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MegaMode: Little Red Book (Xiaohongshu) Marketing

Overview

To promote our brand to Chinese-speaking clients in Melbourne, I manage MegaMode’s Xiaohongshu (aka Little Red Book), one of China’s most popular social media platforms, creating marketing content and communicating with clients on the platform in Mandarin & Simplified Chinese.

  • Brand

  • Role

  • Year

  • Platform

  • MegaMode

  • Social Media Coordinator

  • 2022-2023

  • Little Red Book (Xiaohongshu)

About Little Red Book

What is Xiaohongshu (aka Little Red Book / 小紅書)?

Being one of the most popular social media platforms in Mainland China, Xiaohongshu (aka Little Red Book) is a powerful marketing tool that allows local businesses to easily create and share visually appealing, user-centred content with and promote their products and services to Chinese-speaking audiences. Little Red Book users can find topics they are interested in by searching content hashtags in the search engine and recommendation algorithm, and engage with brands using the application’s built-in comment and messaging systems.

Target Audience

Little Red Book’s target demographic is mostly urban women aged 18 to 35 years old with a medium to high disposable income. They are highly active on the app as they look for reviews and recommendations of local products, services and experiences they are interested in, especially luxury fashion, beauty and fitness. They represent the specific group of people MegaMode wants to reach with its marketing messages. Hence, MegaMode leverages Little Red Book to reach potential clients based in Melbourne and grow the business.

Click the image to visit MegaMode's Little Red Book

Little red book marketing strategy

Challenges in settling Little Red Book as a third-party business

The procedure of starting a business account on Little Red Book is complicated and a Chinese netizen will be needed in the process. Businesses will also need to submit their company information, certification of incorporation, financial information and brand information for an application.

Due to the complexity of the procedure and challenges in fulfilling the official requirements, MegaMode, like many other local businesses, has skipped the registration process and is delivering marketing messages as a personal account instead.

MegaMode Little Red Book Content Strategy

However, I have to comply with Little Red Book community guidelines in order to promote our products and services or our account might be banned or removed. For example, I can’t put any QR codes or links nor mention other social media platforms like WeChat on the posts. I have to direct clients to MegaMode’s WeChat for further enquiries and purchases and use “WX” (meaning: Weixin) or “WC” (meaning: WeChat) to avoid the censorship of the platform.

My knowledge and experience in Little Red Book marketing will be a valuable asset to your company in connecting with Chinese customers.

Limited-time new client offer

To attract new Chinese customers to try out our classes, we offered a limit-time discount on our New Client Offer class pack on Little Red Book in February 2023. The campaign successfully created a sense of urgency to purchase the class pack and generated more than 15 sales. 

Others

I created video contents to promote MegaMode Winter Credits campaign, the 6×4 Spring Challenge and the newly added MegaCOMBO classes on Little Red Book.

More projects