A Comprehensive Guide for Malaysian Businesses and Brands to Use Xiaohongshu for Growth

Xiaohongshu, also known as Little Red Book, is a social commerce platform that blends user-generated content with e-commerce. For Malaysian businesses, Xiaohongshu is particularly significant due to its large Chinese-speaking user base. In Malaysia alone, there are over 3 million users on Xiaohongshu, making it a valuable platform for reaching the Chinese market. With its focus on authenticity and community-driven content, Xiaohongshu offers Malaysian brands a unique opportunity to engage with this key demographic and drive growth through targeted marketing and e-commerce strategies.

1. What is Xiaohongshu?

Xiaohongshu, or Little Red Book, is a popular Chinese social commerce platform that combines user-generated content with e-commerce. Initially launched in 2013 as a platform to share product recommendations, Xiaohongshu has evolved into a thriving community where users post reviews, lifestyle tips, travel stories, and much more. The platform, boasting over 300 million registered users, is often compared to a blend of Instagram and Pinterest, with a focus on shopping, beauty, fashion, and travel.

For businesses and brands, Xiaohongshu offers a unique environment to connect with a highly engaged, mostly young, and affluent audience. Its social commerce model, where users’ posts often lead to direct product purchases, makes it a valuable tool for brands looking to build awareness and drive sales.

2. Why Malaysian Brands Should Consider Xiaohongshu

As Xiaohongshu continues to expand beyond China, Malaysian businesses have an opportunity to tap into a rapidly growing market. With a significant number of Chinese tourists and expats living in Malaysia, as well as a local Chinese-speaking population, the platform’s reach extends to a key demographic that many brands may overlook.

For Malaysian brands in industries like beauty, fashion, lifestyle, and travel, Xiaohongshu provides access to an audience that values authenticity, user recommendations, and aspirational content. Additionally, the platform’s e-commerce integration allows businesses to not only build brand awareness but also generate direct sales through Xiaohongshu’s shopping features.

The rise of Xiaohongshu in Southeast Asia aligns with the global trend of social commerce, where consumers are increasingly turning to social platforms to discover and purchase products. For Malaysian businesses looking to stay ahead of the curve, adopting a presence on Xiaohongshu can be a strategic move to grow their brand in new markets and strengthen their digital footprint.

In this guide, we’ll explore how Malaysian brands can set up, grow, and optimize their presence on Xiaohongshu, leveraging the platform’s unique features to achieve business growth.

3. Understanding the Xiaohongshu Audience

Who Uses Xiaohongshu?

Xiaohongshu’s audience consists primarily of young, tech-savvy, and trend-conscious users. The platform has a strong presence among millennials and Gen Z, with the majority of users between the ages of 18 and 35. These users are primarily female, although the male user base is growing, especially in categories like fitness, tech gadgets, and travel.

In Malaysia, Xiaohongshu’s user base of over 3 million is predominantly Chinese-speaking individuals, many of whom are part of the affluent urban middle class. These users are not just passive consumers but active participants who share recommendations, reviews, and personal experiences with products. For Malaysian brands, this means the audience is highly engaged and open to discovering new products and services, especially if they come recommended by peers or influencers.

Key Interests and Content Trends

Xiaohongshu’s content revolves around key lifestyle categories, with beauty, fashion, travel, and health being among the most popular. Malaysian users are particularly interested in skincare, cosmetics, and fashion items, which align well with global trends on the platform. Travel content is also highly popular, especially posts that showcase unique destinations, luxury experiences, and tips for traveling within and outside of Asia.

For Malaysian brands, understanding these content trends is crucial. Brands that align their offerings with the interests of Xiaohongshu users—such as skincare products, travel deals, or fashion collections—can leverage these trends to increase visibility and engagement.

In addition, the platform is known for its focus on authenticity. Users tend to favor honest reviews, personal recommendations, and real-life usage over polished advertising. As such, businesses that prioritize transparency and build trust with their audience will be better positioned for success on Xiaohongshu.

Cultural Considerations

Xiaohongshu’s users value content that resonates with their cultural background, and Malaysian businesses should take this into account when developing their Xiaohongshu strategy. For instance, localizing content to reflect Malaysian Chinese culture, preferences, and language can help create a deeper connection with users. It’s also essential to remain mindful of Xiaohongshu’s community guidelines and cultural norms, ensuring that content aligns with what users expect in terms of tone and relevance.

