In today’s digital era—where every second counts and consumers expect instant, personalized answers—artificial intelligence (AI) is redefining the rules of online communication. Indeed, AI and marketing seem to have become increasingly intertwined in recent years.  Once at the heart of all human interactions with communities, community managers now share their role with powerful AI tools that automate, assist, and sometimes replace some of their responsibilities. But how is this transformation unfolding in practice? What are its benefits, limitations, and implications for brands, users, and multilingual communication specialists such as HI-COM?

AI at the Core of Modern Community Management

Traditionally, the role of a community manager involved content creation, audience engagement, crisis management, and performance analysis. Today, much of this work can be partially or entirely automated through AI.

Chatbots—virtual assistants capable of holding conversations in natural language—have become pioneers in this shift. They answer FAQs, guide users to the right services, and operate 24/7. Behind the scenes, more advanced AI tools analyze sentiment, predict trending topics, and suggest optimal posting times.

This automation allows community managers to focus on strategy, creativity, and complex cases requiring a human touch – saving valuable time, especially in international or multilingual contexts.

The Power of Large-Scale Personalization

What makes AI particularly powerful in community management is its ability to personalize interactions at scale. By analyzing behavioral and conversational data, AI tools can adapt tone, style, and content accordingly.

For instance, a user who frequently visits an online baby store might receive tailored product suggestions, targeted messages, or exclusive discounts—automatically delivered by a bot. This level of personalization significantly improves user experience, increases loyalty, and boosts conversion rates.

For global companies, multilingual bots play a vital role. Solutions like those offered by HI-COM combine AI-driven conversational bots with high-quality, contextualized translations to ensure linguistic accuracy in every language.

Bots and AI on Websites: Global Assistance, Real-Time Support

AI’s impact goes beyond social media. On websites, intelligent bots serve as digital assistants. They guide visitors, answer questions in real time, suggest products, and facilitate navigation.

On an e-commerce platform, for example, an AI chatbot can handle the entire conversion funnel—from product selection to payment assistance and order tracking. By analyzing user behavior, these assistants adapt their messaging to meet individual needs.

From a UX perspective, this reduces bounce rates and increases time spent on site—key indicators for SEO and overall site performance. Platforms like Intercom, Drift, or Zendesk leverage AI to automate up to 80% of customer service responses.

Case Study 1: B&B Hotels – AI as Internal and External Support

B&B Hotels, a budget hotel chain, provides a compelling example of AI’s dual role. In collaboration with Crisp and Google Dialogflow, the brand launched an intelligent assistant for both customer-facing service and internal hotel management support.

This chatbot draws from a centralized knowledge base to answer queries about reservations, cancellation policies, current offers, and logistics. The result? Significant time-savings for staff and faster, more consistent service for guests.

Case Study 2: H&M and the Smart Handling of Peak Traffic

Faced with major seasonal surges, global fashion retailer H&M turned to AI to streamline its customer service. A chatbot was introduced to manage routine inquiries such as product returns, item availability, and delivery times.

Using machine learning, the bot has refined its responses over time. H&M successfully reduced average response times and maintained high customer satisfaction levels—even during high-traffic periods.

Limits and Ethical Considerations

Despite its many advantages, AI in community management also raises important questions. Transparency is key: users must know when they are interacting with a machine. The European Union is actively working on AI legislation to ensure traceability and data privacy.

Another challenge is managing sensitive cases. A bot cannot display empathy or defuse a crisis like an experienced human can. Automation should not replace human involvement but rather support it intelligently.

For multilingual companies, the quality of machine translations is also a concern. This is where specialists like HI-COM add real value—ensuring consistent terminology, cultural nuance, and linguistic fluency where bots often fall short.

AI and Translation Professions: Competitors or Allies?

At first glance, AI might seem to threaten traditional translation and interpretation roles. But in reality, it’s a powerful ally when well managed. AI can pre-translate content, which human translators then refine with accuracy and nuance. This synergy is especially useful in multilingual community management, where even automated messages must reflect local culture and linguistic precision.

Conclusion: AI for More Agile Communication

AI’s integration into community management represents a natural evolution in brand–consumer relationships. Far from replacing humans entirely, AI is becoming a strategic co-pilot—capable of managing urgency, ensuring round-the-clock presence, and delivering a level of personalization previously difficult to achieve at scale.

In a globalized world, this transformation can only succeed when paired with clear, consistent, and multilingual communication. The true power of this digital shift lies in the synergy between AI, human expertise, and linguistic know-how—precisely the value that companies like HI-COM bring to the table.

Influencer marketing in China has undergone a significant transformation in recent years, shifting from collaborations with celebrities to the engagement of micro-influencers, also known as Grassroots KOLs (Key Opinion Leaders). These individuals, while less famous, are playing an increasingly central role in brands’ marketing strategies. This evolution raises an important question: why are these everyday micro-influencers now perceived as more influential than traditional celebrities?

Authenticity at the Heart of Influence

One of the main reasons for the effectiveness of micro-influencers lies in their authenticity. Unlike celebrities, who are often perceived as distant from consumers’ daily lives, micro-influencers share genuine experiences and honest opinions about products or services they actually use. This closeness creates a relationship of trust with their audience, making their recommendations more credible and impactful. For example, on platforms like Xiaohongshu (Little Red Book), 73% of users are micro-influencers, sharing honest and detailed reviews on various products, which strengthens consumer confidence in these recommendations.

This authenticity is particularly valued in a context where consumers are increasingly skeptical of traditional advertising. Micro-influencers, as ordinary people sharing their daily experiences, offer a more relatable and honest perspective, making them more accessible and trustworthy in the eyes of their audience.

Higher Engagement Rates

Although their audiences are smaller, micro-influencers can often generate higher engagement rates than celebrities. Their community, while less extensive, is generally more active and receptive to their messages. This increased interaction translates into better organic reach and a deeper influence on purchasing decisions. For example, a study has shown that micro-influencers on Xiaohongshu, with engaged communities, have a significant impact on their followers’ purchasing decisions.

This ability to generate high engagement is crucial for brands, as it often results in higher conversion rates and increased customer loyalty. Regular interactions between micro-influencers and their audience foster trust and loyalty, which can lead to more effective promotion of products or services.

The Power of Niche Audiences

Micro-influencers excel in specific fields, allowing them to reach targeted audiences with particular interests. This specialization offers brands the opportunity to communicate more precisely and relevantly, increasing the effectiveness of their marketing campaigns. For instance, on Xiaohongshu, micro-influencers often focus on niches such as beauty, fashion, or fitness, providing brands with an ideal platform to engage with specific market segments.

This ability to target specific niches is particularly beneficial for brands seeking to reach precise market segments. By collaborating with specialized micro-influencers, companies can tailor their marketing messages to meet the specific needs and preferences of these audiences, increasing the relevance and effectiveness of their campaigns.

A Cost-Effective Investment

Collaborating with micro-influencers is generally more economical than partnering with celebrities. This approach allows brands, particularly small and medium-sized enterprises, to maximize their return on investment while benefiting from authentic and targeted promotion. For example, on platforms like Douyin (the Chinese version of TikTok), micro-influencers offer brands increased visibility without requiring expensive marketing budgets.

