RED（XIAO HONG SHU) is one of the most innovative Chinese platforms out there. Beginning as a billion dollar start-up, it is now one of the top and booming Chinese social media apps. If you’re looking to enter a new market RED is an amazing option. Check out the highlights below!
Perfect Targeting
- Mainly targets Chinese women aged 18-35 years old
- Great feature for Chinese millennials to discover and buy
- Range of products in cosmetics, healthcare, fashion & luxury international brands
Unique Combination of E-commerce & Social Media Features
- Shares similarity to Tmall and Weibo platform
- Content created by users which makes the app more trustworthy
- Enables users to review foreign products, share shopping tips and swap fashion ideas
- Most users are savvy shoppers who want to get the best products from overseas
Word of Mouth
- Users can post photos within reviews and offer tips
- Users can read comments and save posts to boards (like Pinterest)
- Word of mouth plays a huge role in purchase decision making for users especially in the era of Key Opinion Leaders
- Chinese users are more selective than ever making traditional marketing tactics no longer effective
Share Review & Purchase at the Same Platform
- Reliable option as it has e-commerce platform for users to purchase products in the same app directly from the official brand
- Users don’t need to worry about authenticity
- Has partnerships with many foreign brands from U.S, Korea and Japan. Examples include SK-II, Anna Sui, GNC.
Brands are Already Leveraging the Platform
- Number of mentions of luxury labels has increased rapidly on the platform in terms of millions
- Sales on the app exceed sales on other platforms
- Panasonic hair dryer on sale for one day on the sapp surpassed the equivalent of a full month sales on traditional e-commerce platform
- 3 day sale on RED for Japan’s Dr Ci: Labo skin toner beat one years worth of offline sales of the product at counters in Hong Kong
Act fast and enter the lucrative Chinese market with RED. IG Marketing Solutions is ready to help you every step of the way. Contact us and we’ll get you on track.
Image via ReadKonG
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