclusion: Be Adaptive, Be Integrated, Be Smart

In today’s media landscape, success is no longer about mastering one channel or trend. It’s about understanding how technology, platforms, and content work together to shape consumer expectations.

By staying ahead of these seven trends, brands can craft adaptive, AI-enhanced, and experience-driven strategies that resonate in the ever-shifting Chinese digital ecosystem.

Need help navigating China’s evolving media landscape? Contact our team to explore how we can localize your strategy, enhance your platform presence, and drive smarter, performance-driven campaigns tailored to the China market.

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AI Tools, Smarter Discounts & Winning Plays: 618 Strategies for Beauty Brands

June 13, 2025

The 2025 618 Shopping Festival has revealed not just the strength of China’s e-commerce, but a strategic shift powered by AI, refined platform tactics, and tighter content-commerce integration—especially for the beauty sector.

AI Takes Center Stage

AI quietly became the engine of this year’s festival. Platforms like Taobao and Tmall deployed advanced tools such as Quanzhantui, which assisted 1.4 million merchants in campaign performance optimization. Their new “Image-to-Video” feature alone generated over 1.5 million videos in the run-up to 618, allowing beauty brands to scale production with unmatched speed and consistency.

In May, over 100 million pieces of AI-generated content were created by Alibaba platforms, helping brands reduce costs and maintain high engagement velocity.

Rule Changes and Real Impact

This year, Taobao and Tmall simplified their promotional mechanisms by eliminating complicated cross-store discounting. Instead, a universal 15% discount and category-specific vouchers created greater transparency and increased conversion rates.

The simplified pricing approach also helped:

  • Increase basket size
  • Lower cart abandonment
  • Improve campaign forecasting and marketing ROI

Still, users could stack up to 4+ coupons, leading to ongoing complexity and risks of exploitation via returns.

Return of International Beauty Brands

International giants reclaimed dominance during 618:

  • L’Oréal, Estée Lauder, Lancôme, and SkinCeuticals surpassed 100M RMB in sales within 30 minutes.
  • Local brand Proya was the only domestic contender in the same range.

Why? Cleaner inventories, global price-matching, exclusive discounts, and better member engagement strategies re-energized consumer trust.

Platform Differentiation Defines Strategy

Each platform reinforced its unique edge:

  • Tmall/Taobao remain brand-building powerhouses (45.1% market share, +8.5% YoY growth).
  • JD.com leaned into sustainable luxury with its “Green Impact Initiative.”
  • Douyin capitalized on algorithmic DTC performance.
  • Xiaohongshu (RedNote) emerged as the go-to discovery engine for functional skincare.

Content-Commerce Convergence

Cross-platform integrations like Tmall × Xiaohongshu’s “Red Cat Plan” created seamless discovery-to-checkout flows. Brands embedding Tmall links into RED posts saw a 27% lift in click-through-to-conversion.

Livestreaming’s Evolving Role

While year-round livestreaming is now common, 618 remains a high-intensity branding moment. Brands leverage the event for:

  • Launching new SKUs
  • Testing pricing elasticity
  • Generating strategic insights ahead of Double 11

Premium brands are more cautious with discounts, using livestreams strategically rather than constantly.

What This Means for Beauty Brands

618 is no longer just a discount-driven spike—it’s a mid-year strategy checkpoint. Success now depends on a refined mix of:

  • AI-powered content production
  • Platform-specific strategies
  • Transparent promotions
  • Commerce embedded in community

Want to future-proof your brand’s 618 strategy or improve your China e-commerce game with AI and integrated platform tactics? Contact us today to craft a data-backed, conversion-focused strategy tailored to your needs.

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9 Proven Strategies for Foreign Brands to Succeed on RedNote

May 16, 2025

RedNote (Xiaohongshu) has become a crucial platform for lifestyle-focused social commerce in China. With a strong base of Gen Z and millennial users, RedNote offers foreign brands a powerful entry point—if content is executed well.

Examples of Galeries Lafayette’s official RedNote (Xiaohongshu) account content, including branded posts, influencer videos, product promotions, and CNY marketing campaigns

Here are 9 proven strategies that help brands stand out, gain traction, and convert consumers on RedNote.

1. Choosing the Right Visual Elements

High-quality visuals are essential to gain attention on RedNote, especially on a platform rooted in shopping discovery. Authentic product photos—especially those that look like they’re taken by users—outperform overly commercial images.

