We recently hosted an educational seminar in collaboration with Xiaohongshu, aimed at equipping brands and agencies across 4 countries(Japan, Thailand, Singapore, Malaysia) with the knowledge needed to effectively market to Chinese consumers through the Xiaohongshu platform. In February 2025, our Hong Kong team, led by Ben Chien, Managing Director of Greater China, AnyMind Group along with representatives from Xiaohongshu, conducted a series of knowledge-sharing sessions under the theme ‘Xiaohongshu Expansion Playbook: Trend, Strategy, and Navigating Compliance.’ These sessions provided valuable insights into Chinese consumer behavior and effective marketing strategies to engage this lucrative audience.
Seminar Highlights: Three Key Segments
The seminar was structured into three key parts, each focusing on different aspects of Chinese consumer trends and marketing strategies.
Part 1: Chinese Outbound Tourism Trends & Consumer Behavior
Our Hong Kong team opened the seminar by discussing Chinese outbound tourism trends. Survey data revealed that Japan, Thailand, South Korea, and Malaysia are among the top five travel destinations for Chinese tourists. This segment also explored Chinese consumer shopping behaviors, key purchasing trends, and unique media consumption habits. One of the highlights is that Chinese consumers engage with digital platforms differently from other regions. For instance, WeChat is a dominant communication tool, Douyin is popular for short video and entertainment, and Xiaohongshu is a preferred platform for discovering search engines . This led to a key takeaway: Xiaohongshu is an essential platform for brands seeking to enter and grow in the Chinese market.
Part 2: Xiaohongshu User Behavior and Marketing Strategies
A representative from Xiaohongshu delved deeper into current user behavior on the platform and shared strategies for brands to successfully market and advertise on Xiaohongshu. According to recent research, Xiaohongshu is emerging as a go-to search platform for Chinese consumers, commonly used for discovering travel destinations, restaurants, and shopping recommendations. Additionally, the platform’s integrated e-commerce functionality allows users to purchase products directly, creating seamless shopping experiences. With its growing user base and increasing influence on purchasing decisions, Xiaohongshu presents a major opportunity for brands to drive conversions effectively.
Part 3: Case Studies of Successful Brands and Influencers
In the final part, a representative from AnyMind Group showcased success stories of brands that have effectively leveraged Xiaohongshu for marketing to Chinese consumers. The session also featured interviews with successful Xiaohongshu influencers, providing firsthand insights into how content creators engage audiences and drive brand growth on the platform.
Beyond providing valuable insights for brands and agencies, this seminar reaffirmed AnyMind Group’s leadership in this space and its expertise in the Chinese market. As a Tier 1 partner of Xiaohongshu, we’re continuing to empower businesses with the tools and knowledge needed to navigate China’s digital landscape effectively.Through this collaboration, we’re strengthening our commitment to help brands expand with cross-border expansion, including into the Chinese market, leverage Xiaohongshu’s full potential, and drive impactful marketing campaigns.