4. Setting Up Your Xiaohongshu Presence

Creating a Xiaohongshu Business Account

To establish a presence on Xiaohongshu, the first step is to create a business account. This provides brands with access to features tailored for businesses, including analytics, advertising tools, and greater exposure to your target audience. Here’s a simple guide to get started:

1. Sign Up: Go to Xiaohongshu’s website or app and sign up for a business account. You will need to provide your business details such as company name, contact information, and a brief description of your business.

2. Verification: To officially verify your business account on Xiaohongshu, you must go through an official Xiaohongshu Multi-Channel Network (MCN) partner. This process involves submitting necessary documents, such as business licenses, to confirm your brand’s legitimacy. Verified accounts benefit from increased credibility and trust, which can help boost user confidence and engagement.  To get more details about the service, please refer to our Xiaohongshu Business Account Verification Package. This package includes everything you need to successfully verify your business account, ensuring your brand’s credibility and gaining access to exclusive tools and features that enhance visibility and engagement on the platform.

3. Complete Your Profile: Fill out your profile with a clear business logo, brand description, and links to your website or e-commerce store. Use keywords related to your industry to improve discoverability. Make sure your profile is aligned with your branding across other platforms.

Building an Engaging Brand Profile

Once your account is set up, it’s essential to create a profile that captures the attention of Xiaohongshu users. Your profile should effectively communicate your brand’s values, products, and services. Consider these tips:

1. Brand Storytelling: Share your brand’s story in a way that resonates with Xiaohongshu’s users. Highlight your unique selling points, whether it’s a focus on sustainability, innovation, or quality. Users on Xiaohongshu appreciate brands with a clear identity and purpose.

2. Visual Appeal: Xiaohongshu is a highly visual platform, so ensure your profile features high-quality images and videos that represent your brand well. Consistent aesthetics are key to standing out, so curate your content in a visually appealing way.

3. Localization: Since the majority of Xiaohongshu users in Malaysia are Chinese speakers, it’s important to localize your profile and content. Use simplified Chinese in your descriptions, posts, and replies to engage with your audience more effectively. Consider creating content that reflects Malaysian culture to build a stronger connection.

Optimizing Your Profile for Visibility

To attract more users, optimizing your profile is crucial. Here are some steps to enhance your brand’s visibility on Xiaohongshu:

1. Keyword Optimization: Make use of relevant industry-specific keywords in your profile description, posts, and hashtags. This will help users discover your account when searching for related content. For instance, if you’re in the beauty industry, use popular keywords like “skincare,” “natural beauty,” and “makeup.”

2. Hashtag Strategy: Incorporate trending and niche hashtags in your posts. Research popular hashtags within your industry to increase your content’s reach. Avoid using too many generic hashtags; instead, find those that are specific to your products or audience.

3. Engagement with the Community: Engage actively with users by responding to comments, answering questions, and reposting user-generated content. Xiaohongshu rewards active accounts with better visibility, so the more you interact with users, the more likely your profile will appear in search results and recommendations.

4. Collaborating with Influencers: Partnering with Xiaohongshu influencers can greatly enhance your brand’s visibility. Influencers introduce your products to their followers, expanding your reach and boosting credibility. It’s important to choose influencers whose values align with your brand. For more details, please refer to our influencer marketing package.

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4. Crafting Effective Content for Xiaohongshu

Content Types that Work on Xiaohongshu

Xiaohongshu thrives on visually appealing and informative content that resonates with its user base. For Malaysian brands, creating content that aligns with the platform’s most popular categories—beauty, fashion, travel, lifestyle, and wellness—can lead to higher engagement. Below are some content types that work well:

1. Product Reviews and Tutorials: Users on Xiaohongshu love detailed product reviews and tutorials. Whether you’re selling skincare products, fashion items, or gadgets, demonstrating how your products work through authentic reviews or “how-to” tutorials can help build trust and drive conversions.

2. User-Generated Content (UGC): Encourage your customers to share their experiences with your brand. UGC, such as photos, videos, and testimonials, can be reposted on your brand’s account, helping build a community around your products. It also reinforces authenticity, which Xiaohongshu users highly value.

