150 (see the table above). Influencers immediately ignited attention on the new brand by sharing various hot beauty makeup style content, which then created word-of-mouth effects and various customer reviews.The effect also directly showed on Perfect Diary’s sales. Since marketing with Xiaohongshu, sales in Tmall began to rise. On Tmall’s 2018 Double Nine Promotional Day, it became the top volume seller in the indian phone number beauty makeup industry. As of September 11th, 2019, Perfect Diary continues to be loved by many fans in Xiaohongshu, with 1.7M followers on its official account. This is in comparison to global brands such as MAC (173.7K followers), and L’Oreal (176.8K followers).
(referenced from multiple sources: here / here / here)
Key Takeaways of Xiaohongshu
Study and understand the platform.Learn the consumer journey and see how users are playing inside the app. As explained in the introduction article, Xiaohongshu is very different when compared with traditional e-commerce platforms in and outside of China. The strategy that worked on other platforms may not create the same effect.
Remember, Xiaohongshu is a community-based e-commerce platform.Avoid using a traditional push message strategy. Instead, try to construct a strategy that could encourage users to create content on their own. This strategy could increase sales within the app, WOM, etc.
Stay updated with new marketing services and regulations.The app is gaining a lot of attention in and out of China and is being subject to various new e-commerce regulations. What may have worked yesterday might not work today. So make sure to follow-up with the new rules to avoid such situations. However, Xiaohongshu can also be a great place to experiment with upfront digital marketing services in China as it regularly launches and updates new services. Your business can have the chance to become the first successful case story of a new service.
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