Xiaohongshu Marketing 101: How Global Brands Win on RedNote

Xiaohongshu (RedNote) has become the secret weapon for international brands targeting China’s millennial and Gen Z consumers. Here’s how you can make your mark with authentic, data-driven strategies.

Xiaohongshu Marketing 101: How Global Brands Win on RedNote

Xiaohongshu, known internationally as RedNote, isn’t just another social platform in China — it’s the digital compass guiding over 200 million young Chinese consumers in their product discovery, lifestyle decisions and purchasing behaviour. With 75% of its users aged between 18-34, RedNote has rapidly evolved from a cross-border shopping diary into a powerful social commerce engine, where authenticity trumps advertisements, and word-of-mouth drives conversions.

For international brands seeking a meaningful foothold in China’s nuanced market, Xiaohongshu offers a unique opportunity — but it’s not a plug-and-play platform. RedNote rewards those who understand its cultural cues, content tone, and consumer psychology.

Let’s dive into how global brands are thriving on Xiaohongshu, the key strategies behind their success, and actionable steps you can take to build a lasting presence on the platform.

Why Xiaohongshu Is a Must-Have for Cross-Border Brands

Before you plan your content or partner with an influencer, it’s crucial to understand why Xiaohongshu matters so much in China’s digital ecosystem — especially for foreign brands.

It’s Where Discovery Meets Decision

Unlike platforms like Weibo or Douyin, which focus on entertainment or news, Xiaohongshu is a lifestyle-first platform. Users turn to it for:

• Product reviews and unboxings

• Shopping experiences from real people

• Aspirational lifestyle content

• Recommendations on beauty, fashion, travel, wellness and F&B

In essence, Xiaohongshu content directly shapes consumer purchase decisions. 

Stats: RedNote has become the top platform for influencer-driven campaigns in China, with 59% of brands choosing it for brand-building and 67% of influencers naming it their primary platform.

This means your content isn’t just seen — it’s trusted and acted upon.

The ‘Trust-to-Buy’ Conversion Funnel

On RedNote, users follow a journey often described as “Search → Trust → Buy”. This differs from the traditional marketing funnel in a few key ways:

• Search Intent: RedNote users search for “real experiences”, not promotional content.

• Trust Building: They prefer peer-to-peer reviews over brand ads.

• Community Endorsement: Engagement (comments, saves, shares) acts as social proof.

• Commerce Trigger: Once a product gains traction on RED, it often goes viral across e-commerce sites like Taobao, JD.com and Pinduoduo.

For brands, this means credibility comes before visibility.

Crafting Your Xiaohongshu Brand Strategy

So, how do international brands tailor their messaging and content to resonate on RedNote? Let’s break down the strategies that work — and what you must avoid.

Pro Tip: Xiaohongshu rewards consistency, authenticity and cultural fluency. Think of it less as a social media channel and more as a community ecosystem.

Brand Storytelling: Localised, Not Localised

The number one mistake international brands make? Translating Western content into Mandarin and calling it a day.

Instead, successful brands go beyond translation — they adapt narratives to fit Chinese consumer values and seasonal moments.

Case Study: GUCCI

During Milan Fashion Week Spring/Summer 2025, GUCCI executed a fully integrated Xiaohongshu strategy that combined live streaming, interactive content, and post-show storytelling.

• Pre-show, the brand launched a live stream reservation tool, allowing users to reserve spots in advance and boosting anticipation.

• During the show, GUCCI ran dual strategies across search ads and live streaming cards, ensuring top-tier visibility in real-time.

• Post-show, it repurposed footage into behind-the-scenes highlights and community-driven posts.

Result:
GUCCI saw a 5x increase in brand-related searches and an 11% surge in user-generated content on RED.

Influencer Collaborations (KOL/KOC): Choose Micro Over Mega

In the West, mega-influencers dominate campaigns. On RedNote, micro and mid-tier KOLs drive the most engagement — particularly those with strong product expertise and niche followings.