This cost-effectiveness is particularly important in a context where marketing budgets may be limited. By collaborating with micro-influencers, brands can effectively reach their target audience without incurring excessive expenses, which is essential for optimizing resources and maximizing the impact of marketing campaigns.

Who Are These Micro-Influencers in China?

Several Chinese micro-influencers have managed to successfully illustrate the effectiveness of this marketing approach, including:

• Li Ziqi – Originally from Sichuan province, Li Ziqi is known for her videos showcasing traditional Chinese culture and a rural lifestyle. She shares tutorials on cooking, crafts, and agriculture, captivating a large audience in China and internationally. Her authentic and aesthetic content has led to collaborations with various brands and the creation of her own product line.

• Papi Jiang – Comedian and video creator Papi Jiang is famous for her satirical takes on daily life in China. Her humor and ability to address sensitive topics lightly have earned her immense popularity on Chinese social media. She has partnered with several brands for advertising campaigns, using her influence to promote various products and services.

• Mr. Bags (Tao Liang) – Specializing in luxury handbags, Mr. Bags shares insights and reviews on the latest fashion trends. His expertise and influence in the fashion industry have led to collaborations with luxury brands such as Givenchy and Longchamp, for whom he has designed limited-edition collections.

These examples demonstrate how individuals, through their authenticity and expertise in specific niches, can become influential figures, sometimes surpassing the impact of traditional celebrities.

The Impact of Digital Platforms

Digital platforms play a key role in the success of micro-influencers in China. Apps like Xiaohongshu, Douyin, and Weibo have transformed how consumers interact with brands. These platforms allow users to discover new products through authentic recommendations based on the personal experiences of micro-influencers. Xiaohongshu, for example, is a platform where consumers, primarily young and urban, seek reviews and advice before making a purchase. The interactive nature of these platforms fosters stronger engagement, as users can comment, ask questions, and share their own experiences, further amplifying the impact of micro-influencers.

The rise of live streaming has also amplified the influence of Grassroots KOLs. In China, live commerce has become a booming industry, generating billions of yuan in sales. Micro-influencers leverage this technique to showcase products in real-time, answer consumer questions, and create a sense of urgency that encourages purchases. Douyin and Kuaishou, two of the most popular short-video platforms, have integrated live shopping features, enabling influencers to sell directly to consumers while maintaining an authentic connection with their audience.

Conclusion

Grassroots KOLs play an essential role in China’s current marketing landscape. Their authenticity, ability to engage specific communities, and financial accessibility make them valuable partners for brands looking to build deep and meaningful relationships with consumers. Unlike celebrities, who often address a broader but less engaged audience, micro-influencers create a direct bond with their followers, genuinely influencing their purchasing decisions.

The rise of social platforms and live commerce has strengthened their impact, offering brands new opportunities to reach their target audience in a more organic and effective way. As consumer trust becomes a key factor in marketing strategies, micro-influencers appear as the best alternative to traditional celebrity-led campaigns. Investing in Grassroots KOLs is no longer an option but a necessity for brands that want to make a name for themselves in the Chinese market.

Micro-videos, also known as “snack content,” have experienced a massive surge in popularity in China. These short-format videos, ranging from a few seconds to a couple of minutes, captivate millions of users daily. Their success lies in their ability to grab attention instantly and adapt to the ultra-fast digital consumption habits of Chinese audiences. This trend presents brands with a unique opportunity to connect with their target audience in an innovative and effective way.

The Rise of Micro-Videos in China

In China, micro-videos have transformed the way people consume content. Platforms like Douyin (the Chinese version of TikTok) and Kuaishou dominate the market, providing users with an endless stream of engaging short videos. These apps use advanced algorithms to personalize content, maximizing user engagement.

Today, Douyin has over 600 million daily active users, while Kuaishou records more than 300 million daily active users. These numbers highlight the growing enthusiasm for this quick and immersive format. The popularity of micro-videos is also driven by their diversity: from viral challenges and tutorials to storytelling and live shopping, they cover a vast range of topics that appeal to different audiences.

Why Are Micro-Videos So Popular?

Several factors explain the rapid rise of micro-videos in China. First, they are perfectly suited for mobile consumption. Since most Chinese internet users access content via smartphones, short videos allow them to consume content anytime, anywhere. Second, platforms use sophisticated algorithms to recommend videos based on each user’s preferences, creating a highly personalized and addictive experience.

Social interaction also plays a key role in their success. Users can comment, share, and even engage directly with creators through commented or video replies. This participatory aspect fosters a strong sense of community and engagement. Lastly, the ease of creating content is another major factor. With built-in tools offered by Douyin and Kuaishou, anyone can create dynamic and visually appealing videos without advanced technical skills.

How Can Brands Leverage Snack Content?

Brands looking to establish a strong presence in China must integrate micro-videos into their marketing strategy. One effective approach is collaborating with micro-influencers. In China, these influencers may have smaller followings than celebrities, but their relationship with their audience is much more authentic. This allows brands to reach niche markets and gain credibility. Studies show that 82% of consumers are more likely to trust recommendations from micro-influencers, making them a powerful marketing tool.

Creating native and authentic content is also essential. Chinese consumers appreciate videos that resonate with their daily lives and tend to reject overly intrusive advertising. To capture their attention, a cosmetics brand, for example, could publish makeup tutorials or beauty tips that seamlessly integrate its products into the content.

Viral trends and challenges present another opportunity for brands. On Douyin and Kuaishou, challenges are a major driver of engagement. By participating in these trends, brands can increase their visibility and embed themselves into China’s digital culture. However, it is crucial to ensure that the chosen challenge aligns with the brand’s values to maintain consistency.

Live shopping is another game-changer. By combining real-time streaming with e-commerce, it allows brands to showcase their products while directly interacting with consumers. This format has seen exponential growth in China, particularly during major events like Single’s Day, generating record-breaking sales.

Finally, in-feed advertising – sponsored ads that appear naturally within users’ video feeds – is an excellent way to capture attention. These ads must be dynamic, engaging, and aligned with the platform’s visual aesthetics to maximize impact. Using trending music, eye-catching visuals, and clear messaging can significantly boost their effectiveness.

Case Studies: Brands That Have Successfully Used Micro-Videos

Several international brands have successfully leveraged snack content to thrive in the Chinese market.

Lancôme, for example, collaborated with local influencers to launch beauty challenges on Douyin. These campaigns generated millions of views and significantly boosted the brand’s online sales.

Oreo also capitalized on this trend by launching a series of creative recipe videos on Kuaishou featuring its famous cookies. This approach increased consumer engagement and drove higher sales.

Nike took advantage of live shopping by hosting real-time product launch events with exclusive offers for viewers. This strategy created a sense of urgency and exclusivity, prompting consumers to make immediate purchases.

Challenges Brands Must Overcome

Despite the many opportunities, brands must also navigate certain challenges when entering the micro-video space. Competition on these platforms is fierce, meaning companies must be highly creative to stand out. Producing impactful and original content is essential to capturing users’ attention.

Chinese regulations present another challenge. The government closely monitors online content, and brands must ensure their videos comply with local guidelines to avoid censorship or penalties. This requires a thorough understanding of the rules and careful adaptation of messaging.

