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Xiaohongshu's First Platform-Level IP for New Product Success
Xiaohongshu (XHS) launched its first platform-level product marketing IP 「宝藏新品」("Treasure Trove") in May 2023, taking a holistic approach to supporting brands in successfully launching and growing new products on the platform. The initiative involves the following key components:
Strong Endorsement and Word-of-Mouth: XHS invited 100 "experts" - including celebrities, content creators, and experienced users - to curate a list of high-quality new products under rigorous screening and evaluation. These experts evaluated products based on criteria such as solving user pain points, providing a good user experience, having aesthetic design, and potential to lead trends. They then provided authentic, trusted word-of-mouth reviews to build user confidence.
Building Influence: XHS leverages its highly engaged social community and influence on both the brand and consumer sides to rapidly promote new products to the target audience and drive conversion.
Full-Funnel Support: XHS provides tailored activation and precise targeting strategies across the entire customer journey, from building awareness to driving conversions.
This comprehensive IP ensures new products are discovered, collected, and seeded in a more authentic and trustworthy manner within XHS's community. Brands seeking sustained new product success need look no further!
Ready to level up your marketing? Contact us today to access our winning XHS marketing solutions!
More Insights
The CNY 2025 outbound travel boom is bigger than ever!
January 23, 2025
As we gear up for Chinese New Year (CNY) 2025, the stage is set for record-breaking Chinese outbound travel and consumer spending, driven by evolving consumer behaviors and preferences. According to Qunar, international travel during the 2024 CNY saw a remarkable 13.5 million outbound trips, surpassing pre-pandemic levels and setting the pace for new highs this year. Dive into the insights from Fliggy and Qunar below, showcasing promising trends that businesses can tap into to connect with Chinese travelers and maximize opportunities during this peak travel season.
Harness the Chinese Festive Calendar for Year-Round Success!
January 21, 2025
Understanding the Chinese festive calendar isn't just important—it's a game changer for your annual marketing strategy. Each festival presents a unique opportunity to build authentic connections with diverse audience segments, including families celebrating traditional events like Chinese New Year, young couples exchanging gifts during occasions like 520 Day and Qixi Festival, and online shoppers during major e-commerce events such as 618 and Singles' Day.
The Chinese Luxury Traveler Market is Up and Running!
January 16, 2025
Despite international flights from mainland China recovering to 87% of pre-pandemic levels, luxury spending abroad has already surpassed those benchmarks, showing an impressive 32% year-on-year increase as of mid-2024.
Revolutionize Gifting with WeChat’s New “Gift Giving” Feature
January 13, 2025
WeChat Mini Store (微信小店) introduces an exciting new “Gift Giving” feature, designed to streamline the gifting experience like never before. Currently in pilot testing, this feature supports items priced under RMB 10,000 making the process effortless for both senders and recipients.
Tap into the Travel Preferences of the Silver-Hair Generation with Ctrip!
December 17, 2024
Are you ready to explore the travel trends of the silver-hair generation—an affluent and expanding segment in China? Ctrip's latest insights reveal that seniors aged 50 and over are traveling more than ever! During the Double Ninth Festival, bookings surged by nearly 20%. From January to September, orders rose by 26%, with the 61-65 age group showing an impressive growth of 58%.
Festive Trends on Xiaohongshu: Marketing to Chinese Travelers in Hong Kong
December 10, 2024
As the year draws to a close, searches related to celebrating Christmas and New Year's Eve (雙旦) on Xiaohongshu (XHS) have surged, indicating a growing enthusiasm for holiday travel. Hong Kong stands out as a premier destination for Chinese travelers, offering a captivating blend of tradition and modernity. Below are what the Chinese travelers are looking for and how brands can engage.
UnionPay Enhances Travelers’ Payment Experience in China with Alipay and WeChat Pay!
December 4, 2024
nionPay now enables overseas-issued cards to effortlessly link with Alipay and WeChat Pay. This means that international visitors can enjoy the convenience of QR code payments by simply connecting their UnionPay cards to these widely-used apps, just like local!
WeChat Pay's Integration with Taobao: a Game-Changer for Chinese E-commerce
November 26, 2024
Exciting news for merchants and shoppers! Taobao has integrated WeChat Pay as a payment option for all stores on Taobao and Tmall! This update enhances the shopping experience and opens incredible opportunities for merchants to attract WeChat Pay users and tap into a vibrant new customer base!
Unlock Brand’s Potential in this Year-End Gifting Season!
November 19, 2024
As the year-end holidays draw near, it's prime time to seize the incredible opportunities of this bustling shopping season! The Chinese gift economy is projected to reach RMB 1.4 trillion in 2024, soaring to RMB 1.6 billion by 2027. This is your chance to fully embrace China’s vibrant gifting culture!