A Brand’s Guide to Selling on Xiaohongshu in China

In recent years, Xiaohongshu, also known as Little Red Book or RED, has become a popular social media platform for Chinese consumers to share and discover new products. It started as a community-based platform where users could share their shopping experiences and product reviews, and has now evolved to be a platform where brands can directly sell their products to consumers.

With over 300 million registered users and a majority of them being young female consumers, Xiaohongshu is a great platform for brands to market and sell their products in China. In this article, we’ll provide a guide for brands to sell effectively on Xiaohongshu.

1. Create a Strong Brand Presence

To sell on Xiaohongshu, brands need to have a strong presence on the platform. This includes having an official account with a verified badge, maintaining an active presence by regularly posting content and engaging with followers through comments and direct messaging.

Brands should also create content that resonates with Xiaohongshu’s primarily female user base. Content can include product reviews, tutorials, and behind-the-scenes looks into the brand’s story and values.

2. Utilize Key Features of Xiaohongshu

Xiaohongshu offers several features that can help brands increase their visibility and sales on the platform. One such feature is the “Xiaohongshu Search” bar. Brands can optimize their content and product descriptions with relevant keywords to show up in search results when users are looking for specific products.

Another important feature is the “Xiaohongshu Store” function, which allows brands to create a branded storefront where they can showcase and sell their products directly to Xiaohongshu users. Brands can tailor their store design to reflect their brand personality and create a seamless shopping experience for customers.

3. Leverage Influencer Marketing

Influencer marketing is a powerful tool on Xiaohongshu, and collaborating with key opinion leaders (KOLs) can help brands reach a wider audience and increase sales. Brands can partner with KOLs to create sponsored content, product reviews, and promotion campaigns that target specific demographic groups.

It’s important for brands to carefully vet and select KOLs that align with their brand values and target audience to ensure an effective collaboration.

4. Offer Exclusive Deals and Discounts

Xiaohongshu users are known to be deal-seekers, and brands can leverage this by offering exclusive discounts, promotions, and limited-edition products. Limited edition products create a sense of urgency and exclusivity that can drive sales, and promotions and discounts can incentivize users to make a purchase.

5. Respond to Customer Feedback

Xiaohongshu is a platform that values user-generated content, and it’s important for brands to respond to customer feedback to build trust and credibility with their audience. Brands should actively monitor comments and direct messages and respond to any questions or concerns promptly.

Brands should also take customer feedback into account when developing new products and adapting their marketing strategy. This can help them stay relevant and meet the changing needs of their audience.


Selling on Xiaohongshu can be a lucrative marketing strategy for brands looking to expand their reach in China. By creating a strong brand presence, utilizing key features of the platform, leveraging influencer marketing, offering exclusive deals, and responding to customer feedback, brands can effectively sell and drive sales on Xiaohongshu.