Your cover image heavily influences click-through rates, and user-generated-style visuals tend to generate better engagement and higher conversions.

2. Localize Your Content

Translation alone won’t help your brand stand out. With over 56% of brands on RedNote being local, cultural alignment is key.

Foreign brands need to adapt messaging and visuals to Chinese tastes, participate in local events, and ensure language is in simplified Chinese with relevant slang and expressions. Professional translation is highly recommended over free tools.

3. Implement a Solid Influencer Marketing Strategy

Influencers remain central to social commerce in China. However, the shift is moving toward KOCs (Key Opinion Consumers) and Micro-KOLs, who offer more authentic and relatable content.

Use platforms like:

  • Pugongying – RedNote’s official KOL marketplace
  • Qiangua – A third-party tool offering in-depth analytics and price estimates

These tools help identify the right influencer partnerships based on engagement, niche, and audience fit.

4. Launch a Brand Promotion Through Ads

While organic content drives trust, paid content helps reach niche audiences. RedNote offers formats such as:

  • Paid KOL collaborations
  • In-feed/native ads
  • Search ads (placing your brand in top search results for relevant keywords)

Combining organic and paid tactics is essential for visibility and conversion.

5. Optimize for RedNote’s Social Search Function

RedNote users now skip traditional search engines and look directly within the app for product recommendations.

To appear in these results, your content must be keyword-optimized—using trending search terms in titles, captions, and hashtags. Conduct research on term popularity and search volume within your niche.

6. Long vs. Short Content

Brand accounts generally perform better with longer, keyword-rich content (about 500 characters), while individual influencers might gain engagement with just emojis.

Use a blend of rich descriptions and emojis for better readability and stronger reach through RedNote’s search algorithm.

7. Generate Traffic Through Lucky Draws

RedNote offers a built-in feature for lucky draws, where users follow, like, or bookmark to enter.

These campaigns attract initial attention—even from freebie seekers—but can go viral and lead to brand discovery by more qualified leads. Sephora is one success case, generating 1,000+ engagements with a lucky draw.

8. Utilize RedNote’s Live-streaming Features

Live commerce is rising fast on RedNote. Though platforms like Taobao and Douyin lead the category, RedNote is gaining momentum, particularly in beauty, food, and maternal product categories.

During the Spring Festival, the platform hit 198M RMB in sales via livestreams, with users valuing both interactivity and authenticity in real-time product showcases.

9. Participate in E-Commerce Shopping Festivals

Leverage China’s e-commerce calendar—especially events like:

  • Lunar New Year
  • National Day
  • Women’s Day (key on RedNote due to its largely female base)
  • RED Friday – RedNote’s version of Black Friday, from late November through early December

Participation in these events can significantly boost visibility and sales when paired with strategic promotions.

Final Takeaway

RedNote is more than a content-sharing platform—it’s a full social commerce ecosystem. For foreign brands, understanding and leveraging these 9 strategies is critical to building relevance and success in China’s competitive digital space.

Want to localize your RedNote strategy with confidence? Contact us today to build a plan that drives content, community, and commerce.

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6 Keyword Categories Every Brand Needs for Xiaohongshu Success

April 24, 2025

Understanding Xiaohongshu’s dual-track content distribution—discovery and search—is crucial for any brand looking to optimize its keyword strategy. On the “Discovery” page, the algorithm matches content quality with user interests, casting a wide net for potential reach. Meanwhile, the “Search” page is where users enter specific keywords—direct signals of intent—allowing for precise targeting.

These two ecosystems are closely linked. If your note achieves high click-through rates from search, Xiaohongshu’s system will then recommend it to more similar users, creating a “search exposure → interaction → discovery recommendation” flywheel effect. This explains why a post with little initial traction can suddenly explode months later: as your keyword strategy steadily surfaces content to new audiences, accumulating clicks will eventually trigger the algorithm’s next-level recommendations.

Many brands rely solely on brand, category, or pain-point keywords—but this isn’t enough. Effective keyword planning starts with understanding the user’s decision process.Below, we break down the six must-use keyword categories every brand should incorporate into their Xiaohongshu strategy with actionable content tips for each.

1. Category Keywords – Sparking Initial Interest

These are broad terms like “electric toothbrush” or “hydrating essence.” Users searching these are just beginning to explore a solution.

