Chinese social media platforms like Xiaohongshu (RED) have been developing rapidly in recent years. Many SMEs have been working hard to develop new customer sources, but even after accumulating a large number of followers, sales revenue hasn’t met expectations, making their efforts seem futile. How can traffic be converted into actual orders to realize true commercial value?
In January’s Digital Academy seminar, Sherman Ma, founder of WECHATBIZ who has 14 years of experience in e-commerce and the Chinese social media industry, analyzed new trends in China’s online marketing for 2025 at the Hong Kong Baby Products Fair. He provided a comprehensive guide from opening an account to posting content and discovering potential customers, all the way to finalizing sales.
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Xiaohongshu Strategies for Different Traffic Entry Points
During the hybrid seminar, Sherman pointed out that the era of data-driven precision marketing has arrived. Advances in AI and big data technology enable businesses to more accurately understand consumer behavior and create personalized marketing strategies. Meanwhile, the rise of short videos and live-streaming e-commerce has reshaped traditional sales models. Platforms like Xiaohongshu and Douyin have become important venues for driving sales through content marketing.
To succeed on Xiaohongshu, one must first understand the platform’s 3 main traffic entry points:
Follow Page: Building loyal follower base
Search Page: Optimizing keywords for precise traffic
Discovery Page: Maximizing exposure opportunities
Content Creation Tips for Xiaohongshu
Subsequently, there are 3 key points for creating eye-catching content, including topic strategy: combining industry trends with user needs, analyzing successful cases, learning from others’ successful experiences and practices, while maintaining 30% innovative elements.
Regarding content presentation methods, Sherman recommends optimizing cover design (4:3 ratio), highlighting core selling points, and focusing on visual impact.
Finally, regarding content publishing timing, different topics have different optimal publishing times. One should choose the best publishing time slots according to different categories, such as:
- Beauty & Skincare: 20:00-23:00
- Lifestyle: 18:00-23:00
- Learning & Work: 9:00-11:00, etc.
China Marketing Success Lies In Private Domain Traffic
After creating good content, promotion begins. Besides traditional official accounts, industry KOL collaborations, and advertising placement, Sherman mentioned the most important “secret weapon” – private domain traffic. He emphasized in the seminar that building and operating private domain traffic has become key to brand marketing success. Through social fission strategies, businesses can not only enhance user stickiness but also build lasting brand loyalty.
For more digital marketing insights, please register at the Digital Academy website to view!
About the Speaker
Sherman Ma / Founder, WECHATBIZ
Sherman Ma has 14 years of experience in e-commerce and Chinese social media industries. He previously served as a guest lecturer in Brand Management at the Open University of Hong Kong (now Hong Kong Metropolitan University). Currently, he is the founder of WECHATBIZ, a Chinese digital marketing platform, and co-founder of JETSOPRICE, a bargain e-commerce platform.
Sherman is well-versed in major e-commerce and traffic platform models, and specializes in brand strategy planning, Xiaohongshu (RED) platform marketing, influencer livestreaming, Mainland Chinese internet marketing, and precise product marketing.
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