What: User-generated platform Xiaohongshu is the source of lifestyle trends for Chinese consumers making it an ideal entry point for international brands seeking authentic feedback.

Why it is important: With a large community of consumption-motivated users seeking new experiences and items, Xiaohongshu is a key partner in connecting brands with the Chinese consumer.

The organic user-generated content can also inform established brands on how to adjust their product lineup to meet Chinese consumer interest. Its popularity as the leading source of lifestyle trends and product recommendations helps guide many Chinese consumers in their purchasing decisions.

In recent years, international brands also have gained more consumer familiarity with increased time spent working, living, travelling and studying abroad. Thus, Xiaohongshu is ideal for international luxury and fashion brands seeking to uncover Chinese consumer trends, leverage the platform to raise awareness and nurture loyalty by directly connecting with consumers.

Xiaohongshu’s large community of consumers is the perfect testing ground for new things. This includes metaverse trends with the possibility to sell NFTs in its virtual space, R-Space.

Brands gain entry to Chinese market through Xiaohongshu platform