HKTDC Webinar Recap: The Ultimate SME Guide to Operating Xiaohongshu and Douyin

Xiaohongshu and Douyin are an inevitable route to enter the Mainland China market. Many small and medium-sized businesses (SMEs) have opened Chinese social media accounts but don’t know how to proceed, struggling to increase traffic but seeing no improvement. Even when they managed to generate traffic, they don’t know how to monetize it, not realizing gain.

In June’s Digital Academy seminar, we invited Clement Yip, the Founder of growforce who possesses over 20 years of China marketing experience, to share onsite the right mindset for SMEs to operate Xiaohongshu and Douyin, and the content plan for exploring potential customers.

A full house of attendees at the hybrid seminar!

In this digital era, social media has become the major bridge between brands and consumers. As two of the most popular social media platforms, Xiaohongshu and Douyin (TikTok) attract numerous brands’ attention with their unique ecosystems and user communities. 

Comparing the demographics of Xiaohongshu and Douyin communities.

Xiaohongshu: Find the Right Target Groups First

During the seminar, Clement shared tips to optimize both platforms’ operations for better conversions. For Xiaohongshu, since it adopts a “reversed-marketing funnel” approach which emphasizes finding the right persons/ target customers first, companies can leverage KOL collaborations, precise positioning and keyword research to maximize exposure of high quality contents in order to draw customers’ awareness. In particular, the K-F-S model is key!

The operating principle behind Xiaohongshu is a reversed funnel.

Douyin (TikTok): Target Those with Intention to Buy

As for Douyin (TikTok), since it is a short footage social platform diverse users across various age groups and interests, brands need to clearly identify target user communities and create appealing shorts for promoting their products. Live streaming, celebrity / KOL collaborations and SEO are some of the ways Clement pointed out.

Focus on the A3 segment of the AISAS model.

To explore more, please watch the video recap below:

Watch the Webinar Recording Now (In Cantonese):​

For more digital marketing insights, please register at the Digital Academy website to view!

About the Speaker

Picture of Clement Yip / growforce Founder & Managing Partner

Clement Yip / growforce Founder & Managing Partner

Clement has over 20 years of China marketing experience and is the Founder and Managing Partner of growforce, providing innovative business consultation and planning as well as digital marketing solutions to enterprises and brands from growforce’s offices in Shanghai, Guangzhou, Shenzhen and Hong Kong. Clement is also Former Partner of PwC Consulting, Experience Center, Mainland China and Hong Kong, Former Greater China CEO of BBDO Proximity, Former China Managing Director of Wunderman+AGENDA, WPP, and Founder and Managing Director of AGENDA Shanghai.

About the Moderator

Picture of Bernie Wong / Founder, Social Stand Limited

Bernie Wong / Founder, Social Stand Limited

Dr Bernie Wong is a creative digital and social media marketing professional. He has worked with such Fortune 500 brands as Marks & Spencer, GAP, Adidas, and Disney, serving as the Founder of Social Stand Limited and helping clients tell their stories, engage with their audiences and unleash the power of their brands. He is also a radio programme presenter, newspaper columnist and lecturer in academic institutes.

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