Selling to China: Unleash Your Brand’s Potential with a RED Official Account

By Han Peng

In the Chinese marketing landscape, an increasing number of local Australian businesses have launched official brand accounts on RED (Xiaohongshu) to tap into the vast Chinese consumer market. RED stands tall in the Chinese digital landscape by integrating social media content with e-commerce functionalities. It’s not only a social platform, as RED proudly says, “Here — Desires are ignited, decisions are made, and transactions are completed!” 

This article will delve into the reasons why local businesses in Australia should seize the opportunity to build a brand presence on the RED platform and provide essential guidance to unlock its full potential for your business.   

Firstly, why is RED a necessity for local businesses? Here are three compelling reasons.

Reason 1 – RED Users Are Eager to be “Seeded”

As of September 2023, RED official stats revealed that it boasts 260 million active users. Notably, 85% of these users fall within the youth demographic of 23-38 years of age. While these figures do reflect usage within China, there has been a significant spike in the number of Chinese living in Australia using RED – over 585,000 users are located in Australia.

Users of RED are known for their high engagement levels and strong purchasing power. Particularly among the younger generation, they are willing to spend more money to follow the latest trends. They typically flock to RED with a clear purpose, aiming to ‘explore a better way of life.’

Research underscores this trend, revealing that 46% of users turn to RED to discover new brands and products. It’s become a routine for many to browse through RED whenever they have a spare moment, with the platform serving as an important resource guiding their purchasing decisions. In essence, RED has evolved into an encyclopedia of sorts, shaping the consumption habits of a vast and discerning Chinese audience.

Reason 2 – Content with High “Seeding” Power

As a lifestyle platform, RED has expanded beyond beauty product reviews to nearly all aspects of daily life. This expansion is fueled by its large volume of user-generated content, where users share their firsthand, authentic experiences. Given its predominantly female user demographic, there’s a natural inclination among young Chinese women to share their experiences, further enriching the platform’s content.

Whether you are planning a long-awaited overseas trip, choosing a lifetime wedding ring, finding a new dessert recipe, or preparing for a crucial job interview, scrolling through RED instantly brings you detailed and genuine guides on just about everything. That is why many users consider RED their go-to “lifestyle bible.”

With its wealth of high-quality content and large user base, Australian brands have a prime opportunity to leverage RED as a Chinese marketing tool. By tapping into this dynamic platform, brands can not only attract more attention but also foster deeper understanding and connection with their target Chinese audience. In essence, RED, in Australia, serves as a fertile ground where Australian brands can cultivate meaningful relationships and drive engagement, ultimately leading to greater brand visibility and resonance among Australian Chinese consumers.

Reason 3 – Efficient “Seeding” Community

RED provides a streamlined decision-making journey. Users can discover products, read reviews, and purchase directly through the brand’s official account without leaving the app. This integrated approach not only simplifies the shopping experience but also enhances efficiency and user-friendliness.

Beginning with the introduction of products and launching influencer campaigns, Australian businesses can rapidly disseminate information about their store offerings, promotions, and discounts. By strategically leveraging Chinese influencers to showcase their products and endorse their brand, businesses can capture the attention of potential Chinese customers from various angles.

As users repeatedly encounter the brand and receive recommendations from multiple sources, their familiarity and trust gradually grow. This consistent exposure and positive reinforcement significantly influence their purchasing behaviour, making them more inclined to purchase.

In essence, this multi-pronged approach not only increases brand visibility and awareness within the local Australian Chinese market but also fosters a sense of credibility and trustworthiness among consumers.

Now that we recognise the importance of RED for your business, the next step is to strategically establish your presence and maximise your impact on the platform.

Roadmap for Operating an Official Account on RED

Building an official business account on RED can indeed be a game changer for  your brand’s credibility, exposure, and sales potential in the long term. 

1. Register for a Business Account 

A professional account lays the foundation for brands to engage in effective content marketing on RED. It unlocks essential features such as the ability to create high-quality content, follower engagement tools, topic-based marketing capabilities, etc. Utilising backend data can also help brands adjust their Chinese marketing strategies to optimise performance. 

2. Develop a Consistent Brand Persona

Ensure that your brand account’s profile and content align consistently with your Australian-English brand’s tone and values. Leverage RED’s unique platform features to humanise your brand and make it more relatable to your target Chinese demographic. 

3. Craft High-Quality Content

CHIN’s experience has shown that crafting high-quality posts on RED is a key driver of Chinese marketing success. This requires careful attention to various aspects, including topic selection, content creation, publication timing, and fostering user engagement.

4. Liaise with Chinese Influencers to Target More Audience

Collaborating with influencers is a strategic move to expand your brand’s reach and engage with a broader audience on RED. Identify Chinese influencers whose values and audience align with your brand’s ethos and target demographic. By partnering with influencers, you can leverage their credibility and influence to amplify your brand’s message and product offerings. 

Ready to tap into the thriving Chinese market? Contact our marketing team today for a tailored strategy for your brand account. Email info@chincommunications.com.au or call 1300 792 446.