中國小紅樹銷售品牌指南 - AdChina.io

在本指南中，我們將解釋品牌如何利用小紅樹來提升其在全球最重要的電子商務市場——中國的存在。

Skiptocontent ABrand’sGuidetoSellingonXiaohongshuinChina I'mShreyaandenjoycollaboratingwithChinadigitalmarketingexpertstosharethebestadviceforgrowingyourbusinessinChina. Highlights Addaheadertobegingeneratingthetableofcontents DownloadOurFreeGuideToAdvertisingInChina In2019,Chinaamassedanastounding$1.93trillionine-commercesales— makingitthelargestdigitalmarketintheworld,withaninternationalmarketshareofalmost55%.  Butwhat’sbehindthisphenomenalgrowth? Alongsidearapidincreaseinmobilephoneusage,socialmediahassignificantlychangedthewayChineseconsumersshoponline.Particularlyamongthoseborninthemidtolatenineties,whoareleadingthewayinchangingtrends.   Andthat’swhereXiaoHongshucomesintoplay:apopular‘lifestyle’appthat’stakenthee-commerceindustrybystorm.  Inthisguide,we’llexplainexactlywhatXiaoHongshuis,howbusinessessellonit,andhowyoucanuseXiaoHongshutoboostyourbrand’spresenceintheworld’smostimportante-commercemarket. WhatisXiaohongshu(andwhatmakesitsopowerfulforinternationalbrands)? XiaoHongshu(or‘LittleRedBook’)isaninnovative,‘socialcommerce’platforminChina.ThinkofitasAmazonmeetsInstagram,wherepredominantlyyoung,femaleconsumersdiscoverandpurchase‘luxurygoods’(likemake-up)onthebasisofproductreviewsandinfluenceropinions.  Youcouldsayit’ssimilartoInstagram’sshoppingfeature,whichhasalsoprovedtheconceptoffusinge-commercewithuser-generatedcontent—onlyXiaoHongshuisfarmoreelevated,andtakesthatideatoawholenewlevel.  Asyoumightimagine,thisimmersivetakeone-commercehasprovedhugelypopular.Theplatformhastripledinsizesincemid-2018,andnowboastsaround300millionregisteredusers. In2018,itraisedaUS$300millionfundingledbyAlibabagroupandTencentholdings.Atthattime,thecompanywasvaluedatUS$3billion. SuchrapidgrowthoffersauniqueopportunityforinternationalbrandstocapitalizeonChineseconsumertrends,wherereviewsandrecommendationsformalargepartofacustomer’sjourneytothecheckout. XiaohongshustartedasanonlinetourguideforChineseshoppersin2013.Ontheplatform,usersreviewedproductsandsharedtheirshoppingexperienceswiththecommunity.Later,in2014,thefoundersstartedfocusingonconnectingChineseconsumerswithglobalretailers.Theysetuptheplatformforcross-bordere-commerce,allowingChineseconsumerstodirectlypurchaseproductsfromoverseas. Today, XiaohongshualsohasanoperatingplatformREDMall,whichsellsinternationalproductstoChineseusers. Sohowdoyougetyoursliceofthepie? HowtosellonXiaohongshu—astep-by-stepguide NavigatingXiaoHongshu’smerchantsetupcanbetricky.There’salottothinkabout,andnotalotofsupportoutthere.Here’swhatyouneedtoknowabouthowtosellonXiaoHongshu…withoutthelearningcurve! 1.RegisteronXiaohongshu  First,you’llneedtoregisteranaccountonXiaoHongshu’senterprisesystem.Thisshouldberelativelystraightforwardifyouareanincorporatedcompanywithitsownemailaddress. 2.Provideyourcompanydetails  Aftercreatinganaccount,younextneedtoprovidethefollowingdetails: Companyinformation:includingcontactdetails,whereyouarebased,theoriginofyourgoods,trademodel(crossborderorgeneraltrade)andbusinesscategory. Companyqualification:proofofincorporation,alongwithaChinesebusinesslicenseorletterconfirmingyourrighttosellinChina.  Financialinformation:suchasbankdetails(don’tworry,youdon’tneedaChinesebank),billingcurrency,accountnumberandsortcode.  Brandinformation:includingbrandname,branddescription,brandimages,andwhetheryouareasinglebrand(onecompany)oramultibrand(aparentcompanytoothersubsidiaries). Brandqualification:trademarkcertificates,authorizationtoresellotherbrands(ifnecessary),aswellasconfirmationtosellasownbrand. There’salottocoverhere,soconsiderusingatoollikeAdChina.iothattakescareoftheregistrationprocessforyou.Thatway,youdon’tmissanythingoutandriskdelayingapproval.  3.Qualificationreview Onceyou’vesubmittedtheaboveinformation,XiaoHongshuwillprocessyourapplicationandmakeadecisionastowhetheryoucansellontheirplatform.Thiscanbeprocessedassoonasoneweekafteryoursubmissionifalltheinformationyouprovidediscorrect.  