Finally, brands must be mindful of cultural preferences. A poorly interpreted message or an inappropriate campaign can quickly backfire. Working with local market experts or specialized agencies can be a major asset for avoiding potential pitfalls.

Conclusion

Snack content is revolutionizing the way Chinese consumers interact with brands. With short, engaging formats tailored for mobile consumption, micro-videos provide an unparalleled opportunity to attract and retain a massive audience. By adopting the right strategies – partnering with influencers, creating authentic content, participating in trends, and leveraging live shopping – brands can maximize their impact in the Chinese market and significantly boost their visibility.

In a world where digital influence now plays such a pivotal role, Hi-COM, expert in translation, interpreting and digital marketing, has once again demonstrated its know-how by collaborating with luxury real estate brand Binghatti. At the prestigious Luxury Property Show (LPS) in Shanghai, the company implemented a bold strategy, integrating five of China’s most prominent influencers to promote Binghatti’s presence. Let’s find out how KOLs and luxury real estate came together on this occasion.

A Prestigious Collaboration

Binghatti, a renowned developer based in Dubai, is known for its real estate projects combining bold design and innovation. The developer is also known for its prestigious partnerships with other brands such as Mercedes and Bugatti. Looking to make its mark at LPS Shanghai, an event that attracts wealthy investors and international buyers, Binghatti called on Hi-COM to extend its reach to Chinese customers.

In response to this challenge, Hi-COM selected five popular Chinese influencers, also known as Key Opinion Leaders (KOLs), to create engaging and memorable interactions during the event. These KOLs, experts in lifestyle, travel and real estate, shared their experiences live on their social media platforms, generating high engagement and attracting a large online audience.

These influencers included big names in the industry such as 乃提 (Nǎi Tí), 纳哥房产(Nà Gē Fáng Chǎn), 财富论(Cái Fù Lùn) and 晋公子(Jìn Gōng Zǐ), all of whom came to promote luxury real estate in Shanghai.

Strategic impact

Integrating KOLs into a marketing strategy is no accident. In China, where consumers rely heavily on influencer recommendations, such an approach has proven to be particularly effective. Thanks to this campaign, Binghatti not only benefited from increased visibility, but also strengthened its brand image with Chinese investors.

KOLs showcased Binghatti’s iconic properties through immersive videos, carefully staged photos and captivating storytelling. This content projected viewers into the brand’s luxurious world, while highlighting its innovative projects located in the heart of Dubai.

Collaborative success

Hi-COM attributes this success to its dedicated creative team, able to combine local expertise with international communication strategies. This project perfectly illustrates the company’s collaborative approach, where every detail is thought through to maximize the impact of marketing campaigns.

In addition to selecting the influencers, Hi-COM meticulously monitored the campaign, guaranteeing measurable results for Binghatti. The company has thus reinforced its role as an essential bridge between international brands and the Chinese market.

A Marketing Approach in Full Swing

Hi-COM’s experience at LPS Shanghai underlines the growing importance of KOLs in marketing strategies in China. In a context where consumers are constantly seeking authenticity and personal connection, working with influencers is proving to be a powerful lever for brands seeking to set themselves apart from the crowd.

By collaborating with Binghatti, Hi-COM has once again confirmed its expertise in supporting international brands on the Chinese market. This campaign demonstrates how a bold, personalized approach can transform a local event into a global opportunity.

With campaigns such as this one for Binghatti, Hi-COM continues to innovate in the marketing and translation industry. By combining digital strategy, cultural expertise and creativity, the company is establishing itself as a partner of choice for ambitious brands wishing to conquer the Chinese market.

China, with its many traditional festivals and rich cultural heritage, represents a major opportunity for brands, but also a real challenge. To take advantage of these key moments in the calendar, it’s essential to understand the specifics of the celebrations, their symbolism and their evolution in an increasingly digitalized world. Here are 7 must-see festivals in China. This article also explores how brands can adapt their marketing strategies to these events, while avoiding cultural pitfalls, using local platforms, and respecting the core values of Chinese consumers. From the creation of innovative campaigns to the importance of localization, discover how to align creativity and authenticity to capture the attention of this strategic market.

What are the main Chinese festivals?

There are 7 festivals in China that stand out during the year, providing invaluable opportunities for Chinese people to get together with their families, or even to take advantage of special promotions on all their products. We’ll let you find out what these highlights of the year are and how they work.

1. Chinese New Year (春节 – Chūnjié)

–Celebration: The festival lasts 15 days and takes place between January 21 and February 20 according to the lunar calendar. In 2025, it will take place on January 29. It’s a time with family meals and everyone exchanges red envelopes (红包 – hóngbāo) and fireworks to chase away evil spirits.

–Key moment: The evening before, the reunion dinner (团圆饭 – tuányuán fàn).

–Decorations: Red and gold colors, door couplets, lanterns.

2. Lantern Festival (元宵节 – Yuánxiāojié)

–Celebration: 15 days after Chinese New Year, another festival takes place in China: the Lantern Festival. This year, it takes place on February 12. People light colorful lanterns, take part in puzzles and eat glutinous rice dumplings (汤圆 – tāngyuán).

–Key moment: Night processions with lanterns and lion dances.

3. Qingming Festival (清明节 – Qīngmíngjié)

–Celebration: This is a day dedicated to cleaning ancestors’ graves and offering food. It is held every year on April 4 or 5, depending on the solar calendar. This year, the celebration will take place on April 4, a date not to be missed by the Chinese.

–Key moment: Families gather at the cemetery to pay their respects.

–Common activity: Flying kites to celebrate spring.

4. Dragon Boat Festival (端午节 – Duānwǔjié)

–Celebration: On the 5th day of the fifth lunar month (in May or June), dragon boat races are held all over China. It’s also an opportunity to taste zongzi (glutinous rice wrapped in bamboo leaves). This year’s date is May 31, 2025.

–Origin: The festival pays tribute to the poet Qu Yuan. He was unjustly accused of treason and exiled. When he learned that his kingdom had been invaded, he threw himself into the Miluo River in despair.

The inhabitants, deeply saddened by his death, are said to have tried to save his body by paddling boats and striking the water to ward off fish and evil spirits.

–Key moment: The races, symbolizing courage and team spirit.

5. Mid-Autumn Festival (中秋节 – Zhōngqiūjié)

–Celebration: Every 15th day of the eighth lunar month, families gather to admire the full moon and eat mooncakes. This year, these activities will take place on October 6.

When venturing into distinct markets like China and Europe, it is important to understand the cultural, technological, and regulatory aspects to maximize the impact of your marketing campaigns.

This article explores in detail the major differences and offers practical advice to adapt to each region.

Marketing differences in the various digital ecosystems

China and Europe have distinct digital ecosystems, shaped by specific platforms and unique usage habits.

In China: A closed and autonomous digital ecosystem

China has developed a unique digital ecosystem dominated by local giants such as WeChat, Douyin (Chinese version of TikTok), and Tmall.

These platforms, often referred to as “super apps” offer a multitude of integrated services. They allow users to communicate, make purchases, pay bills, and interact with marketing campaigns without leaving the application.

