RED Guide

RED (Xiaohongshu) Guide

Table of Contents


With over 174 million monthly active users and a staggering 140,000 brands already registered, RED (Xiaohongshu) has firmly established itself as a social media powerhouse with unparalleled reach. In this comprehensive guide, we invite you to embark on a journey into the heart of RED’s marketing landscape, where we unravel the secrets to harnessing this platform’s unique features and strategies for brand success in China. From understanding its evolution to navigating its dynamic user base, we will equip you with the insights and expertise needed to flourish in this thriving digital ecosystem. 

What is RED (Xiaohongshu)?

RED, also known as Xiaohongshu, is a Chinese social media platform that originated in 2013. Initially launched as a platform for Chinese consumers to discover and purchase overseas products, it has since evolved into a comprehensive lifestyle and e-commerce platform. With over 174 million monthly active users, RED is a thriving community where users share their experiences, lifestyle recommendations and product reviews. The platform allows users to create content using visuals, short text descriptions and emojis. RED offers significant opportunities for brands to engage with a highly active and influential user base.

Why RED Matters for Brands

RED has emerged as a pivotal hub for brands, especially for those desiring a strong foothold in the Chinese market. Offering access to a vast and diverse audience, RED is more than just a platform – it’s a dynamic ecosystem. Its core strengths lie in its innovative features, encompassing everything from user-generated content, influencer partnerships, to e-commerce prospects. As brands navigate this terrain, they recognize that it’s not only about visibility but also about meaningful engagement. With RED’s strong focus on product reviews, it reinforces the direct relationship between user feedback and sales conversions.

Diving deeper into the value proposition of RED:

  • Industry Alignment: It’s particularly favorable for sectors like skincare, fashion, cosmetic, fitness, health, food and many more. The user preferences are tailor-made for these domains.
  • Content Vibrancy: Beyond mere commerce, RED is alive with content. It’s a daily destination for inspiration, encompassing a spectrum of interests from shopping and lifestyle to hands-on tutorials.
  • Strategic Presence: As of January 2023, the sheer number of brands on RED signifies its importance. However, given the 56% dominance by domestic brands, it’s evident that a well-thought-out strategy is essential for differentiation and sustained success.

Getting Started

User Demographics and Behavior

To craft a successful marketing strategy on RED, one needs a comprehensive understanding of its users. Here’s a snapshot:

  • User Profile: The heartbeat of RED is the post-90s urban female and a continuously growing number of young men. Prioritizing quality above all, they are the driving force behind the vast array of product reviews and guides on the platform, showing a marked preference for foreign products.
  • City Distribution: The urban tilt is evident with a staggering 90% of users from first and second-tier cities. Their active involvement goes beyond passive browsing, delving deep into content creation and participation in dynamic discussions.
  • Gender Ratio: RED has been predominantly favored by females, with them making up 68.4% of its users, highlighting the platform’s orientation towards lifestyle, beauty, fashion and food. However, as RED has established itself as a primary social search engine in China, it has seen a growing influx of male users.
  • Age Dynamics: The youthfulness of RED is its strength. A whopping 80% of its user base is under 30, and this demographic not only consumes content but also leans heavily on the platform’s social dimensions, fostering communities centered around mutual interests.

Key Features and Functions

RED is more than just another social media platform; it’s a game-changer in the landscape of Chinese social media. Its distinction lies in its powerful fusion of community-driven content and e-commerce capabilities. It offers users not just a space to socialize, but a holistic experience that encourages discovery and informed purchasing decisions. In recent times, RED has also established itself as a popular social search engine.