Content Tip: Create product comparison guides, “how to choose” lists, and expert overviews to position your brand as an authority from the start.

2. Pain-Point Keywords – Targeting Strong Motivation

Keywords such as “yellow teeth,” “blackheads,” or “cakey foundation” reveal urgent, specific problems.

Content Tip: Use before-and-after tutorials, real-user stories, or quick-fix hacks that put the problem and your product’s solution front and center.

3. Scenario Keywords – Contextualizing Your Value

Searches like “travel-friendly,” “workout-proof makeup,” or “summer skincare” show users are thinking about practical usage scenarios.

Content Tip: Highlight your product in situational lists (“Best gym bag essentials,” “Must-haves for business travel”), matching benefits to real-life moments.

4. Competitor Keywords – Winning the Final Decision

Terms like “Usmile vs. Philips” or “best foundation for oily skin” indicate a user is comparing options and ready to buy.

Content Tip: Publish side-by-side comparison tables, influencer “battle” reviews, or test results that clearly show your strengths over competitors.

5. Demographic Keywords – Precision Targeting by User Group

Tags like “student budget skincare,” “sensitive skin routine,” or “petite fashion finds” let you target niche audiences in a crowded market.

Content Tip: Develop campaigns for specific groups (e.g., “Dorm room beauty hacks for students”) using relatable settings and tailored product combos.

6. Long-Tail Keywords – Unlocking Niche Demand

These hyper-specific phrases (“orthodontic toothbrush for teens,” “pregnancy-safe face masks”) may have lower search volume, but much higher conversion rates.

Content Tip: Create deep-dive content for each long-tail keyword—listicles, guides, or solution stories—to capture these motivated, under-served segments.

Want help optimizing your Xiaohongshu keyword strategy? Contact us for tailored, expert support that drives results.

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WeChat: China’s Most Sustainable E-commerce Platform

March 20, 2025

For foreign brands entering the Chinese market, discussions around digital marketing often focus on the latest trending platforms like Douyin and Xiaohongshu (RED). While these channels generate significant buzz, WeChat remains the most critical and enduring digital platform in China.

Despite not always being in the spotlight, WeChat continues to be the country’s most widely used app and an indispensable tool for brands aiming to build lasting relationships with consumers. Unlike major e-commerce marketplaces such as Tmall and JD, which demand high advertising spend and platform commissions, WeChat provides brands with a lower-cost alternative for customer acquisition, direct engagement, and complete ownership of consumer data.

WeChat: More Than Just a Messaging App

Originally launched as a messaging app, WeChat has transformed into an all-encompassing digital ecosystem, offering brands multiple avenues to engage consumers:

  • Official Accounts – A powerful tool that functions like a combination of a website, blog, and email marketing system, enabling brands to share content, interact with users, and build a loyal community.
  • Mini Programs – Embedded apps within WeChat that provide seamless e-commerce, customer service, and loyalty features without requiring users to leave the platform.
  • WeChat Pay – An essential mobile payment system that dominates China’s cashless economy.
  • WeChat Channels – A short video and livestreaming feature that competes with Douyin and Kuaishou, offering brands an opportunity to engage users organically.
  • WeChat Groups – Exclusive communities where brands can foster deeper engagement and collect valuable consumer insights.

This extensive ecosystem enables users to consume content, interact with brands, and complete purchases all within a single platform, making WeChat an indispensable tool for digital commerce in China.

WeChat as a Digital Storefront for Brands

Unlike in Western markets, where consumers typically turn to Google or a company’s website for brand information, Chinese consumers often search directly on WeChat. This makes WeChat the go-to platform for discovering brands, learning about products, and engaging with customer service.

For many businesses, WeChat effectively replaces the need for a traditional website. However, many foreign brands underutilize their WeChat presence, with outdated content, inactive accounts, and broken links reducing engagement. Keeping a WeChat Official Account updated and interactive is as important as maintaining a website in other markets.

A Fully Owned Channel for Brands

One of the biggest challenges for brands operating in China is balancing the high cost of customer acquisition with long-term retention. Unlike Tmall, JD, and Douyin, where brands must constantly pay for visibility, WeChat allows businesses to build and nurture their own audience. This offers several advantages:

  • Lower Customer Acquisition Costs – WeChat provides a cost-effective alternative to traditional e-commerce platforms, where brands must bid for visibility.
  • Full Data Ownership – Unlike marketplaces that control customer data, WeChat enables brands to collect and analyze user interactions directly.
  • Seamless Omnichannel Integration – WeChat bridges online and offline engagement, making it easier to connect with consumers across multiple touchpoints.

