Xiaohongshu, also known as RED, has emerged as a powerhouse in China’s digital landscape, boasting a vibrant community of users eager to share and discover lifestyle inspirations.
Xiaohongshu: The Hub for Chinese Travel Planning
Within its diverse offerings, Xiaohongshu has particularly resonated with the travel sector, attracting an eager audience of explorers. According to a report by TOPKLOUT.COM, a staggering 82.4% of users rely on online platforms to curate their travel plans and gather insights and tips, with Xiaohongshu emerging as the preferred choice. Its visually engaging and interactive content format has not only become indispensable for Chinese consumers in the planning stages of their trips but also represents an unparalleled marketing opportunity for travel brands aiming to engage this lucrative demographic.
The Chinese Tourists
Xiaohongshu has become an influential platform for travel content, with official data showing a surge in international travel-related content in 2024. The user base interested in international travel has increased dramatically from 6 million to 19 million. Specifically, there has been over a 200% growth in interest in travel content related to Japan, the Maldives, South Korea, and Thailand.
Demographically, the segment of users interested in international travel is primarily female, aged between 19 to 30, and residing in Tier 1 or Tier 2 cities. This group is characterised by a higher disposable income and a propensity for online shopping and social media use.
These consumers are digital natives with a strong inclination to explore new destinations and experiences. Their preferences skew toward cultural immersion, luxury accommodations, and unique local experiences. Their booking habits are increasingly mobile-centric, with a significant portion of research and bookings occurring on smartphones. Social media platforms, particularly Xiaohongshu, significantly influence their travel decisions. User reviews, compelling visuals, and travel influencers play a crucial role in determining their choices of destinations and services.
Marketing Strategies on Xiaohongshu
Captivating Chinese travellers on Xiaohongshu requires a multifaceted approach that combines visual storytelling with cultural resonance. Brands must craft a content strategy that not only dazzles the eye but also speaks to the heart. High-quality images, videos, and narratives that showcase the distinctive features of a destination or travel experience are paramount. By leveraging the platform’s visually rich and interactive format, brands can provide a go-to resource for Chinese consumers planning their next escape, thus unlocking unprecedented marketing potential.
Influencer marketing, particularly through Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs), is a cornerstone of successful branding on Xiaohongshu. KOLs, with their substantial followings, can propel brand messages to a wider audience, while KOCs, who are trusted voices within niche communities, drive engagement through authentic product experiences and recommendations. This grassroots approach to influencer marketing creates an environment where “grass-planting”—a Chinese marketing concept that involves cultivating desire and purchase intent through user reviews and recommendations—can thrive.
User-generated content (UGC) is another critical component of Xiaohongshu’s marketing landscape. UGC, such as reviews and travelogues, builds trust and credibility among potential customers. It serves as social proof, encouraging users to book with confidence. By encouraging users to share their experiences and curating these stories into your brand narrative, you can significantly enhance your brand’s appeal and perceived reliability.
To maximise the impact of UGC, consider the following strategies:
– Encourage Authenticity: Invite users to share their genuine experiences and curate the best stories on your brand’s page.
– Leverage Visuals: Support your UGC with high-impact visuals that capture the essence of your travel offerings.
– Engage with Users: Respond to comments and reviews to build a community around your brand.
By integrating KOL and KOC marketing with a strong UGC strategy, travel industry brands can effectively resonate with Chinese consumers on Xiaohongshu, increasing brand awareness and conversions.
Case Study published by Xiaohongshu: Australia Tourism Board
In the aftermath of the pandemic, the Australia Tourism Board embarked on a revitalisation mission with the “Come and Say G’Day” campaign, featuring the enchanting duo of Ruby, the kangaroo, and a unicorn to encapsulate the nation’s natural splendour.
To generate initial buzz, the Australia Tourism Board’s official Xiaohongshu account showcased vivid photos from an offline event held in Chengdu, and invited users to engage with the campaign. This strategic move successfully piqued interest and drew the audience’s attention.
Building on this early momentum, the Tourism Board then launched a comprehensive advertising campaign on Xiaohongshu. This included splash ads for maximum impact, native ads for seamless integration, and search ads to enhance discoverability, thereby significantly boosting the account’s visibility.
Consistent content updates were also crucial to maintaining engagement. The official account regularly posted diverse Australian landscapes, further promoting the country as a must-visit destination.
The campaign achieved remarkable results, garnering over 17 million impressions and more than 160,000 interactions. It also led to a 62.83% month-on-month increase in searches and exceeded 600,000 views on the topic. This case study demonstrates the power of a creative approach combined with a strategic use of Xiaohongshu’s advertising tools to capture the imagination of a vast audience and reinvigorate interest in international travel.
Xiaohongshu is more than just a social media platform; it’s a community where Chinese consumers seek inspiration and validation for their travel decisions. For the travel industry, this presents a unique opportunity to connect with a highly engaged audience. By crafting content that resonates and leveraging the power of influencers and user-generated content (UGC), travel brands can effectively reach and influence Chinese consumers.
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Xiaohongshu Ads: Unleashing Success in the Chinese Market
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