‘Are you on Xiaohongshu?’ More brands take to Chinese social media platform to woo mainland Chinese shoppers in Singapore
But mastering the platform requires different strategies; brands that engage in false or exaggerated advertising claims could be banned
Add BT as a preferred source
DeeperDive is a beta AI feature. Refer to full articles for the facts.
MORE Singapore retail brands are hopping onto Chinese social media platform Xiaohongshu to woo both mainland Chinese tourists and Chinese nationals based in the Republic. Some businesses work with digital marketing agencies to tailor content strategies to the app, or engage influencers on the platform.
Xiaohongshu – which translates to “little red book” – is among China’s fastest-growing social media and e-commerce apps, with over 300 million monthly active users. Founded in 2013, it has been compared to Instagram, with user-created fashion, beauty, lifestyle and travel content.
Retail players and observers told The Business Times that the platform is popular with the Chinese-speaking community in South-east Asia too, particularly Malaysian Chinese.
Decoding Asia newsletter: your guide to navigating Asia in a new global order. Sign up here to get Decoding Asia newsletter. Delivered to your inbox. Free.
Copyright SPH Media. All rights reserved.
TRENDING NOW
‘Boring’ is the new black: The stars are aligning for a Singapore stock market revival
Near sell-out launches in March boost developer sales to 1,300 units after four slow months
China pips the US if Asean is forced to choose, but analysts warn against reading it like a sports result
Genting Singapore’s Lim Kok Thay receives S$7.5 million pay package for FY2025
