How to succeed on Little Red Book in China (Xiaohongshu)

Little Red Book app

Nowadays, internet platforms are becoming more important for young people to consume. Social platforms like Little Red Book have shortened the distance between brands and consumers. Qu Fang, founder of Little Red Book, said ” the original intention of Little Red Book is introducing good foreign brands to Chinese consumers and recommending good Chinese brands […]

Luxun meets Xiaohongshu in viral TVC, “The Diary of a Hipster”

Daxue Consulting - XHS - Chao's Diary

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 […]