Here’s what makes RED a standout platform:

  • Seamless E-Commerce Integration: While other platforms might segregate social interactions and shopping, RED merges them. Its unique ecosystem allows users to find product recommendations, dive into in-depth reviews, and purchase – all without leaving the platform.
  • Targeted Advertising: The platform’s ad system isn’t just broad; it’s precise. Brands can tailor their campaigns to ensure they resonate with the exact audience they aim to engage.
  • Branded Spaces: Through official accounts, brands can carve out their own dedicated space on RED. And with integrated mini-program stores, users enjoy a frictionless transition from discovering a product to buying it.
  • Insightful Analytics: With its advanced data tracking tools, RED offers brands more than raw numbers. It provides insights, painting a comprehensive picture of user behavior, and equipping brands with the information they need to sharpen their strategies.
  • Social Search Engine: RED excels with its text-centric content, positioning it as a formidable rival to conventional search engines. Enhanced by user-generated content, robust community connections and location-centric features, RED is also well indexed by search engines. Users on RED encounter a wealth of information that is easily searchable and highly aligned with their preferences.
  • User Experience Highlights:
    • Engaging Feed: Like its counterparts, RED’s feed is vibrant, offering users a mix of images, text, videos, live streams, and more. But what’s special is its “browsing” feature, a curated space that introduces users to new finds tailored to their tastes.
    • Detailed ‘Notes’: Beyond fleeting posts, RED encourages content depth through its ‘notes.’ These long-form posts are a treasure trove of information for users, and the ability to hyperlink directly to e-commerce pages turns them into potent marketing tools.
    • Social Interactions: At its core, RED thrives on community. Users can engage with content in familiar ways – liking, commenting, sharing, and building connections with others, creating an environment of shared interests and interactions.

RED has redefined the line between socializing and shopping, making it a vital platform for brands and users alike. It’s not just about passive consumption; it’s about active discovery, learning and engagement, all culminating in a holistic user journey.

Marketing Basics

RED Marketing Fundamentals

Marketing on RED is more than just pushing out advertisements; it’s about crafting a narrative that resonates with its discerning users. This platform places high value on authenticity, as its users actively seek content that feels genuine and relatable. Brands should emphasize:

  • Authentic Storytelling: Narratives that echo the brand’s values and essence will captivate RED’s users.
  • User-Generated Content: Leveraging testimonials, reviews, or experiences shared by users boosts brand credibility.
  • Partnerships with KOLs: Aligning with reputable Key Opinion Leaders amplifies reach and taps into their established trust with followers.

Benefits and Limitations

RED’s unique blend of social media and e-commerce offers brands a platform with unparalleled marketing opportunities, particularly for industries that align with its primary user interests. However, just like any platform, it has its strengths and areas of improvement.


  • Trust and Credibility: An official account on RED acts as a stamp of authenticity, cultivating trust among users.
  • Active Engagement: Personal interactions, timely responses, and sharing intriguing content foster deeper connections with customers.
  • Reaching New Audiences: Through RED, brands can access a previously untapped demographic, turning them into brand evangelists.
  • Diverse Content Palette: From video demonstrations to long-form narratives, varied content styles keep users engaged and interested.
  • Optimized Discoverability: Clever keyword use and consistent posting schedules help enhance brand visibility.
  • Amplified Outreach: Sharing RED content on other platforms broadens the brand’s digital footprint.
  • Interactive Campaigns: Initiatives like giveaways capture user attention, driving higher engagement rates.


  • Targeted Demographics: While RED’s user base is massive, it’s particularly concentrated among urban females, potentially narrowing the target audience for some brands.
  • Tracking Challenges: Direct sales conversion tracking is hampered by RED’s restrictions on external linking.


If you need expert advice on how to master RED’s marketing landscape, feel free to contact us.

Content Strategy

Creating Engaging Content

RED demands content that doesn’t just catch the eye, but also resonates with its user’s preferences and sentiments. To captivate RED’s discerning audience, here are some strategies to adopt:

  • Stay Authentic: Overt promotions seldom strike a chord on RED. It’s authenticity, coupled with valuable insights or enjoyable narratives, that truly engages.
  • Embrace Storytelling: Your brand’s story, when told genuinely, can evoke trust and inspire loyalty.
  • Amplify with User Experiences: Amplify your brand narrative by incorporating user testimonials, reviews, or experiences. This not only boosts credibility but also creates an engaging narrative.
  • Forge Influencer Partnerships: Engaging with KOLs amplifies your reach and taps into their trusted follower base.
  • Adopt a Mixed Media Approach: While authentic content is essential, supplementing it with strategic paid promotions, like influencer engagements and native ads, can further enhance brand visibility.

