In China, as Chinese Gen Z dominates online consumption, they’ve redefined what “influence” means. The future now belongs to micro-KOLs, creators with smaller but deeply engaged communities who blend personality with purpose.

In the West, brands build awareness on Instagram or TikTok and manage customers through email or CRM. In China, for B2B brand, everything happens inside one ecosystem-WeChat.a new WeChat power trio has emerged: Wechat Official Accounts, Wechat Video Channel and WeCom (企业微信).

China’s social media ecosystem never stands still. Short videos still dominate attention, but they’ve matured into gateways to deeper community-driven engagement. For international marketers, understanding this evolution isn’t optional! it’s essential for connecting with modern Chinese consumers.

Learn what content is restricted on Chinese social media platforms like Douyin, Rednote (Xiaohongshu), WeChat Channels, Kuaishou and more. Stay compliant and avoid takedowns with our expert guide.

Navigating Rednote’s rules can be challenging, especially for foreign brands unfamiliar with Chinese social media regulations. There are different types of reasons why rednote bans your content or account!

Many foreign brands entering the Chinese market make the mistake of copy-pasting their Instagram strategy onto Rednote (Xiaohongshu). In this in-depth guide, we’ll explain why localizing your Instagram content is not enough, how Rednote’s algorithm and user behavior differ from Western social media, and what foreign brands must do to succeed.

Rednote has grown into China’s go-to platform for product discovery, lifestyle inspiration, and community-driven shopping. For foreign brands, mastering Rednote marketing is the key to unlocking one of the world’s largest consumer markets.

Rednote Marketing is a powerhouse strategy for foreign brands to connect with China’s tech-savvy consumers. Combining social media and e-commerce, Rednote lets brands engage users through authentic storytelling, viral UGC and seamless shopping experiences. With over 200 million monthly active users—67% female and highly affluent—this platform dominates lifestyle, beauty, fashion, and travel trends!

Rednote Marketing is a powerhouse strategy for foreign brands to connect with China’s tech-savvy consumers. Combining social media and e-commerce, Rednote lets brands engage users through authentic storytelling, viral UGC and seamless shopping experiences. With over 200 million monthly active users—67% female and highly affluent—this platform dominates lifestyle, beauty, fashion, and travel trends!

To thrive on Rednote (Xiaohongshu), brands must prioritize authenticity, leverage micro-influencers, and harness AR/SEO tools. With 68% of Chinese consumers discovering brands via Rednote, the platform remains non-negotiable for market entry.

China’s influencer marketing industry is projected to grow by $25 billion, accounting for nearly 40% of global influencer spending. Despite rising ad costs and shifting algorithms, brands continue to invest heavily in Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs). Here’s why influencer marketing remains indispensable in China’s hyper-competitive market.

With 250 million monthly active users (MAUs) and 65% searching for “nearby services,” Xiaohongshu has become China’s top platform for bridging online buzz and offline foot traffic. For offline businesses, mastering RED’s geo-social features is no longer optional—it’s essential.