How to Grow Your Brand’s Market Share in China with Red

Traditional marketing channels are no longer effective in attracting the attention of Chinese consumers, who have grown increasingly concerned with authenticity. Instead, they turn to influential sources for recommendations. In fact, 81% of people in China who followed at least one influencer say they have purchased the products the influencer endorsed.?

As competition for the Chinese market stirs among international and local brands, to maintain and increase market share brands need to work with successful influential sources who can create localised, high quality content on the social media platforms where their target customers are most active.

Introducing Red: The key ingredient for a successful APAC marketing and communications strategy

Loved by celebrities and popularised by macro (KOL) and micro (KOC) influencers, the Chinese social media platform Red (also known as Little Red Book or Xiaohongshu) is the place for global brands to increase their share of voice in APAC.

Red is best described as the Chinese Instagram with a pinch of Pinterest and is a place where brands can engage with a new generation of shoppers. It’s the place to catch consumers on their pre-purchase journey. Red’s community uses the platform to discover and purchase new brands and products, read reviews, and share the latest lifestyle tips and outfit inspiration.

Last year, Red had more than 150 million active users and its community continues to grow. Most users are Millennial and Gen Z females living in upper-tier Chinese cities as well as Chinese nationals living overseas.

On Red localised, user-generated, content is king so working with influential sources is key to international brands’ success.?

Increase brand discoverability with Red’s powerful search engine

Red is one of the world’s most powerful discoverability platforms. It is essentially a brand and product recommendation engine. Billions of Chinese users are discovering your brand on social media,they discover brands and products on their personalised social feeds recommended by influential third-party sources. As Red’s algorithm is connected to search volume and post engagement, optimising content by keywords is the key ingredient to success.

By partnering with influential sources on Red brands can fast-track their expansion and entry into the Chinese market by increasing brand discoverability through high-quality, localised, keyword optimised content.

Working with influential sources to grow brand affinity and drive commercial impact

There are three main types of influential sources on Red. Loyal customers who started sharing their own content on the platform and developed loyal communities became Red’s first content creators. As the platform gained popularity, influencers from other platforms such as Weibo and WeChat began using Red, as well as local and international celebrities.

Red is effective at engaging consumers at every stage of the buyer journey providing brands with an opportunity to partner with influential sources throughout the different stages. Brands can collaborate with local celebrities and macro influencers for brand campaigns as well as gift products to micro-influencers, a cost-efficient strategy especially important for a brand entering the Chinese market.?

To drive product consideration and sales, brands can capitalise on the strength of China’s live-streaming ecosystem and partner with influencers skilled in this space to engage consumers with live streams and Q&A sessions. Fashion and Beauty brands can also pair their influencer marketing strategies with Red enabled e-commerce shopping experiences.

If you are interested in finding out how we can help increase your brands’ market share in China, book a demo or send us an email at [email protected]

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