With a content strategy rooted in authenticity, a mix of organic and promoted content, and an emphasis on trending topics, brands can carve a niche on RED. It’s crucial to co-create this content with native speakers familiar with the market, ensuring optimal resonance and effectiveness.


If you need support in creating appealing content, please feel free to contact us.

Leveraging Visuals and SEO

Visual aesthetics and search optimization are paramount on RED. Here’s how to excel:

  • Visual Dynamics: The right imagery, especially in ‘Biji,’ can capture attention instantly. Images that evoke a lifestyle sentiment or resonate with your brand’s essence tend to perform better.
  • Crafting Titles with Impact: Your title should not just attract; it should intrigue. Incorporate trending keywords and craft titles that resonate with your audience’s emotions and interests.
  • Strategically Position Keywords: Beyond the title, embed relevant keywords within content captions and tags. Understand the linguistic nuances of your Chinese audience and use keywords effectively.
  • Interactive Engagement: Boost your brand’s visibility by actively interacting with users and fostering collaborations with RED influencers.
  • Timing is Everything: Understand when your audience is most active. Tailored posting schedules, keeping in mind peak browsing intervals, can enhance content visibility.
  • Deciphering Analytics: Dive deep into RED’s analytics to refine your strategies. Insights into user behavior, ROI metrics, and sentiment analysis will guide your future content approach.
  • Diverse Content Forms: Whether it’s an engaging tutorial, a collaboration, or a series of stories, diversifying your content based on audience preferences is crucial.

Arming your brand with these visual and SEO tactics ensures you not only reach but effectively engage with RED’s vast Chinese audience.

Influencer Collaboration

Leveraging the power of influencers, particularly Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs), is a potent strategy for effective RED marketing. On RED, these influencers hold remarkable influence over consumer perceptions and choices. Here’s a deep dive into influencer collaboration:

Collaborating with KOLs and KOCs

KOLs on RED are distinguished personalities with immense credibility and a dedicated follower base in specific niches. Their influence on consumer choices is undeniable. Here’s how partnering with KOLs can elevate your brand:

  • Trust Building: KOLs are considered industry experts, and their endorsements are taken seriously by Chinese consumers, cementing your brand’s trustworthiness.
  • Precision Targeting: KOLs cater to a specific audience niche, ensuring that your brand message is relayed to a relevant demographic.
  • Content Expertise: KOLs are adept at curating content that resonates deeply with their followers. Whether it’s reviews or engaging stories, they know what clicks.
  • Leverage Pugongying: RED’s official KOL collaboration platform, Pugongying, streamlines the influencer search process based on various criteria.


Engaging with KOCs

KOCs are regular RED users who’ve amassed attention due to their candid reviews and genuine content. While their influence may not match KOLs, their authenticity is a significant draw for many consumers.


The influencer landscape on RED can be intricate and challenging to navigate. Therefore, it’s recommended to collaborate with specialized agencies that can facilitate these partnerships, ensuring effective communication and negotiation of terms for a fruitful cooperation.