3. Behind-the-Scenes Content: Sharing a behind-the-scenes look at your brand can humanize your business and foster a deeper connection with your audience. This could include glimpses into your product creation process, team culture, or day-to-day operations.

4. Lifestyle & Inspirational Content: Xiaohongshu users are drawn to aspirational lifestyle content that fits with their interests. Malaysian brands can create inspirational posts related to travel, health, fashion, or food that not only showcase their products but also align with their audience’s values and aspirations.

The Importance of Authenticity

On Xiaohongshu, authenticity is key. Users are wary of overly polished or promotional content, preferring honest and relatable posts. Malaysian brands should aim to strike a balance between promoting their products and creating content that feels genuine. This could mean showing real-life applications of your products or sharing customer stories rather than focusing solely on traditional advertising techniques.

Visual Aesthetics

Xiaohongshu is a highly visual platform, so ensuring your content is visually engaging is crucial. High-quality images, videos, and aesthetically pleasing layouts help attract attention. For Malaysian brands, localizing your visuals to resonate with the local culture can also enhance relatability and engagement.

Some tips for optimizing your visuals:

• Use Natural Lighting: Natural lighting makes products look more appealing and lifelike.
• Focus on Details: Whether it’s a close-up of a skincare product’s texture or a full outfit shot, pay attention to details that showcase your product’s quality.
• Consistency: Stick to a consistent color scheme and style that aligns with your brand’s identity to create a cohesive visual experience.

Incorporating Video Content

Short-form video content is gaining traction on Xiaohongshu, as it allows for more dynamic storytelling. Videos ranging from 15 to 60 seconds perform well, especially when they highlight product demonstrations, quick tips, or entertaining snippets. For Malaysian brands, creating short, engaging videos in local languages or with local references can resonate well with the audience.

Localized Content Strategies

Localization is crucial for Malaysian brands to succeed on Xiaohongshu. Content should be tailored to reflect local preferences, cultures, and language. For example:

• Language: Use simplified Chinese in captions and comments, and consider including Malay or English when relevant.
• Cultural References: Incorporate Malaysian cultural elements, festivals, or current trends to create relatable content.
• Targeted Promotions: Offer promotions and deals that cater to the local audience, such as seasonal sales tied to local holidays or events.

5. Leveraging Influencer Marketing

Working with Xiaohongshu Influencers

Influencer marketing on Xiaohongshu can significantly boost your brand’s presence and credibility. Xiaohongshu influencers, known for their authentic content and engaged followers, can help elevate your brand’s visibility and drive conversions.

Benefits of Influencer Partnerships on the Platform

1. Enhanced Visibility: Influencers have established followings that trust their recommendations. Partnering with them allows your brand to reach a larger and more targeted audience.
2. Credibility and Trust: Influencers are seen as trusted voices in their niches. When they endorse your product, it can enhance your brand’s credibility and foster trust among potential customers.
3. Engaged Audience: Xiaohongshu users are highly engaged with content, especially when it comes from trusted influencers. This high level of engagement can lead to increased interactions and conversions.
4. Authentic Content: Influencers create content that feels genuine and relatable, which can resonate better with audiences compared to traditional advertising.

How to Identify and Collaborate with Relevant Influencers in Malaysia and Beyond

1. Define Your Target Audience: Before searching for influencers, clearly define your target audience. Understand their interests, demographics, and preferences to find influencers who align with these factors.
2. Use Xiaohongshu’s Tools: Utilize Xiaohongshu’s platform tools and analytics to identify influencers with relevant followers and high engagement rates. Look for influencers whose content matches your brand’s values and aesthetics.
3. Evaluate Influencer Metrics: Assess potential influencers based on key metrics such as follower count, engagement rate, and content quality. A higher follower count doesn’t always equate to higher engagement, so focus on metrics that matter most for your campaign goals.
4. Reach Out and Collaborate: Approach influencers with a clear proposal outlining your campaign objectives, expectations, and potential compensation. Ensure the collaboration aligns with their content style and audience preferences to achieve the best results.
5. Monitor and Measure Performance: Track the performance of influencer collaborations by analyzing engagement metrics, referral traffic, and conversion rates. Use this data to assess the effectiveness of the partnership and make adjustments for future campaigns.

