小红书营销指南英文版51页.pdf

Your Guide To XiaoHongShu Published by Elaine Wong, Lauren Hallanan, and Miro Li 3 December 2018 Why We Created This Report Despite Xiaohongshu generating a lot of buzz in 2018, most of the English language content (and even much of the Chinese language content) continues to give a macro, high-level view of the platform with very few specifics. Why that is, we’re not sure, but there is clearly a need for a more in-depth explanation because, to be frank, most people still don’t truly understand the platform. So we took it upon ourselves to create this guide. Throughout this year we’ve observed that many brands feel lost and unsure when it comes to marketing on Xiaohongshu. That’s understandable based on the fact that it is a highly localized and comparatively new platform and most lack the experience using it. As a result, they fail to grasp what sets it apart, what makes it tick. In this report we attempt to explain what makes Xiaohongshu distinct, why the platform has become popular, and how to create the right style of content for the platform. If you have any questions, please feel free to reach out, our contact information is located at the end of the report! What is Xiaohongshu? Xiaohongshu () also known as “Little Red Book” or “RED” is one of the largest and fastest growing social e- commerce apps in China. Xiaohongshu describes itself as “a sharing platform for young peoples lifestyles through deep-rooted UGC shopping sharing community The platform is designed to help users discover and purchase products, share recommendations, and provide helpful tips. Users often go on Xiaohongshu to investigate products and look for in-depth reviews and tutorials created by other users. Think of Xiaohongshu as a combination of Instagram and Pinterest. Just like both platforms, you can save posts you like, interact with content and othe