How Chinese consumers and TikTok refugees are shaping Little Red Book in China (RedNote)
Little Red Book, also known as RedNote and Xiaohongshu (小红书), was founded in Shanghai in 2013 by Charlwin Mao and Miranda Qu. Although the English name is used to refer to the collection of quotations from Chairman Mao, they are unrelated. RedNote is a lifestyle-focused social media and e-commerce platform that is widely popular among […]
Luxun meets Xiaohongshu in viral TVC, “The Diary of a Hipster”
On December 24th, 2021, Xiaohongshu (小红书, Chinese equivalent of Instagram); released a fashion TV Commercial (TVC) – “Chao’s Diary” (潮人日记, which can also be translated to “The Diary of a Hipster”), with cinematic retro shots that referenced Lu Xun (鲁迅), who is considered China’s greatest modern writer of the 20thcentury. The commercial tells a story […]
Daxue Talks Transcript #62: How are brands adapting to the coronavirus outbreak on Xiaohongshu?
Brands adapting to coronavirus outbreak on Xiaohongshu Find here Daxue Talks episode 62. In this interview, Miro Li provides her insights into what brands are doing differently on Xiaohongshu (Red) in response to the coronavirus outbreak. Full transcript below: Can you provide interesting cases on how brands on Xiaohongshu adapted to new conditions during the […]