{"id":1847,"date":"2021-11-30T17:03:03","date_gmt":"2021-11-30T06:03:03","guid":{"rendered":"https:\/\/brandcatalyser.com\/?p=1847"},"modified":"2021-11-30T17:05:42","modified_gmt":"2021-11-30T06:05:42","slug":"little-red-book-marketing-services-in-china-southeast-asia","status":"publish","type":"post","link":"https:\/\/brandcatalyser.com\/cnmarket\/little-red-book-marketing-services-in-china-southeast-asia\/","title":{"rendered":"Little Red Book Marketing Services in China & Southeast Asia"},"content":{"rendered":"\t\t
Word count: 1207<\/span><\/i><\/p> \u00a0<\/span><\/p> If Chinese consumers can only choose one app for product-related information, it will be Little Red Book.\u00a0<\/span><\/p> This user-generated content and eCommerce platform has been dominating the consumer online community. Nascent brands such as Perfect Diary successfully gained their initial momentum solely relying on Little Red Book. How can your brand replicate their Little Red Book marketing success?<\/span><\/p> \u00a0<\/span><\/p> The Chinese name of the platform, \u5c0f\u7ea2\u4e66, can be literally translated as Little Red Book. Also known as RED or Xiaohongshu, the platform has no opposite number in the West.<\/span><\/p> At the core of Little Red Book, it is a place for consumers to share their product and brand experience. Consumers, especially young females, use Little Red Book to gather, consume and post product-related content throughout their consumer journey – namely, seed (\u79cd\u8349), grow (\u957f\u8349) and weed (\u62d4\u8349) in Chinese slang.\u00a0 This makes Little Red Book the most trusted platform for product search and reviews.\u00a0\u00a0<\/span><\/p> Stemming from this core, Little Red Book has proliferated into a Key Opinion Leader (aka influencer) community and an eCommerce platform. It is no surprise that fashion and beauty bloggers can obtain much greater popularity on Little Red Book. The nature of the user behaviour favours authentic and detailed product reviews from KOLs. Celebrities, mega KOLs, and even industry experts have migrated to Little Red Book to build their online profile.<\/span><\/p> \u00a0<\/span><\/p> One year after the launch of Little Red Book, in 2014, Little Red Book has added an eCommerce component. Now, verified accounts can open their own Little Red Book store and capitalise on their followings. By 2021, Little Red Book starts to allow personal stores, encouraging users with personal accounts to open their own commerce site.<\/span><\/p> \u00a0<\/span><\/p> Combining its rich vault of user content, a plethora of KOLs and integrated eCommerce function, Little Red Book provides ammunition to marketers for exceptional marketing results. No wonder that most major brands have landed on the platform, from international luxury brands to local emerging stars.\u00a0<\/span><\/p> \u00a0<\/span><\/p> To parse the exact commercial benefit of Little Red Book, let\u2019s take a deep dive into the following aspects:<\/span><\/p> Consumers know Little Red Book owns countless product and brand recommendations, evaluations, testings, reviews and tutorials. Therefore, Chinese consumers have formed the unconscious habit of using Little Red Book as a search engine for products and brands.<\/span><\/p> \u00a0<\/span><\/p> This search action can happen at any stage of the consumer journey. Yet, the content that one looks for varies based on the objective. Brands can design and publish quality content that serve the needs of each stage, in order to increase the likelihood of purchase.<\/span><\/p> When the consumer notices a problem that they want to solve with a product, they\u2019d simply search on Little Red Book with the question. For example, the question \u201chow to treat sensitive skin\u201d has 500k search results, scattered with branded content.<\/span><\/p> Say one has already grown interested in a few products, how shall they choose? Thanks to the abundant product evaluation and testing content on Little Red Book, consumers can often find the answer on the platform. This is the key content angle that brands can adopt to persuade purchases.<\/span><\/p> \u00a0<\/span><\/p> Brands can also produce product usage tutorials and tips, catering to existing customers. In this way, you can reduce any regret or confusion for a more satisfactory product experience.\u00a0<\/span><\/p> \u00a0<\/span><\/p> With the rise of digital channels, marketers should quit to deliver monologues TO the target audience, but engage WITH them. Little Red Book is the ideal platform for brands to be a part of the latest conversation among active users.<\/span><\/p> \u00a0<\/span><\/p> Thanks to the hashtag functions and smart algorithms, users and brands can easily find a related community. Based on the user behaviour, the user community can be dissected into \u201cpowerful KOLs\u201d, \u201cactive engagers\u201d and \u201cpassive audience\u201d. Knowing how to interact with each one of them is crucial for brands.<\/span><\/p> Firstly, you should never ignore the influences that KOLs can pose on consumer decisions, especially on Little Red Book. With the use of KOL collaboration, brands are able to garner awareness, educate effectively, and motivate purchases.\u00a0<\/span><\/p>What is Little Red Book?<\/b><\/h2>
Why is Little Red Book important for your business?<\/b><\/h2>
1\/ As a search engine<\/b><\/h4>
2\/ As a user community<\/b><\/h4>