HKTDC Webinar Recap: Xiaohongshu Playbook for SMEs | 2023H2 China Marketing Trends

New digital marketing trends keep emerging in Mainland China with Xiaohongshu (“Little Red Book”) as the popular newbie competed by many businesses. To seize every opportunity to enter the Mainland China market, SMEs must grasp its essence! With growing Artificial Intelligence (AI), many free AI tools exclusive to Mainland China are also available to boost your productivity. There are also new rules of thumb for KOLs, short clips and content marketing!

In May’s Digital Academy webinar, Carri Yeung, MarTech platform MemePR’s Assistant Director of Strategic Development, analysed online marketing trends in Mainland China for the second half of 2023 and helped SMEs explore more business opportunities. The discussion covered the following:

Carri pointed out that according to market research, 67% of Chinese consumers are mostly influenced by Key Opinion Leaders (KOL), followed by Product Discounts. It’s worth noting that the proportion of consumers influenced by KOLs is as large as 75% among the 25-34 age group! As for the younger 18-24 age group, they are more influenced by brand story and brand culture.

Carri analysed the buying behaviour of Chinese consumers.

The Rise of Millennials & Gen Z

For target customer groups, Carri suggested companies should focus on the Millennials and Gen Z (those born in the 80s and 10s) as “they are the future of brand growth.” As he quoted, nearly 70% of Millennials will spend more – knowing their spending habits and meeting their preferences will be key to brands’ success.

The younger consumer groups in China have growing influence on businesses.

After understanding consumer trends, Carri talked into details of specific social media execution strategies on Xiaohongshu and other Chinese social platforms. Watch the full replay video below for his ideas!

Watch the Webinar Recording Now (In Cantonese):​

About the Speaker

Carri Yeung, Assistant Director of Strategic Development of MemePR

Carri Yeung, Assistant Director of Strategic Development of MemePR

Carri Yeung is a MarTech Evangelist. He has worked in a few MarTech Startups and 4A Digital Agency to help Fortune 500 companies in their marketing planning and digital transformation.
Carri specializes in the marketing ecosystem in APAC. He has in-depth know-how in technical fields such as Web3 Marketing, Marketing Automation, Digital Advertising, CRM Systems, and EC Systems.

Upcoming Webinar on June 28!

Interested in more digital insights? Mark your calendar for the next Digital Academy’s webinar: Win SEO Traffic with AI | SME Online Exposure Strategic Boost (in Cantonese only) happening on June 28, where SEO Expert and Founder of HDcourse Ivan So will talk about how to boost SEO traffic with his recommended AI tools! Register now by clicking below image:

Meanwhile, don’t forget to visit Sourcing powered by AI to source your favourite items!

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