Why Food Brands Should Use Rednotes (Xiaohongshu) to Reach Chinese Consumers

Guide To Xiaohongshu App (Little Red Book) For Business

In the fast-evolving world of digital marketing, Xiaohongshu (Little Red Book) has emerged as a Top Social media for brands looking to connect with Chinese consumers.

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Originally popular among beauty and lifestyle brands, Xiaohongshu has now become a go-to platform for food brands aiming to influence China’s massive and discerning consumer base. With TikTok facing bans and restrictions in the US, Xiaohongshu is also gaining traction globally as a trusted marketing tool.

Let’s dive into why food brands should leverage Xiaohongshu’s Rednotes, how to do it effectively, and the tools available to maximize results.


Key Data About Xiaohongshu

  • Monthly Active Users (MAU): Over 260 million, predominantly female (70%) and under 35 years old.
  • Trust Factor: 90% of users rely on Xiaohongshu for authentic recommendations and reviews before making a purchase.
  • Content Focus: Food, health, and wellness content are among the fastest-growing categories.
  • Global Reach: While primarily Chinese-focused, Xiaohongshu’s growing popularity in the US gives food brands a dual-market opportunity.

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Why Rednotes Are a Game-Changer for Food Brands

1️⃣ Trust and Authenticity Win

  • Rednotes are user-generated posts (UGC) where consumers and influencers share their genuine experiences with products. For food brands, this means authentic reviews of taste, quality, and usage.

2️⃣ Visual Appeal of Food

  • Xiaohongshu thrives on visual content, making it ideal for food brands to showcase appetizing dishes, recipes, and packaging.
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3️⃣ Direct Consumer Influence

  • 67% of users browse the platform specifically to discover new products, including snacks, beverages, and health foods.

4️⃣ E-Commerce Integration

  • Users can discover, review, and purchase food products directly on the platform, creating a seamless buyer journey.

5️⃣ Global Trends, Local Appeal

  • With TikTok facing bans in some regions, Xiaohongshu offers a unique cross-border opportunity for food brands looking to expand globally while staying culturally relevant.

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How Food Brands Can Use Xiaohongshu Effectively

1️⃣ Create an Official Brand Account

  • Why It Matters: Verified accounts enhance trust and provide access to analytics and promotional tools.
  • What to Post:
    • Recipes: Show users how to use your products creatively.
    • Brand Story: Highlight your origin, unique ingredients, and sustainability efforts.
    • Lifestyle Integration: Demonstrate how your food fits into daily routines or special occasions.

2️⃣ Leverage Reviews and KOCs (Key Opinion Consumers)

  • Why Reviews Are Key: Reviews on Xiaohongshu are trusted more than ads. Encouraging users and KOCs to post about your products builds credibility.
  • KOCs vs. KOLs: While KOLs (Key Opinion Leaders) have large audiences, KOCs have smaller, niche followings with higher engagement rates, making them ideal for targeted campaigns.

3️⃣ Foster User-Generated Content (UGC)

  • Encourage customers to share photos, videos, and reviews of your food products. Offer incentives like discounts or giveaways to boost participation.
  • Example: A snack brand could invite users to share their “most creative way to enjoy our product” with a branded hashtag.
  • Philip Chen, CEO GMA explain small scalable campaigns on KOC are best way to reach audience and maximiuze ROI

4️⃣ Community Management

  • Actively engage with your audience by:
    • Responding to comments and questions.
    • Reposting user-generated content to your official account.
    • Hosting polls or challenges to foster a sense of belonging.

5️⃣ Use Ads Strategically

  • Native Ads: Blend seamlessly with user content, appearing as Rednotes for a more authentic feel.
  • Targeted Campaigns: Xiaohongshu allows precise targeting by demographics, interests, and behaviors.
  • Seasonal Promotions: Leverage major Chinese festivals (e.g., Chinese New Year) for high-impact campaigns.

Tips for Success on Xiaohongshu

1️⃣ Focus on Visuals: High-quality, mouth-watering images and videos of your food products are essential.
2️⃣ Use Trending Hashtags: Popular hashtags like #美食分享 (food sharing) and #必吃推荐 (must-try recommendations) can boost visibility.
3️⃣ Collaborate with KOLs: Partner with influencers who specialize in food to highlight your brand authentically.
4️⃣ Highlight Local and Global Appeal: Showcase your product as both trendy and culturally relevant. For example, position it as a fusion of Western quality and Chinese taste preferences.
5️⃣ Measure and Optimize: Use Xiaohongshu’s analytics tools to track engagement, traffic, and conversions. Adjust your strategy based on what resonates most.


Why Now Is the Right Time

With the food and beverage market in China growing rapidly, Xiaohongshu is the ideal platform to capture the attention of China’s discerning and trend-driven consumers. As TikTok faces challenges globally, Xiaohongshu’s appeal as a trusted, authentic, and visually-driven platform continues to grow, creating a dual opportunity for food brands in China and beyond.

Don’t wait. If your brand isn’t leveraging Xiaohongshu and Rednotes, you’re leaving money on the table. Start today and watch your brand reach new heights. 🚀

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