Sorry, I’m no longer your Chinese Social Media Manager!

Zoe | Xiaohongshu Marketing Expert

4 min readJan 22, 2024

Hi,

This is Zoe, and I’ve got BIG news to share with you!

Maybe some of you have already noticed my change…

I’m no longer your Chinese Social Media Manager.

2024, I know it’s time to move on. ✨

Now, I’m your go-to Xiaohongshu marketing expert.

Yes, I’m pivoting my business from Chinese Social Media Marketing to focus on Xiaohongshu Marketing! 😊

Why?

Firstly, focusing on one platform means delivering killer results for you.

Instead of juggling everything from WeChat, Weibo, Douyin, Zhihu, I’ve decided to specialize on one platform — — Xiaohongshu.

(⚠️ Quick reminder for all you business owners: you don’t want to be a generalist; you want to be a specialist.)

So, for the past couple of years, I’ve been looking for the best solution to benefit international businesses, which also means narrowing down my own business focus.

And finally, I found my sweet spot — — Xiaohongshu!

What happened?

Well, to be honest, I’m a big fan of Xiaohongshu Myself.

As a real user. I spent A LOT of TIME on Xiaohongshu.

I go on Xiaohongshu to search for travel tips overseas.

I turn to Xiaohongshu for workout routines and makeup tutorials.

I get my solo moment on Xiaohongshu with touching or hilarious stories shared by fellow users.

I’m hooked on the wealth of valuable information and amazing content, and would you believe it, I’ve even made a bunch of friends on Xiaohongshu! From the online realm to offline connections!

As a content creator, I’ve grown a devoted audience with ORGANIC content.

Yes, I’m a KOL myself across Chinese Social media platforms.

My profile across Chinese Social Media Platforms

I spill the beans on my digital nomad lifestyle, my journey, and my take on online business.

And, I built this audience real quick with ORGANIC content, without paying for ads or boosts.

Throughout my journey as a content creator on Xiaohongshu, I’ve soaked in the fantastic community vibe, where the audience is super engaged and supportive.

I receive so many DMs from my followers who appreciate my content. They told me how I’ve encouraged them to work for themselves and pursue their dreams.

It’s incredibly rewarding! 🎉

As I create content on Xiaohongshu, I’ve come to love the platform even more!

Lastly, the shift is evident in my social media marketing agency.

In the past, clients knocked on my door for WeChat, Weibo, and Zhihu…

But lately, it’s all about Xiaohongshu!

Yes, that’s the real deal! 👍

I see massive potential for international businesses on Xiaohongshu!

WHY?

The users, users, users!

Xiaohongshu pulls in well-educated, high-end users, including those with international backgrounds. This is exactly the target audience most international brands are itching to attract in the Chinese market.

Organic Content and Community Vibe

Yes, I’ve raved about being a big fan myself and experiencing the engagement as a content creator.

Which means, for consumer brands, SAME!

It’s a goldmine for achieving organic reach and genuine word-of-mouth exposure. Especially handy for brands dipping their toes into the Chinese market on a budget.

Last, Xiaohongshu has become more powerful than ever! 💪

Okay, before, Xiaohongshu was primarily a social media community for users but lacked a bit in business support.

However, in the last 1–2 years, Xiaohongshu has significantly stepped up its game on the business front.

Let’s walk through the Key Milestones of Xiaohongshu:

XiaoHongShu started in June 2013, aiming to solve the problem of “Don’t know what products to purchase when traveling abroad”.

Back then, Xiaohonghsu only provides overseas shopping tips on the platform.

In the next couple of years, it expanded to cover areas like food, travel, education, fashion, career, outdoor, fitness, and study.

In March 2019, Xiaohongshu launched business accounts.
In early 2020, Xiaohongshu allowed brands to open their own stores on Xiaohongshu.
In January 2021, Xiaohongshu launched Pugongying, a KOL and brand marketplace.
In April 2023, Xiaohongshu launched “Note-driven Commerce” (笔记带货), a feature for direct sales through posts.
As of January 2024, Xiaohongshu has hit a whopping 260 million Monthly active users. It’s evolved into an all-smart social e-commerce platform, complete with detailed data insights and a slew of tools to help brands rake in revenue.

I believe Xiaohongshu become the best solution for international brands to attract more Chinese audiences and generate revenue.

I’m here to help!

Feel free to reach out if：

You have questions about Xiaohongshu
You want to discuss further how we can work together to achieve your next goal in the Chinese market.

Sorry, I’m no longer your Chinese Social Media Manager!

Now, I’m your go-to Xiaohongshu marketing expert.

I see massive potential for international businesses on Xiaohongshu!

Written by Zoe | Xiaohongshu Marketing Expert