For brands looking for a long-term, cost-efficient strategy in China, WeChat presents a powerful direct-to-consumer (D2C) model.

WeChat’s E-commerce Evolution

While platforms like Douyin and RED attract attention with viral trends, Tencent has been steadily enhancing WeChat’s e-commerce capabilities. WeChat Channels has emerged as a significant competitor to Douyin’s short video and livestream shopping ecosystem.

WeChat has streamlined merchant onboarding, simplified the sales process, and expanded commerce features to allow product purchases across multiple touchpoints—including posts, search, chat, and even gifting features. These improvements have led to substantial growth:

  • A 3x increase in active sellers last year
  • A 200% surge in total sales volume

This growth signals that more merchants are seeking sustainable alternatives to traditional e-commerce marketplaces and that consumers are increasingly shopping within the WeChat ecosystem.

Where Should Brands Focus?

Many international brands question whether WeChat should be prioritized over newer platforms like Douyin and RED or traditional marketplaces like Tmall. The answer depends on a brand’s objectives:

  • Douyin & RED – Best for brand awareness, viral content, and impulse-driven sales.
  • Tmall & JD – Ideal for reaching high-intent shoppers and providing an official retail presence.
  • WeChat – Most effective for fostering long-term engagement, driving repeat purchases, and building brand loyalty.

A well-rounded China digital strategy should leverage multiple platforms, utilizing each one’s strengths to target consumers at different stages of their journey. WeChat remains a key pillar of this strategy, particularly for brands looking to develop a sustainable, direct-to-consumer business model.

Leverage WeChat for Sustainable Growth in China

Navigating China’s complex digital landscape requires a tailored approach. Whether you’re looking to enhance your WeChat strategy or integrate it into a broader digital marketing plan, our team can help you optimize your presence and drive results.

Contact us today to explore how WeChat can support your brand’s long-term success in China.

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Key KOL Marketing Trends in China for 2025

March 7, 2025

Influencer marketing in China is evolving rapidly, with brands leveraging new strategies to maximize engagement, sales, and brand authenticity. As we enter 2025, several key trends are reshaping the landscape, offering fresh opportunities for businesses to optimize their influencer collaborations. Here’s what to expect and how to stay ahead of the curve.

Key Influencer Distribution Across Major Social Platforms

1. More Direct and Sales-Driven Influencer Marketing

Influencer marketing in China is shifting from subtle brand mentions to more strategic, sales-oriented collaborations. Brands are increasingly focusing on three main approaches:

  • Influencer Branding – Strengthening brand presence within influencer content to create a deeper connection with audiences.
  • Influencer Seeding – Tapping into influencers’ personal experiences and testimonials to build trust and drive brand consideration.
  • Influencer Conversion – Utilizing influencer-driven campaigns to generate direct sales, particularly through livestream shopping and interactive content.

2. In-House Influencer Strategies Are Growing

Many brands are shifting their focus from external influencers to internal brand ambassadors, known as KOBs (Key Opinion Bosses), KOSs (Key Opinion Sales), and KOEs (Key Opinion Employees). This approach enhances authenticity, builds trust, and offers a more cost-efficient way to engage with audiences while maintaining brand consistency.

3. The Rise of Micro-Influencers

Influencers with fewer than 1,000 followers are proving to be highly effective in driving engagement and conversions. Their smaller but highly engaged communities allow brands to foster deeper connections and build trust with their target audiences. As a result, micro-influencer marketing is becoming an increasingly attractive option for brands looking for cost-effective and results-driven campaigns.

4. International Influencers Entering Xiaohongshu

With the rise of global influencers on Xiaohongshu (RED), largely due to the “TikTok Refugees” phenomenon, brands now have a unique opportunity to collaborate with international content creators. This trend allows brands to reach a diverse audience, blending cross-cultural content strategies with localized marketing efforts to drive engagement and brand awareness.

Want to explore how these trends can enhance your marketing strategy? Contact us to develop a customized influencer marketing approach that aligns with your brand’s goals.

