Just as TikTok, the promotion activity may be the sales of personal care products, high-quality foodstuffs like bird’s nest, accessories and other fashion items for Chinese customers. By emulating the behaviour and aspirations of successful Chinese influencers, foreign businesses can enjoy similar levels of marketing success in the China market.
Chinese social media and its influencers are a key portal for brand development and promotion. While it may also not be suitable for every product or for every social media user, the methods used by Chinese influencers can be applied by foreigners who wish to break into the high-end and sophisticated consumer market in China.
The shutdown of TikTok in the US shifted many Western users to Xiaohongshu or “Little Red Book” as an alternative social media for accessing a Chinese audience. Xiaohongshu is a very different beast from Westernised TikTok and marketing success on this platform requires more use of Chinese characteristics.