Identifying and Engaging Influencers

To ensure a successful influencer collaboration on RED, consider the following:

  • Pugongying, The Official KOL Platform: Through Pugongying, brands can identify influencers based on multiple parameters. However, remember it levies a 10% service fee.
  • Alternative Tools: Platforms like Qiangua offer a broader search spectrum, helping identify influencers based on active follower metrics and genuine engagements.
  • Influencer Seeding: A cost-effective strategy involves offering products to influencers for genuine reviews. This is especially viable for engaging with micro-influencers.
  • Running Influencer Campaigns:
    • Engagement Analysis: Opt for influencers with an engagement ratio exceeding 2%.
    • Establish Authenticity: Prioritize influencers boasting over 50% active followers and minimal zombie followers.
    • Engagement Metrics: Influencers with post engagements surpassing 200 are generally more impactful.
    • Growth Analysis: Influencers with consistent follower growth over the past three months often indicate trending popularity.
    • Demographic Match: Ensure the influencer’s follower demographics align with your target audience.
    • Monitor and Adapt: Tools like Qiangua can help track competitor campaigns, providing insights into top-performing influencers.


Throughout the campaign, keep the content engaging and authentic, aligning it with the influencer’s natural style. Consistently monitor the performance and interact actively with both the influencer and their followers using your official brand account.

Advertising and Promotion

To carve a niche on RED, a keen understanding of its advertising and promotional strategies is paramount. This segment delves into the array of advertising avenues on RED and underscores the vitality of promotions and giveaways.

Understanding RED's Advertising Landscape

While paid advertising on RED can heighten a foreign brand’s visibility, it’s imperative to judiciously blend paid content with organic reach to fortify authenticity and trust. Here’s an outline of the primary advertising options:

Types of RED Ads:

  1. Pop-up Ads: Displayed upon launching the RED app, these can be static or dynamic visuals accompanied by text.
  2. Integrated Ads: Seamlessly woven into the app’s discovery zone, these are clearly demarcated as promotional content.

Targeting Challenges:

  • Unlike platforms such as Instagram, RED’s targeting tools are relatively rudimentary.
  • Options narrow down to approximately 20 interest clusters.
  • The platform offers minimal retargeting and tracking mechanisms.
  • Integration possibilities with other platforms are constrained.
  • There are only three distinct ad formats on RED.

Given these constraints, it’s advisable to channel not more than 15% of your promotional budget into RED ads. Yet, adeptly harnessed, these ads can substantially widen your reach and brand acknowledgment.


Newsfeed Ads Insights:

  • Accessible for both personal and brand profiles.
  • Personal ads, though pricier than brand counterparts, exude a non-commercial aura.
  • CPM rates for brand ads differ across sectors, with fashion being relatively economical.
  • RED boasts robust click-through rates, oscillating between 2% and 5% contingent on the industry.
  • Due to their extensive reach, approximately 70% of your ad spend should target newsfeed ads.

Keyword Search Ads Overview:

  • These ads empower brands to bid on specific keywords for precise targeting.
  • Typically pricier than newsfeed ads, with CPM rates varying per sector.
  • Their inherent traffic constraints make certain keyword-focused campaigns challenging.


If you need assistance with advertising, please feel free to contact us.

Promotions and Giveaways

Promotions and giveaways on RED are stellar tactics to engage users and enhance brand loyalty and recognition.



  • Organizing promotional events can tantalize your audience with enticing rewards or discounts.
  • As freebies are universally cherished, promotions can spike engagements such as shares, comments, or new followers.
  • They can catalyze brand allegiance by cherishing loyal customers.
  • Promotion victors often metamorphose into ardent brand evangelists, amplifying word-of-mouth promotions.



  • These campaigns can bolster brand recognition and solidify follower fidelity.
  • Entrants typically undertake actions like sharing, commenting, or following, fortifying active engagement.
  • Only verified accounts with Business Pro status and a follower base exceeding 1,000 can initiate giveaways.
  • Verification eludes certain entities like NGOs. However, foreign tourism boards can undergo a two-tier verification process.

E-commerce Opportunities

RED serves as a thriving e-commerce hub for brands aspiring to solidify their foothold in the Chinese marketplace. This section navigates through the process of initiating a RED store, augmenting sales conversion rates and leveraging live-streaming for e-commerce triumph.

Launching Your Brand on RED's E-commerce Platform

RED’s e-commerce arena pulsates with consumer-brand interactions, providing a fertile ground for brand proliferation.