Our KOC and KOL Packages

We offer tailored KOC (Key Opinion Consumers) and KOL (Key Opinion Leaders) packages to help you leverage Xiaohongshu influencers effectively:

1. KOC Package: Ideal for engaging with key opinion consumers who have a significant but smaller following. This package focuses on authentic product reviews and user-generated content to drive organic engagement and build trust.

2. KOL Package: Designed for collaboration with key opinion leaders who have a large and influential following. This package includes high-profile endorsements, sponsored posts, and content creation to maximize visibility and impact.

Our Malaysia Influencer Marketing packages are designed to cater to different campaign goals and budgets, ensuring you get the best results from your influencer marketing efforts on Xiaohongshu.

Influencer Marketing Package & Pricing

6. Leveraging Xiaohongshu Advertising and Promotions

Xiaohongshu Advertising Options

Xiaohongshu offers several advertising options to help brands reach their target audience effectively. Understanding and utilizing these options can significantly enhance your marketing efforts. Here’s a look at the key advertising features:

1. Sponsored Posts: Sponsored posts allow you to promote your content directly within users’ feeds. These posts are labeled as “sponsored” but appear as regular posts, blending seamlessly with organic content. They can include product showcases, promotional offers, or brand stories, and are targeted based on user interests and demographics.

2. Branded Hashtags: Creating a branded hashtag campaign can increase visibility and engagement by encouraging users to participate in a specific trend or challenge. Branded hashtags can help your content gain traction and reach a wider audience as users share their own posts using your hashtag.

3. Display Ads: Xiaohongshu offers display ads that appear on various sections of the app, such as the home feed or search results. These ads are designed to capture user attention with eye-catching visuals and compelling calls-to-action.

4. In-App E-Commerce: Xiaohongshu’s integration of e-commerce allows brands to set up in-app stores, making it easy for users to browse and purchase products directly. Utilizing in-app e-commerce features can streamline the buying process and increase conversions.

Setting Up Effective Ad Campaigns

To ensure your Xiaohongshu ad campaigns are effective, follow these best practices:

1. Define Your Goals: Clearly outline what you want to achieve with your ads—whether it’s increasing brand awareness, driving traffic to your website, or boosting sales. Having specific goals will help you design targeted campaigns and measure success.

2. Targeting Options: Utilize Xiaohongshu’s targeting options to reach your desired audience. You can target based on demographics, interests, and behavior, ensuring your ads are seen by users who are most likely to engage with your brand.

3. Creative and Messaging: Craft compelling ad creatives and messages that resonate with Xiaohongshu’s audience. Use high-quality visuals, engaging copy, and clear calls-to-action to capture attention and drive action.

4. A/B Testing: Run A/B tests to compare different versions of your ads and identify what works best. Testing variations in visuals, copy, and targeting can help optimize your ad performance and maximize return on investment.

5. Monitor and Adjust: Regularly monitor your ad performance using Xiaohongshu’s analytics tools. Analyze metrics such as impressions, clicks, and conversions to assess the effectiveness of your campaigns. Make adjustments as needed to improve results and achieve your goals.

Running Promotions and Giveaways

Promotions and giveaways can drive engagement and attract new followers on Xiaohongshu. Here’s how to effectively run promotions:

1. Plan Your Promotion: Determine the type of promotion that aligns with your brand’s goals—whether it’s a discount, buy-one-get-one offer, or a giveaway. Ensure the promotion provides value to your audience and encourages participation.

2. Create Buzz: Use Xiaohongshu’s features to generate excitement around your promotion. Leverage sponsored posts, branded hashtags, and influencer collaborations to spread the word and increase visibility.

3. Engage with Participants: Actively engage with users who participate in your promotion by responding to comments, sharing their posts, and acknowledging their contributions. This helps build a positive relationship with your audience and encourages continued interaction with your brand.

4. Measure Results: Track the success of your promotion by analyzing engagement metrics and conversion rates. Evaluate what worked well and what could be improved for future campaigns.

Budgeting for Advertising

When planning your advertising budget, consider factors such as your campaign goals, the competitive landscape, and the cost of different ad options. Xiaohongshu’s advertising costs can vary based on factors like ad placement, targeting, and duration. Setting a realistic budget and allocating funds wisely will help you achieve the best results while staying within your financial constraints.

