Marketing to New HKers: Brands Capturing Young Consumers on Xiaohongshu

With the implementation of various talent immigration programs in Hong Kong, an increasing number of new residents from Mainland China are moving to the city. According to the latest data, in the first half of 2024, Hong Kong received over 320,000 applications, nearly 200,000 of which were approved, resulting in more than 130,000 talents successfully relocating. This trend not only creates new market opportunities for both local and international brands but also presents a unique chance for targeted marketing on Xiaohongshu (Little Red Book), a popular social platform.

Xiaohongshu is a lifestyle-focused social e-commerce platform that resonates particularly well with young users, especially within the new Hongkonger community. Brands can leverage Xiaohongshu’s substantial traffic and strong community engagement to effectively reach this emerging market, enhancing brand recognition and influence. Therefore, seizing this opportunity through innovative marketing strategies on Xiaohongshu is crucial for brands looking to stand out in a competitive landscape.

1. The Rise of Xiaohongshu and New Hongkongers’ Usage Habits

As a lifestyle-oriented social e-commerce platform, Xiaohongshu has gained immense popularity among young users. As of 2024, the platform boasts 300 million monthly active users, underscoring its growing influence. The user base primarily consists of post-95s and post-00s generations, accounting for 50% and 35% respectively, with half of the users hailing from first and second-tier cities. These statistics position Xiaohongshu as a vital marketing frontier for brands targeting young consumers. New Hongkongers actively use Xiaohongshu to search for products and share or receive recommendations (“planting grass”). For local Hong Kong brands and international companies seeking growth, Xiaohongshu undoubtedly offers a valuable marketing channel.

2. Advantages of Marketing on Xiaohongshu

Xiaohongshu is not merely a social platform but rather a user-generated content (UGC)-driven e-commerce ecosystem. Users share shopping experiences, lifestyle tips, and food recommendations, creating a robust community effect. This environment allows brands to build trust through authentic user feedback and recommendations, ultimately driving sales.

1. Targeted User Groups: The primary demographic on Xiaohongshu consists mainly of young women, closely aligning with the target audience for many fashion, beauty, and lifestyle brands. As of 2024, over 100,000 brands have joined the platform across various sectors such as lifestyle, travel, education, and consulting. The number of new brand accounts grew by 50% in the first half of 2024 alone. These figures indicate that more brands are recognizing Xiaohongshu’s immense potential in brand marketing and are actively using it for promotions and user engagement. Forward-thinking Hong Kong brands can capitalize on this by launching early campaigns on Xiaohongshu to attract New Hongkongers and seize growth opportunities.

2. Content-Driven and UGC Advantages: Compared to other social platforms like Facebook and Instagram, Xiaohongshu offers a stronger community atmosphere and content focus. It encourages users to generate content that shares their real experiences through detailed posts, enhancing trust among users. In contrast, Facebook emphasizes social networking while Instagram focuses on visual content sharing, lacking the deep community interaction found on Xiaohongshu. The platform’s content-driven approach makes it an essential space for young people seeking information and sharing life experiences. Brands can also enhance their image by genuinely interacting with users and responding sincerely to their feedback.

3. High Conversion Rates: By integrating social media with e-commerce functionalities, users can purchase products directly while browsing content, leading to higher conversion rates. Studies indicate that Xiaohongshu’s conversion rate exceeds 10%, significantly higher than other social platforms. For instance, a women’s clothing brand experienced a staggering 3358% increase in its brand hashtag views during a flash sale live stream on Xiaohongshu, attracting numerous new customers.

3. Effective Marketing Strategies on Xiaohongshu Targeting New Hongkongers

1. Establish Official Brand Accounts to Build Image
   

   Brands should establish official accounts on Xiaohongshu to engage New Hongkongers by posting high-quality and engaging content. Sharing brand stories, product usage tips, and local cultural content can effectively attract this demographic.

2. Collaborate with KOC/KOLs to Implement “Planting Grass” Strategy
   

   “Planting grass” is a unique marketing term on Xiaohongshu that refers to content recommendations inspiring users to make purchases. Collaborating with well-known local KOLs or KOCs is crucial for boosting brand exposure. For example, food businesses can partner with food bloggers to share dining experiences on Xiaohongshu, directly attracting New Hongkongers interested in culinary delights.

Case Study: Successful Marketing Campaign of a Hong Kong Brand on Xiaohongshu

For instance, one of our retail clients successfully collaborated with lifestyle and food KOCs and KOLs in the Greater Bay Area to create compelling content focused on “Must-Visit Seaside Photo Spots in Hong Kong” and “Recommended Seaside Restaurants.” These posts quickly garnered extensive interactions after publication. By showcasing stunning seaside views along with unique dining experiences through soft advertising techniques, this approach not only gained the trust of young consumers but also established the shopping mall as a “must-visit” landmark in their minds. Currently, related hashtags on Xiaohongshu have surpassed 90 million views, significantly enhancing brand recognition and favorability among young users.

Content Strategy: Localization and Interactivity are Key

To effectively target new residents in Hong Kong, brands should create content related to local life that aligns with their products or services. This strategy can drive users directly to stores. For example, a restaurant brand could publish practical guides like “A Guide to Authentic Hong Kong Food Spots,” capturing the target audience’s attention while enhancing brand affinity and increasing foot traffic for sales conversion.

Additionally, posting interactive content such as Q&A sessions, polls, or challenges can boost user engagement and increase brand exposure. Launching topics like “My Favorite Hong Kong Canteen” allows users to share their dining experiences in the city while fostering positive community interaction.

4. Conclusion

Xiaohongshu serves as a highly effective marketing platform that enables brands to connect with the New Hongkonger demographic more effectively. By employing precise market positioning and effective content strategies, both local and international brands can achieve significant growth on Xiaohongshu. Therefore, as they navigate this important market segment, brands should actively embrace marketing opportunities on this platform. By creating high-quality content and engaging meaningfully with KOLs and users alike, brands can attract new customers while enhancing their influence among young consumers. Fully leveraging Xiaohongshu in this opportunity-rich environment will drive new growth for brands seeking success in Hong Kong’s evolving landscape.

Elevate your brand and drive new growth on Xiaohongshu with our expert solutions. From official account setup to influencer partnerships, we’ll develop a customized strategy for your success. Contact us today to explore how we can help you thrive!