Xiaohongshu (Little Red Book), as one of the most beloved social media platforms among Chinese youth, has successfully tapped into the increasingly segmented consumption demands and emerging trends among the younger generation.
With a staggering 260 million monthly active users, 70% of whom are post-90s (born in the 1990s), and half of them residing in first and second-tier cities in China, Xiaohongshu has become a significant player of the FMCG economy. User-generated content (UGC) constitutes 90% of the platform’s total content.
Xiaohongshu, with its decentralized content model, has deeply penetrated the psyche of the Chinese consumers. It has evolved into a crucial social media platform for understanding the consumption and lifestyle trends of the younger generation. Therefore, Xiaohongshu proposes to use CNY marketing as the first battle of the brand’s marketing strategy in 2024.
CNY Marketing on Xiaohongshu: Trends and Strategies in the FMCG Industry
Xiaohongshu CNY marketing refers to brand promotion activities conducted on the platform during the traditional Chinese New Year.
In the context of traditional Chinese festivals, the Spring Festival is the only holiday that encompasses all social relationships. During the Xiaohongshu FMCG industry’s CNY marketing conference, it was emphasized that brand marketing strategies are increasingly focusing on CNY marketing. The goal is to deeply engage users through creativity, emotional resonance, and interactive experiences, leveraging the Chinese New Year theme to enhance brand exposure and influence.
This mainly solves the problem of insufficient awareness of many FMCG brands in terms of Chinese festival promotions. Additionally, Xiaohongshu places emphasis on the high exposure and volume demands during the Spring Festival, strategically integrating brand products into the lifestyles of users by creating online and offline marketing scenarios.
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Advantages of Xiaohongshu CNY Marketing Strategy: Emotional Resonance and Customization
Emotional resonance and customization will be the key focus of brand marketing and promotion in the Chinese market in 2024, catering to the diverse needs of the Chinese younger consumers. For fast-moving consumer goods (FMCG) brands, it is noteworthy that combining traditional customs with trendy elements presents a significant challenge for brands seeking to provide a fresh experience for consumers.
During the Chinese New Year, a festival filled with auspicious elements, brands can integrate their products with Chinese elements through various means such as packaging, peripheral products, and advertising. In the Year of the Dragon in 2024, brands can incorporate dragon totems and other Chinese traditional elements into product design and packaging to align with the preferences of Chinese consumers.
On mainstream social media platforms in China, there is a growing trend among young people to seek a sense of ritual. They desire to enhance their emotional experiences through rituals, especially during collective celebrations like the Spring Festival. Brands, in their digital marketing efforts, should actively respond to this trend pursued by young consumers.
Xiaohongshu’s CNY marketing strategy perfectly captures the emotional consumption needs of the younger generation. Leveraging the interactive feature of social media platforms, brands can initiate engaging topic activities, inviting users to share their festive moments and interact with the brand. This participatory marketing not only increases brand awareness among young people but also establishes a closer emotional connection between the brand and its users.
In general, brands in digital marketing are capturing the trend of young people seeking the emotional resonance, integrating the brand into the emotional world of the youth through creativity, participation, and interaction, achieving a deeper level of user connection.
As experienced digital marketing experts, STAiiRS can promptly acquire the latest developments in the Chinese digital marketing field. If you have any questions or needs, feel free to contact us. We will tailor a customized digital marketing solution to help you successfully enter the Chinese market.