4.Signthecontract  IfyourXiaoHongshuapplicationisapproved,you’llreceiveadigitalcontracttosignviaemail,aswellasaphysicalcontracttoreturninthepost.Readthroughthesewithalegalconsultant,andsignthem(ifyouwanttoproceed)assoonasyoucan.  5.CompleteyourXiaohongshutraining ThefinalstepofXiaoHongshu’sapplicationprocessistocompletetheironlinetrainingprogram.  Thiscoverseverythingyouneedtoknowaboutsellingontheplatform,andyoucan’topenyourstoreuntilyou’vecompletedit.Putsometimeasidetoreallyfocusonthis—it’llhelpyouenormously,furtherdowntheline.  LookingtogetstartedinChina? AdChina.ioisoneoftheeasiestwaystogetstartedwithadvertisingon10+channelsinChina.Runcampaignsonmultipleplatformsfromasingledashboardtoreachyourtargetaudience.Createafreeaccounttogetstarted. HowinternationalbrandscanadvertiseonXiaohongshu XiaoHongshuoffersanumberoforganicandpaidopportunitiestopromoteyourbrandtoitsuserbase.Theseinclude: 1.Openingabrandaccount BrandaccountsareoneofthebestwaysofengagingwiththecommunityonXiaoHongshu.Theycanshare‘notes’withtheirfollowers,uploadimagesandvideocontent,selltheirownproducts,andresponddirectlytofanreviewsandcomments.  Withtherightstrategyandcontentinplace,abrandaccountonXiaoHongshucouldquicklygenerateinterestontheplatform,particularlyifyournotesareaddedtothe‘boards’ofpopularinfluencers,whichwe’lltouchonnext.  Growingyourfollowerbasewillalsogiveyourbrandthe‘socialproof’itneedstowinoverChineseconsumers.BeautybrandslikeLancome,InnisfreeandSwissehaveusedthistobecomesomeofthemostpopularbeautyaccountsontheplatform: Themake-upbrandsredefiningsuccessonXiaoHongshu.  2.Reachingouttoinfluencers,or‘KeyOpinionLeaders’  InfluencersandKOLsareabsolutelykeytogainingtractiononXiaoHongshu,andarearguablythemostpowerfulformofadvertisingtheplatformhastooffer.  Chinesemake-upbrand,PerfectDiary,wasabletodominatetheAsianbeautysceneinalittleunderthreeyears.TheyworkedcloselywithbothcelebrityandconsumerKOLsina‘pyramidstrategy’thatguaranteedwidespreadcoveragetoachievethis:  PerfectDiary’sKOLstrategyforXiaoHongshu.  Internationalbrands,likeMACCosmeticsandGucci,havealsocollaboratedwithinfluencersonXiaoHongshu.AustinLi,abeautyvloggerwhoentertainshisfollowerswithluxurylipstickreviews,isdefinitelyonetowatch.  XiaoHongshu‘InfluencerPlatform’—adatabasehostingaround6,000influencersisdesignedtoconnectyoutothosemostrelevanttoyournicheandbudget.  XiaoHongshu’sinfluencerplatform.  WanttorunaKOLcampaigninChina? AdChina.ioisoneoftheeasiestwaystoadvertiseanddrivetrafficinChina.WorkwithustorunaKOLcampaign,anduseourself-serviceplatformtoruncampaignsanddrivesales.CreateaFREEaccounttogetstarted. 3.InvestinginXiaohongshuadvertising  Alongsideorganicopportunitiesandinfluencermarketing,XiaoHongshualsoofferstraditionaladvertisingintheformof‘pop-up’ads—appearingwhentheappisopened—andpromotionalmessagesnativelyintegratedwithintheplatform’s‘explore’feed.  SomeexamplesincludeMACCosmetics’multi-pagecampaignforitsnewSPFfluid,andLancôme’spop-upadforits‘youth-activating’serum: MACCosmeticsSPFadvertonXiaoHongshu   Lancôme’spop-upadvertonXiaoHongshu HowdoesXiaohongshucomparetootherChineseplatforms? Ifyou’relookingintotheavailableadvertisingoptionsinChina,youmightbewonderingwhereXiaohongshufitsintothemarket. Afterall,withthehugepopularityofothersocialmediaplatformslikeWeChat,QQ,andWeibo—whatmakesXiaohongshuanydifferent?Andwhatbenefitdoesitofferinternationalbrands?  Well,firstandforemost,XiaohongshuisChina’sonlysociale-commerceplatformthatexistsspecificallyforuserstodiscover,review,andbuynewproducts.  It’salsotheNo.1rankedcross-bordershoppingappinChina,whichmakesittheidealplatformforinternationalbrandslookingtoreachChineseconsumers.  AndwhilstplatformslikeWeChatdoofferin-builte-commercecapabilities,nootherplatforminChinaissofocusedonfusingshoppingwithonlinecommunitiesanduser-generatedreviews.  ThisoffersahugeopportunityforbrandswantingtoattractChineseconsumers,who—morethananyotherdemographicintheworld—value‘wordofmouthmarketing’andcustomerreviewswhenbuyingnewproducts.   