What Is Rednote? A Beginner’s Guide for Global Brands
This post is part of the “Content Platform” series. Click here to view the series introduction and why it was created.
Introduction
Rednote (Xiaohongshu) is where many Chinese consumers go before they buy.
They use it to check experiences, compare opinions, and confirm choices.
For global brands, it’s a platform you need to understand.
1. The Role of Rednote
The logic is simple: authentic notes influence what people choose.
- It began with shopping tips and now covers beauty, food, travel, home, and lifestyle.
- Young women are the core users, but men, families, and lower-tier city users are growing fast.
- The habit is straightforward: search Rednote before deciding what to buy.
2. How It Differs from Western Platforms
- Instagram is about persona and aesthetics.
- TikTok is about entertainment and algorithmic push.
- Rednote is about practical reference.
A skincare review or storage tip from an ordinary user often carries more weight than a celebrity endorsement. People open the app with questions, and they expect useful answers.
3. Why Brands Need to Be Present
In China, purchase paths often look like this:
- Beauty / Lifestyle: Search Rednote notes → go to Tmall / Taobao / Douyin store → read reviews and compare → purchase.
- 3C / Home Appliances: Check Rednote for pitfalls → watch long reviews on Bilibili / read Zhihu discussions → buy on JD.com or Tmall.
- Local Services: Browse Rednote experiences → check deals and ratings on Meituan / Dianping → book or visit.
- Travel: Plan trips with Rednote → book flights and hotels on Ctrip or Fliggy.
Rednote is the first stop. If your brand isn’t there, you miss the chance to be part of the decision.
4. How to Start
It’s not about paying someone to post ads. What matters is whether your account and content can be found and trusted.
- Account: Complete your profile so it looks credible.
- Content: Write in everyday language, not ad copy.
- Keywords: Use search-friendly terms in titles, captions, and tags.
- Problem-solving: Answer real questions—“best sunscreen for oily skin”, “how to pack for short business trips.”
Conclusion
Rednote has become part of daily consumer decisions in China.
If you’re absent here, you’re absent at the first step.
By The Olivia
Content & SEO Strategist for China Market.
You May Also Like:
Rednote Brand Starter Guide: Practical Steps for Getting Started
A beginner’s guide to Rednote (Xiaohongshu) for brands—covering goals, profile setup, content direction, posting rhythm, and performance tracking.
Evergreen Content in China: Why It Doesn’t Stick—and What to Do Instead
Evergreen content is supposed to bring long-term value. But on Chinese platforms, even the best ideas often disappear in days. Here’s why—and what to publish instead.
Content Distribution in China: How Platform Logic Shapes Visibility
Visibility on Chinese content platforms isn’t just about quality — it’s shaped by structure, fit, and user behavior.
Ready to take your content further?
Let’s build a strategy that resonates in the Chinese market.
THE OLIVIA WAY
© 2025 THE OLIVIA WAY. All rights reserved.