ABOUT RED
⚫ RED (Xiaohongshu) is a popular social commerce platform in China, known as the ‘Chinese Instagram’ that prioritizes content over influencers.
⚫ With rapidly increasing number of UGC posts and brand accounts, it has become a ‘search engine’ and an important platform for brands and influencers to connect with consumers and promote their products.
CONTENT MARKETING
Brand Account
⚫ Brand’s official channel to communicate with followers and consumers.
⚫ Build brand image and a unique lifestyle, emphasizing brand philosophy.
⚫ Interact & engage with users through lucky draws, votes, etc.
⚫ Collect consumer insights for future marketing campaigns.
Influencer Cooperation
⚫ Select influencers on the official marketing platform.
⚫ Co-create scenario-based authentic contents with influencers. Native KOC contents are usually more popular than KOL contents.
⚫ Add action buttons allowing users to further engage with the brand & directly purchase from official store.
⚫ Analyze post performance, review and adjust future influencer & content strategies.
Tags & Key Words
⚫ Tightly link the brand/product with popular trends & key words in both brand account contents & influencer contents.
⚫ Search optimization for gaining better conversions within or outside the platform.
PROMOTIONS & ADVERTISING
'Shutiao' (薯条) - General promotion for non-commercial contents
⚫ Expand influence of brand account posts or sponsored influencer posts with ‘Shutiao’(薯条).
⚫ Choose targets from increasing video plays, post views, post engagements, and followers.
⚫ Simple settings at cost, hours & duration, and target users' demographics.
Posts not applicable for "Shutiao" (薯条):
× Commercial & sales promotional contents.
× Contents directing users to external platforms.
× Poor quality & forbidden contents.
× Exaggerated & false contents.
'Aurora' (聚光) - Precise traffic for commercial contents
⚫ Focused performance ads for marketing & commercial purpose on the official advertising platform ‘Aurora’(聚光) by enterprise accounts only.
⚫ Marketing objectives including products seeding, market share seizing, sales converting, client acquisition, and live-streaming promoting.
⚫ Content feed ads, search ads and smart combinations available.
PROS:
⚫ Higher precision of target audience based on scenarios & platform intelligence.
⚫ Real-time manual/smart budget & bidding adjustment allowing optimized costs & ROAS.
CONS:
× Strict marketing content rules apply.
'Aurora' (聚光) - The new 'Search Direct' (搜索直达) launching 2024
The new search ads can directly:
⚫ Link to the brand’s official RED store.
⚫ Link to the brand’s external ecommerce stores such as Tmall store or JD store.
⚫ Link to privat chats between the brand and the user.
⚫ Link to mobile apps or games downloading.
SALES CONVERSION
Market Insights from 'Lingxi' (灵犀)
⚫ Lingxi(灵犀) is a data system launched by RED providing market insights for brands.
⚫ Brands can use the data for market research, consumer insights, product analysis, social listening, etc. to build strategy.
⚫ With 1400+ segmented labels of 20 kinds of featured lifestyle crowds, brands can better understand consumers by their lifestyles.
Internal & External Sales Conversion
Within RED Platform:
⚫ Selling in brand official store.
⚫ Selling in personal or reseller stores.
External Ecommerce Platforms:
⚫ Search ads redirecting to external ecommerce platforms such as JD, VIPSHOP, Dewu, Qunar.com and Meituan.
⚫ Conversion data traceable since 2024.
Content Commerce
⚫ Product links added to sponsored influencer posts for direct conversion.
⚫ Product links added to any qualified users’ posts that getting free samples from brand store and sharing the product. Any sales for certain % of commission.
Live Commerce
⚫ Cooperate with KOL buyers or celebrity live-streamers to introduce products in their live streams.
⚫ Product links from brand official store pop up during introduction.