How Little Red Book is useful for fashion businesses in China?

Little red book (or Xiaohongshu) became one of the best social media app in China and a symbol of capitalist success. It is now a powerful marketing tool in China, especially for businesses in the fashion sector. You didn’t hear about Little Red Book before?  That is normal, this start-up gets popular within a short time in China and it is almost a guidebook for young Chinese. this article will provide you with more information about this must-have app.

What is Xiaohongshu ?

Xiaohongshu was created in 2013 by Charwlin Mao. It is a Chinese start-up which is linked closely to e-commerce’s activities. The platform provides a lot of shopping tips and advice, promotional offers and the possibility to buy products.

Xiaohongshu gets a rapid development these years. The app already has more than 70 million users.

We can find different categories on it, concerning foods, travel, fashion, technology, wedding stuff, pet … this app talks almost about anything. The most popular sections are about beauty products and ready-to-wear.

The simplicity of the application

The principle of Little Red Book is simple. It forms a partnership with foreign brands, mainly from the United States, Korea, and Japan and then markets them on the Chinese territory.

Users base represent the power of Xiaohongshu

Main users are female consumers, who are seeking for the best deals. Their average age is 18 to 35.  As the platform is also a community, users are also bloggers. They have their own profile page, can create posts and get followers. The sense of community on this application and the product recommendations from a trusted person boost product sales.

How can Xiaohongshu be useful to brands?

Consumers rely on Xiaohongshu

In fact, consumers rely on other consumers. The platform is based on the user’s sharing and experience. They give feedback, advice, and attach images so other customers can feel more relieved. For example, on Little red book, there are topics wrote about how to difference counterfeit products from authentic products.

The fact is in China, there is a huge presence of counterfeit products. A lot of websites are facing the sale of counterfeit products on their websites and sometimes can’t control it. Even in physical shops, it has already happened in the past for some brands to sell fake products Due to this, consumers are more attentive when purchasing. They rely more on what they heard than what brands are saying.

To have a presence on Xiaohongshu can allow a new brand to be more easily accept. Xiaohongshu is like a new and relevant promotion way.

Xiaohongshu touch a large range of people

The increasing of the Chinese middle-class is also bringing the development of new expectations and behaviors in the domestic market. They often have a similar taste about the quality of life and products. We saw that Xiaohongshu creates a community of trust, and it is also often sharing the same ideas. Brand or products can become very hot in a short time through the power of sharing and trend.

Useful to introduce products to customers


If to face sellers in shops isn’t convenient for all people, to get information through the internet is easier. Besides to attach pictures, authors of posts often put additional information such as prices, the way or the place to buy the products, and the different product size or variety.

Xiaohongshu allow you to build a community

By giving tips and providing useful contents, Xiaohongshu is keeping its users on its platform every day. Little Red book analyzes the data of its subscribers so it can deliver customized content according to their tastes and expectations. The application keeps developing this group cohesion by strengthening the community feeling of individuals.

Partnership with KOLs boosts your brand reputation

To partner with some hot users on Xiaohongshu can help your brand gain reputation. They can also ensure the interactions with your target consumers. In the luxury market especially, Key Opinion Leaders (KOLs) play an important role in brand strategy. In China, celebrities and public influencers have always been a real marketing tool.  They influence and represent brands in their community of followers.

Join the trend of the e-commerce in China

For a lot of countries, to buy through the internet is not a relevant way because of the security system, the delivery time, or just the preference to go to physical shops. In China, Chinese customers are used nowadays to search for information online to ensure the value of their purchase. The delivery service is so fast that buying online is even more convenient than going to shops.

Digital is constantly evolving in our environment and particularly in China. With over 800 million internet users, China is a market where there are tremendous development opportunities. Little Red Book has understood it.

Of course, it is not the only one. To go further, you can also take a look on Tmall and They are the two most popular e-commerce platforms in China, well-known for selling good quality products and authentic imported products.

Gentlemen Marketing Agency

GMA has developed over the years, skills and expertise on the digital marketing in China. More and more services are being offered: to launch a WeChat store, implementation on e-commerce platforms etc.

Also, GMA is accumulating talent and specialists for different digital platforms. This makes our agency to be up to date with the technology of the Chinese market and to provide effective services to companies who want to start their business in China. Do you have an idea to apply? Do not hesitate to contact us for more information.

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  • Is Little Red Book still one of the major players for marketing in China?

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