• WeChat: In 2024, WeChat has over 1.67 billion monthly active users, with a 27% increase since 2022. Every day, 45 billion messages, 205 million videos, and 6.1 billion voice messages are exchanged.

Here are the different services available on WeChat.

• Douyin: Douyin, the Chinese version of TikTok, reached 746.5 million monthly active users in 2023, making it the second most popular app in China after WeChat.
• Tmall: Tmall, an e-commerce platform, attracted 877 million monthly active users in 2023, with a majority of consumers seeking international cosmetic and fashion products.

In Europe: A fragmented and globalized digital ecosystem

In contrast, Europe relies on global platforms such as Google, Instagram, and Amazon. Users navigate between different applications for various activities.

• Instagram: In 2024, Instagram has 1.38 billion monthly users worldwide, with a significant presence in Europe. For example, the UK, Russia, and Turkey are among the countries with the largest number of Instagram users.
• Amazon: Amazon dominates the European e-commerce market, serving as the main platform for online shopping in many European countries.

In China, payments are made directly within entertainment platforms, a practice called Social Commerce.

Implications for businesses

To penetrate the Chinese market, companies must adopt an integrated strategy focused on these local applications.

For example, developing mini-programs on WeChat allows for a smooth and immersive user experience. It encompasses communication, purchasing, and customer service within a single application.

In Europe, it is essential to master natural referencing (SEO) on Google to ensure optimal visibility. It allows engagement to be fostered on social media like Instagram. It also guarantees a consistent user experience between desktop and mobile platforms.

Smartphones: A marketing standard in China, a transition in Europe

In China, the smartphone is omnipresent in daily life, serving as the main tool for payments and online shopping.

In 2022, the country had approximately 904 million mobile payment users, representing over 80% of Chinese internet users. This massive adoption is facilitated by apps like WeChat Pay and Alipay, which allow for fast and secure transactions.

Platforms such as Douyin (the Chinese version of TikTok) and Xiaohongshu (Little Red Book) have integrated live streaming features. Direct commerce is present, offering interactive and engaging experiences.

In May 2024, 90.1% of Douyin users in China watched live content.

This trend encourages companies to adopt a “mobile-first” strategy. It also drives them to invest in mini-programs on WeChat to effectively reach their audience. Check out these statistics for more details.

In Europe, although mobile usage is growing, computer use remains predominant, especially for high-value purchases. Mobile payments are gaining popularity, but their adoption varies by country.

For example, in 2021, only 10% of French consumers used mobile payment services in stores, compared to 52% in Denmark.

This situation requires brands to offer an omnichannel experience, where mobile and computer complement each other. However, they also need to optimize their mobile friendly platforms, especially with the rise of social media advertising.

In conclusion, while China has fully embraced mobile as the primary channel for transactions, but also customer engagement, Europe is still in a transition phase.

Businesses must adapt their strategies based on these differences to meet the specific expectations of each market.

Culture and values: Adapting to local marketing expectations

Effective marketing strategies in China and Europe require a deep understanding of cultural traditions. Societal values are unique to each region.

In China: Integrating cultural traditions into marketing

Marketing campaigns in China strongly rely on traditional festivals, such as Chinese New Year and the Mid-Autumn Festival. These are periods of high consumption.

For example, during Chinese New Year in 2023, retail sales increased by more than 12% compared to the previous year.

International brands adapt their offers by launching special collections or festive red packaging. This color symbolizes luck and prosperity in China. This approach demonstrates an understanding and respect for local traditions, reinforcing the authenticity perceived by Chinese consumers.

In Europe: Focus on ethics and sustainability

European consumers place increasing importance on ethics, sustainability, and corporate transparency.

According to a study by the Institute for Business Value, nearly 80% of respondents consider sustainability an important factor in their purchasing decisions.

Marketing campaigns that highlight eco-friendly practices, fair trade, and social responsibility resonate positively with the European audience.

For example, companies like Patagonia and LEGO have integrated sustainability at the heart of their strategy. This has strengthened their brand image and relationship with consumers.

Adapting to European cultural diversity

Europe is a collection of diverse markets, each with its own cultural and linguistic sensitivities.

It is therefore essential for brands to adapt their messages and marketing strategies to each country, especially if they want to ensure effective communication that respects local specifics.

Regulations and compliance: Different constraints

Navigating Chinese and European markets requires a deep understanding of local regulations. These directly influence companies’ marketing strategies.

In China: Strict regulations and content monitoring

China imposes strict controls on online content. This aims to maintain political and social stability. The Cyberspace Administration of China (CAC) supervises internet regulation, defining prohibited content categories and monitoring online activities.

For example, a 2000 regulation identifies nine prohibited content categories. It includes those that compromise national security or spread rumors.

Moreover, China has strengthened personal data protection with the Personal Information Protection Law (PIPL) in 2021. It imposes strict obligations on companies regarding data collection and use.

In Europe: Data protection and user consent

In Europe, the General Data Protection Regulation (GDPR), in effect since May 2018. It establishes a strict framework for the collection and processing of personal data.

Companies must obtain explicit user consent before collecting their data. This significantly impacts digital marketing strategies, particularly by limiting targeted advertising options.

This regulation aims to protect individuals’ privacy, but it also requires companies to rethink their data collection and marketing practices. For example, email campaigns must now ensure that recipients have given prior consent. Websites must clearly inform users about the use of cookies and other trackers.

Adaptation strategies for companies

The marketing differences between Europe and China are numerous.

To operate effectively in China, it is often advantageous to collaborate with local partners who understand regulatory and cultural nuances. This will facilitate navigation in this complex environment. In Europe, companies must adopt total transparency in their data collection practices. They must ensure compliance with the GDPR to maintain consumer trust.

Opportunities despite constraints

Although these regulations pose challenges, they also offer opportunities. In China, compliance with local standards can strengthen credibility with consumers and authorities.
While in Europe, a transparent and privacy-conscious approach can positively differentiate a brand, meeting consumers’ growing expectations for data protection.

To conclude, understanding and adapting to local regulations in China and Europe is essential to developing effective and compliant marketing strategies while building consumer trust.

What is the Singles’ Day 2024 Recap?

November 11, known as Singles’ Day or Double 11, has become the world’s largest shopping event, surpassing other days like Black Friday. Initially created in China, this day dedicated to singles has transformed into a global shopping celebration.

Let’s take a closer look at the results of Singles’ Day 2024.

“Singles’ Day has evolved from a quirky celebration of being single to the world’s largest shopping festival, reshaping consumer behavior and retail strategies globally.” Source: South China Morning Post (scmp.com)

Origins and Evolution

Singles’ Day originated in 1993 when students at Nanjing University created the day to celebrate being single.
In 2009, Alibaba transformed it into a shopping festival with massive promotions.

Initially meant to counterbalance Valentine’s Day, Singles’ Day has evolved into a key event for all consumers, single or not.

Remarkable Growth: +20% in Buyers Compared to Last Year

JD.com reported a more than 20% increase in the number of buyers compared to last year, highlighting the growing appeal of this day.