• KOLs (Key Opinion Leaders): Professional influencers with curated feeds

• KOCs (Key Opinion Consumers): Everyday users whose reviews appear more genuine

Why This Works:

• Micro-influencers/KOCs account for the largest amount on Rednote with 68.06%

• Consumers trust them due to perceived authenticity

• They’re more cost-effective and easier to work with for long-term campaigns

Content Strategy: RAW > POLISHED

If you're thinking high-gloss visuals and brand-perfect storytelling, think again. On RED, "真实感" (zhēnshí gǎn) — meaning authenticity or realism — is the golden rule.

Here’s what works best:

• Vlog-style posts showing real-life use of the product

• Before-and-after comparisons

• Candid reviews with minor flaws mentioned

• Text overlay breakdowns explaining how/when/why to use the product

Formats that perform well:

• Carousel posts (5–9 images)

• Video diaries (less than 90 seconds)

• “Must-knows” and “Top 5 Mistakes” formats

• Step-by-step tutorials, especially for beauty and lifestyle products

The goal isn’t perfection. It’s relatability.

How to Set Up and Grow a Brand Account on RedNote

Now that we’ve unpacked what kind of content works and why, let’s look at how brands can establish their presence on Xiaohongshu.

Step 1: Register a Verified Business Account

International brands must register a RedNote Enterprise Professional Account. The process can take up to 4 weeks and requires documentation such as:

• Trademark certificates

• Legal entity info

• Business license (in Chinese or English only)

• Proof of cross-border e-commerce operations (if applicable)

A verified brand account enables you to:

• Promote and sell your products

• Run paid ads 

• Access performance data and analytics

• Launch branded campaigns with influencer tags

• Respond to users as the brand entity

Step 2: Build a Content Calendar with Native Relevance

Avoid reusing global campaign content. Instead, build a RedNote-native content calendar with:

• Cultural moments: Tap into shopping festivals like 618, Qixi Festival, or Singles’ Day

• Consumer concerns: For instance, skincare brands often build themes around “敏感肌” (sensitive skin) or “换季护肤” (seasonal skincare)

• Product education: Especially for lesser-known or niche products

Include:

• 12–16 posts/month minimum

• 60% influencer content, 40% brand-owned posts

• Clear content pillars: product use, lifestyle, problem-solving, community engagement

Step 3: Leverage Paid Promotion Wisely

Xiaohongshu has an evolving ad ecosystem with options such as:

• Search Ads: Appear when users search keywords

• Feed Ads: Blended into users' discovery feed

• KOL Boosting: Amplifies influencer posts with budget

However, paid reach only works when organic credibility exists. Think of paid promotion as a nudge, not a shortcut.

Summary: Xiaohongshu Isn’t a Shortcut — It’s a Strategy

For international brands entering or expanding in China, Xiaohongshu is a strategic lever, not a mere distribution channel. It requires commitment to cultural fluency, storytelling depth, and consumer trust-building.

Here’s a recap of what makes Xiaohongshu marketing succeed:

• Authenticity over aspiration: Real experiences, real results

• Micro-influencers over mega names: Niche credibility wins

• Native content over global repurposing: Speak like the locals

• Consistent presence: RedNote rewards frequency and relevance

• Long-term thinking: Building trust takes time, but pays off in loyalty

And if you’re looking for a KOL or influencer, InfluenConnect offers the perfect platform to connect you with over 105,000 Chinese and Asian KOL.  Click here to learn more about InfluenConnect.

For more in-depth insights, follow Comms8 where we help your brand expand into foreign markets.

At Comms8, we specialise in helping businesses leverage the power of cross-border marketing in Asia.  With our expertise, we can assist you in harnessing the influence of social commerce strategies to boost your brand’s credibility and awareness.  Contact us today to learn more about empowering your brand in the dynamic market.