(Source: https://pltfrm.com.cn)
Introduction
Xiaohongshu has evolved from a shopping guide into China’s most powerful lifestyle branding platform, where aesthetics, authenticity, and community define success. For overseas brands, digital branding here is less about selling and more about becoming part of users’ aspirational identity. These creative expression strategies are helping global names build deep emotional connections with China’s most valuable consumers.
1. Visual Language That Speaks “Xiaohongshu Native”
1.1 Signature Color Palette & Filter System Consistent Aesthetics: Develop a brand-specific filter pack or color grading style that users can apply to their own photos. Implementation: Release limited-edition filters during festivals or collaborations for instant virality. Impact: Users voluntarily turn their personal content into brand advertisements, creating thousands of organic branded posts monthly.
1.2 Layout Grammar Mastery Grid Harmony: Train every visual asset to follow Xiaohongshu’s preferred 3-grid, 9-grid, or magazine-style layouts with generous white space. Technique: Use subtle watermarks, typography hierarchies, and mood-board compositions that feel editorial rather than commercial. Result: Higher save rates (often 5-10× industry average) and stronger algorithmic push.
2. Storytelling Through “Notes” Instead of Ads
2.1 Emotional Micro-Narratives Life-Slice Format: Craft notes that place the product within relatable Chinese life moments—first paycheck shopping, post-breakup self-care, etc. Story Arc: Begin with pain point, introduce discovery, end with transformation and subtle product integration. Engagement: Emotional notes consistently achieve 30-50% higher comment rates than product-focused ones.
2.2 Series and Character Building Brand Personas: Create recurring characters or thematic series (e.g., “A Parisian Girl’s Life in Shanghai”). Continuity: Release episodes weekly to build anticipation and follower loyalty. Outcome: Turns one-time viewers into dedicated community members who self-identify with the brand story.
3. Co-Creation Culture with Users
3.1 Open-Source Brand Assets Template Sharing: Provide downloadable Canva/Procreate templates featuring brand elements for users to customize. Encouragement: Run monthly contests with official reposts as rewards. Virality: Generates exponential UGC while reinforcing brand visual ownership.
Case Study: Glossier’s “Bare Shanghai” Campaign
The American beauty brand launched a Xiaohongshu-exclusive series featuring real Shanghai girls sharing their “no-makeup makeup” routines using only Glossier products. By releasing brand-specific filters and hosting co-creation challenges, the campaign produced over 60,000 user-generated notes in three months, skyrocketed the brand to top 3 imported beauty rankings, and built a 500K+ highly active community—proving that creative empowerment beats traditional advertising on this platform.
Conclusion
Digital branding on Xiaohongshu rewards overseas brands that prioritize visual excellence, emotional storytelling, and genuine co-creation. Those who treat users as collaborators rather than targets will earn lifelong brand advocates in China’s most influential digital space.
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!