JD.com, also known as Jingdong, is one of the largest online shopping platforms in China. Founded in 1998, it stands out for its advanced logistics network, ensuring fast and reliable deliveries nationwide.

Known for its expertise in electronics and consumer goods, JD.com’s performance confirms that Singles’ Day has become an unmissable event for Chinese consumers seeking great deals.

Exceptional Logistics to Meet Demand

With over 340,000 couriers mobilized, JD Logistics demonstrated its efficiency by ensuring rapid and reliable deliveries across the country. Strong logistics are essential to handle the surge in orders during such events.

Sustainability and Responsible Consumption

According to Reuters, consumers showed an increasing preference for eco-friendly products.

Brands integrating sustainable initiatives, such as recyclable packaging or energy-efficient items, saw rising sales. JD.com, for instance, promoted green logistics by using electric vehicles for some deliveries.

These trends highlight deep shifts shaping the future of commerce and provide brands with strategies to maximize their impact in future editions.

Changing Consumer Behaviors

A More Rational and Targeted Edition

Singles’ Day 2024 marked a shift in Chinese consumer behavior.

Instead of indulging in impulsive purchases as in previous years, consumers opted for high-quality products meeting their actual needs—often more expensive—rather than solely seeking discounts.

This reflects a more thoughtful approach to consumption, supported by economic stimulus policies and a slight recovery in household confidence.

Subsidies and Trade-In Programs Driving Appliance Sales

Government initiatives, especially subsidies for exchanging home appliances, played a pivotal role in this year’s performance.

Alibaba reported a sevenfold increase in appliance sales during the first hours of presales, compared to last year. These measures boosted demand in a key sector, with JD.com also recording double-digit growth in similar categories. Source: Reuters

Singles’ Day 2024 Summary Booming Categories

Certain categories performed exceptionally well this year. Here is the Singles’ Day 2024 summary:
Home appliances and consumer electronics emerged as the top winners, driven by attractive deals and innovative products.

Beauty products, outdoor equipment, and pet supplies also showed strong performance, reflecting shifts in consumer priorities.Here are the major product categories that saw significant growth:

• Home and Appliances: +200% compared to 2023. Bestsellers included energy-efficient air conditioners, robot vacuums, and smart toilets.
• Electronics: Sales surged, with AI-powered learning machines up 10x and computers and phones with AI features growing by 100%.
• EV Charging Stations: +95%, reflecting the rise of green solutions.

These trends underline strong consumer demand for practical, sustainable, and tech-forward products.

Emerging Enthusiasm for Toys and Collectibles

This year witnessed a surprising boom in toys and collectibles linked to popular franchises like Genshin Impact and Arknights. More than 100,000 products inspired by these universes debuted on Tmall, drawing a young and passionate audience.

Brands like Lego and Jellycat capitalized on this trend with exclusive products, with some limited-edition items selling out within seconds.

Less Price Wars, More Strategy

E-commerce platforms adopted a more strategic approach this year, reducing excessive price cuts seen in past editions. Experts note that this return to rationality, combined with economic stimulus measures, maintained a positive dynamic.

The Role of Social Commerce

Businesses maximized their success through strategies centered on social commerce, with platforms like Xiaohongshu and Douyin playing key roles in engaging consumers.

Live streaming and user reviews helped significantly in converting interest into purchases. User-generated content (UGC) also continued to prove effective throughout this Singles’ Day. Here is our Guide of Marketing via live-streaming in 2024

Global Reach Expansion

Companies like JD.com leveraged Singles’ Day to strengthen their international presence, such as through its European retail arm Ochama. Sales of small Chinese appliances doubled, confirming that the event is no longer limited to China but appeals to a global audience.

Luxury Sector Struggles

While the luxury sector experienced a slowdown (according to Reuters), Singles’ Day 2024 still saw strong demand for premium goods in categories like personal care, outdoor activities, and toys.

This shift reflects evolving consumer priorities toward experiences, hobbies, and health. Record platform subsidies and membership programs, such as 88VIP d’Alibaba, further incentivized purchases of high-end branded products.

Why Does Singles’ Day Remain Unique?

• A strong cultural dimension: Celebrating independence and personal expression.
• Constant innovation: New technologies, AI, and connected products at the heart of the event

A global event: Although it originated in China, Singles’ Day now attracts consumers and brands from all over the world.

Singles’ Day Recap and Key Figures for the 2024 Edition:

Sales growth: According to Syntun, sales on major e-commerce platforms increased by 26.6% compared to the previous year, reaching 1.44 trillion yuan (approximately $200 billion).

Brand performance: Alibaba announced that 45 brands, including Apple, Nike, Haier, and Midea, each exceeded 1 billion yuan (approximately $138 million) in gross merchandise volume (GMV).

Consumer participation: JD.com reported a 20% increase in the number of buyers compared to the previous year.

Comparison with Other Events:

Singles’ Day continues to outperform other global shopping events in terms of sales volume, consolidating its position as a leader in the e-commerce sector.

The 2024 edition of Singles’ Day demonstrates the resilience and continuous growth of e-commerce in China, despite global economic challenges. This event remains a key indicator of consumer confidence and innovation in the retail sector.

The Two Big Winners of Singles’ Day:

Lululemon

The Canadian activewear brand achieved a significant milestone by reaching $1 billion in revenue in China for the first time. This performance highlights the growing appeal of fitness and wellness products among Chinese consumers and Lululemon’s ability to adapt to local preferences.

Huawei

Despite fierce competition, Huawei achieved a 7% growth in smartphone sales during the festival, thanks to attractive promotions on models like the Pura 70 and Mate 60. This growth demonstrates the brand’s resilience and ability to capture consumer attention in a competitive market.

The Singles’ Day recap illustrates how well-targeted strategies and a deep understanding of the market can lead to significant growth during major commercial events like Singles’ Day.

Although precise statistics on return rates specific to Singles’ Day 2024 are not available, it is widely recognized that major promotional events, such as Singles’ Day, generally lead to a significant increase in product returns.

Sales Increase, but So Do Returns:

For example, a survey conducted in June 2023 revealed that 45% of French consumers return their online purchases, with clothing being the most frequently returned category.

This trend is often attributed to impulsive purchases or ordering multiple sizes or models to try, especially when return policies are flexible.

The Singles’ Day recap shows that merchants must anticipate these returns by optimizing their logistics chains and adapting their return policies to balance customer satisfaction with economic viability.

As we approach the end of 2024, China remains as one of the world’s top hotspots for livestreaming. This format, which blends entertainment with the sale of products and services, has become part and parcel of the shopping experience of Chinese consumers, who are particularly fond of interactive content and immersive shopping. But how can brands successfully become part of this bustling ecosystem and reap its benefits? This article will look further into China live-streaming, and how international brands can engage, attract, and convert millions of Chinese consumers through this medium.

Livestreaming in China: An Increasingly Competitive medium

Livestreaming plays a crucial role in China, where consumption increasingly relies on recommendations from friends and interactive experiences. It not only promotes products but also builds a close relationship between brands and consumers through the streams’ presenters (often influencers), who showcase them. Viewers can ask questions, receive immediate answers, and complete their purchases with just one click.

