With the proliferation of the Internet, finding effective marketing channels to establish a brand in China has become a central challenge not only for domestic Chinese companies operating in China, but also for foreign companies entering the country. Among these, the rapid development of RED, a social networking and e-commerce platform launched in 2013, has proven its ability to “seed” users and improve their commercial marketing capabilities on a daily basis.

IntaSect Communications, Inc. (HQ: Chiyoda-ku, Tokyo; President: Tan Yufeng; hereafter referred to as “IntaSect”), which provides overseas promotion and inbound support for China, Taiwan, and other countries, will introduce in this newsletter the methods it has developed for utilizing RED in its sales activities in China.

RED ( https://www.xiaohongshu.com/explore ) Features

RED is a social media platform from China. Its main features include

User-driven content: users post their own reviews and experiences using products and services and share information.

Image- and video-centered: Content is dominated by images and short videos rather than text.

Many young female users: The main user base is women in their late teens to early 30s, who are interested in fashion, beauty, lifestyle, and other fields.

The “seed-planting ” effect: This is characterized by the so-called “seed-planting” effect, in which word of mouth through user postings stimulates interest in and willingness to purchase a product.

E-commerce integration: High affinity with e-commerce, such as the ability to purchase products directly within the platform.

Rapidly growing: The number of users has been growing rapidly since the service was launched in 2013, and is currently estimated to have more than 400 million monthly active users.

It is attracting attention as a highly influential social media platform, especially among young people in China, and is increasingly being used as a marketing channel for brands.

How to use RED effectively
Here are three aspects of how to effectively build your brand on RED

1 Building an official account

We establish brand image and express core competitiveness through setting up unique characters, building a website, structuring note content, and distributing advertisements, etc. We can create a high-quality official account in 4 steps.

[Claire] In four steps, we’ll build up your official account.

Distinctive brand image
Create a distinctive brand image based on brand demand.
– Official account name
– Official account introduction
– Direct message handling tips

Extensive homepage functions
Utilize the unique features of the official account according to the needs of the different stages of the brand.
-Topic of events
-Shop opening
-Custom menu
-Replies by keywords

Prepare high quality content
Select your recommended products and create high quality content.
-Focus on thumbnails
-Brief lead text
-Highlight keywords in titles
-Add altruistic and interesting text
-Add popular topics

Start posting at
Test and select the best content. Increase exposure to target audience.
▪ “薯条” (RED ads)
▪ Traffic
▪ Exposure through search

2 Collaboration with influencers

By collaborating with a variety of influencers, from top-level KOLs to KOCs, we can effectively expand brand awareness and communicate product selling points through UGC content. In addition, data analysis of the collaborative content will help uncover new selling points and explore future content directions. (For more information on how to leverage influencers, please see our detailed blog)
→ https://inbound-isc.com/

3 Improve branding efficiency through the use of tools

Measure quality notes with RED traffic ads such as “薯条” and “聚光” to strategically reach your target audience based on your marketing goals. Linking keywords and traffic through the use of search functionality can further expand the promotional value.

By implementing these three steps and helping your brand grow through user interaction, you can build a marketing strategy and increase conversion rates in RED. We hope you will find this information useful and informative to maximize your brand marketing potential in RED.

IntaSect publishes a column ( https://inbound-isc.com/) on our website that explains and introduces the latest trends in the Chinese market, and the contents of this newsletter will also be available from April 16.

We welcome questions and interview requests from the media and inquiries from organizations and private companies nationwide regarding the latest trends in China. Please feel free to contact us using the contact information below.

Company Profile
Trade Name ： IntaSect Communications, Inc.
Representative ： President Tan Yufeng
Location ： B・M Bldg. 2F, 3-1 Kanda Ogawamachi, Chiyoda-ku, Tokyo 101-0052, Japan
Founded ： November 2000
Business ： Overseas promotion and inbound (visitors to Japan) support, mainly for mainland China and Taiwan,
Cross-border EC for China, affiliate operation agency, affiliate site patrol,
System development, etc.
Capital ：98.56 million yen
URL ：https://www.intasect.com

Inbound promotion business for mainland China and Taiwan, including Baidu’s core agency for overseas inbound advertising, customer attraction support such as official Japan sole agency for Mafengwo, the No. 1 travel social media site in China, KOL and video solutions, cross-border e-commerce support, WeChat Pay, Alipay and other multi-payment “IntaPay”, SNS post monitoring, affiliate site patrol, offshore development, work style reform such as e-contracts, AI, healthcare, IoT-related services, and other services. IntaPay, a multi-payment system for WeChat Pay, Alipay, etc., other cutting-edge technologies such as SNS post monitoring, large-scale affiliate operation improvement, affiliate site patrol, offshore development, work style reform such as electronic contracts, and research and development related to AI and healthcare IoT, etc., are used as weapons. We are currently developing a wide range of businesses both domestically and internationally using cutting-edge technologies.

For inquiries about this newsletter, please contact:
Sales Management Consulting Division, IntaSect Communications, Inc.
03-3233-3524 (business hours: 9:00 to 18:00 weekdays)
E-mail address: intapay@intasect.co.jp
Web Inquiry Form ：https://www.intasect.com/contact.html