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How Xiaohongshu’s New AIPS Model Redefines Grass-Planting Marketing

January 10, 2025

Xiaohongshu 2025 Will Business Summit

At the 2025 WILL Business Conference, Xiaohongshu unveiled a groundbreaking marketing framework: the “AIPS Audience Asset Model.” This innovation aims to transform how brands measure and optimize their grass-planting (content-driven marketing) campaigns on Xiaohongshu. By integrating process measurement and outcome measurement, Xiaohongshu has equipped brands with actionable insights to enhance their marketing efficiency. Here’s a breakdown of the key takeaways and their implications for brands.

Understanding the AIPS Model

The “AIPS Audience Asset Model” divides audience engagement into five categories:

  1. Awareness – General recognition of the brand.
  2. Interest – Initial interest in products or services.
  3. True Interest (TI) – Deep engagement and potential intent to purchase.
  4. Purchase – Conversion into actual sales.
  5. Share – Advocacy through post-purchase sharing and recommendations.

Xiaohongshu's AIPS Audience Asset Model

This segmentation allows brands to evaluate and optimize their strategies at every stage of the consumer journey. The model identifies more immediate and relevant user behaviors compared to traditional conversion metrics, offering brands a comprehensive view of audience engagement.

Measuring Grass-Planting Success

Xiaohongshu’s measurement framework operates on two levels:

1. Process Measurement

The AIPS model focuses on audience behavior within Xiaohongshu’s ecosystem, helping brands understand the nuances of user decision-making. For instance, while low-cost fast-moving consumer goods (FMCG) may require a focus on awareness to drive quick conversions, high-ticket items necessitate a deeper engagement with “Interest” and “True Interest” audiences.

Process Mesurement

2. Outcome Measurement

Outcome measurement is achieved through two primary methods:

  • Grass-Planting Alliance: This initiative integrates Xiaohongshu’s platform data with external e-commerce platforms like Taobao, JD, and VIP.com. Brands can track the direct impact of Xiaohongshu’s campaigns on off-platform conversions. For example, Xilinmen identified a high-converting audience segment (“refined white-collar workers”) and optimized their budget, achieving an ROI of over 15 during the 618 shopping festival.
  • First-Party Data Collaboration: Participating brands can analyze their omnichannel data to gain deeper insights into business performance. Xiaohongshu’s “Lingxi” platform now supports 5,000+ brands, offering accessible tools for data-driven optimization.

Outcome Mesurement

ROI (T+x): A New Way to Measure Success

One of Xiaohongshu’s key insights is the importance of ROI over time (T+x). While traditional ROI focuses on immediate returns, Xiaohongshu advocates for analyzing ROI across the consumer decision-making period. For example:

  • A ¥3,000+ robotic vacuum cleaner required 45-60 days to reach a tipping point in ROI due to the complexity of consumer decisions.
  • A ¥100 body oil, initially estimated to have a 7-day decision cycle, revealed a true cycle of 60-90 days. This discovery helped the brand target high-value audiences like expectant mothers, resulting in a 20% year-on-year GMV growth during Double 11.

ROI (T+x)

Precision and Granularity: The Keys to Success

Xiaohongshu’s CMO Zhiheng emphasized that measurement is a means to an end: optimizing marketing strategies. The two pillars of this optimization are:

  • Granularity: Understanding consumer behavior, needs, and decision-making contexts.
  • Precision: Matching the right products with the most suitable influencers, content, and marketing channels.

Xiaohongshu's CMO Zhiheng

A compelling example comes from an outdoor jacket campaign. Xiaohongshu tailored content to specific mountains (e.g., lightweight jackets for Mount Tai’s night hikes versus UV-protective gear for Mount Siguniang). This hyper-targeted approach resulted in a top-four search ranking for high-end jackets and a 40% reduction in e-commerce platform costs.

Implications for Brands

Xiaohongshu’s AIPS model and measurement solutions mark a shift toward personalized, data-driven marketing. By understanding niche audiences and aligning strategies with consumer decision-making cycles, brands can achieve better ROI and long-term growth.

Interested in unlocking the full potential of Xiaohongshu for your brand? Reach out to us today to explore tailored strategies that drive results!

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Latest News on China’s Market

August 7, 2023

1. Estée Lauder taps Asia’s male beauty market with Manchester United partnership

  • Beauty and skincare giant Estée Lauder has inked an exclusive partnership deal with Manchester United in hopes of tapping the club’s fans in China and the Asia Pacific region.