Initially, livestreaming was used as a way for users to pass the time, but it has now become an integral part fully of the shopping process, building strong user loyalty. In fact, 37.8% of users are ready to become long-term followers of a livestreaming channel if the content aligns with their interests.

Products sold via livestreaming channels are incredibly varied, from beauty products and clothing to electronics, food items, luxury accessories, and even cars and real estate. In 2024, the most popular categories remain cosmetics, which drive massive engagement, and fashion products, which benefit from live visual demonstrations.

The scale of this phenomenon is reflected in a few stunning figures: the livestreaming e-commerce market in China is expected to reach nearly $720 billion in sales this year, marking significant growth compared to previous years. Over 60% of Chinese online shoppers took part in a livestream in 2024, and nearly 45% stated that this way of shopping has a direct influence on their decisions.

What are the most used platforms in the live shopping industry?

Here is a quick guide to the most popular platforms in 2024 for hosting livestreams and allowing users to discover thousands of products online:

Taobao Live: Integrated into Taobao, this Alibaba platform is a pioneer in live shopping in China. It hosts the largest number of livestreamers and, consequently, attracts the most users. Primarily designed for C2C sales, it recorded a 110% traffic increase on its livestreams in 2020.

Douyin: The Chinese version of TikTok, Douyin has integrated direct commerce features, allowing users to purchase products directly during livestreams. The platform is especially popular among young people.

Kuaishou: A competitor to Douyin, Kuaishou is a short video platform that has also embraced live shopping. It is particularly popular in rural areas and is often used to share users’ everyday moments.

Xiaohongshu (Little Red Book): A mix of social networking and e-commerce, Xiaohongshu is highly regarded for fashion, beauty, and lifestyle products, with a strong focus on live shopping.

Pinduoduo: Known for its group deals and competitive prices, Pinduoduo has integrated live streaming to boost sales, particularly in agricultural and everyday consumer products.

It’s important to note that there are strict regulations governing livestreaming platforms in China, and the Chinese government has tightened its grip on these platforms in recent years. Users and hosts must therefore be aware of the country’s laws and regulations.

What does a live stream look like?

First of all, it all depends on the platform on which it’s performed, but the categories are relatively the same for all platforms. Here’s a quick look at the lives interface to help you understand what all the icons mean.

1. Live Feed
The streamer is displayed full-screen, often in a well-lit, dynamic studio, but can also be outside or in a special location such as a shopping mall. Animated overlays appear when a viewer sends gifts or important messages. A floating banner or box at the bottom or side often shows the product currently on display with a discounted price, brief description and availability counter.

2. Chat section (Live messages)
Viewer messages are displayed in a scrolling stream, usually at the side or bottom of the screen. They can ask questions, offer compliments or request product details. There can also be real-time message notifications to signify when a product is purchased.
Colorful tags: VIP or high-spending users appear with special icons or names in brilliant colors (for example, gold for regular buyers).

3. Virtual gifts
A dedicated button allows viewers to send virtual gifts (such as flowers, stars or diamonds), often purchased with virtual currency.
There are also other types of visual animation: when an expensive gift is sent, a spectacular animation (fireworks or an explosion of gold) is triggered on the screen, attracting the attention of the streamer and the spectators.

4. Product Placement
Products are accessed via a drop-down list or a floating carousel at the bottom. Viewers can click to see more details without leaving the live stream. There are also CTA (Call-to-Action) buttons for each product, “Buy Now” or “Add to Cart”, which redirect to an instant purchase. Time-limited offers (e.g. “5 minutes left for 30% off”) are often integrated with a visible countdown timer.

5. Live statistics
Displayed at the top, you can see how many people are connected in real time. There may also be a visible table showing which viewers have sent the most gifts or bought the most.

6. Gamification and Engagement
Streamers can launch polls or mini-games to interact with the audience. For example, the wheel of fortune: available in a corner of the screen, it allows viewers to win coupons or discounts.

Benefits for Foreign Brands and How to Leverage This Ecosystem

For foreign brands looking to integrate into the livestreaming ecosystem and benefit from it, they can adopt several strategies to reach Chinese consumers more effectively.

First of all, collaborating with local influencers (or KOLs) allows them to tap into an existing base of loyal followers who trust the brands presented by their favorite influencers. Additionally, this minimizes cultural misunderstandings. Brands can also use livestreaming to tell their story (origin, quality, innovation) and emphasize what sets them apart from local alternatives. Planning livestreams around key Chinese holidays (such as Double 11 or Chinese New Year) and offering promotions or limited-edition products for each occasion can also be advantageous.

Finally, adapting products by creating descriptions in the local language and demonstrating how they meet Chinese users’ needs is essential. And don’t forget to use promotional codes and contests to captivate your audience!

Key Steps for Entering the Livestreaming Ecosystem

1. Choose the right platform:

– Douyin and Taobao Live for maximum reach.

– Xiaohongshu for luxury or niche products.

– Kuaishou for more local and authentic audiences from smaller cities.

2. Plan livestream content:

– Product demonstrations.

– Answering viewers’ questions.

– Live testimonials or reviews.

3. Optimize logistics:

– Ensure a smooth supply chain to handle a sudden influx of orders.

– Offer fast and localized delivery options.

4. Measure and adjust:

– Track key metrics (audience size, engagement rate, conversions).

– Adapt future streams based on data insights.

Livestreaming Events

To finish, let’s look at a specific event that attracts countless viewers via livestreaming every year – that event is of course Double 11. It is known as the world’s largest online shopping festival, with sales on livestreaming platforms reaching billions of dollars each year. It is still the main highlight of the China live-streaming calendar in 2024, and continues to impress with its figures.

For instance, a KOL named Xinba delivered impressive results this year. After recently returning to the platform, he announced a livestream during the “Super Double 11” event, which was a resounding success. The event had a total of over 69 million views, and Xinba even reached 4 million simultaneous viewers, setting a platform record. The revenue generated was equally impressive, hitting 6.41 billion RMB.

Li Jiaqi also broke records on Taobao and TMall, generating over 100 million RMB in sales on the first day of pre-sales alone.

And while these influencers particularly stood out on the occasion of the latest Double 11, they’re far from being the only ones. With their live streams, the following influencers have also achieved sizeable sales figures, a boon for the brands that call on them.

Next up is Luo Yonghao, a former technology entrepreneur turned influencer. This KOL has achieved significant sales during his live streaming sessions, notably by selling a cruise package.

Last but not least, this time it’s a channel with some very impressive records: Mifeng Jingxi She (Honeybee Surprise Club). This chain also recorded Double 11 pre-sales of over 100 million RMB. These record-breaking figures for this year demonstrate just how important live streaming has become in Chinese life in recent years.

AI generated avatars, the new KOLs in China

Who are these new Key Opinion Leaders, who now largely influence the purchases of Chinese consumers? What impact do they have on brands’ sales strategies?

