Rednote: The Key Catalyst for Successfully Penetrating the Chinese Market

With 400 million monthly active users and 70% of its audience aged 18–35, Rednote (RED) has evolved into China’s premier platform for lifestyle discovery, brand storytelling, and consumer decision-making. For international brands, cracking RED’s code isn’t optional—it’s critical.

Decoding Rednote’s 2024 User Behavior

Who Uses Rednote?

• Gen Z & Millennials: 65% of users are female, with 80% residing in Tier 1–3 cities (Rednote Official Report, 2024).
• High Purchasing Power: 45% have a monthly disposable income exceeding ¥10,000 ($1,380), prioritizing quality and authenticity.

Trending Content Formats in 2024

1. Short Videos (15–60 Seconds): Dominated by unboxings, tutorials, and “get ready with me” clips.
2. AR Filters: Brands like Dior saw a 50% engagement boost using virtual try-ons for lipsticks.
3. Sustainability Content: Posts tagged #零浪费生活 (#ZeroWasteLiving) grew by 120% YoY (RED Trends, 2024).

Building a Winning Rednote Strategy

Step 1: Optimize Your Brand Profile

• Profile Essentials:
  • Name: Use Chinese characters (e.g., “@Florasis花西子” for better searchability).
  • Bio: Highlight USPs like “Clean Beauty” or “Eco-Friendly Fashion” + a CTA (e.g., “Shop Now” with Taobao link).
• Aesthetic Consistency: Luxury brand La Mer uses a minimalist blue-white theme across posts to reinforce premium appeal.

Step 2: Content That Converts

• Educational Posts: Skincare brand Drunk Elephant shares “Ingredient Deep Dives,” driving 200% engagement lift.

• UGC Campaigns: Encourage hashtags like #My[Brand]Story. Sportswear giant Lululemon reposts customer yoga videos, boosting trust.
• Seasonal Campaigns: Align with Chinese festivals (e.g., Lunar New Year gift guides).

Step 3: Leverage Rednote’s Algorithm

• Peak Posting Times: 12–2 PM and 7–9 PM (local time).
• Hashtag Strategy: Combine broad (#SkincareRoutine) and niche tags (#OilySkinSolutions).

Influencer Collaborations

Tiered KOL Partnerships

1. Mega-Influencers (1M+ Followers): For mass reach. Estée Lauder partnered with @深夜徐老师 for a Lancôme serum campaign, generating 10M+ views.
2. Micro-Influencers (10k–100k Followers): Higher engagement. Jewelry brand Pandora saw 15% conversion rates using 50 nano-KOLs.

KOC-Driven Grassplanting

• Case Study: Japanese skincare brand Hada Labo collaborated with 200 KOCs to review its “Gokujyun Lotion,” resulting in 30,000+ UGC posts and a 90% sell-out on Tmall.

Rednote Advertising Tools

1. Spark Ads: Promote organic posts to targeted audiences. Swarovski achieved 5x ROAS using Spark Ads for Valentine’s Day.
2. Search Ads: Bid on keywords like “抗老精华” (anti-aging serum).
3. Challenge Campaigns: Create branded hashtag challenges (e.g., #MyPerfectSummer with Coppertone).

Brands Winning on Rednote in 2024

Florasis: Blending Culture with Commerce

• Strategy:
  • Launched “Oriental Makeup Masterclass” series with KOLs like @李佳琦Austin.
  • Ran a UGC contest (#FlorasisDynastyBeauty), rewarding users with limited-edition palettes.
• Results: 500,000+ new followers and a 300% sales surge in Europe.

Beneunder: Sun Protection Dominance

• Tactic: Partnered with outdoor KOLs to showcase UV-blocking apparel in extreme environments.
• Outcome: 200M+ topic views and 50% revenue growth in Q2 2024 (KR Asia, 2024).

New Balance: Nostalgia Marketing

• Campaign: “574 Legacy” series featuring Gen Z influencers styled in retro fits.
• Impact: 1.2M engagements and a 40% increase in sneaker sales (Campaign China, 2024).

Conclusion: Rednote in 2025 – Adapt or Get Left Behind

To thrive on Rednote (Xiaohongshu), brands must prioritize authenticity, leverage micro-influencers, and harness AR/SEO tools. With 68% of Chinese consumers discovering brands via Rednote, the platform remains non-negotiable for market entry.