Crucial Insights about RED Brand Account and Store:

  • RED has forged alliances with multiple overseas brands, easing their transition into the Chinese domain.
  • To bolster this initiative, it has operationalized overseas storage facilities and state-of-the-art product testing labs.
  • Brand accounts come loaded with features such as tailored pages, content dissemination, concise video segments, and live-streaming avenues.
  • International brands have the latitude to vend products directly via RED’s authorized brand outlets or exclusive brand stores.
  • Both brand accounts and stores can broadcast Professional Generated Content (PGC) to captivate users.


Perks of Activating a Brand Account and Store:

  1. Brand Account for Enhanced Visibility: This platform empowers brands with customization tools, enabling them to broadcast their unique brand essence and cultivate staunch brand aficionados. Authentic content from these accounts often stimulates purchase decisions.
  2. Promotional Notes: Official profiles can usher users into crafting promotional posts, bolstering advertising drives.
  3. In-depth Analytics: Access to granular data metrics lets brands gauge performance and finetune strategies.


Step-by-Step Guide to Establish a Brand Presence on RED:

  • Commence by registering a standard account, tether it to a phone number, and finalize the authentication process.
  • Initiate the brand account application via the Enterprise Portal, submitting the requisite credentials.
  • For a brand store, get on board the merchant settlement system, wrap up the application, and tender necessary documentation.
  • Post-approval, formalize the agreement, remit the stipulated deposits, and undergo mandatory training sessions before store inauguration.


Assessing the Feasibility of a RED Store for Your Brand:

  • Brands with expansive distribution channels might deem a RED store superfluous.
  • Entities with mentions under 5,000 on RED might also steer clear from store creation.
  • Typically, brands flourishing on RED’s platform engage fervently in live-streaming, champion Direct-to-Consumer (D2C) sales models, or aim to pilot their brand in the Chinese arena via a cross-border outlet.

Sales Conversion Enhancement on RED

RED’s integrated e-commerce framework simplifies the shopping trajectory. It’s pivotal to juxtapose its merits against its constraints:


RED’s E-commerce Prowess:

  • Seamless in-app purchases bolster user convenience.
  • It endorses cross-border financial transactions and logistics, catering to brands with offshore business licenses.
  • Economical operations are ensured with a modest 5% platform charge and zero tech fees.
  • Stellar user experience, with an emphasis on purchases via RED live-streaming.


Sales Conversion Dynamics on RED:

  • A chink in RED’s armor is its restrained organic user traffic.
  • A significant user chunk resorts to RED for social engagement and product critiques, often hopping onto other e-commerce platforms for final purchases.
  • However, live-streaming on RED shines as a potent tool to magnify sales conversion rates, with top-tier influencers raking in average order values soaring above other platforms, at around $60 USD.

The Power of Live-streaming on RED

Live-streaming emerges as a pivotal conduit to fuel sales on RED. Despite not dwarfing other mediums, its potency is unmistakable:

  • A staggering 90% of RED’s sales, as per sources, emanate from live-streaming sessions.
  • Live-streaming exhibits prowess in sales conversion, with elite influencers consistently drawing commendable average order volumes.
  • Brands nestled in the cosmetics and skincare domain particularly thrive in the live-streaming ecosystem on RED.


RED is a powerful platform for foreign brands aiming to make a mark in the Chinese market. Throughout this guide, we’ve explored its users, shown you how to create great content, higlighted advertising strategies and unveiled its e-commerce strengths.

Starting your marketing journey on RED requires careful planning, a deep understanding of the platform and the right actions. This is where having the right help makes all the difference. At eTOC, our strength is in helping brands like yours enter and grow in China’s online world.

Every step on RED is a new opportunity. With eTOC by your side, we’ll guide you, making sure your brand connects with RED’s audience. The Chinese market is huge and full of potential. Join hands with eTOC, and together we’ll make the most of what RED has to offer.

Moonie Zhu

Managing Director Europe

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