China’s e-commerce business is predicted to be value roughly $175bn by 2024. That’s unimaginable information.With over 300 million customers on Xiaohongshu, or Little Red Book in English, it’s one of the fastest-growing superior social commerce apps on the market.Little Red Book affords vital alternatives for worldwide manufacturers to leverage their potential and construct a powerful presence in China. It’s why international massive hitters like Louise Vuitton and YSL are clamoring to promote on the platform. It’s a must have Chinese marketing channel for companies in the ever-changing digital panorama.Evolution of Little Red BookSocial media suggestion has grow to be the main approach Chinese shoppers uncover new merchandise and determine on purchases, with Little Red Book a key medium for client sharing and looking.As of July 2019, the platform had over 300 million registered customers between 18 and 35 years previous. They’re prosperous, eager to journey and have an urge for food for the newest items, providers and tendencies.90% of customers are below 32 years previous.80% are feminine, with a rapidly-growing male viewers.Over 60% are from tier one and two cities.Chinese shoppers rely on peer teams and Key Opinion Leaders (KOLs) for product concepts and insights. That’s why e-commerce and Little Red Book have excelled in recent times. The latter’s powered an modern approach of Chinese social media marketing – one to throw into your model marketing toolbox. Founded in 2013, Little Red Book initially crammed an necessary hole by permitting feminine customers to share their prized purchases and collect opinions for the first time. Now it’s a premium service for celebrities and shoppers to speak life-style and shopping for experiences.What’s Little Red Book used for?As Chinese shoppers’ most well-liked app for researching merchandise, its predominant focus is on luxurious items, magnificence, vogue, journey and life-style. However, males’s vogue, health, schooling, digital expertise and residential furnishings are actually fast-growing classes. Aspirational tendencies are prominently showcased, enabling patrons to find the newest merchandise.Little Red Book stands out from different e-commerce platforms in distinct methods. It makes use of user-generated content material, inspiration and on-line group constructing to supply detailed real-time procuring info for customers to soak up, study from and revel in.Closely partnering with KOLs and celeb product endorsers, Little Red Book provides yet one more dimension to an merchandise’s attract to patrons, securing confidence and belief to take a position. Popular amongst Chinese gen Z and millennials, it’s a singular person group and e-commerce platform with a number of options:Livestreaming and viewingVideo and picture postingLong article creationHashtag and trending subject/product searchingBrowse/purchase from a model’s pagesBrowse/purchase from Little Red Book affiliate productsOpen a Little Red Book retailer mini programWith the introduction of livestreaming in 2019, Little Red Book added one other string to its bow. Subsequently, the explosion of vlogging exceeded all expectations, and had a noticeable affect on the app, enormously rising model publicity.What’s in it for manufacturers?According to the app, there are 300bn posts considered on daily basis, with greater than 70% of them being user-generated content material. Chinese shoppers interact with a median of eight digital touchpoints earlier than committing to purchase.One of the wonderful advantages of Little Red Book is that worldwide corporations have entry to it, permitting them to capitalize on a direct reference to their viewers. Additionally, Little Red Book permits manufacturers to have interaction and promote to their goal market utilizing a filtering algorithm that tailors content material to customers’ tastes.Advertising in feeds on the app is the most effective technique to attain shoppers. The ideally suited content material is person pleasant and genuine, giving clear causes to work together. A spread of long-form and multimedia, masking a variety of angles dependent on targets and business subjects, works greatest.Little Red Book holds appreciable potential for worldwide manufacturers new to the Chinese market, along with these increasing their current firm base and wanting worthwhile suggestions on their merchandise.Why not be part of Little Red Book’s development? Little Red Book has seen unprecedented development over the previous 5 years, and livestreaming is touted to be the prime pattern in 2021. Whether it’s monitoring client sentiment, conducting popularity administration or nurturing the gross sales funnel, it’s an important channel for entrepreneurs.Whatever business you’re in, it’s unimaginable to disregard this pioneering platform. It’s a key portal for client sharing and looking, and an indispensable one so as to add to your every day marketing combine. Want to discover Little Red Book in additional element? Download our complete in-depth information revealing client journeys and Top 10 Tips for profitable and modern marketing and promoting on this digital market.Rocky Chi is head of planning at Emerging Communications.
