As the global social media landscape continues to evolve, XiaoHongShu (also known as Little Red Book or RedNote) has become one of the most influential platforms for Chinese consumption. It serves as a key source of inspiration, brand discovery, research, and purchasing decisions. For European merchants aiming to engage with Chinese shoppers, XiaoHongShu is more than just a social media app; it is a powerful tool for marketing, user engagement, and targeted advertising.

Reaching High-potential consumers

XiaoHongShu’s user base primarily comprises young, high-spending individuals, with 50% born after 1995 and 35% born after 2000. In total, 90% of users are under age 34. Notably, women dominate this platform, making up over 70% of the user base. This demographic possesses significant spending power and decision-making influence, especially in beauty, fashion, travel, and wellness.

For European businesses, XiaoHongShu provides a direct channel to connect with this group of high-potential consumers, making it an essential platform for reaching young, affluent Chinese shoppers.

Shaping Chinese tourists’ shopping decisions

Chinese tourists constitute a significant customer base for European retailers, and XiaoHongShu has emerged as their preferred platform for travel, shopping, and spending decisions. Travel-related content is one of the fastest-growing categories on XiaoHongShu, with 52% of Chinese international travellers using the platform to research destinations. In May 2024 alone, there were nearly 500 million searches for travel-related content, with outbound travel searches increasing by 107% year-on-year.

When it comes to finding inspiration for outbound travel, XiaoHongShu ranks among the top three, along with Douyin (the Chinese version of TikTok) and WeChat. Before travelling, tourists usually search and research destinations, entertainment, transportation, and accommodation on XiaoHongShu and make decisions based on the sharing of other users, making this platform a crucial tool for Chinese travellers to plan their outbound travels.

Grow with User-Generated Content and algorithms

XiaoHongShu is primarily a user-generated content (UGC) platform, with 90% of its content created by users. This focus allows the platform to better meet users’ needs and preferences, encouraging engagement and inspiring individuals to share their lifestyles and shopping experiences. The platform’s algorithmic recommendations ensure that high-quality content reaches potential consumers organically. As a result, XiaoHongShu serves as a valuable shopping reference for users and provides significant marketing opportunities for brands.

Decoding user´s search behaviour

Over the past year, XiaoHongShu’s search functionality has seen a significant surge in usage. 73% of monthly active users engage in searches, and 90% of these searches are intentional and proactive. Users now actively seek information with specific purchasing or decision-making intent, not just passively browsing recommendations.

In 2024, XiaoHongShu saw continued growth in search volume as users adopted more precise and scenario-based search habits, reflecting a goal-oriented approach to content discovery.

Nearly 50% of searches involved category-related keywords, with a significant rise in specific terms. Users are increasingly focusing on categories instead of just brands. Long-tail searches with over eight words increased by over 70%, and keywords related to demographics and recommendations experienced notable growth.

For travel searches, users planning short-haul trips (under 8 hours) typically start researching 50-60 days in advance. For long-haul trips, they engage with over 300 related posts and finalise their itineraries 7-40 days before departure.

5 key marketing strategies for European businesses on XiaoHongShu

  1. KOL collaboration
    Collaborate with influential Key Opinion Leaders (KOLs) in the travel, beauty, and fashion industries to enhance brand exposure. These KOLs can effectively reach young, affluent Chinese consumers and influence their purchasing decisions, particularly in the travel and lifestyle sectors. Choose prominent bloggers within the target market, such as those focused on European lifestyles or high-end luxury, to perform product reviews or share their experiences.
  2. Targeted travel content
    Focus on creating travel-related content, such as destination guides, seasonal recommendations and offers, and must-visit attractions. Cater to Chinese tourists by offering exclusive deals like VIP or member-only deals, tax-free shopping and highlighting this content during the planning stages of their trips.
  3. Encourage User-Generated Content (UGC)
    Actively encourage customers to share their travel and shopping experiences with your brand and engage with them on the platform. Since XiaoHongShu thrives on UGC, these authentic posts will help build trust and attract more potential buyers within the community.
  4. Leverage XiaoHongShu’s algorithm and keywords layout
    Use the platform’s algorithm to ensure high-quality content reaches the right audience. Create engaging posts that are likely recommended, enhancing visibility and engagement. Incorporate popular keywords in your titles and content, such as “Must-Buy Skincare Products in Paris” or “Recommended Italian Niche Luxury Brands,” to attract user interest.
  5. Timely promotions and holiday offers
    Launch targeted promotions ahead of peak travel seasons to attract early planners while offering last-minute deals for those making last-minute decisions. This keeps your brand visible throughout the travel planning process. Highlight seasonal experiences and take advantage of holiday promotions, like “Double eleven discounts” or “Valentine’s day gift guide,” to enhance visibility during key shopping periods.

Summary:

For European merchants, XiaoHongShu offers aunique opportunity to engage high-spending Chinese consumers throughout their travel planning journey. By focusing on in-depth content, influencer collaborations, andattractive offers, brands canstay visible during key decision-making moments, capturing both early planners and spontaneous travellers.

Ready to connect with high-value Chinese shoppers and boost your sales? Contact us at PayXpert today to get started!

*The acquiring services are managed by PayXpert Spain for European Union and PayXpert Ltd for UK. More details about the products and services offered by PayXpert are accessible via their official website in Spain (www.payxpert.es)