(Source: https://pltfrm.com.cn)
Introduction
Xiaohongshu has emerged as the go-to platform for China’s Gen Z seeking genuine lifestyle inspiration and product discoveries. With its blend of social sharing and e-commerce, it’s where young consumers research overseas brands before purchasing. This article outlines actionable ways to create lifestyle-focused content that builds trust and drives sales among this discerning audience.
- Building Trust with Authentic User-Style Posts
1.1 Notes Format Mastery Real-Life Photography: Use everyday, unfiltered photos rather than studio shots to mimic user-generated content. This honesty resonates with Gen Z’s demand for transparency in overseas brand introductions. Detailed Captions: Write long-form notes sharing personal experiences, pros/cons, and usage tips in conversational Chinese. This educational style positions brands as helpful friends, not sellers.
1.2 Hashtag and Topic Optimization Platform-Specific Tags: Incorporate trending Xiaohongshu hashtags like #日常分享 or #海外好物 to increase discoverability. Strategic tagging ensures content reaches Gen Z browsing for lifestyle recommendations. - Focusing on Niche Lifestyle Integration
2.1 Category-Specific Content Beauty and Fashion Notes: Share step-by-step routines or outfit ideas incorporating products naturally into Chinese daily life. Gen Z values practical, aspirational content that enhances their personal style. Travel and Food Pairings: For overseas brands, highlight how items fit into popular trends like city walks or cafe culture. This contextual placement sparks desire among lifestyle-oriented users.
2.2 Visual Aesthetics Alignment Clean, Minimalist Style: Adopt Xiaohongshu’s signature soft, aesthetic filters and layouts. Consistent branding through subtle logos maintains professionalism while feeling native. - Encouraging Community Interaction
3.1 Q&A and Comment Engagement Prompt Discussions: End notes with open questions to invite user experiences, fostering a sense of community. Active responses from brand accounts build loyalty among Gen Z. Collaboration Notes: Partner with micro-influencers for co-created content, blending perspectives for greater authenticity. - Integrating Seamless E-Commerce
4.1 Shoppable Links Product Tagging: Link directly to Tmall or brand stores within notes for frictionless purchasing. Gen Z appreciates one-stop discovery-to-buy journeys.
Case Study: An Australian Skincare Brand’s Xiaohongshu Success
An overseas skincare brand focused on natural ingredients launched a series of notes titled “Gentle Daily Care for Sensitive Skin.” Posts featured real-user photos, honest reviews of texture and effects, and comparisons to local routines. Collaborating with lifestyle KOCs, the campaign emphasized hydration in polluted urban environments. Results included explosive saves and shares, topping platform searches and driving substantial Tmall sales growth among Gen Z women.
Conclusion
Xiaohongshu rewards overseas brands that prioritize genuine, value-adding lifestyle content over hard sells. By blending education, aesthetics, and community, brands can establish lasting trust with China’s Gen Z consumers.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
