(Source: https://pltfrm.com.cn)
Introduction
Xiaohongshu has evolved from a lifestyle-sharing community into China’s most trusted e-commerce platform for beauty, fashion, maternal & baby, and health products. Overseas brands that understand its “content + community + commerce” logic can achieve 10× higher organic reach than on other platforms. Here are the five core strategies we have refined over a decade.
1. Professional KOL + UGC Dual-Track Content
1.1 High-Quality Notes from Top KOLs Invite 10–20 head KOLs to publish in-depth product experience notes (3,000+ words with professional photos). These notes become long-term traffic assets.
1.2 Incentivized UGC Explosion Launch a “real user reward plan” encouraging buyers to post authentic reviews with cash or product rewards, rapidly accumulating thousands of UGC notes.
2. Keyword Optimization & SEO on Xiaohongshu
2.1 Title + Cover + First 100 Words Include core keywords naturally in the same way Google SEO works, because Xiaohongshu’s internal search engine is extremely mature.
2.2 Tag Strategy Use 5–8 accurate tags per note and participate in official topic pages to gain extra exposure.
3. Xiaohongshu Shop + Brand Number Integration
3.1 Zero-Commission Shop Period Take full advantage of Xiaohongshu’s current zero-commission policy for overseas stores to maximize profit.
3.2 Live + Notes Traffic Loop Use weekly brand live broadcasts to guide traffic back to high-performing notes, forming a self-reinforcing cycle.
4. Seasonal & Festival Marketing Calendar
4.1 618, Double 11, Year-End Campaigns Plan content and budget three months in advance, and launch preheating notes 45 days before major festivals.
4.2 Niche Festival Creation Create brand-owned festivals (e.g., “International Sunscreen Day”) to own the category narrative.
Case Study: French Skincare Brand Avène
In 2024, Avène partnered with us to execute a “Sensitive Skin Rescue Plan” on Xiaohongshu. We produced 200+ professional medical-aesthetic notes and 8,000+ real-user UGC posts within 60 days. The campaign achieved 380 million impressions, ranked No.1 in the “sensitive skincare” keyword for six consecutive months, and increased official store GMV by 420%.
Conclusion
Xiaohongshu rewards authentic, high-quality content and precise keyword strategy. Overseas brands that invest in long-term content assets and community trust will dominate their category for years.
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!