Getting Started with Xiaohongshu Advertising

To start advertising on Xiaohongshu, you first need to get your Xiaohongshu Business Account verified. This process ensures your account has the credibility needed to engage in paid promotions. Additionally, you must activate your Aurora Advertisement account, which provides access to Xiaohongshu’s advertising features and tools. For more details on verification and account setup, please refer to our Xiaohongshu Business Account Verification Package 

Xiaohongshu Business Account Verification Package

7. Overcoming Challenges on Xiaohongshu

Common Obstacles for Malaysian Brands

While Xiaohongshu offers significant opportunities for Malaysian brands, there are several challenges that may arise:

1. Cultural and Language Barriers: Understanding and adapting to the cultural nuances of the Chinese market can be challenging. Malaysian brands may encounter difficulties in aligning their messaging with local customs, preferences, and expectations. Additionally, language barriers can hinder effective communication and content creation.

2. Adapting Content for a Chinese-Speaking Platform: Xiaohongshu is predominantly used by Chinese-speaking users, which necessitates creating content in Mandarin or other relevant Chinese dialects. Brands may struggle with translating their messaging accurately while maintaining the intended tone and context.

Tips for Success

To effectively navigate these challenges and enhance your presence on Xiaohongshu, consider the following strategies:

1. Invest in Cultural Research: Conduct thorough research to understand Chinese consumer behaviors, trends, and preferences. This will help you create content that resonates with your target audience and aligns with local cultural norms.

2. Hire Local Experts: Collaborate with local agencies or consultants who are familiar with the Xiaohongshu platform and the Chinese market. Their expertise can provide valuable insights and help tailor your strategies to meet local expectations.

3. Utilize Professional Translation Services: Work with professional translators who are experienced in marketing content to ensure accurate and culturally appropriate translations. This helps avoid misunderstandings and ensures your messaging is effective and engaging.

4. Leverage Local Influencers: Partner with local Xiaohongshu influencers who understand the cultural context and language. Their familiarity with the platform and audience can help bridge the gap between your brand and the local market.

5. Monitor and Adapt: Regularly track the performance of your content and campaigns. Use analytics to gauge audience reactions and make data-driven adjustments to improve engagement and effectiveness.

6. Engage with the Community: Actively participate in conversations and respond to user feedback on Xiaohongshu. Building relationships with the community can help foster trust and credibility for your brand.

By addressing these common obstacles and implementing the recommended strategies, Malaysian brands can effectively overcome challenges and establish a strong presence on Xiaohongshu.

Conclusion

Final Thoughts

Xiaohongshu presents a compelling opportunity for Malaysian businesses to tap into a vibrant and engaged audience. With its unique blend of user-generated content and influencer-driven marketing, the platform offers a valuable channel for increasing brand visibility, building credibility, and driving growth. By leveraging Xiaohongshu’s features and understanding its cultural nuances, Malaysian brands can successfully connect with Chinese-speaking consumers and expand their market presence.

Next Steps for Brands Looking to Grow on Xiaohongshu in Malaysia

To make the most of Xiaohongshu and harness its potential for your brand, consider the following next steps:

1. Develop a Tailored Strategy: Create a strategic plan that aligns with your brand’s goals and target audience. Utilize Xiaohongshu’s advertising options, influencer partnerships, and content features to build a comprehensive approach.

2. Invest in Local Expertise: Collaborate with local experts or agencies to navigate the platform’s unique landscape and ensure your content resonates with the audience.

3. Monitor and Optimize: Regularly review your campaign performance and make data-driven adjustments to optimize results. Continuous engagement with the Xiaohongshu community will help refine your strategy and enhance your impact.

4. Get Started: If you’re ready to dive into Xiaohongshu or want to refine your existing strategy, take action now to leverage the platform’s opportunities.

Contact Us for Xiaohongshu Advice and Service Details

Our team is here to help you navigate Xiaohongshu and achieve your marketing goals. For personalized advice and detailed information on our Xiaohongshu services, including KOC and KOL packages, Xiaohongshu Business Account verification services, reach out to us today. We can assist with strategy development, content creation, influencer partnerships, and advertising setup.

Contact us now to start your journey on Xiaohongshu and unlock new growth opportunities for your brand.