With billions of social media users in China, your business can expect an exponential growth if you can make a name for it! How to build your Chinese online marketing strategy from scratch? For Xiaohongshu and WeChat, what are the techniques and considerations involved?
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In November’s Digital Academy seminar, Jones Ng, Founder of Chiwa Digital Media Capital Group Limited and Owner of the WeChat public account that has a follower base of over 300,000 and monthly traffic of over a million, to share on-site some practical operations of China online marketing and skills from entry level to advanced.
Unique Advantage of Hong Kong's Xiaohongshu Accounts
As Jones pointed out, Hong Kong has around 2 million Xiaohongshu users, while there are around 7 million Mainland China travellers, implying that Hong Kong alone is facing a huge market of nearly 10 million Xiaohongshu users! The Hong Kong accounts are born with the advantages of both the local market and the Mainland China market, which cannot be achieved with traditional social media such as Instagram and Facebook.
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Xiaohongshu as a Decision-Making Tool for Consumers
Jones mentioned that Xiaohongshu performed outstandingly in the first 3 steps of the Customer Journey, namely “Attention-Interest-Desire”, but most users will stop at the third step of “Desire”. This is because these users are here to learn something: Where to buy less expensive LV bags to save a hundred dollars? How to differentiate between genuine and counterfeit goods? and so on… From there new customer demands are generated among users’ critiques.
Xiaohongshu Helps Achieve High Turnover
Although Hong Kong’s Xiaohongshu user base is only 10 million, the key is not the total user number. “Facebook has a user base of 2 billion, but does placing a Facebook Ad achieve a good result?” According to Jones, Xiaohongshu has the top deal amount per transaction in China, with an average of RMB300+ per deal.
Despite lower traffic compared with other platforms, Xiaohongshu intentionally supports businesses within its system. If your business is recommended by Xiaohongshu’s algorithm, it will elevate to a new height, “since Xiaohongshu already gathered the richest group of Chinese.”
To learn the exact techniques to direct traffic to your Xiaohongshu accounts and make the deals, click through below video!
Watch the Webinar Recording Now (In Cantonese):
For more digital marketing insights, please register at the Digital Academy website to view!
About the Speaker
Jones Ng / Founder of Chiwa Digital Media Capital Group
Jones possesses over 15 years of China marketing experiences and is skilled in using WeChat and Xiaohongshu to improve brand image and explore business opportunities. His Group’s official WeChat account “HeyYo Hong Kong” has more than 300k followers and an average monthly viewership of over a million. Past clients include Watsons, MTR, SKII, Hugo Boss, Alipay, MeadJohnson, Estee Lauder, L’OREAL etc. He also shared insights in over 50 seminars and training sessions with Nasdaq, HSBC VisionGo, Qianhai International Liaison Services Ltd, and Macao Young Entrepreneur Incubation Centre etc.
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