Looking to increase your business’s reach in China and tap into a larger audience? Look to Xiaohongshu, also referred to as Little Red Book, one of the most popular Chinese social media platforms. This social e-commerce platform is one of the fastest-growing apps in China and has become a vital aspect of cross-border e-commerce.
In this blog post, we will guide you through the process of registering a store on the site. From understanding its business model to creating a successful digital marketing strategy for your account, we’ll cover everything you need to know about growing your brand through Xiaohongshu’s platform. Let’s get started!
What is Xiaohongshu/Little Red Book?
Xiaohongshu, also known as RED or Little Red Book is a popular social media and eCommerce platform in China that is often compared to Instagram due to its focus on user-generated content. It’s China’s biggest lifestyle-sharing platform, which started as a platform mainly for women to share fashion and beauty tips.
It offers cross-border e-commerce features for foreign brands and primarily targets young female shoppers in top-tier cities. It has over 200 million monthly active users seeking out new trends and product recommendations. It’s one of the main four social media platforms in China, alongside WeChat, Weibo, and Douyin, with millions of Chinese people checking it daily for lifestyle inspirations and shopping experiences.
How Does Xiaohongshu Work?
The Little Red Book app operates by seamlessly combining user-generated content and online shopping.
It primarily targets young Chinese women shoppers in top-tier Chinese cities, allowing them to share their experiences with various products and services through short videos and engaging photos. This is especially profitable for luxury brands, as their target audiences use Xiaohongshu to show their newest purchases.
The platform creates an interactive space for sharing personal recommendations and honest reviews from like-minded individuals within the community, empowering users to make well-informed purchasing decisions directly on the app for the Chinese market.
Brands can use social media and e-commerce on Xiaohongshu by partnering with influencers (KOL) or launching exclusive promotions to increase their visibility and attract the attention of its large user base.
Who Are Its Primary Users And What Are Their Shopping Behaviors?
The platform has over 200 million registered users, with the majority being post-90s urban females who value quality products and experiences on Chinese social media and e-commerce offerings. These young women actively share their fashionable lifestyles through short videos and photos, and user-generated content and Xiaohongshu influencer marketing are popular.
Users pride themselves on discovering hidden gems in various lifestyle categories, and they enjoy interacting with brands that listen to their feedback.
Steps To Register A Store On Xiaohongshu eCommerce Platform
To register a store on Xiaohongshu’s social media and e-commerce platform, it’s crucial to visit the official account application page and prepare the necessary documents such as company information, financial details, and business certification; next, complete account authentication in the Enterprise Platform before submitting the application.
Identify And Prepare Necessary Documents
Xiaohongshu is China’s most trusted social shopping platform and to register a store, it is important to identify and prepare the necessary documents, which may vary depending on the type of store being registered.
These documents include proof of business registration or company incorporation, financial information, a Chinese business license or letter confirming the right to sell in China, brand identity, and other certifications required for regulatory compliance.
For instance, If the store involves an e-commerce component that enables sales directly from the platform, additional financial requirements such as capital verification reports issued by certified public accountants (CPAs).
It is important to have all necessary documents ready before starting the registration process. Providing inaccurate documentation can result in delays or rejection of application approval.
If you need help with the registration process and document issuing, we are here to help. Gentlemen Marketing Agency already worked on many brand account applications and we have the experience and know-how you need. Here are our services for international brands on Little Red Book:
Log In To The Enterprise Platform And Complete Account Authentication
To register for a Xiaohongshu store, brands must log in to the Enterprise Platform and complete account authentication. This involves providing company, business, financial, and brand information.
For international businesses, tax certificates or certificates of incorporation are required to verify legal status. Bank statements from the past six months and relevant product certifications are also needed to confirm financial stability.
Overall completing this step secures trust which goes on a long way in bolstering credibility with potential customers seeking authentic brands who are already registered under Xiaohongshu’s trusted network.
Xiaohongshu’s Rules And Regulations
Xiaohongshu has specific rules that businesses must follow, including prohibiting the sale of counterfeit goods and restricting the use of certain language in promotional materials.
Essential Rules To Follow
To ensure a safe and authentic space for its users, it is crucial to understand and follow Xiaohongshu’s community guidelines.
The platform values authenticity, transparency, and safety, especially for brands selling products. Adhering to strict safety measures and providing genuine content is essential to maintain the trust of the community for fashion and cosmetic lovers.
