How Innovative Apparel can Leverage Douyin and Red Book to Win in China ;-)

November 25, 2024|Douyin, Social Media, XiaoHongShu

CONCRETE article, limited BS article for people that want great advices , made by human, marketers

If you’re in the business of selling products in China, stop what you’re doing and pay attention.

I’m going to walk you through how platforms like Douyin (China’s TikTok) and Red Book (Xiaohongshu) are changing the game for dealers—and how YOU can dominate using the right strategies.

Why Douyin and Red Book Are the Real Deal

First, let’s talk about the platforms:

  • Douyin: It’s not just TikTok’s Chinese twin. It’s a MONSTER when it comes to short-form video content. With over 748 million active monthly users, this app isn’t just a platform—it’s a culture. People spend over 70 minutes a day on Douyin, scrolling through videos that entertain, educate, and sell.
  • Red Book (Xiaohongshu): Think Instagram meets Pinterest meets Amazon. Red Book is the go-to platform for product discovery, especially in lifestyle, beauty, and fashion. With a highly engaged user base of 260 million monthly active users, it’s where people go for authentic recommendations and “word of mouth” marketing.

If you’re a dealer or fashion brand, this is where your customers are spending their time. The question isn’t “Should you use these platforms?” The question is, “How do you make sure you’re showing up the right way?”

Users can shop, chat, and share on a single app. This mix creates a powerful marketing tool for brands.

“Social e-commerce in China is booming. Sales hit $413 billion in 2022. Influencers sell products right in apps. Chinese consumers trust peer reviews more than ads. This makes social selling very effective.” explained Philip Chen.

The Big Mistake brands Make 😉

Let’s be real—too many brands are still stuck in the 2010s way of thinking.

They’re throwing up boring product listings and expecting customers to come running.

NEWSFLASH: That’s not how people shop anymore. Especially in China, people want to see, feel, and EXPERIENCE your product virtually before they buy.

The secret sauce?

Storytelling + Value + Entertainment. That’s how you break through the noise.

How to Market on Douyin Like a Pro

  1. Create Entertaining, Value-Driven Videos đŸŽ„
    • Think about what your product does and make it VISUAL. Are you selling an innovative piece of clothing? Show its benefits in action.
      • Example: If it’s stain-proof, spill soy sauce on it and wipe it clean in seconds. BOOM—instant attention-grabber.
    • Make it relatable. Show real-life scenarios where your product solves problems.
  2. Leverage Trending Sounds and Hashtags 📈
    • On Douyin, trends are EVERYTHING. Use popular sounds, memes, or challenges to get your videos in front of more people.
  3. Collaborate with Influencers (KOLs) đŸ€
    • Influencers are king in China. Partner with creators who align with your brand to showcase your product authentically.
  4. Use Paid Ads Wisely 💰
    • Douyin’s ad tools are insanely powerful. You can target by location, interests, and demographics. If you’re a dealer, this means you can hit EXACTLY the right audience.
How is Douyin-Tiktok influencing Fashion in China

Crush It on Red Book (Xiaohongshu)

  1. Tell a Visual Story with Stunning Posts đŸ–Œïž
    • Red Book thrives on high-quality, aspirational visuals. Create posts that make your product LOOK and FEEL like a must-have item.
  2. Show Real-Life Use Cases đŸ‘©â€đŸ’»
    • Red Book users LOVE authentic content. Share posts or short videos of real customers using your product and loving it.
  3. Run Mini Campaigns 🎯
    • Create exclusive, limited-time offers that encourage users to share their experiences. Use Red Book’s in-app shopping tools to drive direct sales.
  4. Engage with Comments and Questions 💬
    • Chinese consumers value engagement. Answer their questions, respond to their comments, and build trust.
Little Red Book is soo useful for fashion Brands in China in 2024, here is why

FashionChinagency Pro Tip: Marketing for brands in 2024

Here’s the punchline: You’re not just selling products. You’re selling EMOTIONS and SOLUTIONS. People don’t buy a jacket because it’s warm; they buy it because it makes them feel good, confident, and comfortable.

So stop treating your marketing like a chore. Start treating it like a SHOW.

  • Make your audience laugh.
  • Teach them something new.
  • Show them how your product changes their life.

And for the love of everything holy,

” Stop selling features—start selling BENEFITS.” explain Marcus Zhan GMA

Adapt for Global Markets

If you’re thinking about expanding outside of China, here’s the deal: Every market has its own quirks. What works on Douyin may need tweaking for TikTok, Instagram, or YouTube Shorts.

LIKE THIS 😉

  • In Western markets, focus more on user-generated content and reviews.
  • In Southeast Asia, highlight affordability and daily use.
  • Everywhere else, emphasize your brand story and sustainability.

The Bottom Line

The tools are here. The platforms are ready. The audience is waiting. The only thing stopping you is YOU. If you’re a dealer and you’re NOT leveraging Douyin and Red Book right now, you’re leaving money on the table.

So get out there.

Start creating. Start connecting. Start WINNING. đŸ’„

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