In recent years, avatars generated by artificial intelligence (AI) have begun to revolutionize the already flourishing live-streaming sector in China. These “AI streamers” or “virtual avatars” enable creators and brands to produce continuous interactive content, without the need for direct human presence. Powered by advanced algorithms and deep learning engines, these avatars can do almost anything, making them almost human in our eyes. They are able to respond to comments in real time, adopt unique personalities and even adjust their appearance according to viewers’ preferences. This makes it much easier for brands to adapt their “influencers” to their products and sales strategy, since Artificial Intelligence can be modified easily as and when necessary. This is opening up new opportunities in sectors such as e-commerce, where these avatars serve as hosts to promote products, often with a level of availability and precision that humans cannot achieve. What’s more, they reduce production costs while captivating a younger audience, accustomed to immersive digital experiences. Their growing popularity reflects the way in which technological innovation is redefining modes of online interaction in China.

These impressive numbers demonstrate that livestreaming has many thriving years ahead!

To find out more about Hi-Com’s KOLs and services, don’t hesitate to get in touch via the contact tab or on LinkedIn.

Founded in 2017, Perfect Diary is now one of the most popular cosmetics brands in China, which led us to ask, How did Perfect Diary manage to conquer the Chinese market?

Through a well-thought-out mobile-first strategy and some smart use of social commerce platforms such as Xiaohongshu, Douyin, and WeChat, Perfect Diary has quickly risen to prominence. In just a few years, it has become a reference for both local and international brands. It is a prime example of a cosmetics industry success story, particularly one coming out of China.

Discover in this article how they built their marketing strategy.

What Were Perfect Diary’s Objectives for Conquering the Chinese Market?

Like any successful marketing strategy, Perfect Diary’s objectives were clearly defined:

• Attract a young audience: Target millennials and Gen Z, who are trend-conscious and seek immersive experiences.
• Build an accessible and authentic brand image: Create a brand that resonates with young Chinese consumers.
• Leverage social commerce channels: Provide a seamless customer experience and turn viewers into buyers with just a few clicks.

Perfect Diary’s Winning Strategies

Firstly, Perfect Diary focused on collaborating with KOLs and KOCs on Xiaohongshu.

Just to clarify, KOLs (Key Opinion Leaders) are influencers in a specific niche with a sizeable audience who promote products. KOCs (Key Opinion Consumers), on the other hand, are influential consumers with smaller audiences. They are perceived as genuine and trustworthy, sharing honest reviews.

Xiaohongshu is a Chinese platform, akin to a mix of Instagram and Pinterest, where users share product reviews, experiences, and recommendations.

Perfect Diary became particularly popular on Xiaohongshu (also known as Little Red Book). This platform, which combines social media and e-commerce, helped the brand achieve its goals in terms of awareness and engagement. Predominantly used by young women, Xiaohongshu has become a key resource for beauty, fashion, and lifestyle recommendations in China.

The Selected KOLs

The first was Li Jiaqi: Partnering with Li Jiaqi allows a brand to reach millions of loyal consumers, establish instant credibility through trusted recommendations, and maximize sales by leveraging the power of live streaming to quickly convert viewers into buyers.

At the time Perfect Diary collaborated with him, this influencer was highly popular. However, recent trends show that his statistics are now declining.

Zhou Xun, a respected actress in China, was chosen as Perfect Diary’s first global ambassador. This strategic decision strengthened the brand’s image across a diverse audience.

Known for her versatility and timeless elegance, Zhou Xun perfectly embodies Perfect Diary’s values. Her sophisticated image appeals to a more mature, high-income clientele, solidifying the brand’s premium positioning in the cosmetics market.

Zhou Xun also represents accessible beauty. She aligns seamlessly with the brand’s message “Beauty has no limits.” This positioning created a strong emotional connection with Chinese consumers.

Perfect Diary also collaborated with Troye Sivan, a globally renowned singer and actor, to enhance its appeal to a young and modern audience. As an icon in the LGBTQ+ community, Troye Sivan represents values of diversity and inclusion, resonating strongly with Generation Z.

The Message Delivered to Different Audiences

This collaboration allowed Perfect Diary to convey a powerful message. By celebrating individual expression and authenticity, the brand positioned itself as a progressive and inclusive player. This approach appealed to a young, trendy, and socially engaged niche.

Troye Sivan also brought international visibility to the brand. His global popularity helped Perfect Diary attract a worldwide audience while enhancing its credibility in the cosmetics market.

These KOLs were strategically chosen to target diverse audiences, aligning with the brand’s overall marketing strategy.

Xiaohongshu was one of the key platforms utilized. A mix between Instagram and Pinterest, it is a space where users share reviews, experiences, and tips about products.

In particular, Perfect Diary excelled on Xiaohongshu (or Little Red Book). This platform, which combines social networking and e-commerce, allowed the brand to achieve its goals of awareness and engagement. Predominantly used by young women, Xiaohongshu has become a go-to platform for beauty, fashion, and lifestyle recommendations in China.

The Impact of KOLs and KOCs

By collaborating with Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs), Perfect Diary successfully generated authentic content around its products. KOLs provided the brand with exceptional visibility, while KOCs—everyday users—enhanced credibility by sharing honest reviews and personal experiences.

To learn more about the best social media platforms in China and how they can boost brand presence, check out our article The Best Social Media Platforms in China.

The Results

Xiaohongshu enabled Perfect Diary to reach a massive audience, generating millions of shares and comments, which significantly boosted the brand’s visibility and awareness.

What’s next? How did Perfect Diary conquer the Chinese market?

The second key element lies in leveraging live-streaming through Douyin.

The Importance of Live Streaming

Perfect Diary was one of the first cosmetics brands to fully leverage Douyin (the Chinese TikTok) for live streaming sessions. On the one hand, Douyin is known for its short, engaging videos, and on the other hand, it is highly regarded for its social commerce campaigns through interactive live streams. Thus, Perfect Diary organized live events with renowned influencers to showcase its products and directly interact with users, creating a stronger connection and immersive experience.

Live streams allow consumers to see products in action, ask questions in real-time, and even make instant purchases within the app—embodying the essence of social commerce. To learn more about the potential of live streaming in China, check out our guide Live Streaming in China: A New Way to Sell.

Result: On Singles’ Day, Perfect Diary generated millions of dollars within just a few hours, largely thanks to its live streaming campaigns on Douyin and partnerships with KOLs.

WeChat Mini-Programs: 

Thirdly, Perfect Diary used WeChat Mini-Programs to create a frictionless shopping experience.

These mini-programs allowed users to browse and purchase products directly within the WeChat app. This strategy aligns perfectly with the Chinese market, where WeChat operates as a “super-app,” covering many aspects of daily life—from messaging to payments and online shopping.

The mini-programs streamlined the customer journey by removing unnecessary steps, such as navigating external websites. Young Chinese consumers particularly appreciated this efficiency. To learn more about the role of mini-programs in brand success, visit our page How to Use WeChat.

Leveraging User-Generated Content (UGC)

Perfect Diary has also embraced a User-Generated Content (UGC) strategy. By encouraging customers to share their looks using specific hashtags, Perfect Diary has built a strong community of fans. This UGC strategy strengthened the brand’s authenticity while generating large-scale organic marketing.

Results of UGC

• Top sales on Tmall: In 2019, Perfect Diary became the top-selling local cosmetics brand on Tmall, Alibaba’s e-commerce platform.
• Valuation in the billions: By 2020, Perfect Diary secured significant funding and reached an impressive valuation, highlighting the strength of its business model.
• Exceptional customer engagement: According to Daxue Consulting, Perfect Diary maintains a strong market share with remarkable customer engagement.