  • In China alone, the men’s beauty market was projected to surpass $10 billion in 2022 and could reach $33.4 billion (240 billion RMB) by 2027.

  • Most male consumers may be relatively new to the skincare game, especially when it comes to premium products.

  • In the first half of 2023, the GMV of men’s makeup on Douyin surged by 364.6 percent year-on-year. With this market being especially open to beauty and grooming, we’d bet that a clever campaign could work wonders.

LINK: https://jingdaily.com/estee-lauder-manchester-united-collab-male-beauty/

 

2. Male beauty’s next growth engine: Douyin

  • In the first half of 2023, the gross merchandise value (GMV) of men’s makeup sold via Douyin surged 365 percent year on year – Tmall and Taobao combined achieved 6.7 percent growth in the same period.

  • Chinese male beauty brands are quickly expanding on the short video app. Domestic labels claimed seven spots on Douyin’s top 10 best-selling mens’ skin care list, whereas international brands took three places.

  • Male skincare buyers’ profiles: Last year, 70 percent of men’s beauty purchases were made by women, according to a 2022 report from Xiaohongshu. But male buyers have caught up, now accounting for half of male cosmetics purchasers on Douyin.

  • The average age of the male makeup user is between 18 and 30 with an average price of $9.7 (69.2 RMB), significantly lower than on other platforms like Tmall and JD.com.

  • Cooperating with KOLs has proven to be a quick and effective strategy for businesses that want to scale up brand awareness. These influencers are crucial for spreading knowledge about beauty routines.

LINK: https://jingdaily.com/male-beautys-next-growth-engine-douyin/

 

3. McKinsey: Chinese consumers, brands ‘cautiously optimistic’ on tourism and spending

  • Chinese consumers are looking for better deals and sales across platforms like Douyin and Pinduoduo, where products are often sold for “half or less” than on more established competitor shopping apps.

  • McKinsey found that while many remained loyal to their favorite brands, 47 percent of respondents reported switching retailers to obtain a “lower price/discount.”

  • Travel, restaurants and apparel were the top categories consumers were spending on, the survey revealed.

  • However, international travel in June was still 58 percent lower than pre-pandemic levels, though the number of outbound flights from China is “rising rapidly.”

LINK: https://jingdaily.com/mckinsey-report-cautiously-optimistic-tourism-spending/

 

4. China ecological transition: a green revolution led by consumers

  • Keeping balance between satisfying the demand of country’s market, while preserving sustainable standards is challenging

  • Chinese consumers are demonstrating a higher attention to environmental issues compared to the previous years, this trend being reflected in several factors, from carbon emissions to locally produced goods.

  • In this sense, the pandemic has represented a turning point for the development of this trend inside consumer’s mindset, many of which are now willing to pay more for environmentally friendly products.

  • Case study of KFC:  Thanks to “Exploring Carbon Reduction” and “The Journey to Carbon Neutrality” initiatives, introduced in their super App, KFC carried out a green rewards program that encourages consumers to not use disposable cutlery, favor in-store pickup, engage in waste sorting, etc.

LINK: https://mp.weixin.qq.com/s/HBf_m9WBZ2izfmQNFgOlvg

 

5. Pink burgers, platform Crocs and Malibu dream houses: Barbie’s global collab craze

  • Resale site StockX reported to Jing Daily it had seen more sales of Barbie products in July 2023 than any other month in the company’s history, double sales in July 2022.

  • Among so many names jumping onboard, from Vans, Kipling and Gap, to Pacsun and Nyx, one breaking through the Barbie collaboration noise online is Zara. The Spanish retailer launched a collection on July 21 (the movie release date) inspired by the fashion seen on screen, including a gingham dress, silk pajamas, and other clothing and accessories items

  • Though Zara, Vans, Nike’s Dunk Low sneaker, and Chanel’s themed efforts with the movie all made their way onto social media in China, the clothing and accessories collection from local fashion brand D’izzit is trending in the mainland.

  • Barbie mania is reaching all corners of commerce, from fashion all the way through to luxury hospitality. The W Hotel in Osaka, Japan, is one that’s proven a hit among netizens.

  • Thanks to Barbie nostalgia being at an all-time high, the IP’s pulling power feels unbeatable. Some consumers might be all pinked out, but this is definitely not the end of Barbiecore.

LINK: https://jingdaily.com/barbies-global-collab-craze/

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