social selling

Sandra Weiss from Redfern Digital explores how Chinese social media platform Xiaohongshu has evolved this year, and how brands can exploit the platform’s features to increase purchase and conversion rates going into 2023 Xiaohongshu (also known as Little Red Book or RED) is a thriving place for Chinese users to share product and brand experiences, provide and obtain recommendations and lifestyle tips, and most importantly, discover new products and brands. …

What are China’s main e-commerce platforms? Who buys what from which platform? Are Douyin and Xiaohongshu taking over from Tmall and JD? This infographic answers your pressing China e-commerce questions Created with information provided by cross-border e-commerce company Samarkand Global

Often compared to Instagram or Pinterest, Xiaohongshu (or RED in English) helps users discover and buy luxury, fashion and beauty products. It can also be an essential tool for building community around a brand in China, writes Mark Bellamy from Aiken Digital.  Comparing Chinese platforms to those we are familiar with in the West often provides a helpful analogy for understanding the way they work: WeChat and WhatsApp; Tmall and …

The priority for most brands as Q3 draws to a close is ensuring that plans have been finalised and locked in for Singles’ Day. The shopping festival has now become a month-long opportunity to gain more traction through e-commerce stores, write Ryan Molloy and Frank Ren from RedFern Digital  There are three major components to Singles’ Day (falling on 11 November and also known as 11.11 or Double 11) that …

In collaboration with Douyin, CBBC successfully launched its first IP roundtable at Shanghai British Centre on 21 July, aiming to support rights owners in understanding Douyin’s e-commerce business model as well as its IP protection policies Conor Murray, IP attaché from the British Embassy Beijing, delivered opening remarks for the IP roundtable online. Around 25 representatives from the food and drink, pharmaceuticals, publishing and luxury sectors attended the meeting and …

From Holland & Barrett to Sweaty Betty, more and more UK brands are joining Tmall to gain access to the China market. The upcoming Pitch Fest is a golden opportunity for UK brands to be fast-tracked into the world’s biggest shopping event, Alibaba’s Singles Day (aka 11.11) Global Shopping Festival Alibaba Group’s Tmall Global has announced the launch of the UK and Ireland edition of Go Global 11.11 Pitch Fest, …

Backed by Alibaba and Tencent, social e-commerce platform Xiaohongshu is known for its community of well-informed consumers and can be a boon for small consumer brands looking to generate word of mouth in China, writes Robynne Tindall When it comes to fashion and beauty in China, there is one platform that savvy shoppers know to turn to: Xiaohongshu. Sometimes compared to Instagram, Xiaohongshu is more akin to a blend of …

REDFERN DIGITAL AND CBBC HAVE PARTNERED TO PRESENT A FOUR-PART SERIES ON DIGITAL RETAIL IN CHINA. THE THIRD PART IN THE SERIES EXPLORES HOW TO EMOTIONALLY ENGAGE YOUR BRAND WITH CHINESE CONSUMERS. SIGN UP AT THE LINK BELOW THE ARTICLE TO TAKE PART IN THE LAST IN THIS SERIES ON WEDNESDAY What are the challenges that UK brands face when entering the China market? UK brands need to realise that …

Social commerce has emerged in recent years as an integration of social media and e-commerce. One of the most popular platforms known for social commerce is Xiaohongshu. or Little Red Book (RED), writes Sandra Weiss RED started off as a platform for sharing product reviews and recommendations among young Chinese consumers, after which the platform began to implement e-commerce features that allowed individual merchants or brands to open up stores …

With the increasing relevance of live streaming in China’s digital landscape in recent years, especially in the realm of e-commerce, more regulations have become necessary to restrict fraudulent activity and misinformation, writes Sandra Weiss During the Covid-19 outbreak in China, live streaming was a market saviour for many brands and stores that were forced to shut down their offline channels due to the lockdown. As consumers were also isolated in …