The Difference Compared to Competitors

In contrast, Marie Dalgar focused on product performance and a targeted digital strategy but lacked the impact of international partnerships. Florasis, with its strong local roots, struggles to compete on the global stage. Perfect Diary, by combining international collaborations with local influencers like Li Jiaqi, successfully captured a wide audience. This blend of modernity and cultural relevance positioned the brand as a key player both in China and internationally.

In summary, Perfect Diary’s success highlights the critical importance of a mobile-first approach. Social commerce is also one of the key factors behind the brand’s remarkable achievements.

Key Takeaways for Brands: How Did Perfect Diary Conquer the Chinese Market?

In summary, Perfect Diary’s success highlights the critical importance of a mobile-first approach. Social commerce has also played a significant role in the brand’s achievements.

By adopting a mobile-optimized strategy, collaborating with KOLs, and promoting User-Generated Content (UGC), brands can build an engaged and authentic community. Perfect Diary serves as an inspiring example for any brand aiming to make a name for itself in China.

If you want to learn more about this brand, check out Perfect Diary Key Figures.

If you have any questions or want to learn more, feel free to get in touch!

HI-COM is a digital marketing agency providing tailored strategies, social media management, and e-commerce marketing services for businesses worldwide. With over a decade of experience in the Chinese market, we’ve partnered with more than 100 brands to achieve success in China.

Understanding Little Red Book (Xiaohongshu)

Image source: Dragon Trail International

• A strong social commerce community: Xiaohongshu stands out for its community aspect centered around products. Members interact with each other, and share their thoughts and experiences of products and brands.
• The combination of a social media and e-commerce platform – RED Mall: RED shares classic social media features like content creation tools, personalized recommendations, and engagement features such as likes, comments, and share buttons. However, one key factor that sets RED apart is the integration of e-commerce directly into the application. This allows users to explore and purchase products while browsing through the content of other users, brands and influencers. On Xiaohongshu it is also possible to open online stores to sell products directly. This is known as RED Mall.

Image source: AsiaPac

• User Generated Content (UGC): UGC is a key strength of Xiaohongshu, as users intensively share their experiences, reviews and recommendations more than on any other platform. In 2020, there were almost 3 billion pieces of content created.
• KOL / Influencer Marketing: Xiaohongshu is also known for having a large community of influencers, also known as Key Opinion Leaders KOLs) who often exert great influence on consumer purchase decisions in China.
• Product Tag: Users and brands can tag products directly in posts, linking the content to the product’s e-commerce page embedded in RED.

How to set up a Store on Xiaohongshu ? Step by Step Guide here.

XIAOHONGSHU STATISTICS FOR 2024

Using Distinctive Storytelling to Differentiate Your Brand

Creating Authentic and Engaging Content on Xiaohongshu

As isthe case on many social media platforms, the secret to a successful content strategy on Xiaohongshu lies in authenticity, avoiding excessively slick promotional content. The content must be informative, entertaining, and in harmony with your brand image and its values. With more than 450,000 pieces of content published daily on the platform, it is becoming crucial to’embrace the platform and the expectations of its users in order to stand out. The Xiaohongshu algorithm determines the visibility of your content based on the engagement it generates among users. The more engagement your posts generate, the more likely your content will go viral. In addition to following content trends, they must take into account several parameters to emerge on the platform:

• Image: the brand’s image must above all be authentic, unique, of good quality, and consistent. Xiaohongshu users are more receptive to authentic lifestyle images than to clichés disconnected from reality.
• Content hook: this must arouse emotions in users and capture their interest from the first moment.
• Description: this must be concise, informative, attractive, and above all resonate with your audience, thus establishing a relevant connection.
• Emojis: these will improve the readability of posts by correctly breaking the text down into paragraphs.
• Hashtags: Using relevant hashtags ensures that your content reaches the target audience and therefore increases visibility.
• Publish at the right time: Peak times were analyzed on the platform, generally between 7 and 9 a.m., between 12 and 2 p.m., and between 9 and 00 p.m. However, they also vary according to communities (lifestyle, cosmetics, fashion, etc.) and types of users. It is therefore inevitable to test and analyze to determine the niche where your audience is most active and engaged.

Image source: AsiaPac

How to creat your first post on Xiaohongshu ? Our tips here.

Image source: Cosmetics China Agency

Source : AsiaPac

Why is KOLs Marketing so important in China ? Discover Opportunities and Industries.

Various advertising formats on Xiaohongshu:

1. News Feed Ads: These are native ads seamlessly integrated into the user’s news feed alongside organic content.
2. Collaborations with KOLs: These are partnerships with KOLs exploiting their influence and credibility in posts, videos or “moments” (the Little Red Book story format).
3. Banner advertisements: These are static or animated advertisements that appear in different sections of the application, such as the home page, search results or specific category pages.
4. Xiaohongshu Search Ads (SEA): Similar to search engine advertising, these ads are placed in search results, providing visibility to your brand when users search for specific keywords that you have previously targeted.
5. Carousel Ads: These ads show multiple images or videos in a single ad unit, capturing users’ attention with a dynamic and interactive format.
6. Pop-up Ads : Pop-up ads take over the entire screen, providing a powerful way to grab users’ attention. These can be static images or engaging videos.

By integrating these different paid advertising options combined with authentic organic content, you can optimize your presence on Xiaohongshu and connect effectively with your target audience.

Do our services fit your compay’s need ?

On Xiaohongshu, the effectiveness of your content relies largely on its search volume as well as the engagement it generates. It is therefore highly recommended to improve the referencing of your content by actively working on your SEO. Here are some specific actions you can take to optimize the performance of your content on Xiaohongshu:

• Keywords: Identify trending keywords in line with your brand and your products, and which correspond to the aspirations of your audience. Integrate these keywords naturally into your titles and descriptions.
• Optimizing your profile: Integrate relevant keywords into your Xiaohongshu profile name, your introduction, and your bio. This will improve the description of your brand and the understanding of your audience.
• Surfing trends and hashtags: Use popular and high-traffic hashtags to increase the visibility of your posts.
• Cross-platform promotion: Connect your Xiaohongshu account to other digital platforms such as your website, WeChat, and Weibo accounts. Also integrate the links from these platforms into your RED profile, thus creating an interconnected digital and social media ecosystem. This strategy increases traffic sources to your Xiaohongshu account.
• Data analysis and performance: Utilize Xiaohongshu’s analysis features to carefully evaluate your content data and its performance. Perform this analysis on a regular basis to adjust your content strategy based on your audience’s preferences, product interests, and engagement levels.
• Active engagement with users: Actively respond to your users’ comments. This interaction is crucial to gaining their engagement and trust, demonstrating that you value their opinion and are not simply representing a generic brand.

If you are looking to learn more about China’s Digital Marketing environment to successfully implement yourself…

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HI-COM is a digital marketing agency that provides businesses around the world with China-specific strategies, social media communications services and e-commerce marketing services. Working with more than 100 brands, HI-COM is the preferred partner for companies wishing to enter the Chinese market!