What’smore,incomparisontoothersocialmediaplatformsinChina,Xiahongshualsohasaveryuniqueuser-base:85%arefemaleandalmost60%areundertheageof24.ThisseparatesitfromplatformslikeWeChatwhichhavelesstargetedappeal.  However,theplatformhasstartedfocussingonattractingmoremaleuserssince2021tomaintainitsgrowth. Assuchtoday,XiaohongshuisoneofthebestinChinaforsellingfemalefashionproductsandcosmetics—particularlywhenteamingupwithKOLsorKOCs,whichwe’llbetouchingonalittlelater. So,allinall,XiahongshustandsoutintheChinesemarketasauniquesocialcommerceplatformthat’sidealfortargetingyoung,femaleconsumersinChina.  Xiaohongshusetup:Howlongdoesittaketobecomeamerchant? Thiswilldependonhowquicklyyoucancompletethestepswe’vecoveredabove,including: RegisteringforanaccountProvidingthenecessarydocumentationCompletingyourXiaohongshutraining Ifyou’reefficient,youcouldbecomearegisteredmerchantwithinoneweek,providingyoukeepintouchwithXiaohongshuthroughouttheprocess.Youcanemailthemonft_sellerservice@xiaohongshu.comifyoueverhaveanyproblems.  WanttorunaKOLcampaigninChina? AdChina.ioisoneoftheeasiestwaystoadvertiseanddrivetrafficinChina.WorkwithustorunaKOLcampaign,anduseourself-serviceplatformtoruncampaignsanddrivesales.CreateaFREEaccounttogetstarted. HowmuchdoesitcosttosellonXiaohongshu? ThereisnofixedfeeforsellingonXiaohongshu,asthiswillvarydependingontheindustryofyourcompany,aswellasitssizeandstoretype.  Generally,though,youshouldexpecttopayaninitialdepositintheregionof20,000RMB(orjustover$3,000),whichwillbetransferredbacktoyourregisteredbankaccountwithinthreemonthsofclosingyourstore.  Andintermsofcommissionspertransaction,you’llbelookingatsomewherebetween15-20%dependingonyourindustryandscale.  WhatmakesasuccessfulXiaohongshustrategy So,nowyouknowtheinsandoutsofbecomingaselleronXiaohongshu—howdoyouachievesuccessontheplatform?Herearethreetoptipstokeepinmind: 1.Encouragereviewsanduser-generated-content  90%ofChineseconsumersbuyproductsbasedontheirreputation. That’swhyXiaohongshuissosuccessful—becauseitdirectlyconnectsshopperstocustomerreviewsatthepointofpurchase.  Tomakethemostofthisuniqueset-up,it’simportanttoactivelyencourageuserstoleavereviewsonyourproducts.Youcoulddothisbyusinganofficialaccounttoengagewithactiveusersandrequesttheirfeedback.  Youcouldevenlaunchafreeproductgiveawayforthosewhohaveleftareviewonyourprofile,forexample.Thiswouldbeagreatwayofnotonlypromotingyourproducts,butalsogrowingyourorganicreachontheplatform.  2.BuildaneffectiveKOLandKOCstrategy  WhensellingonXiaohongshu,themosteffectivemarketingstrategyistoworkwithKeyOpinionLeaders(likesocialmediainfluencers)andKeyOpinionConsumers(commonuserswithfewerfollowers)tocreateoriginalcontentontheplatform.  Thesearetrustedbyusersandwillgiveyourbrandthe‘socialproof’itneedstoperformwellonXiaohongshu,whereuser-generatedcontentisking.  RevisitPerfectDiary’sKOLandKOCstrategytolearnmoreabouthowtostriketherightbalancebetweenthetwo.  3.Targetyoung,femaleconsumers Remember,Xiaohongshuisdominatedbyyoung,femaleconsumers,andsosuccessontheplatformwillbedeterminedbyhowwellyoucantargetthisdemographic.  Todothat,it’simportanttobuildabrandimagethat’sattractivetoyoungwomenintermsof: TheoriginalcontentyoucreateTheKOLsandKOCsyoucollaboratewithTheproductsyoupromoteandsellonyouraccount ThehighestperformingproductsonXiaohongshuincludefemalefashionitems,makeup,andskincare—so,puttingtheseatthecoreofyourcontentmarketingstrategyfortheplatformisamust.  MarketingonXiaohongshu— thebottomline… Ifyou’relookingtoreachyoung,femaleconsumersinChina,XiaoHongshushouldformakeypartofyourstrategy.  ButmarketinginChinaisnevereasy—therearelanguagebarrierstoovercome,regulationstonavigateandhighcoststhatcanmakegettingstartedalltoorisky…andthat’sjustscratchingthesurface.  That’swhyatAdChina,we’recommittedtohelpingbusinesseslikeyoursachievemarketingsuccessinChina,withoutalltherisks.Createafreeaccounttolearnhowwecanhelpgrowyourbrandinthebiggeste-commercemarketintheworld. 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