Consequences Of Breaching The Rules
Xiaohongshu has introduced a “Brand Violations Points” system to maintain an authentic and safe space. This point system assigns scores to specific behaviors that violate the platform’s rules, and accumulating too many points can lead to penalties ranging from warnings to permanent bans for both individual accounts and brands.
Using High-quality Images And Engaging Content
To succeed in Xiaohongshu social eCommerce, it’s crucial to understand that users value visual branding and user-generated content.
When creating a store on the platform, it’s essential to use high-quality images and engaging captions that highlight the brand’s unique selling points.
Consistency is key, and professional-grade images shot from different angles with clear product descriptions are necessary. Being creative with other forms of media like videos or GIFs can also make a quicker impression on viewers than text alone.
How to Create A Successful Strategy For Your Little Red Book Store
Offer exclusive promotions and discounts to attract users, prioritize customer engagement by promptly replying to comments and messages, and consider collaborating with key opinion leaders for effective influencer marketing.
Offer Exclusive Promotions To Attract Users
To attract users to the RED/Xiaohongshu store, offering exclusive promotions is a great strategy. Unique and attractive deals can entice potential customers to make a purchase, increasing sales and driving traffic to store.
Limited-time offers discounts, and free gifts for a specific period are effective promotional campaigns. Loyalty programs that reward repeat customers with exclusive access to special products or discounts are also popular approaches.
For example, Maybelline and Lancôme are successful Xiaohongshu stores that have effectively used exclusive offers and trending tips to attract followers and promote their products. They use keyword hashtags in different categories like fashion and beauty and travel to drive user acquisition and growth on the platform.
Customer Engagement: Reply To Comments And Messages
Responding to comments and messages shows that brands value customer input builds brand credibility, increase customer loyalty, and improve user-generated content.
Engaging with customers is essential for improving performance as the platform’s algorithm rewards post-engagement and search volume. Xiaohongshu users leave detailed comments and inquiries, making it important to engage with them to create a loyal fan base.
Also, users often search for reviews and recommendations on RED before they make purchasing decisions.
The Power Of Influencer Marketing: Collaborate With KOLs (Key Opinion Leaders)
Collaborating with KOLs and KOCs on Xiaohongshu can be a game-changer for the success of official brand RED store.
KOLs, who are influencers with a massive following and significant social media presence, have the power to influence consumer opinions about products and services they endorse.
While Western businesses traditionally used influencer outreach as part of their marketing strategy, in China, brands consider KOCs or grassroots creators more authentic than celebrities when promoting products on social media platforms like Xiaohongshu.
Case Study Of Successful Stores On Xiaohongshu
Hermes has built an engaging and interactive community of fashion-conscious users on Xiaohongshu who actively engage with their content.
On the other hand, Maybelline New York achieved great results by taking advantage of user-generated content such as “Makeup Transformation Challenge” that got over 3 million views within a week!
These brands focused on creating impactful campaigns through high-quality visuals and engaging content while following Xiaohongshu’s rules and regulations closely.
It’s important to note that what sets Xiaohongshu stores apart is their unique selling point (USP) and their ability to create a strong brand identity.
For example, some businesses use user-generated content (UGC) to showcase real people using or wearing their products, which helps potential customers see the value in those products before making a purchase.
Some stores rely on influencer marketing and collaborations with KOLs, while successful Xiaohongshu stores focus on customer engagement by replying to comments and messages from users to build trust and loyalty from potential customers.
Overall, each business has its own approach that works for its target audience segmentation.
We can help you with using Little Red Book app for e-commerce!
In conclusion, Xiaohongshu’s increasing popularity and potential for cross-border e-commerce make it a lucrative opportunity for businesses. Its social shopping business model also makes it an excellent channel for brand marketing in China.
However, registering a store on Xiaohongshu requires undergoing a qualification review and adhering to strict rules and regulations.
To maximize the platform’s potential, businesses should collaborate with KOLs, engage with customers through comments and messages, and create high-quality content with exclusive promotions to achieve success on Xiaohongshu.
If you need help getting your brand off the ground or integrating your strategies into Baidu, you know where to turn to. Contact us today for not only educational blogs but to have a partner in building your business and making it relevant in the minds of the Chinese consumer.
